These are the foundations of our brand.

THIS DOCUMENT DEFINES WHO WE ARE, WHO WE HOPE TO BECOME,

HOW WE TALK ABOUT OURSELVES, AND THE WAY WE LOOK.

No matter who is representing Rise Bakery—from leadership to vendors and everyone in

between—these guidelines help to shape our communication.

OUR MISSION
Creating artisan baked goods and a bright future for young adults with disabilities.

OUR VISION
We envision a flourishing community, positively impacted by our bakery enterprise and by the
lives and work of our employees.
Missional Copy
Rise Bakery exists to create and serve quality confections. Our bakery also provides a nurturing environment where
young adults with disabilities are trained for a successful, gainfully-employed future.

Fruitful employment promotes tremendous self-belief. Every person should have the opportunity to find fulfillment
through their work. Often, adults with disabilities are denied this chance. At our bakery, employees of all abilities are
encouraged to rise above society’s expectations to become confident, productive members of their community.

We serve outstanding, authentically-inspired baked goods made with locally-sourced ingredients of the highest quality.
We bake everything from scratch—and we do it with the help of our resourceful, hard-working staff. Rise Bakery employs
young adults with disabilities, encourages and trains them, and prepares them for a future full of possibility.

Vision-Inspired Copy
Rise combines a passion for baking, enterprise, and justice to forge a sustainable model for societal change. By investing
in the lives of young adults with disabilities, we hope to see wide-spread restoration throughout the communities where
we live and work.

Rise Bakery is a warm, welcoming place where employees are encouraged to use their natural talents to produce
exceptional baked goods as they contribute to our vision for a flourishing community. We believe in the ability of a
successful enterprise to restore life and light to broken areas of society.
Taglines
Quality confections with a side of social change.

Artisan baked goods (with a dash of hope).

Serving bright futures & artisan baked goods.

Serving artisan baked goods / bright futures.

Artisan Baked Goods for a Flourishing Community

Artisan Treats & Bright Futures

Artisan Baked Goods + Social Change

Baking Cakes // Changing Lives

Life-changing confections.
Brand Values

PEOPLE
Above all else, we value people—particularly those who have been historically marginalised
due to physical or intellectual disabilities.

QUALITY
Our customers and their love of cakes and bakes drive us to strive for perfection with each
kitchen creation. It is our goal to produce fairly-priced baked goods of the highest quality.

COMMUNITY
We seek to enrich our local community by offering quality products, as well as employment
and volunteer opportunities.

LOCAL BUSINESS
Brand Personality
BRAND VOICE
What is our tone?

Our tone is warm, positive, and authentic. We are passionate and full of hope. We are
intelligent, but always relatable. Our tone is inviting, encouraging, and full of life.

From what point of view do we speak?

We use a first person plural voice, referring to Rise Bakery as a collective “we”. This keeps
things personal and friendly. Our customers can be referred to as “you”, when appropriate.

What is our style and use of grammar?

We keep things casual enough, but never compromise quality. Contractions and the use of
lighthearted phrases are acceptable, but steer clear of slang. We like the Oxford comma.

OUR VOICE IS:

• Passionate, not serious

• Warm, not sappy

• Welcoming, not needy

• Caring, not overly-emotional

• Knowledgeable, not pretentious

Logo
The Rise Bakery logo acts as the brand’s key visual identifer.
There are three versions of the logo approved for standard use: horizontal, stacked, and logomark. The logo may be
used in any of the brand colors or black/white. The logo version used should be dictated by the design.
Use of Colour
The Rise Bakery colours range from pastels and muted tones
to pops of complimentary brightness.
We pair colours by hue, using dark and light members of the same colour family together. We often use clean,
simple colour blocking to convey our creative, relevant, and approachable brand personality. We stay away from
straight primary colours, preferring to stick to alternative colour wheels.
Fonts

Headers

H1 - Bernstein Serial, Bold, Regular Case, Tracking 60 Sample H1

H2 - Bernstein Serial, Bold, Regular Case, Tracking 60 Sample H2

H3 - Nunito, Medium, Upper Case, Tracking 60 SAMPLE H3

Body Copy

Nunito, Light, Regular Case, Tracking 20 Sample Body Copy

Imagery
The brand look is a combination of clean, playful, and creative.
Textures allude to iced cakes. Simple illustrations may be used to add colour and interest to brand materials. Colour
blocking and empty space are also used in design. Our photos are clean, bright, and full of emotion. We primarily feature
the people behind our enterprise, along with the beautiful baked goods they produce. We also focus on the customers, our
community, and images that highlight joy, transformation, and hospitality. We like color, natural light, and close-up shots
of people’s faces and hands at work.
Serving baked goods
& bright futures