Brand

Guidelines
 03 About This Document

04 About The Brand

09 Logosuite & Clear Space

13 Incorrect Usage

15 Colour Palette

17 Reverse Colours

19 Fonts

22 Brand Assets

COnTEnTS
25 Photography

27 Social Media

30 Brand in Action
02
 The brand guidelines document is an in-depth guide on how to successfully use

aboUt
your brand identity and assets. This can be used by you, other designers, web
developers and employees. Following this brand guideline will allow for
consistency across all marketing materials. It includes things like logo usage,
typography hierarchy, do’s & don’ts, colour palette and more!

03
OUR STORY
We're not your typical fruit and vegetable delivery service. Our
mission is to assist those dealing with illnesses, raise awareness
about the direct impact of your diet on your well-being, and
dispel the myth that healthy food is bland and unappetising.

Founder Brené established En Route due to her sister's illness,

believing there was no way to improve her well-being. After
years of research, Brené realized that while there may be no
cures for some illnesses, the food we consume can often
influence the severity of these conditions. She dedicated herself
to enhancing the lives of others.

Our dedication is to add convenience and flavour to your life

with our nutritious produce. The name 'En Route' isn't just a
catchy phrase; it's a commitment. With every delivery, we're on
our way to bringing goodness and flavor to your table.

04
 Education Freshness

VALUES We believe in the importance of educating

our customers about healthy eating and
We prioritise delivering the freshest and
highest quality fruits and veg and implement
lifestyle, and that’s why we provide strict quality control measures to meet our
information and resources to support this. standards for taste and nutrition.

Brand values are the foundational

beliefs and core values that a
business believes in and stands for.
Transformation Adventure
They help shape the culture and
community of your brand, ensuring Food isn't just fuel for our bodies; it also has a We love seeing the excitement of others
significant impact on our overall health and exploring and trying new things, that’s why
that you connect with your audience
well-being. That's why we are dedicated to we offer people the opportunity to try new
in a meaningful way. Your values promoting healthy eating and lifestyles and produce they can’t find in their supermarket.

guide your brand story, behaviours, helping people transforms their lives.

and decision-making process.

Convenience Community

We understand the hassle that comes with Driven by a supportive community of

shopping and that’s why we offer a like-minded individuals, we inspire and
convenient, hassle-free delivery for motivate each other to pursue personal
customers to access fresh produce. growth, well-being, and reach our fullest
potential.

05
mIssiOn pUrPOsE
At our core, we want to help those dealing with illnesses & We believe that good food can be a powerful tool in improving overall
health issues, by delivering fresh, high-quality produce health. Our founder's personal experience with her sister's autoimmune
bursting with flavour and nutrients. disease inspired her to dive into the world of nutrition. Through
experimentation with delicious and nourishing meal plans, she was
able to help her sister reduce her symptoms and achieve a greater
Our mission is to do more than just provide food; we strive to
sense of wellness.
empower you to take control of your well-being by offering
easily digestible information and guidance. We're not just a Now, we're on a mission as a business to spread the word about the
convenient delivery service - we're a passionate force pushing transformative power of nutritious food. We want to inspire and
for a healthier, more sustainable food system. Our unwavering educate others about the benefits of incorporating more fruits and
veggies into their diets. And we're not here to preach or lecture - we
support will be with you every step of the way as you journey
want to show people that healthy eating can be delicious and
towards a happier, healthier you.
satisfying, and bust the myth that produce is bland.

01. Fighting Illness 02. Health Support

To fight illness & empower healthy living by delivering

fresh & flavourful produce conveniently to your doorstep.
03. Debunking the bland myth

06
BrAnD VOiCE Brand’s Personality

En Route’s personality is fun and

Brand Voice

En Route’s voice is warm, a little

& PErSOnALITY vivacious. It’s like a friend that

always brings out the best in
you & makes you giggle.
silly at times but one that you’d
listen to. Like an older sister
offering advice.

Your brand's personality is the

embodiment of the human traits and
BRIGHT & BUBBLY OPTIMISTIC
characteristics that resonate with your
audience, defining who your brand
would be if it were a person.
UNCONVENTIONAL INFORMAL
It's the unique set of traits that sets your
brand apart and allows your audience to
connect with you on a deeper level. YOUNG & INNOVATIVE FRIENDLY

PERSONABLE/FRIENDLY MOTIVATIONAL

07
your order
is
08
 A brand logo is a symbol, emblem, typographic, or the

LOGOS &
combination of all used by businesses to mark its brand’s
identity. Having a unique logo helps your customers to identify
& remember your product and quality of your brand.

CLEAR SPACE
It’s important that your logo is responsive and can be used in
a variety of different spaces. That’s why variations of your
primary logo have been designed.

09
PRIMARY LOGO
Useage:
The primary logo is the main voice and signature of
your brand. This should be used most frequently
when space allows for it. Our logo consists of
customised typography & an icon. This should be
used on elements like websites, footers, stationery,
signage etc.

Breakdown:
The primary logo is fun flowing and features
note-style letters of varying sizes & physique. The
‘RO’ has been designed with an arrow to portray the
route of delivery as well as the journey to better
health.

Clear Space:
This shows the minimum distance between the logo
and other graphic elements. Always allow for a
minimum clear space around the logo of 65px as
shown to the right. 10
SECONDARY LOGO
Useage:
The secondary logo or known as the ‘alternative
logo’ uses components from your main logo but
in a variation. This is to be used when the
primary logo doesn’t fit in the required space. It
can be used on websites, printed materials and
larger elements.

Breakdown:
The secondary logo is stacked with each word
imperfectly (but somewhat perfectly) slotting
into the next which adds that playful edge.

Clear Space:
This shows the minimum distance between the
logo and other graphic elements. Always allow
for a minimum clear space of 65px as shown to
the right.

11
LOGO MARK
Useage:
Logo Marks are a simplified version of your main
logo. This consists of an icon/symbol. This can
be used in confined spaces like social media
profile pictures, stamps, favicon etc. It’s best to
use this when your other variations simply won’t
fit.

Breakdown:
The logomark is straightforward and distinctive.
It’s reflective of En Route stamping ‘better health’
onto the lives of everyone they encounter.
+ + =
Clear Space:
This shows the minimum distance between the
Arrows taken from the primary logo
Top part of the heart The bottom part makes up This final icon captures En
to represent the route of delivery and
logo and other graphic elements. Always allow represents an ‘E’ when turned
on its side to represent the
growth. The added arrows look like
eyes and turn the heart into a smiley
the heart but also symbolises
a smiling mouth that makes
Route’s vision and mission
perfectly.
name En Route up the smiling face.
face conveying positivity.

for a minimum clear space of 65px as shown to

the right.

12
 Your logo should not be altered in any way, including extending,
condensing, outlining, adding strokes or drop shadows. When you

inCORRECT
start to nip and tweak your logo, you’re actually deviating away from
the strength of the brand identity.

The following examples present incorrect usage and alterations of

usAGE
administrative logotypes.

I know you might be tempted, but make sure you leave the logo’s as
they are and do not break the rules.

13
13
 Don’t change the colour to something Don’t change the layout and
Don’t skew and stretch the logo.
outside of your brand colours. arrangement of your logo.

Don’t add any graphic assets

Don’t add a stroke to your logo. Don’t tweak individual letters.
into or behind the logo.
14
COLOUR Creating a distinct and complementary colour palette is a significantly
important part of channeling your brand identity.

PALETTE
Your colour palette will be continuously used across your socials, stationery,
website and so much more. On the next page you’ll see the chosen colour
palette as well as information on useage and colour presets.

15
CMYK:
Stands for ‘Cyan, Magenta, Yellow & Key’
colours. They are the colours used in
FOREST
printed materials.
Primary Colour
LIME
RGB: CMYK C: 89 M: 42 Y: 75 K: 38
Secondary Colour
Stands for Red, Green & Blue colours. This RGB R: 7 G: 84 B: 66
is used on-screen and for web design. HEX #075442
CMYK C: 22 M: 33 Y: 100 K: 0

HEX Code:
RGB
HEX
R: 209 G: 215 B: 1
#D1D701
TAnGErInE
This colour code is used on-screen and for Accent Colour
web design.
CMYK C: 0 M: 48 Y: 89 K: 0
RGB R: 255 G: 142 B: 49
Primary Colour:
HEX #FF9831
These colours should be the most
dominating colour and take up around
60% of the design space.

Secondary Colour:
These should use half as much as the
primary colour (30%).

Accent Colour: CASHMERE SOIL

These are added colours make a Primary Colour Secondary Colour
statement within the design and should
use up around 10% of the design space. CMYK C: 0 M: 1 Y: 11 K: 0 CMYK C: 30 M: 46 Y: 83 K: 8
RGB R: 255 G: 250 B: 227 RGB R: 172 G: 130 B: 70
HEX #FFFAE3 HEX #AC8246
16
 You’ve got an incredible logo suite and are ready to use your assets. Before you
begin, it’s vital to ensure you apply the colour palette to the logo’s in the most

REVERSE
complementary and visually appealing way.

Any colour misuse may result in poor readability, stark contrasts and
inconsistency which in turn, can have an adverse effect on your brand identity.

COLOURS Follow the set of rules on the next page to pair the perfect colour combinations
and leave a (positive) lasting impression.

17
Tangerine: When you Forest: When you use Lime: When you use a Butterbean: Roots:
use an orange a dark green lime background, use When you use a cream When you use a brown
background, use cream background, use cream and dark green. background, use dark background, use dark
and dark green. cream, lime, brown green, brown, orange green, cream and lime.
and orage. and lime.

18
 Using a set of consistent fonts for your business is going to be crucial because it
sets the tone and helps consumers instantly recognise your brand.

Your fonts have been chosen to pair perfectly with each other as well as your
brand identity. Having different sets of fonts allows for the design to not be

FONTS
repetitive but keeps it inline with your branding.

By using consistent typography across your brand will make you recognisable
and memorable.
19
 Primary Font: Secondary Font: Supporting Font:

Happy Hints Anko (semi Bold) Poppins (medium)

The primary font is your default The secondary font compliments Your supporting font fits nicely with both
typeface & should be used within your primary font. This will be used the primary and secondary font. This
headers & titles. on subheadings. should be used within body copy.

abcdefghijklmno abcdefghijklmnopq abcdefghijklmnopq

pqrstuvwxyz rstuvwxyz rstuvwxyz

ABCDEFGHIJKLMNO ABCDEFGHIJKLMN ABCDEFGHIJKLMNOP

PQRSTUVWXYZ OPQRSTUVWXYZ QRSTUVWXYZ

1234567890 1234567890 1234567890

Keep tracking to 0 as Happy Hints has This font uses a tracking of 10pt. Keep This font is best used with a tracking
a natural space around each letter. this font lower-case in order to make of 50pt. This font can be used in both
Happy Hints is a capitalised font. the primary font pop. lower-case and capitalised formats.

20
FOnTS In
ACTIOn
Primary font & secondary font:

Pairing the primary and

secondary type allow you to
accentuate an area of the text for
instant impact.

Supporting Font:
The type used for descriptions /
long body copy needs to be as
legible as possible. Which is why
we’ve opted for this type.

Secondary Font:
This font is great for drawing the
eye of the consumer which is why
it’s best used as headers/titles.

21
 Illustrations & patterns are an exciting elements to
your brand. They add that little piece of creative flare
that help make your brand distinctive. They bring in
your brand personality and create a memorable
brand experience.

BRAND ASSETS
It’s also an effective way to build brand recognition
that carries through your business’ physical
presence, at every touch point, and helps you
maintain cohesive branding.
22
YOUR
ASSETS
Brand illustrations give visual tribute to
the types of produce used within En
Route’s recipes. Within each icon, you’ll
see a subtle arrow. This increases brand
credibility as it correlates with the logo
design and depicts the journey from En
Route to our customers door as well as,
the journey everyone is going to take to
achieve better health.

You’ll also find subtle gaps and negative

space within the illustrations to add to
the rustic feel of the brand. This is
indicative of the organic produce that En
Route hold dearly to their heart.

23
HOW TO USE
YOUR ASSETS
En Route’s mock-ups have been carefully
curated to bring the brand to life through
use of colour, typography and styling. The
vibrancy of the brand is unrivalled whilst
retaining a great balance of negative
space throughout to ensure each
touchpoint is easy to digest.

USAGE:
Social Media Posts Vehicle Graphics

Packaging Printed Material

Website Signage

24
 Using a consistent photography style for your brand is a
great way to showcase your brand voice and personality.

PHOTOGRAPHY It helps your audience recognise your brand and feel

connected to it.

25
PHOTO
RULES
About:
When using images, be sure to edit them
to have warm undertones and beams of
the ultimate salad
light. It’s important that the images look
fun, consistent and don’t appear overly
staged.

To follow:
good food ain’t
Level up your brand photographs by
overlaying your logo’s / text on top of the
BORING!!
imagery. Ensure they’re placed in areas HAND PICKED
that aren’t too busy and play with the
brand colours. You can use coloured boxes
behind text to make it stand out. When
selecting a colour, make sure the contrast
between the image and the asset have a
good balance so you can clearly see it.
26
 Seeing your Instagram feed with the proposed
branding in action will really help visualise the
possibilities of what you can do with your brand. The
world is your oyster! Providing you stick to your
guidelines, of course.

SOCIAL MEDIA This also allows you to visually see how the branding
elements like colour palettes, fonts, photography etc.
should be used alongside one another.
27
SOCiAL conGRATS!!
NEXT BOX IS ON US!

MEDIA I'm literally so impressed by En Routes

service I could cry!! I've been feeling really
fatigued and just overwhelmed with life. When I
heard En Route's aim is to prioritise your health
in a convenient way, I was absolutely sold. Take
the plunge, you won't regret it!!
MEET OUR
INCREDIBLE TEAM
@leiaslife
- eden wALLACE
Never repeat the same colour, always
use another brand colour inbetween
posts. Think of it like a checkerboard. By
doing this, your posts will stand out
individually. 100 of you!

access to good food should

We are super stoked to announce that
Use your font pairings within your posts. we've just reached 100 subscriptions!
be a right, not a privilege.

Do not use random fonts as this will

As a thank you to our incredible
customers, we're giving you 20% off
next months box. You can thank us
Preparation time:
create an inconsistency. later hehe.
Delish

Do not use random colours. Stick to

your brand colours so your brand is
easily identifable.
how to: We've been busier than a hive
of bees, busting our butts to

Keeping things visually consistent is get your orders packed and

shipped.

important, make sure your Instagram keep your But don't get the wrong idea -
we're not just a bunch of
drones! At En Route, we know
fruit & veggies how to have a good time, and
highlights, stories & posts use your our team is proof of that.
SWEET POTATO CURRY
WiTH FLAVOURFUL SiDES super fresh
branding (colours & fonts).
made by @ohemfood

28
SOCiAL
MEDIA At En Route, we believe good
food should be accessible for
everyone!

Our founder & clever clogs Brené

built the business with one core
vision. To better the health of
I'm literally so impressed by
everyone she encounters through
En Routes service I could cry!! I've
Never repeat the same colour, always
delicious and nutritious food.
been feeling really fatigued and
just overwhelmed with life. When I Preparation time: 10m
Want a taste of En Route?
heard En Route's aim is to
use another brand colour inbetween prioritise your health in a
Delish Rating:
convenient way, I was

posts. Think of it like a checkerboard. By SWEET POTATO CURRY

absolutely sold.

WiTH FLAVOURFUL SiDES If you're considering taking the oatally yum recipe
doing this, your posts will stand out plunge, do it!! You won't regret it.
Fancy a fruity, mouth-watering
keep-you-full-for-hours kinda'
individually. made by @ohemfood - eden wALLACE brekkie? Swipe right!

Use your font pairings within your posts.

Do not use random fonts as this will
conGRATS!! NEW MEMBER
create an inconsistency. NEXT BOX IS ON US!

reasons to subscribe to
eat ya spinach
This guy
Do not use random colours. Stick to is cool!!

your brand colours so your brand is Super convenient

easily identifable.
Flavour focused
anti
Improves health
inflammatory
Caters to preferences

Keeping things visually consistent is Great value for money

improves
Caleb is on a mission to improve his
eyesight
important, make sure your Instagram Natural, organic produce
@leiaslife
symptoms of Chronic Fatigue Syndrome
and, he wants to share his honest

highlights, stories & posts use your

Can cancel at any time
journey with En Route, yay!
promotes
Want to be in with the chance of heart
branding (colours & fonts). winning a free box? Tag us to show Psst, wanna' get 10% off your next
sign up now! what you made with En Route's
delivered goods.
box? Refer a friend & we'll treat
ya!!
health

30 29
 Witnessing your brand identity in action with mockups provides an
authentic representation of its overall aesthetic, allowing you to gain

BrAnD a glimpse of your new brand identity and how it would appear on
various materials, such as stationery and websites.

This enables you to truly comprehend how your branding would look

In ACTiOn
in the real world, and opens up a world of possibilities.

It's crucial to keep in mind that mockups are designed to showcase

your brand in action and are not actual products.

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31
KEEP If ever you feel like you’re straying away from your brand identity,
take a breather, put that mouse down and open me up!

This document is a nifty guide for you to follow whenever you’re

ME SAFE!
creating something for your brand.

It’s like your personal brand bible to help you stay on track with
implementing your brand identity, whilst saying consistent all round.