Snappy Salads Brand Guidelines

Brand Style Guide 2019

“No matter where I looked, I couldn't find a nutritious meal served quickly that tasted good enough

made me want to order it again.

- Chris Dahlander, Founder 2006

Welcome!

• This document contains all you need to know about how the Snappy Salads brand should be used in marketing materials. Living by these guidelines protects our brand because it will appear consistent across all touchpoints.

• Just like a recipe, this guide is part science and part art. It was developed to create effective communication that matches the character and voice of Snappy Salads. Using this guide appropriately and accurately resides in knowing as much about the foundation and spirit of Snappy Salads as possible.

Who is Snappy Salads?

Our Purpose

• Snappy Salads reframes how people perceive salads – from “diet food” to “center-of-the-plate, can’t-get-enough, want-tocome-back” meals. We guide our guests as they discover satisfying salads so they feel satisfied, refreshed, and fulfilled.

• At Snappy Salads, we believe that when everything has a purpose, the benefits are exponential. We create life-changing salads with fresh flavors, intriguing combinations, and consciously-sourced ingredients.

• We are “neighbors serving neighbors” which creates a dining experience that’s so good the guest wants to come back again tomorrow.

Our Values and Personality

Tone of Voice:

Direct

Friendly

Honest

Natural

Informal

Insightful

*This is the brand tone of voice and not instructions for writing copy. Any copy requests should be directed to the marketing team.

We refer to our tone of voice as...

“Genuinely interested in sharing our passion for leaving this world better than the way we found it through intelligent conversations.”

We are not…

Condescending. Trite. Expected. Predictable. Assuming. Pompous. Disingenuous. Brusque.

We are a guide upon which our guests can rely.

Creative Roadmap

Logos:

 Always include the register mark ® symbol on logo and tagline

 Logo must be enclosed with rectangle if “Snappy Salads” and pinwheel are used together

 When shown together, the pinwheel must be placed between “Snappy” and “Salads”  Logo can be displayed without the tagline

Logo: Clear Zone

When using the Snappy Salads, logo nothing else should appear within the “clear zone” around the logo. This is done to assure that the Snappy Salads logo is not crowded by other visuals that diminish the impact of the brand. The diagram below shows the clear zone that should be observed. This area is defined by the height of the letter “S”. As the logo is made larger/smaller the clear zone will scale up/down proportionately.

Fonts:

 “Roboto Slab is used as the primary header font  Body text is intended to be used for optimal legibility

Colors:

 Any other colors used for brand messaging must be approved by Snappy Salads  Acceptable textured background/accents:  Chalkboard

 Paper bag

 Stainless steel

Dark Green:

RGB: 19, 50, 43

CMYK: 93, 33, 68, 85

Pantone 627C

Dark Green: Hex #13322B

Light Green:

RGB: 80, 158, 47

CMYK: 78, 0, 100, 2

Pantone 362C

Light Green: Hex #509E2F

White:

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Pantone None

White: Hex #ffffff

True Black:

RGB: 0, 0, 0

CMYK: 75, 50, 30, 100

Pantone Black

True Black: Hex #000000

Assets:

• All other assets are available on Dropbox by invitation only.

• Any backgrounds, borders, archives, or other sources available through SM are not authorized by Snappy Salads for use.

• All final artwork must be approved prior to use.

Photos and imagery should appeal to an active 32-year old. Make it inspirational, brooding, and cool.

We’re here for you

Every great movie has a simple formula…

The unsuspecting Character who has a problem meets a Guide who gives him a Plan and calls them to action, and while battling the Bad Guy, is transformed into the Hero.

Our great movie has a simple formula too…

The unsuspecting Character who has a problem meets a Guide who gives him a Plan and calls them to action, and while battling the Bad Guy, is transformed into the Hero.

The unsuspecting Non-salad Eater who’s tired of poor-eating choices discovers Snappy Salads where he tries the Grilled Avocado Salad which satisfies his physical and emotional appetite, and conquers his chronic Weight and Health Issues, that transforms him into a New Person. Discover satisfying.

We are their Guide

• We’ve all said, “I wish I hadn’t eaten that” after a gluttonous meal. We know that salads are better for us, but we haven’t had a salad that fills our cravings – well not until Snappy Salads came into our lives with craveable salads.

• Snappy Salads is the guide that people need to help them eat better so that they don’t have the regret that comes immediately after an unhealthy meal -- the meal that makes them feel physically uncomfortable and disappointed emotionally. Feeling bad mentally makes us eat our stress which starts a vicious cycle.

• Our #1-Selling Grilled Avocado salad is the source for a life-changing discovery that salads are indeed fulfilling and what guides people out of the food abyss into a new life of fulfillment.

We are their Guide

Wherever we can and as often as we can, we will use the Grilled Avocado Salad in our promotional materials. Sure, we have other craveable, life-changing salads and Piadina Wraps, but by focusing our message on the Grilled Avocado Salad, we’ll promote the reason why people come to Snappy Salads in the first place. Remember, “repetition doesn’t ruin the prayer.”

Red leaf lettuce, iceberg, black bean/poblano/corn relish, Grilled Avocado and thick-sliced grilled tomato, queso fresco, our housemade Chipotle-Lime Vinaigrette, and Mexican crema.

Phrases we like to use

• Testimonials from our guests are our best source of affirmation. Actual quotes create powerful message that we should use to our advantage. Always source the quote (i.e. – A. Smith).

• It’s been proven that a good headline increases “click-through” rates. Using questions is the best method:

- Want to - Looking for - Don’t you

- Tired of - Are you - Wouldn’t you

• Regardless of the message, the point of view must be written from the reader’s vantage point (We’re here for you. We are your guide).

- You told us - You were asking

- Thanks to you - Because of your

In-store Boards

In-store Boards:

 What’s Snappening

 Since 2006

Exterior boards

What’s Snappening Board

Found in all of our stores, this black board is usually in a focal point. The intent of this board is to communicate what’s happening at Snappy Salads during a period of time. The Board copy may last as little as one week or up for 6 weeks.

Since 2006 Board

Currently this is only at the West Park Blvd., and Beltline locations. The goal of this board is to communicate specific messaging around two key content pillars:

1. How is Snappy Salads purposeful?

2. How is Snappy Salads fresh?

Other Boards

Additional boards can be found in select stores. This message will either focus on an upcoming event, recently won award or support message to the current What’s Snappening board.

In-store

Boards:

 All boards should be written on standard black chalkboard

 All board should be seasoned before first use

 Primary chalk color is white

 Boards should be written with chalk medium unless otherwise specified

 Use of decorative borders around board and words will not be used unless otherwise specified

 No legal needed

 Always include social media icons for Facebook, Twitter and Instagram

Attention statement

What we’re up to or what we need from customer

Call to action

Invitation to follow us on social

“Since 2006” Board

Header remains constant

Fresh statement

Supporting copy

Social Icons

Year and hashtag remain constant

Purposeful statement

Supporting copy

In-store Boards:

Tips & Tricks

Tips and Tricks to the perfect In-store Boards!

• Seasoning a chalkboard: Use a full piece of chalk and run it on its side over the entire surface of the chalkboard. Make sure to rub it in well. Once the board is covered – erase it.

• Don’t use dry chalk: Dip the chalk in water before drawing on the board. As you work, keep dipping the chalk in water to keep it wet. At first, the chalk lines will look faded – not bright – be patient and let it dry – it will dry bright white (white is to be used all copy) and whatever color chalk you are using for illustrations. You can also keep the board wet and draw on a wet board. When you add the wet colored chalk over existing dry white chalk it will appear that the white chalk has been ruined. It has not – just wet and looks faded. When it dries it will look nice and bright again.

• Use a level and a ruler: Nothing looks more amateur than text that drifts up or falls down. Use a level and a ruler to mark some guidelines so your letters are the same size and on the same line.

• Avoid the Widows: A widow is the paragraph-ending word that falls at the beginning of a new line, thus separated from the rest of the text.

• Make a border: Use a square at each corner and double lines then fill the double lines in with dots of color.

• Mix up font styles: Thick, 3-D, thin, serif, shadow, and script. A good rule of thumb is to use no more than 3 fonts. One heavy print font, a script font, and one thin caps font.

• To find the center of a word or words for one line: Count the number of letters and spaces between each word. For instance “fresh-squeezed” has 14 letters – an even amount – no spaces, so the center is between the “S” and the “Q”. If using both lower case and capital letters, capital letters take up a bit more room, but this is a good rule of thumb to center lettering. Draw the center letter or space on your center point and then draw the other letters out from this center point to each side to complete your word. This is the hardest part of chalkboard art – making free hand letters. Some letters will be bigger and your centering will look off. Mine is off, but it still looks OK – not perfect – but fun and festive. Don’t try for perfection. The imperfections can sometimes add to the charm of chalkboard art.

• Always have Q-tips and damp rags: When you are done, go back thru and touch up/clean up any spots that are a little smudged or have a lot of detailing with a wet q-tip. Keep a stack of them plus a cup of water for easy clean up. Oh, and while you are at it, know that a wet rag is your next best friend. DON’T use paper towel you will get little fuzzies stuck everywhere.

Email

Always provide a subject line

Email:

 Emails should always come from:

chris@snappysalads.co m

 Stick to one (1) idea or message per email

 The voice needs to always be simple and conversational

 Always include a header image

Include links to active social media platforms

We are legally required to provide “unsubscribe” option

Social Media

Platforms and Profile:

 All posts must be approved by Chris D. and marketing team  Usernames must be @snappysalads

 Use approved pictures found in Dropbox folder

 Use approved hashtags

Active Social Media Platforms:

Facebook: facebook.com/SnappySalads/

Instagram: instagram.com/snappysalads/

Twitter: twitter.com/snappysalads

Social Media Tone:

We are proud and passionate about the food we serve and the work we do to serve our community. We believe in what we do and accept when we make a mistake. We love to converse and make people rethink the way they eat. We’re optimistic but realistic. We tell the truth.

Profile Pictures: Must stay consistent across all parent platforms

Use as much as the space provided without cropping or distorting logo

Use pinwheel as profile picture unless instructed differently

Social Imagery:

Profile Image: 180 x 180 400 x 400

Cover Image Guidelines: 820 x 312

Appear on page at 820 x 312 pixels. Anything less will be stretched.

Minimum size of 399 x 150 pixels. Displays at 820 x 312 pixels on desktop and 640 x 360 pixels on smartphones. For best results, upload an RGB JPG file less than 100 KB. Images with a logo or text may be best as a PNG file.

Take into account placement of buttons and profile picture

Cover Image Guidelines: 1,500 x 500

Maximum file size of 5 MB.

Image types include: JPG, GIF or PNG. Take into account placement of buttons and profile picture

Profile Image: 110 x 110 (round)

Image Guidelines

1080 x 1080 pixels.

Instagram still scales these photos down to 612 x 612 pixels.

Appear in feed at 510 x 510 pixels. Square or rectangle photos: make sure to maintain an aspect ratio between 1.91:1 and 4:5 ratio.

Smaller featured header images appear as 204 x 204 pixels, and larger featured header images appear as 409 x 409 pixels.

Best for sharing: New menu items, events, NROs, values, and customer engagement

Best for sharing: New menu items, events, NROs, values, and customer engagement

Best for sharing: New menu items, reshares, NROs, values, and customer engagement

 Platform updates happen regularly  Always check the most recent dimensions to reduce any unnecessary cropping or distortion across all devices

Direct Mail

Include name of salad when shown

Direct Mail:

Each campaign will differ but style guide use of logo, pinwheel, color and fonts should be applied

Offers should have a legible font of 8pt font. The legal must contain location where the offer is excepted and date the offer is good for.

Include legal when offer present

Include logo

The Environment

• Being and staying environmentally conscious is one of the biggest drivers in our daily values. We go to great lengths to find food that’s both great tasting and great for Mother Earth. As an extension of this practice, we ask that you use suppliers who use sustainable manufacturing practices and suppliers who value their environmental credentials. It is important that everyone understands the importance of reducing our footprint on the planet.

Whenever possible, limit the use of raw materials being produced. The following materials have been approved and are encouraged when needed:

• Corn polymer plastic

• Hemp fabric

• Organic cotton

• Recycled paper