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Table Of Content
Research .........................
Style Guide ....................
Final Designs .................
Company Overview .....................................
Company Logo ..............................................Color Palette & Typography ........................Logo Usage ...................................................... Incorrect Logo Usage ....................................Imagery & Textures ........................................
Company I.D. ..................................................Website .............................................................Packaging ........................................................Magazine Layout ...........................................Billboard Design .............................................
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Research
Starting as a lunch counter in Louisville, Ky Gina and Mike Cox opened their �rst Homemade Ice Cream and Pie Kitchen in1982. Their daily routine of serving meals from the lunch counter grew into something more after baking and serving one to two pies a day. The Cox’s soon became known for their fresh homemade pies. The pies became so popular that the lunch counter was changed over into a pie case, which soon followed a ice cream case. The two purchased an ice cream machine so they could keep the tradition of making everything from scratch.
In 2005 Adam and Mary Lee Burckle, who have been in the baking business since 1983, purchased the Homemade Ice Cream and Pie Kitchen. A year later they opened another neighborhood store based on customer requests. The recipes were handed down and, still to this day, they scratch make and bake all of their desserts and fresh churn all of their ice cream.
Original Logo
Company Overview
Campaign Goal The primary goal of the campaign is to rebuild the Pie Kitchen’s band with a modern day edge that will appeal to a more youthful group of people, but also maintain that family feel that they have always been known for. The marketing objective is to attract a large number of people and bring more attention to this Kentucky local business that has the potential to go nationwide.
Demographics Young adults Dessert lovers People who enjoy being around friends and family
Key TenetsFreshInvitingHomemade
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Style Guide
The Kitchen logo is made up of �ve key components which all interact together as one. Inspired by old wooden barnyards and the smell of grandma’s kitchen the logo represents that and more. The colors alone express a sense of warmth, while the imagery conveys a wholesome yet inviting nature.
Do to the subject matter of the brand no adjustments should be made to the text or imagery of this logo. The font used in the logo name and tagline are Nueva Std, both the word “the” and “homemade ice cream and pie” are Nueva Std Condensed; while the word “kitchen” is Nueva Std Regular. The pantone solid colors used play a very important role in the logo as well; they are not to be misrepresented. The darker brown is pantone 469 C, the lighter brown is pantone 153 C, and the tagline color is pantone 1655 C.
Logo Variation
Only in strict circumstances the logo may read imagery only, using no more than the oven mitt and potholder. Colors must remain the same as all regulations still apply.
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HEX#: FF400RGB: 255, 76, 0CMYK: 0%, 84%, 100%, 0%Pantone: 1655 C
HEX#: 603813RGB: 96, 56, 19CMYK: 40%, 70%, 100%, 50% Pantone: 469 C
HEX#: C16A10RGB: 193, 106, 16 CMYK: 20%, 65%, 100%, 6% Pantone: 153 C
Color Palette Typography
Nueva Std - Logo TypeABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz012345678910
Nueva Std Condensed - Logo TaglineABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz012345678910
Myriad Pro - Body TextABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz012345678910
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White Space
The letter “N” should be used for correct white space surrounding the logo, along with any additional material placed around the logo.
Logo Size
The logo size should not be reduced any smaller than 1.4 inches in height and 2.4 inches in width. This will keep the imagery and text of the logo legible, any smaller the logo will be distorted.
Logo Usage
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Incorrect Logo Usage
KITCHENhomemade ice cream and pie
The
Do not change the imagery color
KITCHENThe
Do not display logo without tagline
KITCHENThe
homemade ice cream and pie
Do not curve, tilt, or rotate logo
KITCHENThe
homemade ice cream and pie
Do not resize tagline and imagery
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Imagery & Textures These images inspired the over all look of the campaign
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Final Designs
Letterhead
Business Card
Envelope
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CompanyWebsite
2012 Winner Best Desserts in Louisville, Metromix 5 STAR winner, 2011 Talk of the Town, Excellence in Customer Service Winner 2011 Munch Madness Champion, 790 WKRD Winner of Best Desserts in Kentucky; Kentucky Monthly Magazine Winner Best Ice Cream & Best Desserts for 2012, 2011,2010, and 20092009 Parents Pick Winner; Nickelodeon Winner Best Desserts; Louisville Magazine
Home Dessert Deli Services Employment Contact
KITCHENhomemade ice cream and pie
The
Home Dessert Deli Services Employment Contact
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Your neighborhood bakeryand ice cream shop
Visit us online! www.TheKitchen.com
Over one hundred di�erent dessertsupon customers request
Packaging
Front Back
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KITCHENhomemade ice cream and pie
The
Packaging
Box
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“ Starting at 4 am every
morning seven days a week we
are ready to serve our customers
with fresh baked deserts.”
- The Kitchen
Fresh Inviting Homemade
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Magazine Layout
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Corporate Identity Shantrece Bell
Billboard Design16
