GuidelinesBrandandDesign
After all the hard work put into creating a cohesive brand design, We want to make sure it stays that way when it heads out into the Followingworld. these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps our brand looking professional and consistent.
CONTENTSOFTABLE The Brand 03/ MISSION STATEMENT 04/ BRAND VALUES 05/ IDEAL CONSUMER 07/ BRAND ESSENCE 12/ BRAND ROLE 13/ BRAND PERSONALITY 14/ COMMUNICATIONS 15/ LOGO & USAGE Applications 21/ TYPOGRAPHY 22/ BRAND COLOURS 24/ ICONS & PATTERN 25/ BRAND APPLICATION Contact 30/ GET IN TOUCH 02/
Connecting people through the love of great food.
We believe something magic can be found in even the smallest moments. These special moments bring us joy. We believe there’s an art to creating them — an art worth mastering and passing on to others. We also believe that the right food — chosen with care — has the power to bring people together and elevate any occasion. We’re passionate about helping our consumers master the art of moment-making through the products we create.
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STATEMENTMISSION
VALUESBRAND EPICC Values WE STRIVE TO MAKE THE RIGHT DECISION WE HAVE EACH OTHER'S BACKS WE CONTINUOUSLY EXPLORECURIOUSCARINGINTEGRITY WE SET A HIGH BAR TO BE BETTER EVERY DAY WE LOVE WHAT WE DOPASSIONEXCELLENCE BRAND GUIDELINES 04/
CONSUMERIDEALOUR MORE HAPPY AND JOYFUL. MORE PLEASURABLE. MORE FULL OF FLAVOUR, COLOUR AND ADVENTURE. MORE MEMORABLE. MORE DEEPLY CONNECTED TO FAMILY AND FRIENDS. MORE FULL OF LOVE. OurIdeal Consumer What they aspire to As they make food choices, a simple but powerful aspiration rests in the back of their mind. A desire to elevate the ordinary moments of their lives. To make them a little less ordinary and a little more special. BRAND GUIDELINES 05/
INBELIEVEWEWHAT
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We believe something magic can be found in even the smallest moments. These special moments bring us joy. We believe there’s an art to creating them — an art worth mastering and passing on to others. We also believe that the right food — chosen with care — has the power to bring people together and elevate any occasion. We’re passionate about helping our consumers master the art of moment-making through the products we create.
It all stems from an authentic point of connection between us and our ideal consumers.WHATTHEY ASPIRE TO WHAT WE BELIEVE IN ESSENCEBRAND BRAND GUIDELINES 07/
Life is a collection of moments, so let’s make the most of them. Let’s make the ordinary ones a little less ordinary. And the special ones a little more special. Let’s add a bit of flavour.
Brand
A dash of colour. A hint of adventure. Let’s fill them with family. With good friends. And, of course, good food. Life is about making moments. Let’s make some together.
ESSENCEBRAND BRAND GUIDELINES 08/
EssenceMAKINGMOMENTS
ESSENCEBRAND What It Informs The brand essence anchors marketing e orts. But it’s bigger than marketing. It feeds into everything we say and do. GOURMET EVERYDAY ELEVATED PURPOSEFULENTERTAININGSNACKING MOMENTSMAKING CONSUMER MARKETING Strategy and creative expression across all product categories. “The Art of...” CONSUMER EXPERIENCE All customer interactions. INNOVATION New product development. CORPORATE STRATEGY Decisions and direction. BRAND GUIDELINES 09/
ESSENCEBRAND Where It Fits BRAND ESSENCE Making Moments WHAT MAKES US DIFFERENT AND CONNECTS US TO CONSUMERS THE CODE WE LIVE BY WHAT WE ASPIRE TO ACHIEVE WHY WE EXIST VALUES Excellence | Passion | Integrity | Caring | Curious BHAG Freybe at the centre of every occasion MISSION Connecting people through the love of great food WHAT WE SAY AND DO CONSUMER MARKETING “The Art of...” CUSTOMER EXPERIENCE Sales | Customer Service | Merchandisers | Drivers INNOVATION R&D | Supply Chain | Purchasing CORPORATE STRATEGY Direction and Decision-making BRAND GUIDELINES 10/
ESSENCEBRAND Other Brand Elements MOMENTSMAKING ROLE What part do we play in the lives of our consumers? PERSONALITY What combination of traits form our unique character? VOICE How do we speak? How do we use language? VISUAL EXPRESSION How does the brand look? BRAND GUIDELINES 11/
ROLEBRAND
Our consumers are curious, driven by an aspiration to elevate ordinary moments and make them a little more special. We play the role of guide, helping them master the art of moment-making.
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BrandPersonality
Caring We put care and intention into everything we make and everything we do. We care about each other. And we care deeply about our customers and consumers. Our caring nature comes across in everything we do and say.
Approachable Our generous and caring nature make us feel very approachable. We’re warm and welcoming and that’s immediately clear in even the smallest interaction.
PERSONALITYBRAND
Our knowledge never comes across as snobbishness. Because of our caring nature we enjoy sharing the things we’ve learned along the way—freely and without the expectation. We aim to inspire curiosity in others and guide them in the art of moment-making.
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Knowledgeable
Years of curiosity have taught us a lot about creating great products and elevating moments. We really know our stu , and this shines through clearly in our words and actions.
Generous
Curious We are lifelong learners. Our curiosity is genuine and infectious. Anyone interacting with our brand can feel the joy we find in exploration and discovery.
We speak in a natural way, letting our personality shine through. We demonstrate our natural enthusiasm in a grounded way, without excessive hyperbole. We steer clear of trite cliches. We get our message across without falling back on empty, overused phrases that consumers can see through. We are warm and caring We add personal, human touches — sometimes in unexpected places — that show we care and strengthen our connection. We’re never aloof or distant. Even when talking about our most premium products, we are very approachable.
Never dull or flat. Our words are energetic and lively. Think of an inspiring guide or teacher. Knowledgeable, curious and enthusiastic.
Our Brand Voice BRAND GUIDELINES 14/
We are positive and animated
COMMUNICATIONS
Many of our competitors talk only about themselves and their products. We flip this convention on its head. Like any good guide we focus most of our words on those we are guiding — anticipating what they want and need from us from moment to moment. We are genuine
Passionate. Happy to be passing on what they know. We prefer the active voice to the passive. We focus on our audience and what matters to them
Freybe Logo
USAGE&LOGO
The horizontal logo is the primary logo and should be used in most instances as a singular graphic element.
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The Freybe Logo is the combination of two separate elements: The Logo type and the icon. The main lettering style has a playful, vintage logo vibe. The swirly and inclined letters give a sense of personal values of the brand.
USAGE&LOGO It's essential to preserve the Freybe’s primary logotype visual integrity. This means that no outside elements must get into the primary logotype clear space. The minimum clearspace around the logotype must be equivalent to the height of the letter “b” in the logotype. Maximum Width There is no maximum size defined for this logo. Minimum Width The logo minimum width is 60 px or 20 mm. 20 mm 5 mm xxxxx — Symbol to be used where the logo isn’t required. BRAND GUIDELINES 16/
USAGE&LOGO In order to preserve the Freybe’s secondary logotype visual integrity the tagline should be used either bellow or inline. This means that the space for placement of the tagline must be equivalent to the height of the letter “b” in the logotype and no outside elements must get into the primary logotype clear space. the art of good tastex the art of good taste x x — Tagline to be used where is permited. BRAND GUIDELINES 17/
There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type arent obstructed by the image.
In certain situations - due to the reasons of visual consistency, technical reasons, or being depicted over the dark backgroudthe logotype can be monochrome.
USAGE&LOGO
Logocolour options
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Coloured Monochrome
USAGE&LOGO Unacceptableusage A few rules are necessary for maintaining the integrity of the brand. Here are a few examples of some ways you should NEVER consider using the logo. Don’t use gradients Don’t stretch or squish the logo Don’t outline the logoDon’t add drop shadows or any other e ect Don’t rotate the logo Don’t resize any part of the logo BRAND GUIDELINES 19/
Freybe employs four Social Media Platforms to serve di erent purposes. Facebook and Twitter serve as a channel for updating the news. Instagram and Pinterest serve as brand’s image Freybe’sdisplay.green-on-white background logo should be used as a profile picture for every social media.
USAGE&LOGO
Social Media BRAND GUIDELINES 20/
The following examples on this page demonstrate allowed use of logo for online environment. — Symbol to be used where the logo isn’t required.
BRAND GUIDELINES TYPOGRAPHY Main & typefacesecondary Typography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and modern feel of the brand and should be used across all print and web applications. To ensure the visual coherence between Freybe's visual brand language and text, these fonts should be used in the corresponding roles for all communications. Primary Typeface Gotham 1234567890(,.;:?!$&*)nopqrstuvwxyzabcdefghijklmNOPQRSTUVWXYZABCDEFGHIJKLM Secondary Typeface Malina1ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890(,.;:?!$&*) 21/
Corporate Green (PMS 3435C) is chosen to be the Freybe’s primary colour, along with Gold (PMS 871C). COLOURSBRAND Primary colour system The Primary Palette should be used for all Freybe marketing communications. The colour usage for Freybe is fairly minimal and has been selected to support the value and quality associated with the brand identity. PMS 3435C C87 M15 Y77 K69 R21 G71 B52 HEX 154734 L*A*B* 26 -22 6 PMS 3425C C96 M2 Y80 K47 R0 G99 B65 HEX 006341 L*A*B* 35 -39 10 PMS 871C C0 M17 Y55 K50 R137 G118 B75 HEX 89764B L*A*B* 51 3 27 BRAND GUIDELINES 22/
COLOURSBRAND SecondaryColours The Secondary Palette should be used as accents supporting the primary colour palette in communication. Each supporting colour also represents a di erent characteristic of the product. C0 M67 Y53 K10 R194 G109 B94 HEX #C26D5E C0 M27 Y82 K0 R233 G198 B79 HEX #E9C64F C5 M46 Y11 K1 R216 G161 B175 HEX #D8A1AF C31 M29 Y8 K38 R127 G121 B136 HEX #7F7988 C67 M0 Y12 K0 R123 G191 B222 HEX #7BBFDE C47 M20 Y73 K16 R132 G150 B91 HEX #84965B Percentage tints can be used of any of the following colour. BRAND GUIDELINES 23/
ICONOGRAPHY Icons & Pattern
These icons are to be used as inspiration for the creation of a larger collection of icons. This pattern is formed of the Freybe’s crown icon organized in a consistent and repetitive manner.
SUGARFREE GLUTENFREELACTOSEFREEPIECHART REFRIGERATEDKEEP BRAND GUIDELINES 24/
APPLICATIONBRAND Business Cards Size (After trim): 89 x 51 mm (3.5 x 2 in) Bleed: 3 mm Print resolution: 300 dpi Business Cards are card bearing business information about a company or individual. They are shared during formal introductions as a convenience and memory aid. This is the Freybe business card template. Notice the consistent use of Gotham as the typeface for all information. THOMAS SAWYER BA, SCMP DEMAND PLANNING/ PROCUREM ENT MANAGE R FREYBE GOURMET FOODS LTD. 203 - 9525 201 STREET LANGLEY, BC V1M 4A5 T. 604-607-7426 EXT. 4014 C. 604-219-9657 F. 604-888-7426 E. TSAWYER@FREYBE.COM FREYBE.COM BRAND GUIDELINES 25/
CorporateEnvelopes Size (After trim): 241 x 105 mm (9.5 x 4.13 in) Bleed: 3 mm Print resolution: 300 dpi This is the Freybe corporate envelope template. Notice the consistent use of Gotham as the typeface for all information. Please ensure that all the information is correct before print. FREYBE GOURMET FOODS LTD. PO BOX 31084 RPO THUNDERBIRD LANGLEY, BC V1 FREYBE GOURMET FOODS LTD. PO BOX 31084 RPO THUNDERBIRD LANGLEY, BC V1 BRAND GUIDELINES APPLICATIONBRAND 26/
If you need more information or specific examples, please do not hesitate to contact me at 555-111-9999. As a recommendation letter likely only provides a snapshot of her talents and achievements, would be happy to further elaborate on my time working with her.
FREYBEFREYBE.COMGOURMET FOODS
To Whom It May Concern,
It is my pleasure to strongly recommend Wendy Jones for the Jr. Data Analyst role with Freybe Gourmet Foods Ltd. am Rosa Gomez, a project manager at Crane & Jenkins. have 12 years of experience working in the tech industry and have seen many young professionals come and go. Ms. Jones is one individual have worked with who uniquely stands out.
Sincerely, Rosa Gomez Sr. Marketing Manager LTD.
It’s not just her technical skills that impress me, however. Wendy was a joy to work with because of her amazingly positive attitude and ability to communicate across teams. Her focus and attention to detail were also necessary and valued not just by myself, but by her peers, who often relied on her to get the job done.
am absolutely confident that Wendy would be a great fit at Freybe Gourmet Foods. Not only will she bring the kind of skills and experiences you’re looking for in an applicant, she will quickly become an asset and help your company grow in any way she can.
CorporateLetterhead Size (After trim): 215.9 x 279.4 mm (8.5 x 11 in) Bleed: 3 mm Print resolution: 300 dpi This is the Freybe corporate letterhead template. All text should be in Gotham O ce. Kerning: Optical, Tracking: -10
203 9525 201 STREET LANGLEY, BC V1M 4A5 BRAND GUIDELINES APPLICATIONBRAND 27/
During our time together, Wendy displayed great talents in data analytics. When we first met, was immediately impressed with Wendy, but during the time worked together, her understanding of analyzing data to achieve results for our company grew far more than that of her peers.
CorporateFolder Outside Size (After trim): 228.6 x 304.8 mm (9 x 12 in) Bleed: 3 mm Print resolution: 300 dpi FREYBE GOURMET FOODS LTD. 203 9525 201 STREET LANGLEY, BC V1M 4A5 BRAND GUIDELINES APPLICATIONBRAND 28/
CorporateFolder Inside Size (After trim): 228.6 x 304.8 mm (9 x 12 in) Bleed: 3 mm Print resolution: 300 dpi BRAND GUIDELINES APPLICATIONBRAND 29/
CONTACT BRAND GUIDELINESFreybeGourmet Foods 203 - 9525 201 V1MLangley,StreetBC4A5 30/