Whitegrass Manual Book copy

WHITEGRASS BRAND MANUAL



TABLE OF CONTENT 1.THE BRAND a.What is a Brand? b. Vision & Mission c.The Whitegrass story & Manifesto 2.VISUAL IDENTITY a.Identity System Overview b. Incorrect Logo Uage /Integerity of the Mark c.Logo Clear Space d.Logo Colour Palette e.Brand Colour Palette f.Typography g.Photography Aprocoach 3.VERBAL IDENTITY a.Introducing Our Brand b.Introducing Our Verbal Identity c.Logo Clear Space d.Logo Colour Palette e.Brand Colour Palette f.Typography g.Photography Aprocoach 4.APPLICATIONS a.Stationary : Menus b.Stationary : Events Menu c.Stationary : Signage d.Email Sign Off e.Design Elements

BRAND PROMISE What is Brand Promise? 01 HNG Capital Mission & Vision The Whitegrass Story

WHAT IS BRAND PROMISE ? A brand promise is a value or experience a company's custom- ers can expect to receive every single time they interact with that company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employee

A Mission Statement defines the HNG CAPITAL MISSION & VISION company's business, its objectives and its approach to reach those MISSION objectives. A Vision Statement To be esteemed regional leader in our core businesses, and making our mark in describes the desired future enchancing and sustaining the very essence of living- today and for generations position of the company. Elements to come of Mission and Vision Statements are often combined to provide a VISION statement of the company's To be a respected regional investment holding company. purposes, goals and values. To position each of our respective business division as a regional 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 THE WHITEGRASS STORY 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.

LOGO 02 Logo Primary Logo Logo Clear Space Minumum Size Incorrect Logo Usage

The logo is the most important LOGO & USAGE element, which symbolizing its personality, simplicity and respect for nature

Logo Color Palette This refers to 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 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.

Clear space is the term for a 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

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

The integrity of the logo must be INCORRECT USAGE respected at all times. Don’t stretch, condense or otherwise 1. Recreate or retype the words alter or manipulation it. Any 2. Stretch or alter our logo in anyway modification of the logo confuses 3. Change our logo colour its meaning and diminishes its 4. Use garphic effects or outline on our logo impact 5. Emboss the logo out of a colour background 6. Place our logo in a shape WHITEGRASS 7. Overlap other graphics or text or photography 8. Reverse logo out of a colour 9. Add a ring around the logo 10. Angle the logo. Always use it vertically reading upwards 11. Rearrange the type

THE COLOUR Primary Colour Palette 03 Secondary Colour Palette

Primary Color Palette This refers to PRIMARY COLOUR PALETTE colors used in our Brand Identity. The gray ties our logo with our BRIDESMAID primary colors, while we strive to WEB: FEF0EB use pastel colors, the gray will be RGB: 254, 240, 235 used to create a striking logo. CYMK: 0, 5, 5, 0 DAWN PINK WEB: F1E9DE RGB: 242, 234, 222 CYMK: 4, 6, 11, 0 ALMOND WEB: F0D8CC RGB: 240, 216, 204 CYMK: 4, 15, 16, 0 EUNRY WEB: CAA591 RGB: 203, 166, 146 CYMK: 21, 35, 41, 0 SHUTTLE GRAY WEB: 596871 RGB: 92, 103, 112 CYMK: 66, 52, 44, 17

The secondary palette is used to SECONDARY COLOUR PALETTE support and compliment the 5 primary colours. Examples of use PAPAYA WHIP include text, background panels WEB: FEF0EB and lists. RGB: 255, 239, 211 CYMK: 0, 5, 17, 0 OPAL WEB: F1E9DE RGB: 169, 195, 194 CYMK: 34, 13, 22, 0 CASAL WEB: F0D8CC RGB: 48, 89, 111 CYMK: 85, 58, 40, 20 PHARLAP WEB: CAA591 RGB: 168, 123, 118 CYMK: 33, 53, 47, 5 CLAM SHELL WEB: 596871 RGB: 213, 178, 174 CYMK: 16, 31, 25, 0

TYPOGRAPHY External Typeface 04 Internal Typeface

It is important that we use a EXTERNAL TYPEFACE consistent typeface in our communications so people HEADER & BODY recognize our look and feel. As virtually all PC’s come with BENTHAM QUESTRIAL pre-installed typefaces we have selected a typeface to be used ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ for internal communications (a abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz pre-installed typeface) and 1234567890 1234567890 another to be used by our communication partners for AaBb AaBb 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-

It is important that we use a EXTERNAL TYPEFACE consistent typeface in our communications so people HEADER & BODY recognize our look and feel. As virtually all PC’s come with QUESTRIAL pre-installed typefaces we have ABCDEFGHIJKLMNOPQRSTUVWXYZ selected a typeface to be used abcdefghijklmnopqrstuvwxyz for internal communications (a 1234567890 pre-installed typeface) and another to be used by our Regular / Regular Italic / Bold / Bold Italic communication partners for external communications (one AaBb that our communication 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.

PHOTOGRAPHY Food 05 Drinks Restaurant

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. Always use natural daylight Dishes should always be well-lit and brightly 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..

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. Always use natural daylight Dishes should always be well-lit and brightly 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..

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. Always use natural daylight Dishes should always be well-lit and brightly 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..

RESTAURANT Photography Tips: As a restaurant that promises a ‘welcoming interiors and thoughtful hospitali- ty’ atmosphere, the oval dining room is the central focus of our outlet photography. We recom- mend 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 everything 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.

VERBAL IDENTITY Introducing Our Brand 06 Introducing Our Verbal Identity Tone Of Voice Word Bank Reservation/ Phone Dialogue Verbiage

This guide is to help you write 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

A guide to writing for the White- 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

The tone of voice is the tone in 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

Phrases that might be helpful in 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

For restaurants, the telephone plays 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?” 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 Name Card 07 Menu Event Menu Email Sign Off Design Element Approach

.This business card will be used for 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

For internal emails, and external 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: 85 x 55 mm 10pt Black

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

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

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

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