B R A N D B O O KR A C H E L L E W A N D O S K I

B R A N D S T A T E M E N TW H Y W E D O W H A T W E D O

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O U R V I S I O N + V A L U E S2 + 3

B R A N D M A N I F E S T O4 + 5

O U R A U D I E N C ET O N E O F V O I C E | C O N T E X T

6 + 9

B E T T E R B O T T L E1 1

B E T T E R F L A V O R S1 2 - 1 4

P R O D U C T E X A M P L E1 2 - 1 4

W H A T ’ S N E WN E E D A C H A N G E ? Y O U G O T I T .

W H O W E A R E1 - 9

1 0 - 1 6

L O G O1 7 - 1 9

T Y P E F A C E S2 0 - 2 2

C O L O RP R I M A R Y | S E C O N D A R Y | G R A D I E N T U S E

2 3 - 2 5

T H E R U L E SD O ’ S + D O N T - E V E N - T H I N K - A B O U T - I T

2 6 - 2 7

W E ’ R E P R E T T Y F L E X I B L EO T H E R W A Y S T O U S E O U R L O G O

2 8 - 2 9

P H O T O G R A P H YI M A G E S T Y L E | A D J U S T M E N T R E Q U I R E M E N T S

3 0 - 3 1

S O A K U S U PM E R C H | W E B + M O B I L E | A D S

3 2 - 3 3

S T Y L E G U I D E1 7 - 3 4

O U R B I B L E .

W H O W E A R E1 - 1 1

B R A N D S T A T E M E N T

F O R T H E M I N D , B O D Y + S O U L

We b e l i e v e i n c re a t i n g o rg a n i c , h i g h q u a l i t y, r e a l - b re w e d t e a s f o r t h e m i n d , b o d y a n d s o u l .

O u r c o re v a l u e s a re t h e f o u n d a t i o n o f o u r c o m p a n y w h i c h g u i d e s o u r a c t i o n s a n d s e t s u s a p a r t .

We a c t i n a s o c i a l l y c o n s c i o u s m a n n e r, s t r i v i n g t o p ro t e c t t h e e n v i ro n m e n t a n d c o m m u n i t i e s w h e re w e w o r k .

We s e e k t o c re a t e a n d p ro m o t e h e a l t h & s u s t a i n a b i l i t y t h ro u g h t h e c r a f t a n d q u a l i t y o f o u r p ro d u c t s .

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A C H A N G E I N I N D I V I D U A L S TO L E A D H E A LT H I E R , S I M P L E R A N D M O R E N AT U R A L L I V E S T H R O U G H O U R CO M M I T M E N T TO PU R I T Y , Q U A L I T Y A N D H E A LT H .

T H E H E A LT H A N D W E L L N E S S O F I N D I V I D U A L S BY C R E AT I N G O N LY T H E PU R E ST P R O D U C TS T H AT S U P P O RT T H E P E O P L E A N D CO M M U N I T I E S W H E R E W E O P E R AT E . W E A I M TO M OT I VAT E M I L L E N N I A L S TO L I V E A N D AC T I N A M O R E R E S P O N S I B L E A N D CO N S C I O U S M A N N E R .

I N S P I R E I M P R O V E

V I S I O N + V A L U E S

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W E S E E K TO P R OT E C T T H E E N V I R O N M E N T BY

U S I N G O N LY E CO - F R I E N D LY M AT E R I A L S TO

P R O D U C E , PAC K A G E A N D T R A N S P O RT O U R

P R O D U C TS . W E A I M TO P R O M OT E

S U STA I N A B I L I T Y T H R O U G H AWA R E N E S S

O N C U R R E N T , R E L E VA N T I S S U E S A N D

H I G H L I G H T O U R I N VO LV E M E N T .

S U S T A I N

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B R A N D M A N I F E S T O

p u r e l e a f

A T T R I B U T E S

T A R G E T M A R K E T

C O M P E T I T O R S

VA L U E P R O P O S I T I O N

S T A K E H O L D E R S

TazoHonest TeaSnappleFuzeRunaArizonaLiptonNesteaSweetleafGold PeakSteaz

We provide all organic, Fair Trade iced teas that are naturally sweetened by only the

purest of hand-picked ingredients. With a new and major focus on promoting a

healthier alternative to sodas, juices and energy drinks. Our social and environmental

responsibilities dictate how we act to inspire change and help create a better world.

College Students + Millenials | 18-26 y.o

Students, employees and people on -the-go who value quality, innovation & individuality, value and

convenience in their busy, active lives. We aim to target visually driven people and those who

appreciate and support socially and environmentally responsible companies.

NaturalHealthyBoldConsciousInnovativeDaringFlexible

RealPureUniqueEngangingSpiritualOpen-MindedVisual

CEO of LiptonAll Lipton & Pure Leaf employeesExisting + New consumersEnvironmental/Social/Health activistsSuppliers (B2B, Colleges etc.)Communities where we operate.

AdventurousSimpleRefreshingSustainableGroundedHonestStimulating

GreenConsciousActiveEnergyEthos

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V I S I O N + M I S S I O N

K E Y S E R V I C E S

A D VA N T A G E

Bottled BeveragesAwareness Campaigns

With our main focus on providing beverages that are healthier alternatives, we offer exotic teas created to Specifically target different needs that are made only with all organic ingredients and eco-friendly materials. We offer a lifestyle inspired by living and acting in a happy, healthy, adventurous, conscious and simple way.

To inspire people to lead simpler, healthier, happier, and more active lives through our major focus on the ethos of our company, which is mainly the social, environmental and health responsibilities our company has. By re branding to be a bold, unique, modern and attention-getting brand, we hope to inspire and Influence change in both the individual and the community. Promoting the Importance of our natural, organic, Fair Trade ingredients, sustainable practices and overall devotion to you, the consumer, we hope to set an example of just how influential our brand can be.

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O U R A U D I E N C E

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D E M O G R A P H I C

C O L L E G E S T U D E N T S + M I L L E N N I A L S

1 8 - 2 6 y. o.

S t u d e n t s , e m p l oy e e s + t h o s e o n - t h e - g o w h o v a l u e

q u a l i t y , i n d i v i d u a l i t y , a f f o r d a b i l i t y a n d c o n v e n i e n c e

i n t h e i r a c t i v e l i v e s .

We aim to attract both the health-conscious and not-so health con-scious markets as wel l as avid and novice tea dr inkers as wel l as those who l ike t ry ing new products . These people are (general ly ) creat ives , v isual ly-dr iven people who also value brands dr iven by

their ethos ; our social and environmental responsibi l i t ies .

O U R A U D I E N C E

W H E R E Y O U ’ L L F I N D U S

H I G H - T R A F F I C , F A S T - P A C E D L O C A T I O N S W H E R E C O N S U M E R S A R E L I K E L Y T O G R A B

A D R I N K O N - T H E - G O

Gas Stations

Convenience Stores

Grocery Stores

Malls

College Campuses

Movie Theaters

Other potential locat ions include al l -natural grocery stores l ike Whole Foods & Trader Joes to reach the more health conscious spectrum of my target audience . Addit ional ly these dr inks could be sold at gyms, yoga centers and other f i tness/health re lated areas where people are

act ive and looking for energy or restorat ion after a workout .

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O U R A U D I E N C E

B O L D . A DV E N T U R O U S . W I L D . F R E E . C O N N E C T E D . D R I V E N . I N F O R M E D . AC T I V E . P U R E .8

B O L D . A DV E N T U R O U S . W I L D . F R E E . C O N N E C T E D . D R I V E N . I N F O R M E D . AC T I V E . P U R E .

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U P D A T E S1 2 - 1 5

O U R B O T T L E

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SHAPE | Round

CAP SIZE | 48 mm

CAP STYLE | Twist on, black plastic

W H Y G L A S S ?

RENEWABLE RESOURCE

EASILY & INFINITELY RECYCLED

NO LOSS OF QUALITY OR PURITY

NO LEACHING OF HARMFUL CHEMICALS

PRESERVES TASTE & QUALITY

REDUCES LANDFILL WASTE

1 1 o z C L E A R G L A S S

O U R F L A V O R S

A D V E N T U R E O N

b l a c k t e a | C I N N A M O N , A P P L E , P E A C H

W E E K E N D E R

g r e e n t e a | L E M O N , R E D C U R R A N T, M A N G O , G I N G E R

Ultimate mental clarity and focus. Get a true boost

of vital ity & strength to power through your day.

Smooth & f lavorful , this exotic blend of black tea is powerful ly

Rejuvenating to energize the body and focus the mind.

e n e r g i z i n g t e a s

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O U R F L A V O R S

This extremely refreshing and reinvigorating tea is loaded with

antioxidants and vitamins to help your body regulate temperature,

f ight free radicals , improve skin and combat aging.

G O O D B Y E H A N G O V E R

g r e e n t e a | W AT E R M E L O N , PA S S I O N F R U I T, D A N D E L I O N

F O R E V E R Y O U N G

g r e e n t e a | A C A I B E R R I E S , W AT E R M E L O N , D A N D E L I O N , T U R M E R I C

Restore, detoxify and balance. This tea contains al l -natural

ingredients containing properties that cleanse and strengthen

the body and mind.

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c l e a n s i n g t e a s

Soothing Jasmine and Valerian root work to reduce stress and

promote relaxation, having you feel comfortable in no time.

Unwind with calming Rose Hips, Camomile & Lavender .

This organic Roobois blend relaxes nerves and promotes health.

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F L A V O R S c o n t .

c a l m i n g t e a s

P U R E Z Z Z

w h i t e t e a | J A S M I N E , P E A R , VA L E R I A N , PA S S I O N F L O W E R

P U R E R & R

r o o i b o s | L I M E , C U C U M B E R , L AV E N D E R , C H A M O M I L E , R O S E H I P S

P R O D U C T E X A M P L E

P R O D U C T E X A M P L E

S T Y L E G U I D E1 6 - 2 4

O U R L O G O

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O U R I C O N

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O U R L O G O + I C O N

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B R A N D T Y P E F A C E S

t h i s i s o u r l o g o t y p e f a c e s o t r e a t i t w i t h l o v e !

TH IN

BOLD

ZONA PRO

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

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B O L D | L E G I B L E | B R E A T H I N G R O O M | C O N T R A S T | I M P A C T

T Y P E F A C E E X A M P L E

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AV E N I R LT S T D GOTHAM BOOK

B O O K B O O K

H E AV Y

B O LD

BLACK

GOTHAM OTF

B R A N D T Y P E F A C E S

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

A B C D E F G H IJ K L M N O P Q RS T U V W X Y Z0 1 2 3 4 5 6 7 8 9

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

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L I G H T

B O O K

M E D I U M

KO H I N O O R D E VA N A G A R I

T Y P E F A C E S

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

0 1 2 3 4 5 6 7 8 9

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B R A N D C O L O R S

P R I M A R Y S E C O N D A R Y

79, 219, 141

134, 175 , 211

146, 238, 120

122, 233, 217

234, 0 , 77

255, 96, 112

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G R A D I E N T S

KEEP TEXT LEGIBLE

USE AS ACCENT OR FILLER

TRANSPARENT WHEN OVER IMAGES

KEEP COLORS ANALOGOUS

USE SPARINGLY

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G R A D I E N T E X A M P L E

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L O G O R U L E S

version 1 version 2 version 3

G I V E O U R L O G O P L E N T Y O F B R E A T H I N G R O O M !

make sure i t ’ s leg ib le + uses only brand colors !

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1 L E T I T B R E A T H E

always give our logo breathing room!

2 O N C E I N A W H I L E . . .

only use this version for packaging!

1 T O T H E L E F T , T O T H E L E F T

always keep the icon facing left

2 B A B Y D O N ’ T G O

our icon is too cool to be anything but up-front and center

3 S T R A I G H T U P

we always keep it real , so no tweaking the rotation of the icon!

4 C H E C K O N T H A T

only use the icon under the word mark on packaging + check that it ’s facing left

5 A N D L A S T L Y . . .

stacking is for squares so keep the logo in a l ine

1

2

3

4

5

only on bott le packaging

1

2

L O G O R U L E S

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28

29

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P H O T O G R A P H Y

All photos must be full-bleed, bold, clear

and have subjects that reflect the natural,

active and youthful essence of the brand.

All must be edited to extend harmony

throughout the brand by increasing the

brightness + contrast, color balance and

levels. Additionally, all must be edited in

camera raw to create a slight vignette.

S I M P L E . C L E A R . H A R M O N I O U S . N AT U R A L . B O L D . A C T I V E . R E L E VA N T. C O N N E C T E D .

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P H O T O G R A P H Y E X A M P L E

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+

E N J O Y

T H E

S I M P L E

P L E A S U R E S

I N

L I F E .

S L O WD O W N

L I V E

P U R E L Y