brand book
TRANSCRIPT
a brand book
Hannah FitzpatrickMarshall Brockley
The Vegan Spoon
contents CompanyProfile Brand Philosophy................................ .4 Brand Promise......................................6 Accepted Consumer Beliefs...............8 Target Market...................................................10 Tone...................................................................12 Design Inspirations.........................................12 Logo & Tagline.................................................14 Logo Evolution.................................................16 Color Palette.....................................................18 Typefaces..........................................................20 Stationery..........................................................22 Packaging..........................................................24 Store Design......................................................26 Employee Apparel............... ............................28 Merchandise.....................................................30 Website..............................................................32 Social Media.....................................................34 Flyers..................................................................36
company profile
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BRAND PHILOSOPHYThose who have chosen to live the vegan lifestyle often feel stuck and limited during their weekly food shopping trips. They tend to be caught looking for a variety of tastes at a relatively low cost, but spend more time reading ingredient labels than price shopping. They also currently lack the convenience of quick one-stop shopping if they are just looking to grab something simple for a meal. Overall, food shopping for vegans is a
frustrating, timely, and expensive experience.
The Vegan Spoon is here to alleviate those problems.
company profile
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BRAND PROMISE
The Vegan Spoon promises to provide the ability to shop at ease for
a variety of delicious, affordable, and convenient meal solutions for vegans
and vegetarians alike. We are here to inspire you the moment you walk
through our doors.
company profile
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� Food shopping can be extremely stressful and time consuming.
� Vegan-specific food brands are expensive.
� There is a lack of protein in the vegan diet.
� Vegans are difficult to cook for and go out to eat with.
� Going vegan sounds like an interesting and healthy idea, but it also seems like a lot of work.
CONSUMER ACCEPTED BELIEFS
target marketMALE & FEMALE | 25-45 | PHILADELPHIA,PA
The Vegan Spoon customer is a health conscious individual who eats entirely 100% vegan, meaning they do not consume any animal products. They may choose to live this lifestyle for a variety of reasons - they are strongly against animal cruelty and testing; they disapprove of the large corporations that dominate the food industry; they may view this as the most natural way of living; or they are simply looking to expand their palette.
Our consumers are affluent shoppers and are willing to spend the extra dollar for high quality food, but are also searching for more affordable options. They are also passionate about the environment and sustainable living. With that, they prefer to purchase local produce to help promote the domestic economy. They also do so because they can pinpoint where that food came from exactly and from there, can remain loyal to their favorite
local growers.
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brand toneLight, Healthy Living, Green, Environmental Sustainability
design inspirationsIn developing our brand and each of our promotional materials, we were inspired by the beautiful, vibrant colors of produce, particularly leafy green vegetables. We looked at a variety of natural foods packaging, focusing on the way the packaging was designed and also what the products were themselves. Lastly, we researched many brands and companies with similar goals. With that, we focused in on vegan-friendly product lines and other natural foods markets such as Fresh Market and Whole Foods. Aftercollectingallofourinspirations,weconfidentallymovedforwardwith
expanding The Vegan Spoon brand.
PU
RELY VEGAN
FOOD MARKET
vegan certified, mother approved
LOGO
TAGLINE
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logo & taglineWewent through several taglines and logos before landing on our finaldesign. We wanted to create something relatively simple that expressed the organic, pure, and natural focus of our brand. The Vegan Spoon is written along a green ribbon to add some credibility and prestige. We then created a circle shape centered behind the banner, which resembles a head of lettuce - this image quickly became a focal point of our brand. Within the lettuce in a smaller typeface is simply stated that The Vegan Spoon is a, ‘Purely VeganFoodMarket’.Thisfurtherdefineswhatourstore’soverallbusiness
goals are.
Our tagline reflects the feelings of comfort we express through The Vegan Spoonshoppingexperience.‘VeganCertified,MotherApproved’hasaniceassociation with shopping for a family or a mother who shops with care. We wanted to continue to show that we are a dedicated to our vegan consumer
and offer them safe, comforting, and natural place to shop.
logo evolution
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At the start of the design process, we began with several very simple designs with several different names and several different taglines. As we progressed we realized we had some ideas that may be more complicated than others, but overall would work better. Integrating a banner and ‘seal of approval’ we felt that we had improved our design to project our brand
values.
The lettuce head design in the background was originally a solid green bottlecap-style badge, which had evolved into a variety of different vegetables. After playing with the colors and other design elements that addedstructure,wecametoaconclusionwithourfinallogoexecution.
R: 1G: 107B: 56
R: 13G: 147B: 68
R: 190G: 218B: 146
R: 39G: 78B: 55
R: 101G: 101B: 101
R: 197G: 197B: 197
R: 255G: 255B: 255
color paletteThe color that stuck out to us the most throughout the brainstorming process was green. One of the things that you always hear is, “Eat more green vegetables,” or “Always have something green on your plate.” Outside of just your dinner spread, green marketing and other sustainable ways of
living have been on the rise.
With all of these concepts being a focus of our target consumers primary values, we felt that green was the color we wanted to proceed further with. We used a green gradient in our logo and wanted to continue that theme with an ombre effect in our color palette. For readability and to add variety, we also incorporated two different charcol colors - one dark and one light -
and of course, the color white.
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Plantagenet CherokeeABCDEFGHIFJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Roboto LightABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Kg Eyes Wide OpenA B C D E F G H U I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
typefacesWe chose three different typefaces to use throughout each of our executions.
Thefirsttypefacelistedwasstrictlyusedfor‘TheVeganSpoon’inourlogoand cannot be found in any of our other promotional materials. For the logo specifically,wewantedtouseaseriffonttoexpressalevelofmaturity,but
this typeface did not represent any of our other brand values well.
The second typeface listed is used in our logo as well, but also for all of the plain text throughout. We wanted to use something readable and modern
and Roboto accomplished those goals.
Lastly, our third script style typeface was used to add something fun and personal to our promotional materials. We wanted to use a cursive typeface
that was simple to read, but also was interesting to the eye.
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LETTERHEAD BUSINESS CARD
front
back
stationary
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The letterhead we designed is a reflection of the fresh and healthy aspects of our brand. We layed out images of fresh produce at the top, which is consistent throughout other executions, and also used our script font as opposed to to logo for readability purposes. For cour business card, we used the lettuce head next to our tagline to maintain brand consistency. Here we also proceeded to primarily use the script font. Our postcard is a simpler execution using hand-drawn vegetables, as opposed to real life images. Since the post cards will be sent out to our target directly, we created something
extremely simple and to the point.
POSTCARD
front back
REUSABLE BURLAP TOTE BAGS
packaging
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BROWN PAPER BAGS BRAND PACKAGING
With our reusable bag, we felt that our consumer would appreciate the option to purchase a tote bag when checking out to bring with them everytime the came shopping. Our brown paper bags are an alternative to that option, and once again use the outline of the lettuce. Lastly, we developed a Vegan
Spoon branded food item particularly noting that the item is 100% VEGAN.
OUTDOOR SIGNAGE
store design
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IN STORE DESIGN
In developing our brick and mortar store, we primarily focused on outdoor signage, and moved forward to the in-store design. Outside the door of The Vegan Spoon, we chose to hang a wooden vintage sign presenting the logo to once again indicate that we are a natural foods market and not a chain food store brand. Second, we designed a window decal that could be placed on the front doors and windows alongside the parking lot outside. For the inside of our store, we wanted to keep shelves low and produce out in front in order to create that farmers market sort of feel. The Vegan Spoon logo
would be place throughout, primarily on endcaps and displays.
APRON
employee apparel
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HATS
Before executing our employee uniforms, we looked at a variety of other natural foods markets to see what their employees were wearing to work. With that, we went ahead and went with an apron along with a hat. The use of the apron helps give off the impression of an open market atmosphere. The logo also seemed to lay well on a hat. Underneath of these, employees would be asked to wear something of their own to complete The Vegan Spoon look. Once again, we were looking for something clean
and consistent.
T-SHIRT: FRONT T-SHIRT: BACK
merchandise
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PINS COFFEE MUG
For our merchandise we chose to associate closely with where The Vegan Spoon will launch - in the city of Philadelphia. By using the city’s outline on our merchandise, we hope to capture the customer who is proud of where they live and where they shop for local products. We chose to execute stylized t-shirts, coffee mugs, and buttons. Once people learn to love The Vegan Spoon brand they will love to boast about its origin. They are not only proud of being a vegan, but also being a Philadelphian who
shops locally.
TABS
website
Our website would function as one dynamically loaded page created with Bootstrap to ensure responsiveness across all platforms. By clicking on any one of the tabs listed in the navigation bar, the user would automatically be directed to the respective section. The website features The Vegan
Spoonstory,theproductofferings,inspirationalrecipes,andfinally,ourlocation.
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HOME
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social media
For our social media executions, we primarily focused on Facebook on Twitter, although our website does note that we would also create an Instagram and Pinterest account for the brand. The Facebook and Twitter pages both have the same cover photo for consistency purposes - these four photos are
also featured on the home page of the website.
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flyers
In pure local fashion, we went with a flyer-style advertisement that would be hung up throughout up-and-coming trendy areas in the city where our target market resides. These flyers would hopefully attract attendees of local flea and farmers markets alike. While they do not use our logo or any other
branded materials, we feel like our target audience would react positively to this method.
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