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TABLE OF CONTENTS<br />
I<br />
II<br />
Our Story<br />
It All Started 2<br />
Today 2<br />
Our Mission and Vision<br />
Vision 3<br />
Mission 3<br />
Farm Boy Way 3<br />
Positioning Statement 5<br />
Messaging Tone 6<br />
Recipe For Good Copy 6<br />
III<br />
A Farm Fresh Brand<br />
Brand Essence 7<br />
Our Signature 10<br />
Logo 12<br />
Color Usage 13<br />
Monochromatic 13<br />
Reversed 13<br />
Logo Tagline 14<br />
Color Usage 14<br />
Monochromatic 14<br />
Reversed 14<br />
Wordmark 15<br />
Logo Don’ts 16<br />
Fonts 17<br />
Colours 19<br />
Sub-Brands & Programs 21<br />
IV<br />
V<br />
Imagery<br />
Woodcut Illustrations<br />
Woodcut Above The Rest<br />
Photography<br />
Departments<br />
Grocery<br />
Produce<br />
Kitchen<br />
Seafood<br />
Meat<br />
Bakery<br />
Deli<br />
Cheese<br />
2 Farm Boy Brand Guide
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