Brand Guidelines
V1 2022
Hello
This style guide provides a flexible framework and assets to create a brand experience that is unmistakably Rokit.
For further support contact:
Scott Markham
scott@rokit.life
Contents
Brand Strategy
Our brand strategy consists of three simple, powerful and connected ideas:
Brand Promise
What we promise to unfailingly delivery to our customers and how we communicate this.
Brand Belief
Why should customers believe us.
Brand Personality
How we show up in the world, this is driven by our values and promise.
Brand Promise
Our brand ladder is the strategic framework that identifies our most important and compelling product features and connects these with personal and social aspects of our target customers lifestyle. We ladder from each specific feature up into rational and emotional benefits these provide for our customers using the brand and then from there we ladder into connected values and a promise that guides how we show up and act in the real world.
Features
These are factual statements about our brand, what it can do, it’s specifications etc.
Rational Benefits
These are tangible results of what our brand can help a customer achieve.
Emotional Benefits
These are the intangible feelings a customer will have as a result of using our brand.
Brand Values
These are the ideals that guide our actions, they reflect what is truly important to Rokit.
Brand Promise
Our brand promise states what our customers can expect from our brand each and every time they interact with Rokit. It set’s up our story and narrative and is the single idea we want customers to take away when they think of our category.
Brand Promise
Our promise means that we will give our customers a positive, uplifting and enhancing experience every time. We will help them think, work, play and sleep better.
We use this as our communications strapline when:
1. We want to talk about the emotional benefits of our products.
2.We want to make a call to action and get customers to engage with our brand.
We use this strapline on packaging and as our primary message in our communications.
Brand Belief
Our brand belief is anchored in the category, how we define it and the demand space we can act and grow in. It is the idea that we can uniquely bring to the market and protect from competitors.
We define the current and future market for ROKIT through three important dimensions:
Drinks
We are in the drinks business. Beverages, liquids, products that can become great, good looking and tasty drinks - it’s simple. If it’s not wet or becomes wet for consumption it’s not us.
Functional Health & Wellness
Functional health and wellness is about specific physical wellbeing, about being able to live our daily lives to the full. It’s about offering specific ways to improve the things we do each day. It’s not abstract or holistic.
Sustainable Convenience
We make it easier for customers to access the benefits of our brand and product experience through easy to use formats that match sustainable lifestyles today.
Brand Belief
Our belief creates a compelling reason to believe our positioning and claims from our customers point of view.
It clearly communicates that the rational and emotional benefits of our products are built on unique expertise in blending great tasting beverages with great supplements to help give life a Rokit.
We use this brand belief in our communications whenever we are:
1. Talking about the specific product formulation.
2. Communicating the taste experience.
We use this as an icon on packaging and in communications where we need to highlight the product.
Brand Personality
Open
We like to try new things, tackle new challenges and be creative.
Outgoing
We are energetic, friendly and confident, we love social situations and companionship.
Committed
We are disciplined, pay attention to details and like to make good things, great.
Motivating
We channel our positive energy into sharing progress and great outcomes.
Logo
Primary Logo
Our primary vertical logo is the most important asset in our identity system. It is bold and distinctive.
Secondary Logo
Our secondary horizontal logo...
Clearspace & Minimum Sizes
Our logos adhere to clear space and minimum size rules to ensure legibility when reproduced. The clear space is determined by the 'O Icon'.
The minimum size of our logo is 170mm in width. When commisioning applications, always conduct a print/production test to ensure legibility, particularly when dealing with logos close to minimum size.
Do not
— Encroach on the clear space
— Go smaller than the minimum size
— Create materials without testing sizes
Logo for social media
We use our R Icon across all social media platform avatars. This appears as Oatmeal on Black.
Do not
— Use another asset as an avatar
— Use non-brand colours in designs
The logo pack features our full collection of brand logos in each colourway and in all applicable formats
Colour
Primary brand colour palette
Secondary product led colour palette
Magic Sparkle
Iconography
We use simple inconographic illustrations to highlight key messaging and attributes on pack.
Typography
We use two type families in our brand identity system, Cubano and Proxima Nova.
Headlines
For short, impactful headlines we use Cubano, all caps.
Subheads
For subheads we use Cubano, all caps.
Bodycopy
For bodycopy use Proxima Nova. Weights variable.
Buttons
For buttons we use Cubano.
Licencing
— Cubano available at fonts.adobe.com
— Proxima Nova available at fonts.adobe.com
Do not
— Use any other fonts
— Use other weights other than specified
Photography
Our tone on tone photography is distinct, vibrant...
Approachable and fun...
Studio environment...
It is an integral part of our brand identity, helping us communicate our product offering and engage the consumer.
Pack
Each product is studio shot against a backdrop that matches the flavour cue on pack...
Serve
Serves are studio shot against a backdrop that matches or compliments the flavour cue on pack.
Glass selection - Double walled coffee glass with no handle.
Careful attention should be taken to capture detail in the liquid - The colour, crema, layering and swirls. Avoid strong reflections on the glass that will detract from the liquid.
Tone of Voice
Our brand voice is how we express ourselves
through our language, writing and messages. It is an extension of what we think and feel about the world.
We have some simple principles that we follow when we write. Our TOV feels…
ENCOURAGING
EMPATHETIC
BELIEVING
POSITIVE
CONFIDENT
INGENIOUS
TO THE POINT
Copywriting
When writing ads or content, please follow the simple three step system as follows. This ensures we retain clarity, relevance and engagement with customers.
1. Punchy Headline
As per the examples we use language and phrases that capture attention. It’s important to be imaginative, uplifting and to keep it short - but keep it relevant.
2. Clear Proposition
The headline is doing the work of engaging the reader, the proposition and body copy needs to make it clear what we are offering. Keep it simple and clear, don’t use complex language or over describe and don’t forget the tone of voice.
3. Call to Action
Very important. This is the opportunity to convert the reader to our sales funnel. Make it clear what will happen when they click, e.g. DISCOVER, READ MORE or BUY NOW.
Layout Principles
The following principles will aid in creating consistent brand communications across both print and digital.
Layout Principles — Print
This example illustrates an A4 format. We follow three steps to determine the logo size, margin widths and column grid.
1. Logo sizing
Divide the format diagional length by 30, this provides the logo height (X).
2. Margins and logo positioning
Margins are determined by the O of Rokit. The logo can be placed top centre, and bottom centre for communications such as letterheads.
3. Column grid
A basic and flexible column grid is created using divisions of 3 as shown.
Layout Principles — Digital
These examples illustrate some of the most common digital formats. We follow three steps to determine the logo size, margin widths and column grid. To cater for the variety of banner sizes, it may be necessary to flex the sizing principles.
Logo sizing
Divide the diagional length of the format using these examples as a guide. This provides the logo width (X).
Margins and logo positioning
Margins are determined by the O of Rokit. The logo is typically placed centered on the vertical and horizontal axis and can shift up, down, left and right as necessary.
Column grid
A basic and flexible column grid is created using divisions of 3 as shown.
Construction Example
These examples show a best practice digital banner.
Featuring:
— Oatmeal Background
— Horizontal Logo
— Single line headline
— Button
Base image: With guides
Hover image: Without guides
Packaging
The following section provides examples of the brand identity system in application.
Use them as inspiration when creating your own communications and brand touchpoints.
Brand Application
Away Communications
Website Homepage
Website Product Page
Emailer Banner
Emailer Banner
hLTo use this PowerPoint document please ensure you have the appropriate font licenses.
Physical Touchpoints
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