vegeta bles

Brand Guidelines 2021

Guideline Contents

BRAND BACKGROUND
4 Brand Pitch
5 Creative Brief
6 The Brand is...

INSPIRATION
8 Creative Direction
9 Brand Moodboard
10 Color Palette (Color Swatches, Hex Code, RGB, CMYK, Pantone)

IDENTITY
12 Logos (Wordmark, Icon, Combination, Specialty)
13 Icon for Social Media
14 Design Sample

SUPPORT
16 Typography
17 Type Sample
18 Business Card
19 Pamphlet (ie. Menu, Event Invite, Lookbook, Advertisement)
20 Web Homepage
21 Social Media
Brand Background
Brand Pitch, Creative Brief, The Brand is...
Brand Pitch 4

UpBeet Vegetable's is a Pleasantville produce market known

for fresh fruits and vegetables, affordable prices, and healthy
snacks. Open 7 days a week, this upbeat market will constantly
have you feeling refreshed and motivated to live a healthy life-
style.
Creative Brief 5

INSPIRATION NOTES: healhy living, quality products,

organic, affordable pricing

IDEAL AUDIENCE: Target audience between the ages of 18-35

BRAND EQUITY: convenient, affordable, fresh,

aesthetically appealing

TONE / VOICE: upbeat, lively, healthy, rustic

COMPETITION: Local grocery stores in town that offer more than

just vegetables. In addition, farm stands on the outskirts of town
that offer fruits and vegetables directly from the farm. Lastly,
grocery deilvery services that allow individuals to order gro-
ceries from the comfort of their home.
The Brand is... 6

Energetic

Upbeat

Healthy

Convenient

Simple

Affordable

Rustic

Refreshed

Motivated

Local
 Inspiration
Creative Direction, Moodboard, Color
Creative Direction 8

The deep red and burnt orange along with the vibrant
green and calming gray are used to
signify the colors of a beet while also
giving off a rustic lively vibe to the brand itself.
Weathered wooden floors and white tile walls allow
for a timeless look yet keep the store looking clean.
Moodboard 9
 Hex Code: 69BE58
Color

RGB: 105, 190, 88

CMYK: 62, 0, 88, 0
Pantone: 360 C

50% Opacity
Hex Code: 8D1F5D
RGB: 141, 31, 93
CMYK: 42, 100, 37, 15
Pantone: 7649 C

Hex Code: AC989E

RGB: 172, 152, 158
CMYK: 35, 39, 31, 0
Pantone: 436 C

Hex Code: C76028

RGB: 199, 96, 40
CMYK: 17, 73, 100, 5
Pantone: 7583 C

Hex Code: 45112f

RGB: 69, 17, 47
CMYK: 56, 93, 51, 59
Pantone: 7645 C
10
 Identity
Logos, Social, Design Sample
Logos 12

vegeta bles

Wordmark Icon

U p B e e t

vegeta bles
veg l e s
eta b
Combination Specialty
Social 13

For Favicon or
Social Media Icon
Design Sample 14
 Support
Typography, Type Sample, Business Card, Pamphlet,
Web Hompage, Social
Typography 16

Organic Teabags
Sample: Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz0123456789

Neon 80s
Sample: Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz0123456789

Vintage Avalanche
Sample: Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz0123456789
Type Sample 17

Organic Teabags
Leading: 0
Spacing: 94
LO G O LO G O LO G O

Neon 80s HEADLINE OR TITLE

Leading: 0

Vintage Avalanche body text body text body text

Leading: 0
Business Card 18
Pamphlet 19
Web Homepage 20
Social 21

Profile Post Story Sample Mock-Up

Prepared by: Adrianna Tedeschi

upbeet.com
@upbeet