WheyHey Brand Guide
Updated: June 2024
Introduction
Welcome! WheyHey is on a mission to unleash outrageous energy into everyday wellbeing. Our brand is a unique recipe crafted to grab our customers’ attention and enable an outrageous life.
Throughout our guide you will find the key ingredients needed to deliver the WheyHey brand effectively, encompassing our purpose, our values, our tone of voice, logo, colour, typography, photography and plenty of practical examples of how our design recipe comes to life.
Like all good recipes, ingredients can adapt and change over time - regularly referring to this guide will ensure we always have a delicious outcome.
Our Purpose
At WheyHey we believe wellbeing doesn't have to be wellboring. Our purpose defines everything we do and drives how our products and brands come to life.
Our Manifesto
Healthy food always sounds like a great idea. But doesn’t always taste like it. Most options sound more well-meaning than mouth-watering. We know it’s what we should be eating, but it doesn’t exactly set the tastebuds tingling.
So this might sound a bit outrageous, but we think it’s time to throw caution to the wind and give in to temptation. Indulge yourself.
But WheyHey isn’t about living dangerously, because you’ll be living healthily. We’re about shaking up the food industry. Setting you free from the punishing fads and ruthless regimes. Giving you not just what you crave, but what your body needs.
It’s not about giving stuff up, it’s about giving the boring stuff up. So say push off to unpalatable powder shakes. Toss aside tasteless salads. And say WheyHey.
We’re putting the fun in functional.
Because when you can embrace the extravagant and are full of the good stuff - you live outrageously well.
More delicious, more nutritious.
WheyHey!
Our Principles
Energy and Ecstasy
Our products are mouth-wateringly delicious and outrageously good for you, so you can love what you eat AND lead an active life. Let’s make people eager to indulge in our products - and be clear about the energy they’ll feel when they do!
Vibrancy
We don’t believe eating well is eating dull. We love big flavours and embrace the rainbow / colourful ingredients: because when you eat a bit of everything you love, your life’s more vibrant and full of joy.
Authenticity
Our food has substance, because we believe you deserve to enjoy real food. Our products are made with quality, wholesome and natural ingredients for a filling snack/meal.
Everyday Accessible
We’re super convenient and approachable: creating insanely tasty food you’d make and eat every day - whether on the go, or in the comfort of your own home.
Logo
Our logo is our core ingredient, it is a confident expression of who we are.
The WheyHey logo
This is the WheyHey logo, It it has been carefully crafted to be a joyous symbol, uplifting and energetic to reflect the spirited nature of the brand.
Simplicity is key with our logo - always use the supplied artwork and the colour pairings detailed in the colour section.
On Colour
The WheyHey logo should be primarily displayed reversed out of the dark blue colour in the lighter WheyHey White.
For more information see the colour section.
On dark background
On light background
Logo Size
Like our bold mission, we use our logo unapologetically to signify our brand loud and proud. It should always appear as large as possible/appropriate to the canvas size.
Please refer to the Packaging section for further information on how this works on pack etc.
Clear Space
We're not like other brands, and we're loud and proud of our logo. It should always appear as large as possible/appropriate. For this reason the rule for clear space is a minimum of 1/16 of the total height.
Logo Placement
Our brand mark is designed to be anchored to the top or the bottom of compositions to give prominence and build brand recognition with our customers.
In some instances, the logo may need to be anchored differently but this should be avoided as much as possible.
Logo on photography
Legibility is essential when combining our logo with photography. We must always ensure appropriate contrast with the image beneath. Avoid placing the logo on busy or crowded areas of the image.
Please refer to our photography section for guidance on the type of imagery that should be used.
Do's and Don't
Our core ingredient should always be kept as supplied. Do not alter the shape or angles of the logo and never apply textures, effects, or warp any elements of the logo.
Orientation
The WheyHey logo and its angles are crafted. It should never be rotated to sit at any other angle as shown in red below.
Distortion
We're all about outrageous, but our logo has just the right amount, don't distort, twist, or stretch it like shown in red here.
Additional logo advice
Occasionally the logo is used in context with other logos, or in restricted sized formats like for sociual media, advice can be found here.
Partnership Logos
We work with several partners to create and distribute our products. Ensure you are following clear space rules when creating these lockups.
More irregular partner logos may need optical adjustment. This should be determined by the designer’s discretion.
Social/Favicon Logo
For social channels and website favicons, we use a shortened version of the logo which retains the energy of our existing mark. This is the only permitted use of this logo and it shouldn't be used in any other applications.
Colour
An essential ingredient in our recipe. It gives WheyHey products a fresh and tasty look, with a palette drawn straight from our food.
Colour System
When we talk about colour in the WheyHey brand we talk about these two categories:
01. Key Colours
We use a signature colour pair for brand recognition, both inspired by the world of whey protein. These are what we would call our "brand colours".
02. Flavour Colours
For our secondary palette, we take inspiration from our flavours. These are product-specific pairings designed to feel modern and bright - pushing beyond category norms.
Colour Pairings
Our colours are always used in pairs and can be reversed to give our brand flexibility and a dynamic feel. These pairs should never be mixed and combined in ways other than those detailed below.
O1. Key Colours
Our key colours are Whey Dark and Whey Light, both drawn from the world of whey protein. These are selected to stand out from the traditional black of the protein category. They have also been chosen to offer flexibility to reverse the colours as shown below.
Our Key Colours
Whey Light
HEX: #EFECEA
RGB: 239, 236, 234
CMYK: 5, 5, 5, 0
Pantone: 663C
Whey Dark
HEX: #1D1627
RGB: 29, 22, 38
CMYK: 80, 80, 55, 70
Pantone: 296CP
02. Flavour Colours
Each flavour we produce has it's own exciting pair of two distinct colours, designed to be reversed for flexibility.
Savoury Flavours
BBQ Core
HEX: #7A2816
RGB: 122, 39, 22
CMYK 30, 90, 100, 40
Pantone: 7629 CP
BBQ Secondary
HEX: #F3716D
RGB: 241, 113, 108
CMYK 0, 70, 50, 0
Pantone: 7629 CP
Salt & Pepper Core
HEX: #B1DED3
RGB: 177, 222, 211
CMYK 30,0,20,0
Pantone: 2225 CP
Salt & Pepper Secondary
HEX: #008242
RGB: 0, 129, 66
CMYK 90, 25, 100, 10
Pantone: 356 CP
Teriyaki Core
HEX: #7C1649
RGB: 124, 22, 73
CMYK 40, 100, 45, 30
Pantone: 225 CP
Teriyaki Secondary
HEX: #FFE293
RGB: 255, 226, 147
CMYK 0, 10, 50, 0
Pantone: 7401 CP
Tikka Core
HEX: #F79433
RGB: 247, 148, 51
CMYK: 0, 50, 90, 0
Pantone: 157 CP
Tikka Secondary
HEX: #742F18
RGB: 116, 47, 24
CMYK 35, 85, 100, 40
Pantone: 168 CP
Meat Feast Core
HEX: #FBBD97
RGB: 251, 189, 151
CMYK: 0, 30, 40, 0
Pantone: 2309 CP
Meat Feast Secondary
HEX: #DA2128
RGB: 218, 33, 40
CMYK 10, 100, 100, 0
Pantone: 3556 CP
Singapore Noodles Core
HEX: #E9C31E
RGB: 233, 195, 30
CMYK: 10, 20, 100, 0
Pantone: 122 CP
Singapore Noodles Secondary
HEX: #275027
RGB: 39, 81, 37
CMYK 80, 40, 100, 45
Pantone: 349 CP
Bolognese Core
HEX: #ED1B2F
RGB: 237, 27, 47
CMYK: 0, 100, 90, 0
Pantone: 199 CP
Bolognese Secondary
HEX: #580E0C
RGB: 89, 14, 14
CMYK: 35, 95, 90, 60
Pantone: 4975 CP
Katsu Core
HEX: #9A4F24
RGB: 154, 79, 36
CMYK: 30, 75, 100, 20
Pantone: 724 CP
Katsu Secondary
HEX: #E8EDAD
RGB: 232, 237, 173
CMYK: 10, 0, 40, 0
Pantone: 7485 CP
Peri Peri Core
HEX: #D95841
RGB: 217, 88, 65
CMYK: 10, 80, 80, 0
Pantone: 2027 CP
Peri Peri Secondary
HEX: #FDB933
RGB: 253, 185, 51
CMYK: 0, 30, 90, 0
Pantone: 7408 CP
Sweet Flavours
Strawberry Core
HEX: #F6ADCD
RGB: 246, 173, 205
CMYK: 0, 40, 0, 0
Pantone: 2365 CP
Strawberry Secondary
HEX: #DA2032
RGB: 218, 32, 50
CMYK: 10, 100, 90, 0
Pantone: 186 CP
Vanilla Core
HEX: #FFFAC2
RGB: 255, 250, 194
CMYK: 0, 0, 30, 0
Vanilla Secondary
HEX: #2C2620
RGB: 44, 38, 32
CMYK: 65, 65, 70, 70
Pantone: 2027 CP
Milk Core
HEX: #9ED2F1
RGB: 158, 210, 241
CMYK: 35, 5, 0, 0
Pantone: 2975 CP
Milk Secondary
HEX: #4B5DA9
RGB: 75, 93, 169
CMYK: 80, 70, 0, 0
Pantone: 2027 CP
Blueberry Core
HEX: #A5B8CE
RGB: 165, 184, 206
CMYK: 35, 20, 10, 0
Pantone: 644 CP
Blueberry Secondary
HEX: #2F2E7D
RGB: 47, 46, 125
CMYK: 100, 100, 15, 5
Salted Caramel Core
HEX: #BA692D
RGB: 186, 105, 45
CMYK: 20, 65, 95, 10
Pantone: 7414 CP
Salted Caramel Secondary
HEX: #FCD0AF
RGB: 252, 208, 175
CMYK: 0, 20, 30, 0
Pantone: 475 CP
Mint Choc Chip Core
HEX: #E5F0D3
RGB: 229, 240, 211
CMYK: 10, 0, 20, 0
Pantone: 621 CP
Mint Choc Chip Secondary
HEX: #5A3D28
RGB: 90, 61, 40
CMYK: 45, 65, 80, 50
Pantone: 476 CP
Cookie Dough Core
HEX: #FBBB76
RGB: 251, 187, 118
CMYK: 0, 30, 60, 0
Pantone: 713 CP
Cookie Dough Secondary
HEX: #A1472D
RGB: 161, 71, 45
CMYK: 25, 80, 90, 20
Pantone: 7587 CP
Chocolate Core
HEX: #602D1A
RGB: 96, 45, 26
CMYK: 40, 80, 90, 50
Pantone: 2322 CP
Chocolate Secondary
HEX: #E1A49E
RGB: 225, 164, 158
CMYK: 10, 40, 30, 0
Pantone: 2027 CP
Applying Colour
To deliver a successful brand, we must use our colour in specific ways to ensure we create brand recognition whilst also highlighting the flavour and protein cues of our products.
Brand Focused
As noted above, all brand communication focusing on the brand itself should use our Key Colours.
For example, communication which details:
- Our mission
- Our product benefits
- Our purpose
- OR shows more than one product together
Product Focused
When we focus on a specific product and its flavour/nutritional profile then we use its corresponding colour pair. These can be reversed depending on the composition - this is at the designer’s discretion.
Never use an alternative flavour pair to a product’s designated colour.
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Typography
The WheyHey typographic system makes simple use of three fonts packed with personality and all selected for their ingredients.
Our Key Font
Our key font is Recoletta Semibold. We use Recoletta for the big flavour and moment messaging only.
Recoleta in use
Secondary Font
Our secondary font is Radial, we use Bold and Regular weights. Bold for the bigger nutritional callouts, and regular for softer on pack moments.
We use Radial Bold to make our Nutritional values and Protein callouts as strong and attention-grabbing as possible on-pack and in-store.
Radial in use on pack
Our Tertiary Font
Our tertiary font, General Sans, is used in for details and legalities across our packaging. It has been selected due to its high legibility and compact profile for on-pack messaging. It's use is limited and should be used sparingly.
Type Relationship
When combining our typefaces each has a distinct responsibility.
Communications should always lead with Recoleta - drawing our customers in with big flavour moments. This is supported by Radial which reinforces our protein and nutritional credentials. Finally General Sans delivers the hardworking details and legalities required on pack.
Licensing
Each of our fonts has been licensed for use across our brand. Recoleta and Radial have been specially selected for our brand and have limited licenses available.
General Sans is free to use and is available from Fontshare.
For further questions about font licensing and restricted usage please contact xxx@wheyhey.com
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Photography
The last ingredient in our recipe is photography. It is essential to showcase our products.
Photography Style
Our photography style is vibrant, authentic, full of movement and makes our food look irresistible. Our photography always reflects our purpose aiming to evoke ease and satisfaction in the everyday - as if the viewer were enjoying a home-cooked meal. We want the food to appear in equal parts indulgent and wholesome.
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Packaging
We bring all our ingredients together in a clear system.
Our packaging has specific guidance to ensure uniformity across our range no matter the product.
Colour
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Nutritional Information
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Spacing and Layout
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In use
Our brand comes to life in a multitude of ways and always delivers outrageous energy and flavour.
This section is regularly updated with a range of examples and executions of our brand.
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Templates
To make application of our brand as seamless as possible we have a range of templates avaliable to download.
For questions or guidance,
contact the Brand team:
xxx xx xxx
Brand Manager
xxxxx@wheyhey.com
xxx xx xxx
Social Manager
xxxxx@wheyhey.com
© 2024 WheyHey