Mellow Style Guide

Brand Style Guide





Hello Everyone!
My name is OWLIE.

CONTENT Secondary Element

Introduction Support Second Element

Guidelines Application
Brand Introduction
Brand Promise Corporate Identity
Menu Design
The Logo Tableware
Corporate Attire
Corporate Logotype Product Packaging
Minimum Scale Display Signage
Logo Construction Responsive Website
Logo Colour Variations Mobile Application
Unacceptable Usage Brand Promotion
Merchandise
Colour System

Corporate Colours

Typography

Corporate Typography

Introduction

Guidelines Introduction

How to use this guide:

This guide is the foundation of Mellow Brand
identity system. It is intended to provide you
with the basic tools and rules for the proper
use of the visual identity. The main aim is to
deliver a consistent brand experience
everyday.

This document is designed to accommodate
all our offerings and audiences, meeting our
needs for creativity and flexibility while
providing the structure and direction
necessary to be recognized as a single
cohesive brand.

07 Brand Style Guide

Brand Introduction Introduction

Our Story

Mellow was established in 2011 as a one-stop-shop for children’s wear for parents.
We began with offering our collection of sleepwear at retail stores and today, we are present at
many popular selected retail stores such as ISETAN and PARKSON.

Digitalize

With the boom of online platforms, we sold kids pyjamas online on several digital stores including
Lazada, Shopee, Motherhood and of course our very own online shop as well.

07 Brand Style Guide

Brand Promise Introduction

Mission Philosophy

Our mission is to create an experience We believe that a well-rested child who
through our children’s sleepwear collection sleeps through the night (eventually) will
not just by delivering quality and comfort benefit the whole family.
but also creating bedtime routines can be
fun with activities. Here at Mellow, we want
to help parents make bedtime a positive
experience starting from the sleepwear you
select.

07 Brand Style Guide

The Logo

Corporate Logotype The Logo

Rationale Star

Mellow logo is designed based on the con- Owlie Moon
cept of sambrero . The logo is then design
with the combining of taco and a set of fork Elements of our logo:
and spoon. The reason for the elements used
in the logo is because they reflect the brand Owlie Star Moon
as a whole which is a Mexican cuisine.

Sambrero hat reflects the brand which is a
Mexican based cuisine.

Fork and Spon is to enhance the logi which
can let audiences know that it is a cuisine.

The use of taco is to let audiences know the
product and also the bestseller.

07 Brand Style Guide

Minimum Scale Display The Logo

Logo Minimum and 100%
Maximum size 75%
50%
The minimum scale of the primary logo is 25%
25% from the actual scale which is 100%. The
logo must not be smaller than 25%. Mean-
while, the scale that is larger than the actual
size which is 100% is permitted.

07 Brand Style Guide

Logo Construction The Logo

x x
x x

x - indicator

x x
x x

Clear Space

To ensure the logo of Mellow has consistent, optimal legibility and prominence, the space should
be preserved at all sizes and scale proportionately with the logi.

Clear space is defined as the space that no other elements explicit or implicit shall cross in rela-
tion to the logo. Graphic elements, typographic or photographic material should not invade the x
- zone.

07 Brand Style Guide

Logo Colour Variations The Logo

These background colours are allowed to use
in these colour variations.
Please note that Downy Blue version of logo
are allowed if there is only blue stamp pad
ink.
The logo may not appear on any other colour
background than those shown on this page.

07 Brand Style Guide

Unacceptable Usage The Logo

Do not rotate the logo Do not skew the logo Do not flip the logo

Do not squash the logo Do not adjust opacity for the logo Do not add effect on the logo

There are a few rules that are necessary for maintaining the integrity for the brand. It is extremely
important for brand success that the logo should be displayed correctly.

Strictly follow the use of the given logo files. Do not attempt to change, rotate or distort the logo
in any way.

07 Brand Style Guide

Colour System

Corporate Colours Colour System

This colour palatte is used in the logo and Downy Blue
the text of the logo. #72C7CB
These colours were selected from the Mexi- R 114 G 199 B 203
can flag which will let audiences know that C 53% M 2% Y 22% K 0%
this is a Mexican Cuisine when they get a
glimpse on the logo. Zambezi Grey
Theses colours were perceived as warm and #5C5C5C
friendly setting which is fit towards the per- R 92 G 92 B 92
sonality of the brand. C 62% M 54% Y 53% K 27%

07 Brand Style Guide Tangerine Yellow
#FBEB98
R 251 G 235 B 152
C 2% M 3% Y 49% K 0%

Ivory Yellow
#FEFDF2
R 254 G 253 B 242
C 0% M 0% Y 5% K 0%

Corporate Colours Colour System

This colour palatte is used in the logo and Dark Pink
the text of the logo. #F5A59C
These colours were selected from the Mexi- R 245 G 165 B 156
can flag which will let audiences know that C 1% M 42% Y 30% K 0%
this is a Mexican Cuisine when they get a
glimpse on the logo. Pale Red
Theses colours were perceived as warm and #F8E5E4
friendly setting which is fit towards the per- R 248 G 229 B 228
sonality of the brand. C 1% M 10% Y 5% K 0%

07 Brand Style Guide

Typography

Corporate Typography Typography

Logotype Font
Gochi Hand
Gochi Hand is chosen as the typography for
its visual compability. This rounded font also ABCDEFGHIJKLMNOPQRSTUVWXYZ
gives the overall logo a playful and friendly
appeal to audiences. abcdefghijklmnopqrstuvwxyz

07 Brand Style Guide 1234567890

Family

Light
Regular
Bold

Corporate Typography Typography

Corporate Typeface Font
AndesNeue Alt 2
AndesNeue Alt 2 is chosen as the typogra-
phy for the corporate typeface for its perfect ABCDEFGHIJKLMNOPQRSTUVWXYZ
complement to the brand. This rounded font
intends to convey simplicity and modernity. abcdefghijklmnopqrstuvwxyz

07 Brand Style Guide 1234567890

Family Book Black

Thin Medium
Extralight
Light Bold

Secondary
Element

Support Second Element Secondary Element

Usage of vector Art

Gochi Hand is chosen as the typography for
its visual compability. This rounded font also
gives the overall logo a playful and friendly
appeal to audiences.

07 Brand Style Guide

Support Second Element Secondary Element

Shadow Effects on text content

Gochi Hand is chosen as the typography for
its visual compability. This rounded font also
gives the overall logo a playful and friendly
appeal to audiences.

07 Brand Style Guide