Brand Assets and Guidelines Walkthrough
Contents
1.0 Strategy
1.1 Purpose
1.2 Values
1.3 Who We Are
1.4 What We Do
1.5 Archetype
1.6 Idea Worth Rallying Around®
1.7 Brand Personality
2.0 Verbal Identity
2.1 Voice Persona
2.2 Voice Pillars
2.3 Brand Manifesto
2.4 Word Kit
3.0 Visual Identity
3.1 Logotype
3.2 Logotype with Tagline
3.3 Symbol
3.4 Logo Usage
3.5 Color
3.6 Typography
3.7 Iconography
3.8 Photography
3.9 Layout Grids
3.9 Graphic Elements
4.0 Collateral Examples
4.1 Signage
4.2 Tote Bag and Stickers
4.3 Napkin and Cap
4.4 Billboard
4.5 A Board and Cups
4.6 Social Media Posts
4.7 Website
4.8 Napkins
4.9 Product Boxes - Silver
4.10 Product Boxes - Sky
4.11 Product Boxes - Purple
4.12 Product Boxes - Cloud
4.13 Product Boxes - Gradient
4.14 T-Shirts - Staff
4.15 T-Shirts - Merchandise
4.16 Polo Shirt
4.17 Full Apron
4.18 Half Apron
4.19 Baseball Cap
4.20 Eye Mask
4.21 Sleep Spray
4.22 Cloudhop Keyring
4.23 Cloudhop Stickers
4.24 Cloudhop Candles
Strategy
1.1 Purpose
To stir the imagination and
inspire belief in what's possible.
1.2 Values
Optimism
Be a dream-chaser, not a dream-crusher.
Creativity
Considering new angles, trying new things, and moving beyond the status quo.
Fun
Not to take ourselves too seriously and try to have some fun along the way.
1.3 Who We Are
Cloudhop is a dream-themed bakeshop on a mission to bring people together and inspire joy and wonder.
1.4 What We Do
We take fun and flavor very seriously with scratch-made crave-worthy cookies and cupcakes that are out-of-this-world delicious.
1.5 Archetype
To further define our brand's identity, we leverage the Dreamer archetype. The Dreamer supports who we are and how we want to be seen.
It also sets the tone for a strategically-aligned brand experience that brings our dream theme to life.
AKA
Innocent, Optimist, Purist, Muse, Idealist
Goal
To deliver joy by spreading optimism.
The promise of The Dreamer is that life doesn’t need to be hard. As a free spirit, The Dreamer is an optimistic joy-chaser and joy-giver. Spontaneous, wide-eyed. Always dreaming big and seeing the bright side with an inspiring, positive outlook.
• An eternal optimist with a glass-half-full mindset.
• Untarnished by the harshness of the world.
• Triggers nostalgia for simpler times.
• Endearing to others with an enthusiastic sense of wonder and positive energy.
• Sees things as they should be, not as they are.
• Believes in happy endings.
How can we express our
Dreamer identity?
• Bring optimism and a “don’t worry, be happy” attitude.
• Use nostalgia to take customers back to a simpler time.
• Inspire a sense of wonder and playfulness in the way we do things.
• Employ a fun, positive, cheerful tone of voice.
• Make imagery soft, cozy, comfortable, and clean.
• Be a happy, inviting place where people love to visit not just transact.
1.6
Idea Worth Rallying Around®
Idea Worth Rallying Around® is a registered trademark of Motto®
"Dream Out Loud"
This is our brand's rallying cry. More than a phrase,
it's a powerful motto that inspires limitless creativity,
imagination, courage, and freedom to dream.
1.7 Brand Personality
• Inspiring
• Positive
• Playful
• Imaginative
• Fun
• Creative
• Whimsical
• Welcoming
• Expressive
• Sensory
Verbal Identity
How we sound says a lot about us.
Our brand strategy informs our verbal identity to establish a consistent, distinct, unified voice that expresses our brand personality. Our voice sets us apart from competitors and builds trust and familiarity with our audience, particularly online, where we have only seconds to make an impression in a crowded space.
2.1
Cloudhop
Voice Persona
Drawing on our desired brand personality, our invented voice persona describes who we are when we write and speak. Created to connect with our audience, it personifies our brand character and makes abstract ideas tangible.
This is useful because it helps us understand, “What would Cloudhop say, and how should we say it?”
Meet Cloudhop’s voice persona
“Luca”
Luca: a gender-neutral name meaning “bringer of light”
Luca is a dreamer with undeniable charm. An eternal optimist who sees through rose-colored glasses and lives life with every sense switched on. Luca exudes joy and illuminates everything around them. Wonderful, marvelous; a refreshing bright light. When people experience our brand through Luca, they feel inspired by how we transform cookies and cupcakes into flavors, ingredients, and experiences that provoke creativity and imagination. One look at Luca, and you think, “I’ll have whatever they’re having!” It’s easy for Luca to float in the room and steal everyone’s attention with a simple hello and a radiant smile. Luca invites everyone to step into Cloudhop Bakeshop, where the cookies and cupcakes are out of this world, and life is but a dream.
2.2
Voice Pillars
The special makeup of Luca’s voice in three adjectives:
Whimsical
Our brand has a carefree, spirited way of being. We view the world with brimming possibility and love to have fun and be off the cuff. We use playful language with a hint of cheekiness and amusement. This allows us to create moments of magic, connection, and joy with our audience so they feel inspired to dream right along with us (and eat out of the palm of our hand).
We are: Dreamy, Playful, Fun
We are not: Fantasy, Bizarre, Eccentric
Sensory-rich
Bakeshop whiffs are one of the world’s greatest wonders. Once those first few buttery-doughy-sugary-chocolatey molecules hit your olfactory membrane, well…is there anything more intoxicating? We write about the mouth-watering anticipation of that first bite feeling, so you can taste it with words. We use descriptive, sensory language to evoke delicious smell, taste, and sight. Food is about engaging the senses. Our writing is too. Expressive language makes our copy sing. This excites, persuades, and moves our audience to order one (or three) of every flavor.
We are: Creative, Expressive, Evocative
We are not: Extravagant, Pretentious, Fancy
Welcoming
What people remember, above all else, is how we make them feel. Our friendliness and warmth make us instantly likable. Being friendly isn’t about littering our communication with exclamation marks and emojis or being overly bubbly (which can come across as borderline annoying). It’s about showing warmth, hospitality, and genuine kindness in the way we speak. A friendly voice makes our customers appreciate us.
We are: Warm, Personable, Friendly
We are not: Cold, Stuffy, Unrelatable
2.3
Brand Manifesto
A creative narrative that captures our brand's ethos, facts, and feelings.
Hi, we’re Cloudhop Bakeshop.
Up here, we take fun and flavor very seriously.
We dream outside the box and whip up delicious
sweets with the best ingredients.
Try our fan favorites and indulge in the many creative
flavors we dream up each week.
Our chocolate is decadent. Complex. Rich!
Just a hint of sweetness. Never bitter.
Our cookies are big, bold, and perfectly balanced.
Never too crispy or too doughy. Just right. And made
from scratch. And our cupcakes?
Moist and fluffy with a plush crumb. Good enough to share
or pillow-fight over. We don’t judge.
Can we talk about our signature frosting?
It’s so light and airy you’d swear you just tasted a cloud.
If that cloud was lightly whipped and made from butter
and sugar. This isn’t a figment of your imagination.
At Cloudhop, everything on the menu is out of this world.
And life is but a dream.
Come play with us.
2.4
Word Kit
Key vocabulary to shape our language in communications, we should regularly see these words showing up in our communications.
• Airy
• Billowy
• Carefree
• Decadent
• Enchanting
• Peaceful
• Radiant
• Silky
• Thoughtful
• Ultra
Visual Identity
3.1
Logotype
Our logotype represents our business and the values that guide us. It’s vital that it's used with care and respect to ensure that all communications remain consistent, memorable, and remarkable.
Logotype in Primary Palette
Hover your cursor over the image to reveal the alternative colorway.
3.2
Logotype
With Tagline
The logotype with tagline is to be used in any primary application of the brand when it's not obvious what cloudhop is. For example, items of collateral that would be a first touchpoint for potential customers.
Logotype with Tagline in Primary Palette
Hover your cursor over the image to reveal the alternative colorway.
3.3
Symbol
Our symbol is derived from the logotype but is designed to stand alone.
Like the logotype, the symbol represents our brand and its values. It can be used in secondary applications in place of the wordmark. For example, if more subtle branding is required or in smaller applications.
Symbol in Primary Palette
Hover your cursor over the image to reveal the alternative colorway.
Symbol Application Example
Social Media
3.4
Logo Usage
Follow these dos and don'ts to maintain integrity of the logo in all applications.
Clear Space
The diagrams below illustrate roughly the minimum amount of space that should be allowed around the logotype, symbol and combination mark.
Logotype
The space is equal to the size of the C in the logotype at 50% scale.
Combination Mark
The space is equal to the size of the C in the combination mark at 50% scale.
Symbol
The space is equal to the size of the symbol at 50% scale.
Incorrect Logo Usage
Do not change the lockup.
Do not use unapproved colorways.
Do not distort the logo.
Do not apply effects to the logo.
Do not place the logo on an angle.
Do not alter the logo.
Do not use the logo in a sentence.
Do not add any elements to the logo.
Do not recreate the logo.
Do not outline the logo.
3.5
Color
The chosen colors represent our brand and reflect our personality. Using our color palette consistently across all communications will build recognition for our brand by contributing to a unified look and feel.
Primary Palette
Primary colors should be used in important brand moments to build recognition and association with our brand. Below are the exact values of each color. These should be followed at all times for consistency.
New Sky
RGB: 149 212 233
CMYK: 39 2 5 0
#95D4E9
Strawberry Frosting
RGB: 237 186 210
CMYK: 5 36 4 0
#EDBAD2
Cloud
RGB: 248 243 238
CMYK: 4 5 7 0
#F8F3EE
Blueberry Frosting
RGB: 32 32 65
CMYK: 99 92 41 49
#202041
White
RGB: 255 255 255
CMYK: 0 0 0 0
#FFFFFF
Primary Color
Combinations
Our palettes have been designed to be flexible and complementary, but not everything works together. When combining colors from the primary palette, stick to the suggested pairings on this page, with the strongest colors used sparingly.
Cloud:
Blueberry Frosting, Strawbery Frosting, Sky, White
Sky:
Blueberry Frosting, White, Cloud
Strawberry Frosting:
Blueberry Frosting, White, Cloud
Blueberry Frosting:
Sky, White, Strawberry Frosting, Cloud, White
Primary Color
Text Combinations
Cloud:
Blueberry Frosting
Sky:
Blueberry Frosting
Strawberry Frosting: Blueberry Frosting
Blueberry Frosting: Sky, White, Strawberry Frosting, Cloud
Color Usage
in Layout
Our Primary Palette colors are used as backgrounds for photography and illustration.
To maintain brand integrity, our primary identity palette is used in highest proportion, followed by imagery, with the smallest amount of color coming from our secondary palette.
Secondary
Palette
Secondary colors can be applied with primary colors to support communications. Our secondary palette adds depth and variation to multiple communication touchpoints of the brand. Below are the exact values of each color which should be followed for consistency.
Purple Sprinkle
RGB: 204 186 216
CMYK: 23 30 3 0
#CCBAD8
Orange Sprinkle
RGB: 233 174 112
CMYK: 4 5 7 0
#E9AE70
Green Sprinkle
RGB: 168 208 168
CMYK: 40 2 42 0
#A8D0A8
Yellow Sprinkle
RGB: 234 211 117
CMYK: 11 14 64 0
#EAD375
Secondary Color
Combinations
Purple Sprinkle:
Blueberry Frosting, White, Cloud
Green Sprinkle:
Blueberry Frosting, White, Cloud
Orange Sprinkle:
Blueberry Frosting, White, Cloud
Yellow Sprinkle:
Blueberry Frosting, White, Cloud
Secondary Color
Text Combinations
Purple Sprinkle:
Blueberry Frosting
Green Sprinkle:
Blueberry Frosting
Orange Sprinkle:
Blueberry Frosting
Yellow Sprinkle:
Blueberry Frosting
Dreamy
Gradients
Our Gradients are used to provide the "dreamy" element to our brand. Gradients should be used for high brand volume moments where we want to give a sense of wonder and creativity to the brand. Gradients provide a great backdrop for the product to sit on and provide good contrast to the color of our cookies and cupcakes.
Candyfloss
#909CCE
#EE81B4
#E9D7FD
Dreamsicle
#FF9172
#F6B3D3
#E9D7FD
Pink Lemonade
#E9D7FD
#F4B1D1
#EDD674
3.6
Typography
Typography is an essential component of our identity system. The consistent use of our selected typefaces throughout our printed and digital communications will help establish a cohesive visual style.
Please adhere to the values stated below on all applications and always use our brand typeface Garnett.
Brand
Typeface
Garnett
Garnett is the first typeface designed by Connor Davenport. The evolution of it’s design has tracked the development of his craft, beginning as an incredibly ambitious and comprehensive drawing exercise, and culminating in a typeface both rooted in history and imbued with the perfectionism and eccentric personality of its creator. Garnett is a sturdy, contemporary grotesk that glows with the affable quirkiness of 19th-century metal type.
Garnett Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Garnett Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Headline
• Garnett Medium
• Optical Kerning
• -10 Tracking
• 1.15x Leading
Sub Heading
• Garnett Regular
• Optical Kerning
• +10 Tracking
• 1.2x Leading
Body
• Garnett Regular
• Optical Kerning
• +10 Tracking
• 1.5x Leading
CTA
• Garnett Medium
• Optical Kerning
• -10 Tracking
• Always a single line.
Cloud Typography
The type can be styled in a playful way to look like words are floating among the clouds.
We can use the cloud typography when we are creating campaigns or simply want to be more playful and have the space to do so.
How to Construct Cloud Type
To construct cloud typography, each word is written on curved path, derived from the edge of a circle.
Use the template below to create this typography.
3.7
Iconography
Our iconography should represent our brand’s essence.
Brand
Iconography
Our icons are crafted to represent the soft curved nature of our cloud elements.
Including rounded edges and corners to further ecentuate the soft and dreamy nature of the brand to all touchpoints.
3.8
Photography
Our photography should represent our brand’s essence.
It's important to consistently show core ideas in these buckets across all images either pulled from online stocks or created from staged photoshoots.
Product With People
When we take more control over our photography we want to envision the product in an almost dream state and convey the enjoyment and delight that customers get when trying our product.
Fully dialled up saturation, hazy dream state glows and our signature Cloudhop shine help bring this all to life. Using props and effects to illustrate product offerings.
Editing Notes:
High Saturation.
Additional Lens Flare.
Highlight Blur.
Channels:
All channels.
*Product with people photography is strictly FPO and should only be used as reference for direction.
User Generated Content
User generated content to show off product and customer interaction is essential to social output.
Highlighting customers interacting with product whilst being selective with quality of imagery will provide us with endless shareable content for social media
Editing Notes:
Imagery to be kept true to the creator.
Channels:
Social Channels only.
*UGC Examples shown here are strictly FPO and should only be used as reference for direction.
Product Silhouettes
Product may also be used in isolation, in instances where we wish to highlight an individual product.
Brand ownership is achieved by placing our cut out imagery onto our brand colour palette and imagery.
Editing Notes:
High Saturation.
Additional Lens Flare.
Highlight Blur.
Channels:
All channels.
Product Scenes
Product photography reinforces our cloud-like, airy vibe by using floating elements and gradient colors in props and backgrounds to create moments of magic and wonder.
We suggest styling products to look like they're floating in the sky.
Editing Notes:
Isolated Product.
Sky/Gradient background.
Addition of cloud pngs.
Channels:
All channels.
3.9
Layout Grids
The below templates have been created to ensure a consistent layout of type across collateral items.
3.10
Graphic
Elements
We have a variety of graphic elements that are used to create various brand and campaign graphics.
Inflated Type
Cloud
Pattern
Our pattern is built up from our cloud icon. We display the pattern in 3 different colourways and use it in a variety of ways;
1. Used as a background to content.
2. Used to intertwine with photography.
3. Used as standalone artwork.
Cloud Image Frame
Our cloud brand shape is also used as a container and background for imagery. In order to create a mask for your imagery, follow these steps;
1. Overlay your cloud shape in alignment with your image.
2. Highlight both layers and create a clipping mask.
Graphic Element Application Example
Collateral Examples
Signage
Tote Bag and Stickers
Napkin and Cap
Billboard
A Board and Cups
Social Media Posts
Website
Napkins
Product Boxes — Silver
Product Boxes — Sky
Product Boxes — Purple
Product Boxes — Cloud
Product Boxes — Gradient
T-Shirts — Staff
T-Shirts — Merchandise
Polo Shirt
Full Apron
Half Apron
Baseball Cap
Eye Mask
Sleep Spray
Cloudhop Keyring
Cloudhop Stickers
Cloudhop Candles
For inquiries regarding the Cloudhop identity,
please contact:
Shabari D'cruz
shabaridcruz@gmail.com
Brand Guidelines by Motto®