Cafe Bon Bouquet

Brand Guidelines Version 1.0

www.cafebonbouquet.com

Introduction

Brand Guidelines

Welcome

This document sets out the basic guidelines for the ​successful implementation of our brand identity.

Our objective is to provide a flexible framework of ​practical guidelines that ensure global consistency, ​whilst providing scope for creativity and initiative.

A strong brand is one of the most valuable assets ​an organisation owns — it can mean the difference ​between a customer choosing us, or one of our ​competitors. It is the visual and written expression ​of everything we are, and everything we promise

to deliver to our customers.

To make it truly impactful it needs to be applied ​consistently. Everyone has a part to play in doing ​this and bring our brand to life — these elements ​are here to help you.

Cafe Bon Bouquet

Table of Contents

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Brand Guidelines

Index

01

The Brand

05 06 07

Defining The Brand Brand Values

Tone of Voice

02 ​Brandmarks

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10

11

12

13

14

The Logo

The Logo Version 2

The Symbol

The Symbol Version 2

Logo Colour Options

Exclusion Zone & Minimum Size

03 Color

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17

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19

Primary Color Palette Color Weighting

Color Usage Examples Color Misuse

04 ​Typography

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Primary Typeface Typeface Weights

Secondary Font

Type Misuse

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05 ​Imagery

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Photography

Stock Images

Example

Example

Example

Brand Elements

06

Application

Logo Muckup

Window Sign

Social Media

Instagram Posts

Loyalty Cards

Loyalty Card Mockup

Menu

Menu Mockup

Advertisement Sign

Tote Bag

Paper Bag

Sign

Candle

Coffee Cup

Sticker

Sticker

Sticker

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Apparel

Design Option 01

Design Option 02

Design Option 03

Design Option 04

Design Option 05

Mug

Tote Bag

Tote Bag

Aesthetic Example

Aesthetic Example

Aesthetic Example

A-Parent Background

B-Parent Background

C-Parent Background

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Cafe Bon Bouquet

Defining The Brand Brand Values

Tone of Voice

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05 06

07

Brand Guidelines

The Brand

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01

01 The Brand

Defining the Brand

In this section, we outline the building blocks

of our brand, including who we are, what we

stand for, what sets us apart, our personality,

why we choose the words we use and how we’ve

decided to show up in the world.

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Brand Guidelines

Overview

Detailed Summary

Bon Bouquet's mission is to elevate the brunch experience in Miami Beach by offering a diverse selection of authentic French delicacies, including croissants and crepes. We aim to create a welcoming and aesthetically pleasing environment where locals and visitors can gather, indulge in delicious food, and experience the magic of French cuisine.

Vision:

Our vision at Bon Bouquet is to not only be a prominent brunch destination but to be a symbol of the perfect fusion between French culinary excellence and the vibrant spirit of Miami Beach. We aspire to be the place where people create lasting memories, celebrating life's moments with exquisite food and a touch of elegance.

Challenge:

One of our primary challenges is to stand out in a competitive culinary landscape in Miami Beach, known for its diverse food scene. We need to overcome the perception that brunch options are limited and redefine what brunch means for our customers. Additionally, maintaining the balance between French sophistication and Miami's laid-back vibes presents a unique challenge.

Solution:

To address these challenges, we will:

1. Continuously innovate our menu, introducing seasonal specialties and unique flavor combinations to keep our offerings fresh and exciting.

2. Foster partnerships with local artists and influencers to organically integrate our brand into the Miami Beach lifestyle.

3. Implement a robust marketing strategy focused on storytelling, highlighting our French heritage, and showcasing the behind-the-scenes passion that goes into each dish.

4. Encourage user-generated content and engagement on social media to build a community around our brand.

5. Regularly collect customer feedback to adapt and refine our offerings, ensuring they resonate with the evolving tastes and preferences of our clientele.

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01 The Brand

Brand Values

Who we are is reflected in our values. These

are the central and key benefits that guide

our actions, unite our people and uphold

our mission.

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Brand Guidelines

Overview

Detailed Summary

Our strategy is to bring a touch of French luxury to Miami Beach through a combination of enticing merchandise and universally beloved cuisine at Bon Bouquet.

Brand Personality:

Bon Bouquet's brand personality is a crucial aspect of our strategy. We want to be perceived as not just a restaurant but a lifestyle brand. Our personality traits include:

- Sophistication: We embrace the elegance of French cuisine and culture.

- Approachability: While we offer refined dishes, we welcome everyone, ensuring a relaxed and inclusive atmosphere.

- Creativity: We encourage innovation in our menu and presentation to surprise and delight our customers.

- Authenticity: We stay true to our French roots and the vibrant spirit of Miami Beach.

Marketing Channels and Content Strategy:

To achieve our goal of becoming a top influencer in the brunch scene, we will leverage various marketing channels and content strategies:

- Social Media: Regularly post high-quality photos of our dishes and ambiance, engage with our followers, and run targeted ad campaigns to reach a wider audience.

- Influencer Collaborations: Partner with local influencers to create authentic content that resonates with their followers.

- Blog and Email Marketing: Share behind-the-scenes stories, cooking tips, and exclusive offers to build a loyal online community.

- Events and Promotions: Host special brunch events and promotions to attract new customers and keep our regulars excited.

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01 The Brand

Tone of Voice

We all express ourselves slightly differently

with different groups of people, but these

expressions should always be bound by a

common tone. Our voice isn’t just an intrinsic

part of the product, it’s an external

representation of the people behind it. When

representing our brand, use the following

checklist to ensure an appropriate tone in

both the written and spoken word.

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Brand Guidelines

Who we are

Detailed Summary

Luxury, quality, trending.

Our tone of voice at Bon Bouquet is a harmonious blend of luxury, vintage charm, and trending design. It reflects the sophistication of French culture while embracing the timeless appeal of vintage aesthetics. We also stay up-to-date with current design trends, ensuring our brand remains both classic and contemporary, making Bon Bouquet a captivating and approachable destination for all.

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Cafe Bon Bouquet

The Logo

The Logo Version 2

The Symbol

The Symbol Version 2

Logo Colour Options

Exclusion Zone & Minimum Size

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Brand Guidelines

Brandmarks

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02 Brandmarks

The Logo

This is our Logo. It is our most important visual

asset and should be the first choice when

choosing a graphic element to represent our

brand. The Logo consists of a Symbol and a

Wordmark. The Logo, Wordmark, and Symbol

are important expressions of our brand identity.

They have each been carefully designed and

constructed to achieve visual harmony.

Consistent use of our logo is key to retaining

brand strength through immediate recognition

of who we are and what we stand for as a

brand. It is vital that they are always applied

consistently. They should never be altered,

modified, or redrawn.

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Brand Guidelines

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02 Brandmarks

The Logo Version 2

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Brand Guidelines

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02 Brandmarks

The Symbol

Our symbol is shorthand for the brand. The

symbol is symmetrical and balanced in

harmony. Often it is the first image to introduce

the brand, in use cases such as our App Icon or

our Social Media Avatars.

Our identity is a persistent evolution of our

brand and its services. The symbol represents

the relationship between our brand and

customers.

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Brand Guidelines

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02 Brandmarks

The Symbol 2

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Brand Guidelines

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02 Brandmarks

Logo Colour Options

The Orange Logo, pictured right, is our primary logo colorway, used only in situations where the brand palette is not being used. To ensure the Orange Logo remains respected, we never use the Orange Logo (or the brand Orange at all) with any of the colors from the color palette. This elevates the brand Orange from the rest of the palette, ensuring that it is not confused, nor its power diluted. The Orange Logo should only be used with Black or White. If color is not an option for technical reasons or if the brand Orange lacks contrast or competes with other visual elements, use either the black or white logo options.

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Brand Guidelines

Colour Logo Options

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02 Brandmarks

Exclusion Zone & Minimum Size

The exclusion zone ensures legibility and impact

of the Logo by isolating it from competing visual

elements such as text and supporting graphics.

This zone should be considered as the absolute

minimum safe distance, ensuring the Logo has

plenty of room to breathe.

The exclusion zone is equal to half the height of

the Logo (marked as x in the diagram).

If you are using the Symbol instead of the logo,

the same exclusion rules apply. The Symbol’s

exclusion zone is half the height of the Symbol.

Establishing a minimum size ensures that the

impact and legibility of the Logo is not

compromised in application. Use the minimum

sizes indicated over the page for small-scale

applications of the Logo and Symbol.

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Brand Guidelines

Exclusion Zone

Minimum Size

Height of Logo

32px / 10mm

80px / 30mm

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Cafe Bon Bouquet

Primary Color Palette Color Weighting

Color Usage Examples Color Misuse

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Brand Guidelines

Color

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03 Color

Primary Color Palette

Our brand is underpinned with a color palette

designed to be fresh, modern and distinctive.

Different combinations of color can

dramatically change the tone and appearance

of a document so it is important to consider

how they work together. To help achieve greater

brand recognition it is important that our color

palette is applied consistently.

Our brand colors have been carefully selected

to convey the perfect tone for us. Rust is our

signature brand color — accompanied by a set

of undertones that create contrast, giving

energy to our brand.

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Brand Guidelines

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03 Color

Color Weighting

In order to achieve a consistent look in branded

communications, colours should be weighted

towards the primary colour palette, with

secondary colour palette supporting where

appropriate.

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Brand Guidelines

Primary Colour Palette

Secondary Colour Palette

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03 Color

Color Usage Examples

These are examples of how our color palette

would be best applied to maintain consistency

of look and feel on larger brand initiatives,

moments and campaigns.

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Brand Guidelines

Rose on Blue Grey

Blue Grey on Blue

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Lilac on White

03 Color

Color Misuse

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

Do not use solid colors outside of the brand color palettes

Do not adjust the transparency of colors

Do not use illegible colour combinations

Do not use illegible color combinations over photography

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Do not use unapproved gradients

Do not use logo on colors outside of color palette

Cafe Bon Bouquet

Primary Typeface Typeface Weights

Secondary Font

Type Misuse

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Brand Guidelines

Typography

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04

04 Typography

Primary Typeface

Our primary typeface is "The Seasons," which we utilize extensively across all of our materials. This typeface is characterized by its simplicity, cleanliness, and legibility, making it an ideal complement to our logo. Being a sans-serif font, it exudes a bold and modern yet classic and friendly feel. "The Seasons" allows us to make a distinctive statement and serves as functional typography for both digital platforms and printed materials.

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Brand Guidelines

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1234567890#&$€%@!?*

Styles & Weights

Light

Regular

Bold

AaBb

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04 Typography

Typeface Weights

Our brand incorporates three weights from the Seasons family: Light, Regular, and Bold. This versatile font family provides a range of solutions, spanning from book design to poster design, and even brand signage systems, among others.

The Light weight is ideal for body text, headings, and captions, while Regular and Bold are primarily employed for creating impactful headings.

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Brand Guidelines

The Seasons Light

The Seasons Regular

The Seasons Bold

Light

Regular

Bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

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04 Typography

Secondary Font

Our secondary font, Avenir, with a letter spacing of 400, harmoniously complements our brand. This font provides exceptional versatility and readability with its three available weights: Light, Regular, and Bold. This diverse font family is well-suited to meet various design requirements, spanning from book design and poster design to brand signage systems and beyond.

For body text, headings, and captions, we recommend utilizing the Light weight, while for headings, both the Regular and Bold weights are suitable choices.

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Brand Guidelines

Avenir Light

Letter spacing 400

Avenir Regular

Letter spacing 400

Avenir Bold

Letter spacing 400

Light

regular

bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

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04 Typography

Type Misuse

Good typography is extremely important in

both internal and external communications.

It adds clarity to messaging and instils

confidence in audiences. Outlined over the

page are some common practices that weaken

the powerful effects of typography. When using

our typefaces, avoid the following.

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Brand Guidelines

Do not stretch or ​distort type

Do not outline text

Do not kern too tightly

Do not tighten tracking ​or leading too tightly

Do not justify ​paragraphs

Do not use fonts ​outside of approved ​brand fonts

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Cafe Bon Bouquet

Photography

Stock Images

Example

Example

Example

Brand Elements

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Brand Guidelines

Imagery

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05 Imagery

Photography

Just like our brand voice, all our photography direction is rooted in the natural and brush style with high contrast pictures and green accent.

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Brand Guidelines

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05 Imagery

Stock Images

Stock Images are images ready to use

before opening.

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Brand Guidelines

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Images just to show

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Images just to show

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Images just to show

05 Imagery

Brand Elements

Our brand elements comprise plant-inspired elements, simple lines as well as simple fonts derived from our logo.

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Brand Guidelines

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Cafe Bon Bouquet

Logo Muckup

Window Sign

Social Media

Instagram Posts

Loyalty Cards

Loyalty Card Mockup

Menu

Menu Mockup

Advertisement Sign

Tote Bag

Paper Bag

Sign

Candle

Coffee Cup

Sticker

Sticker

Sticker

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Brand Guidelines

Application and Social Image

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06 Application

Social Media

This is an example of how our branding would

be best applied to maintain consistency of look

and feel on digital applications.

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Brand Guidelines

Social Examples

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06 Application

Loyalty Cards

It is recommended that loyalty cards be

printed on premium uncoated paper stock,

with a minimum weight of 300gsm with soft touch and rounded corners.

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Brand Guidelines

Option 1

Front

Reverse

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06 Application

Brand Guidelines

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06 Application

Menu

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Brand Guidelines

Front

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06 Application

Paper Bag

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06 Application

Sign

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06 Application

Coffee Cups

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06 Application

Sticker

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Brand Guidelines

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06 Application

Sticker

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Brand Guidelines

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06 Application

Sticker

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Brand Guidelines

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Cafe Bon Bouquet

Design Option 01

Design Option 02

Design Option 03

Design Option 04

Design Option 05

Mug

Tote Bag

Tote Bag

Aesthetic Example

Aesthetic Example

Aesthetic Example

A-Parent Background

B-Parent Background

C-Parent Background

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Brand Guidelines

Apparel

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07 Apparel

Brand Guidelines

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Design Option 01

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07 Apparel

Brand Guidelines

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Design Option 02

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07 Apparel

Brand Guidelines

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Design Option 03

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07 Apparel

Brand Guidelines

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Design Option 04

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07 Apparel

Brand Guidelines

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Design Option 05

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07 Apparel

Mug

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Brand Guidelines

A-Parent

White Background

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Brand Guidelines

B-Parent

Rust Background

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Brand Guidelines

C-Parent

Cream Background

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Cafe Bon Bouquet

Questions?

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Brand Guidelines

For more information about our

brand, feel free to contact us.

info@cafebonbouquet.com

www.cafebonbouquet.com

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