Brand Concept

Bean Good wants to target young people, and provide a casual coffee experience that will make its customers feel good and feel the goodness of a well-made, well-presented coffee. The overarching concept Bean Good is to bring alive the notion of an adda. Adda in colloquial Hindi is a noun, meaning a gathering place, location or the den of a group of not-quite-conventional people. The current usage of the word has evolved from the original meaning -perching spot or perch for birds. This idea of an adda as a meeting place of like-minded people to sit, relax and have a conversation over a cup of good coffee is the underlying concept of Bean Good.

Vision: Bean Good aspires to be Bengalurus newest and most popular coffee shop and in future extend to being Indias.

The Brand Identity

The Brand Identity

Emphasis on the steam and taking that element forward. Steam signifying the goodness of a hot cup of coffee. The aroma of a nice steaming cup of coffee after a long day. Motif of people having a conversation. Filled in with black to put emphasis on the idea of an adda being a place for people to have conversations. In Bengali, the verb form of adda means informal conversation among a group of people, often for hours at an end.

Other motifs used are coffee shrubs, the leaves and the beans. One of the main areas of focus of Bean Good is to offer its customers a good, soulful coffee experience. To offer them an atmosphere of a neighbourhood adda, with local beautifully-brewed coffee that is a guaranteed feel good. Typeface used- Silom. Use of a more structured and bold type to make it stand out. At the same time the type also has gentle curves to go with the illustrative style. Type has a flat top and bottom, similar to the motif of people talking in the swirl.

Tag line- Been good lately? Using the word play of asking someone if they have 'been good' and also if the have been to Bean Good? Type: Frutiger (55 roman) Compliments the other elements while standing out by itself.
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Colours used: Black C:0, M:0, Y:0, K:100 Yellow C:0, M:10, Y:95, K:0

Logo- with/without tagline and boxed logo

Inverted Logo and Smallest Size

Pictorial Mark

Inverted Logo

Logotype Tagline

Smallest size 1x1 inch

Logo without tagline

Boxed Logo

Logo Spacing and Proportions

Safe Space Around Logo

Logo- colour, black and white,grey scale and monochrome

Logo Use on Backgrounds

On a single-coloured background

Logo- full colour

Logo- black and white On a textured or patterned background

Do not use without white background Do not use textured background shapes besides square

Logo- grey scale

Logo- monochrome white against grey background

Fonts

Stationery

PRIMARY FONT: SILOM This font was chosen for its curved strokes which compliment the illustrative style in the pictorial mark of the logo, as well as the flat top and bottom, which are seen in some of the motifs used in the logo.

The stationery is kept simple, with the logo given prominence. Yellow lines and forms (square+rectangle) are also used.

Front

Back

Front

Back

SECONDARY FONT: FRUTIGER The secondary font used in frutiger, to compliment the primary font and pictorial mark, but still stand apart.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_:<>?{}[];./

The logo- placed at the right hand corner, leaving the same distance from the edges as in the letterhead.

Post-its will be white and have the same yellow stroke as the other stationery.
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Yellow stroke present at the bottom(without the address).

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Posters and Newspaper Advertisements

Power Point Presentation/ PDF Templates

>Posters may have illustrative elements in them. >Only two fonts should be usedSilom and Frutiger (55roman). >Logo can appear in any area of the poster, but the safe space must be maintained. Minimum size 1x1 inch. >Use of two colours- black and yellow is advised. In case a need to use other colours arises, they must me used to a lesser percentage than the yellow and must compliment the colour.

Cover Page Logo with the presentation heading.

Minimum size of the logo appearing in newspaper advertisements must be 1x1 inch, with required safe space around it.

Content slides Title of the topic/ page with logo on right hand top corner.

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T- shirts

Cushions

Front- will have an illustration that is centrally aligned.

In store- These cushion will be off-white, black, with text and with logo printed. Cushions with logo on them will be sized such that the top edge and bottom edge are a minimum of two inches from the top and bottom of the cushions. The size can be reduced further if necessary but minimum printable size should be 4 inches in height. Back- logo will be present. Logo at the back should not be less than 4 inches in height (from below the tagline to the top edge of the swirl). Top edge of the swirl must be 3 inches from the neckline.

Merchandise- These cushions will have illustrations on one side and the logo with illustration on the back. The logo must be 4 inches in height.
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Packaging

Brown paper carry bags will have the logo printed in relation to the size of the bag, with a white background of the required safe space. This can also be a sticker on the brown paper bag.

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