Heal.thy Soul | Brand Strategy

HEAL T H Y. SOUL NAOMI LEE

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Naomi Lee DCO20001 Brand and Identity John Bassani Semester 2, 2016 Swinburne University of Technology Faculty of Health, Arts and Design School of Design Published and Printed in Melbourne, Victoria, Australia Acknowledgments I would like to thank my family and friends for their advice and encouragement during the development of this project over the past 12 weeks.

All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology.

Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author.

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CONTENTS

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PART 1 BRAND & IDENTITY

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UNDERSTANDING BRAND

12

CATEGORY BRANDMARKS

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PART 2 DEVELOPING YOUR BRAND

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BRANDING STRATEGY

28

BRANDMARK DESIGN

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PART 3 DOCUMENTING YOUR BRAND

34

APPLICATIONS

56

GUIDELINES

62

REFERENCES

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PART ONE BRANDING & IDENTITY

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UNDERSTANDING BRANDING

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BRANDING The development and maintenance of a brand.

BRAND

BRANDMARK = LOGO A graphic mark that represents a brand.

LOGOTYPE = LETTER MARK

A company, or product, or something else, presented in ways that create an image.

A brandmark consisting of letters.

IDENTITY

FIGURE MARK

The characteristics by which a brand is known.

A brandmark consisting of one or more figures.

IMAGE

COMBINED MARK

The market’s opinion about a brand.

A brandmark consisting of letter/s and figure/s.

TRADEMARK A registered (legally protected) brandmark.

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CATEGORY BRANDMARKS

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COMPETITORS

Here are a variety of different brandmarks from various catering companies. Each having a specific visual style, communicating their own identity and brand. However, some common similarities they have are, the use of warm vibrant colours, graphics that showcase what they are and semi bold, all caps type.

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POSITIONING MAP

Complex

Expensive Inexpensive

Simple

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CASE STUDY THE GREAT CATERING CO

New Zealand based, The Great Catering Company, was founded by Sue Fleischl in 1995. The renowned chef trained at the Savoy Hotel in London and with her hands on attitude, in the board room as well as the kitchen, it has lead her company to be one of the leaders in the private and corporate catering world.

Their philosophy is Serving Amazing Anywhere.

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CASE STUDY WHOA NELLY CATERING

Whoa Nelly is a boutique catering company that is based in Los Angeles and Southern California. Lead by two cooks, Stephanie and Elizabeth, who have learned their skills through culinary school, strongly believe and are committed to using local produce and sustainably raised meats and fish from farmers markets.

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CASE STUDY FOXHALL CATERING

Family owned and operated, Foxhall catering is a small boutique caterer that serves in Northwest DC. Head chef, Eron Picus and Pastry chef, Sarah Heirman and their daughter Nora Rose have one mission, and thats to bring the finest culinary experience available anywhere, as they know what it takes to make an intimate gathering or festive celebrations an unqualified success.

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PART TWO DEVELOPING YOUR BRAND

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BRANDING STRATEGY

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MISSION STATEMENT

Heal.Thy Soul, is a juice bar that specialises in selling refreshing juices and indulgent smoothies that are, surprisingly jam packed with nutrients and health benefits. Giving customers the option to treat themselves without feeling guilt or sacrificing their health.

The store also offers delicious snacks and quick meals for those on the go.

We pride ourselves on providing high quality products and fresh ingredients with a swift service that is sure to put a smile on your face.

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BRAND VALUES

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FRESH

HAPPY

We are committed to serving fresh, nutritious and delicious products.

Our main focus is our customers and we ensure that we provide a happy and unforgettable experience.

CLEAN

MODERN

We at Healthy Soul are environmentally friendly, so with every purchase you make you will leave with a clean conscience.

At Heal.thy Soul we aim to provide healthy drinks and food in an innovative and unique way.

FRIENDLY

NATURAL

The staff at Heal.thy Soul are easy going, friendly and attentive, thus creating an enjoyable space and ambiance.

We source all our produce from local markets to ensure our products are natural and pure.

VIBRANT

LIFE

Our environment, atmosphere, staff, service and products are colourful and full of energy.

We at Heal.thy Soul showcase the importance of healthy living without compromising fun and enjoyment.

POSSIBLE CLIENT NAMES

Boom

Happy eatery

Bloom

Blend bar

Spurt Sprout Simply nutrition Sustenance bar Green pressed Green bar Green eatery

Simply green Fourth wall Five a day Two & five a day Two & five Heal.thy soul Plant power

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MOODBOARD

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MOODBOARD

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MOODBOARD

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MOODBOARD

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BRANDMARK DESIGN

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BRANDMARK

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BRANDMARK RATIONALE

CONCEPT 1

CONCEPT 2

I have chosen this concept to be the brandmark, as i believe it best represents the brand values over the other two concepts. Its simple typeface and graphics communicate that the brand is all about simple, natural and delicious ingredients.

The graphics are sections of the first letter that each graphic is aligned with. However, being quite abstract the graphics allow for interpretation and versatility within the brand identity.

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CONCEPT 3

COMPARING BRANDMARK

HEAL T H Y. SOUL

Placing the selected concept with other competitor brandmarks that are already in the market, showcases how the colour, typeface and graphics used are credible and suitable for this field all while still being unique.

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PART THREE DOCUMENTING YOUR BRAND

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APPLICATIONS

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VEHICLE VAN

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STATIONERY LETTERHEAD

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STATIONERY ENVELOPE

HEAL T H Y. SOUL Luka Dujic 257 Toorak Road South Yarra VIC 3141

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STATIONERY BUSINESS CARD

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STATIONERY INVOICE

HEAL T H Y. SOUL

TAX INVOICE 22/09/2016

Heal.thy Soul

INVOICE 6378

Description

Qty

Unit Price

Subtotal

GST

Amount Payable

Green Machine Smoothie

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5.50

121.00

4.60

$125.60

Chocolate Protein Ball

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1.50

42.00

4.60

$46.60

Sprouted Grains Salad

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6.00

108.00

4.60

$112.60

271.00

13.80

$284.80

123 Chapel St Prahran, VIC 3181

03 9595 9595 heal@thysoul.com www.healthysoul.com @ heal.thysoul

Total (excluding GST)

$13.80

Total Amount Payable

$284.80

HOW TO PAY

HOW TO PAY

HOW TO PAY

To pay online, please use account details to the right.

BSB ACCOUNT NAME REFERENCE

274 836 827 655 627 Healthy Soul Invoice 6378

To pay instore, please bring your invoice to finalise payment.

$271.00

GST payable

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STATIONERY

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STATIONERY INVOICE

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STATIONERY BUSINESS CARD

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STATIONERY LETTERHEAD

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APPAREL APRON

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APPAREL T-SHIRT

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PACKAGING SMOOTHIE / JUICE CUP

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PACKAGING JUICE BOTTLE

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PACKAGING MEALS TO GO

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PACKAGING SNACK

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PACKAGING BAG

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INSTORE MENU BOARD

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SIGNAGE EXTERNAL

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SIGNAGE WINDOW

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INTERFACE LAPTOP

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INTERFACE IPHONE

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GUIDELINES

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BRANDMARK

MAIN IDENTITY

SECONDARY IDENTITY

TERTIARY IDENTITY

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H E A L .T H Y S O U L

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Regardless of scale, the logo should always have a minimum spacing around its borders.

The spacing should roughly be the width of the letter ‘H’

MINIMUM SIZE 20mm

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H E A LH E A L T H Y. HEA L UL SO HEAL

CLEAR SPACE

HEAL

CLEAR SPACE & MINIMUM SIZE

HEAL T H Y. SOUL

DO’S & DON’TS

HEAL T H Y. SOUL

HEAL T H Y. SOUL

HEAL T H Y. SOUL

HE A TH L Y. SO UL

HEAL T H Y. SOUL

HEAL T H Y. SOUL

HEAL T H Y. SOUL

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DO

DON’T

DON’T

Use official variations of the logo mark

Scale or reposition elements of logo mark

Change to other colours

Use correct inverse when necessary

Rotate logo mark

Change the typeface Stretch or flatten logo mark

Add new elements to the logo mark

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COLOUR SCHEME

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GREEN

GREEN

RGB CMYK PANTONE HEX

165 193 66 40 8 94 0 375 C #A5C142

WHITE

GREEN

RGB CMYK HEX

225 225 225 0000 #ffffff

TYPOGRAPHY

Aa

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%&?/”.

Aa

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%&?/”.

Aa

BRANDON GROTESQUE BLACK Use for headings

BRANDON GROTESQUE BOLD Use for sub-headings

MONTSERRAT SEMI BOLD Use for body text emphasis

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%&?/”.

Aa

MONTSERRAT LIGHT Use for main body text

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%&?/”.

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REFERENCES Page 11 https://au.pinterest.com/pin/479985272759412764/ https://emifiedorowicz.wordpress.com/2014/09/09/g-a-r-d-e-n-i-a-plant-nursery-brand-identity-design-by-luca-fontana/ http://www.logoinlogo.com/Gallery/Logo-Design-Samples-50-Excellent-Text-Oriented-Logo-Designs-378.htm http://elite-league.com/social-post/post-111773 https://au.pinterest.com/pin/358317714084238683/ https://au.pinterest.com/pin/356980707947878493/ Page 13 & 14 http://www.takeheeddesign.com/wp-content/uploads/2015/05/market-kitchen-catering-layout-web-800x700.jpg https://s-media-cache-ak0.pinimg.com/236x/cf/9d/ce/cf9dce71b42dafb4b39926f3d7087d19.jpg www.estudiomenta.mx http://www.strategy.co.nz/media/38861/gcc_02.jpg http://payload64.cargocollective.com/1/7/253421/3597975/houes.png https://au.pinterest.com/pin/183099541071495733/ https://s-media-cache-ak0.pinimg.com/originals/48/ab/63/48ab634b0f82f41b780e773edbf31d35.jpg https://s-media-cache-ak0.pinimg.com/236x/3a/1d/34/3a1d3439ade8793058a8765d898c05bf.jpg https://d13yacurqjgara.cloudfront.net/users/506750/screenshots/2875617/food-fellas-dribbble_1x.png https://s-media-cache-ak0.pinimg.com/564x/c0/ec/24/c0ec24e414572fe4ed0f1ed98d0adbc5.jpg https://mir-s3-cdn-cf.behance.net/project_modules/disp/0046465122600.5602 15dc361c2.jpg https://www.google.com.au/imgres?imgurl=https%3A%2F%2Fs-media-cache-ak0.pinimg.

Page 15 http://www.strategy.co.nz/our-work/the-great-catering-company.aspx Page 16 https://caavadesign.com/#work Page 17 https://www.behance.net/gallery/15458937/Foxhall-Catering Page 24 & 25 https://au.pinterest.com/pin/25543922863952145/ https://au.pinterest.com/pin/296604325440712708/ https://au.pinterest.com/pin/453385887469139449/ https://au.pinterest.com/pin/435723332675361731/ https://au.pinterest.com/pin/96686723224522518/ https://au.pinterest.com/pin/298011700319308441/ https://au.pinterest.com/pin/96757091973049841/ https://au.pinterest.com/pin/132363676525796113/ https://au.pinterest.com/pin/162481499035351593/ http://goldrave.tumblr.com/post/125348292291/parfloral-x http://goldrave.tumblr.com/post/147949115136 http://goldrave.tumblr.com/post/146701064000 http://goldrave.tumblr.com/post/131863836651 https://au.pinterest.com/pin/311100286739403207/ https://br.pinterest.com/pin/496310821419205150/

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