g free sweets style book
DESCRIPTION
Rebranding Campaign for G Free SweetsTRANSCRIPT
Cover Page
G Free SweetsA Gluten Free Bakery
Sharina Chalres
Research
2
Introduction 4
Research 8
Process 16
Designer Notes
What is Gluten?
6
7
Company Overview
Campaign Scope
Research Paper Abstract
SWOT Analysis
Key Findings
10
12
13
14
15
Graphic Toolbox
Identity Development
Logo Development
Website Development
Advertisement Development
18
19
20
21
22
Research
3
Standards 24
Solutions 42
References 50
Logo Standards
Brand Standards
26
36
Identity
Logo
Website
Motion Graphics
Product Packaging
44
45
46
47
48
49
Introduction
4
Designer Notes
Introduction
5
Designer Notes
Introduction
6
What is Gluten?
Introduction
7
What is Gluten?
Research
8
Research
9
Research
Company Overview
Campaign Scope
Research Paper Abstract
SWOT Analysis
Key Findings
Research
10
Stephanie Freeman, owner of Allergy Free Baking
By Stephanie (AFBS), opened its doors to fill the
growing need for those suffering with gluten allergies
or intolerances. Although she is a single mom of 3
children (with extreme food allergies) she’s proud to
boast offering the widest selection of fresh & delicious
baked goods in a dedicated GF kitchen for thousands.
Currently, it is a small in home bakery with pre order
only sales, but you couldn’t tell from the raving reviews
on their Facebook page. Since opening its doors
in 2010, this GF gem is in need of an advertising
campaign to build brand awareness, boost sales and
turn this in-home business into Hampton Road’s first
GF storefront bakery.
Company Overview
To provide high quality cakes, cupcakes, cookies, etc.,
that taste just like its wheat counterpart! So everyone
can enjoy allergy free baked goods, whether they have
allergies/intolerances, are on a special diet, or not.
This is a company that cares more about the well
being of its customers than its pockets and as a small
business it can provide a guaranteed specialized
experience for each customer.
One-stop shop for those catapulted into the Gluten
Free lifestyle and other food allergies.
Company Mission
Company Culture
Company Purpose
Research
11
Campaign Scope
AFBS is an in-home bakery specializing in gluten free
baked goods. They need to separate themselves form
their competition & reach their target consumer in
order to grow.
Women with food allergies or who have children of
food allergies, 25-40 years old, $35K - $50K income,
college educated.
Synopsis
Audience
Vision
Campaign Deliverable
Campaign Goals
Identity
Logo
Website
Print Advertisement
Promotional Materials
Grow G Free Sweets into Hampton Roads, Virginia’s
first gluten free bakery.
Increase Brand Awareness
Grow Target Consumer Base
Boost Online Sales
Research
12
Research Paper
Research
13
SWOT Analysis
Research
14
Key Findings
Research
15
Process
16
Section Divider Page
Process
17
Section Divider Page
Process
18
Graphic Toolbox
Process
19
Identity Development
Process
20
Logo Development
Process
21
Website Development
Process
22
Advertisement Development
Process
23
Standards
24
Full Color Logo Inverted LogoFull Color Logo - for use on white backgrounds or where there is sufficient contrast between the logo and the background for reproduction.
Inverted Logo - for use when full color reproduction is not an option or viable solution dark or black backgrounds.
Logo Standards
The logo serves as the visual representation of the
company. AKA its the face G Free Sweets! And
just like your own face, it needs to be presented in a
professional and consistent manner to maintain brand
integrity. It consists of three elements: G Free Sweets
symbol, G Free Sweets word mark, and tag line. The
preferred version is the full color and the uses for all
versions are outlined below. The logo should never
be typeset, recreated or altered, which could cause
inconsistencies that dilute the impact of the brand’s
power.
Logo Variations
Standards
25
One Color Logo
Label Logo
One Color Logo - for use when color reproduction not available.
Label Logo - for placement on small and confined spaces such as product packaging
Standards
26
The G Free Sweets minimum size is based on
the width of the word mark, which should not be
reproduced in a size smaller than 2.2 inches in width.
The smallest size the label should be reproduced is 1
inch in width. Additionally, a symbol only logo has
been created. It is 90 px and is small enough for web
Minimum Size
2.25 X 1.6 in 1.1 X 1.6 in
Standards
27
Logo Misuse
Incorrect use of the G Free Sweets logo compromises
its integrity and effectiveness. Below are a few
examples of its misuse.
Don't change the font Don't alter logo colors Don't combine logo with other text
Don't use logo in grey scale Don't stretch or distort the logo Don't rearrange the elements of the logo
Standards
28
Logo Typography
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0 1 2 3 4 5 6 7 8 9
BlairMdlTC TT Medium
This font is used to reproduce the official name of G
Free Sweets. Its a sans serif font classified as geometric
and ideal for announcements, certificates and similar
uses.
BliarMdlTC TT Medium: Logo Typeface
Standards
29
Logo Color Palette
The colors chosen for the logo are inspired by the
target audience. These women are classy and
sophisticated with a sweet tooth. These colors are
sweet, yet not too feminine to disinterest men who also
have gluten allergies with a sweet tooth.
C:38 M:75 Y:100 K:48R:102 G:51 B:0Web#663300
C:44 M:69 Y:14 K:0R:153 G:102 B:153Web#996699
Custom GradientPurple OrangeC:27 M:43 Y:0 K:0 C:0 M:35 Y:85 K:0R:185 G:152 B:198 R:255 G:153 B:51Web#CC99CC Web#FF9933
Standards
30
Logo Applications
Business Cards
Postcards
Cupcake Wrapper
G Free Sweets branded items should all have a
consistent look and feel.
Standards
31
Uniforms
Standards
32
Brand Standards
Tone & Voice
Typography
Standards
33
Color Palette
Standards
34
Imagery
Standards
35
Textures
Solutions
36
Section Divider Page
Solutions
37
Section Divider Page
Solutions
38
Identity
Solutions
39
Logo
Solutions
40
Website
Solutions
41
Solutions
42
Motion Graphics
Solutions
43
Product Packaging
Solutions
44
References
Solutions
45