Whitegrass Manual Book REAMEND copy

WHITEGRASS BRAND MANUAL



TABLE OF CONTENT 01 BRAND PROMISE i. What is Whitegrass Brand Promise? ii. HNG Capital Sdn Bhd Mission & Vision Statement iii. The Whitegrass story and Manifesto 02 LOGO i. Identity System Overview ii. Logo Identity iii. Primary Logo Reverse iv. Logo Clear Space v. Minumum Size vi. Incorrect Logo Usage 03 THE COLOUR i. Primary Colour Palette ii. Secondary Colour Palette iii. Colour Theory 04 TYPOGRAPHY i. External Typeface ii. Internal Typeface 05 PHOTOGRAPHY i. Food ii. Drinks iii. Restaurant 06 VERBAL IDENTITY i. Introducing Our Brand ii. Introducing Our Verbal Identity iii. Voice of Tone iv. Word Bank v. Reservation/ Phone Dialogue Verbiage 07 APPLICATIONS i. Business Card ii. Paper Bag iii. Email Sign Off iv. Menu v. Event Menu vi. Signage vii. Design Element Approach

BRAND PROMISE i. What is Whitegrass Brand Promise? 01 ii. HNG Capital Mission & Vision iii. The Whitegrass Story Page 3

About Our Brand Promise I.WHITEGRASS BRAND PROMISE A brand promise is a value or experience a company’s Paying homage to the nature and hard work of our customers can expect to selected farmers and producers through the culinary receive every single time they twist of classical French fare with mandern Japanese interact with that company. The cuisine. more a company can deliver on that promise, the stronger the brand value in the mind of customers and employee Page 4

A Mission Statement defines the II.HNG CAPITAL SDN BHD company's business, its objectives MISSION & VISION STATEMENT and its approach to reach those objectives. A Vision Statement MISSION describes the desired future To be esteemed regional leader in our core businesses, and making our mark in position of the company. Elements enchancing and sustaining the very essence of living- today and for generations of Mission and Vision Statements to come are often combined to provide a statement of the company's VISION purposes, goals and values. To be a respected regional investment holding company. To position each of our respective business division as a regional Page 5 leading corporation in their respective field. To build a professional management team necessary for establishing long term sustainability of our shareholder value. To constantly grow our portfolio of investments and enrich shareholder value

A brand story and Manifesto III. THE WHITEGRASS STORY & MANIFESTO describe why your restaurant exists, its purpose, and why people Nature has and always will be our biggest inspiration when it comes to the should care about your brand. They creation of our French-Japanese cuisine. We want you to experience this build connections and trust. unprecedented dining culture by Head Chef Takuya Yamashita. Born in Nara Prefecture, a region in Japan famous for its stunning mountains and lush forests, Chef Takuya’s home instilled in him a profound reverence for nature and unwavering respect for produce. Hence, our menus are built around a passion for showcasing nature and sustainability. The ingredients used are mostly sourced from the trustworthy farmers and fishermen in Nara, with promising quality and freshness. Nature has and always will be our biggest inspiration when it comes to the creation of our French-Japanese cuisine. We want you to experience this unprecedented dining culture by Head Chef Takuya Yamashita. Born in Nara Prefecture, a region in Japan famous for its stunning mountains and lush forests, Chef Takuya’s home instilled in him a profound reverence for nature and unwavering respect for produce. Hence, our menus are built around a passion for showcasing nature and sustainability. The ingredients used are mostly sourced from the trustworthy farmers and fishermen in Nara, with promising quality and freshness. Located at the historic CHIJMES, one of Singapore’s most iconic locations, our 40-seat restaurant boasts stellar service. We have also carefully curated a beverage list to showcase makers who share our respect for their produce. Our chefs and the team love to share their knowledge about the produce used in the cuisine, offering you a personalized dining experience with a meet and greet at the end of the course. With welcoming interiors, thoughtful hospitality, and seasonal menus that showcase the best ingredients, we are ready to elevate your lifestyle for “Memo- rable Experiences” with us. Page 6

LOGO 02 i. Identity System Overview ii. Logo & Usage iii.Primary Logo Reverse iv.Logo Clear Space v. Minumum Size vi. Incorrect Logo Usage Page 7

IDENTITY SYSTEM OVERVIEW Why have brand standards and guidelines? This Brand Manual establishes the rules and guides to maintain a consistent identity system, which are to be used throughout all marketing collaterals on both online and printing materials. Our visual identity is tightly bound to our style and values of “Thoughtful, Seasonal & Chic”. Through the use of the identity system, we seek to present our welcoming vibe, friendliness, passion in hospitality and celebrate individuality.

The logo is the most important ii. LOGO & USAGE element, which symbolizing its personality, simplicity and respect for nature ICON,PANTONE 432C WORDMARK, PANTONE 432C Page 8

Logo Color Palette This refers to IIi. PRIMARY LOGO REVERSE colors used in our Logo imagery. Which color version to use? PRIMARY LOGO COLOUR with light background CMYK color breakdowns are the most common color version to use 3B464E / Pantone 432C as it allows our Brand Identity to appear uncompromised & can be SECONDARY LOGO COLOUR printed with full color imagery. with dark background RGB color breakdowns are used for ffffff screen-based applications such as Microsoft PowerPoint, the app & web based applications. Page 9

Clear space is the term for a IV. LOGO CLEARSPACE specific amount of space that a logo must have on all sides, no x matter where it is used. The reason for clear space is to ensure that a logo maximizes visibility and impact x xx Page 10

To guarantee legibility at all V.MINIMUM SIZE times, it is essential that the logo will never reproduced in smaller MINUMUM size than the size shown as below. Width: 2cm 2cm Page 11

The integrity of the logo must be VI. INCORRECT USAGE respected at all times. Don’t stretch, condense or otherwise DO NOT recreate or retype alter or manipulation it. Any the words modification of the logo confuses its meaning and diminishes its impact WHITEGRASS DO NOT change our logo colour DO NOT use garphic effects DO NOT place our logo in a shape or outline on our logo DO NOT add a ring around the logo DO NOT overlap other graphics DO NOT emboss the logo out of a or text or photography colour background DO NOT reverse logo out of a colour DO NOT angle the logo. Always use it vertically reading upward DO NOT stretch or alter our logo in anyway DO NOT rearrange the type Page 12

THE COLOUR i. Primary Colour Palette 03 ii.Secondary Colour Palette iii.Colour Theory Page 13

Primary Color Palette This refers to i. PRIMARY COLOUR PALETTE colors used in our Brand Identity. The gray ties our logo with our PAPAYA WHIP primary colors, while we strive to HEX: FEF0EB use pastel colors, the gray will be RGB: 255, 239, 211 used to create a striking logo. CYMK: 0, 5, 17, 0 BRIDESMAID HEX: FEF0EB RGB: 254, 240, 235 CYMK: 0, 5, 5, 0 ALMOND HEX: F0D8CC RGB: 240, 216, 204 CYMK: 4, 15, 16, 0 OPAL HEX: F1E9DE RGB: 169, 195, 194 CYMK: 34, 13, 22, 0 SHUTTLE GRAY HEX: 596871 RGB: 92, 103, 112 CYMK: 66, 52, 44, 17 Page 14

The secondary palette is used to ii. SECONDARY COLOUR PALETTE support and compliment the 5 primary colours. Examples of use DAWN PINK include text, background panels HEX: F1E9DE and lists. RGB: 242, 234, 222 CYMK: 4, 6, 11, 0 Page 15 EUNRY HEX: CAA591 RGB: 203, 166, 146 CYMK: 21, 35, 41, 0 CASAL HEX: F0D8CC RGB: 48, 89, 111 CYMK: 85, 58, 40, 20 PHARLAP HEX: CAA591 RGB: 168, 123, 118 CYMK: 33, 53, 47, 5 CLAM SHELL HEX: 596871 RGB: 213, 178, 174 CYMK: 16, 31, 25, 0

It is important that we use a III. COLOUR THOERY NEUTRAL consistent typeface in our MAIN communications so people MAIN recognize our look and feel. As virtually all PC’s come with NEUTRAL pre-installed typefaces we have selected a typeface to be used ACCENT for internal communications (a pre-installed typeface) and FEMININE | SOPHISTICATED | CLASSSIC another to be used by our F R I END LY | C ALM communication partners for external communications (one that our communication partners will need to have). External Typeface: Our external typefaces are ‘Questral’ & ‘Bentham’. We will use this typeface for all our external communication materials. This means that all our agencies need this typeface and they should use it for all communica-

TYPOGRAPHY i. External Typeface 04 ii. Internal Typeface Page 15

It is important that we use a I. EXTERNAL TYPEFACE consistent typeface in our communications so people HEADER & BODY recognize our look and feel. As virtually all PC’s come with PRIMARY TYPEFACE AaBb pre-installed typefaces we have selected a typeface to be used QUESTRIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ for internal communications (a abcdefghijklmnopqrstuvwxyz pre-installed typeface) and Questrial is the perfect font for body text and headlines . 1234567890 another to be used by our It's modern style, suited with past characteristics of great communication partners for typefaces, make it highly readable in any context. The external communications (one full-circle curves on many characters make Questrial a that our communication partners great font to blend seamlessly with other fonts while still will need to have). maintaining it's uniqueness. External Typeface: Our external SECONDARY TYPEFACE AaBb typefaces are ‘Questral’ & ‘Bentham’. We will use this BENTHAM ABCDEFGHIJKLMNOPQRSTUVWXYZ typeface for all our external abcdefghijklmnopqrstuvwxyz communication materials. This Bentham is inspired by the lettering of nineteenth-century 1234567890 means that all our agencies maps, gravestones and the maker’s plates of cast-iron need this typeface and they machinery. It is characterized by expressive, flowing, and should use it for all communica- bulging curves, mannered awkwardness, and the bobbles tions materials. on the terminals of its characters. Page 16

It is important that we use a II. INTERNAL TYPEFACE consistent typeface in our communications so people HEADER & BODY recognize our look and feel. As virtually all PC’s come with CALIBRI AaBb pre-installed typefaces we have selected a typeface to be used Regular / Regular Italic / Bold / Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ for internal communications (a abcdefghijklmnopqrstuvwxyz pre-installed typeface) and Calibri is a sans-serif typeface family.Calibri features 1234567890 another to be used by our subtly rounded stems and corners that are visible at communication partners for larger sizes. Its sloped form is a \"true italic\" with external communications (one handwriting influences, which are not unusual in that our communication modern sans-serif typefaces. partners will need to have). Internal Typeface: For internal communications such as Word, Power-Point and Excel documents, we have identified ‘Calibri’ as the typeface because it’s available on all our PC’s. Page 17

PHOTOGRAPHY i. Food 05 ii. Drinks iii. Restaurant Page 18

I. FOOD FLAT LAY Photography Tips: As a restaurant that promises a ‘Thoughtful, Seasonal, and Chic’ atmosphere, the food is one of the central focus- es of our visual branding. We recommend using a 50mm or 90-105mm lenses to capture flat lays, overhead and 45 degree angles. 1. Use natural daylight Dishes should always be well-lit and bright- ly composed. 2. Try to include an accent The desired color palette of our food design is pastel, also add minimal interesting elements to the layout like cutlery, or ingredients.. Page 19

FOOD 45 DEGREE Photography Tips: As a restaurant that promises a ‘Thoughtful, Seasonal, and Chic’ atmosphere, the food is one of the central focus- es of our visual branding. We recommend using a 50mm or 90-105mm lenses to capture flat lays, overhead and 45 degree angles. 1 Use natural daylight Dishes should always be well-lit and bright- ly composed. 2. Try to include an accent The desired color palette of our food design is pastel, also add minimal interesting elements to the layout like cutlery, or ingredients.. Page 20

II.DRINKS Photography Tips: As a restaurant that promises a ‘Thoughtful, Seasonal, and Chic’ atmosphere, the food is one of the central focus- es of our visual branding. We recommend using a 50mm or 90-105mm lenses to capture flat lays, overhead and 45 degree angles. 1. Use natural daylight Dishes should always be well-lit and bright- ly composed. 2. Try to include an accent The desired color palette of our food design is pastel, also add minimal interesting elements to the layout like cutlery, or ingredients.. Page 21

III.RESTAURANT Photography Tips: As a restaurant that promises a ‘welcoming interiors and thoughtful hospitality’ atmosphere, the oval dining room is the central focus of our outlet photography. We recommend using a wide-angle lens to capture the entirety of the room. 1. Always use natural daylight Everyone likes a well-lit room. Draw the black out curtains, shoot on a sunny day and make sure every- thing looks bright and comfortable. 2. Try to include an accent The color palette of our rooms are pastel, so adding a fresh color accent like a fresh flowers. Page 22

VERBAL IDENTITY i. Introducing Our Brand 06 ii. Introducing Our Verbal Identity Page 23 iii. Tone Of Voice iv. Word Bank v. Reservation/ Phone Dialogue Verbiage

This guide is to help you write I.INTRODUCING OUR BRAND abbreviated copy for Whitegrass’ brand. 1. ELEVATOR PITCH (FOR INFORMAL MEETINGS) “I work at Whitegrass, a fine-dining French-Japanese restaurant located in CHIJMES. 1. Elevator Pitch (for informal Our menus are built around a passion for showcasing nature and sustainability. And meetings) The elevator pitch is a the menu changes every 2 months based on the seasonal ingredients.” short summary of what your organization does and what 2. GOOGLE META DESCRIPTION TAG makes it unique. Staff might use it H1 Text: Singapore French Fusion Restaurant | Whitegrass | Chijmes at informal meetings to introduce URL: www.whitegrass.com.sg the company and what they do. Meta text: Nestled in Singapore’s historic CHJIMES, Whitegrass offers welcoming interiors, thoughtful hospitality and seasonal menus based on the fusion of French and 2. Google Meta Description Tag Japanese. The meta description tag is a short write-up of what your company does. It appears below the title of your website’s search result. This write-up should: • Be less than 22 words or 155 characters (or your writeup will be cut off) • Include all search terms that will help stakeholders find your website Page 24

A guide to writing for the White- II. INTRODUCING OUR VERBAL IDENTITY grass brand. This document is a guide for people who are tasked Existing & potential guests with writing for the Whitegrass brand & developing it’s communi- Communication philosophy, service standard, unique selling cations materials – both internal & proposition, value-added services. external parties. A compass for writers (not a GUEST strait-jacket). In this regard, it provides a foundation to inspire Existing & potential staff writers and leaves room for them to exercise their creativity. Communication philosophy, internal development & achievements, A means to create a distinct verbal service delivery, training, hiring, career development style for our brand. Together with the visual identity, the verbal STAFF identity ensures the brand communicates in a way that Existing & potential travel agencies & partners reinforces our proposition ‘Memo- rable Experiences’ and our brand Communication philosophy, internal development & achievements, attributes: service standard, unique selling proposition, value- added services, promotions 1. Thoughtful 2. Seasonal 3. Chic TOUR AGENCIES Page 25

The tone of voice is the tone in III. TONE OF VOICE which we would like to address people. “ THOUGHTFUL AND CHIC ” Our tone of voice should reflect our ‘thoughtful & chic’ personality. We want our tone of voice to be thoughtful and Chic. This means the On the right are some tips to tone of our copy should make readers feel at ease. They should feel inspire you. Whitegrass is a restaurant where they can feel relaxed and welcome, while maintaining a sense of elegance. Do’s: 1. Use sound and literary effects to flavor your writing: alliteration, rhyme, rhythm and repetition 2. Think how your most elegant friends talk and borrow their language 3. Be inspired by the world of culture (poetry, music, cinema & literature) 4. Make it easy for customers to understand your headlines, so make them short & sweet Don’ts: 1. Be coarse, blunt or boring 2. Confuse your readers 3. Rush your writin Page 26

Phrases that might be helpful in IV. WORDBANK creating copy Thoughtful Thinking, Reflective, Comtemplative, Musing, Meditative, Introspective, Philosophical, Cogitative, Absorded, Studious, Dreamy, Dreaming, Wistful, Profound, Deep, Intelligent, Sensitive Seasonal Changing, Ranging, Wandering, Impermanent, Well-timed, Auspicious ,Nature, Natural, Migrating, Farm, Nursery, Environment, Landscape, Outdoors, Scenery, Seascape, Green Chic Elegant, Exclusive,Modern Stylish, Trendy, Clean, Minimalistic, Current, Dashing, Voguish, Charming, Fashionable, Classy, Passion, Debonair, Spirited, Vivacious Page 27

For restaurants, the telephone plays V. RESERVATION/ PHONE DIALOGUE VERBIAGE a major part in daily operations. This is because restaurants need them in 1. Pick up the phone order to call out and contact vendors, business associates, and Answer the telephone within 3 rings clients or customers. They are also valuable in that they open a door of 2. Greet the guest communication with customers by allowing them to contact the With a friendly and smilling voice, say “Good Morning/ Afternoon/ Evenong, business at any time during its hours xxxxx speaking, how may I assist you?” of operation to make reservations and enquiries. As important as the 3. Take a reservation phone is, it is just as important that businesses know the difference Take down all the relevant information in a courteous manner: between what is good and what is Reservation name & contact number. “Can I have your name and contact number please?” bad phone etiquette. Number of guest. “May I know reservation for how many person?” Arrival date & time. “May i have your reservation date & time please?” Page 28 Name of the caller,date & time. Contact telephone number or mail address. 4. Repeat the reservation to the guest May I repeat your reservation Mr./Mrs./Ms.XXX?’ (Repeat all the information) Thank the guest (by name) for calling and wishes a plesant day/evening”. 5. Confirm the reservation with the guest on the arrival day if applicable Waiter/waitress or Hostess is to confirm the reservation in the morning between 09:00 and 11:00 hours Say we are looking forward for your arrival

APPLICATION ii. Business Card 07 ii. Paper Bag Page 29 iii. Email Sign Off iv. Menu v. Event Menu vi. Signage vii. Design Element Approach

.This business card will be used for i. BUSINESS CARD all official contact and communica- tion of our company. These are the approved layouts. Always use double sided cards. Address Whitegrass Restaurant Takuya Yamashita 30 Victoria St, #01-26/27, Chijmes Singapore 187996 Restaurant +65 6837 0402 Executive Chef Mobile +65 8298 0638 www.whitegrass.com.sg Office + 65 6837 0346 M +65 9458 1589 Kitchen +65 6837 0393 [email protected] Fax +65 6909 9722 E [email protected] 30 Victoria Street, #01-26/27, Chijmes Singapore 187996 T +65 6837 0402 www.whitegrass.com.sg fb.com/whitegrasssg IG: @whitegrass.sg DIMENSION: PAPER: 85 x 55 mm KIV Page 30

ii. PAPER BAG www.whitegrass.com.sg The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. Dimension : XXXXXXXX www.whitegrass.com.sg Page 31

For internal emails, and external iii. EMAIL SIGN OFF replies/forwards: In long e-mail conversation strings or emails within the company, it may be inconvenient to use the full compo- sition of your signature. In reply/for- ward messages, it is better to keep the signature as short as possible. FONT TYPE: SIZE: COLOUR: CALIBRI 10pt Black Page 32

IV. MENU The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. Whitegrass menus are created by seasons and design should reflect that accordingly. Minimal nature elements such as leaves, or flowers accent the menu is a subdued manner. Dimension : A5 Page 33

V. EVENT MENU The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. Whitegrass event menus are designed around a core topic, which is in line with the theme of the event. Menus can be dynamic and bold to reflect the uniqueness of the event. Minimal F&B elements such as bottles, or food items accent the menu to create an eye-catching component Dimension : A5 Page 34

VI. SIGNAGE The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. Whitegrass event menus are designed around a core topic, which is in line with the theme of the event. Menus can be dynamic and bold to reflect the uniqueness of the event. Minimal F&B elements such as bottles, or food items accent the menu to create an eye-catching component Dimension : A1/ A0 Page 35

VII. DESIGN ELEMENT & APPROACH The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capita Page 36