Fyp_BrandStyleGuide_SooXiaoQin

Brand
Style Guide

The brand book for Little Love Corner Cafe



LEoavteaaliltittltele. .

Table of Contents

Brand Story 2 Secondary Elements 18
Brand Introduction 3 18
Brand Promise 4 Tagline
Target Audience Illustrations of Food Items
6
The Logo 7 Product Shots 20
Logo Conception 8 Product Shots
Logo Construction 9
Logo Scaling 11 Application 22
Logo Variants 12 Stationery Set 25
Unacceptable Usage Menu Design 26
Preferred Usage 14 Corporate Attire 29
Packaging Design 35
Colour System 16 Tableware Design 36
Colour Palette 16 Brand Promotion

Typography
Primary Typeface
Secondary Typeface

BraSntdory

Brand Introduction Little Love

Little Love Corner Cafe Corner afe

Little Love Corner Café was founded by Hanny Liow in 2019. The
café provides a wide range of dishes to suit everyone individual’s
taste while the cozy and inviting ambiance ensures a special and
memorable bonding experience for friends and family.

Hanny started baking when she was about 16 years old for her
friends and family members. After college, she had began her
home-based baking business and decided to open a café with the
mission to spread happiness to all who enjoy her passion for
cooking and baking!

This brand style guide will provide references and guidelines
to ensure consistency and proper usage of corporate identity
in different design media. Any incorrect or unauthorized usage
of the company’s identity should be avoided to protect the
company’s interest.

2 Little Love Corner Cafe’s Brand Style Guide

Brand Promise Vision

Mission Keep the standard of taste, service, and a warm
atmosphere of the café environment for everyone
Provide every guest a place to enjoy their to enjoy.
memorable bonding moments and celebrate
special moments with their family and friends by
offering the best food, service, and ambiance.

Caring Core Values Genuine Hospitality

Maintain respectful relations Passion Create and maintain a culture
with their customers, be kind of warmth and belonging,
and caring to every guest Persistent in making great where everyone is welcome.
they encounter. food, love, and believing in
what they are doing.

Little Love Corner Cafe’s Brand Style Guide 3

Target Audience

Demographics Psychographics

Gender : Males and females Attitude : Open-mindedness - Tend to be empathetic to
other people
Age : 18 - 26 years old

Marital status : Single Lifestyle : Big social media user - Like to spend free time
catching up with friends and family

Education level : Secondary education/ higher education Personalities : Outgoing - Prefer to spend time meeting with
friends in cafe
Occupation : College students/ young professionals

Income : Medium-income group of M1-M2 (M40) Gregarious - Friendly to people around them

Median income (RM5,336 - RM6,471) Values : Social interaction - Cherish bonding time with
friends and family

Disposable income : RM 200 - RM 400

4 Little Love Corner Cafe’s Brand Style Guide

The
Logo

Logo Conception Construcion of logomark

Rationale Spoon & fork Corner House Heart Shape

The Little Love Corner Cafe’s logo is specifically Represent the Represents the cafe Represents the name
designed to capture the cafe serves food with love place serves food. located on corner. “Little Love” - provide a
and provides warm & inviting ambience that creates Smoke rises represents welcoming and inviting
memorable bonding experience for customers. the cafe serves fresh & dining atmosphere for
warm food. the customers.
The logo comprises two fundamental components-
a logomark and a logotype: Construction of logotype

The logomark consists of heartshape with a house, Little Love Little Love
spoon and fork.
Corner afe Corner afe
The logotype reinforces the logomark in written form,
referencing the symbol in a descriptive framework. Alphabet “C” inside cup
Represents the cafe serves drinks.
The full logo comprising both the logomark and the
logotype must be reproduced as stipulated below in
every instance of usage to maintain consistency of
identity. The logo is never to be recreated, modified
or used as separate components.

6 Little Love Corner Cafe’s Brand Style Guide

Logo Construction Clear Space

Construction Clear space is defined as the space that no other elements
explicit or implicit shall cross in relation to the logo. Graphic
Based on the height of “T”=X, the sizing and ratio are elements, typographic or photographic material should
made based of the following measurements. Adhere to not invade the T zone.
spacing between each elements based on the examples.
To ensure the logo of Little Love Corner Cafe is consistent,
Vertical Orientation Sub-Logo optimal legibility and prominence, the space should be
preserved at all sizes and scaled proportionately with
the logo.

12 X 8X Vetical Sub-Logo
8X Orientation
Little Love

Corner afe

8X

Little Love

Corner afe
Little Love Corner Cafe’s Brand Style Guide 7

Logo Scaling

Minimum Scale Display

The minimum scale of the primary logo is 30% from the actual scale which is
100%. The logo must not smaller than 30%. Meanwhile, the scale that is larger
than the actual size which is 100% is permitted.

Little Love Little Love Little Love Little Love Little Love * Logo usage
below 30% will
Corner afe Corner afe Corner afe Corner afe Corner afe be uneffective.

Original Scale: 100% Scale: 80% Scale: 65% Scale: 50% Scale: 30%

8 Little Love Corner Cafe’s Brand Style Guide

Logo Variants Sub-Logo

Logomark & Logotype

Full Colour Greyscale: Solid Black Full Colour Greyscale: Solid Black
Positive: (Monochrome): Positive: (Monochrome):

Little Love Little Love Little Love

Corner afe Corner afe Corner afe

Full Colour Greyscale Solid Black Reverse Full Colour Greyscale Solid Black Reverse
Reverse: Reverse: (Monochrome): Reverse: Reverse: (Monochrome):

Little Love Little Love Little Love

Corner afe Corner afe Corner afe

Little Love Corner Cafe’s Brand Style Guide 9

Logo Variants Little Love Little Love Little Love

Dark Background: Corner afe Corner afe Corner afe

Logo appearing in dark background. Full Little Love Little Love Little Love
colour reverse is allowed to be placed on
dark background. Corner afe Corner afe Corner afe

Light Background:

Logo appearing in light background.
Full colour is allowed to be placed on
light background.

10 Little Love Corner Cafe’s Brand Style Guide

Unacceptable Usage

Strictly follow the use of the given logo files. Do not use our logo than our lockups.
Do not attempt to change the logo in any ways. The following rules apply to all the
different configurations and variations of the logos.

Little Love Little Love Do not apply a gradient Do not outline the logo. Little Love
to the logo.
Corner afe Corner afe Corner afe

Do not skew, scale the Do not place elements Do not use colours other
width or height or rotate on the logo. than the colour scheme.
the logo in any degree.

Little Love Little Love Little Love Little Love Little Love

Corner afe Corner afe Corner afe Corner afe Corner afe
Do not use logo with transparency.
Do not apply effects to Do not recreate with Do not rearrange the Do not change proportion.
the logo. This includes another typefaces. logo unless approved.
drop shadows, glows, 3D
effects, etc.

Little Love Corner Cafe’s Brand Style Guide 11

Preferred Usage

Logo on Photography

The logo may be applied on any neutrral area of a photography that is free of
any imagery that may conflicts with its legibility. Any of the approved colour
renditions of the logo may be used as long as there is sufficient value of contrast
to distinguish the logo from the background.

Little Love Little Love

Corner afe Corner afe

Little Love

Corner afe

12 Little Love Corner Cafe’s Brand Style Guide

ColSoyusrtem

Colour Palette

Little Love Corner Cafe has a total of 3 colours, which are Cream, School Bus Yellow,
and Elf Green. Elf Green is agreeable, promoting love of family and friends. School
Bus Yellow conveys happiness and associate with warmth. Being a soft shade of
white, Cream is a calm colour that creates pleasantness.

C0 R 255 C5 R 238 C 85 R 24
M0 G 252 M 40 G 163 M 65 G 122
Y 20 B 213 Y 100 B 32 Y 30 B 103
K0 K0 K 15

HEX FFFFD1 HEX #EEA320 HEX #187A67
Cream School Bus Yellow Elf Green

14 Little Love Corner Cafe’s Brand Style Guide

Typography

Typography Secondary Typeface

Primary Typeface Quicksand is chosen as the secondary typeface for its
perfect complement to the primary typeface. This font
Baloo 2 is chosen as the primary typeface for its visual intends to convey simplicity, modernity, and casualness.
compatibility with the logo. This rounded font also gives the Quicksand is a san-serif font comprised of 5 weights
overall logo an inviting and friendly appeal. Baloo 2 is a (Light, Regular, Medium, Semi-Bold, and Bold).
modern san serif font featuring of uppercase and
lowercase letters, numbers and punctuation symbols. Quicksand

Baloo 2 ABCDEFGHIJKLMN
OPQRSTUVWXYZ
ABCDEFGHIJKLMN
OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz 1234567890

1234567890 !@#$%^&*()
!@#$%^&*()

16 Little Love Corner Cafe’s Brand Style Guide

Secondary
Elements

Secondary Elements Illustrations of Food Items

Tagline This shows the food illustrations of the cafe. This
is to deliver that the cafe serves variety of
This shows the tagline of the cafe which conveys the dishes. The illustrations can be used in some of
message of spending time on enjoyable things: eat the design items such as packaging design,
good foods and connect with our loved ones. It is menu design, website etc.
designed in a wavy line to deliver the casualness and
friendly personality of Little Love Corner Cafe.

Eat a little .

18 Little Love Corner Cafe’s Brand Style Guide

Product
Shots

Product Shots

Warm or light tones is preferred for background colours to highlight the products in
the menu. The ingredients of the food (details on the top) should always be seen.
The angles should be set to flat lay to show the details on the top. The angle can be
set between 25° - 75° to capture the on top details while do not miss the side view of
the food.
In selection of the photos; the photos where the products look fresh and appetizing,
the colours of materials look ideal and the compositions look not too crowded
should be chosen.

20 Little Love Corner Cafe’s Brand Style Guide

Application

Stationery Set

Business Card

The following shows our
business card with
dimensions of
9 cm (W) x 5.4 cm (H).

22 Little Love Corner Cafe’s Brand Style Guide

Stationery Set

Letterhead
and Envelope

The following shows
our letterhead in A4
size with dimension of
21 cm (W) x 29.7 cm (H)
and envelope
22 cm (W) x 11 cm (H).

Little Love Corner Cafe’s Brand Style Guide 23

Stationery Set

Folder

The following shows our
folder design. The size of
the folder is A4, with
dimensions of 23 cm (W) x
33 cm (H) when closed.

24 Little Love Corner Cafe’s Brand Style Guide

Menu Design

Menu

This page shows menu
design. The size of menu is
A4, with dimensions of 21 cm
(W) x 29.7 cm (H). This menu
is designed in two-panel
multiple-page.

This menu contains a total of
10 pages including the front
cover and the back cover.

Little Love Corner Cafe’s Brand Style Guide 25

Corporate Attire

Apron

This page shows apron
design for corporate attire.

26 Little Love Corner Cafe’s Brand Style Guide

Corporate Attire

Cap & Reusable
Face Mask

This page shows cap design
and reusable face mask
design for corporate attire.

Little Love Corner Cafe’s Brand Style Guide 27

Corporate Attire

T-shirt

This page shows T-shirt
design for corporate attire.

28 Little Love Corner Cafe’s Brand Style Guide

Packaging Design

Food Box

This page shows the food
box design for delivery and
take away. The food box is
made from plastic. There is a
paper sleeve on the box with
logo and some information.

The food box measures
21.5cm (W) x 15.8cm (H). The
paper sleeve measures 10cm
(W) x 40.5cm (H).

Little Love Corner Cafe’s Brand Style Guide 29

Packaging Design

Round Sticker Label

This page shows round
sticker label for the paper
bag. The round sticker
measures 5cm (W) x 5cm (H).

30 Little Love Corner Cafe’s Brand Style Guide

Packaging Design

Paper Bag

The following shows paper bag
design for take away and
delivery. The material of this
paper bag is craft paper. This
paper bag measures 23cm (W)
x 16cm (L) x 22cm (H).

Little Love Corner Cafe’s Brand Style Guide 31

Packaging Design

Cup

This page shows cup
design. There are 3 types
of beverages with
different illustrations of
label on them.

32 Little Love Corner Cafe’s Brand Style Guide

Packaging Design

Cup Holder

This page shows cup holder
design. The cup holder is
made from paperboards.
This cup holder can hold up
two cups of beverages. It is
easy and convenient to
carry hot drinks for take
away or delivery.

Little Love Corner Cafe’s Brand Style Guide 33

Packaging Design

Cake Box

This page shows cake
box design. The cake
box measures 20cm (W)
x 60cm (H).

34 Little Love Corner Cafe’s Brand Style Guide

Tableware Design

Coaster

This page shows coaster design.
The dimensions of the coaster is
9.5cm (W) x 9.5cm (H).

Little Love Corner Cafe’s Brand Style Guide 35

Brand Promotion

Tabletop

This page shows tabletop
design to advertise
special promotions on
food items. The size of
this tabletop design is A5,
with the dimension of
14.8cm (W) x 21cm (H).

36 Little Love Corner Cafe’s Brand Style Guide

Brand Promotion

A3 Posters

This page shows the
design of A3 posters. The
dimension of the posters
is 29.7cm (W) x 42cm (H).

Little Love Corner Cafe’s Brand Style Guide 37

Brand Promotion

Social Media Posts

This page shows the
design of social media
posts as one of the
promotional items. The
dimension of the posts is
1080px (W) x 1080px (H).
These posts can be
published on Instagram
and Facebook.

38 Little Love Corner Cafe’s Brand Style Guide

Brand Promotion

Facebook Profile

This page shows
Facebook profile of
Little Love Corner Cafe
and the application of
social media posts
on Facebook.

Little Love Corner Cafe’s Brand Style Guide 39

Brand Promotion

Instagram Profile

This page shows
Instagram profile of
Little Love Corner Cafe
and the application of
social media posts
on Instagram.

40 Little Love Corner Cafe’s Brand Style Guide



Contact Us:
@littlelovecornercafe