Contents
1.0 Brand Strategy
Our Product Category
This section outlines our brand strategy, explaining how we stand out and differentiate ourselves from competition.
Our Brand
Purpose
The reason for existence.
Feel. The why. True North. Forever.
Mission
The measurable ambition.
Do. The what & how. Time bound. Clear end point.
Vision
The promised land.
Imagine. The future. The world we want to create.
Supercharge restaurant performance.
Empower restaurant operators to use their data to accelerate business performance.
A more sustainable and successful restaurant industry.
Our Values
We share a common set of values that we live and work towards. These values should reflect across internal and external touchpoints.
Passionate about our people.
Customer obsessed.
Always experimenting
and learning.
Nurture a supportive and diverse environment for our people to grow.
Ensure our customers succeed, helping them drive efficient and sustainable growth.
Move fast to create elegant and innovative solutions.
A trusted partner.
Socially responsible.
Build trusted and secure services that put the customer's needs first.
Strive for greatness as a company while improving the society and environment we live in.
Positioning Statement
This allows us to articulate multiple elements in a longer sentence, into various lengths.
Performance, powered by Tenzo.
For restaurant operators looking to improve their restaurant's performance, Tenzo is the powerful Restaurant PerformanceOps platform in the palm of your hands. Bringing together data from a multitude of different sources, helping you to make better decisions that will improve performance against your KPIs in real time. Easily connect your tech stack and let Tenzo get to work - optimising inventory and staffing levels and forecasting sales, all while bringing your teams together, so everyone is engaged and on the same page. Allowing your restaurant to thrive.
Tagline
Our tagline is a memorable statement that immediately communicates our proposition and positioning.
Where restaurants thrive.
Brand Pillars
Our brand pillars are the guiding principles that articulate what we, as an organisation stand for.
Informed.
Connected.
Guided.
See exactly how your restaurant is performing, from revenue to profitability, and what this means for inventory and staffing.
Through connecting your tech stack into a single platform with one reporting language, everyone’s on the same page.
Supported by game-changing insights, analytics and AI-driven recommendations, shifting from surviving to thriving.
Complete picture.
Everything connected.
AI driven.
Empowered.
Supported.
Sustainable.
Letting you make better informed decisions in real time on how to hit your targets and metrics to improve performance.
After all, we understand our client’s world – Tenzo is by restaurateurs, for restaurateurs. We will always offer unrivalled support to ensure success
And that’s not all. You’ll be reducing food and energy wastage, contributing to a greener planet by knowing exactly how much stock you’ll need at any given time.
Supercharging performance.
Unrivalled support.
Happier planet.
Brand Introductions
An internal summation of the core idea – this is unlikely to be used externally but rather as an internal device to understand Tenzo's proposition to build upon.
30 words
100 words
Tenzo powers restaurant performance. Bring your entire tech stack together in one place, get meaningful recommendations on how to hit your targets and shift from surviving to thriving.
Tenzo is the powerful Restaurant PerformanceOps platform in the palm of your hands. Tenzo brings together data from all your technologies in real time, from POS to inventory management, from reviews to labour schedulers. Allowing restaurant operators, from Head Office to General Managers, to supercharge their restaurant's performance. Enabling better collaboration between team members, predicting sales, improving performance, hitting KPIs as well as accurately knowing what that means for labour and inventory. Remove the guesswork and never be understaffed or overstaffed again and say goodbye to food wastage. Empowering you to act and improve performance. All the time. Helping your restaurant thrive.
250 words
Tenzo is powerful Restaurant PerformanceOps in the palm of your hand.
Tenzo connects the data from all your tech, in real time. From point-of-sale systems to inventory and labour scheduling, and even the data you don’t own, like weather, review sites and local event listings.
Allowing restaurant operators, from Ops to GM, from Founders to Finance, to power up their restaurant's performance. Enabling better communication and collaboration between your team members, getting everyone on the same page with a single reporting language, all based on unrivalled analytics and insights.
Think of Tenzo as your very own restaurant advisor. Helping to predict sales, measuring performance against KPIs and telling you exactly what that means for labour and inventory. Tenzo removes the guesswork, so you won’t be understaffed or overstaffed, and you can say goodbye to food wastage. You won’t have to base decisions on gut instinct alone, Tenzo can help you make data-led decisions so you can be confident that you’re making the right choice.
Tenzo’s always on hand to offer advice and guidance so that you can hit your targets. Powering up your restaurant, improving performance, all the time.
Letting you focus on more important things, like making your restaurant the happy place they are supposed to be. Helping your restaurant shift from surviving to thriving.
Happier teams. Happier customers. Happier restaurant. Happier planet.
2.0 Brand Elements
Logo
Our primary logo features below and where possible should be used in the Tenzo Orange.
You can download all formats for various application uses.
This section introduces our logo and goes into detail about its application. Always use the master logo artwork provided to ensure our logo is consistent across every application.
Colour Variations
Our logo can be placed on a white background and a black background.
Responsive Logo
Our primary logo exists in several, different and easily scalable variations. Our responsive logo features mainly online in a digitial environment.
Logotype
Where possible we always use our Primary Tenzo logo. However, where this is not possible we revert to the Responsive T logo.
Responsive T.
In certain instances the symbol can be used as a stand-alone monogram when required, such as when there is limited space. Applications include usage on social platforms, website favicon and merchandise. The monogram has the ability to be used in either the orange, white or black.
Clear Space
To maintain the consistent use of our logo across all touch-points a minimum clearspace has been established. No text or graphics can be placed within this area.
Always ensure there is 1X (X = O, in the logo) of space around the logo. When separating the logotype and symbol the minimum clearspace for each element remains at 1X
Minimum Sizes
A minimum size has been created to ensure our logo is always clearly visible.
The minimum sizes are guides only and are used as a point of reference. In print, our logo should never be smaller than 3mm based on the height of the logo. For screen applications, the minimum size is 30px.
When using the logo at smaller sizes, always carry out print and screen tests to ensure the logo is clearly readable.
Typography
This section introduces our brand and system typefaces, detailing hierarchy and type expressions.
Garnett is our lead brand typeface. It should be used across all lead collateral such as our website, social media accounts and physical material. Our headline messaging always features in regular. For body copy text, always use manrope.
System Typeface
Our system safe typeface is Arial. Please use this in shared PowerPoint and Word documents, and where the recipient doesn’t have access to our brand typefaces.
Google Typeface
Our google typeface is Marope. Please use this in shared PowerPoint and Word documents, and where the recipient doesn’t have access to our brand typefaces.
Type Hierarchy
It is important to create a consistent typographic hierarchy for producing communications. When doing so, ensure the following hierarchical principles are followed:
Colour
This section introduces our colour palette and outlines the proportions in which the colours are applied.
Our colour palette consists of 11 colours. These colours are used across our graphic language.
Orange
HEX #FD8023
RGB 255 128 0
PMS 2018 C
CMYK 0 58 95 0
Olive
HEX #afbcac
RGB 175, 188, 172
PMS 5507 C
CMYK 27 5 17 18
Peach
HEX #FED6C5
RGB 255, 128, 0
PMS N/A
CMYK 0 26 36 0
Light Stone
HEX #F9F5F6
RGB 244, 240, 241
PMS N/A
CMYK 12 13 19 0
Stone
HEX #F2EBEC
RGB 242, 235, 236
PMS N/A
CMYK 0 0 0 11
Black
HEX #000000
RGB 0 0 0
PMS N/A
CMYK 0 0 0 100
Green
HEX #0d6f6c
RGB 13, 111, 108
PMS 7474 C
CMYK 96 9 32 29
Yellow
HEX #fdba2c
RGB 253, 186, 44
PMS 7548 C
CMYK 0 12 98 0
Pink
HEX #feb6e1
RGB 254, 182, 225
PMS 2365 C
CMYK 2 30 0 0
Red
HEX #fc3b4d
RGB 252, 59, 77
PMS 1788 C
CMYK 0 88 82 0
Teal
HEX #1bafb6
RGB 27, 175, 182
PMS 3125 C
CMYK 84 0 18 0
Colour Proportions
It's important to establish clear colour usage hierarchies. This helps to establish a strong and recognisable system for the brand.
Primary colour
Our vibrant colour are used throughout the brand representing applications. The orange is our lead and used slightly more often than the others.
Secondary colours
Our secondary pallete is used mainly as background colour but can be used spairingly in other places.
Tertiary colours
Last we have our tierarty colours which are used in addition to our primary and secondary palette, mainly for charts and secondary applications.
Charting
This sections shows how charts feature within our brand language, and where the tints and colour proportions can be applied.
Highlight colour charts
When needing to highlight a key piece of data, we can make this stand out by using one primary colour and then supporting data will use our secondary greys.
Full colour charts
When differentiating information we can use a range of colours from across the palette.
Colour Tints
It's important to establish clear colour usage hierarchies. This helps to establish a strong and recognisable system for the brand. The colour proportions should be used as demonstrated.
Colour tint 1.
HEX #0d6f6c
RGB 13, 111, 108
Colour tint 2.
HEX #197f7a
RGB 25, 127, 122
Colour tint 3.
HEX #35a89d
RGB 53, 168, 157
Colour tint 4.
HEX #8fd8d1
RGB 143, 216, 209
Colour tint 1.
HEX #fd8023
RGB 253, 128, 35
Colour tint 2.
HEX #ff9c5c
RGB 255, 156, 92
Colour tint 3.
HEX #fcb086
RGB 252, 179, 134
Colour tint 4.
HEX #ffcba9
RGB 255, 203, 169
Brand shapes
Our brand shapes are a series of abstract letters, that are used across the brand from the characters, holding devices and textures.
Proportions
We use our Sprites as a visual treatment, taking inspiration from their shapes as cut outs to include in comms.
Examples
Below are some examples of how we bring together our brand shapes and photography to create key visuals for the brand.
Characters
A lot of our visual language is born from our setof illustrated characters. Built from plump letters derived from our name, they can tell the story of what ourbusiness does in a friendly and jovial way.
This section covers the use of our brand characters and some things to watch out for when using them.
How they're made
Here’s a handful of examples of our characters using all the “TENZO” letters and performing a variety of tasks related to our business. The components are delivered as a bank of assets allowing you to create a huge variety of illustrations, fit for any communication.
Tenzo shape
First, take your stylised letter – this is your body. You can pick from any of the five in ‘TENZO’, just ensure there’s a variety of letters across your communication.
Tenzo face
Next, add an expression – this is your face – made up of a mouth and eyes. Ensure you align it with what you’d like to communicate e.g. smile to convey ‘success’.
Tenzo arms and legs
Adding arms and legs can help create a sense of movement as well and hold objects relevant to the act they're communicating.
The helpful element
Using props can help reflect the exact task you want to portray. Combined with hands you can convey a variety of activities for each character to perform.
Expressions
Flicks and expressions can help add movement or emotion to characters. They’re not always needed but are a nice way to add extra flair.
Completed character
Here’s an example of a completed character. It is just one example of many different varieties.
Now, go forth and create!
Examples
Here's how they look on some real brand assets.
Watch Outs
Here's some things to be aware of when creating the characters. Generally we want to allow as much creative freedom as possible so ensure you follow the guidance whenever possible.
Always ensure you use at least a body, face, arm(s) and legs, unless space is restricted - e.g. the legs will crop off.
Don’t hide limbs behind the body. Allow arms and legs to over lap to create a playful and cartoon style.
Don’t overload the character with too many props. This can confuse the message and look messy overall.
Icons
In this section we will define the icon style and the colour combintations on various backgrounds.
Grids
We use a 12×12 grid to maintain a consistent visual structure across everything we produce.
This grid can be adapted to fit a wide range of different formats, from A4 Word documents to 16:9 PowerPoint presentations.
Landscape
Portrait
3.0 Applications
Presentation Design
Social Posts
Case Study
Tradeshow
Merchandise
4.0 Contact
If you have any queries regarding the guidelines or any specific use-case that is not covered, please contact:
sales@gotenzo.com and press@gotenzo.com