AORA Brand Guideline

AORA

BRAND GUIDELINE

2020

CONTENTS

01 02 03 04 05 06

WHO WE ARE

3

OUR PHILOSOPHY

4

OUR PRODUCTS

5

OUR COMMUNITY

7

ONLINE RESOURCES

8

TONE OF VOICE

9

13 14

BRAND GUIDELINES

07 08 09 10 11 12

LOGO USAGE

11

COLOR USAGE

14

TYPOGRAPHY USAGE

16

PHOTOGRAPHY STYLE

20

ILLUSTRATION STYLE

22

SOCIAL MEDIA STYLE

23

THE TEAM

24

CONTACT

25

AORA

BRAND GUIDELINE

01 01

WHO ARE WE Aora formulates high potency nutritional supplements, primarily for women. We only use the very highest quality natural ingredients with environmentally friendly and 100% recyclable materials for our packaging.

P.3

AORA

BRAND GUIDELINE

02 02

OUR PHILOSOPHY

P.4

We believe that our health is worth investing in.

The pressures of modern living often make it difficult to live a balanced and grounded lifestyle. We are advocates of a balanced lifestyle that includes eating a healthy diet, adequate hydration, regular exercise, life-long learning, community, rest & relaxation.

Our products are designed to make it easier to get the nutrients that we all need in order to fulfill our true potential. Rather than promoting a “quick-fix” solution or the newest “fad” ingredient, we encourage our community to adopt a systematic and consistent approach to healthy living.

AORA

BRAND GUIDELINE

03 03

OUR PRODUCTS

Our products are meticulously researched and strenuously tested before they reach our customers.

Every ingredient must have a purpose and contribute to our overall goal: your health and wellbeing.

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AORA

BRAND GUIDELINE

03 03

P.6

We are proud of every product we make.

We only make timeless, high-quality pieces.

We value transparency.

Our customers deserve to know everything.

How we are making a difference?

100%

Ethical Process Transparency Customer Satisfaction

AORA

BRAND GUIDELINE

04 04

OUR COMMUNITY Our community is made up of like-minded women that value their health and appreciate beautiful and thoughtful design.

We welcome everyone.

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AORA

BRAND GUIDELINE

05 05

ONLINE RESOURCES

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We provide opportunities for our community to educate and inform themselves in a fun & engaging way. This can be done at their own pace from the comfort of their own homes. We strive to bring together the very best educators that share our passion for a balanced lifestyle and give them a platform to share their knowledge.

AORA

BRAND GUIDELINE

06 06

TONE OF VOICE We use an honest, warm and inspiring tone of voice. Putting our clients at ease, and making room for them to ask questions. Simple, straight to the point and calm. We encourage an open-minded attitude with a healthy level of scepticism.

P.9

Honest Warm Inspiring Simple Straightforward Calm

AORA

BRAND GUIDELINE

07

BRAND GUIDELINE It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

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AORA

BRAND GUIDELINE: LOGO USAGE

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07 07

BRAND LOGO

Our brand logo is based on a customized logotype. The logotype is customized for the brand and therefore cannot be modiďŹ ed, recreated or transformed.

The brand logo must be resized proportionately, never streched and legible at all times.

AORA

BRAND GUIDELINE: LOGO USAGE

P.12

07

MINIMUM SIZE:

Minimum Height: 5mm

LOGO CLEARSPACE & MINIMUM SIZE

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.

The minimum clearspace is determined by the height of the letter “O” from the logotype. To ensure legibility and clarity, please do not scale the logo below the recommended size.

AORA

BRAND GUIDELINE: LOGO USAGE

P.13

07

LOGO COLOR USAGE

The logo may appear in the color white & dark ash. Dark ash is used for lighter colored backgrounds while white is used for darker colored backgrounds.

AORA

BRAND GUIDELINE: COLOR USAGE

08 08

Nude Sage Tan

BRAND COLORS

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HEX

#C6AA9D

CMYK

23 32 35 0

RGB

199 170 157

HEX

#8C9086

CMYK

47 36 45 4

RGB

140 144 134

HEX

#CEB8A4

CMYK

20 26 34 0

RGB

106 184 164

Keeping color cosistent is a key point to our branding. It is important that the color palette is applied accurately and cosistently throughout brand communications.

Beige Cream Dark Ash

HEX

#DCD2C8

CMYK

13 14 18 0

RGB

221 211 200

HEX

#F5F1EA

CMYK

3360

RGB

246 241 234

HEX

#8F8681

CMYK

45 42 44 6

RGB

143 134 129

AORA

BRAND GUIDELINE: COLOR USAGE

P.15

08

COLOR HIERARCHY

A general color hierarchy is seen as illustrated above.

Cream, Beige and White are the most commonly used background colours. Dark Ash is mostly used for text and icons to bring contrast, while Nude Sage and Tan are used as secondary background colours.

AORA

BRAND GUIDELINE: TYPOHRAPHY USAGE

09 09

Typography plays a large role in the 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.

Baskerville is the chosen font family, and we use the font in 2 weights: Regular & Italic.

TYPEFACE 01

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

Aa

SPECIFICATIONS TRACKING (space between letters): 0-10 LEADING (space between sentence lines): 0-30

AORA

BRAND GUIDELINE: TYPOHRAPHY USAGE

09

Montserrat is the second typeface, we use the font in 3 weights: Regular, Medium & Semibold.

Montserrat is used for body copy and larger paragraph of text.

Within brand materials, Montserrat should appear smaller in scale in relation to Baskerville.

TYPEFACE 02

P.17

ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

Aa

SPECIFICATIONS TRACKING (space between letters): 0-10 LEADING (space between sentence lines): 0-30

AORA

BRAND GUIDELINE: TYPOHRAPHY USAGE

P.18

09

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

Heading with Baskerville Regular Montserrat medium is used for body copy.

Montserrat regular can also be used when a slightly more delicate weight is needed. The heading above is Baskerville Regular.

“Baskerville Italic can be used for pull quotes.�

SUBHEADING TEXT

I'm a Heading Montserrat medium is used for body copy.

Montserrat regular can also be used when a

TYPOGRAPHIC HIERARCHY

slightly more delicate weight is needed. The heading above is Baskerville Regular. The subheading is Montserrat Semibold.

BUTTONS IN MONTSERRAT

AORA

BRAND GUIDELINE: PHOTOGRAPHY STYLE

10 10

PHOTOGRAPHY STYLE

P.19

Our photography style is clean & straightforward. The imagery direction should portray our tone of voice accurately –

Honest, Warm, Inspiring, Simple, Straightforward and Calm.

AORA

BRAND GUIDELINE: PHOTOGRAPHY STYLE

PHOTOGRAPHY STYLE

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Our photography style is clean & straightforward.

AORA

BRAND GUIDELINE: PHOTOGRAPHY STYLE

P.21

AORA

BRAND GUIDELINE: ILLUSTRATION STYLE

11 11

ILLUSTRATION STYLE Our illustration style is clean & minimal.

Icons can be used in various different places within the branding, from website usage to product pacakging usage.

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AORA

BRAND GUIDELINE: SOCIAL MEDIA STYLE

12 12

SOCIAL MEDIA STYLE Our social media visuals should be clean & straightforward.

Here are some samples of our social media visual style.

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AORA

BRAND GUIDELINE: OUR PHILOSOPHY

13

P.24

Aora started life as a discussion onboard a traditional Phinisi sailing boat in the Indonesian Archipelago. Despite having no background in nutritional supplements, Co-founders Sean Borland and Oli Anderson, felt strongly the majority of products being offered where inadequate and the packaging was bad for the environment.

We make all of our decisions based on three simple criteria:

13

OUR PHILOSOPHY 1.

2.

3.

Our products have to be of the highest possible quality, organic, vegan friendly, with ingredients sustainably sourced where possible The packaging and manufacturing process need to be environmentally friendly Our highest value is respect. Respect ows in all directions: between staff, our suppliers and our community.

AORA

WHERE TO FIND US

2020

14

Website. www.aora.co.uk YouTube. Aora- Nutrients For Life IG. aora.nutrients.for.life FB. aora.nutrients.for.life

UK OfďŹ ce: Shiplake Cottage, Mill Road, Henley on Thames, RG9 3LW

Bali HQ: Jalan Babadan 200, Perenenan, Canggu, Bali, Indonesia