brand guide 18 june copy

WHITEGRASS BRAND MANUAL

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

Brand Style Guide 3 BRAND PROMISE What is a brand? HNG CAPITAL -Vision & Mision The Whitegrass Story & Manifesto

Brand Style Guide 4 'We are in the business of making people happy’ - Walt Disney WHAT IS BRAND? He described a simple idea that shaped everything he did. These guidelines introduce the simple idea that shapes everything we do at Whitegrass. The guidelines also explain how this simple idea is brought to life through our visual and verbal communications. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 5 HNG Capital Mission & Vision MISSION To be the esteemed regional leader in our core businesses, and making our mark in enhancing and sustaining the very essence of living — today and for generations to come VISION • To be a respected regional investment holdings company. • 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. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla

Brand Style Guide 6 The Whitegrass Story & Manifesto STORY Whitegrass, under the helm of Head Chef Takuya Yamashita, showcases classic French fare with a contemporary Japanese twist. The menu at Whitegrass focuses on using the freshest seasonal produce to create dishes that are thoughtful and respectful of nature while remaining gastronomically refined. \"Nature has and always will be my biggest inspiration. Having grown up in near the forests and mountains in Nara P refec t u re , thi s exp e r i e nc e h a s instille d in me u nwa ve rin g re spe ct for natu re 's bounty.\" ~ Chef Takuya Loc ated in the historic al CHIJMES landmark, the 40-seat restaurant boasts stellar service and a carefully curated beverage list that serves to elevate the experience of dining in this iconic venue further. MANIFESTO Whitegrass maintains a 'legacy' as a place with 'welcoming interiors, thoughtful hospitality, and seasonal menus that showcase the best i n gred i e nt s.’ We cre a te l a s t i n g expe rie n ce s th rou gh sharin g th e rich an d dive rse journeys our food and drink make before reac hing our guest 's plate. We treat our guests as long-lost friends, sharing with them our familial care, extensive knowledge, and positive energy. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum

Brand Style Guide 7 VISUAL IDENTITY Identity System Overview Incorrect Logo Usage / Integrity of the Mark Logo Clear Space Logo Colour Palette Brand Colour Palette Typography Photography Approach

Brand Style Guide 8 Identity System Overview

Logo Brand Style Guide 9 BRAND IDENTITY LOGO MINUMUM SIZE 3MM

Incorrect Logo Usage / Integrity Of Watermark Brand Style Guide 10 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 1. Recreate or retype the words 7. Overlap other graphics or text or photography 2. Stretch or alter our logo in anyway 8. Reverse logo out of a colour 3. Change our logo colour 9. Add a ring around the logo 4. Use garphic effects or outline on our logo 10. Angle the logo. Always Use it vertically reading upwards 5. Emboss the logo out of a colour background 11. Rearrange the type 6. Place our logo in a shape Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 11 Logo Clear Space x CLEAR SPACE x xx CLEAR SPACE CLEAR SPACE xx x CLEAR SPACE x Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

LoOgGoOCCoOl oLuOr UPRa lPe tAtLeET T E Brand Style Guide 12 Primary Logo Colour Secondary Logo Colour with light background with dark/ coloured backgrounds C -75 R -60 C -0 R -255 M -61 G -70 M -0 G -255 Y -53 B -78 Y -0 B -255 K -39 K -0 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 13 Brand Colour Palette Primary Colour Palette Light Grayish Orange Orangish White Dark Grayish Azure Slightly Desaturated Orange F1D8CC F1E9DE 5D6771 CBA692 C -4 R -240 C -4 R -242 C -66 R -92 C - 21 R -203 M -15 G -216 M -6 G -234 M -52 G -103 M -35 G -166 Y -16 B -204 Y -11 B -222 Y -44 B -112 Y -41 B -146 K -0 K -0 K -17 K -0 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Colour Palette efcce1 Brand Style Guide f1cdd4 14 Secondary Colour Palette cee8d4 f1dee6 92cbc3 def0e8 92cba6 929bca f0e8dd 93b8cb 5d7167 dee6f0 71675d cce5f1

Brand Style Guide 15 Typography Internal Typeface Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ External Typeface CALIBRI abcdefghijklmnopqrstuvwxyz QUESTRIAL Calibri Regular 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Questrial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Calibri Italic Calibri Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ BENTHAM abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Bentham Regular 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 16 Photography Approach Photography tips: As a restaurant that promises “Thoughtful, Seasonal and Chic” atmosphere, the food is one of the central focuses of our visual branding. We recommend using a 50MMor 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 colour palette of our food design pastel, also add minimal interesting elements to the layout like cutlery, or ingredients Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 17 Photography Approach: Food- Flat Lay Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 18 Photography Approach: 45 Degree Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 19 Photography Approach: Drinks Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 20 Photography Approach: Restaurant Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 21 VERBAL IDENTITY Introducing Our Brand Introduction Our Verbal Identity Tone Of Voice Word Bank Reservation / Phone Dialogue Verbiage

Brand Style Guide 22 Introducing Our Brand 1. BOILERPLATE (for formal introduction) Whitegrass, under the helm of Head Chef Takuya Yamashita, showcases classic French fare with a contemporary Japanese twist. The menu at Whitegrass focuses on using the freshest seasonal produce to create dishes that are thoughtful and respectful of nature while remaining gastronomically refined. \"Nature has and always will be my biggest inspiration. Having grown up in near the forests and mountains in Nara Prefecture, this experience has instilled in me unwavering respect for nature's bounty.\" ~ Chef Takuya Nestled in Singapore’s historical CHIJMES landmark, the 40-seat restaurant boasts stellar service and a carefully curated beverage list that serves to elevate the experience of dining in this iconic venue further. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 23 2. ELEVATOR PITCH (for informal introduction) “I work at Whitegrass, a restaurant focusing on the fusion of French, Japanese and Chinese cuisines located in Singapore’s historic Chijmes. We want to offer guests with an epicurean experience which will delight and surprise, providing welcoming interiors, thoughtful hospitality, and seasonal menus in a relaxed yet refined dining service.”. 3. GOOGLE META DESCRIPTION TAG H1 TEXT: Singapore French Fusion Retaurant | CHIJMES URL www.whitegrass.com.sg META TEXT: Nestled in Singapore’s historic Chijmes, Whitegrass offer welcoming interiors, thoughtful hospitality, and seasonal menus based on the fusion of French, Japanese and Chinese. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 24 Introducing Our Verbal Identity GUEST .Exixting & potential guests STAFF Communication philosophy, service standard, unique selling proposition, valu-added services. TOUR AGENCIES .Exixting & potential staff Communication philosophy, internal development & achievements, service delivery, training, .Exixting & potential travel agencies & partners Communication philosophy, internal development & achievements, service standard, unique selling proposition, value- added services, promotions Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 25 Tone Of Voice THOUGHTFUL AND CHIC We wants our tone of voice to be thoughtful and chic. This means the tones of our copy should make reader feel at ease. They should feel White- grass is a restaurant where they can relaxed and welcome, while maintaining a sense of elegance. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 26 Word Bank THOUGHTFUL SEASONAL CHIC Thinking Changing Elegant Reflective Ranging Exclusive Comtemplative Wandering Modern Impermanent Musing Well-timed Stylish Meditative Auspicious Trendy Introspective Nature Clean Philosophical Natural Minimalistic Cogitative Migrating Current Absorded Dashing Studious Farm Voguish Nursery Charming Dreamy Enviriment Fashionable Dreaming Landscape Classy Outdoors Passion Wisful Scenery Debonair Profound Seascape Spirited Green Vivacious Deep Intelligent Sensitive Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 27 Reservation / Phone Dialogue Verbiage 1. Pick up the phone Answer the telephone within 3 rings 2. Greet the guest With a friendly and smilling voice, say “Good Morning/ Afternoon/ Evenong, 3. Take a reservation xxxxx speaking, how may I assist you?” Take down all the relevant information in a courteous manner: Reservation name & contact number. “Can I have your name and contact number please?” 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 May I repeat your reservation Mr./Mrs./Ms.XXX?’ (Repeat all the information) to the guest Thank the guest (by name) for calling and wishes a plesant day/evening”. 5. Confirm the reservation Waiter/waitress or Hostess is to confirm the reservation in the morning with the guest on the between 09:00 and 11:00 hours arrival day if applicable Say we are looking forward for your arrival Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 28 APPLICATIONS Stationary : Menu Stationary : Event Menus Stationary Signage Email Sign Off Design Elements Approach

Brand Style Guide 29 Stationary : Menus Seasonal Menu Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 30 Stationary : Event Menu Event Menus Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 31 Stationary : Signage

Brand Style Guide 32 Stationary : Packaging Paper Bag www.whitegrass.com.sg Front View Side View Mock Up

Brand Style Guide 33 Stationary : Email Sign Off Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 34 Stationary : Design Element Approach