the yellow peach
DESCRIPTION
Brand identity manual for The Yellow Peach cafe and gifts.TRANSCRIPT
CAFE GIFTS
BRAND IDENTITY MANUAL 2013
Table of Contents
Introduction
The Yellow Peach 4
Our Look
Our Color Scheme 7
Typography 9
Logo 11
May and May Nots 12
Considerations 13
Other Marks 14
Stationary
Business Cards 17
Letterhead 18
Envelope 19
About Us
The Perfect Location 25
How We Look 27
Brand Gifts 29
Gifts and Stationary 32
Take a Look Inside 34
CAFE GIFTS
The concept behind The Yellow Peach isn’t just to be a provider of coffee
and gifts, but to give our customers an experience that they will remember,
and find themselves craving. The environment is a synergy of creativity and
warmth that invites the customer in and leaves them wanting more.
The aroma of fresh coffee beans fill the air, with each wall and corner providing
stationary and gifts suitable for every occasion. Acoustic music from the local
bands who come and play invites every guest to sit down and stay, even if
just for a minute. The eclectic yet homey feel and embracing personalities of
our staff make The Yellow Peach feel more like a haven than a stop on a list
of errands. The Yellow Peach strives for excellence and plans on giving nothing
less. So come and take a bite.
4
# FDF1DD
C 0% R 253
M 4% G 241
Y 13% B 221
K 0%
# EF9674
C 3% R 239
M 49% G 150
Y 54% B 116
K 0%
# FEDD1A
C 2% R 254
M 9% G 221
Y 95% B 26
K 0%
# B75041
C 21% R 183
M 80% G 80
Y 78% B 65
K 9%
# 7EAD97
C 40% R 126
M 1% G 173
Y 35% B 131
K 21%
# ABC9BB
C 24% R 171
M 0% G 201
Y 21% B 187
K 13%
Color SchemeOur colors capture the essence of a peach and it’s environment, which is sweet and inviting.
87
This handwritten type was created to
embody the artsy and creative aspect of
the store. This type may only be used in
the company color scheme and may not
be manipulated in any way.
The Yellow Peach logo is a hand
written type used only in under
case letters. May also be used in
signage inside the store and/or
on the store window for promoting.
Also used for print and mobile
advertising.
Typography
AlexandriaFLF regular
AlexandriaFLF bold
Aa B b C c D d E e F f G g H h I i J j K k L l M m
N n O o P p Q q R r S s T t U u V v W w X x Y y Z z
A a B b C c D d E e F f G g H h I i J j K k L l M m
N n O o P p Q q R r S s T t U u V v W w X x Y y Z z
“Cafe and gifts” are in the
AlexandriaFLF family. This font was chosen to
compliment the handwritten feel. It is used for
all business documents, advertising, signs, etc.
The ampersand used in “Cafe &
Gifts” is not in the AlexandriaFLF
family. It, too, is hand created.
109
CAFE GIFTS
CAFE GIFTS
The logo is a symbol for all things that
The Yellow Peach strives to embody: creativity,
eclectic energy, friendliness, and an inviting look.
The logo was created by hand, which furthers our
artsy feel. The peach accompanies the type and
may also be used on its own.
Logo The May and May Nots
You May: You May Not:
The peach can be used on its own. This is often used on mugs, hats, stickers, etc.
You may not have the logo without the peach visible.
The logo color may not be changed to anything outside of the color scheme.
You may not rotate or skew the peach in any way.
You may use the logo with out ‘cafe and gifts.’ However, not on any signage, only on certain store merchandise.
You may change the color of the type as long as it remains within the color scheme. 1211
Considerations Other Marks Used
Other creative elements that we include are
more hand drawn add-ons to pull our creative
look together. These are generally used as small
feautures on words to draw the eye in.
1413
OWNER Paige Johnson
500 W Broughton StreetSAVANNAH,GEORGIA
31401
www.theyellowpeach.com
Store Number: 912.555.1245Cell Number: 770.354.4275
CAFE GIFTS
CAFE GIFTS
500 W Broughton Street Savannah, Ga 31401 912.555.1245 www.theyellowpeach.com
Business Cards Letterhead
The business cards displays the logo
on the front and the information on
the back. The back includes the
peach as well as some of the creative
elements to make the card fun and
appealing.
2 x 3 in
The letterhead is kept more
simple with a plain white
background and the logo
clearly displayed on the top.
Important contact information
is displayed on the bottom
with a peach separator and
a flare of creative at the very
bottom.
8.5 x 11in
1817
CAFE GIFTS
Leesa Hawthorne10 E 56th Street
Savannah, Ga 31302
Leesa Hawthorne10 E 56th Street
Savannah, Ga 31302
CAFE GIFTS
5.75 x 4.375 in
Envelope
Their are two envelopes available
for use. The “announcement”
envelope is used to send out to
customers. This includes
promotions, coupons, gift cards,
etc. The “standard” envelope
size is used for in-house
business documents.
3.875 x 8.875 in
The peach pattern is used on the
inner flap, with a curved closer to
repeat the curvature of the symbol. A
peach sticker is used to fully seal the
envelope and add on to the style.
Standard envelope back for
business documents.
2019
Stationary Continued
2221
The Perfect Location
The Yellow Peach is settled in the heart of downtown Savannah, Georgia
on Broughton Street. Savannah has the perfect mix of art, music, and unique
citizens that make it the ideal location for The Yellow Peach. With a diverse
community comprised of students, visitors, and natives, The Yellow Peach is
a destination that will speak to every consumer.
It is a place for SCAD students to sell their art or work a part-time job, visitors
will appreciate the inherently southern ties and stepping into a place that
embodies the true nature of Savannah that draws in people from all over
the world. The natives will also see this, and appreciate it as there is a reason
that Savannah has always been a place that they call home. It is more than
a place for them to stop in for a quick card, but a place to run into friends
and neighbors, or to meet up for a coffee and catch up.
25
CAFE GIFTS
How We LookCAFE GIFTS
Our employees will wear shirts that display our
logo on the front and a quote on the back. Girls
hair must be pulled back. Dark jeans or pants are
to be worn and close toed shoes. Jewelry and
piercings are to be kept to a minimum.
Aprons are left simple
with the peach symbol,
and must be worn at
all times when working.
There are three different options for
quotes on the back of the shirt. They
include quotes about coffee and
peaches.
Our sleeves have an “I am hot” note
to warn the and also says “mmm
fresh brew” in the hand written type.
The peach is enlarged and the logo
is smaller and on the side.
2827
Brand Gifts
As well as gifts for the home we also have a selection
of gifts that display our brand. The gifts include coffee
mugs, tee shirts, note pads, magnets, etc. and come in
different colors from the color scheme.
3029
Gifts and Stationary
We provide stationary and envelopes for all
your needs. Our stationary wall is a collection
of original and creative letterpress work. We
are a vendor for many companies, including
Sugar Paper, Smock Paper, Breathless Paper
Company, and Wiley Valentine.
Our gift wall displays southern style gifts from local artists
and companies. These gifts include picture frames, hand
engraved silverware, candles, etc.
32
Take a Look Inside
Our outdoor sign clearly displays
our logo on a wooden plaque,
welcoming in our customers.
As well as coffee we also have a
delicious selection of pastries, bagels,
muffins, danishes, and breakfast
sandwiches.
As well as a spacious inside
seating area, we also provide
outdoor seating and umbrellas
when necessary.
Inside you will see all of our
hand written signs. Our menu,
daily specials, and quotes will be
hand drawn with chalk.34
35