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Brand Identity Manual


Š R.C. Bigelow, INC. Fairlfield, CT 06825 www.bigelowtea.com


Brand Identity Manual


“You can never get a cup of tea large enough or a book long enough to suit me.” –C.S. Lewis


Table of Contents Who We Are......................................................... 7 What We do..........................................................8 What We Value......................................................8 Identity.............................................................11 Print Materials.................................................. 21 Digital Media..................................................... 35


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Who We Are Started by Ruth Campbell Bigelow in 1945, we are, first and foremost, an American family company. The movement began when Ruth, an avid tea drinker, decided to make flavored teas so that more Americans would enjoy the hot beverage. So, she created her “Constant Comment� tea, which was an instant success. Her business started very small, but gradually grew into the success that it is today. Because of its small beginnings, our company knows the importance of the little details. We put special care into every tea that make, and are very concerned about preserving its quality and freshness.

For over 20 years, Bigelow has been giving back to the community by supporting local causes, giving money to charitable organizations, and by encouraging employees to participate in service projects. We also create a positive influence by taking sustainable actions, such as energy and land conservation, waste reduction, and by teaming up with ethical suppliers. Bigelow has consistently put a huge emphasis on ethical responsibility and sustainability. The tea suppliers that we work with in Sri Lanka, India, and China all use sustainable farming practices, and apply fair working conditions for all of their employees.

In 2003, Bigelow purchased the Charleston Tea Plantation, a true working tea farm in South Carolina, where American Classic Tea is grown. We continue to produce this tea, and the plantation is open for free tours and visits.

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What We Do

What We Value

Position We are an American family company, focused on creating rich experiences & relationships through flavorful teas.

American family tradition

Value Prop Bigelow is a maker of unique, comforting, flavorful teas that evoke old world feelings of leisure & luxury, while remaining affordable for everyone.

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Strong relationships Ethical responsibility Full, aromatic flavors Rich experiences


Brand Portrait Aromatic Flavors Family Tradition

Relationships Rich Experiences Responsibility 9


“Thank God for tea! What would the world do without tea? How would it exist? I am glad I was not born before tea.” –Sir Phillip Sidney


Identity Primary Mark.................................................... 12 Secondary Mark.................................................. 13 Black & White Mark............................................ 14 Brand Colors..................................................... 15 Typefaces.......................................................... 16 Imagery............................................................ 19


Primary Mark Our primary mark conveys both our sense of family tradition and our desire to continue innovating and creating new, rich experiences for our customers. The flourishes on each side of the type are inspired by shapes found in traditional Victorian style plantation houses, while the customized type is geometric, carrying more of a contemporary tone.

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Mark Variations Color Variations Our primary mark can either be a single brand color (as seen on the opposite page), in black or white (as seen on the following page), or a combination of the two, with the flourishes being one of the brand colors, and the type either black or white, depending on the application. Secondary Mark The Victorian-style flourish can stand alone as a secondary mark, with limited application. It is generally used when the primary mark such as the tag attached to the tea bags.

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Black & White Mark Our primary mark conveys both our sense of family tradition and our desire to continue innovating and creating new, rich experiences for our customers. The flourishes on each side of the type are inspired by shapes found in traditional Victorian style plantation houses, while the customized type is geometric, carrying more of a contemporary tone.

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Brand Colors Rather than having a few official brand colors, we have a set of colors that alternates depending on the flavor of tea. Each color is used independently of the others, so never mix them in one application. These vibrant colors reflect the rich flavors and experiences associated with Bigelow teas.

PANTONE 179

PANTONE 7622

C:1  M:75  Y:87  K:2 R:232  G:99  B:53 #E86234

C:0  M:96  Y:85  K:27 R:183  G:32  B:38 #B71F26

PANTONE 91–7

PANTONE 118–7

PANTONE 154­–8

C:56  M:88  Y:0  K:0 R:133  G:67  B:154 #854399

C:88  M:0  Y:13  K:0 R:0  G:179  B:216 #00B2D8

C:62  M:0  Y:100  K:0 R:108  G:190  B:69 #6BBD44 15


Primary Typeface Our primary typeface is Mrs. Eaves: an American update of the English typeface Caslon. This typeface reflects the sense of tradition that the brand maintains, while still remaining contemporary.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Mrs. Eaves Roman

A BC D E FG H I J K L M NO P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 0123456789 Mrs. Eaves Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Mrs. Eaves Small Caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv w x yz 0123456789 Mrs. Eaves Bold

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Web Typeface For our web presence, we use Georgia in place of our primary typeface. It can also be used on print materials if Mrs. Eaves is not available.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Georgia Regular

A BC DE F G H I J K L M NOPQ R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 0123456789 Georgia Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Georgia Bold

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Imagery Photography In oder to communicate the warmth of our brand, photography should have a shallow depth of field, and, if full-color, have a warm overall tone. Colors should be vibrant, signifying the richness of flavor and of experiences related to our brand. Full-color photos will be used mainly for digital media, while printed pieces will mainly be duo-tone (see opposite page), using one of the brand colors. Patterns Based on traditional Victorian patterns, this form of imagery is created using the secondary mark, and is used across various printed materials in order to further tie the brand back to its American family roots.

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“Where there’s tea, there’s hope.” –Arthur Wing Pinero


Printed Materials Business System.................................................. 22 Packaging.......................................................... 30


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Business System Just like the brand colors signify a particular flavor of tea, the color of the business system varies, depending on the department of the employee. Only one color may be used at a time, and elements of the business system that are different colors may not be part of the same system. Because of our strong emphasis on sustainability and ethical corporate responsibility, all printed items are on 100% recycled paper.

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Business Card Following the general aesthetic of our new tea packaging, the business card consists of two separate components: the card itself, and the stick-on label. The base layer will be coverstock, printed in the designated brand color, while the label will be printed on sticker paper. This label will display the brand mark on the front of the card, and the cardholder’s contact information on the back.

David Bigelow Owner & Chairman

T: 616-339-3075 E: dcb@bigelow.com www.bigelowtea.com

Paper Specifications Neenah Royal Sundance: 100 PC White, 80C

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Letterhead The letterhead may be used in either an inkjet or laser printer, and the contents should be set in 10/14 Mrs. Eaves (unless the computer does not have the typeface, in which case Georgia may be substituted.) Paper Specifications Neenah Royal Sundance: 100 PC White, 70T

December 14, 2012 Jim Moriarty, Consultant 5280 London Ave. New York, NY 58151 Dear Mr. Moriarty, Be not alarmed, Sir, on receiving this letter, by the apprehension of its containing any repetition of those sentiments, or renewal of those offers, which were last night so disgusting to you. I write without any intention of paining you, or humbling myself, by dwelling on wishes, which, for the happiness of both, cannot be too soon forgotten; and the effort which the formation and the perusal of this letter must occasion should have been spared, had not my character required it to be written and read. You must, therefore, pardon the freedom with which I demand your attention; your feelings, I know, will bestow it unwillingly, but I demand it of your justice. Two offences of a very different nature, and by no means of equal magnitude, you last night laid to my charge. The first mentioned was, that, regardless of the sentiments of either, I had detached Mr. Bingley from your sister; — and the other, that I had, in defiance of various claims, in defiance of honour and humanity, ruined the immediate prosperity, and blasted the prospects of Mr. Wickham. — Wilfully and wantonly to have thrown off the companion of my youth, the acknowledged favourite of my father, a young man who had scarcely any other dependence than on our patronage, and who had been brought up to expect its exertion, would be a depravity to which the separation of two young persons, whose affection could be the growth of only a few weeks, could bear no comparison. But from the severity of that blame which was last night so liberally bestowed, respecting each circumstance, I shall hope to be in future secured, when the following account of my actions and their motives has been read. — If, in the explanation of them which is due to myself, I am under the necessity of relating feelings which may be offensive to your’s, I can say that I am sorry. — The necessity must be obeyed — and farther apology would be absurd.

Regards,

Shirly Holmes

201 Black Rock Turnpike | Fairfield, CT | 06825 616–329–3075 | www.bigelowtea.com

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Our envelopes will simply be standard white envelopes, but the address label will mimic the style of the business cards and packaging. The portion with the brand name and address faces toward the front, while the left part of the label wraps around to the back. Color varies, depending on the rest of the business system.

201 Black Rock Turnpike Fairfield, CT 06825

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Envelope

Jim Moriarty 5280 London Ave. New York, NY 58151

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201 Black Rock Turnpike Fairfield, CT 06825

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Paper Specifications Neenah Royal Sundance: 100 PC White, 70T Size: #10 commercial

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Packaging The goals of our packaging design were to increase shelf precense, preserve the freshness and quality of the tea, and to reflect the feeling and tradition of our brand (while not feeling too stuck in the past).

Front of Box

Shelf Presence Rather than mimicking the popular rectangular box shape, our new boxes are cubes, which stand out among the identical boxes of competitors. In addition, the use of white space and of bold colors makes the packaging eyecatching. Freshness & Quality Our regular tea bags have been replaced with pyramidshaped satchets. This allows larger tea leaves to be used, which means that each tea will have a fuller flavor. Additionally, our package “clicks� on closure, reassuring customers that freshness of the tea within will be preserved.

Side of Box

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Packaging Tradition Our packaging uses Victorian-inspired patterns, hinting at the company’s rich American family heritage. These patterns are paired with the updated American typeface, creating an engaging, attractive design that evokes feeling of tradition, without being overt. Feeling We wanted to give each package a personal touch, so that customers would feel that drinking our tea is an enriching experience. So, we customized the lids on our boxes to contain various quotes about the comforting nature of tea.

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“Tea? It’s like a hug in a cup.” –Patrick Jane


Digital Media Web Site............................................................ 36 Social Media...................................................... 38


Web Site Our web site serves as the hub of our web precense. It gathers all of our social media content and feeds it into the home page, gives visitors a brief history of our company, showcases our corporate ethical responsibility, contains practical tips on proper tea preparation, and gives visitors the opportunity to purchase our teas online.

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Splash Page

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Social Media Plan Tone Since one of our core values is building relationships, particularly with customers, our goal in social media is to be very conversational, informal, and open. We don’t want to sell ourselves: we want to form relationships. Twitter We will use Twitter to start conversations about our teas by centering our content around tea-related activities. For example, discussing good books to enjoy with a cup of Earl Grey, mentioning our favorite foods to eat with English Teatime, and sharing our favorite tea to drink in the Fall. Constant Comments Part of our social media plan invloves revamping the current Constant Comments blog in order to make it consistent with the brand. It will be promoted on social media, and will discuss the incorporation of our teas into daily life.

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Facebook Our Facebook page will be used to connect with customers on a more personal level: to engage in conversation with them and invite them to share their many tea-drinking experiences with us.

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Lauren Pinner pinnerl@ferris.edu Ferris State University Š R.C. Bigelow, INC.


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