brand book version 1.0 2019 - olivier mermet€¦ · moodboard beetribe sign oolkit this moodboard...

Brand BookVersion 1.02019ContentsBrand StatementBrand MissionBrnd PurposeBrand visionBrand IdeaBrand BehaviorBrand Guidelines

INTRODUCTION

honestbee is Asia’s fastest growing food service powered by community and technology.

BRAND STATEMENTThis is who we are

INTRODUCTION

Our mission is to make great food experiences accessible to everyone

BRAND MISSIONThis is what we do

INTRODUCTION

Because we believe in the power of food to create great experiences,

our brand purpose is:

BRAND PURPOSEThis is the driving force behind what we do

to make life moments better through food.

INTRODUCTION

We make life moments better for partners by...

...being a reliable partner that bridges them to their customers so they can grow their business. As a reliable partner, we make sure that as we succeed, they succeed too.

BRAND IDEA

INTRODUCTION

We make life moments better for employees by...

...being a trusted family who empowers them to be their best selves.

BRAND IDEA

MESSAGING STRATEGY

INTRODUCTION

MISSION

PURPOSE:

IDEA:

FEELING:

CAMPAIGN SET UP

AudienceCampaignKey messageProduct

Make life moments better through food

Make great food experiences accessible to everyone

Live honestly

Excited, inspired, understood, supported

USERS PARTNERS/BEES EMPLOYEES

Campaign Concept Campaign Concept Campaign Concept

Campaign key message

BENEFIT 1 RTB 1

RTB 2

RTB 3

RTB 4

RTB 1

RTB 2

RTB 3

RTB 4

RTB 1

RTB 2

RTB 3

RTB 4

BENEFIT 2

BENEFIT 3

BENEFIT 4

BENEFIT 1

BENEFIT 2

BENEFIT 3

BENEFIT 4

BENEFIT 1

BENEFIT 2

BENEFIT 3

BENEFIT 4

Campaign key message Campaign key message

BENEFITS BENEFITS BENEFITSREASONS TO BELIEVE REASONS TO BELIEVE REASONS TO BELIEVE

INTRODUCTION

Here are 4 brand behaviour must-haves for all our communications from campaigns to tactical:

1. We are fun2. We are passionate3. We are caring and human4. We are optimistic

BRAND BEHAVIORThis is how we walk

INTRODUCTION

BRAND GUIDELINESThe following pages are a compilation of the core brand guidelines.

Celebration

Paiseh Piece

Community

Comfort Care

Curiosity

MOODBOARD BEETRIBE DESIGN TOOLKIT

This moodboard encapsulates our 5 food moments inspired by Asian culture, pop culture and food culture present across the region. This is the overall mood and tone of our look and feel. In the end we want people to feel inspired and excited not just by food but the experiences that surround it.

Full Logo

Iconography

Photography

Typography

Colour Palette

We regularly useWalshiem Pro Regular.At times Light.And a bit of Bold.Walshiem ProLight

Walshiem ProRegular

Walshiem ProMedium

Walshiem ProBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ(.,:;?!&@) 1234567890abcdefghijklmnopqrstuvwxyz




01

OVERVIEW HONESTBEE BRAND GUIDELINES V1.0

02

VOICE STYLE GUIDE BEETRIBE DESIGN TOOLKIT

Emoji & Emoticons

Emoticons can be used in a text only format (for example, some customer service emails).Social media is dominated by Emoji but they can also be used in product content (for example, order tracking or order confirmation). When appropriate, we like using both.

Emoji and Emoticons can transform a regular experience into a more pleasurable, quirky one.

:) Emoticon Emoji

We like to give our content local flavour. We just need to remember that English content in countries where English is not the first language is often consumed by expats. So we don’t want to go overboard.

When creating phrases or terms that will be used across cities (like a tagline) make sure it can be translated.

Internationalisation & Localisation

Super Shiok Deals

Most of our communications are created at our Singapore HQ. Unless a country has a majority of American English speakers, we use British English in our regional offices.

British English American English• Singapore• Hong Kong• Malaysia• Japan

• Philippines• Thailand• Taiwan• Indonesia

If we’re writing a press release or a long document, we spell out numbers from one to nine and use numerals for 10 and onwards.

We can use 1–9 for an EDM or a web banner, if this will make our message clearer and easier to understand. We use an en-dash to write time.

Time Format

Currency

Wednesday, 28 September 201828 Sep 2018

Delivery time slots Singapore, Malaysia, Philippines, Indonesia, Japan• 10–11 a.m.• 10 a.m to 11 p.m.• 10:10–10:50 a.m.• 10:10 am. to 10:50 p.m.

Thailand, Hong Kong, Taiwan• 10:00–11:00• 10:00–23:00• 10:10–10:50• 10:10–22:50

Selected delivery time slotsDay, Date Month (abbreviated), time slotE.g., Tuesday, 28 Jul, 4–5 p.m.

Ordered onOrdered on Date Month (abbreviated), Year, TimeE.g., Ordered on 28 Jul, 2016, 4 p.m.

Push notificationDate Month (abbreviated) between time slotE.g., Your order from FairPrice will be at your door- step on 9 Nov, between 1–2 p.m.

If a currency has a symbol, we use the symbol, e.g., ¥, W. For dollar currencies we use $. The goal is to make prices easy to read.

Singapore $100Hong Kong $100Taiwan $100Malaysia RM100Philippines P100Thailand B100Indonesia Rp100Japan ¥100

DESIGN STYLE GUIDE

Alternative Logo/ Logomark

What not to do:

Full Logo: https://drive.google.com/open?id=1XNwI_mrAQnLxDIRjDEPyVzi0-vMS2GSi

Inversed

BEETRIBE DESIGN TOOLKIT

03

5. Do not rescale or reposition the logo

1. Do not changethe color

2. Do not distortthe logo

3. Do not decoratethe bee

4. Do not change the typeface

Communication Typography & Fonts

04

Headline looks like thisThis is what a subhead looks likeLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ut aliquip ex ea consequat.

h1

h2

body

Walshiem Pro Regular (Body)ABCDEFGHIJKLMNOPQRSTU-VWXYZ (.,:;?!&@) 1234567890abcdefghijklmnopqrstuvwxyz

Walshiem Pro LightABCDEFGHIJKLMNOPQRSTU-VWXYZ (.,:;?!&@) 1234567890abcdefghijklmnopqrstuvwxyz

Walshiem Pro Medium (h2)ABCDEFGHIJKLMNOPQRSTU-VWXYZ (.,:;?!&@) 1234567890abcdefghijklmnopqrstuvwxyz

Walshiem Pro Bold (h1)ABCDEFGHIJKLMNOPQRSTU-VWXYZ (.,:;?!&@) 1234567890abcdefghijklmnopqrstuvwxyz

TYPEFACES

PARAGRAPH STYLES

We use Walshiem Pro Bold at optical kerning 0 for headlines (h1). Walshiem Pro Medium at optical kerning 0 for subheads (h2) and WalshiemPro Regular at optical kerning 0 for body copies. We use Walshiem Pro Light occasionally for print.

BEETRIBE DESIGN TOOLKIT

Life moments made better with honestbee

https://drive.google.com/open?id=1jhcVwJG0VX-qLZMQ7e78X43twi11n3TgW

DESIGN STYLE GUIDE

HONESTBEE BRAND GUIDELINES V1.0

02

Graphic Elements

Stroke outline and colourful flats are characteristics of our illustration style, which sets us apart from our competitors. It brings something special and asian to the visuals we create and links back to our symbol/bee.

ICONOGRAPHY

ILLUSTRATION STYLE/ BUTTONS/ VISUALS

We can create more bee characters in the same style as the symbol, only if it is not in the context of a logo. The position of the facial features have to be the same as the bee logo.

SYMBOL

NOT SO GOODGOOD

Do not decorate or redraw the bee in the logo. Always use the same bee face. Do not misalign the flat colors behind the symbol or remove the colours. All illustrations should follow the style of stroke outlines & flat colours.

SYMBOL

Do not use uppercase with shadow or misaligned fill colours for headers conventionally. Headers should follow style guide unless for the needs of special campaigns.

UP TO 26% OFF YOUR FAVORITE BRANDS

DESIGN STYLE GUIDE


02

Photography - Light tonesColor Palette

PRIMARY COLOURS

SECONDARY COLOURS

At a glance, we are primarily yellow, black and white. The brighter colours in our secondary palette enable us to communicate with energy and optimism, but they must be used sparingly.

Food is best when shared. Our photography celebrates great food experiences, from preparing to eating together. We also focus on the details to make sure we get that mouthwatering shot full of colour and texture. We pay attention to white spaces to make sure the overall picture is not cluttered and heavy.

1. Flat lay with hands to show thehuman touch

3. Close up of food beingconsumed

2. Food in context, with itemsaround it .

4. Food as hero, with blurredbackground that tells a story

It is advisable not to use dark colored background as our color palette is overall light and happy hues. Strive to feature food in motion or being enjoyed, avoid static shots.

#FFCB00R255 G203 B0

C0 M19 Y100 K0PMS 115 U

PMS 1225 C

#41B653 #F36E4A #5DB8E3 #9485BF

#000000R0 G0 B0

C0 M0 Y0 K100

#FFFFFFR255 G255 B255

C0 M0 Y0 K0

#F2F2F2R241 G242 B242

C0 M0 Y0 K5

DESIGN STYLE GUIDE

NOT SO GOOD

1440 x 250

1024 x 250

768 x 320

1080 x 563

750 x 391

480 x 250

HOME BANNERS (SKU DRIVEN)

40%margin margin60%

1

2

3

4

04

1. Use visual in our illustration style to sort complex information.2. Use h1 (Walshiem Pro Bold) as a header in sentence case because the type characteristics are

more obvious in lowercase characters.3. Use Walshiem Pro Regular for body copy below header.4. Intergrate visuals and avoid using a holding shape. Keep copy to image ratio at 40:60.

Note: No CTA buttons on homebanners


Home Banner

TEMPLATES

1440 x 250

1024 x 250

768 x 320

1080 x 563

750 x 391

480 x 250

1. Copy should be no longer than 10 words. Use h1 (Walshiem Pro Bold) as a header.2. Make sure that the copy is sitting on clear space so that it can be clearly visible.

Note: No CTA buttons on homebanners

HOME BANNERS (TACTICAL)

margin margin

1

2

04


Home Banner

TEMPLATES

05

1. Copy should be short (less than 25 words)2. It is ideal to have white for the bottom of the visual so that the banner

can be integrated into the body copy below.

Note: EDM has to be mobile first. Always check readibility on mobile.

EDM BANNERS

1

2

1200 x 800

Ratio 1:1

600 x 400


Product to be featured against white

background only

margin

margin

EDM

TEMPLATES

05

1. Logo should always sit in the center of the top bar2. Always have a header image that eye-catching. Copy should

not be more than 25 words3. It is advisable to have white at the bottom of the visual so as to

integrate the header with the body text below.4. Use GT Walshiem Regular at 44px, optical kerning for body5. CTA button must be 80px in height as per template.



1

2

3

4

5

EDM (Width 1200px)

TEMPLATES

05

1. Text is always left aligned. Pay attention to type hierachy.2. Promo code styling must always be black outline with white fill. Code

must always be bold and uppercase.


EDM PROMOTIONAL BANNERS

1200 x 300

1

2


margin

EDM

TEMPLATES

1. Keep the text center aligned & make sure it is at least24pt in order to be readible.

2. CTA button must be 80px in height as per template.3. Space around the CTA button must not be cluttered.4. No CTA button on banner only visual

In App Pop Up

05

3

2

1

margin


Full Format: 580 x 580

Banner Only: 580 x 200

4

SHOP NOW

margin

TEMPLATES

05

1. Keep the header/copy center aligned & make sure it is atleast 24pt in order to be readible.

Note: No CTA buttons on newsfeed banners.

1


Newsfeed Banner

margin

TEMPLATES

05

1. Keep logo size consistent as per template2. Keep headlines short (5-10 words), big and prominent.3. Include the app store and google play icons at all times.

Note: No CTA buttons on all bus stop ads.

1

1

2

Bus Stop Ad

TEMPLATES

brand book version 1.0 2019 - olivier mermet€¦ · moodboard beetribe sign oolkit this moodboard...

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