Reroll Cafe Play sweeter
Brand Idenity Guide 2021
1
Table of Contents Introduction 5
Project Brief
6
Design Overview
7
Basic Elements
9
Color Palette
10
Patterns
11
Typeface
12
Logo
14
Designs Applied
21
Stationary Design
22
Signage Design
28
Package Design
40
Merchandise Design
46
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Introduction All elements of Reroll Cafe’s brand idenity will be explored. This following section will explain the client request and the design methods.
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Project Brief With the rise in popularity of tabletop games like dungeons and dragons, we have seen an increased interest in board game cafes. While there are a few board game cafes within Las Vegas, few are targeted towards LGBT + individuals. The final goal for this project is to create a brand identity for Reroll Cafe including a logo, stationery, wayfinding signage, packaging, and a style guide. The elements of this project should be cohesive with each other.
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Design Overview The final design for Reroll Cafe should capture the feeling of enjoying a warm cup of coffee while playing board games with friends. As far as colors are concerned, we want to keep it simple with an coffee inspired palette. We envision using bright oranges and warm browns. When people look at our branding, we want them to feel warm, excited, and welcomed. We would like a logo that conveys those feelings while still matching our business.
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Basic Elements Color Palette Patterns Typeface Logo
Symbol Description
Black and White Logo Ratio
Master Logo
Variations Restrictions
Minimum Clear Space
Minimum Size
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Color Palette Dark Roast This dark brown is based on dark roasted coffee. #4D1D13 R: 77 G: 29 B: 19 C: 41 M: 82 Y: 82 K: 64
Milk Cream This pale yellow is based on milk creamer. #FFFCF3 R:250 G: 244 B: 213 C: 2 M: 2 Y: 18 K: 0
Caramel This lively orange is based on warm caramel #D59F29 R: 213 G: 159 B: 41 C: 17 M: 37 Y: 100 K: 1
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Patterns Dice and Beans Milk Cream This lively pattern contains dice and coffee beans scattered all around. The base color used for this pattern is our Milk Cream color.
Dice and Beans Dark Roast This lively pattern contains dice and coffee beans scattered around. The base color used for this pattern is our Dark Roast color.
Both patterns can be used to cover an entire page. However if the page has text on it, the pattern must be used as either a horizontal or vertical bar. This bar must be 10% of the width (if the bar is veritical) or length (if the bar horizontal.)
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Typefaces Primary Typeface
All Round Gothic
All Round Gothic is a structured geometric sans. It creates a sweet, friendly, and cute atmosphere with the roundess of each letter.
All Round Gothic Medium
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
!@#$%^&*()_-=+{}[]\|:;”’,./<>?
!@#$%^&*()_-=+{}[]\|:;”’,./<>?
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Secondary Typeface
Works Sans
Works Sans is a sans serif typeface. This typeface is simple and clean which makes it easy for audiences to read.
Works Sans Regular
SemiBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
!@#$%^&*()_-=+{}[]\|:;”’,./<>?
!@#$%^&*()_-=+{}[]\|:;”’,./<>?
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Symbol Description
The dice tie back to the board game aspects of the cafe
This shape represents tea splashing around in a cup. It is playful
Reroll Cafe This shape is a simple tea cup. The tea cup shape is universally tied with cafes
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Black & White Logo Ratio 8x
2x 1/2 x 4 1/2 x 6 3/4 x
4 1/2 x
1/2 x
x
9x
Reroll Cafe 8x
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Master Logo
Reroll Cafe 16
Variations
Reroll Cafe Reroll Cafe
Play sweeter
Reroll Cafe Reroll Cafe
Play sweeter
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Clear Space and Minimum Size
1.25 in.
Reroll Cafe
Reroll Cafe
18
x
1.2 in.
Restrictions
fe ll Cwaeeter s Rero Play
Reroll Cafe
Reroll Cafe Do not squash or strech the logo.
Do not change the orientation of the logo.
Do not alter the colors used on the logo.
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Stationary Letterhead Envelope Bussiness Card CD and Cover Presentation Folder Mockups
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Letterhead Front
0.50 in.
.33 in.
Reroll Cafe Reroll Cafe
4632 S Maryland Pkwy 4632 S Maryland Pkwy Las Vegas, NV 89119 Las Vegas, NV 89119 702.123.6446 702.123.6446 contact@rerollcafe.com contact@rerollcafe.com
1.3 in.
1.3 in. Reroll Reroll Cafe Cafe Play sweeter Play sweeter
2.85 in.
2.50 in.
11 in.
1.77 in.
Back
0.50 in.
8.5 in.
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Envelope Reroll Cafe
1.25 in.
4632 S Maryland Pkwy Las Vegas, NV 89119
Reroll Cafe
4.25 in.
Front
1.63 in.
2.15 in. John Doe
1.63 in.
University of Nevada Las Vegas 4505 Marlyand Pkwy. Las Vegas, NV 89154
.5 in.
4.125 in.
1.20 in.
.63 in.
1.21 in.
Back
s
9.5 in.
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Bussiness Card Front
1.32 in. 1.55 in.
Daria Dixon
Graphic Designer 1.07 in.
702.123.6446 dixon@rerollcafe.com www.rerollcafe.com @RerollCafe
1.35 in.
.30 in.
.125 in.
Reroll Cafe .25 in.
3.5 in.
Back
2 in.
Daria Dixon
Graphic Designer 702.123.6446 dixon@rerollcafe.com www.rerollcafe.com @RerollCafe
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Reroll Cafe
CD and CD Cover .54 in.
.70 in.
.375 in.
Reroll CafeReroll Cafe .75 in.
3.47 in.
4.7 in.
4.7 in.
3.56 in. 1.40 in.
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Presentation Folder Interior
Reroll Cafe
Front
4.25 in.
Back
9 in.
3.25 in.
1.30 in.
1.25 in.
12 in.
Reroll Cafe 1.9 in.
.75 in.
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Mockup
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Sinage Exterior Sign Dicterional Signs Menu Promotional Sign Game Policy Sign
Exterior Sign 36 in.
Reroll Cafe
36 in.
25 in.
65 in.
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Identification Signs Games
Order
8 in.
34 in. 24 in.
65 in.
32 in.
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Pick Up
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Menu
Hot Drinks Coffee
Freshly brewed hot coffee 3.00 3.50 3.75
Shots of espresso in milk 3.75 4.00 4.25
Tea
Choose from matcha or chai 2.00 2.50 3.00
Cold Drinks
House Special
Shots of espresso in milk 4.00 4.50 4.75
Made with lavender syrup 5.00 5.50 6.00
Cold Brew
PB and Java
Cold slow brewed coffee 3.50 4.50 5.50
24 in.
Made with PB&J syrup 5.00 5.50 6.00
Milks Whole
Skim
Almond
Reroll Cafe
65 in.
45 in.
34
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Promotional Sign
28 in.
65 in.
Reroll Cafe
Game Day
Every Saturday 5 pm - 10 pm
44 in.
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All Board Games Are Free to Play
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Game Play Policy Gameplay Policy Treat our games with respect. Dont lose pieces or bend cards. Return the games to the shelf when you’re finished. Be mindful of others! Keep the noise to a resonable level
6.25 in. Gameplay Policy
8.25 in.
Treat our games with respect. Dont lose pieces or bend cards. Return the games to the shelf when you’re finished. Be mindful of others! Keep the noise to a resonable level
65 in.
30in.
38
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Packaging Coffee Package
Package Dieline
Package Mockup
Storage Label
Label Dieline
Label Mockup
41
Coffee Packaging 3 in.
7.5 in.
Our coffee at Reroll Cafe is made from a premium blend of hand selected coffee beans. Those beans are then cupped and chose by our coffee experts for consistently excellent flavors. Caramel Card is medium roasted in small batches and bagged immediately after roasting and grinding, preserving the rich flavors in every cup. Reroll Cafe rewards your sense of good taste. Inspired by food artisans and crafted with authentic ingredients and tantalizing recipes. To learn more visit www.rerollcafe.com
Brewing Method Brew with water heated to between 195 and 205F.
Reroll Cafe
Caramel Card
Use 1.6–2 grams whole bean coffee per 1 oz (28 grams) water, adjusting to taste. Serve piping hot, removing grounds from coffee maker after brewing.
NATURALLY AND ARTIFICUALLY FLAVORED COFFEE
GROUND
MEDIUM
SPICY, WARM, AROMATIC
08:15 Sell By DEC 28 2021
3 in.
42
Reroll Cafe
Reroll Cafe first opened our doors back in 2017. The concept for the cafe was born from a love for tabletop games and board games. We wanted to create a welcoming space for those with marginalized identies to enjoy board games. Instead of forcing these spaces to cater to us, we decided to create our own space. Reroll Cafe is an inclusive space for those interested in playing more intense tabletop games or just enjoying a simple cup of tea along with a board game.
5 in.
43
Storage Label
2.5 in.
Reroll Cafe
Storeage Your beans’ greatest enemies are air, moisture, heat, and light. Store unused coffee in an airtight container, or use the convenient recloseable bag. We recommend storing grounds in a cool, dry place—such as in the back of the pantry
5 in.
44
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Merchandise Tote Bag Coffee Cups and Mugs
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48
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Reroll Cafe
Play sweeter ©Reroll Cafe, 2021 Created by Daria Dixon