BB Box Brand Style Guide

STYLE GUIDE LYDIA STRACK

TA B L E OF CONTENTS

WHAT ON EARTH? .................................................................................... 2 Q U E S T I O N S? .............................................................................................. 3 MISSION ..................................................................................................... 4 VISION ........................................................................................................ 5 OUR STORY ................................................................................................ 6 OUR IDENTITY .......................................................................................... 8 LOGO ............................................................................................................ 10 USAGE ......................................................................................................... 12 GRAPHICS .................................................................................................. 14 LOGO MOCKUP .......................................................................................... 18 INCORRECT USAGE .................................................................................. 20 TYPOGRAPHY ............................................................................................ 22 COLOR PALETTE ....................................................................................... 24 IMAGERY ..................................................................................................... 26 AD CAMPAIGNS ......................................................................................... 28 AD MOCKUP ............................................................................................... 30 SOCIAL MEDIA .......................................................................................... 32 WEB PRESENCE ........................................................................................ 34 WEB MOCKUP ............................................................................................ 36 1

WHAT ON EARTH? So, just what exactly is this document? This document is the Brand Style Guide for BB Box. It contains guidelines for the Marketing, Creative, Product, and Sales Teams to follow so we maintain a cohesive brand look and feel throughout all touchpoints with the public. This includes all marketing collateral and assets (printed or web), correspondences, products, etc. It’s important to keep a consistent brand look, feel, and voice so partners and customers alike can get to know who we are and grow to love us — cuz let’s be real, why wouldn’t they? We’re pretty darn awesome! 2

Still scratching your head after reading through this whole thing? No problem! Reach out to the Creative Team to get your questions answered. Lydia Strack Lead Designer [email protected] (805) 965-0581 QUESTIONS? 3

MISSION We want to reduce environmental impacts of disposable plastics by reimagining the food industry’s takeout culture and transforming it into a circular and sustainable system. 4

We want this to BE HAPPY. BE KIND. become a global social movement that changes 5 the way people think about disposable plastics and emboldens them to take collective action to help save the environment in all aspects of life. VISION

OUR STORY recycling bins? Weren’t those getting recycled? Unlikely, as most of it just BB Box (BamBoo Box) was born out ends up buried, burned, or in the ocean. of immense passion for wanting But what about all those little triangle to do what’s right, not only for the recycling symbols with a number in the environment but for all life that dwells middle? Don’t those mean we’re doing within it. the right thing by recycling those? What was wrong was that Big Oil Nope. You guessed it, more lies. Lobbied has been feeding lies to the public by the oil and plastic executives to for nearly half a century (I know, big greenwash plastic products and to surprise). confuse consumers so we can all feel 400 billion lies told a year by Big Oil, better about using plastic. each lie equating to more profits to For us, that was the last plastic straw their bottom line. Of the more than that fell and broke the camel’s back — 8.3 billion metric tons of plastic ever the final betrayal. We knew we wanted produced on Earth, roughly 9% has ever to — no, had to do something about been recycled. it. We don’t want to feel better, we But what about all the plastic takeout want to do better. So in the midst of containers or plastic forks and spoons the COVID-19 pandemic in 2020, as we thoughtfully washed and put in the disposable plastic takeout containers and utensils were exploding out of recycling bins everywhere (and realizing that most of it won’t actually get recycled), BB Box was founded to combat all the big lies Big Oil keeps telling us. We wanted to offer a truly better alternative. Because the truth is, we can’t count on plastic recycling anymore and therefore, we can no longer count on using plastic. 6

We believe the convenience of eating “Of the more than takeout does not need to come at the 8.3 billion metric expense of the environment. We just tons of plastic ever need to reimagine our current takeout produced on Earth, culture and transform it into a system roughly 9% has that is circular and sustainable. ”ever been recycled. No more disposables, only reusables. No more plastic, only compostable 7 materials. No more cradle to grave products, only cradle to cradle. By replacing disposable plastics with reusable and compostable bamboo fiber products, we are one step closer to becoming a more sustainable society for future generations. It isn’t enough that we are only helping reduce future plastic usage. We also need to help clean up the damage that has already been done. That is why 5% of annual profits will go towards plastic clean up in oceans and another 5% will go towards researching cutting-edge technology that will help degrade existing plastics that can no longer be reused. We at BB Box will always tell the truth and nothing but the truth, because that’s just who we are. And if we act together, we can save our planet from Big Oil so our future generations can thrive in a safe and clean environment — one we can be proud of and not filled with toxins and trash.

OUR IDENTITY There is a lot of symbolism in our brand identity because there are deeper and greater meanings to our work than just making a profit. In fact, we don’t even see ourselves as being profit- oriented. We see our work as a public service to our home, Earth. There’s a big problem and somebody’s gotta solve it, so it may as well be us. The profits we make is not meant to make us “rich,” it is meant to be reinvested in this fight against Earth’s deterioration. BRAND VOICE Our brand voice is playful, fun, humorous, energetic, hip, youthful, welcoming, friendly, and never judgmental. We don’t believe in shaming or guilt- tripping people into action. However, we also don’t sugar coat the hard facts and realities of Earth’s declining situation. We are straightforward and always truthful. Though the realities are alarming, we want to harbor an inviting space for people to explore at their own pace and interest level because we believe the only way to truly save the environment is if everyone is as passionate about it as we are. Since our brand voice is fun and youthful, we don’t use proper English and often use a lot of slang or texting abbreviations. Words like, “gonna, plz, thx, omg” are all perfectly on brand! 8

LOGO M E A N I N G Our logo name and imagery represents the source from which our products are created from (bamboo) and it also serves as a reminder of the precious wildlife we are trying to preserve (represented by the endangered pandas) through the use of our products and services. The logo name is encased in a rounded square to further emphasize the “Box” in our name. People often ask for a “to-go box” at the end of a meal at restaurants — we hope to replace that one day and instead hear people asking, “Could I get a BB Box?” BE HAPPY. BE KIND. TAGLINE MEANING The tagline plays off of the “BB” in the logo name to give it something easy and catchy to say — like, “Be Happy. Be Kind. BB Box.” But more than just a phrase with alliteration, the tagline also represents our customers’ experience when they use our products and services. They can be happy about eating out because they don’t need to stress about cooking or cleaning. They can also be happy about the fact that they are not contributing to the landfill. But most of all, they can be happy about being kind to the environment when they choose to use our products and services. The tagline is to always be used with the logo in print or web ads when there is nothing else crowding the logo or tagline. 9

LOGO The logo is a blend of a logomark and a wordmark since the letter LO G O B was transformed into pandas. LO G O BE HAPPY. BE KIND. + S LO G A N BE HAPPY. BE KIND. CO LO R LO G O 10

When appearing as a complete The B&W logo should only logo, it is always on a white be used if the brand colors background, never transparent. cannot be achieved. BE HAPPY. BE KIND. BE HAPPY. BE KIND. B&W LO G O 11

USAGE LO G O EXCEPTION The primary logo to use is the logo in color on a light background without the The only time the logo can appear without slogan, as that is most versatile. the bounding square box is if the logo A big part of our marketing campaign is required to be put inside a bounding is using restaurant food photos so the circle — such as, the profile photo for logo can and should be placed over Facebook or Instagram. Even with the photos. When placed on a photo, the bounding box removed, the background logo should be in a corner and not over of the logo should still be white. a busy background. Besides these unique situations, the The logo + slogan should only be used logo should always appear inside the if it is not near any other text. It should bounding square. generally be a standalone logo. P R I M A RY LO G O 12

1” S PA C E REQUIREMENTS BE HAPPY. BE KIND. This is the minimum clearance that must The minimum size for bounding surround the logo at all times. It should square of the logo is 1” x 1”. be clear of any other graphics or text. The bounding square of the logo The top, bottom, left, and right clearance should be 10% of the shortest side are all the same, which is the height of of the ad. the letter “O” from the logo. BE HAPPY. BE KIND. 13 SIZE REQUIREMENTS

GRAPHICS SAMPLE PAT TERN PAT T E R N S There is a lot of room for play when creating patterns or comic graphics. There is no “one right way” to do it. However, here are some guidelines to help you observe best brand practices. The graphic above has a transparent When making collateral patterns, only background and no surrounding square accent the edges with enlarged and mostly or bamboo line details. Note that this cut-off portions of the graphic — which is NOT the logo and should NEVER be part of the graphic is showing should be used in place of the logo. This is only to nearly unrecognizable. Do not show the be used for making graphic patterns or panda face as a pattern. Do not break up, creating comics. stretch, distort, overlap, crowd, or recolor 14 the graphic in any way. However, you may rotate or mirror the graphic as you see fit. This style guide is a good example of how to create patterns on collateral.

MASCOTS always look proportional. Seasonal clothing are allowed for ad campaigns as long as the The pandas in our logo are not meant to be pandas are still recognizable. The complete static icons. Rather, they are mascots who are logo should always be visible next to the alive, fun, and full of personality! Mascots are modified pandas. lovable icons that people can grow attached The pandas should interact with each other to, which can help foster brand loyalty. or with the ad image in some way to add an The graphics above are to be used in ads and element of interactivity and quirkiness. comics, separate from the logo, to show the playfulness of our brand. Hi, I’m Bam! And I’m boo! COMICS SAMPLE MODIFICATION Every part of the panda can be modified except for the head and face — which can only be rotated or mirrored for directionality purposes. Any modifications done should look as though it’s an action the pandas would be able to do naturally and should 15

GRAPHICS ICONS GEOLOCATION ICON These are the official icons used for the brand. Any new icons created must be done by the designer and it must adhere to this look and feel: • eyes & nose unchanged • heavy black lines • rounded edges • flat graphics • cartoonish feel SITE MAINTENANCE ICON 16

MACRO GROW CIRCULAR SYSTEM ORDER COMPOST MICRO CIRCULAR SYSTEM CLEAN/ASSESS TAKEOUT SYSTEM INFOGRAPHIC DROP-OFF 17 RETURN

LOGO MOCKUP FOOD CARRYOUT BAG 18

P I C K-U P/D E L I V E RY VA N P I C K-U P/D E L I V E RY U N I V F O R M 19

INCORRECT USAGE Do NOT or change the Do NOT rotate, tilt, flip, or Do NOT squish, stretch, or background color or make mirror the logo in any way. distort the logo. it transparent. Hello there! I’m hungry. Do NOT apply any effects Do NOT create your own Do NOT use the complete to the logo. logo from panda graphics. logo to give dialogue. Though not an exhaustive list, these are some of the ways in which the logo or branding graphics should NOT be used. 20

Do NOT make patterns Do NOT reverse the colors Do NOT flip the panda in with obvious parts of the of the pandas or change the logo or modify it in graphic. Words should not their colors in any way. any way. be legible and the panda face should not be shown. Do NOT distort the face Do NOT create a pattern Do NOT put the complete or any part of the panda with the complete logo. logo in a circle. head for comics. It’s important to not violate any of these guidelines as it disrupts the way in which our audience sees us and may hinder brand recognition, trust, and loyalty. 21

TY P O G RA P H Y LO G O O N LY Opifcio Family | Bold-Rounded The primary brand typeface is a customized BE HAPPY. BE KIND. font modified from Opificio Bold-Rounded, only to be used in the logo. BE HAPPY. BE KIND. Opifcio Family | Light-Rounded This is the secondary brand typeface, only to be used as the slogan in the logo. GENERAL PT Sans Pro Family | Demi or Bold This is the general head and subhead typeface to be used on all general collateral and assets. This is general text. PT Sans Pro Family | Light This is the general body copy typeface to be used on all general collateral and assets. D I A LO G U E O N LY In Your Face, Joffrey! Medium This is dialogue typeface, only to be used 22 as conversation text to give a fun, quirky, cartoony-feel to our brand.

Heading 1 UPPERCASE Centered Heading 2 UPPERCASE The typography was carefully Centered selected to help establish Tracking 2 our brand voice. The Opificio family fonts Heading 3 UPPERCASE give a sense of boldness Tracking 200 when used in the main logo but is balanced out with a Paragraph 1 Sentence Case bit of softness in the slogan Tracking 40 as we want to be viewed as Justified Left strong but also friendly. The PT Sans Pro family fonts UPPERCASE help establish a sense of Tracking 200 being minimal, modern, and Align Left clean. The In Your Face, Joffrey! font was used to help establish a sense of silliness and playfulness in the food cartoons of our ads. The body copy to subhead ratio should be 1:2, while body copy to head is 1:3. Paragraph 2 23

COLOR PALETTE The brand color palette is PRIMARY WHITE minimal and selective. These R:226 G:91 B:213 colors have been carefully C:23 M:75 Y:0 K:0 chosen to help elicit certain PANTONE 807 C emotions and ideas which # E25BD5 best represents us when interacting with our brand. B LAC K R:0 G:0 B:0 ACCENT C:0 M:0 Y:0 K:0 PANTONE NEUTRAL BLACK C 24 # 000000 GREEN R: 42 G: 112 B: 80 C: 83 M: 33 Y: 77 K: 21 PANTONE 555 C # 2A7050 LIGHT GREEN R: 206 G: 223 B: 215 C: 18 M: 4 Y: 15 K: 0 PANTONE 621 C # CEDFD7 LIGHT YELLOW R: 240 G: 210 B: 131 C: 6 M: 15 Y: 57 K: 0 PANTONE 7403 C # F0D283

White and black were chosen as they are (obviously) iconic panda colors. But more than that, white represents wholesomeness and cleanliness while black represents power. Green represents nature, health, and kindness while yellow represents happiness. These are all characteristics of who we are. We want our audience to feel the strength of our wholesome goodness as we fight for change towards a better and healthier future, all the while remembering to be kind and happy while we do it! 25

IMAGERY All photos of food need to be high def, cropped to a square, and retouched in a way to look bright, inviting, and tasty. The photos selected should be restaurant food and they should also be able to tell a funny story relating to BB Box through the addition of drawings on top of the photos. 26

All oceanic photos of sea life for the recycling ad campaign should be retouched with a highly saturated, deep rich blue and other bright crisp colors. They should also be cropped to a square unless it is for the transparent recycling bins. 27

AD CAMPAIGNS There are two main areas of RESTAURANT FOOD advertisement focus. The first one AD CAMPAIGN is to build brand recognition with food/takeout. We’ll use a series of restaurant food photos layered with hand-doodles of funny comics to build that sense of humor and laid- back brand voice. SOCIAL MEDIA AD RESTAURANT PRINT AD 28

The other area of focus is saving the PLASTIC AWARENESS environment. We want people to feel AD CAMPAIGN like they can make a difference by using our products. We’ll install recycling bins with transparent photographs of the environment and facts & statistics about plastic pollution so when people throw their plastics away, it can serve as a powerful visual and metaphorical reminder that they are contributing to Earth’s plastic pollution even if they don’t realize it. RECYCLING BIN AD SOCIAL MEDIA AD BE HAPPY. BE KIND. 29

AD MOCK UP RESTAURANT TABLE CARD 30

TRANSPARENT RECYCLING BIN AD 31

SOCIAL MEDIA We will mostly focus on Facebook and Instagram for our social media strategy. Much like the ad campaign, a lot of the content will be focused on building brand recognition with restaurant food and saving the environment/ wildlife. This is also where the panda mascots’ personalities can shine and build rapport with potential customers through funny comics. We will also host fun promotions to engage the public in order to gain social traction. 32

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WEB PRESENCE www.bbbox.com 34

The URL is to always be displayed PRIMARY WHITE in all lowercase (shown left). ACCENT # E25BD5 Below it is the hierarchy for the website. We renamed some of the B LAC K conventional titles to better fit # 000000 with our brand voice. In order to preserve a consistent GREEN brand look and feel, the web color # 2A7050 palette is almost exactly the same as the brand palette. The LIGHT GREEN only difference is the addition # CEDFD7 of a light gray to denote areas of the website that are under LIGHT YELLOW construction. # F0D283 UNDER LIGHT GRAY CONSTRUCTION # DBDBDB 35

WEB MOCK UP 36

Here are three different context shots of the homepage for the laptop, tablet, and phone. 37

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Still scratching your head after reading through this whole thing? No problem! Reach out to the Creative Team to get your questions answered. Lydia Strack Lead Designer [email protected] (805) 965-0581 QUESTIONS? 39