Spare SomeThyme

Brand Identity Book

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7

Brand IdentIty Book

8

Table of Contents

taBle oF ContentS

Profile 7

Identity 9

Business system 25

Interior, Merchandise, Environmental Graphics 33

Digital Application 55

Process 61

9

ProFIle

The customers for this specialty shop are all aged adults who are interested in trying original as well as well–known spices and herbs. These people have a curiosity in exploring different spices from all cultures of the world. Most of these customers are middle–aged women who enjoy cooking and use spices in every meal. Another group of customers are young people who are interested in cooking and are starting to live on their own for the very first time.

The location is in five different cities in three states, Saugatuck, Grand Rapids, and Ann Arbor, Michigan, Breckenridge, Colorado and Temecula, California. All of these cities are known for their wide range of specialty shops and engaging original products. This store will give a modern view to spices to entice the younger generation, yet still give off the cultural feeling of where the spices originated.

The store will contain 450 varieties of exotic spices, blends, herbs and teas. They will offer spice racks and related accessories. All of these spices will be on shelves so you can see the large arrange of colors of all the spices. The labels on the bottles and bags will also be very clean and easy to read. The workers will be very helpful in assisting to spices that fit what the customer wants and needs.

Employees will enjoy working with the customer to create their own custom selection. The colors will resemble all the different spices and herbs. They will also be cooking at the stores mini kitchen.

When customers arrive at this shop they will receive a whole experience. This will involve being introduced to spices that many people have never heard of and learning where they originated and what foods they can be used in. There is also a section on eating better, and how to “spice” up healthy foods. They can view an employee cooking and using different spices and herbs. This way they can learn about them and also taste them.

The website and applications online will be beneficial for customers. It will be easy to navigate and easy to order the products. The viewer will also be able to view recipes under the spices available. This way they can experience the type of spices in many different manners. These applications will also benefit the younger generation who are inexperienced in cooking, but good with online applications.

The goal is to inform all the customers about all types of spices and herbs and their culture, while also getting people to try new and innovative recipes.

Profile

10

IdentItyPrimary Mark .................................................10

Secondary Mark ............................................11

Clear Space Requirements ............................12

Sizing Restrictions .........................................12

Unacceptable Treatments .............................13

Primary Color .................................................14

Black/White Reproduction ............................15

Secondary Color ............................................16–17

Unacceptable Color Treatment ......................18

Avatar ............................................................ 19

Primary Typeface ...........................................20

Secondary Typeface ......................................21

Patterns ......................................................... 22

Paper Specifications .....................................23

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12

PrImary mark

This is the primary mark for Spare Some Thyme. This mark is used for the majority of applications until the identity needs to be executed in a horizontal space or in a small constricted area while still being legible (see page 8). The primary mark is used in all the stationery system pieces, receipts, bags, and environmental graphics.

Identity

13

SeCondary mark

This is the secondary mark for Spare Some Thyme. This mark is used only in horizontal applications and not when the primary mark can be used legibly and fit the size where it’s being presented. The secondary mark is executed in applications such as gift cards, pencils, and other merchandise.

Identity

14

Clear SPaCe requIrementS

The clear space requirements must be followed in order for the primary mark to be eligible and appear clean and efficient. The letter x represents a visual spacial reference, which here is depicted by the height of the words spare some.

There should always be an approximate of 5x around the outside of the identity to secure the readability and design.

The space required between the words spare some and thyme is as shown, and is needed to differentiate the two words.

In the secondary mark the letter x is depicted by the height of the horizontal identity itself. There should always be an approximate of 2x around the outside of the entire mark. In between the three separate words the space (kerning) is slightly different for visual symmetry.

SIZInG reStrICtIonS

The primary mark is used most often, however, when it becomes a certain size the horizontal secondary mark must be used to create clear legibility. These size restrictions must be followed so the identity does not appear to small to read on different applications.

Identity

2x

1/4x 1/5x

3.5x5x

1/5x

x

1/10x

minimum size .35" in.

minimum size .10" in.

x

15

unaCCePtaBle treatment

These are different examples of how the mark should not be treated. These examples are straightforward, however, exhibit the general idea of what is not acceptable treatment of the mark.

Distortion Do not distort the mark in any way. Doing this will greatly affect the identity. Refer to the clear space requirements to make sure the “spare some” is in the correct space and the exact size.

CroppeD Do not crop any part of the mark. This will destroy the readability and appearance of the identity and will be less recognizable.

rotation Do not rotate the image on applications. This will greatly affect the readability and the identity’s representation.

Different typefaCe Do not change the typeface of the mark in any sort of way. The mark’s typeface should always appear as specified.

elimination/alteration of y The “y” should never be altered or deleted This simple design makes the identity unique and memorable to the viewer.

SPARE SOME spare some

Identity

16

PrImary Color

The primary color palette is the same for the primary and secondary marks and are the official colors for the entire identity system. These colors have been chosen to best portray the spices and herbs sold at the store. These colors must be used in the stationery system, receipts, bags, labels on jars, and on all environmentals.

PC 387 CMYK 31 31 77 74 RGB 70 64 26 HEX#46401A

PC 7511 CMYK 5 48 93 23 RGB 189 120 36 HEX#BD7824

PC 450 CMYK 43 13 98 62 RGB 73 91 20 HEX#495B14

Identity

17

Identity

BlaCk/whIte reProduCtIon

BlaCk anD white proDuCtion These are the options that can be used on white or light paper when color is not available. Only use these alternatives in needed circumstances.

GraysCale proDuCtionWhen using the grayscale options, the tints are 90% and 60% process black. Always use the 90% tint for the words spare some and for the leaves and flower that create the y. The 60% tint is for the word thyme and the stem.

reverse proDuCtionThese options can be used on black or dark colored paper when color is not available. Only use when needed.

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SeCondary Color

primary markThe secondary color palette is different for the primary and secondary marks. The hues in this secondary palette present more colors of spices and herbs and bring a diverse yet unified look to the brand. The primary colors are used in these secondary choices. These are the only options for the primary mark.

Business CarDs anD Dark paper The only thing that is changed from the primary color mark is the hue on the words, spare some. These are used on the business cards to give an individuality to the employees. If a colored identity is needed, the cream mark must be used.

full Color reproDuCtionsThese are full color reproductions that can be used if needed. If an orange colored logo is needed, PC 152 should not be used, the primary color, PC 7511, must be used. There is no full color in PC 152.

Identity

PC 152 CMYK 0 62 100 0 RGB 245 126 32 HEX#F57E20

PC 398 CMYK 11 4 100 25 RGB 182 175 18 HEX#B6AF12

PC 484 CMYK 8 91 92 33 RGB 160 42 29 HEX#A02A1D

PC 458 CMYK 2 7 58 7 RGB 234 213 125 HEX#EAD57D

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Identity

SeCondary Color

seConDary markThe secondary mark has fewer options than the primary mark does. The color palette is the same except for the orange, PC 152, can be used in this mark. These are the only options that can be used for the secondary mark and are all full color reproductions. On dark paper use PC 458.

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unaCCePtaBle Color treatment

These are different examples of how the primary mark can not be used. These examples exhibit the general idea of what is not acceptable treatment of the mark.

mixeD Colors It is not acceptable to mix the primary or secondary colors within the identity that is not specified. Always use the color treatments provided (pages 14–17).

Different Colors Never use colors that are not specified as a primary or secondary color. All the colors within the color palette were chosen to unify the brand.

non ContrastinG BaCkGrounDs To provide maximum readability always use the mark that contrasts the background most efficiently and doesn’t hide the mark within the background.

patterneD BaCkGrounDs Do not overlay the mark on a pattern or texture. These backgrounds will distract and the mark will get lost or unreadable.

Identity

21

avatar

This is the Spare Some Thyme avatar and is a brand icon used as advertising across different types of digital medias such as television and the intenet.

Identity

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Identity

PrImary tyPoGraPhy

This typeface is the primary typeface for Spare Some Thyme. By having a primary typeface it brings a definite cohesion and consistent design appearance to the store. Below are examples of when the different styles of the typeface can be executed on different applications. The substitute typeface is shown below the primary and can only be used when the primary typeface is unavailable.

Bell GothiC liGht This style should only be used for the minority of applications. Use this if Bell Gothic Bold is not available or both of the typefaces are being used and this style is needed for the body copy as a way to show hierarchy in the application.

Bell GothiC BolD This style is used for the majority of all applications that this typeface is needed. Use this for the names of all employees on the business cards and letterheads. This is used for all headlines, which includes, brochures, the website, the name of the spices on the labels, and other merchandise. This shouldn’t be used for body copy on any applications. If a bolder version is needed use the Black style.

Bell Gohic Lighta b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Franklin Gothic Book RegularA B C D E F G H I j K L M N O P q R S T U v W X Y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Bell Gothic Bold–Primarya B C d e F G h I j k l m n o P q r S t u v w x y Za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Franklin Gothic Medium Regulara b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1 234567890

Black a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 67 8 9 0

Franklin Gothic Demia B C D e f G h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

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SeCondary tyPoGraPhy

This is the secondary typeface for Spare Some Thyme. Its a serif typeface and is used to compliment Bell Gothic and bring a lighter and more friendly feeling to the sharp sans serif typeface. Below are examples of when the different styles of the typeface can be executed on different applications. If a bolder version is needed, use the style specified. The substitute typeface is shown below and can only be used when the primary is unavailable.

itC Century liGhtThis style should only be implemented for all the body copy used. This includes the body copy for the brochures and the letterhead. This typeface should always be used when displaying the address.If a bolder version is needed, use the Book or Bold style that is shown below the primary.

itC Century liGht italiC This style is used for subheads in the brochures and on the website. It is also always used to display the website on the brochures and the business cards. If a bolder version is needed use Bold Italic. Never use the Ultra Italic style.

Identity

ITC Century Light–Primarya b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Baskerville Regulara b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z123456789 0

Bolda b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Baskerville Bolda b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234 56789 0

ITC Century Light Italic–Primarya b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Baskerville Italica b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Bold Italica b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

Baskerville Bold Italica b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z123456789 0

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Identity

PatternS

These are the patterns that were created to differentiate the spices and herbs, while also adding an aesthetic to the identity of the store. The patterns are hand drawn and depict the substance the spices and herbs are produced including fruits, herbs/leaves, roots and bark, seeds, and a blend.

BasiC GuiDelines

These patterns can be cropped, enlarged, and reduced depending on the application.

They must never be altered in design or color to keep the patterns consistent throughout all applications.

Never put the primary or secondary logo directly or partially on the pattern.

Pattern #1 Blends PC 7511

Pattern #2 FruitsPC 484

Pattern #3 Herbs/Leaves PC 398

Pattern #4 Roots/Bark PC 458

Pattern #5 Seeds PC 152

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Identity

PaPer SPeCIFICatIonS

This is a list of paper choices for all of Spare Some Thyme’s paper needs. There are three choices incase one is unavailable and it is needed at an inexpensive price. The first choice is more expensive and is high quality paper that should be ordered first. The second choice is environmental paper. The third choice is two different brands and should only be used if needed. The receipt paper was chosen because it is good for the environment and is uncoated.

Letterhead and Brochure 1

1. Neenah Sundance Bright White 70T 88 Brightness

2. NEENAH Environment PC 100 Natural Smooth 80T

3. Cougar Natural Smooth 80T

Envelope, Business Card, Brochure 2, Labels

1. Neenah Sundance Bright White 80C 88 Brightness

2. NEENAH Environment PC 100 Natural Smooth 80C

3. Mohawk via Smooth Warm White 80C

Receipts

Appleton BPA-free red fiber receipt paper

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27

BuSIneSS SyStemBusiness Cards .............................................. 26–27

Letterhead ..................................................... 28–29

Envelope ........................................................ 30–31

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BuSIneSS CardS

The business cards are designed to give a distinctive and unique aspect to Spare Some Thyme. These business cards were created to not only give the customers the stores information, but also share with them a little piece of the store. The cards themselves are coin envelopes and contain thyme from the store. This will bring a literal sense to the stores name as well as a friendly gesture. The identity along with the employee’s name will display the different colors from the secondary color palette. This is to give options and differentiate employees.

Business System

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Business System

juan rIChardS

2328 main streetsaugatuck, mi 43939(866) 431.2948sparesomethyme.com

3p0 10p0 11p10 18p10

3p11

7p28p2

thyme is one of the oldest herbs and a symbol of courage in ancient greece.

we are happy to spare some thyme with you, as they did so many centuries ago.

13p7 24p4

BuSIneSS CardS

speCifiCations:

Size31⁄2 X 2 when folded

TypefaceBell Gothic Bold Employee’s name in all caps

ITC Century Light Address and body copy

Color

PC 450 Body copy and primary mark

PC 378, 152, 398, 7511, and 484 Primary mark, website address, and the word “thyme” on the back of the card. Only one color can be used for all three and they cannot be mixed.

BasiC GuiDelines

The primary mark should always be used and only in colors specified.

There should always be 1⁄16 inch (3p0) margin from the left of primary mark.

There should always be 3⁄4 inch (3p11) margin from the top of the card.

The body copy on back must start at a left margin of 2 1⁄4 inch (13p7) to prevent flap from covering any of the body copy.

These cards are not exact size

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letterhead

speCifiCations

Size

81⁄2 X 11

Typeface

Bell Gothic Bold Senders name, reciever, and address

ITC Century Light Body copy and website address

Color

PC 450, 378, and 7511Primary mark, names of sender and receiver, and website address.

PC 450 60% tintBody copy

Business System

2328 main st. saugatuck mi (866) 431.2948 sparesomethyme.com

mrs. Felicia Brooks,

here at spare some thyme we greatly appreciate your order and

service. we hope you enjoy the spices we have prepared, for we

dedicate our time to perfecting the blends to send to our valued

customers such as you. when we fi rst opened our doors our goal

was to perserve the culture of spices and introduce our customers

to their ancestral background. through the years we appreciate our

costumers feedback because it helps us in becoming aware of how to

better service you in your future with our products.

if you have any questions or comments on your order or anything else

we would be excited to help you. we would also like to invite you to

check out our new website. the new website provides our customers

with an easier way to order and also has coupons and shows when

we will be having discounts on certain spices.when you become a

member on our website, you will be sent extra discounts and earn

points everytime your order from our store.

once again we thank you for your order and we look forward to

servicing you in the future here at spare some thyme!

sincerely,

Tyra Kennedy

tyra kennedypresident

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letterhead SPeCIFICatIonS For word ProCeSSInG

BasiC GuiDelines

The body copy of the letter should always have a right margin of 3 inches and a left margin of 11⁄2 inches.

The copy should always be flushed left ragged right, but can be justified.

Always use triple spacing between the receiver and the start of the letter. Also use triple line spacing between the sign off and the name of the sender.

Always use double line spacing for the beginning of all new paragraphs.

This format allows for approximately 250 words and should not exceed that amount to prevent untideness.

The letter should be signed from the sender between the sign off and the printed name provided.

The stores information in the footer should be 1 inch from the bottom.

This letterhead is not exact size

Business System

3 in1 in

2 in

33⁄4 in

41⁄4 in

1 in

mark

27⁄8 in

2328 main st. saugatuck mi (866) 431.2948 sparesomethyme.com

mrs. Felicia Brooks,

here at spare some thyme we greatly appreciate your order and

service. we hope you enjoy the spices we have prepared, for we

dedicate our time to perfecting the blends to send to our valued

customers such as you. when we fi rst opened our doors our goal

was to perserve the culture of spices and introduce our customers

to their ancestral background. through the years we appreciate our

costumers feedback because it helps us in becoming aware of how to

better service you in your future with our products.

if you have any questions or comments on your order or anything else

we would be excited to help you. we would also like to invite you to

check out our new website. the new website provides our customers

with an easier way to order and also has coupons and shows when

we will be having discounts on certain spices.when you become a

member on our website, you will be sent extra discounts and earn

points everytime your order from our store.

once again we thank you for your order and we look forward to

servicing you in the future here at spare some thyme!

sincerely,

Tyra Kennedy

tyra kennedypresident

11⁄2 in

varies

32

enveloPe

speCifiCations

Size

41⁄8 X 91⁄2

Typeface

ITC Century Light Mailing address and return address

Color

PC 450, 378, and 7511Primary mark

PC 450 Mailing address, primary mark, leaf

PC 7511Return address

PC 378Leaf on fl ap

Avery Label

Avery Easy Peel Clear Address Labels for Laser Printers 5660® 1 X 25⁄8

Stamp

There are four different types of custom stamps and they must be used. By using a custom stamp it unifies the design of the brand and does not introduce another design that does not correlate.

This envelope is not exact size

Business System

41us

41us

41us

41us

2328 main streetsaugatuck, mi 43939

robin kaufman7885 s. bad axe rd.ubly, mi 48475

41us

This envelope is not exact size

33

enveloPe

BasiC GuiDelines

The primary mark should always be 1⁄4 inch (1p5) from the top and 1⁄4 (1p5) from the left side of the envelope.

The return address should always be 1⁄10 inch (0p6) away from the primary mark. The address should be eight point type and be approximately 3⁄8 inches (2p3) from the top and line up horizontally with the top of the “m” and “e” in the mark.

The avery label should be placed according to postal regulations. As a reference place the top of the avery label approximately 11⁄4 inches (13p0) from the top and 51⁄4 inches (34p3) from the right side of the envelope.

Business System

1p5

3p8

13p0

1p5 11p3


robin kaufman7885 s. bad axe rd.ubly, mi 48475

41us

17p6

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InterIor deSIGn, merChandISe, and envIronmental GraPhICS

Exterior................................................34

Interior................................................. 35–37

Gift Cards............................................ 38–39

Brochure 1–2.......................................40–45

Labels...................................................46–49

Shopping Bags.....................................50

Receipts...............................................51

Environmental Graphics......................52–53

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exterIor oF Store

Spare Some Thyme is located in a newly renovated space with many long vertical windows in the front. These long windows will be used to display long window clings of different spices and herbs. These are used to entice customers to come in as well as mimic the billboards for unity.

Exterior

37

Exterior

InterIor oF Store

shelvinG The shelves are designed like bookcases to display all different types of spices, and are simple so the color of the spices and herbs are the main focus.

taBleThere is a table that is directly to the right when you walk into the store. This table will contain the brochures and sale items.

CheCkout CounterThe checkout counter is located in the front of the store and will hold the business cards. The staff will be able to greet the customers when they arrive.

kitChen areaIn this area there will be an employee that will be cooking with the spices and herbs, and creating samples for the customers to taste. This will bring a smell to the store, and also allow customers to learn how to cook with certain spices and herbs.

relaxWhen a customer walks in the store there is a couch directly to the left where they can sit if they want to read throughout the brochures or to relax for awhile.

floorinG anD liGhtinGThe floor will be solid maple hardwood and the lighting will be used to bring light to the shelving as well as to the products.

interior

38

interior

39

InterIor FurnIture oF Store

GIFt CardS

The gift cards are designed using four of the five different patterns. The separate patterns all represent different money amounts for each individual gift card. Each card will be placed in a mini cotton pouch for protection. These pouches represent how spices are sold in other countries and match the shopping bags.

Merchandise

40

41

137 2342 3810

000 172265 089

spare some thyme gift cards are issued exclusively by you too inc., an illinois corporation, and may be used for the purchase of merchandise at any spare some thyme store or online at www.ssthyme.com. these gift cards have no fees for non-use and do not have and expiration date. they are not for resale, are not redeemable for cash or monetary credit, and cannot be returned for cash or credit refund. a lost or stolen gift card cannot be replaced without the original proof of purchase, and replacement of such card will be another spare some thyme gift card having the credit balance only as shown by our records. additional terms and conditions applicable to the use of these cards are located on our website.

GIFt Card

check your balance at www.sparesomethyme.com/giftcard or give us a call at 1.866.431.2948

$25

$50

$75

$10

137 2342 3810

000 172265 089


GIFt Card


137 2342 3810

000 172265 089


GIFt Card


137 2342 3810

000 172265 089


GIFt Card


GIFt CardS

speCifiCations

Size

21⁄8 X 33⁄8

Typeface

ITC Century Light Money amount.

Secondary Mark is used for the identity

Color

PC 458 Money amount and secondary mark

PC 450 Horizontal bar

PC 458, 152, 398, 484 Colors specified for patterns (#2–#5)

BasiC GuiDelines

The secondary mark should always be used and only presented in PC 458.

There should always be 1⁄16 inch (3p0) space between the text and the left and right sides of the card for readability.

Only the four patterns specified can be used in the design of the four cards.

Merchandise

$25

$50

$10

3p6 16p4 3p6

13p0

15p0

13p614p6

137 2342 3810

000 172265 089


GIFt Card


42

Merchandise

BroChure 1

spiCy love

This brochure is to provide customers with information on how to use different spices in unique and healthy ways. This brochure also contains a healthy recipe with a small packet of a blend made by Spare Some Thyme. This will allow the customers to taste the product while giving the same type of feeling the business cards provide.

front BaCk

how to show your foods some love

spicylove


(866) 431.2948sparesomethyme.com

43

Merchandise

BroChure 1

speCifiCations

Size

7 X 10

Typeface

ITC Century Light All body copy and address

ITC Century Light ItalicSubheads and website address

Bell Gothic BoldTitles

Color

PC 450Titles, the primary mark, and body copy

PC 7511 and 458Front cover, subheads and title.

BasiC GuiDelines

The primary mark should always be used in full color reproduction PC 450.

The titles should start at 2 inches (12p0). The body copy should always start at 21⁄4 inches (13p0).

The #1 pattern can only be used.

how to show your foods some love

why you should add spice to your life!eating healthy and enjoyably are part

of our business philosophy. everyday,

that belief is reaffi rmed as studies

prove that many different spices can

greatly affect your health in many

different kinds of ways.

for instance, small amounts of

cinnamon on a daily basis can lower

the risks of high blood pressure and

glucose levels. even the smell has

been shown to increase alertness,

coordination, and help memory.

spices have always intensified our

sense of pleasure, so it is very pleasing

to know that eating well doesn’t have

to be boring. in an age when we always

seem confronted with unhealthy

choices, our spice selection makes it

easy for you and your family to enjoy

foods that are healthy and satisfying.



spicylove

4p3 18p0 25p6 40p6 48p0 62p3

13p312p0

4p3 18p0

13p3

3p0

9p0

18p721p3

25p6 36p6 51p7 58p8

44

BroChure 2

DisCover spiCes anD herBs

This brochure is for people who are just starting to use spices and herbs and are unsure what they are and do not know how to cook with them. This brochure unfolds and contains five separate pockets labeled by blends, dried fruits, herbs, roots/barks, and seeds. In the pockets there are cards of different spices/herbs. Each card contains information and a recipe on the back that uses the spice/herb.

This brochure is not exact size

Merchandise

45

Merchandise

BroChure 2

inDiviDual CarDs

This is an example of an individual card that is included in the pockets of the brochure. The card folds up vertically and reveals what the spice or herb is and some basic information about it. On the backside of the card is a recipe that uses the spice.

These cards are not exact size

Fennel SeedS

fennel seeds may be roasted to intensify the f lavor and can be used to f lavor different kinds of fish, italian sausages, some baked goods and liqueurs.

fennel is described as having a sweet f lavor and aroma that is similar to anise (licorice–like).

ancient people believed fennel seed was helpful in eyesight. in more recent history, the puritans referred to fennel as the “meeting seed” as it was a favorite practice to chew the seeds during meetings. today, fennel seed is used in india after dinner as a breath freshener. it is also said to help digestion and reduce bloating when drank in a glass of water.

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dISCoverspices and herbsA starter kit for anyone beginning to use spices and herbs

SeedSFennel, Coriander, and Mustard Powder

rootS & BarkCinnamon and Ginger

herBSRosemary, Parsely, Thyme, and Cilantro

drIed FruItSPaprika, Juniper Berries, and Chile

BlendSCurry, Fajita, and Sugar N’ Spice

Merchandise

BroChure 2

speCifiCations

Size

31⁄2 X 161⁄4

Typeface

ITC Century Light Address, description, and types of spices and herbs

Bell Gothic BoldTitle and five types of labels

Color

PC 450Outside of the brochure and front page

PC 152, 398, 458, 484, 7511

Different sections inside the packet and the type on the inside and outside

BasiC GuiDelines

The secondary mark must be used.

The titles should start at 12⁄3 inches (16p3) and in the color PC 458.

All five patterns must be used in the correct section that they are presented.

39p0 78p0 117p0 156p0

SeedSFennel, Coriander, and Mustard Powder

rootS & BarkCinnamon and Ginger

herBSRosemary, Parsely, Thyme, and Cilantro

drIed FruItSPaprika, Juniper Berries, and Chile

BlendSCurry, Fajita, and Sugar N’ Spice

2p0

16p317p9

19p916p613p6

2p0

47

BroChure 2

speCifiCations

Size

3 X 6, 3 X 3 when folded

Typeface

ITC Century Light All body copy

ITC Century Light Italic Recipe name

Bell Gothic Bold Main titles

Color

PC 450 Subheads, body copy and the main title

PC 7511, 458, 152, 398, 484 Background on the front, recipe name, bullets and lines on back

BasiC GuiDelines

Always use the photography provided.

The titles should start at 1⁄4 inch (1p6). The body copy should always start at 11⁄16 inch (4p2).

There must be 1⁄8 inch (0p9) from the edges on both sides of the card.

The colors must correlate with the category of the spice (see page 20).

Fennel SeedS

fennel seeds may be roasted to intensify the flavor and can be used to f lavor different kinds of fish, italian sausages, some baked goods and liqueurs.



Fennel SeedS

fennel seeds may be roasted to intensify the flavor and can be used to f lavor different kinds of fish, italian sausages, some baked goods and liqueurs.



Merchandise

0p9 17p3

1p6

4p22p7

1p6

4p22p7

13p9

24p6

17p30p9

48

Merchandise

laBelS For SPICeS/herBS

There are three labels for different size containers that must be used. The patterns will always be used according to the type of spice or herb. On each label the identity, name, weight, slight description, and the ingredients will be presented. The three types of labels will be categorized as bottle labels, container labels, and packet labels.

49

Bottle laBelS

speCifiCations

Size

1 X 71⁄4

Typeface

ITC Century Light Weight

Bell Gothic Bold Secondary logo, name of spice/herb, description, and ingredients.

Color

PC 450 Background box and patterns.

PC 152, 398, 458, 484,7511 All patterns and all body copy.

BasiC GuiDelines

The secondary mark should always be used in full color reproduction and in the same color as the pattern.

The brown boxes of text should be 11⁄2 inches wide to fit the sides of the bottle.

Only the 5 specified patterns can be used.

These labels are not exact size

Merchandise

0p3

5p6

7p9

17p0 25p6 39p0

50

ContaIner laBelS

speCifiCations

Size

3 X 2

Typeface

ITC Century Light

Weight

Bell Gothic Bold Primary mark, type of spice/herb, and the description.

Color

PC 450 Background box and pattern.

PC 152, 398, 458, 484,7511 Depending on the type of spice/herb. Pattern, all body copy.

PC 398, 458, 7511 Primary mark

BasiC GuiDelines

The primary mark must be used as specified and at the top of the label.

The name of the spice/herb must start at 11⁄4 inches (7p8) from the top.

The brown boxes should always be 21⁄2 X 11⁄2 and centered on the pattern.


Merchandise

18p0

14p0

7p8

5p2

3p93p0

1p6 2p3 10p69p9

51

PaCket laBelS

speCifiCations

Size

5 X 41⁄2, 21⁄2 X 41⁄2 when folded

Typeface

ITC Century Light Weight

Bell Gothic Bold Primary mark, type of spice/herb, description

Color

PC 450 Background box and pattern

PC 152, 398, 458, 484,7511 Pattern and all body copy.

PC 398, 458, 7511 Primary mark

BasiC GuiDelines

The primary mark must be used as specified to the right of the label.

The name of the product and the primary mark must start a 1⁄4 inch from the top of the box that overlays the pattern.

The brown boxes should always be 11⁄4 X 41⁄2 and centered on the pattern.


Merchandise

sugar n’ spice blenda perfect amount of sweetness.use in desserts and other recipes normally calling for cinnamon

.65 oz (18g)

bay leavesadd to a range of soups, sauces, and stews. essential for tomato sauces and stocks.

.65 oz (18g)

28p34p4

15p0

19p624p0

26p0

29p030p0

23p4

52

ShoPPInG BaGS and aPronS

shoppinG BaGsThese are the shopping bags that will be used for the merchandise sold at Spare Some Thyme. These bags are reusable and designed to resemble the bags that spices are sold around in the world.

Merchandise

53

Merchandise

reCeIPtS

These are the receipts the customer will receive after a purchase. They are clean and are very readable. Red–fiber BPA free paper is used (see page 23 ) for environmental reasons. Using this paper will give the receipts an ungreasy feeling because it is uncoated paper.

we greatly appreciate your business

Owner, Tyra Kennedysaugatuck, mi(866) 431.2948

sparesomethyme.com

paprika 2 oz jar 3.99

bbq blend 2 oz packet 4.99

spice rack 0930402800008 21.99

cinnamon 2 oz jar 3.99

subtotal 34.96

tax 6% 2.10

total 37.06

debit tend 37.06

change due 0.00

eft debit primary

account # 1231

37.06 total purchase

ref # 0347598347593

network id 8390

appr code 1032333

date/time 12/30/2010 10:32

items sold 4

ic# 342 842 3842 3737 38028

54

Environmental Graphics

BIllBoardS and BannerS

BillBoarDs The billboards will feature photographs of the products to entice the viewer to visit the store. They will either feature just the stores address or a witty quote.

BannersThe banners can be placed in malls and other outdoor areas. These will only feature products from the store to entice viewers to visit it. These were created to be simple and easy to place in areas that will get a lot of attention from passerbys.

55

Environmental Graphics

56

dIGItal aPPlICatIonWebsite .............................................. 56–57

iPhone Application ............................. 58–59

57

58

Digital Application

weBSIte

home paGeThe home page will feature photography of spices. The main navigation is on the bottom and includes shop, recipes, and learn. When you hover over the main navigation, the secondary navigation pops up above giving three options in each section. When you scroll from section to section the photo changes. The tertiary navigation which includes, contact, cart, and sign in, will always be available for the user to access.

59

Digital Application

weBSIte

seConDary paGesThese are two examples of what the inside of the website appears. When a user clicks on shop and chooses to look at the spices, they are directed toward the first page to the right. On this page the user is presented with the most popular spices and can choose them. If it’s not what they are looking for they can search alphabetically and new products.

Once they choose a spice they are shown a larger picture of the spice, price, description, option to add to cart, and recipes. This allows the viewer to read what the spice is and also check out recipes the spices can be used in. Primary, secondary, and tertiary navigation will always be available on every page of the website.

60

Digital Application

IPhone aPPlICatIon

The iphone application is geared more towards the younger generation just starting to cook, but is also very helpful to anyone who is unsure what to put certain spices and herbs into. This application is called Spicy! and the icon features a pepper. It is designed with the stores color palette and created to stand out among other applications on the users screen.

When a user opens the application they arrive at a welcome page that gives them the option to search what they are looking for or they can use the bottom navigation. These options are spices, herbs, recipes, and cookbook. These remain stationary.

When a user clicks on either spices or herbs they are given an alphabetical list of all different options. If the find what they are looking for they can simply press the green go button. They also have the option to check the checkbox to the left of the spice or herb and when they have what they want chosen, they can press the recipe icon and it will bring up recipes that include different spices or herbs.

61

IPhone aPPlICatIon

Once the user chooses a spice or herb they are brought to this page. Here they can learn about the spice or herb, view a picture, and see a list of recipes the spice or herb is in. They can choose a recipe by touching the green go button to the right.

When the user chooses a recipe they get a list of ingredients and the directions. There is also a picture of the finished project. To the right of the recipe name the user can press the orange add button to save the recipe to their cookbook.

Digital Application

62

ProCeSS

63

64

Process

dISCoverInG the Store

On September 18th, 2010 my friend and I drove to Saugatuck, Michigan. We chose to go there because of all the great specialty shops we had heard were there. When we arrived, the streets were lined with small bars, restaurants and specialty shops. There was one shop that really caught my attention. The store was called Spice Merchants and it sold different spices, herbs, and other related products. The store’s lighting and shelving set a very interesting mood and I had a very memorable shopping experience there. After visiting this place I knew I wanted to create a shop that sold spices.

These are photographs from the store.

65

Process

reSearCh

In order to create the best store, I needed to research Spice Merchants and find what was working and not working for them. Here is some of the facts and information I discovered.

Locations

The store has five different locations including Saugatuck, Grand Rapids, and Ann Arbor, Michigan, Breckenridge, Colorado, and Temecula, California. They started with one store and in the last eight years have expanded to five.

Facts

They comb the world for the freshest, highest quality herbs and spices.

They sell over 450 varieties of exotic spices, blends, and teas. They also offer spice racks, containers, and accesories

Reviews

I researched online the reviews people left about the store to get an idea of their reputation and what people liked and did not like. I did not find many negative reviews, but they were helpful to read and see what people had to say.

Top negative comments

Expensive Strange/Foreign Request to be more sanitary Crowded and overpowering

Company’s major strenGth

The company has really done their research on spices and have created a ton of options. They base their products on the true value and authenticity of original spices, and you can feel the culture when you are there.

Company’s major weakness

The major weakness I found was there was little information of how to use the spices on the labels and the website was overpowering and lacked clarity and visual interest.

Visual qualities

I think it is important to give an authentic and historical feeling to a clean modern user–friendly design. I really want the design to represent the spices effectively and with clarity.

Audience

This store will serve an audience that ranges in an age older than 20 and mostly women who are already cooking, and people starting to cook for the first time on their own.

How audience should feel

I want the audience to be excited about the spices and the endless possibilities. I also want them to learn about all the multiple purposes they have and how to use them to help with diet. I don’t want it to be overwhelming or confusing.

what iDentity shoulD inCluDe Brochures Business cards Spice bottle and package labels Stationery Order forms Website and iPhone application logo bags and gift cards

marketinG information

The labels and packaging of all the merchandise should be easy to read and standout from other spice bottles a customer can buy at any store.

66

process

mood BoardS

Creating three different types of mood boards really helped figure out what I wanted the identity to be like. They include images, typography, and color.

These are some different images from the boards that were inspiring. I also looked at real spices with the pantone swatchboook.

67

process

68

Process

namInG ProCeSS

Through this process the goal was to cre-ate a name people would remember and connected with the store. Here are the lists of names that I created.

I chose Spare Some Thyme because it best fit my concept. I wanted people to really learn about the spices and feel comfortable with using them. This name I believe works best for it.

top 12

viungo

Pimento

Flavor Flood

zesty!

Kick in the Mouth

Spare Some Thyme

Dashes and Pinches

Enspiceopedia

Take a Hint

Spice Ship

The Daily Grind

Pinch of Pizzazz

top 3

Pinch of Pizzazz

Spare Some Thyme

zesty!

final

Spare Some Thyme

69

CreatInG the IdentIty

Here are the first sketches I created in the first round. I sketched a lot of different herbs and spices and had the idea of creating a boat out of thyme to show the culture of how spices first were shared.

For simplicity all the itterations are not shown throughout these pages, however, the ones that moved forward are presented.

process

69

70

loGo ItteratIonS

rounD 2

These are the first digital logos that were taken from the first sketches.

Process

71

loGo IteratIonS

rounD 2

After the first digital round I got positive feedback about the boat design and the having thyme leaves and blossoms on the word, so I went forward with that.

rounD 3

I continued with the boat and the more scripted typeface for more iterations.

rounD 4

I chose to go forward with the all caps spare some and the script thyme. The large one was chosen as a final for a little while.

Process

spare some thyme spare some thyme

72

loGo IteratIonS

rounD 5

After studying the current logo I did not think it fit what I wanted for my store, so I continued to do iterations until I found what worked the best for my store.

Once this mark was created I knew it fit what I was looking for, however I needed to create a color palette that worked better. Once that was fabricated that mark became final.

final Color palette

Process

SPare Some SPare Some thyme thymespare some

spare some

thymespare some SPare Some

SPare Some

73

Process

tyPoGraPhy SeleCtIon

Bell GothiC

When I first started choosing typography for the store I was leaning towards more of a script like typeface. However, I also wanted something more modern and sharp looking. I started doing identity iterations with the typeface Bell Gothic and I really liked how the terminals on the strokes were cut off on an angle. With having such a strong typeface, the creation of the “y” losened up the mark up and added just enough flow to compliment the strong strokes and counters.

itC Century

Having Bell Gothic as my primary typeface, I knew my secondary typeface would have to be less dominant and give more of a friendly feeling to the whole identity. I chose this typeface because it is a serif typefacea nd looked really well up next to Bell Gothic. The counters resembled the ones of Bell Gothic and when used next to one another, ITC Century made Bell Gothic seem less harsh.

PaPer ChoICe

I chose the paper I did to bring a warm feeling to the business system. The paper is an offwhite color and is not too bright or too cream. This paper will make the colors stand out, but not too much that it looks too bright. The weight and texture were chosen to be heavy and smooth.

a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890

a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z1234567890

74

PatternS

I chose to create patterns for the store because I wanted the identity to have more than just the logo to be remembered by. The patterns also differentiate the spice bottles while also educating the customers on what the spices are made out of just by seeing the color and illustrations. These sketches were hand drawn, scanned, changed to a duotone, then overlayed with the color palette.

inspiration

Process

75

BuSIneSS SyStem

Business CarD

The business cards I wanted to be simple yet be unique. When I found different business cards that gave something other than information to the customer, I wanted to incorporate the same kind of idea. That’s when I came up with the idea of sharing thyme with the customers.

letterhead and enveloPe

Both the letterhead and envelopes were made very simple and readable. For unity I made the envelopes open the same way the business cards did. I incorporated the illustrations in the stamps to bring something unique to the simple envelope.

inspiration

sketChes

Process

juan richardsspice specialist

2328 main streetsaugatuck, mi 43939(866) 431.2948

www.ssthyme.comjuan richards 2383 Main Street

Saugatuck, MI 49392866.431.2948

juan rIChardSspice specialist

2328 Main StreetSaugauck, MI 43939(866) 431.2948www.ssthyme.com

2328 main st. saugatuck mi 43939 (866) 431.2948 www.sparesomethyme.com

mrs. felicia brooks,

here at spare some thyme we greatly appreciate your order and service. we hope you enjoy the spices we have prepared, for we dedicate our time to perfecting the blends to send to our valued customers such as you. when we fi rst opened our doors our goal was to perserve the culture of spices and introduce our customers to their ancestral background. through the years we appreciate our costumers feedback because it helps us in becoming aware of how to better service you in your future with our products.

if you have any questions or comments on your order or anything else we would be excited to help you. we would also like to invite you to check out our new website. the new website provides our customers with an easier way to order and also has coupons and shows when we will be having discounts on certain spices.when you become a member on our website, you will be sent extra discounts and earn points everytime your order from our store.

once again we thank you for your order and we look forward to servicing you in the future here at spare some thyme!

sincerely,

jenna hayworth

president

SPare Some

2328 main st. saugatuck mi 43939 (866) 431.2948 www.sparesomethyme.com

Mrs. Felicia Brooks,

Here at Spare Some Thyme we greatly appreciate your order and service. We hope you enjoy

the spices we have prepared, for we dedicate our time to perfecting the blends to send to

our valued customers such as you. When we fi rst opened our doors our goal was to perserve

the culture of spices and to introduce our customers to their ancestral background. Through

the years we have appreciated our costumers feedback because it helps us in becoming more

aware of how to better service you.

If you have any questions or comments on your order or anything else we would be

excited to help you. We would also like to invite you to check out our new website. The new

website provides our customers with an easier way to order and also has coupons and shows

when we will be having discounts on certain spices. If you become a member on our website,

you will be sent extra discounts and can earn points everytime your order from our store.

Once again we thank you for your order and look forward to servicing you in the future!

Sincerely,

Jenna HayworthPresident

SPare Some

2328 main st.saugatuck mi 43939

(866) 431.2948

Mrs. Felicia Brooks,

Here at Spare Some Thyme we greatly appreciate your order and service. We hope you enjoy

the spices we have prepared, for we dedicate our time to perfecting the blends to send to

our valued customers such as you. When we fi rst opened our doors our goal was to perserve

the culture of spices and to introduce our customers to their ancestral background. Through

the years we have appreciated our costumers feedback because it helps us in becoming more

aware of how to better service you.

If you have any questions or comments on your order or anything else we would be

excited to help you. We would also like to invite you to check out our new website. The new

website provides our customers with an easier way to order and also has coupons and shows

when we will be having discounts on certain spices. If you become a member on our website,

you will be sent extra discounts and can earn points everytime your order from our store.

Once again we thank you for your order and look forward to servicing you in the future!

Sincerely,

Jenna HayworthPresident

76

BroChureS

When creating the brochures I wanted them to be beneficial to the customers. Many people do not understand what to do with spices and are unaware the healthy benefits that they have. These two brochures offer recipes and explain how they are used. The second brochure that folds out can even be used as a gift to young people just learning.

GIFt CardS

The gift cards were made using the illustrations to connect the customer about to use them to the products. The gift cards are placed in pouches made from cotton pouches with drawstrings to hold them in. I created the bags personally to show what the pouch would look like.

Process

77

Process

BottleS and laBelS

When finding ways to package and label my spices and herbs I wanted a modern and clean way of packaging them. When creating the labels I wanted to used the patterns so the products could be identified by their original source. I also wanted the jars to have what they spices are mainly used in to make it easier for the customer who is not real familiar with them.

ShoPPInG BaGS

When making the bags I wanted to bring the cultural feeling of spices into them. In all the research I did I found that in a lot of countries they sell the spices in burlap bags. After seeing this it became my idea.

inspiration

78

weBSIte

overview

Objective

Through good visual design and clarity this website is user–friendly for all viewers. This website provides users with the choice to shop, browse, and learn about all the store has to offer. The website is easy to navigate and will not overwhelm the user.

Key Audience

The audience is for users, mostly women, between the age of 25 and 60. This website is for a person who needs to order a spice quick, someone looking for a gift, and the younger generation learning how to use spices and looking for recipes.

Purpose

The purpose of this site is for people to efficiently order the stores products, while giving customers information on the spices culture and how to use them.

user personas

Kelly Martin

FemaleAge: 25 She has just graduated from college with a degree in physical therapy. She enjoys baking and shopping.

TechnicalShe uses Safari on her MacBook Pro and is online about 18 hours a week. Her screen resolution is 1440x900.

She like to e-mail and go on Facebook and also enjoys Yahoo.

She can navigate around websites very quickly. She prefers visual references on websites, and little text.

She would use this website to find new recipes, and learn how to use the spices properly in different types of food when cooking.

Mary Steller

FemaleAge: 45 She is a mother of 4 children and works as a receptionist. She enjoys baking, family, and sewing.

TechnicalShe uses Internet Explorer on her HP computer and is online about 4 hours a week. Her screen resolution is 800x600.

She enjoys keeping in touch with friends and family through e-mail and uses Google as her search engine.

She can navigate around websites at a decent pace but is still getting used to using the world wide web.

She needs easy navigation because she doesn’t like feeling lost inside a site, and pushing the back button.

She will use this website to order her own spices, and for gifts.

Process

79

Process

SIte maP

Site map

about

about

about

new

new

holiday favorites

discount items

TypesTypes

shop learnrecipes

popular

holiday favorites

new

contact

spices

herbs

merchandise

types

TypesTypestypes

TypesTypestypes

discount items

sign in/account

homesparesomethyme.com

aboutshopping cart

80

Process

logocart

shop recipes about

sign incontact

cartsign incontactlogo

shop recipes about

spices

herbs

merchandise

popular new a b c d e f g h i j k l m n o p q r s t u v w x y z

on sale

cartsign incontactlogo

shop recipes about

spices

herbs

merchandise

popular new a b c d e f g h i j k l m n o p q r s t u v w x y z

on sale paprika

descriptionpopular recipesthe spice is in

pricesadd to cart

wIreFrameS

81

Process

IPhone

For the iPhone application I really wanted to focus on how spices and herbs are used and what they are. When I started creating the application I thought it would be very handy to let the user have their own cookbook so they could store their own recipes and favorite spices. This application will also be available for iPods and iPads.

about

Site map

new

new

holiday favorites

TypesTypes

spices recipes

popular

holiday favorites

new

spices

types

homespicy! (iphone app)

aboutsearch

TypesTypes

herbs

types

herbs

aboutaboutcookbook

82

83

This brand identity book was created for Spare Some Thyme employees and anyone else that is interested on how the brand works. By having a guide and standards it allows the business to present a constistent unified brand to the store. If there are any questions concerning anything in this book use the contact information below.

jade kaufman15345 venlo PlaceBig Rapids, MI 49307

231.408.8794

[email protected]

Contact

86

Brand Identity Book

Date post:	23-Mar-2016
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