Brand Guidelines Concept by Sophia Rossi

Brand Guidelines

Founder Note

t Truffle Shuffle, our mission is to bring together chefs from all cuisines to teach the most authentic recipes, creating a seamless, Interactive, and entertaining culinary experience for people worldwide. We are passionate food lovers, driven en not only to share the best flavors but to Instill confidence In everyone's ability to create delicious dishes In their own kitchen. The joy of cooking and witnessing other master new recipes Is what Inspires us everyday. The Idea for Truffle Shuffle was born while Jason and Tyler were cooking at The French Laundry. We asked ourselves If chefs could succeed In business and If there was a way to connect people globally through food. Our journey started with the vision of a direct truffle ordering app, cutting out the middlemen and sharing the stories of hunters. With sheer hustle, we achieved remarkable success In our first 90 days. However our path took a turn in 2019 when we discovered the incredible combination of Balinese Salt and truffles, leading us to secure a deal with Whole Foods. Then came 2020 and the unexpected challenges of the pandemic. As our original plans were disrupted, we pivoted to launch a Black Truffle Risotto Class, which propelled our business to new heights. Now, we've created a culinary livestream platform and marketplace connecting chefs worldwide and allowing them to build their brands and communities. Whether you're seeking a cooking class for yourself, your loved ones, or your company, we are here to provide a delicious experience. Join our community and embark on a culinary adventure with Truffle Shuffle. Thanks for being a part of our journey,

Tyler

and the entire Truffle Shuffle crew

Introduction to Truffle Shuffle Brand Guidelines I. Guidelines Overview Purpose/Mission Brand Vision and Values Product Offerings Target Audience

II. Logo and Visual Identity Logo Usage Proper placement on different backgrounds Prohibited modifications and distortions Color Palette Primary and secondary colors Color combinations and usage guidelines Pantone, CMYK, and RGB values Typography Primary and secondary fonts Heading and body text guidelines Font sizes and spacing recommendations

III. Brand Messaging and Tone Brand Voice Description of desired tone and personality Appropriate language and vocabulary Consistency across different communication channels Tagline and Slogans Approved tagline usage and variations Slogan guidelines for specific campaigns or promotions Key Messages Core brand messages Elevator pitch and value propositions

IV. Imagery and Photography Photography Style Desired aesthetic and mood Photo subjects and compositions Image treatments and filters Iconography and Illustrations Approved icon sets and illustration styles Usage guidelines for different contexts

V. Web and Digital Guidelines Website Design Layout and navigation principles DR/Responsive design considerations UI/UX guidelines for optimal user experience Social Media Profile picture and cover image specifications Social media post templates and guidelines Instagram Facebook TikTok Pinterest Youtube Email Marketing Email template design and branding Usage of logos, images, and colors

VI. Brand Application Examples Mockups and Examples Visual examples of proper brand implementation Sample designs for different marketing materials Showcase brand consistency and impact Highlight successful brand campaigns

VII. Brand Partnerships and Collaborations Co-branding Guidelines Usage of partner logos and visual elements Brand alignment requirements Sponsorships and Events Brand representation at sponsored events Approved event branding materials

VIII. Conclusion Importance of Brand Consistency Resources and Contacts for Assistance

Our Story Truffle Shuffle was founded as the honest truffle company. While working together at The French Laundry in Napa, Jason McKinney, Tyler Vorce, and Sarah Rundle fell in love with truffles and the overall, unforgettable experience they could provide. The trio launched Truffle Shuffle at the end of 2018. The company began with the sole mission of bringing clarity and integrity to the complex world that is truffles for friends, chefs, and consumers alike. Truffle Shuffle has come a long way since then, working with truffle-hunting families all over the world to source honest, traceable, fresh truffles for passionate, Michelin-rated restaurants and home chefs across the country. The following year, Truffle Shuffle serendipitously launched a shelf-stable product line that began with the Balinese Truffle Salt, then giving the opportunity to release the Brown Butter Truffle Honey. Both products were picked up by Whole Foods for a global deal, and are now also available in a few other retailers and on Amazon. When Covid-19 hit, and restaurants began to close, the small team, now 6--with the addition of French Laundry legend Leah Williams, and skilled chef and plant-whisperer Ian Rosenstrauch--knew they had to adjust their business model to survive. The first live virtual cook-along-experience was launched in March, shipping ingredient kits with items measured out for Truffle Risotto (including fresh Spanish black truffles and a wooden truffle shaver). In a matter of 3 hours, Truffle Shuffle was sold out of everything, even the 20 pounds of fresh truffles they had on hand. Truffle Shuffle has continued to offer online cooking classes since with such unbelievable support from the community of fellow chefs and patrons. Ingredient kits are shipped overnight a couple days before class, culminating with a group zoom class filled with step by step instruction led by Tyler and Jason, along with some humor and tales of the kitchen, and a sense of pride, accomplishment, and a delicious dinner when the class is over. In addition to public Sunday classes, Truffle Shuffle--now made up of 56 incredible, hard-working, hospitality professionals, the majority of those laid off due to COVID-19--also offers private classes for smaller groups and companies. Pivoting the business model during the pandemic has resulted in drastic growth, enabling Truffle Shuffle to hire 40 laid-off hospitality individuals, cook with (to-date) 200,000 guests virtually, and continue philanthropic efforts in their local community.

A brand steeped in the tradition of fine dining, very high standards, an eye for quality, and a commitment to the guest that also doesn’t take itself too seriously, loves to have fun and create unforgettable experiences. -Tyler Vorce Make it Dope!!! Everything we do at Truffle Shuffle should be you putting your best foot forward!!! -Jason McKinney

I. Introduction to Truffle Shuffle Brand Guidelines Brand guidelines are the standards and rules an organization uses to maintain brand consistency across channels. They define the framework for visual, verbal, or written communication and they set the foundation for a solid brand to grow and thrive. Documenting your brand guidelines protects your brand from misinterpretation, misunderstanding, and inconsistency. Brand guidelines should be treated as a living, breathing part of your business. As your company inevitably changes and grows to meet new demands, build new products, and reach more customers, your brand guidelines should adapt as well.

Purpose Truffle Shuffle was born out of a desire to share the exquisite art of cooking with truffles. Founded by two chefs from the world-renowned French Laundry and featured on Shark Tank, we’re bringing Michelin Star quality into homes across the globe. Whether you’re looking to join an online class, book a private cooking experience, or find the perfect ingredient to elevate your dishes, Truffle Shuffle is your ultimate culinary destination. Elevate Your Culinary Skills with Truffle Shuffle's Exquisite Online Cooking Classes & Luxury Ingredient Kits.

Mission To work relentlessly to give our guests the most compelling culinary experience possible.

Brand Vision and Values Connecting the world together through food by combining chefs from all cuisines teaching the most authentic version of their recipes to people all over the world in a seamless, interactive, and entertaining environment. Cook like a Michelin star chef from the comfort of your own home. Have a sense of humor, and be relentless.

Brand Overview Core Values Hospitality Genuine Customer Care Key ingredients We strive to provide experiences and events that expectations Relentlessness and Resilience Mentorship and Education

Brand Attributes Every ingredient has a story Connectivity to community, friends, and expert level chefs Culinary diversity Authenticity Ease of use, complete service, one stop shop

Brand Statement "Truffle Shuffle: Uniting global flavors, our interactive and entertaining platform empowers food enthusiasts to master authentic recipes from renowned chefs of diverse cuisines, elevating home cooking to a Michelin star level."

Brand Position Truffle Shuffle, the premier online cooking class company founded by Michelin-trained Chefs, empowers culinary enthusiasts to elevate their skills and create exceptional dining experiences from the comfort of their own kitchens." #SuccessInEveryBite

Brand Pillars: Customer Service Culinary Fusion: Blending diverse cuisines and cooking techniques to create unique and delightful culinary experiences that transcend cultural boundaries. Masterful Instruction: Providing expert-led, step-by-step instructions from world-renowned chefs, ensuring precision and excellence in every recipe. Engaging Technology: Leveraging interactive technology to make the learning process enjoyable, interactive, and accessible from the comfort of one's home. Global Community: Cultivating a vibrant community of food enthusiasts and aspiring chefs who connect, share, and learn together, fostering a sense of belonging. Authentic Flavors: Curating recipes that showcase the true essence of each cuisine, preserving the authenticity and heritage of traditional dishes.

Brand Pillars Empowerment through Knowledge: Equipping home cooks with the knowledge and skills of professional chefs, instilling confidence and creativity in their culinary pursuits. Innovation in Culinary Education: Pioneering new approaches and technologies to revolutionize culinary education, staying at the forefront of the industry. Unparalleled Quality: Striving for excellence in every aspect of the platform, providing a premium and memorable experience for users. Inspiration for Culinary Aspirations: Serving as a source of inspiration and motivation for home cooks to aim higher and achieve their culinary dreams. Accessible Michelin Star Experience: Making the Michelin star chef experience attainable for everyone, regardless of their location or background.

Target Audience | Julia Demographics: Age: 45-65 years old

Gender: Predominately female

Location: Urban and suburban areas

Psychographics: Taste Preferences: Adventurous and open-minded when it comes to trying different wine varietals and styles Socializing: Enjoy socializing and hosting gatherings with friends and family Lifestyle: Embrace a sophisticated and refined lifestyle Leisure Activities: Engage in cultural events, fine dining experiences, and travel Quality Conscious: Seek high-quality wines and appreciate unique, handcrafted, and artisanal offerings Convenience: Value convenience and prefer curated selections delivered to their doorstep

Behaviors: Subscription Services: Already subscribe to various curated subscription services, such as wine of the month club, meal kits, beauty boxes, or book clubs Social Media Engagement: Active on social media platforms, especially Instagram and Facebook, to discover and share experiences related to wine Wine Events: Attend wine tastings, vineyard tours, and local wine events to expand their knowledge and explore new offerings Gifting: Enjoy giving and receiving wine-related gifts, and appreciate the convenience of having gifts curated and delivered to recipients

Key Motivations: Discovery: Thrive on discovering new gourmet experiences and expanding their palate Convenience and Time-Saving: Appreciate the ease of having curated selections delivered regularly, eliminating the need for frequent trips to the wine store Social Connection: Enjoy sharing and discussing wines with friends and family, and appreciate the opportunity to impress guests with unique wine selections Education and Learning: Value opportunities to learn more about food, wine, including tasting notes, pairing suggestions, and the story behind each bottle.

Product Offerings | Small Batch Products Private Label Product Details: Gold Foil - brings elegance and class to the label giving giving it a high end feel Blue Text- Nod towards the aprons at The French Laundry

Truffle Honey

Balinese Truffle Salt

Truffle Carpaccio

Elevate your cheeseboard to new heights with our Brown Butter Truffle Honey. Crafted with the finest honey sourced from the renowned Marshall Farms in Napa, each spoonful of this sumptuous delight delivers an unforgettable symphony of flavors.

Elevate your pantry with our most popular product. Each set comes with 2 jars of crisp and clean natural sea salt, directly sourced from an exclusive partnership with a family farm in Bali and artfully combined with authentic Black Truffle from France.

Authentic Black Truffle from France thinly sliced and preserved in the finest olive oil with a pinch of salt. Perfect in salads, with pasta, in sauces, in risotto, with cheese, meat and fish.

Truffle & White Cheddar Kettle Corn (seasonal) We’ve combined the savory, creamy flavor of white cheddar with the elegant, nutty tones of black truffles for a powerhouse combination that you’ll have to taste to believe. Our White Cheddar & Black Truffle popcorn goes perfectly with a nice glass of red wine, and will be right at home with a beautiful charcuterie board sure to impress

Summer and Winter Truffles Charm your palate with our hand-selected fresh black truffles,. As seen on the renowned show Shark Tank, our truffles are here to add a dash of gourmet extravagance to your meals. Our European team and partners meticulously hand-pick the finest truffles, ensuring you enjoy nothing short of a magical gourmet experience. Every truffle you buy opens the door to a new culinary adventure, elevating your meals to extraordinary levels of deliciousness.

III. Packaging Truffle Salt Label

Truffle Honey Label

Truffle Carpaccio Label

Shipping Box

II. Logo and Visual Identity

IV. Imagery and Photography Photography Style

Iconography and Illustrations

III. Brand Messaging and Tone Brand Voice Description of desired tone and personality: Friendly - We’re relatable, approachable, and understanding. We know what you’re going through – we’ve been there. We like to keep it fun, casual, and human. Optimistic - We see the positive side of life. We believe any challenge can be overcome. We don't dwell on the negative. We are authentic and connect to our audience. Grounded - But we’re still grounded in the real world. We are all about making products that you love to use so that living a healthier life is easy. We are direct and clever, we are not sales-y, we are storytellers who desire to create an Incredible experience for our guests.

Consistency across different communication channels Voice: Clean, playful, approachable humor. Responses should be upbeat, optimistic and positive. Puns are encouraged. Avoid being sarcastic or mocking customers, followers or other brands.We have a strong dose of hospitality, service-minded.

Tagline and Slogans Approved tagline usage and variations Unleash the master chef within you Food is love

Connecting the world through food Something for every foodie

Key Messages Elevator pitch and value propositions We are an online culinary membership program that combines gourmet ingredient delivery with online Michelin star chef taught cooking classes. Whether you’re looking to join a virtual class, book a private cooking experience, or find the perfect ingredient to elevate your dishes, Truffle Shuffle is your ultimate culinary destination. Appropriate language and vocabulary French Laundry Alumni Protege Membership (not subscription) "add to box" (instead of add to cart) Course Versus Series Video on Demand versus On Demand Class Member Events

The Living Cookbook Is the name of our Online Content Library Recipe Versus Blog Private event vs group class Virtual Cooking Class Ingredient Kit Shopping List Class

Product Offerings VOD & Live Classes, Kits: We are an online culinary membership program that combines gourmet ingredient delivery with online Michelin star chef taught cooking classes. Our kits come with a Michelin star quality meal for 2, personalized Instructions from our Michelin-trained chefs, every Ingredient you need for the cooking experience, signature beverage mixer.

Private events: Truffle Shuffle is perfect for a variety of events, such as team building activities, client appreciation events, and even small gatherings of friends and family who are far away. With our experience of organizing thousands of events, we provide delectable options suitable for any occasion!

III. Brand Messaging and Tone Value Propositions/Product Identifying your unique value proposition compared to your competitors is the main pillar that establishes your success in both marketing and sales. Additionally, an effective value proposition clearly articulates why a prospective customer should buy from your company instead of a competitor.

Live Classes Value Prop VOD Value Prop Membership Program Value Prop

Private Event Value Prop Partnership Value Prop Private Label Products Value Prop

How to determine value propositions: How to determine value propositions: Identify your customer's main problem. Identify all the benefits your product offers. Describe what makes these benefits valuable. Connect this value to your buyer's problem. Differentiate yourself as the preferred provider of this value. Use a template to help you brainstorm.

Typography Title Case: We generally write headlines in title case when they appear on non-branded sources. (Eg. Social media headlines, google text ads, AMS headlines). Sentence Case: Sentence case used for almost all body copy Eg: email body copy, subject lines, all social copy, Amazon headlines. Sentence case is always used if there are multiple sentences, and periods are being used. All CAPS: Use all caps very sparingly, and only to emphasize one idea per message. (I.e. 1 kit for $145 + FREE shipping) All caps should not be used in headlines It should never be accompanied with an exclamation point Exclamation marks and Commas: use them sparingly We! Don’t! Like! Exclamation! Marks! Truffle Shuffle is exciting enough. Oxford Commas: Please use them. Other Formatting: Time: Avoid “today”, “tomorrow” and other similar time-sensitive words that could be the wrong day. Instead, use the specific date. Date format: September 8, 2017 (shortened form is acceptable using the first three letters of the month). Do not use: 09.08.17, 09/08/2017 or variations. Ampersands: We generally avoid ampersands and plus signs, with some exceptions: To help minimize character counts for DTC channels and social media In promotional creative design for offers such as “+ FREE Shipping” Numbers: Numbers below nine should generally be written alphabetically. Numbers above nine should generally be shown as numerals (eg two days, 20 days) When describing specific amounts of time on a promo, use numeric (i.e. 3 month subscription)

When listing the contents of a case or bundle, use numerals. Eg: “12 bottles (16oz each)”, or “1 case (12 x 16oz bottles)” Acronyms and Abbreviations: We generally avoid acronyms and abbreviations as they can become confusing to the reader. If an acronym or abbreviation is used, clarify it in parenthesis, then use the acronym afterward.

V. Web and Digital Guidelines Website Design Layout and navigation principles DR/Responsive design considerations UI/UX guidelines for optimal user experience

V. Web and Digital Guidelines Website Design | Membership Portal Layout and navigation principles DR/Responsive design considerations UI/UX guidelines for optimal user experience

V. Web and Digital Guidelines | Product Page Product Images Layout and navigation principles DR/Responsive design considerations UI/UX guidelines for optimal user experience

V. Web and Digital Guidelines Recipe Cards Layout and navigation principles

Grilled Bavette Steak with Chefs Jason & Tyler

Modules for Web & Email Categories: Membership, Private Label Products, Private Events,

10% OFF on ALL private label Truffle Shuffle Products today ONLY!

Our Private Events are top rated! Curate your next culinary experience.

Modules for Web & Email Categories: Survey, Sales, Cookbook

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V. Web and Digital Guidelines | Email Marketing Platforms Klaviyo: Online program where we launch our DTC channel email marketing. Hubspot: Online program where we launch our B2B channel email marketing.

Schedule & Frequency Email marketing frequency Is to send out emails every Wednesday (reminder of live classes currently on schedule) and Sundays (weekly newsletter of dope things happening at Truffle Shuffle) with the addition of a New Menu launch email that will feature all the upcoming dishes for the next month (Typically sent out on the 15th of every month). Additional supporting marketing Includes 3 social media posts scheduled across our channels daily.

August Menu

Why Truffle Shuffle? 10% OFF on ALL private label Truffle Shuffle Products today ONLY!

V. Web and Digital Guidelines | Email Marketing Monthly Email Menu Launch Flows Teaser Countdown to Menu Launch -- Member Only Early Access -- Launch Menu Dishes (Klaviyo, Social, SMS) -- Reminder -- Survey

Monthly Email Investor Newsletter Flows (Every Wednesday) Teaser Countdown to Menu Launch -- Member Only Early Access -- Launch Menu Dishes (Klaviyo, Social, SMS) -- Reminder -- Survey

Private Events Email Flow Teaser Countdown to Menu Launch -- Member Only Early Access -- Launch Menu Dishes (Klaviyo, Social, SMS) -- Reminder -- Survey

V. Web and Digital Guidelines | Organic Social Social Media Content Guidelines Our Ideas are Original: A unique take on a commonly discussed topic. Our posts are Humanistic and Authentic It's Visually Engaging, Appetizing, Fun, and Elevated.

Post Types Short form video Images Live Video GIFs/Memes Text based posts User generated content Long Form Video URLs/Link to other content

Categories of Content Super simple food and/or beverage Imagery Founder Promos Chef Promos Dish Promos and Features Partnerships Polls Giveaways

Platform Posting Frequency | Phase 1 Instagram Instagram posts: 3-5 posts a week Instagram reels: 5-7 reels a week Instagram stories: 7-10 stories a week Content focused on brand pillar content

Partnerships/Co-Lab: Depending on the partnership length | 1-3 posts a week (Focusing on event announcement and popups).

Facebook: Facebook posts: 3-5 posts a week focused on brand pillar content

Phase 2 TikTok: TikTok posts: 5-7 TikToks a week (need more time to determine strategy for this channel)

Twitter: Twitter posts: 10-20 tweets a week focused mainly on community, Internal and private event content. We also request our chef ambassadors tweet to promote their class offerings.

LinkedIn: Linkedin posts: 3-5 posts a week focused mainly on community, Internal and private event content.

Google My Business: 1 - 3 posts/week focused mainly on community, Internal and private event content.

V. Web and Digital Guidelines | Organic Social Hashtags #AskTheChef #TruffleShuffle #CookingTips #ChefLife #Foodlovers #food #foodporn #foodie #instafood #foodphotography #foodstagram #yummy #foodblogger #foodlover #instagood #love #delicious #follow #like #healthyfood #homemade #dinner #foodgasm #tasty #photooftheday #foodies #restaurant #cooking #lunch #picoftheday #yeschef #foodpics #instagram #healthy #chef

Content Pillars | Organic Social Educational/Cooking/Chef Posts Example 1 Example 2 Example 3 Example 4

Brand/Product Offering Posts

SALE SALE SALE

Company Culture/Community Posts

UGC/Customer Reviews

Clever/Pop Culture/Fun Posts

Event/Partnership Posts

Example 1 Example 2 Example 3 Example 4

V. Web and Digital Guidelines | Organic Social Visual/Design System Moodboard

VI. Brand Application Examples | Organic Social Visual/Design System Moodboard

Private Events?

$120K

$100

VII. Brand Partnerships, Private Events, and Collaborations Private Event Marketing Elevator Pitch: Client and company appreciation events should be engaging and unique! If you're planning events for this year, don't miss out on an exclusive FREE event where we will send you a complete cocktail kit so you can see what a private event for your team or clients is like with Truffle Shuffle! This is free, and we'll send the kit right to your door!

Partnership Co-Branded Promotional Expectations Email about partnership (mutually agreed) -- Duel Content Video -- Static Social Posts

Examples

Partnership Co-Branding Executions In Collaboration with

Together with

Partnership Co-Branding Executions

VIII. Conclusion Importance of Brand Consistency Brand consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they’re more likely to make purchases and commit to your company for the long term. Also, when you create brand consistency, you reinforce the qualities your customers can cite when recommending your brand to their friends and social media followers. Increase customer trust and loyalty: Good branding gives your organization personality, making your customers want to interact with your business. Stand out from the competition: It distinguishes you from others in your industry and provides an emotional reason to choose you. Build brand authority: Your brand can become a leader in the industry by increasing authority.

Key Internal Brand Contacts Sophia Rossi | Director of Marketing Bailey Latimer | Head of Design & Web Development Jason McKinney | CEO Tyler Vorce | COO

Conclusion Letter from Founders

Tyler

and the entire Truffle Shuffle crew

Phase II

Chef Ambassador Program Content Expectations Weekly Content Strategy: One giveaway per class Weekly update teasing/promoting class Weekly post based on class

Monthly Content Strategy: Monthly Communication from Chef Monthly In Person Content Brainstorm Monthly post about partnership

Long Term Strategy: Quarterly Partnership Chefs to sell benefits of their dishes Have Chef Ambassador as link In bio and have It lead to the truffle shuffle page

Personas | Tyler Overview Brand consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they’re more likely to make purchases and commit to your company for the long term. Also, when you create brand consistency, you reinforce the qualities your customers can cite when recommending your brand to their friends and social media followers.

Hashtags:

Weekly Series:

Featured Dish Consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive .

Why Truffle Shuffle?

Personas | Jeremy Overview Brand consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they’re more likely to make purchases and commit to your company for the long term. Also, when you create brand consistency, you reinforce the qualities your customers can cite when recommending your brand to their friends and social media followers.

Hashtags:

Weekly Series:

Spill the Tea w/ Chef Jeremy

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Personas | Jason Overview Brand consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they’re more likely to make purchases and commit to your company for the long term. Also, when you create brand consistency, you reinforce the qualities your customers can cite when recommending your brand to their friends and social media followers.

Hashtags:

Weekly Series:

something

04 : 12 : 24 days

hours

minutes

August Series Drop Its that time of the month again! Our August classes are getting ready to go LIVE! If you have not already, check out our website to see our newest classes!

BIG

and dope

is coming... -Chef Jason & Tyler

Personas | Tucker Overview Brand consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they’re more likely to make purchases and commit to your company for the long term. Also, when you create brand consistency, you reinforce the qualities your customers can cite when recommending your brand to their friends and social media followers.

Hashtags:

Weekly Series:

Brand Application Examples

Personas | Anna/Guest Overview Brand consistency is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they’re more likely to make purchases and commit to your company for the long term. Also, when you create brand consistency, you reinforce the qualities your customers can cite when recommending your brand to their friends and social media followers.

Hashtags:

Weekly Series:

August Menu

Why Truffle Shuffle?

Join Chef Anna