Style Guide We are an upcoming franchise business specialized in selling high quality vegetarian food combing freshness and lifestyle.
our philosophy we supply you with fresh high-quality ingredients showing you how easy and delicious being a vegetarian can be. for starters we provide mouth - watering recipes and if you can’t get enough you can eat instantly in our restaurants. Reaching out to people in their starting twenties we can reach the people that started the bad habits of eating cheap and unhealthy food start to grow. But this food leaves you often unsatisfied, why you are starting to buy and eat more of that unsatisfying food. But why when there is an alternative?
Our target audience are people between twenty to thirty years who are starting to develop their own lifes. We want to show them a vegetarian lifestyle without demonizing meat but showing how good eating healthy can be.
Our ideal customer is a female student of 24 years with middle income. She is financially We provide quality fruits and vegetables, that dependent, but spents money on quality, not are harvested at the ripening, are aromatic and quantity. That is why she likes to shop for spejuicy and will stay fresh for days. cial items and cares about where it comes from. She is aware of her body and her mind. She is We may not be as cheap as the next discounter, aware of healthy living and good nutrition and but we care about our product and our custocares about eating proper. mers. That is why we defined what we want to do. There is no coming back. Because she is out a lot she needs to have a consistant place where she nows to get quality food and maybe even supporting her local environment in buying local food. The shop is a place where she can trust to get fresh and healthy food without stress and effort.
store ∙ sell high quality food ∙ advertise healthy living and vegetarian lifestyle
restaurant
cooking classes
∙ selling fresh dishes ∙ tasting vegetarian food ∙ quick meal
For structural reasons we divided the brand of parsley‘s in three categories: store, restaurant and cooking classes. all of them support our philosophy in differen perspectives. the store gives the customer the direct option buying high-quality food, with the restaurant we give him the option of tasting it cooked and prepared and finally at our cooking classes you can develop your own cooking qualities.
∙ help to succeed on own ∙ create community ∙ experimental fun
every single of these sub-brands are essential to our overall philosophie to enable our customer to a healthy, vegetarian living. in further ideas, there would have been visualized subbrands in combination with the actual logo and maybe also colouring.
Parsley (Petroselinum hortense) is native to the central Mediterranean region and widely cultivated as an herb, a spice and a vegetable. the parsley is a typical german pot - herb used in dishes. it is always fresh harvested from the garden or a little pot and tastes very fresh and aromatic with a nice texture. We chose the name because we wanted the undecided connotation to fruits and vegetables fresh out of the garden and easy but tasty food freshly made.
the visual look There‘s no need for ornaments. The natural beauty of our products can speak for itself and advertise. Based on this our look is very minimalistic and pics up harmonic principles, but feels no need of decorations.
The Basic is a oval, that forms the basic shape for almost every character. Because this shapes are unique they will be only used as our logo font.
the word- and picture mark
x x/2 x/(1,618)2
x/1,618
construction of the word mark
y
y/2
Combination with the picture mark in a inferior position
the picture mark is created out of the counter of the character „a“ and made slight adjustments for standing alone. Finally we decided to give the leave-shape a branch.
r/2 2/(1,618)
r/2
yes!
the leaf can be used mirrored. the Basis builds the left one.
no! x x
the edge of the leaf should be always up. Combination with the picture mark in a superior position
the beginning of the branch should not look like a smilie.
individual color schemes We think that every person counts. every person in our company has a special part to our success.
On this page you can see the basic colour system we chose and our people can use to find a fitting colour to the whole concept.
to show that piece of stationery is colour-branded by its owner. you‘ll never get a letter from „the company“ but from an employee you can personally call and ask if help needed.
every colour gets it‘s own slightly darker textcolour for coloured small text or light lines. For that the basic colour is mixed with + 15 % black.
C5 M90 Y0 K0 textcolour + 15 %
C5 M90 Y40 K0 textcolour + 15 %
C5 M90 Y90 K0 textcolour + 15 %
C5 M40 Y90 K0 textcolour + 15 %
C5 M0 Y90 K0 textcolour + 15 %
C40 M5Y90 K0 textcolour + 15 %
C5 M40 Y90 K0 textcolour + 15 %
C5 M0 Y90 K0 textcolour + 15 %
C40 M5Y90 K0 textcolour + 15 %
With tagging it is almost the same. We try to emphasise the colour and mood of the product and take that as a indicator for the colour.
StR a B e R R iW eS h a rv e s 60 g
te d b y hand
stationery We think every single employee is important. We want to get to know our customers and also let them know who we are. We are no faceless company, we are people working for a joint cause. So you‘ll find in every letter a businesscard, giving you a contact person with an actual name and a face.
the businesscard is designed to work on the upper right edge on the letter, revealing the coloured logo in the cut-out. it is short-term jointed by a paper clip in the personalized colour.
name
Miri yun
Cell Fon email url
Cell +49 (0) 17 34 63 92 79 Fon + 49 (0) 89 87 86 93 ‐ 6 miri.yun@ parsleysfood.com www.parsleysfood.com
title
Miri yun CeO parsley‘s
Cell +49 (0) 17 34 63 92 79 Fon + 49 (0) 89 87 86 93 ‐ 6 miri.yun@ parsleysfood.com www.parsleysfood.com
CeO parsley‘s
25 mm
103 mm
6 mm
35 mm
15 mm
10 mm
90 mm
Jessica day Millerstreet 45 - b 78394 new Flatown
Concerning our company philosophy
21.03.2012
dear Jessica day, We supply you with fresh ingredients showing you how easy and delicious being vegetarian can be. For starters we provide mouthwatering recipe-ideas and if you can’t get enough you can try them instantly in one of our event restaurants. We want to focus on the younger people (20 to 25 years) wich are starting to develop their own lifes and lifestyles. We want to show them a vegetarian fooddirection without demonizing meat but showing how good eating healthy can be. Our ideal customer is a female student of 24 years with less income. She is financially dependent, but spents money on quality, not quantity. that is why she likes to shop for special items and cares about where it comes from. She is aware of her body and her mind. She is aware of healthy living and good nutrition and cares about eating proper food.
Parsley’s Groceries GmbH Schillerstraße 7 73525 Schwäbisch Gmünd Fon +49 (0) 89 87 86 93 ‐ 6 Fax +49 (0) 89 87 86 93 - 0 www.parsleysfood.com miri.yun@parsleysfood.com konto 236 193 088 kreissparkasse Ostalb BlZ 057 482 93 Registration Office Stuttgart HRB 167009
there isn‘t anything like that unti now, that is why we even started with this idea. We see this market concept missing in our current industry and want to fill this gap. We are our own best customers. One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly. slightly domed and divided by arches into stiff sections. the bedding was hardly able to cover it and seemed ready to slide off any moment. His many legs, pitifully thin compared with the size of the rest of him, waved about helplessly as he looked. „What‘s happened to me? „ he thought. it wasn‘t a dream. With best regards,
Miri Yun CeO parsley‘s
you got mail! to follow our golden-section-visuals we made the letters in the proportion of the golden section. For this we kept the height of the dina4 (297 mm) and adjusted the width (184 mm) the basic idea was making the letter more personal in adding on each letter a businesscard. We wanted to adapt the cut-out idea in a different way, so we placed the businesscard over a full-colored logo in the same size. the recipents adress starts at same height as the logo. the positioning of the logo follows the combination with the businesscard (+ 7 mm buffering).
the stationery of each employee is adapted to his colour, also his letters and envelopes. the logo and all his personal informations on the right column, the folding-dots and also the headline (for a better impact) are in the employees colours. We used the font Frutiger for the strong similarity to our logo and for it‘s lightness and accuracy, as for every other product in left-align:
the headline as well as the date are written in blue and on the same line.
the adress is in Frutiger light 10pt with 13 pt line height.
The Headline is in Frutiger Roman, 11pt and colored to minimalize the optical proportion to Starting on the same line as the actual lettertext the blue box holds several personal and business informations.
the main reading text that is in Frutiger light, 10 pt with 12,5 pt line height. Bold text will be shown in Frutiger Roman. the side colum is as the adress iin 7,5 pt with 10 pt line height with the individual colour of the employee. The bold text for here is also in Roman.
in order to get a nice proportion of the letterhead and the businesscard we decided to make a new folding line. that results in reducing the height and showing the coloured backside of the letter.
Jess ica day Mille rstre et 45 - b 783 94 new Flato wn
M iri yun
CeO parsley‘s
Cell +49 (0) 17 34 63 92 79 Fon + 49 (0) 89 87 86 93 � 6 miri.yun@ par sleysfood.com ww w.parsleys food.com
the businesscard fits on the full-colored logo on the front, reavealing the colour in the cut-out. it will be hold with a temporary staple in the shape of our logo.
the name and the title always follow the greetings at the end. they will always stand on the last line of the letter, finishing up the right column in blue. even on the following up letters when the blue column is gone, the blue name and title will appear.
follow-up pages
other employees with other colours
letters will be sent to you in a also personalized letter with a coloured lining. the size of the envelop is shorter than usual because it is adapted to our own very special letter size. On the back there is a small adress in combination with the logo, the inside is also printed in blue.
15 mm
Schillerstraße 7 73525 Schwäbisch Gmünd
30 mm
10 mm
Herr Maximilian Mustermann Musterstraße 12-1 36785 Musterdorf
Packaging Because we sell products, that are fresh and high-quality they are the actual sale argument. We try to support our product, not hide it.
tagging the tags not just claim the product but also are a way to get our costumers inspired. We want to produce a tag line which has a receipe fitting to the product on it.
PanZanell a BRead Sal ad ingredients Olive oil large tomato Red onion italian dry bread Fresh basil Salt and pepper
4 tbsp 2 1/2 250 g 100 g
how to make
eX tR a ViRGin OliVe Oil
1. in a large bowl, toss 4 tbsp olive oil, salt and seasoning. 2. Cut into chunks tomatoes and bread in the same size, chop the red onion, and tear the fresh basil into little pieces. 3. Mix together and enjoy.*
fi rst cold press 500 ml
*P a n z a n e l l a B r e a d S a l a d i s b e s t e at e n w i t h i n t w o h o u r s .
recipe inside
front
this tag line takes that cut-out-theme and makes it to a peephole for possible dishes. On the first page there is nutrition an overall information, when you open the tag on the inside is a desciption and recipe.
PanZ anell a BRead Sal ad
eX tRa PanZanell a ViRGin BRead OliVe Sal adOil
Panzanella Bread Salad is known as italian Bread Salad, which is an italian dish in the regions of tuscany, Marche and lazio. this salad is popular in the summer.
Bread Salad is known fiPanzanella rst cold press as italian Bread Salad, which is 500 ml an italian dish in the regions of tuscany, Marche and lazio. this salad is popular in the summer.
the second and smaller version of the tag-line are for smaller jars, like for spices etc. they consist out of just one piece of tag and on the backside there is no recipe, but a description of what the product is and where it is from.
PuRe Sea Salt harvested by hand
our salt is pure fl avor
60 g
this is hand-har vested, solar evaporated ocean water. and the natural minerals add subtle nuances of flavor.
front
back the tags are held by a black string drawn through a small hole at the top of the tag.
PuRe Sea Salt harvested by hand 60 g
our salt is pure fl avor this is hand-har vested, solar evaporated ocean water. and the natural minerals add subtle nuances of flavor.
bottle design When for non-fruit-products we will use paper bags or bottles and jars. We designed the jars ourselves based on the golden section we already used in many other applications of our corporate identity. We tried out many materials, but finally decided to stick with transparent glass because it shows our product complete in it‘s form and colour. the bottles will be closed with cork.
tR a eX an ell a Pa nZ Gin ViR d ea BR iVe Oil Ol Sa l ad
a Bread Salad is know n anell press rst cold fiPanz n Bread Salad , whic h is italia as ml 500 of an italia n dish in the regio ns tusca ny, Marc he and lazio . this salad is popu lar in the summ er.
PuRe Se a S a lt h ar ve st ed 60 g
b y h an d
box design
folding line
For showing purposes and for gift bags we decided to make a box filled with ingredients. Which also supports our philosophy to get people to try out new recipes. The box always consists of one dish for two people.
box grid 1:7
window for sneak peek.
minimalistic photos show parts of the ingredients
Vegetarian is tasty! We understand that life is busy and you don‘t always have time to look for healthy food. For that we created our own in-shoprestaurant where you can get your daily dosis of tastyness. We offer two daily menus that are carefully combined 3 course: starters, main and dessert. There is a „basic menu“ that delivers you a nice meal and there is a „fine menu“ with exotic and experimental ingredients wich costs a little bit more. Our goal is to get out the word that vegetarian food can be a fine tasting experience. Come to our store and try it out. If you like it, you can grab the ingredients and also the recepies you just ate and cook it for yourself! (And for the ones who think they cannot cook there are cooking-lessons on a monthly basis. We want you to succeed!) In almost every store there is a small restaurant in form of a bar. You can see where your food is made and can eat in the great atmosphere of fresh food and nice dining.
This is the documentation for the teamproject in „Flexible Corporate Identity“ by Tanja Huber. Fourth semester, wintersemester of 2011/12 Constanze Kowarsch - c.kowarsch@web.de Miri Yun (Korean Erasmus) - miriyun@me.com
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Hochschule für Gestaltung Schwäbisch Gmünd