style guide 1.0

8/12/2019 Style Guide 1.0

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Style GuideBy Devin Bush



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Table Of Contents

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Product

Name

Target

Audience

History

Big Idea

Opening o the First Stewart’s Root Beer Stand In 1924, Frank Stewart set out to develop the world’sbest-tasting root beer which he intended to sell in order to supplement his income as a schoolteacher.With the secret recipes in hand, he soon opened his first Stewart’s Drive-In where he served ice-coldStewart’s Root Beer in tall, rosty mugs. Te creamy taste o Stewart’s Root Beer was an instant successand has been enjoyed by consumers or over 75 years!

My big idea is to create the box in way that makes it more permanent and not something you would

want to throw away. Te boxes will be a “series” so that they can become collectable. Each box wouldbe unique and eye catching and would have a new design each month. I want this same idea to bereflected in the stickers that are on the bottles. Making the boxes and bottles collectable will helpincrease sales because it will give ans and customers something to look orward to each month. o dothis I am going to be creating the box the bottle come in out o wood.

Te target audience is single men between the ages o 18-34. Tey are the heaviest consumerso carbonated non-cola beverages. All o the designs and advertisments will be targeting thisdemographic. A secondary target audience is married women between the ages o 18-34 because theyare the second heaviest users o carbonated non-cola beverages.

Stewart’s Fountain Classics - Root Beer

Plan



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Regular - Most frequently used throughout

all labels, stickers, decals, and box

decorations. Use for the tagline ‘Fountain

Classics’. Sizes should stay bewteen 10pt -

12pt.

Bold - Should only be used for the nutri.

Regular- Used for the title in allcapital letters. The rest of the letters(other than the first 'S') are 40.24pt.Light- Used just for the first 'S' andnothing else. The first 'S' is sized at92.71pt

Redesign*

Color Scheme & Type

Bold Orange:

CMYK: 19%, 87%, 100%, 10%

RGB: 186, 63, 9

Hex: ba3f09

Pantone: 167C

Orange:

CMYK: 14%, 87%, 95%, 4%

RGB: 203, 70, 46

Hex: cb462e

Pantone: 7598C

Warm Orange:

CMYK: 23%, 89%, 98%, 15%

RGB: 170, 57, 38

Hex: aa3926

Pantone: 484C

Red Orange:

CMYK: 26%, 90%, 95%, 22%

RGB: 155, 52, 38

Hex: 9b3426

Pantone: 484C

Chocolate Brown:

CMYK: 30%, 88%, 83%, 33%

RGB: 132, 47, 42Hex: 842f2a

Pantone: 7624C

White Words:

CMYK: 0%, 0%, 0%, 0%

RGB: 255, 255, 255

Hex: ffffff

Pantone: 663C

Root Beer Brown:

CMYK: 34%, 87%, 77%, 42%

RGB: 113, 42, 41

Hex: 712a29

Pantone: 491C

Kirvy - Title Font

Tw Cen Mt - Copy Font

*Te colors have been updated to a range o oranges. Te oranges have been keptbecause it is readily associated with root beer. Tis range o colors allow or a newlook while still retaining its equity and recognizability.



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Logo

Tis is the color logo that should be used on allbottle and box labels as well as on the company

website. Tis should also be used when printing incolor and in email signatures.

Tis is the grayscale logo that should be used onletterhead when sending axes, memos or letters.Tis logo should be used on black and whiteprinters but never or labels.



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Bottle Dividers

Window Sides

Bottom

Handle

Tall Sides

Flat Box Design



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Finished Box Design



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Labels

Tis is the label that will go directly onto the bottles. Te right is the logo along with the amount insidethe bottle. Te lef is an updated nutrition acts label that includes the color scheme and the new ontW Cen Mt.



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UPC

Tis is the UPC or the overallpackage. Tere is a UPC oneach individual bottle orreselling purposes but thisrepresents a 6 pack. Tis will behung rom the handle o the sixpack carrier.



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Before



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After



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