riot brand book 2023

CONTENTS.

1) WELCOME

2) OUR MISSION

3) OUR VISION

4) OUR VALUES

5) RIOT MANIFESTO

6) RIOT DNA

7) LOGO

8) TYPOGRAPHY

9) PRIMARY COLOURS

10) ICONOGRAPHY

11) PHOTOGRAPHY

12) TONE OF VOICE

Welcome to Riot Labs, the home of revolutionaries, innovators, and warriors. We’re here to shake things up, break the moUld, and change the game. We’re all about helping people unleash their inner warriors to take on their personal battles, whether it’s quitting smoking, overcoming obstacles, or transforming their lives for the better. At Riot Labs, we don’t just create products; we create revolutions.

OUR MISSION.

TO CHANGE THE STATUS QUO OF SMOKING CESSATION.

WE ARE ON A MISSION TO CHALLENGE THE STATUS QUO AND REVOLUTIONISE THE WAY SOCIETY APPROACHES SMOKING CESSATION. WE REFUSE TO ACCEPT THAT THE CURRENT METHODS ARE THE BEST WE CAN DO. WE ARE DRIVEN BY A RELENTLESS DETERMINATION TO FIND NEW AND INNOVATIVE WAYS TO HELP PEOPLE QUIT SMOKING. WE WILL NOT REST UNTIL EVERY SMOKER HAS THE SUPPORT AND RESOURCES THEY NEED TO BREAK FREE FROM ADDICTION. WE ARE NOT HERE TO SIMPLY OFFER PRODUCTS, WE ARE HERE TO OFFER SOLUTIONS. SUSTAINABILITY IS A CORE VALUE OF OUR COMPANY AND WE STRIVE TO MINIMISE OUR ENVIRONMENTAL IMPACT THROUGH ECO-CONCIOUS PACKAGING, RESPONSIBLY SOURCED INGREDIENTS AND REDUCING WASTE. WE WILL CHALLENGE THE NORM, PUSH BOUNDARIES, AND BREAK BARRIERS. WE ARE HERE TO CHANGE THE STATUS QUO, NOT ACCEPT IT. JOIN US AS WE STRIVE TOWARDS A SMOKE-FREE WORLD. TOGETHER, WE WILL CHANGE THE GAME AND MAKE HISTORY.

OUR VISION.

WE BELIEVE IN THE POWER OF CHOICE AND THE STRENGTH OF HUMAN WILL. WE ARE COMMITTED TO CREATING A WORLD WHERE SMOKING IS NO LONGER THE LEADING CAUSE OF PREVENTABLE DEATH. WE WILL EMPOWER INDIVIDUALS TO TAKE CONTROL OF THEIR LIVES AND BREAK FREE FROM THE GRIP OF ADDICTION. TOGETHER, WE WILL PAVE THE WAY FOR A HEALTHIER FUTURE, WHERE THE AIR IS CLEAN, THE HEARTS ARE STRONG AND THE POSSIBILITIES ARE ENDLESS. WE ARE NOT JUST A COMPANY, WE ARE A MOVEMENT. JOIN US AS WE STRIVE TOWARDS A SMOKE-FREE WORLD, WHERE EVERY BREATH IS A VICTORY. THIS IS OUR VISION, THIS IS OUR MISSION, AND THIS IS OUR CALL TO ACTION. QUIT SMOKING, CHANGE YOUR LIFE, CHANGE THE WORLD.

A WORLD WHERE SMOKING IS NO LONGER THE LEADING CAUSE OF PREVENTABLE DEATH.

OUR VALUES.

RAISE THE BAR. ELEVATE OTHERS.

SET THE STANDARD WITH GROUNDBREAKING AND UNPARALLELED SERVICE

ELEVATE THOSE AROUND US AND INSPIRE THEM TO GREATNESS

EMBRACE CHANGE.

EMBRACE AND LEAD CHANGE WITH FEARLESS INNOVATION

DO MORE WITH LESS.

MAXIMISE IMPACT WHILE MINIMISING WASTE AND INEFFICIENCIES

#BeMoreRiot

BE WEIRDLY FUN. KEEP LEARNING. OWN IT!

INFUSE EXCITEMENT AND A REBELLIOUS SPIRIT INTO EVERYTHING WE DO TAKE EXTREME OWNERSHIP, THERE IS NO ONE ELSE TO BLAME

STRIVE FOR CONTINUOUS GROWTH AND DEVELOPMENT IN ALL ASPECTS

FOLLOW THE CROWD

DON’T THINK FOR YOURSELF,JUST OBEY THE RULES BLINDLY

R.I.O.T. MANIFESTO.

IN A WORLD FULL OF OBSTACLES AND CHALLENGES, IT’S TIME TO RISE ABOVE AND CLAIM YOUR DESTINY. IT’S TIME TO EMBRACE THE POWER OF R.I.O.T. – RECOGNISE, IDENTIFY, OVERCOME, AND TRANSFORM. THIS IS OUR BATTLE CRY, OUR UNYIELDING COMMITMENT TO CREATE LASTING CHANGE IN OURSELVES AND THE WORLD AROUND US. WE STAND FIRM IN THE BELIEF THAT EVERY CHALLENGE IS AN OPPORTUNITY FOR GROWTH. WE RECOGNISE THE NEED FOR CHANGE, WHETHER IT’S PERSONAL, SOCIAL, OR GLOBAL. WITH UNWAVERING RESOLVE, WE FACE THE TRUTH HEADON AND TAKE RESPONSIBILITY FOR OUR ACTIONS. WE IDENTIFY THE BARRIERS THAT HOLD US BACK – THE SELF-DOUBT, THE FEARS, AND THE LIMITING BELIEFS THAT HAVE KEPT US SHACKLED TO OUR CURRENT CIRCUMSTANCES. WE DIG DEEP, SCRUTINISING EVERY ASPECT OF OUR LIVES TO UNEARTH THE HIDDEN OBSTACLES THAT HINDER OUR PROGRESS. BUT WE DON’T STOP THERE. WE OVERCOME THESE CHALLENGES, ARMED WITH DETERMINATION AND FUELLED BY AN INSATIABLE DESIRE FOR GROWTH. WE RISE TO THE OCCASION, SMASHING THROUGH BARRIERS, AND PROVING TO OURSELVES THAT WE ARE MORE POWERFUL THAN ANY OBSTACLE THAT DARES TO STAND IN OUR WAY. AND FINALLY, WE TRANSFORM. WE EMERGE VICTORIOUS FROM THE CRUCIBLE OF CHANGE, REBORN AS STRONGER, WISER, AND MORE RESILIENT INDIVIDUALS. WE STAND TALL, PROUD OF OUR ACCOMPLISHMENTS AND READY TO FACE WHATEVER LIFE THROWS AT US. THIS IS THE ESSENCE OF R.I.O.T., AND IT IS OUR BRAND DNA. IT IS THE FIRE THAT BURNS WITHIN US, PROPELLING US FORWARD IN PURSUIT OF OUR DREAMS. WE APPLY THIS MINDSET TO EVERY ASPECT OF OUR LIVES, WHETHER IT’S OVERCOMING ADDICTION, REACHING OUR FITNESS GOALS, EXCELLING IN OUR CAREERS, OR CHAMPIONING ENVIRONMENTAL CONSERVATION. WE ARE A FORCE TO BE RECKONED WITH – AN UNSTOPPABLE COLLECTIVE OF WARRIORS, POISED TO SHATTER LIMITS AND REDEFINE WHAT’S POSSIBLE. WE ARE RIOT, AND WE WILL NOT BE SILENCED. WE WILL NOT BE TAMED. WE WILL NOT BE CONQUERED. JOIN US IN THIS RELENTLESS PURSUIT OF GREATNESS, AND TOGETHER, LET’S UNLEASH THE POWER OF R.I.O.T. TO CREATE A WORLD THAT KNOWS NO BOUNDARIES AND RECOGNISES NO LIMITS. EMBRACE THE WARRIOR WITHIN, LET THE R.I.O.T. REVOLUTION BEGIN! - NEVER BACK DOWN!

R.I.O.T. DNA.

AT THE HEART OF RIOT LABS LIES THE R.I.O.T. MANIFESTO, THE GUIDING FORCE BEHIND EVERYTHING WE DO. R.I.O.T. STANDS FOR RECOGNISE, IDENTIFY, OVERCOME, AND TRANSFORM, AND IT’S THE BLUEPRINT FOR OUR REVOLUTION:

RECOGNISE IDENTIFY

AT RIOT LABS, THE FIRST STEP TOWARDS CHANGE IS TO RECOGNISE THE CHAINS THAT BIND US. IT’S ABOUT ACKNOWLEDGING OUR STRUGGLES, UNDERSTANDING OUR LIMITATIONS, AND CONFRONTING THE BARRIERS THAT HOLD US BACK. TO IGNITE THE SPARK OF CHANGE, WE MUST FIRST SEE THE WALLS WE’VE BUILT AROUND OURSELVES, WHETHER IT’S ADDICTION, FEAR, OR SELF-DOUBT. RECOGNISING THESE CHALLENGES IS THE KEY TO UNLOCKING OUR INNER WARRIOR AND STARTING OUR JOURNEY TOWARDS SELF-IMPROVEMENT.

ONCE WE’VE RECOGNISED OUR OBSTACLES, IT’S TIME TO IDENTIFY THE TOOLS WE NEED TO BREAK FREE. IN OUR QUEST FOR CHANGE, KNOWLEDGE IS POWER. WE ARM OURSELVES WITH THE RESOURCES, STRATEGIES, AND SUPPORT SYSTEMS

NECESSARY TO CONQUER OUR BATTLES. AT RIOT LABS, WE’RE COMMITTED TO PROVIDING CUTTING-EDGE PRODUCTS AND SOLUTIONS DESIGNED TO EMPOWER INDIVIDUALS IN THEIR PURSUIT OF SELF-IMPROVEMENT.

EXAMPLE: A SMOKER RECOGNISES THAT THEIR ADDICTION TO CIGARETTES IS NEGATIVELY IMPACTING THEIR HEALTH, RELATIONSHIPS, AND FINANCES.

EXAMPLE: A SMOKER IDENTIFIES THEIR TRIGGER AND FACES THEM HEAD ON IN THEIR QUEST TO QUIT SMOKING AND TRANSITION TO A HEALTHIER LIFESTYLE.

#BeMoreRiot

OVERCOME

WITH THE RIGHT TOOLS AND MINDSET, WE’RE READY TO OVERCOME THE OBSTACLES IN OUR WAY. THIS STAGE IS WHERE OUR INNER WARRIOR TRULY SHINES, AS WE FACE OUR CHALLENGES HEAD-ON AND FIGHT FOR OUR FREEDOM. AT RIOT LABS, WE BELIEVE IN THE POWER OF RESILIENCE, DETERMINATION, AND GRIT TO PUSH THROUGH ADVERSITY AND EMERGE VICTORIOUS ON THE OTHER SIDE.

TRANSFORM

THE FINAL STEP IN THE R.I.O.T. DNA IS TO TRANSFORM OUR LIVES AND THE WORLD AROUND US. AS WE CONQUER OUR PERSONAL BATTLES AND EMBRACE OUR NEWFOUND FREEDOM, WE BECOME AGENTS OF CHANGE, INSPIRING OTHERS TO FOLLOW IN OUR FOOTSTEPS. THE TRANSFORMATION WE EXPERIENCE ISN’T LIMITED TO OURSELVES; IT RIPPLES OUTWARDS, AFFECTING OUR RELATIONSHIPS, COMMUNITIES, AND SOCIETY AS A WHOLE. AT RIOT LABS, WE’RE DEDICATED TO CREATING A GLOBAL MOVEMENT OF EMPOWERED INDIVIDUALS WHO ARE READY TO CHALLENGE THE STATUS QUO AND MAKE A LASTING IMPACT.

EXAMPLE: A SMOKER COMMITS TO USING RIOT CONNEX AND OVERCOMES CRAVINGS, WITHDRAWAL SYMPTOMS, AND SOCIAL PRESSURE, GRADUALLY REDUCING THEIR DEPENDENCE ON CIGARETTES.

EXAMPLE: A FORMER SMOKER, NOW FREE FROM THEIR ADDICTION, BECOMES AN ADVOCATE FOR TOBACCO-FREE LIVING, INSPIRING OTHERS TO QUIT SMOKING AND LEAD HEALTHIER LIVES.

LOGO.

AT THE HEART OF OUR VISUAL IDENTITY IS THE RIOT LABS LOGO. THE DESIGN FEATURES AN EXTENDED “O” IN THE WORD

“RIOT,” WITH DRIPS FALLING OFF IT, SYMBOLISING THE TRANSFORMATIVE POWER OF OUR PRODUCTS AND THE JOURNEY OUR CUSTOMERS EMBARK ON WHEN THEY CHOOSE RIOT LABS.

THE DRIPS ARE A VISUAL REPRESENTATION OF THE FLUIDITY AND ADAPTABILITY OF OUR BRAND AS IT EVOLVES TO MEET THE NEEDS OF OUR DIVERSE COMMUNITY.

LOGO USE.

LOGO SPACE.

#BeMoreRiot

TYPOGRAPHY.

TYPOGRAPHY PLAYS A VITAL ROLE IN SHAPING OUR BRAND’S VISUAL LANGUAGE AND COMMUNICATING OUR MESSAGE EFFECTIVELY. WE HAVE CHOSEN THE FONT FAMILY “FORMULA” FOR ITS VERSATILITY AND CONTEMPORARY FEEL. THIS TYPEFACE NOT ONLY RESONATES WITH OUR BRAND’S PERSONALITY BUT ALSO PROVIDES A CLEAR AND LEGIBLE WAY TO SHARE OUR MESSAGE WITH THE WORLD.

OUR PRIMARY TYPEFACE, FORMULA BLACK, IS USED FOR HEADLINES, SUBHEADINGS, AND OTHER IMPORTANT ELEMENTS THAT NEED TO STAND OUT. ITS STRONG, ASSERTIVE CHARACTER REPRESENTS THE BOLDNESS AND DETERMINATION WE EMBODY AS A BRAND.

WHEN IT COMES TO BODY TEXT AND LESS PROMINENT CONTENT, WE USE FORMULA LIGHT TO ENSURE READABILITY AND MAINTAIN A CONSISTENT BRAND AESTHETIC. IN SPECIFIC INSTANCES, WE MAY UTILISE OTHER WEIGHTS AND STYLES FROM THE FORMULA FONT FAMILY TO ACHIEVE VARIOUS VISUAL EFFECTS OR TO EMPHASISE CERTAIN ELEMENTS IN OUR COMMUNICATIONS.

BY CAREFULLY SELECTING AND APPLYING THESE FONT VARIANTS, WE ENSURE OUR BRAND’S VOICE REMAINS COHESIVE AND UNMISTAKABLE ACROSS ALL PLATFORMS. REMEMBER, CONSISTENCY IN TYPOGRAPHY IS CRUCIAL IN BUILDING A RECOGNISABLE AND MEMORABLE BRAND. ALWAYS ADHERE TO THE GUIDELINES AND USE THE FORMULA FONT FAMILY TO MAINTAIN OUR UNIQUE AND POWERFUL VISUAL IDENTITY.

FORMULA CONDENSED.

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PRIMARY COLOURS.

ICONOGRAPHY.

PHOTOGRAPHY.

NEVER BACK DOWN!

VISUAL STORYTELLING IS AN ESSENTIAL ASPECT OF THE RIOT LABS BRAND. OUR IMAGERY AND PHOTOGRAPHY STYLE SHOWCASE THE RAW EMOTION, GRIT, AND DETERMINATION THAT DEFINE THE R.I.O.T. JOURNEY. WE FAVOUR POWERFUL, DYNAMIC, AND CANDID SHOTS THAT CAPTURE THE SPIRIT OF TRANSFORMATION AND THE RESILIENCE OF THE HUMAN SPIRIT. OUR VISUAL LANGUAGE CELEBRATES DIVERSITY AND INCLUSIVITY, REFLECTING THE WIDE RANGE OF INDIVIDUALS WHO EMBARK ON THE R.I.O.T. PATH.

TONE OF VOICE

OUR BRAND VOICE EMBODIES THE SPIRIT OF RIOT LABS – IT’S BOLD, AUTHENTIC, AND EMPOWERING. WE SPEAK WITH CONVICTION, PASSION, AND A TOUCH OF REBELLIOUSNESS. WE AIM TO INSPIRE AND MOTIVATE OUR AUDIENCE TO EMBRACE

THEIR INNER WARRIOR AND EMBARK ON THEIR OWN R.I.O.T. JOURNEY.

OUR PERSONALITY IS A MIX OF DETERMINATION, RESILIENCE, AND APPROACHABILITY.

WE’RE LIKE THAT FRIEND WHO ALWAYS HAS YOUR BACK, SUPPORTING YOU THROUGH EVERY STEP OF YOUR TRANSFORMATION. WE’RE UNAPOLOGETICALLY HONEST, AND WE’RE NOT AFRAID TO CHALLENGE THE STATUS QUO.

DON’T SHY AWAY FROM MAKING POWERFUL STATEMENTS.

SPEAK FROM THE HEART AND BE HONEST IN OUR MESSAGING.

INSPIRE OUR AUDIENCE TO TAKE ACTION AND EMBRACE CHANGE.

TO MAINTAIN CONSISTENCY IN OUR BRAND VOICE, FOLLOW THESE WRITING GUIDELINES: BE BOLD & CONFIDENT. KEEP IT AUTHENTIC. BE EMPOWERING AND MOTIVATING. USE CLEAR AND CONCISE LANGUAGE.

AVOID JARGON AND COMPLEX TERMS – OUR MESSAGE SHOULD BE ACCESSIBLE TO EVERYONE.

BE INCLUSIVE.

CELEBRATE DIVERSITY AND USE LANGUAGE THAT SPEAKS TO A WIDE RANGE OF INDIVIDUALS.

SPEAK TO OUR AUDIENCE IN A RELATABLE AND APPROACHABLE WAY. USE POWERFUL, ACTION-DRIVEN LANGUAGE TO INSPIRE AND MOTIVATE.

ALWAYS REMAIN TRUE TO OUR R.I.O.T. PHILOSOPHY AND BRAND VALUES.

never back down!