Signage System and Graphics for
Down to Earth
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Growth
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About ‘Down To Earth’ has been the result of over 10 years of integrated rural & agriculture development work carried out by the Morarka Foundation in India. Morarka Foundation is today also recognised for managing one of the single largest organic agriculture development programmes in India. ‘Down To Earth’ attempts to meet the consumer demand for quality food. Adulteration & contamination in food due to chemical fertilizers or deliberate addition and its consequent effects on human health have become important issues for the regulators of quality of food across the nations. World over the food is being cultivated and grown without the use of chemicals, which is known as ORGANIC food. The brand works across the complete food value chain, i.e. right from the land & cultivation to processing to kitchen to dining table of the consumers to ensure that good produce reaches the consumers, who are willing to pay a premium for the organic quality. Subscribing to this philosophy and procuring products from ‘Down To Earth’ stores enables everyone to make a meaningful contribution to the cause of conservation and sustainability. This organisation is now providing an interface between the producers, trade channel players and consumers of organic products.
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Importance of Organic Food ‘Down To Earth’ is an attempt to meet the consumer demand for quality food. Every consumer today is concerned about the quality of food. Some of the contamination in food is caused by use of chemicals like fertilizers, pesticides and growth hormones which are all toxins affecting the health of the consumers. For very long it was assumed that the food quality need to be regulated and monitored during its processing, packaging and selling. But in last few years, it has been realised that control is required at the cultivated area itself. World over the food cultivated and grown without the use of chemicals and with strict quality guidelines is becoming very popular.
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Product Portfolio The ‘Down To Earth’ brand offers the single largest portfolio of organic food products in India. In more than 100 project locations, about 100,000 certified farmers are currently producing over 300 crops. Out of this range about 130 products have already been taken to the retail shelf in consumer packs and many more are in the pipe-line. The current range comprises of: »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »» »»
Cereals Pulses & Beans Spices Condiments Herbs & Dry Vegetable Spices Edible Oils & Ghee Tea & Coffee Milk Products Nuts & Dry Fruits Dehydrated Fruits & Vegetables Frozen Indian Foods Fruits & Vegetables Pulses & Beans in Brine Cookies, Bakery & Confectioneries Roasted Snacks Jams & Jellies Sauces & Pickles Breakfast Foods Indian Delicacies & Ethnic Foods Indian Food Masala Mixes & Tadkas Jaggery and Sugar English Herbs Energy Drinks Herbal Products
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The Store Down to Earth is expected to be India’s answer to the global organic revolution. It is dedicated to bringing people back to the organic way of life. The store will provide large range of food products- cereals, pulses, spices, condiments, fruits, vegetables, oils, dairy products, Ready-To-Eat snacks and much more. All the products are available at the Down to Earth store in Tardeo, Mumbai. This flagship store is completely dedicated to organic food and fabric. Down to Earth products are also available at major supermarkets, modern trade outlets and stand alone organic stores across the country.
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PLAN The following is the plan of the store in Tardeo.
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Sustainability
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Signage Context The way a company expresses itself, its public ‘tone of voice’, affects the attitude of the customers towards it. The way in which information is given, is in many cases, crucial to its understanding or acceptance. An important element in this expression is Signage, which must project an image of efficiency and consistency. Signs have the function to guide the customers through the stores and provide additional information too. The detailed information in this manual represents the ideas for the consistent application of Signs to enhance the retail experience.
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Basic Elements The basic elements of the ‘Down to Earth’ sign system are the board shape, the typeface and the colours. The value of the board shape is that it versatile, stylish to the brand’s needs and carries scope for recognition. The Lettering represents the brand’s ‘tone of voice’. Its appearance will reinforce the identity. Colours are similarly important. Assigned colour references should always be used when specifying colours.
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Board Shape The Board Shape has the capacity to create recognition. Inspired from the farms from which Down to Earth cultivates its products,
2x The ‘DE Overhead’ Board Shape.
0.3x x
The ‘DE Independent Display’ Board Shape. The shape can be extended downwards as per requirement.
x
1.25x
1.7x
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Basic Elements Lettering Tahoma Regular is Down to Earth’s corporate typeface and is used for all signs within the brand environment. Tahoma Bold is to be used in case of achieving visual hierarchy and order. No other typeface is to be used. Tahoma is highly legible and lends a ‘comfortable’ voice to the brand.
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz(),./?:’ Tahoma Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz(),./?:’ Tahoma Bold
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Colours The main colour for ‘Down to Earth’ is DE Green, but there are other colours which are to be used when producing signs. It should be noted that quality control is vital to ensure accurate colour matching and that checks must be carried out during manufacture and on delivery of signs.
DE Green C: 100 M: 50 Y: 90 K: 20
DE Green RGB R: 0 G: 93 B: 64
DE Brown C: 40 M: 70 Y: 100 K: 50
DE Brown RGB R:96 G:57 B:19
DE Yellow C: 0 M: 25 Y: 100 K: 0
DE Yellow RGB R: 255 G: 194 B: 14
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Vibrance Š 2010 Design Flyover
Graphics The information classification is planned as per usability. Colours are selected keeping in mind visibility as well as the contrast and interiors of the final layout -a combination of modern, innovative for and vibrant blue for continuity. Selection of boards are made as per the content and communication required. Communication specifications have been kept flexible enough to be functional. A non backlit signage system for the store has been adhered to, which is energy efficient, low on maintenance and quick on installation.
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Graphics (Exterior) Exterior Overhead Display Board The Exterior Display board should follow the guidelines as stated below: The logo should always be on the extreme right of the board. The visual motif will always be on the left of the board. The panels of the signs are based on a modular system. There are two panel heights and three panel widths. The choice of panel depends on: »» »» »» »»
Lettering size for optimum legibility Length of message or messages to be contained Architectural considerations, for example space available and/or surface decoration Juxtaposition with other signs
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Exterior Standalone Display Board The Exterior Standalone Display Board can be used to attract the people on the street towards the store. It can be used for announcements and advertisements. Features: Size: DE Independent Display Material: Acrylic Colours: DE Yellow, DE Green
Welcome
Welcome
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Graphics (Interior) Indoor Panel Types The following circles represent signage requiring areas. The panels of the signs are based on a modular system.
2
3
1 4
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1. Island Display 2. Slotted Shelf 3. Bamboo Shelves 4. Textile Products Shelves
1
2
3
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Graphics Island Display The island Display is a single unit with 6 shelves and two drawers at the bottom. There is scope for a sign which can highlight the products stacked on the shelves. Some options have been given on the opposite page. The sign will be have double sided displays.
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Fenugreek Leaves - Methi
Fenugreek Leaves - Methi
Spinach - Palak
Spinach - Palak
Mint Leaf - Pudina
Mint Leaf - Pudina
Fresh Fruits Musk Melon Watermelon Sweet Lime Orange Pineapple Banana
Size: DE Independent Display Material: Polished Wood
The Independent Display can be used for correct dissemination of content. There are various possibilities to use the space for effective communication.
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Graphics Slotted Shelves and Textile Shelves Tags will be required on the slotted shelves so that consumers can easily identify the product on display. The tags will also mention the quantity and price of the product on display. Special wooden tag holders will be manufactured to maintain the integrity of the retail experience.
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DE Paper tags
1.6 in
2.8 in
2.8 in
3.6 in
DE Tag Holder
2 in
4.25 in Al
Size: 4.25 in x 2 in Material: Polished Wood
ph on so
1
Ma
ng
o
doz
en
Rs .
20 0.0 0
Fixture: A broad wooden hook which fits firmly on the shelf
Wooden hook to place on the shelf
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Graphics Bamboo Shelves These overhead signs will be placed near the Bamboo Shelves so that consumers can locate a particular product category. Bamboo holders will be used to go with the overall theme of this space.
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Milk and Milk Products
Condiments
Panel Specifications: Central unit is polished wood with a mounting section. Bamboo Fixture has an open tunnel section. Mounting section slides into the tunnel so it is easy to remove and service. Bamboo Fixture Mounting Section
e
ur
Central Unit
lt cu i t r Ho duce o Pr
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Freshness
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Conclusion Rules It should be noted that quality control is vital to ensure accurate colour matching and that checks must be carried out during manufacture and on delivery of signs. These standards intend to outline basic principles and therefore cannot cover every application or eventuality. In case of difficulty or doubt as to the correctness in the application of these standards, please contact Design Flyover Email: info@designflyover.com www.designflyover.com 24 DFO House Grace Dieu High Street Lane Opposite D-Mart Hiranandani Gardens Powai Mumbai 400 076
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Š 2010 Design Flyover