Style Guide.

Transcription

1 Style Guide

2 INTRODUCTION The English Cream Tea Company evokes the very Best of British with the great tradition of afternoon tea. Delicious treats are combined with authentic English style, elegant etiquette and courteous service. WHAT WE DO We offer the best of British in terms of brand, product, taste and advice on etiquette and manners. Our range of quality freshly prepared, foods and gifts, including traditional afternoon tea and English cream tea, create delicious and memorable shared experiences that leave people feeling charmed and indulged. JANE MALYON Heading the company is Jane Malyon who has had a lifelong passion for this wonderful custom. Jane is the company figurehead and has made many media appearances including BBC Television. She is as an expert on English manners and communication skills. ime fortea

3 ORIGINS In Spring 2011, Jane Malyon met an elderly lady who was saddened because she was now too frail to make her annual trip to the Savoy Hotel in London for the British ritual of taking elegant afternoon tea. It sparked the idea that perhaps the afternoon tea could go to her instead. Our research confirmed that there was a clear gap in the market - and The English Cream Tea Company was formed to create indulgent and premium hampers of afternoon tea and English picnics, delivering a fresh take on tradition, countrywide. In the Beginning

4 BRAND VALUES 0c E 32 FR FR A w O FR A 6c 18 NE O N NT O N PA I O w A N TO YOUR DOOR w. en glishcreamtea.c o TO YOUR DOOR w. m w w en glishcreamtea.c o TO YOUR DOOR w. m w mte AD INDULGENT HAMPER BOXES DELIVERED INDULGENT HAMPER BOXES DELIVERED uide eg Styl P u re C o t t o n ON TR I INDULGENT HAMPER BOXES DELIVERED w E TA K TI H H TI ES TI ES E ON TR AD TA K H I E ON TR AD TA K ES m TON PAN en glishcreamtea.c o P u re C o t t o n OV E N G LOV E a.co m CHEgliFs hscreaa PRO N 2 Pu re l i n e n w n ww.e TEA TOW E L S Earl Grey Ebony Ceylon Afternoon Tea English Breakfast L OOSE L EA F TEA SEL ECTION wit h STA INL ESS STEEL STRA INER Pink Ceylon

5 Brand Elements

6 OUR LOGO Our logo is used on all our products, print, packaging and website. There are two versions, the use of which is dependent on application and dimensions. WHICH LOGO? LOGO 1 is used primarily for packaging where the logo needs to fit a more portrait dimension and where logo 2 would be too small. LOGO 2 is used primarily for print and packaging where there is a larger area for the logo. No element of the logo may be used on its own. COLOUR The primary colourway is PANTONE Cool Grey 9 (or equivalent CMYK or 70% black) on white for all print where a white background is preferable. The logo can also be white reversed out of a solid colour background and is often reversed out of the red background for impact. The logo may also be reproduced, in another colour when it will complement a particular pack design or product. It is, however, still important to follow the guidelines with regard to size, background and format. LOGO 1 LOGO 2 RED BACKGROUND Pantone 186c

7 OUR LOGO - Variations EXAMPLE A There are also bolder crown versions of our logos. These are used for print techniques or very small sizes where fine detail may be lost. See example A - our outer chill box. Minimum size for Logo 1 is 25mm wide Minimum size for Logo 2 is 40mm wide OUR LOGO - Strapline Our strapline DELIVERING A FRESH TAKE ON TRADITION is always used under version 2 of the logo in the position shown on the previous page unless it is replaced with a heading. See example B EXAMPLE B EXAMPLE C A FRESH TAKE ON TRADITION A shortened version A FRESH TAKE ON TRADITION can be used as a stand alone element where the full strapline would be too small or long to fit the design. Care should be taken to ensure typographic balance is achieved so that the English Cream Tea Company logo is always the more dominant. See example C INDULGENT HAMPER BOXES DELIVERED TO YOUR DOOR

8 OUR LOGO - Do nots Never redraw or recreate any part of the logo. Always use the appropriate master logo artwork. Here are a few examples of what should be avoided. This applies to both logo versions 1 and Do not distort or expand 2. Do not change letter-spacing Do not change the typeface 4. Do not use the strapline directly under logo 1 5. Do not use logo crown on its own THE ENGLISH CREAM TEA COMPANY 6. Do not reorganise the elements 7. Do not use more than one colour 8. Do not use a dark logo on a dark backround Do not use the logo on busy areas of images THE ENGLISH CREAM TEA COMPANY

9 THE ROW OF HOUSES Our row of houses is used on our website, in print and on some of our packaging. Initially created for our outer boxes, in order to ensure that they were kept the right way up, it has become an integral part of our brand. The delivery man represents our brand values - tradition, handled with care, sharing and gift giving. COLOUR OPTIONS - Print A ( Pantone Cool Grey 4c) This is the preferred option for all print and web. B ( Pantone Cool Grey 9c) This colour may be more appropriate for packaging where a stronger image is required. C (100% Black) Is used on our outer chill boxes to make the boxes more noticeable from a distance. A B C Our row of houses is sometimes adapted to fit different dimensions. Please contact jane@englishcreamtea.com if you require a specific artwork dimension.

10 THE RED BOW The red bow is used to tie our hampers (A). It is also used on our printed items and our website, either diagonally across the top right hand corner (B) or centrally across the page (C). A B C DROP SHADOW When the red bow is reproduced in print a 50% black drop shadow creates a three-dimentional effect (D). D E OTHER COLOURS Alternative complimentary coloured bows are used with our themed hampers (E).

11 Colours

12 COLOURS REFERENCES - Print The majority of our promotional print has a white background with the logo printed PANTONE Cool Grey 9 (or equivalent CMYK/RGB). The logo can also be white reversed out of a dark background. PANTONE 186c PANTONE PANTONE WHITE 100 % BLACK 100 % Cool Grey 9c Cool Grey 4c PANTONE 187c CMYK 2/100/82/0 RGB 207/10/44 CMYK 30/23/17/58 RGB 119/119/122 CMYK 12/8/8/23 RGB 189/187/187 Logo 1 Logo 2 (Reversed out of colour background) Logo 1 Logo 2 Row of Houses (Always shown on a white background Outer packaging only) Logo 1 Logo 2 (Only used for logo and keyline on brown cardboard box packaging as a one colour print option) Background only % BLACK 70% % BLACK 25%

13 COLOURS REFERENCES - Packaging Our packaging colours are chosen to compliment each other when used together in our hampers. Our primary packaging colours are Red (Pantone186c) and Turquoise is our accent colour ( Pantone 320c) Our other colours are used to identify particular products and themes. See lists below the colour swatches. We will add further complimentary colours as new products are developed. See following page for new colours PANTONE 186c PANTONE 320c PANTONE 7544c PANTONE 152c PANTONE 1915c PANTONE 228c CMYK 2/100/82/0 CMYK 100/0/30/2 CMYK 34/14/11/32 CMYK 0/68/100/0 CMYK 0/76/21/0 CMYK 16/100/11/43 RGB 207/10/34 RGB 0/153/168 RGB 119/134/146 RGB 234/114/0 RGB 246/75/127 RGB 142/11/86 Afternoon Tea English Breakfast Tea Earl Grey Tea Orange Pekoe Tea Orange Curd Choc & Orange Brownie Pink Ceylon Tea Passionfruit Curd Ebony Chai Tea Mulberry Jam Apple Mincemeat Smoked Salmon Paté

14 COLOURS REFERENCES - Packaging Further complimentary colours PANTONE 483c PANTONE 124c CMYK 21/80/81/72 CMYK 0/32/100/0 RGB 104/47/36 RGB 237/170/0 Chocolate Brownie Lemon Curd

15 Fonts

16 FONTS - Gill Sans Family We always use this font as our standard typeface. Other complimentary fonts may be used to represent a particular product, e.g. our hamper tags, however these fonts must only be used as titles or accents headings. All other copy must be Gill Sans with Gill Sans Light as the preferred weight for text. Where possible open letter-spacing is used to create a traditional feel. Gill Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ILL SANS

17 FONTS - Decorative Fonts Bickham Script Pro is the preferred decorative font for a title heading or complimentary text. Bickham Script Pro - Regular ABC DEF G HIJKLM N OPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz ickham

18 Packaging

19 PACKAGING Our packaging reflects the essence of our brand. As the company has grown the needs for different products and methods of delivery have created the need for several different packaging options. Currently, our core hamper range is packaged in traditional brown carboard boxes with windows in the top to show off the products. Our teas and gifts are packaging in tins of varying sizes. Now that we are moving into new merchandising areas there is an opportunity to develop new and exciting branded packaging suitable for retail. The following pages give guidance for using our brand properties. The brand elements and colours provide a flexible toolbox with which to create attractive products and packaging. Our products are premium, and our packaging should always reflect this. Care should be taken not only with the design but with the quality of the printing, manufacture and materials used. All our packaging must include: Our Logo Our website address Our company address All legal copy requirements When packaging food products, a list of contents, ingredients, storage instuctions and warnings must be included. Please check for any changes or additions as legal requirements on food labelling are subject to change.

20 PACKAGING - Labels Adhesive labels are used to seal our products. The default colour is red (Pantone 186) with all graphics reversed out of white. The diameter is 64mm. Width of Label 64mm 1pt Keyline 3mm from edge The labels can be printed in other colours to compliment other packaging options. A FRESH TAKE ON TRADITION INDULGENT HAMPER BOXES DELIVERED TO YOUR DOOR Logo 1 (52mm wide) NOT TO SCALE A FRESH TAKE ON TRADITION A FRESH TAKE ON TRADITION A FRESH TAKE ON TRADITION A FRESH TAKE ON TRADITION A FRESH TAKE ON TRADITION INDULGENT HAMPER BOXES DELIVERED INDULGENT HAMPER BOXES DELIVERED INDULGENT HAMPER BOXES DELIVERED INDULGENT HAMPER BOXES DELIVERED INDULGENT HAMPER BOXES DELIVERED TO YOUR DOOR TO YOUR DOOR TO YOUR DOOR TO YOUR DOOR TO YOUR DOOR

21 PACKAGING - Tags Our standard tags are red (Pantone 186) with all graphics reversed out of white. Other colours can be used to compliment the product. Logo 1 to front (43mm wide) Keyline 1pt 3mm from edge Logo 2 to reverse (43 mm wide) The dimensions for all our tags are 85mm x 55mm. The keyline is 1pt thick and sits 3mm inside the edge of the card. The logo is 43mm wide. DELICIOUS HOMEMADE FAYRE Here at the English Cream Tea Company we hope you love the wonderful English tradition of Afternoon Tea and scones as much as we do. 85mm The reverse of the tag carries product information, storage instructions and point of interest. DELIVERING A FRESH TAKE w w w.englishcreamtea.com ON TRADITION Your English Cream Tea is best eaten on the day of delivery. Please keep the cream (and sandwiches if included) cool, though you might like to gently oven-warm your scones before eating them. If not eaten immediately, store any remaining cakes/scones in airtight containers and refrigerate cream or sandwiches. Consume within 24 hours. For any queries about ingredients, please call or sconegnome@englishcreamtea.com NOT TO SCALE Bramley House, Chelmsford Road, White Roding, Dunmow, Essex CM6 1RF DELICIOUS HOMEMADE FAYRE DELICIOUS HOMEMADE FAYRE DELICIOUS HOMEMADE FAYRE DELICIOUS HOMEMADE FAYRE DELICIOUS HOMEMADE FAYRE DELIVERING A FRESH TAKE ON TRADITION w w w.englishcreamtea.com DELIVERING A FRESH TAKE ON TRADITION w w w.englishcreamtea.com DELIVERING A FRESH TAKE w w w.englishcreamtea.com ON TRADITION DELIVERING A FRESH TAKE ON TRADITION w w w.englishcreamtea.com DELIVERING A FRESH TAKE ON TRADITION w w w.englishcreamtea.com

22 PACKAGING - Teas and Preserves Our range of loose-leaf teas are packaged in miniature tins and other bespoke options. The teas are added to our hamper and gifts. The tins are not printed but each tin has a colour coded label specifically for each blend. This colour coding follows through onto our miniature preserve jars too. Passionfruit Curd Orange Curd Apple Mincemeat Earl Grey Ebony Ceylon Afternoon Tea English Breakfast Pink Ceylon Afternoon Tea Orange Pekoe Ebony Chai Christmas Blend

23 C AD E FAY R E The use of our other colours can also be used to compliment our our teas and preserves (C) in special edition gifts. For example Christmas or Valentines Day. E K am hc O ng lis Ebony Chai Christmas Blend Apple Mincemeat B AD E FAY R E E K am re IN G TR A FR A D IT ESH IO TA N O hc N ER IV EL D w w w. e t ea.c o m EM D E L IC I O U S H O M There may also be other oppotunities to create merchandise using this style of packaging. re IN G TR A FR A D IT ESH IO TA N ER IV EL D w w w. e t ea.c o m EM D E L IC I O U S H O M Whilst our default colour is red (A) turquoise is our complimentary colour (B). N PACKAGING - Using our colours ng lis Pink Ceylon A Afternoon Tea Orange Pekoe Orange Curd E K am re IN G TR A FR A D IT ESH IO TA N O ER IV EL D w w w. e t ea.c o m E FAY R E hc AD N EM D E L IC I O U S H O M Passionfruit Curd ng lis

24 PACKAGING - Using the Row of Houses A The row of houses can be used on our packaging. Always use the row of houses in a darker colour on a white background. Use either our corporate colours of grey, red and white with red ribbon (A) or one of our other brand colours where the merchandise would be enhanced by a complimentary colour. For example kitchen gifts, china etc.(b). Please do not redraw the houses, always use master houses artwork provided. B

25 PACKAGING - Suggestions Pu re Co t t o n OVEN G LOVE P u re C ot t on C HE F S AP RO N 2 P u re lin en T E A TOW E L S Pu re l i n en E mb ro i dered TA B L EC L OT H Time fortea Pink Ceylon LO O SE LE AF T E A SE LE CT I O N w i t h S TA I N L E S S S T E E L S T R A I N E R UM H MI D LEA KE _ D PIC AN D LEA KE UM H MI _ D PIC AN D LEA KE _ D PIC AN UM H MI English Breakfast S PRE VE Ebony Ceylon Afternoon Tea S PRE VE Earl Grey S PRE VE Ebony Chai Christmas Blend T EA B AGS English Breakfast Ebony Ceylon Afternoon Tea T EA B AGS T EA B AGS

26 LEGAL This information is provided to ensure that the Intellectual Property of the English Cream Tea Company Limited (the Company) is protected at all times. 1. The notice at the foot of these instructions (NOTICE) must be permanently affixed to all product packaging and promotional material at a clearly legible size (though it should not obscure or interfere with the text or artwork it refers to). If the product has multiple pieces the NOTICE should appear on the packaging and on each piece contained within. 2. The approval of the Company to the placing and format of the NOTICE, and the final overall design should be sought and obtained using the appropriate documentation and in accordance with the process laid out in the approval part of the licensee contract before any products or packaging can be put into production. 3. Each time a logo is used, a must also be printed alongside in the position shown in this manual. The English Cream Tea Company and the crown logo are the intellectual property and the trade marks of the English Cream Tea Company Limited and all rights are reserved. NOTICE: Copyright Notice The English Cream Tea Company Ltd. All rights are reserved. ime fortea

27 If you have any queries regarding the English Cream Tea Brand Guidelines or require a master artwork please contact: richard@pinkkey.co.uk carol@frenchcreative.co.uk or jane@englishcreamtea.com ECT Style Guide 2014