This book will serve as your guide on how to effectively use the visual elements of this wonderful new brand.

Read through this manual thouroughly and unlock the House of Eden’s full potential.

TAB

LE O

FC

ON

TEN

TS

Mission Vision

Brand

Positioning

Brand Architecture

Big Idea

Iconography

Typography

Color Palette

Color Specifications

Lock-ups

Stationary Sets

Forms

Brand Application

Touch Points

1

2

3

4

5

6

8

11

14

17

24

29

32

44

1

Vis

ion

Mis

sion

Vision

Mission

• To keep up with the excellent standards in the baking industry

• To stay ahead in the development of healthy baked products

• To keep up with the new trends in the industry while keeping the old tradition of taste and quality

• To provide affordable premium quality baked products to the market community

• To create delectable yet healthy baked products for specific need

• To promote products that bond the Filipino family in all occasions

HE

AD

ER

2

Brand

What’s with the brand?

House of Eden branched out from a community bakeshop in Roosevelt Avenue, the Roosevelt Bakeshop. The original bakeshop caters for the masses around the barangay.

3

Pos

itio

ning

For whom?

The House of Eden caters to the well-off families around the community.

HE

AD

ER

4

Brand

Architecture

How about the structure?

The House of Eden will be under the Roosevelt Bakeshop. All the profit and credit will still go to Roosevelt Bakeshop. House of Eden will merely be a sub-brand for a sub-market. House of Eden is just a new line of premium products for a certain sub-market.

5

Big

Idea

What’s the big picture?

Your family’s trusted bakeshop

HE

AD

ER

6

Iconograp

hyCinnamon roll, ensaymada top view of a cupcake, aroma or anything else that you might think of, this icon only leads to one thing. THE BAKESHOP. The spiral is also a subtle inscription of the letter ‘e’.

7

Icon

ogra

phy

Cinnamon Roll

Lechon Bread

Cookies Donuts

Cupcakes

Ensaymada

8

Typog

raphy

Gotham Rounded is the sole typeface of the brand. Since this font is versatile and has many weights and options.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^

Aa

9

Typ

ogra

phy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^

Aa

Gotham will only be used for web applications.

The font used for the main logo is a specially edited version of Gotham Rounded Bold.

10

ERR

OR

!Typ

ograp

hy

houseofedenNever use vertical text.

Never stretch in any way horizontally.

Never stretch in any way vertically.

Never use any other font.

House of Eden

11

Col

or P

alet

te

CMYK 0 | 50 | 97 | 0RGB243 | 146 | 0HEX#F39200

CYMK 62 | 70 | 69 | 87RGB34 | 21 | 12HEX#22150C

12

Color Palette

Any of the two colors can be used for text. Just make sure that the color is in contrast with the background.

13

ERR

OR

! Col

or

Pale

tte

Never use any other color, specially for the logo.

Gradients are nice, but not for this logo.

14

Color

Specifi

cations

Full color

15

Col

orSp

ecifi

cati

ons

One color

16

ERR

OR

! Color

Specifi

cations

Never use the same color for the logo and the text.

Never use black text for full color logos.

Never use black background for full color logos.

17

Lock

-up

s

Horizontal

x

The distance between the logo and the text should be the x-height of the text.

The height of the text should be 40% of the logo’s height.

18

Lock-ups

The logo should measure at least 1 inch in width.

The logo should have a minimum free space measuring the x-height.

x

x

x

x

19

Lock

-up

s

Vertical

The distance between the logo and the text’s x-height is the x-height.

The height of the text should be 20% of the logo’s height.

x

20

Lock-ups

The logo should measure at least 1 inch in width.

The logo should have a minimum free space measuring the x-height.

xx

x

x

21

Tag

line

“By Roosevelt Bakeshop”

by Roosevelt Bakeshop

The logo with the tagline will only be used for external promotions and documents.

Roosevelt Bakeshop’s

22

Placem

ents

The logo placement must always be either on the extreme right or left.

23

Pla

cem

ents

The logo placement must always be at the center of the product packaging.

24

Stationary Sets

Letter Head

25

Stat

iona

ry S

ets

Business Cards

by Roosevelt Bakeshop

103 Roosevelt Avenue, Quezon City(02) 371 - 5425

2 in.

3.2 in.

26

Stationary Setsby Roosevelt Bakeshop103 Roosevelt Avenue, Quezon City(02) 371 - 5423

Envelopes

27

Stat

iona

ry S

ets

Folder

28

Stationary Sets

Notepad & CD design

29

Form

s

Sales Invoice

30

Forms

Purchase Order Form

31

Form

s

Shipping Order Form

32

Ap

plications:

Brochure

Folding & Construction

6 in

18 in

33

Ap

plic

atio

ns:

Bro

chur

e

Grid

Margins: 0.6 inches on all sidesLeading: 14.4 ptFont: Gotham RoundedFont Size: 12 pt The grid system for the brochure is constructed in a way that only one large element must be inside one section. All other elements can be placed by the intersections of the grid.

34

Ap

plication:

Brochure

Sample

Inside

Back

35

Ap

plic

atio

n:B

roch

ure

Front

36

Ap

plication:

Flyer

8.5 in x 5.5 in

37

Ap

plic

atio

n:B

rand

Pos

ters

12 in x 17 in

38

Ap

plication:

Brand

Posters

39

Ap

plic

atio

n:B

rand

Pos

ters

40

Ap

plication:

Prod

uct Posters

41

Ap

plic

atio

n:P

rod

uct

Pos

ters

42

Ap

plication:

Prod

uct Posters

43

Ap

plic

atio

n:

Pre

sent

atio

ns

Grid, Cover, Body

44

Touchpoints

LOADING...

Website

Home page

45

Touc

hpoi

nts

The three icons below will show their respective categories

46

Touchpoints

Packaging

Box of a dozen

Tapeless packaging with logo sticked on top

47

Touc

hpoi

nts

Store Design

This will the store’s center piece for the background.

Pan de sal EnsaymadaPan de cocoKabayanSpanish BreadBunsTasty BreadDonutsCasavaEgg pieEmpanada

2 1275152020851015

Pan de sal EnsaymadaPan de cocoKabayanSpanish BreadBunsTasty BreadDonutsCasavaEgg pieEmpanada

2 1275152020851015

48

Touchpoints

Pan de sal EnsaymadaPan de cocoKabayanSpanish BreadBunsTasty BreadDonutsCasavaEgg pieEmpanada

2 1275152020851015

Interior Menu

Pan de sal EnsaymadaPan de cocoKabayanSpanish BreadBunsTasty BreadDonutsCasavaEgg pieEmpanada

2 1275152020851015

49

Touc

hpoi

nts

Uniform

50

Touchp

oints

51

Touc

hpo

ints

Merchandise

52

Touchpoints

53

Touc

hpoi

ntsm

THE NEWEST LINE OF BREAD FROM ROOSEVELT BAKESHOP

Tarpauline

54

Stall Design

Touchpoints

55

Touc

hpoi

nts

Display Shelf

With all the stuff that this book showed you, you can now play with the brand’s visual elements.

Just remember, when in doubt, ask the designer.

House of Edenby Roosevelt Bakeshop

103 Roosevelt Avenue, Quezon City(02) 371 - 5425