Better Greens Brand Identity & Guideline

doing more daily.

BRAND GUIDELINE 2020

BRAND GUIDELINE

Logo Usage

01

8 - 16

Color Usage

19 - 22

contents.

04

23 - 30

02

16 - 18

Typography Usage

Photography Style

Illustration Style

05

31 - 32

03

Brand Iconography

06

33 - 34

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Better greens is a delicious green powder supplement that meets your daily nutritional requirements.

Better greens is served in a single serving pouch that meets your daily nutritional requirements of 2

servings of vegetables and allows you to be as active, adventurous and routine free as possible.

It goes with you to the lake, mountains, brunch, work,

beach and functions as an

instant shot of vitality to keep

what is better greens?

the good times rolling.

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INTERNAL

Bring green drinks to the field of adventure.

Active people often don’t slow down to eat as

balanced as they like. Health starts in the kitchen, but we don’t always have one around.

The market wasn’t speaking to us.

We’re here to disrupt a traditional industry of

kitchen first, mom-centric and fitness enthysiasts and speak to our people; who live creative adventurous and also want to be healthy.

our mission.

EXTERNAL

doing more daily.

We are here to help you stay as balanced as you are active.

Building relationships

with an elevated heart rate.

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MARKET DEFINITION

OUR COMPETITORS

Better greens is a supergreens powder supplement company targeted at active-creative trend setters.

Our primary competitors are extablished CPG supplement companies who have been operating for 8 or more years through traditional kitchen-health

marketing and target moms, fitness enthusiasts and professionals.

OUR BRAND PROMISE

doing more daily.

We strive to create a community of

adventurers and creaties with active lives who seize the day - everyday.

unapologetically us.

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K E Y TA L K I N G P O I N T S

C O M M U N I C AT I O N H I E R A R C H Y

Veggies anytime, anywhere Encourage audience to try new things Be the director of adventure for your friends Immunity boost

OUR BRAND NAME

01

Drink better greens or #bettergreens

Be more creative Real plants real fast

KEY VALUE PROPOSITION

2 servings of veggies anytime anyplace

KEY BENIFITS AND CLAIMS

Non-GMO

Plant based

Vegan

No artificial sweeteners

Organic

Real ingredients/plants

No Sugar Added

green speak.

02

OUR SLOGAN

03

doing more daily.

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Everything we create and communicate should embody one or more of these brand characteristics:

ADVENTUROUS YET ACCESSIBLE

“Oooh I should try that with my friends this weekend”

our vibes.

INSPIRE COMMUNITY

“I feel like I could be friends with these people”

T R A N S PA R E N T A N D E M PAT H E T I C

“It’s nice there are real humans at this company”

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01

logo usage.

It is important that our

branding remains consistent.

Please obey the brand

guidelines for consistent BRAND GUIDELINE 2020

brand communication.

01

LOGO USAGE

Our logo is based on a sans serif typeface designed to be simple, modern and uncomplicated.

W I T H O U T TA G L I N E

The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.

In most cases the logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication.

vertical logo.

W I T H TA G L I N E

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01

LOGO USAGE

Our logo is based on a sans serif typeface designed to be simple, modern and uncomplicated.

The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.

In most cases the logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication.

horizontal logo.

W I T H O U T TA G L I N E

W I T H TA G L I N E

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01

LOGO USAGE

The brandmark is a leaf icon customized truly for the brand. It acts as the identifying mark or symbol used to represent the brand. The brandmark is ideal for social media avatars, stamps, wax seals, and stickers.

doing more daily.

The submark should not be changed or edited in any way. The submark shall never be streched and should be resized proportionately so that they are legible at all times.

submark.

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01

LOGO USAGE

Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.

For all logo variations including – submark, vertical or horizontal logos with or without the tagline, the minimum clearspace is determined by the height and width of the leaf icon.

logo clearspace.

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01

LOGO USAGE

To ensure legibility and clarity, please do not scale the logo below the recommended size.

The logo shall never be streched and should be resized proportionately so that they are legible at all times.

Minimum

Minimum

Minimum

Minimum

Minimum

Width: 15mm

Width: 20mm

Width: 30mm

Width: 32mm

Width: 5mm

logo clearspace.

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01

LOGO USAGE

PRIMARY 3 COLOR USAGE

SECONDARY 3 COLOR USAGE

white & light green on medium green background white & light green on dark green background dark green & medium green on light green background

white & dark green on orange background dark green & medium green on pale green or white background.

white & dark green on yellow background

logo color usage.

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01

LOGO USAGE

PRIMARY 2 COLOR USAGE

SECONDARY 3 COLOR USAGE

white on medium green background white or light green on dark green background dark green or medium green on light green background

white or dark green on orange background dark green or medium green on pale green or white background.

white or dark green on yellow background

logo color usage.

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01

LOGO USAGE

Do not use gradient

Do not rotate the logo

Do not compress or stretch the logo

Do not rearrange parts or create

Do not resize any part of the logo

Do not add unofficial elements in the logo

Do not place elements within the

Do not add in special effects such

logo clearspace

as drop shadows or 3D effects

compositions that are not provided in the guideline

incorrect usage.

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02

color usage

Our brand consist of 4 primary

colors: Pale Green, Light Green,

Medium Green & Dark Green.

Our secondary consist of 2

BRAND GUIDELINE 2020

colors, orange & yellow.

02

COLOR USAGE

Our brand consist of 4 primary colors: Pale Green, Light Green, Medium Green & Dark Green.

Our secondary consist of 2 colors, orange & yellow.

brand colors.

DARK GREEN

MEDIUM GREEN

LIGHT GREEN

CMYK

CMYK

CMYK

C82 M44 Y100 K84

C66 M25 Y65 K22

C20 M7 Y27 K0

RGB

RGB

RGB

R33 G74 B35

R81 G127 B97

R204 G216 B192

HEX

HEX

HEX

#214A23

#517F61

#CCD8C0

PA L E G R E E N

ORANGE

YELLOW

CMYK

CMYK

CMYK

C4 M2 Y5 K0

C6 M40 Y53 K0

C11 M32 Y76 K0

RGB

RGB

RGB

R241 G242 B237

R234 G164 B124

R227 G174 B88

HEX

HEX

HEX

#F1F2ED

#EAA57C

#E3AE58

03 BRAND GUIDELINE 2020

typography usage

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03

TYPOGRAPHY USAGE

Typography plays a large role in our brand identity. We use a serif typeface to add character and personality to the brand.

The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.

Sumana is the chosen font and we use the font in only 1 weight: Bold

Sumana Bold

primary typeface.

ABCDEFGHIJKLMN OPQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

ABCD P. 2 0

03

TYPOGRAPHY USAGE

Avenir Next is the secondary typeface, we use the font in 3 weights: Regular, Medium & Demi Bold.

Avenir Next is used for body copy and larger paragraph of text.

Within brand materials, Avenir Next should appear smaller in scale in relation to Sumana Bold.

Avenir Next Regular Avenir Next Medium Avenir Next Demi Bold

secondary typeface.

ABCDEFGHIJKLMNOP QRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

ABCD P. 2 1

03

TYPOGRAPHY USAGE

Heading with Sumana Bold Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.

Avenir Next Medium is used for body copy. Avenir Next Regular can also be used when a slightly more delicate weight is needed. The heading above is Sumana Bold. Avenir Next Bold can be used to highlight or emphasize certain area of text.

SUBHEADING WITH AVENIR NEXT DEMI BOLD

I'm a Heading The heading above is Sumana Bold. Avenir Next Demi Bold is commonly used for subheadings. Avenir Next Demi Bold can also be used for buttons.

typographic hierarchy.

Sumana Bold can be used for smaller exerts of text that require further emphasis.

BUTTONS IN AVENIR NEXT

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A D V E N T U R O U S . H E A LT H Y .

OUTGOING .COMMUNITY .

FUN . GOOD VIBES . COURAGE

04

photography style

Our photography style is

simple, straightforward and

muted in tones. The imagery direction should portray our

BRAND GUIDELINE 2020

tone of voice accurately.

04

PHOTOGRAPHY STYLE

adventurous healthy outgoing community fun good vibes courage

photography style

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04

PHOTOGRAPHY STYLE

photography style

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04

PHOTOGRAPHY STYLE

photography style

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04

PHOTOGRAPHY STYLE

product photography style.

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04

PHOTOGRAPHY STYLE

product photography style.

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04

PHOTOGRAPHY STYLE

product photography style.

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04

PHOTOGRAPHY STYLE

doing more daily.

Instantly upgrade your health and your life with Better Greens.

Supercharge your schedule and keep creating. Get outside more often.

P. 3 0

05

illustration style

Our illustration style are

clean and minimal.

Typography can be used as

an element to highlight

BRAND GUIDELINE 2020

quotes or special events.

05

I L L U S T R AT I O N S T Y L E

Our illustration style are clean and minimal. Typography can be used as an element to highlight quotes or special events.

illustration style.

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06 BRAND GUIDELINE 2020

brand iconography.

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06

B R A N D I C O N O G R PA H Y

PLANT

IMMUNITY

ENERGY

NON

NO SUGAR

ADVENTURE

GLUTEN

THIRD PARTY

BASED

BOOST

BOOST

GMO

ADDED

FUEL

FREE

CERTIFIED

brand icons.

P. 3 4

doing more daily.

BRAND GUIDELINE 2020