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Kettle Moraine Honey Identity System Manual

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Contents Project description

Brief3 Statement3

Research

Questions to client

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Characteristics6 Current Kettle Moraine Honey branding

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Competitors’ branding

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Visual references

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Sources17

Design

Process19 Iterations of mark

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Final mark

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Typeface26 Proper use of Kettle Moraine Honey mark

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Improper use of Kettle Moraine Honey mark

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Print materials

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Packaging32 Gift wrapping

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Additional branded material

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Kettle Moraine Honey website

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Colophon44


Project description

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Brief

Design a unified brand and identity system for the current products of Kettle Moraine Honey.

Statement

Kettle Moraine Honey is a small, family owned business in Whitewater, Wisconsin. The two owners, a husband and wife, became bee keepers in 2015. Since then, their business has grown to numerous products with a honey base, such as candles, soap, lotion, bug butter (bug repellent) and chapstick. This business strives in the quality of their products because of the sustainable apiary, locally sourced ingredients, natural based and healthy products. However, they lack unity in terms of identity. Kettle Moraine Honey does not currently have a concrete mark, and thus the biggest weakness is lack of consistency in packaging and descriptions of products. By restructuring their products’ visuals through a concrete mark and a system of packaging, this can increase the memorability and promotion of their business. The newly designed mark derives from the combination of beehive and floral references. Since the business focuses on the natural elements from Kettle Moraine State Forest, the focus of flowers and nature along side honey gives the mark a unique twist. The variations in color as well reference the numerous colors that can be found in nature. In addition to a new branding identity, Kettle Moraine Honey can benefit from a new marketing strategy. Since this is still a small business, it currently promotes itself and does business through word of mouth, social media platforms, and local farmers markets. They have a reputation of producing high quality products, but because of this main focus of product development, they have not put much effort into marketing strategies. A strategy that can tremendously increase this company’s business is through the marketing effort of promoting consumers to buy local honey. Within this push of shopping local, the marketing campaign can introduce advertising products, such as additional branded materials, posters, and a website, in which customers can purchase products through the website. Kettle Moraine Honey foresees themselves growing and entering retail outlets in the distant future, which can be possible through a new branding and identity system and marketing strategies.

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Research

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Questions to client

When did you begin beekeeping? “2015”

(answers in red) What led you to produce the various products that you do? “Honey is the main product of the hive. The desire to produce additional healthy products using beeswax and honey as ingredients is what led us to making soaps, lotions and lip balm.” Where do you obtain the ingredients? Are they local? “Any ingredients that are available locally are sourced locally.” If you could describe Kettle Moraine Honey in one sentence, what would that be? “Kettle Moraine Honey is a sustainable apiary that locally produces high quality honey and beeswax products.” If you could describe Kettle Moraine Honey in 5-10 characteristics, what would they be? “High quality, healthy focused, locally produced, sustainable, and natural based” What would you say are the strengths of the products? Weaknesses? Strengths: “High quality, healthy focused, locally produced, sustainable, and natural based” Weaknesses: “Packaging and descriptions” What would you say are the strengths of your current marketing strategies? Weaknesses? Strengths: “Reputation of being high quality and word of mouth.” Weaknesses: “Marketing efforts have been minimal as most of our efforts have been focused on product development.” What are 3-5 pictures that you think characterize your products? (displayed on page 16) Where do you see the business in the distant future? “We envision KMH growing in the South Eastern part of Wisconsin as a provider of high quality products of the hive. Expansion of our presence in retail outlets would be a significant part of that growth.” Who is your target audience? “People that want to consume and use high quality products.”

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Syntactic: component/ construction

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Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

grassland: a piece of land consisting of vegetation such as grasses, plants, and/or trees

prairie, field, green, grass, clovers, trees, vegetation

green

springs: water from the earth, formed into a standing body of water or stream

water, artesian well, fountain, moving

moving

colony: group of bees, consisting of a queen, drones, and workers

community, swarm, dependency, territory

dependency

queen: reproductive female, one per nest,

long-lived, eggs, reproduce, extra,

hive

larger than worker bees

royal jelly, larger, mates, hive

worker: a female bee that is not capable of reproduction, forages for pollen and nectar

adult, nest, guards, forages, short-lived, female

forages

honey: edible substance produced by bees from nectar collected from flowers

filtered, hive, honeycomb

honeycomb


Syntactic: component/ construction

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Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

beeswax: substance secreted by bees, used to make products other than honey

pure, products, by-product, comb, harvesting, purifying

pure

apiary: where beehives are kept

hive, beehive, home, houses

home

forest: piece of land covered by trees and brush

woods, growth trees, wildfire

growth

bees: an insect in the Hymenoptera family

insects, flowers, evolution, types, tongue, Apidae, pollinate, robust, legs, black, stripes

pollinate

ultraviolet: light beyond the violet spectrum

sight, color, violet, blues, greens, purples

color

eyes: physical feature use for sight

sight, five, ocelli, light-sensitive cells, ultraviolet, rays, light, movement, detection

movement


Syntactic: component/ construction

Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

hive: the structure where the nest is located

colony, structure, nest

colony

pollen: fertilizing element found in flowering plants

protein, trap device, collected

collected

nectar: the sugar element from a plant, attracts insects

carbohydrates

carbohydrates

wings: used for flight and movement

two pairs, flat, four, hamuli/hooks,

movement

strength, movement, muscles, flight

antennae: serve as receptors for sensory information, typically located on the head

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head, receptors, sensory, swivel, smell, senses, touch, reads, pheromones, guides

guides


Syntactic: component/ construction

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Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

flowers: a blossoming plant

colorful, sweet, scented, pollen, co-evolution, herbivores, shallow, tubular, blossom

blossom

plants: a vegetation, taking form in small growths, shrubs, or larger trees

herbivores, shrubs, trees, greenery, grass

greenery

honeycomb: structure of hexagonal wax cells, formed by bees, used to store honey

hexagon, wax, cells, store, brood, filled, honey, pollen, nest, cappings

hexagon

exoskeleton: the “armor” or outside shell of a species, a physical barrier for protection

chitin, cellulose-like substance, armor, abdomen, barrier, protection

protection

swarm: group of bees that leave one nest to find another

groups, family, organized, large, tight, packed, nest

groups


Semantic: meaning

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Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

local: pertaining to a particular place

regional, known, neighborhood, home, territorial, geographical, familiar, individualized

familiar

natural: based on the state of things in nature

pure, raw, organic, native, chemical-free

pure

quality: producing or providing products or services of high merit

grade, character, virtue, worth, superiority

character

healthy: good for the body

fresh, whole, hearty

fresh


Semantic: meaning

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Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

efficient: performing or functioning in the best possible manner

stores, workers, thousands, storage, generations

stores

sustainable: a system that maintains its own viability by using techniques that allow for continual reuse

viable, green, renewable, supportable

green

reputable: holding a good reputation

distinguished, reputation, wellknown, trustworthy, creditable, favored, honest, popular, reliable, respectable

reliable


Pragmatic: function

Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

pollinate: convey pollen to or deposit pollen on a substance, to allow fertilization

130, crops, plants, flowers, fertilize

flowers

communicates: to transmit information

dancing, signals, receptors/hair, antennae

signals

dances: to communicate, used by bees

communication, hair, signals, shaking, vibration, receptors, antennae

communication

evolves: to develop gradually

progress, expand, advance, co-evolve,

expand

grow

attracts: to stimulate interest, to draw in by appealing to

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appeal to, entice, lure

entice


Pragmatic: function

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Icon: What’s the big picture?

Index: What are the components of the big picture?

Symbol: A significant component drawn from the index.

feeds: to supply with nourishment

consume, sustain, supply, support, nourish, satisfy

supply

harvests: to gather resources or supplies

honey, pollen, wax, propolis, venom, scrapes, remove, extract

extract

swarms: to move about in a group

departs, groups, reproduction, caught, combined, created, transport

groups

drips: a liquid fall in drops

honey, consistency, drop, trickle

consistency


Current Kettle Moraine Honey branding

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Competitors’ branding

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Visual references

honey bee

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honey

siberian squill

basswood

brassica

coneflowers

fireweed

hyssop

wild lupine

lanceleaf coreopsis

goldenrod


Sources

The Bee: A Natural History by Noah Wilson-Rich Honey Bee Biology and Beekeeping by Dewey M. Caron “The Honey Bee’s Needs: Nectar and Pollen” by Annie Deutsch at UW-Extension “Selecting Plants for Pollinators: A Regional Guide for Farmers, Land Managers, and Gardeners in the Eastern Broadleaf Forest Continental Province” by NAPPC and Pollinator Parternship

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Design

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Process

The previous research phase began with communicating with the client to find the strengths and weaknesses they wanted to address. This was carried out through a series of questions. To begin creating a mark for Kettle Moraine Honey, characteristic lists were developed based on three categories: syntactics, semantics, and pragmatics. The charateristics were derived from the practices of Kettle Moraine Honey, Kettle Moraine State Forest, and the honey process itself. Using the list that came about from this exercise, initial concept renderings were developed by pencil shown on the following two pages. Derived from the concept renderings came the final mark for Kettle Moraine Honey shown on pages 22-25. The color variations are based on the research of the flora in Kettle Moraine State Forest. The pattern, packaging design, and additional branding materials fell directly out of the final Kettle Moraine Honey mark, which are shown on the following pages.

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Iterations of mark

beehive, honey dipper, flower

beehive, honey dipper, flowers

honey dipper, flower

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honey dipper, flower

leaf, bee

leaves, bee

honey dipper, flower

leaf, bee

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Final mark: black and white

Kettle Moraine Honey

PMS P179-16C C 0 M 0 Y 0 K 100 R 35 G 31 B 32 Hex #231f20

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Final mark: color

Kettle Moraine Honey

PMS P58-8C C 0 M 100 Y 66 K 20 R 196 G 14 B 61 Hex #C40E3D

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PMS P10-5C C 9 M 22 Y 61 K 0 R 232 G 195 B 122 Hex #E8C37A


Final mark: color variations

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Kettle Moraine Honey

Kettle Moraine Honey

PMS P34-8C C 0 M 75 Y 98 K 0 R 242 G 101 B 36 Hex #F26524

PMS P83-7C C 31 M 87 Y 0 K 0 R 178 G 70 B 154 Hex #B2469A


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Kettle Moraine Honey

Kettle Moraine Honey

PMS P112-6C C 77 M 19 Y 0 K 0 R 0 G 161 B 220 Hex #00A1DC

PMS P151-12C C 65 M 36 Y 85 K 20 R 91 G 116 B 68 Hex #5B7444


Typeface

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789.,?!@#$%^&*() AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789.,?!@#$%^&*()

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Houschka Rounded

Houschka Rounded is the typeface, and only typeface, used for the Kettle Moraine Honey mark. When reproducing this mark, this is the sole typeface that should be used. Houschka Rounded-light, displayed first, is used for the “Kettle Moraine Honey� in the mark. Houschka Rounded-medium, displayed second, is the typeface to be used for body copy.

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Proper use of Kettle Moraine Honey mark

Kettle Moraine Honey

Leave at least 1/8 inch of space around the mark

This is the correct use of the Kettle Moraine Honey mark. It should only be presented in full color provided on pages 23-25, or in black and white. The mark can additionally be used in combination with the color variations and white outlines as presented on packaging on pages 32-37. The symbol and logo (Kettle Moraine Honey) can be used together, or the symbol used alone as accent. Never change the typeface selection or scale in proportion to the symbol. Please allow for at least .125 inches of space around the mark, as presented by the gray rectangles above, for full visibility and functionality.

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Improper use of Kettle Moraine Honey mark

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Kettle Moraine Honey

Kettle Moraine Honey

Kettle Moraine Honey

DO NOT use alternative colors not specified.

DO NOT change the typeface.

DO NOT distort the sizing.

Kettle Moraine Honey

Kettle Moraine Honey

DO NOT add any other features.

DO NOT add any color to the background that reduces visability.


Print materials

Kettle Moraine Honey

1232 Tower Hill Pass Whitewater, Wisconsin 53190 262.472.0507 ddegrall@gmail.com

Kettle Moraine Honey

1232 Tower Hill Pass Whitewater, Wisconsin 53190 262.472.0507 ddegrall@gmail.com

The letterhead is a standard 8.5 inches by 11 inches, and consists of body copy in the selected typeface, scaling at 8 point with 12 point leading. The margins are .375 inches. The left column consists of the mark on top of a field of color specified previously. The back displays a pattern derived from the mark. The business card is 2 inches by 3.5 inches, vertical orientation. The margins in place are .125 inches. The back also consists of the same pattern as the letterhead. 30


sin

con ter, Wis a w e it Wh 2.0507 262.47

This promotional poster is 18 inches by 24 inches. It is in the red specified on page 23. It contains the slogan “local honey for sale� and the business’s location and phone number. Additionally, it consists of the same pattern as on the letterhead and business card.

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Packaging: honey

Kettle Moraine Honey

Whitewater, Wisconsin Net Wt 1 lb (454g) 262.472.0507

The honey jar label is 8.25 inches by 2 inches, containing the red color specified on page 23 and the pattern derived from the mark.

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Packaging: lip balm

Kettle Moraine Honey Pink Grapefruit Lip Balm Whitewater, Wisconsin 262.472.0507

beeswax shea butter mango butter saower oil vitamin E essential oil

The lip balm label is 2.25 inches by 1.75 inches. Different scents of lip balm can be differentiated by various labels using the colors specified on pages 24 and 25 and the pattern derived from the mark.

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Packaging: soap

The soap label is 1.25 inches by 9 inches. Different scents of soap can be differentiated by various labels using the colors specified on pages 24 and 25 and the pattern derived from the mark.

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Rosemary Eucalyptus

Coffee

Kettle Moraine Honey

Kettle Moraine Honey

Kettle Moraine Honey

Whitewater, Wisconsin 262.472.0507

Whitewater, Wisconsin

Whitewater, Wisconsin

262.472.0507

262.472.0507 saponified coconut oil sustainable palm oil sustainable palm kernel soybean oil olive oil cotton seed beeswax essential oil coffee grounds

saponified coconut oil sustainable palm oil sustainable palm kernel soybean oil olive oil cotton seed beeswax essential oil cucumber

35 Lavender Lemongrass saponified coconut oil sustainable palm oil sustainable palm kernel soybean oil olive oil cotton seed beeswax essential oil mulberry


Packaging: lotion bar

Kettle Moraine Honey

beeswax

Lavendar Lotion Bar Whitewater, Wisconsin 262.472.0507

mango butter

shea butter coconut oil

essential oil

The lotion bar label is 6 inches by 2.25 inches. Different scents of lotion can be differentiated by various labels using the colors specified on pages 24 and 25 and the pattern derived from the mark.

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Packaging: bug butter

Kettle Moraine Honey

beeswax

Bug Butter Lotion Bar Whitewater, Wisconsin 262.472.0507

citronella

shea butter coconut oil

essential oil

The bug butter label is 6 inches by 2.25 inches, containing the red color specified on page 23 and the pattern derived from the mark.

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Gift wrapping

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Additional branded material

Shopping bag

Cell phone case

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Tank top

Long sleeve t-shirt

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Kettle Moraine Honey website

Home

Our story

Products

Contact us

Our beginning

Honey

Mail

About Kettle Moraine Honey

Soap

Email

Lip balm

Telephone

Lotion bar

Social Media

Bug butter Gift sets

To establish a Kettle Moraine Honey website, the flow chart above lays out the pages within the site and what information will be contained on each subpage. After the homepage, the website will consist of three subpages, “Our story,” “Products,” and “Contact us.” The “Our story” page will consist of Kettle Moraine Honey’s beginning and about the business in general. The “Products” page will hold the products Kettle Morain Honey sells and information about each product. Finally, the “Contact us” page will hold the company’s address, email address, telephone number, and links to social media accounts. To the right (page 43) are two mockups of the Kettle Moraine Honey homepage and Products subpage.

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Kettle Moraine Honey

Home

Our story

Products

Contact us

Kettle Moraine Honey

Home

Our story

Products

Contact us

Honey Soap Lip Balm Lotion Bar Bug Butter Gift sets

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Colophon

This project was created by Stephanie Nelson at the University of Wisconsin-Madison in the spring of 2018 for Kettle Moraine Honey. This project is protected under copyright and may not be used without consent of the company or designer.

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Kettle Moraine Honey Identity Systems Manual  
Kettle Moraine Honey Identity Systems Manual  
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