Z Specialty Food Brand Guide

SPECIALTY FOOD BRAND GUIDE

Z SPECIALTY FOOD BRAND GUIDE

The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of Z Specialty Food - its mindset, behavior, and personality - as well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, and sample marketing materials. This document lays the groundwork for creating focused campaigns and implementing effective strategies to promote Z Specialty Food.

Z SPECIALTY FOOD | BRAND GUIDE 2

WHO IS Z SPECIALTY FOOD?

Z Specialty Food is a family-owned gourmet food business guided by the values of integrity, community, social responsibility, and education with a commitment to environmentally sustainable practices. Z Specialty Food is the unifying force behind Island of the Moon Honey, Moon Shine Trading Co., and The HIVE based in Woodland, CA.

Who is Moon Shine Trading Co.?

Moon Shine Trading Co. is a pioneer of varietal honeys, committed to showcasing the best nature has to offer through more than 35 true to type varietal honeys from distinct floral sources. Founded in 1979 in Winters, CA, Moon Shine Trading Co. also curates a selection of nut butters, honey fruit spreads, and a line of beehive products that promote health and healing thanks to the incredible work of the honey bee.

Who is Island of the Moon Honey?

Established in 1976, by two friends in Esparto, CA, Island of the Moon Honey grew out of a mutual love of bees and evolved into a trusted source for pure, natural California varietal honeys. More than 50 years later, Island of the Moon Honey remains a favorite in California among consumers, chefs, brewers, bakers, and anyone else in search of classic California varietal honeys.

The HIVE is a 20,000 square foot zero net energy facility that opened in 2021, and serves as the physical home of Island of the Moon Honey, Moon Shine Trading Co. and The HIVE’s Tasting Room & Kitchen.

The HIVE is a community gathering place, with a mission to educate and engage others in varietal honeys, mead, honey bees, pollinators, and the Z Specialty Food family of products. The HIVE’s Tasting Room & Kitchen serves a local and seasonal farm-to-fork menu, showcasing varietal honeys and spreads from Island of the Moon Honey and Moon Shine Trading Co.

OUR BRAND STORY

Family-owned and operated, Z Specialty Food, is committed to the highest standards, an unwavering love for the earth and a tasting palate refined by over 45 years of passion and practice. With the help of the industrious honey bee, we deliver varietal honeys, nut butters, honey fruit spreads, and beehive products to a diverse clientele through direct-to-consumer relationships; chefs, foodservice and manufacturing industries; and on the shelves of specialty food stores and boutique markets.

We have developed multigenerational partnerships with beekeepers who share our core values of integrity, quality, and stewardship of the environment which allows us to curate some of the most unique flavor profiles and purest products in the market.

Our story begins with a journey of self-discovery. In the early 1970’s, Ishai Zeldner fell in love with honey bees and their perfect natural product, honey, while working as a commercial beekeeper on a kibbutz in Israel. A few years later, Ishai found himself beekeeping in California, where he fell in love with his first varietal honey, Yellow Star Thistle.

Determined to share his passion with others, he gifted Yellow Star Thistle Honey to loved ones until Moon Shine Trading Co. was born in 1979.

As the company grew, we added a line of nut butters and honey fruit spreads that echoed our initial focus of pure, simple, local (when possible), and unprocessed ingredients. Our commitment was validated when our varietal honey product line was recognized as a groundbreaking force in the industry by the Specialty Food Association. Several years later, our California Apricot Honey Fruit spread received top awards from both the Specialty Food Association and the National Honey Board.

Today, Moon Shine Trading Co. stands as a testament to Ishai’s dedication, offering a selection of gourmet varietal honeys, comb honey,

honey straws, nut butters, honey fruit spreads, and hive products.

As Moon Shine Trading Co. found its footing as a leader in varietal honeys, a serendipitous connection began to unfold. Two friends and fellow beekeepers had launched Island of the Moon Honey, just a few years earlier. Both companies specialized in high-quality varietal honey, forging a natural kinship between the two family-owned enterprises. Years later, the stars aligned, providing an opportunity for Moon Shine Trading Co. to honor that legacy by welcoming Island of the Moon Honey into the Z Specialty Food Family. This union was forged around a shared love for bees, the breathtaking landscapes of California, and a deep sense of community—a merger driven by the collective desire to offer the highest quality honey to the world.

Z Specialty Food has evolved into a regional and national authority on honey education, flavor, and the precious pollinators and environment needed to create every delicious jar.

In 2021, Z Specialty Food expanded its vision to share varietal honeys and pollinators with others, by opening the HIVE Tasting Room & Kitchen in Woodland, CA. the HIVE is California’s largest honey and mead tasting room, which educates visitors about varietal honeys, honey bees, and pollinators, offers seasonal farm to fork menu featuring Z Specialty Food products, and serves as the physical home of Island of the Moon and Moon Shine Trading Co.

At Z Specialty Food, every jar tells a story — one of dedication and collaboration while bringing the finest honey to your table. Join us on this flavorful expedition, where tradition, love, and vision along with a profound respect for nature converge to create a tapestry of taste that transcends time and place.

BRAND IDENTITY

BRAND VISION

Where does Z Specialty Food want to go and how does it see itself in 5-10 years?

Z Specialty Food aims to transform the way people understand and appreciate varietal honeys, pollinators, beekeepers, and their impact within our food systems. We help consumers develop a robust understanding and appreciation for the intricate relationships that creates the products we love and sell — from pollinators to beekeepers — fostering a sustainable and interconnected ecosystem that enriches both nature and humanity. We do this through experiential education alongside increased distribution and sales of the highest quality products and true to type varietal honeys.

BRAND PURPOSE

Why we do what we do.

Inspired by the industrious honey bee, Z Specialty Food procures, shares, and educates others about nature’s purest varietal honeys, nut butters, fruit spreads, and beehive products. Our family business supports beekeepers and farmers while celebrating the exquisite ingredients that nature has to offer.

BRAND HIERARCHY

How does Z Specialty Food relate to the brand family?

Moon Shine Trading Co.

Island of the Moon

the HIVE

BRAND VALUES

These guide our brand internally and externally.

Education

We are passionate about educating our customers and community about honey, pollinators, and our natural environment.

Social Responsibility

Z Specialty Food is committed to ethical practices that make a positive impact on our business and team members, customers, community, and environment.

Integrity

We consistently prioritize honesty, transparency, and ethical practices by delivering on promises and aligning our values and actions. Through this principle, we build trust, establish long-lasting relationships with customers, beekeepers, industry partners, and our community.

Environmental

Sustainability

Z Specialty Food is committed to minimizing our ecological impact and fostering long-term environmental health through eco-friendly practices, resource conservation, and responsible sourcing. The HIVE, Z Specialty Food’s home, is an entirely electric zero-net energy facility. All packing materials are recycled or recyclable (no plastics).

Community

We work to create a sense of togetherness that goes beyond transactional relationships, focusing on building a supportive and engaged network that benefits both the Z Specialty Food brand and our community members. Our owners are actively engaged in furthering food and agricultural communities throughout northern California.

BRAND PERSONALITY

Traits that describe who Z Specialty Food is as if our brand were a person.

EXPERT / INFORMATIVE

TRUSTWORTHY / GENUINE

SUSTAINABLE / ENVIRONMENTALLY AWARE AND CONSCIOUS

PROFESSIONAL YET APPROACHABLE

BRAND PROMISE

How we help people and make their lives better. Our value proposition.

With each golden drop, Z Specialty Food offers not just honey but a legacy — a promise to bring you the finest, varietal honeys, nut butters, honey fruit spreads, HIVE products, and farm to table meals that reflect our commitment to quality and the pure joy of sharing nature's bounty with your family, just as ours has for generations. At Z Specialty Food, every jar tells a story, and every taste is a celebration of nature's authentic complexity and sweetness.

BRAND POSITION

How is Z Specialty Food connecting with the target audience?

How do we exist in people’s minds? What makes us stand out?

Z Specialty Food is a regional and national leader in honey education, flavor, and the precious pollinators and environment needed to create varietal honeys, nut butters, honey fruit spreads, and hive products, thanks to a legacy cultivated by an unwavering commitment to excellence.

As a family-owned brand, we pride ourselves on crafting not just exceptional products but being a steward of our community and environment. With Z Specialty Food, you’re not just savoring unmatched flavors; you’re indulging in a family’s passion, a commitment to quality, and a timeless journey of sweetness.

BRAND MESSAGING

Who we are, how we do it and why we stand out.

BRAND VOICE & TONE

How we express ourselves and how we want people to feel.

Z Specialty Food is a leader and trusted source in the varietal honey industry - but above all, we’re experts in flavor. We create opportunities for the novice and lifelong foodie alike to learn, enjoy, and experience the distinct flavor profiles associated with each varietal honey.

Z Specialty Food brings a light-hearted and approachable tone to our interactions with guests and clients.

When writing about Z Specialty Food, use simple language to explain facts, shared with a compassion that reflects the tone and gracious nature of family. Using a bit of whimsy, puns, and lighthearted delivery brings joy to all those we interact with.

Practically, product flavor profiles, and descriptions are important to include when appropriate, as well as suggested pairings or applications.

BRAND TAGLINES

Visionaries of Varietal Honey since 1979. Sweeten Your Life. Daily.

BRAND BOILERPLATE

Z Specialty Food is a family-rooted endeavor, with over 45 years of dedication that stands as a beacon of excellence in varietal honeys, nut butters, honey fruit spreads, and beehive products. As the parent company of Moon Shine Trading Co., Island of the Moon Honey, and the HIVE, we are not only experts on varietal honey and honey bees, but advocates for honey and pollinator education, honey flavor profile exploration, and community engagement. Join us on a flavorful journey where tradition, innovation, and a deep love for nature converge to bring you the finest varietal honeys and artisanal products.

TARGET AUDIENCES

Our ideal customers are enthusiasts of gourmet and artisanal foods who take pleasure in consuming and using varietal honeys, honey fruit spreads, nut butters and beehive products. They have a keen interest in cooking, appreciate natural and wholesome foods, actively support small businesses, and take delight in consuming locally sourced products. At the HIVE we welcome individuals who find joy in discovering the unique flavors and stories behind each jar of honey, embracing culinary exploration, and supporting their local community.

TARGET MARKETS

Local

• Sacramento region

• San Francisco Bay Area (North, South, East)

• Santa Cruz area

• Fresno area

• Reno, Nevada and Lake Tahoe region

• Napa/Sonoma regions

Regional

• Northern California

• Southern California

National & International

• Retail: Direct to consumer through proprietary website (zspecialtyfood.com)

• Retail: Tourism destination at the HIVE in Woodland

• Wholesale: Direct sales to independent grocers, specialty food stores, and honey and tea companies

• Manufacturer: Manufacturers related to Brewing/Meadmaking, Specialty Food Products, Skin Care, Health Care Products

• Food service: Direct to Chefs, restaurants, catering professionals

MOON SHINE TRADING CO. & ISLAND OF THE MOON

“MOLLY”

Who she is:

• 35-45 yrs. old

• Lives in the western states

• $75K+ household income

• College educated

• In a dual income home, or has one child

Her personality:

• Stable in sense of self, likes, dislikes, and is well researched

• A trusted source to her friends

• Eager to explore

• Adventurous

• Healthfully minded - but doesn’t chase fads

• Sustainability focused/thoughtful about personal behaviors and environmental impact

Her values:

• Values fresh produce and well-sourced meats

• Love of global flavors: modern global cuisine with flavors of tradition; thus develops a care for varietal honey

Z SPECIALTY FOOD | BRAND GUIDE 26

Her interests:

• Loves to cook

• Love of the arts

• Cares about gardening, keeps kitchen garden

• She subscribes online to Bon Appetit, Food52, and New York Times Food

How she shops:

• Either online direct or through retailers who carry Z Specialty Food brands

• Shops in the bulk section

• Shops: OaktownSpices, Barrel & Burlap, Co-Op, Nugget Markets, Whole Foods

• Subscribes to local CSA

Who she follows:

• TV Shows: Taste the Nation, No Reservations

• Chef/Cookbook authors: Padmi Lakshmi, Rick Martinez, Jamie Oliver, Samin Nosrat, Alice Medrich, Yotam Ottolenghi

THE HIVE TASTING ROOM + KITCHEN

“SUSAN”

Who she is:

• 25-40 yrs. old or 65+

• $75K+ household income

• College educated, may be retired

• 2+ adult children, possibly grandchildren

• Enjoys experiences with spouse and/or friends

Her personality:

• Curious, especially about sustainability and food sources

• Enjoys attending events

Her values:

• Supports local businesses

• Sustainable farm-to-fork culture

Her interests:

• Learning new things

• Nature (including honey bees)

• Farmers’ markets

How she shops:

• Locally-focused

• For others (in person)

Who she follows:

• Unique, elevated, healthy foods

• Connoisseur of wine, beer, mead

MOON SHINE TRADING CO., ISLAND OF THE MOON & THE HIVE “NICK”

Who he is:

• 35-50 yrs. old

• Lives X

• $85k+ household income

His personality:

• Enjoys cooking for friends and family

• Likes to be an expert in various food and beverage topics

• Enjoys having high quality ingredients, meals and beverages

His values:

• Likes to make informed decisions

• Committed to educating himself on his interest/hobbies

• Enjoys knowing the story behind

His interests:

• Likes Top Chef

• Likes to cook

• Shares cooking responsibility for household

• Outdoorsy

How he shops:

• Places that carry niche products

• Quality products, fair prices

Who he follows:

• Celebrity chefs in his region

• Chef/Cookbook authors: Thomas Keller, Anthony Bourdain, Joël Robuchon, Vartan Abgaryan, Yottam Ottolenghi

HONEY-PEDIA

What is varietal honey?

Varietal honey is honey produced from nectar that is collected from a single floral source.

How does Z Specialty Food decide on which beekeepers to work with?

We aim to partner with those who also place great care and attention to detail. Varietal honey beekeepers are artists and scientists - but most importantly, they’re farmers. They are acutely aware of when something is in bloom, the exact timing of when to pull the honey, and have a high priority for a more natural approach to beekeeping choosing non-chemical interventions.

What makes our packing process unique?

Our honey is raw, natural, pure, and 100% honey. Our product is minimally handled so that customers are experiencing it just as nature intended. It is gently warmed in a radiant heated room so that we can move it from the drum to the jar. During this process, the honey naturally settles and we are able to remove any debris.

Is organic the same as local?

All honey on the shelf that is labeled organic is likely coming to the U.S. from overseas. The USDA does not have a certification program for organic honey. The U.S. imports it, labels it as organic, which is often sold cheaper than local or regionally produced honey.

What makes honey pure?

Pure honey is 100% honey - no added fillers, water, or corn syrup. Pure honey may be pasteurized but contains no other ingredients. Honeys from Z Specialty Food are not pasteurized and are considered 100% pure.

What is the difference between comb, comb honey and a beehive?

A beehive is the entire colony of bees; a queen, workers, and drones. Comb is the wax hexagonal cells that honey bees build, using wax that is excreted from a set of glands on their abdomen. In different parts of the beehive, comb is filled with honey (this is what we call comb honey or honeycomb), pollen, and brood (eggs and larvae). The honeycomb is the wax cells of the beehive where the bees are storing and collecting both honey and pollen in addition to housing young bees.

Has crystallized honey gone bad?

No. Crystallized honey is a good sign that your honey is natural, not overheated or over filtered, and still possesses its natural attributes. Crystalied honey is often easier to use. Some honeys rarely crystallize due to their fructose/glucose ratio. These include, but aren’t limited to, Black Button Sage, Tupelo and Fireweed.

What is creamed honey?

Creamed honey is crystallized honey that has undergone a controlled crystallization processit is still 100% honey, but with finer crystals. Creamed honey has been seeded with a small amount of crystallized honey to promote smoother, even crystallization.

STYLE GUIDE

Best practices for logo, font, and color usage.

DESIGN WITH CONFIDENCE

This Style Guide contains specific rules and guidelines of use for Z Specialty Food branding to ensure consistent and cohesive design and communication across all channels.  By adhering to these best practices, Z Specialty Food will maintain a unified and professional appearance.

PRIMARY LOGO

The primary logo is the default logo and is to be used for all printed and digital collateral. Do not manipulate the primary logo in any way and only work with provided files.

REVERSE LOGO

The one color reverse logo is to be used only in situations where there is a darker background or image that has a color overlay.

LOGO USAGE

The logo must be used as is and not be altered in any way; this means that you MUST NOT:

• Change the logo’s orientation or rotation.

• Disproportionately scale the logo.

• Change the logo’s colors.

• Display the logo with color combinations not previously specified.

• Display the logo in a configurationnot previously specified.

• Attempt to recreate the logo.

• Make alterations to the logo’s text.

• Add special effects to the logo.

• Add an outline to the logo or display the logo as an outline.

• Display other elements within the logo’s designated clear space.

• Crop the logo in any way.

PRIMARY COLOR PALETTE

SKY BLUE

—

PANTONE 2148C

CMYK 50, 15, 5, 25

RGB 98, 146, 174

HEX #6292AE

55% TINT

—

PANTONE 2155C

CMYK 37, 18, 12, 0

RGB 160, 186, 205

HEX #A0BACD

The color palette is essential for ensuring a consistent appearance across brand collateral pieces. Utilize the specific Pantone color or designated color build and do not add additional colors to the palette.

The Sky Blue is a calming dusty blue that is the primary color of the Z Specialty Food brand. A 55% tinted version can be used as a complimentary color within the logo and other collateral. The Sky Blue should be incorporated in all Z Specialty Food materials such as business cards, letterheads, website, menus, packaging, etc.

COLOR PALETTE

As a sub brand of Z Specialty Food, Island of the Moon’s primary color is Cobalt with Gold and Light Gold as its secondary color. These colors can be used in combination or separate from Sky Blue on branding for the HIVE.

COBALT

—

PANTONE 288C

CMYK 100, 85, 33, 19

RGB 28, 58, 105

HEX #1C3A69

GOLD —

PANTONE 136C

CMYK 2, 30, 80, 0

RGB 247, 184, 78

HEX #F7B84E

LIGHT GOLD —

PANTONE 121C

CMYK 3, 20, 75, 0

RGB 247, 202, 92

HEX #F7CA5C

DARK HONEY

—

PANTONE 154C

CMYK 0, 46, 100, 34

RGB 176, 110, 14

HEX #B06E0E

SKY BLUE

—

PANTONE 2148C

CMYK 50, 15, 5, 25

RGB 98, 146, 174

HEX #6292AE

COLOR PALETTE

BERRY

—

PANTONE 1805C

CMYK 0, 91, 100, 23

RGB 192, 219, 26

LIGHT HONEY

—

PANTONE 146C

CMYK 0, 43, 100, 33

RGB 178, 116, 14

HEX #B2740E

HEX #BF301A

NUT BUTTER

—

PANTONE 4695C

CMYK 0, 81, 100, 77

RGB 90, 20, 0

HEX #SA1300

As a sub brand of Z Specialty Food, Moon Shine Trading Co.’s primary color is Sky Blue with Dark Honey and Light Honey as its secondary color.

ACCENT COLOR

PALETTE

The HIVE color palette is an accent color palette secondary to the ZSF primary and secondary colors. With tones inspired by nature these warm and earthy tones are a harmonious blend.

BLACK BUTTON SAGE

CMYK 48, 8, 26, 5

RGB 126, 183, 181

HEX #7EB6B5

TUPELO GREEN

CMYK 61, 24, 100, 6

RGB 112, 147, 3

HEX #709303

CMYK 64, 91, 35, 23

99, 48, 94

#632F5E

LEHUA PINK

CMYK 14, 39, 3, 0

212, 165, 199

#D4A5C7

BRAND COPY

Best Practices

When used in copy, the HIVE should always be formatted in which "the" remains lowercase (unless at the start of a sentence), while the word "HIVE" consistently remains in all caps.

TYPOGRAPHY

Typography is key to each of the Z Specialty Food family of brands, and is not to be edited or altered, but each brand should adhere to its family of font and typography choices as outlined below.

Primary Sans Serif Font: Acumin Pro / Acumin Pro Condensed

Acumin Pro is an extremely versatile font family that can be used in headers, subheaders, and body copy. It is easily readable at small point sizes which makes it ideal for Z Specialty Food’s packaging. This font family is also available in a variety of weights which allows for consistency across branding materials while having flexibility across a wide range of collateral. This font has a condensed and regluar version with multiple styles of each.

Primary Serif Font: Hoefler Text

This primary serif font should be used for headers and subheaders. Hoefler Text has classic typography roots to convey a sense of traditionalism and legacy.

z Z z

Pro

Pro Condensed

Text

Acumin

Hoefler

Acumin

Primary Font: Moon Shine Trading Co

Moon Shine Trading Co. is a custom script font that can be used for headers and subheaders. It is an organic textured script font that is only available in one font weight.

Secondary Font: Recherche

Recherche is a script font that can be used for headers and subheaders. It is an organic textured script font that is only available in one font weight. This font is specifically used on the Golden Reserve Honey labels.

Shine Trading Co - Custom Font

Moon

Recherche

PHOTOGRAPHY

Best practices for photography.

PHOTOGRAPHY STANDARDS

When using photography in collateral, social media, promotions, etc. it is to share the Z Specialty Food story, and help articulate a specific brand (Moon Shine Trading Co. or Island of the Moon, or the HIVE) message. Photography should prioritize the following:

• Clear brand identity when appropriate

• Taste appeal

• Application/culinary use

• Retail partners

• Events with clear ties to parent or child brands

LOGO ON PHOTOGRAPHY

When placing the logo over photography, care must be taken to create well balanced compositions. Choose an area of the image to place the logo that does not detract from either the logo or the image.

BRAND PHOTOGRAPHY

PRODUCT PHOTOGRAPHY

PRODUCT PHOTOGRAPHY

MARKETING DESIGN

BRANDING

Pairing appropriate imagery and photography with established branding for products, print materials and events enhances visual appeal, conveys authenticity, provides context, fosters emotional connections, and ensures brand consistency for Z Specialty Food.

Consistency in imagery helps reinforce the Z Specialty Food’s identity, build trust among the community, and increase brand recognition. By presenting a cohesive brand image, Z Specialty Food and its associated businesses can effectively communicate their value proposition, attract a broader audience, and ultimately enhance their overall success and reputations.

PRODUCT MARKETING

Product packaging and related marketing materials embody the brand identity through cohesive color palettes, fonts, imagery and design. Within each brand, are product lines, which are identified by unique fonts, accent colors and imagery.

Woodland,CA

T-Shirt Design

EVENT MARKETING

Instagram Story

Website Banner

Flyer