BRAND GUIDELINESHALEY LUDEN

OVERVIEW

MISSION

To become the leader in creating and selling

high quality specialty teas and products that

enhance the tea drinking experience.

VISION

To continue the 5000 year old tea tradition. A

company for the 21st century and beyond.

COMPETITORS

Lipton

Tazo

Tea India

Teavana

The Republic of Tea

Starbucks

VALUES

We believe in:

- Creating top quality products with 100%

natural ingredients that are healthy and great

tasting

- Providing excellent value and competitive

prices in the marketplace

- Keeping our products exciting; delighting our

customers and consumers

- Fostering team spirit and building an

environment which is a rewarding and

enjoyable place to work

- High ethical standards, integrity and fairness

in all our dealings with suppliers, customers,

and employees

OVERVIEW DEMOGRAPHIC

Stephanie

Age: 32

Status: Married

Occupation: Stay-at-home mom

Kids: 2, ages 5 and 2

Household Income: $70,000

Stephanie and her husband met in college in Econ 101.

They bonded over their love for fitness and got married

shortly after graduating. Her husband works a grueling

sales job at an office supply company while she is a full

time stay-at-home mom for their two young children.

Since having kids, Stephanie hasn’t had much time for

herself, but with her oldest child having just started

kindergarten, she has committed her extra time to

resuming a healthier lifestyle full of daily yoga with her

girlfriends and jogs around the neighborhood while her

mother-in-law watches her toddler. She and her husband

love traveling during his time off and spend most of his

yearly bonus on luxurious tropical resort stays.

OVERVIEW

STRATEGIC TARGET BRAND ASSETSBRAND PROMISE

KEY INSIGHT BRAND VALUES

REASONS TO BELIEVE

KEY BENEFIT BRAND PERSONALITY

Casual tea drinkers

Non-tea drinkers with

interest in health benefits

Logo (compass)

Main colors: purple, gold,

black

Travel within every cup

Wide range of flavors

Lines of tea sorted by

geographical region

Affordable exoticism Healthy, great tasting,

affordable, ethical

Connection to other cultures Casual, approachable,

worldly

BRAND ARCHITECTURE

IDENTITY SYSTEM LOGO OVERVIEW

KEY MARK WORDMARK

LOGO LOCKUP (COMPACT) LOGO LOCKUP (FULL) LOGO LOCKUP (VARIATION)

The Stash Tea Company logo has two elements: the key mark

and the wordmark. Together the two form the logo lockup.

The compact logo lockup is the preferred version of the logo,

followed by the key mark, which should only be used after

the logo lockup has been introduced. The full logo lockup

should be reserved for formal settings (ex. business card and

letterhead), premium products, and interactions with the

company itself. The single key variation of the logo lockup may

be used in place of the full logo lockup for a less formal feel.

The wordmark should never be used on its own.

IDENTITY SYSTEM CLEARSPACE + SIZE

As a general rule, the size of the key’s head is the

appropriate distance between the logo and other

main elements such as copy. An exception to this is

the key mark within a circle, in which case the logo

should have clearspace larger than the key’s teeth

around the outside of the circle.

In the case of small spaces, the full or variation

logo lockup should be used for optimum

readability. The logo should never appear smaller

than 1/4th inch tall.

IDENTITY SYSTEM INCORRECT USAGE

The logo should never be stretched, cropped, or

rotated in any way.

The key mark should always stand alone or be

placed inside a circle, but never any other shape.

The wordmark should not be recreated or retyped.

Altering the proportions of the key mark to the

wordmark should be avoided whenever possible,

but slight changes may be made to increase

readability.

STASH

IDENTITY SYSTEM TYPOGRAPHY / COLOR

Archer Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Archer Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Goudy Old Style Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Goudy Old Style Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

PRIMARY COLOR SCHEME

SECONDARY COLORS

Black

C:0 M:0 Y:0 K:100

R:0 G:0 B:0

Moroccan Mint

C:80 M:10 Y:45 K:0

R:0 G:167 B:157

Chai

C:25 M:25 Y:40 K:0

R:194 G:181 B:155

Cinnamon Vanilla

C:0 M:36 Y:71 K:0

R:250 G:175 B:93

White

C:0 M:0 Y:0 K:0

R:255 G:255 B:255

Mocha

C:50 M:60 Y:70 K:50

R:84 G:65 B:52

Each flavor is assigned its own color for packaging. Examples:

IDENTITY SYSTEM SUPPORTING ELEMENTS

KEYS STAMP / BRUSH STROKE

IDENTITY SYSTEM PHOTOGRAPHY

IDENTITY SYSTEM APPLICATION

IDENTITY SYSTEM APPLICATION

IDENTITY SYSTEM APPLICATION

IDENTITY SYSTEM APPLICATION

IDENTITY SYSTEM APPLICATION