BABKA-Brand Book

BABKA
organic bakery & cafe
BRAND BOOK

TABLE OF CONTENT
1. INTRO:
• COVER
• TABLE OF CONTENTS
• BRAND BRIEF
• INTRO TO BRAND VALUES
• WHAT IS BABKA
2. MARKETING PLAN;
• MISSION / VISION STATEMENT
• TARGET MARKET
• COMPETITORS ANALYSIS
• MARKETING MIX
• POSITIONING MAP
• EMPLOYEES CORE VALUES
• SWOT
3. BRANDING
• TOUCH POINTS MAP
• BRANDING APPLICATION
• LOGO PROPORTIONS
• SIGNATURE
• POSITIVE AND NEGATIVE VERSION
• LOGO COLOR PALETTE
• LOGO DO’S AND DONT’S
• COLOR PALETTE (RGB+ CMYK)
• SECONDARY COLOR PALETTE
• TYPOGRAPHY
• BUSINESS CARDS
4. BRANDING IDENTITY TEST APPLICATIONS
• LOGO APP + FAVICONS
• WEBSITES AND SOCIAL MEDIA AND HASHTAGS
• CORRESPONDENCE DESIGN
• EPHEMERAL / COLLATERAL
• PACKAGING
• IMAGERY: PHOTOGRAPHIC COMMUNICATION STANDARDS
• ADVERTISING SAMPLES

WHAT IS BABKA
Babka is an Eastern European Traditional cake. It is made from
a doubled and twisted length of yeast dough with a variety of
delicious filling.
The Babka cake was the inspiration for creating the bakery and
cafe. The richness of flavors, creativity and quality are the foundation
of what we do.
Our menu is Israeli-inspired and adapted to with local produce
It is a part of our Identity and we are hoping you will learn to
love it as much as we do.

BRAND BRIEF
The vision
Being a part of the community is important
to us, which is why we invite you to enjoy
our baking workshops, sponsored chef
events, private pastry courses or our theme
nights and to participate with us in donating
meals and pastries to the local children
food programs.
Value Proposition
• Provide the best bakery coffee shop
experience in the area.
• Create a sustainable, organic eco-friendly
environment and practice it at every level
of the business.
• Integrate into the community as a prime
location and have an active participation
in it through education and volunteering.
The Mission
Babka bakery and cafe is an Israeli-inspired
destination that serves high-quality coffee
and amazing fresh food and pastries. We
are committed to supporting locally grown
organic produce and to serve a farm to
table brunch inspired menu. Health, pleasure
and sustainability are a part of our way
of life, we offer a unique variety of treats
that satisfy both the health conscious and
those with an unsatisfiable sweet tooth
through our vegan and traditional menu.
Key Products/Services
Organic pastries, organic food (brunch
style). High quilty coffee.Designed
product like coffee mugs and tote
bags.
Competitive Advantage
• Fresh and organic
• Unique flavors
• Modern design
• Sustainable
Key Competitors
• Paris Baguette
• La Terra bakery and cafe
• BItter and Sweet
Attributes
Tasty, Modern, Design, Organic, Fresh

BRAND CORE VALUES
Provide the most outstanding bakery and coffee shop experience in the area.
Be a professional and provide a fun, welcoming and energetic service.
Create an authentic, delicious and uncompromising line of products.
Display an Innovating attitude toward design and food.
Create a sustainable, organic eco-friendly environment and practice it at every
level of the business.
Integrate into the community as a prime location and as the “go to” coffee shop.
Have an active participation in the community through education and volunteering.
MODERN, ORGANIC, SMART, ARTIZAN, ISRAELI INSPIRED
NEW, FRESH, COMFORTING, QUALITY, SUSTAINABLE
HEALTY, CREATIVITY, WELCOMING, SEASONAL
FARM TO TABLE, NATURAL, TRENDY, HIGH STANDARTS

MARKETING
PLAN

MISSION
Babka bakery and cafe is an Israeli-inspired destination that
serves high-quality coffee and amazing fresh food and pastries.
We are committed to supporting locally grown organic
produce and to serve a farm to table brunch inspired menu.
Health, pleasure and sustainability are a part of our way of life,
we offer a unique variety of treats that satisfy both the health
conscious and those with an unsatisfiable sweet tooth.

PRIMARY CUSTOMER PROFILE - SUNNYVALE/94087
32% Enterprising Professional
Household type: Married couples
Most of the individual in this demographic group are young, well
educated, ambitious and hardworking.
They will try to improve their position in work often and are willing
to change jobs in order to advance.
The neighborhood is diverse and includes a large immigrant
community, 20% of the population are asian.
Technology is very important to them and also brands and willing
to spend their money for it.
In their free time, they will go to restaurants, museums and movies.
25% Pacific Heights
Household type: Married couple
This demographic group includes individuals who are affluent,
educated and are mostly married with or without kids.
They own a townhouse or single family house and work in a white
collar occupation like engineering, computer, architecture and
business.
They shop in trendy shops, specialty food markets, and Costco.
For fun, They like to watch T.V, go to theme parks, eat outside and
listen to jazz and new age music.
The median income in the neighborhood is 109k, median age
40.2 and the population density is above average.

TARGET MARKET
Age:
32
SARA WILLIAMS
location:
Sunnyvale, CA
Marital Status:
Married + 2 Kids
Education:
Stanford University
B.a in English Literature
Occupation:
Stay at home mom
Household Income:
$160,000 per year
Generation:
Millennials
• Socially active
• High purchase power
• Focused on health and lifestyle
Sara is 32 year-old-woman, she is a young mom and
decided to stay home and focus on raising her children.
She is well educated and knowledgeable and appreciate
quality products and services.
She likes to workout, read books and have a close group
of friends mostly mothers with young children like her.
She is an early adopter and willing to try new things and
will use social media to share her experience.
Sara will appreciate The healthy, organic and sustainable
aspect of the bakery.

TARGET MARKET
SARA WILLIAMS

TARGET MARKET
Age:
38
DAVID TAYLOR
location:
Cupertino, CA
Marital Status:
Married + 3 Kids
Education:
Stanford University
B.a in Computer science
Occupation:
Software Engineer
Salary:
$180,000 per year
Generation:
Generation Y
• Confident, ambitious and self motivated
• Family oriented
• Educated and knowledgeable
David is 38 year-old-man. He is successful at his work
and he is always looking to advance his position and
status in his company. He enjoys riding his bike on the
weekend, explore new technology and spending time
with his family.
He is an innovator and would appreciate the high quilty
food and coffee.
David enjoys the quality coffee and the delicious food.

DAVID TAYLOR
TARGET MARKET

TARGET MARKET
Age:
27
MAYA MITCHELL
location:
Sunnyvale, CA
Marital Status:
Engaged
Education:
B.a in Graphic Design
Occupation:
UI/UX designer
Salary:
$100,000 per year
Generation:
Millennials
• Adventures, trend setter
• Maintain self and public image
• Educated, world traveler
Maya is 27 year-old-woman. She immigrated to the
country with her family for a few years. She is well
educated and now she looking to find a new path for
her Career. She is an early majority and likes brands,
art and interested in politics.
She like spending time with her family and friends and
have a passion for travel. Her circle of friends usually
will have the same background and interests as her.
Maya will appreciate the design and aesthetic of the
bakery and it will provide a sense of comfort and
familiarity.

TARGET MARKET
MAYA MITCHELL

EMPLOYEES CORE VALUES
Our team focuses on creating an amazing customer experienc.
We always display professionalism, knowledge and kindness.
Hospitality, good manners and a big smile will always be a priority.
Satisfaction and enjoyment will be the best result of our efforts.
We believe in the product and represent it with honor and a smile.
We are innovating and self-motivated individual.
We taste the food and take some home with us.
KINDNESS, PLEASANTNESS,
HAPPINESS, HOSPITALITY, KNOWLEDGE
GOOD MANNERS, COMMUNITY,
ENJOYMENT, ENERGY

COMPETITORS ANALYSIS
BABKA
organic bakery & cafe
MISSION
Serving the best coffee and
desserts in the south bay
community.
A company that provides
a unique expirence to
customers by introducing
a new trend- setting bakery
and cafe.
Born from the idea of providing
a healthy and delicious bread
within our cummunity. We
promise to service you through
health oriented recipe, organic
ingredients and the promise of
best freshness.
Babka bakery and cafe is an Israeli-inspired
destination that serves
high-quality coffee and amazing
fresh food and pastries. We are
committed to supporting locally
grown organic produce and to
serve a farm to table brunch
inspired menu.
PRICE
Bridge-High
Better Market
Bridge-High Quality
Bridge-High Quality
LOCATION
20560 Town Center Lane,
Cupertino, CA 95014
20735 Steven Creek Blvd,
Cupertino, CA 95014
19960 Homested Road,
Cupertino, CA 95014
325 Saratoga Rd, Sunnyvale,
CA, 94087
PROMOTION
Website, blog, social
media,
Website, blog, social media,
street signs, events, charity.
Website, social media.
Website, blog, social media,
street signs, events, charity..

POSITIONING MAP
BABKA
organic bakery & cafe
QUALITY
PRICE

SWOT ANALYSIS
S
W
International, unique,fresh
and organic menu
Modern and welcoming
design
No loyal
customer base
Introducing unfamiliar
flavors to the local
community
O
Integrate into the
community trough
workshops and themed
events.
Supporting local causes in
the community
T
An extremely diverse
customer base.
Competing with other
organic bakeries
.

BRANDING
PLAN

TOUCH POINSTS MAP
BEFORE
Social Media
Website/app
Street sign/
front store
Advertising
DURING
Employees
Menu
Uniforms
Theme evenings
Volunteering in
the community
Packaging
Social Media
Interior Design
AFTER
Cooking book
Ephemeral
Members club
Emails
Social Media Packaging Tote bags
Follow Ups

BRANDING APPLICATION
Basic Elements
Printed Publicity
Architecture And Signposting
Transportation
Uniforms
Stationery
Miscellaneous
Social Media and Web
Events
Ephemerals
Symbol, logotype, color palate
Promotional print, Ads, Matchbox, Cookbook
External signs
Designed vehicle
Aprons, Staff t-shirt
Letter heading, Envelope, Business card, Menu
Coffee cups, Packaging, Tote bags, Members club
Yelp, Instagram, Facebook, Website, App
Theme evenings, Volunteering in the community
Coffee mugs, Cookies box, Tote bags

LOGO/ SIGNATURE
Trench/100
BABKA
organic bakery & cafe
Gill Sans/ Light

LOGO PROPORTION
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe

LOGO MAX REDUCTION
1.4 In
21 pt
8 pt
BABKA
organic bakery & cafe

LOGO POSITIVE/NEGATIVE
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe

LOGO DO’S AND DONT’S
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe
BABKA
organic bakery & cafe
BABKA
BABKA
organic bakery & cafe

TYPEFACE
Trench/100
apex
BABKA
apex
arm
cap line
base line
bowl
bowl
leg
crossbar
Gill Sans/ Light
ear
shoulder
descender
stem
eye
open counter
ascender height
organic bakery & cafe
x-height
counter
loop
bowl
ascender
bowl

TYPEFACE
TRENCH
Modern, clean and energetic.
Trench typeface showcase the bakery values in a perfect harmony.
The font is san serif which goes along with the modern and clean look of
the bakery. The rounded corners demonstrate the friendly and welcoming
attitude, a key symbol as a bakery.
ABCDEFGHIGKLMNOPQRTUVWXYZ
1234567890
GILL SANS
Geometric, minimalist and versatile.
Gill Sans is a san serif font. It completes the Trench typeface and gives
emphasis to its qualities. It also represents the aesthetic appeal that the
bakery is looking to present to its customers. The typeface is clean and
elegant that is easy and pleasing to the eye.
abcdefghigklmnopqrtuvwxyz
1234567890

COLOR PALETTE
CMYK
RGB
0,0,0,100 0,0,0,0
38,36,36 255,255,255
BLACK
The black color represents a bold and sophisticated attitude.
There is a powerful statement about the quality and standards of the bakery.
It is simple, yet elegant and expresses the core values and aesthetics of
Babka bakery .
WHITE
The white color represents the more pure and clean element in the Bakery.
The design aesthetic of the cafe is clean and natural. White softens the
harshness of the black and allow the design to correspond with other natural
elements in Babka.

SECONDARY COLOR PALETTE
CMYK
RGB
0,0,75,25 0,0,0,87
199,191,87 208,209,211
GREEN
The green color has a strong connection to growth, health and sustainability.
Babka bakery have a great pride in serving locally grown and organic
produce. It serves as a secondary color and support those values in a variety
of elements.
GRAY
Gray is a calm, natural and balanced color. It works with most colors and
compliment them. The neutral and calm attributes in it, reflect the values and
design aesthetics of the bakery and work well the other colors.

BUSINESS CARD
TYPE OF PAPER:
20PT Charcoal Black
Charcoal Black paper is made of 30% post consumer
waste and its production is carbon neutral. It has a
rough and grainy texture and comes with the seal of
approval from a number of environmental organization.
THE DESIGN:
The business card design corresponded well with the
brand values and aesthetics. The black side represents
a minimal, balanced and modern look.
The white side showcases the pure and organic
elements in the bakery. The circles are being highlighted
to emphasise the importance of the bakery values
and their attachment to the community.

BRANDING
IDENTITY

LOGO APP AND FAVICONS

SOCIAL MEDIA AND HASHTAGS
#babkahappiness
#babkagivesback
#babka
#babkaeveryday
#babkabakery

CORRESPONDENCE DESIGN

COLLATERAL
MEMBER CARD
COOKING BOOK
APRON

MENU

BAGS

COLLATERAL

EPHEMERALS
COFFEE MUGS
TOT BAGS
TOTE BAGS
COOKIES BOX

SIGNAGE

TRANSPORTATION

ADVERTISING/ EVENTS

ADVERTISING/ EVENTS

ADVERTISING/ ADS

ADVERTISING/ NEW MEDIA

IMAGERY

STAFF T-SHIRT

THANK YOU
BABKA
organic bakery & cafe