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Brand Manual


Contents Introduction Clear space and minimum size Color Inversed logo Typography Namecard Food truck Order chit Website Smartphone application Monthly Flyer Brand Manual Packaging Miscellaneous Advertising

2–3 4 5 6–7 8 9 10 – 11 12 13 – 22 23 – 29 30 – 33 34 – 35 36 37 – 41


Page 4 | Introduction

The Daily S’wich Daily [dey-lee] adjective 1. of, done, occurring, or issued each day or each weekday:

daily attendance; a daily newspaper.

2. computed or measured by the day: daily quota; a daily wage.

S’wich [swich] noun 1. the contraction of the word ‘sandwich’ verb 2. to change direction or course; turn, shift, or change. 3. to exchange or replace something with another: He had

unhealthy snacks for lunch everyday and needed a s’wich.

The Daily S’wich Brand Guidelines


The Daily S’wich Brand Guidelines

Introduction | Page 5

The Daily S’wich is a mobile sandwich business that travels around Singapore on a pre-determined schedule, serving fresh, customizable sandwiches. Its name was derived from the brand’s positioning of being an essential part of its consumer’s everyday lives, as well as a call for change in Singaporean’s dining options. The logo is a refined crossover of traditional and contemporary, made to reflect the business’s beliefs in homely meals and healthy eating habits.


Page 6 | Clear space and Minimum Size

The Daily S’wich Brand Guidelines

Clear Space Take the height of the letter ‘S’ in S’wich as a guide for the logo’s breathing space. To ensure that effectiveness of the logo is not compromised, no graphic or text should intrude into this area.

Minimum Size 20 mm

The logo consistes of type with fine strokes. In order to ensure legibility, the logo should not be reduced beyond the width of 20mm.


The Daily S’wich Brand Guidelines

Color Application | Page 7

Pantone 109 C C: 0

R: 255

M: 10

G: 221

Y: 100

B: 0

K: 0

Color Pantone 109 C C: 0

R: 255

M: 10 Y: 100

G: 221 B: 0

K: 0

The main color that represents the brand is a cheerful and approachable shade of Yellow against a strong, contrasting Black. The colors used throughout the brand’s identity must not stray from the listed Pantone, CMYK and RGB Formulas.


Page 8 | Inversed Logo

The Daily S’wich Brand Guidelines

Inversed Logo The two-colored version on the logo should only be used when applied against 0-50% black background. Logo should be all white when applied on backgrounds darker than 50% black, and all black when applied on the signature yellow. Any other color combination is strictly prohibited.


The Daily S’wich Brand Guidelines

Inversed Logo | Page 9

Unacceptable Application The Daily S’wich logo should not be applied on any colors aside from its corporate colors. Application of logo on images is also not advised.


Page 10 | Typography

The Daily S’wich Brand Guidelines

Typography Didot

Source Sans Pro

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


The Daily S’wich Brand Guidelines

Name Card / Loyalty Card | Page 11

Name Card / Loyalty Card The name card is a 165mm by 165mm square perforated diagonally across the center to give two triangles. One half seves as the namecard while the other half serves as a loyalty card.


Page 12 | Food Truck

The Daily S’wich Brand Guidelines

WEBSITE

thedailyswich.co m TELEPHONE

+65 6123 456 7 EMAIL

hello@thedailyswich.co m

BE ON OUR TAILS!


The Daily S’wich Brand Guidelines

Food Truck | Page 13


Page 14 | Order Chit

The Daily S’wich Brand Guidelines

Surprise S’wich!

Start Ticking!

th 2 or Any or der wi 2 or less cheese + .50 $3 = at less me

Order Chit Customers can choose to create their own sandwich by filling up the check boxes. Alternatively, they can select the Surprise S’wich, which is a secret order.

OR

every + $0.50 for order of subsequent se meat or chee

Surprise Choose our in for an be S’wich and treat! unexpected

Meat

Bread white t whole wh ea sourdough rye toasted d french toaste (+ $0.80)

Veggies

tuce romaine let es sliced tomato cucu mbers

olives red onion s sour pickles asparagus eggplan t avocado green peppers

Beverag e (+ $2.30)

tea homemade ice lemon tea

There are up to 5 different Surprise S’wiches each month, and the QR code on each order chit is a code to a different one.

ic ken shredded ch n turkey baco turkey ha m beef salam i n smoked salmo tuna sp read

Cheese

chedda r mozzerella swiss pepper jack

Dressing

rd honey musta mayo e bbq sa uc grette sea salt vinai mic creamy balsa

Soup (+ $1.00)

soup of the

Order Number:

day !


The Daily S’wich Brand Guidelines

Website | Page 15

Website

www.thedailyswich.com


Page 16 | Website

The Daily S’wich Brand Guidelines

Home The homepage displays the advertisements for the smartphone application as well as information on the Soup of the Day.


The Daily S’wich Brand Guidelines

Website | Page 17


Page 18 | Website

The Daily S’wich Brand Guidelines

‘Our Story’ An introduction to The Daily S’wich along with pictures of the food truck.


The Daily S’wich Brand Guidelines

Website | Page 19

Menu A brief write-up about what The Daily S’wich has to offer, and the quality of food customers can expect from the brand.


Page 20 | Website

The Daily S’wich Brand Guidelines

Schedule The updated schedule of the food truck with the time and location listed clearly for each day of the week.


The Daily S’wich Brand Guidelines

Website | Page 21

Customers can view the exact listed locations of the day on Google Maps simply by clicking on the map icon.


Page 22 | Website

The Daily S’wich Brand Guidelines

If the customer wishes to be reminded about a particular visit, he/she can click the pencil icon and leave a contact number. The Daily S’wich will send him/her a text message reminder prior to the visit.


The Daily S’wich Brand Guidelines

Website | Page 23

Order Customers are taken through a simple step-by-step order process.


Page 24 | Website

The Daily S’wich Brand Guidelines

Contact Contact details as well as a form for submission of questions, feedback or requests.


The Daily S’wich Brand Guidelines

Smartphone Application | Page 25

Smartphone Application A smartphone application available on both iOS and Android that allows customers to preorder as well as browse through different sandwiches ordered and uploaded by other customers.


Page 26 | Smartphone Application

The Daily S’wich Brand Guidelines

Log In Users can create an account, or simply use the app as a guest. They would still be able to use the tracking, browsing and pre-ordering functions of the application.


The Daily S’wich Brand Guidelines

Smartphone Application | Page 27

Profile Users with an account would have their own profile page, where records of their previous orders would be displayed. They can also share images related to their experience with The Daily S’wich. With an account, users can also have their payment details and favorite locations stored to make future preordering easier.


Page 28 | Smartphone Application

The Daily S’wich Brand Guidelines

Schedule A clear list of time and locations the food truck would be visiting. Users can view the exact spot on the map and set a reminder for any particular visit.


The Daily S’wich Brand Guidelines

Smartphone Application | Page 29

Reminder Users can choose the day and time of visit they want to be alerted on, and decide when they want to recieve the reminder. The reminder will be in the form of a pop-up notification so users will have to keep their notification settings for The Daily S’wich phone application on.


Page 30 | Smartphone Application

The Daily S’wich Brand Guidelines

Pre-Order Users will be taken through a stepby-step ordering process before they checkout to the payment page and decide which time and location they wish to collect their order from.


The Daily S’wich Brand Guidelines

Smartphone Application | Page 31

Browsing To get inspiration for creating the perfect S’wich, users can search relevant keywords and view other users’ orders. And like the latest Social Networking applications, users can upload their photos with hashtagged keywords to increase the chances of their posts appearing when others browse.


Page 32 | Monthly Flyer

The Daily S’wich Brand Guidelines

Monthly Flyer The Daily S’wich monthly flyer will be rolled up and sent as a direct mailer. There will also be a stack of the flyers at each stop for customers to view and keep for future reference. A new issue is published each month with updated happenings, more fun facts and an introduction to the improved menu.


The Daily S’wich Brand Guidelines

Monthly Flyer | Page 33


Page 34 | Monthly Flyer

The Daily S’wich Brand Guidelines


The Daily S’wich Brand Guidelines

Monthly Flyer | Page 35


Page 36 | Packaging

The Daily S’wich Brand Guidelines

Sandwich Box Customers will recieve their sandwich in a square box with its opening diagonally across the center. One side of it is perforated, while the other is sealed with The Daily S’wich logo sticker. Customers can peel open the sticker and tear their box in half to enjoy their sandwich. As the sandwich is cut into two triagles, customers can choose to consumer one half at a time. If they leave the perforated side intact, they can also use the box to store the uneaten half for later.


The Daily S’wich Brand Guidelines

Disposable Cup Sleeve

Packaging | Page 37


Page 38 | Miscellaneous

The Daily S’wich Brand Guidelines

Uniform All staff are to be dressed comfortable in plain black T-shirt and jeans while wearing The Daily S’wich apron.

Serviettes


The Daily S’wich Brand Guidelines

Advertising | Page 39

Advertising

Floor Mural To be installed in the town area before the launch day.


Page 40 | Advertising

The Daily S’wich Brand Guidelines

Pre-launch Posters To be put up at bus stops and train stations a month before the launch as a teaser.


The Daily S’wich Brand Guidelines

Advertising | Page 41

Post-launch Posters To be put up at bus stops and train stations after The Daily S’wich has started business.


Page 42 | Advertising

The Daily S’wich Brand Guidelines

SIDE A

SIDE B

Bus/Train Hangers A set of 3 hanger advertisements (85mm x 195mm) to be hung in buses and trains after the launch.


The Daily S’wich Brand Guidelines

Advertising | Page 43



The Daily S'wich Brand Manual