27 Boxes Brand Guide NOV

Melville
Brand Guide

Introduction
The following guidlines are to
ensure the logo is used in a
way that upholds the aesthetic
standards and keeps the
brand looking professional and
consistent.

What We Believe.
Shopping should be an aesthetic and engaging
experience, as well as practical and convenient.
Within South Africa there is a unique and powerful
source of creativity that needs to be showcased
and celebrated.
That creating more interesting and appealing
spaces to shop and socialise, makes life better.

Brand Essence
Creative – aesthetic, eclectic, interesting;
inspiring; innovative, uplifting
Artisanal – locally produced; hand-made; craft
design; specialty food
Practical – useful, easily accessible, everything
under one roof
Colourful – colourful in its design, its diversity and
in its people
Simple – simple design, clean spaces,
simple concept
Relaxed – comfortable, unpretentious
Light – bright, well-lit, fresh, open

Human Truths
• There is a growing resistance towards mass market, mass produced
goods and services.
• People are moving back to the simplicity and convenience of
neighbourhood shopping.
• Home-style, well crafted products are proving successful in every
category (food; furniture; clothing) and are meeting the universal
need for authenticity in an increasingly inauthentic world.
• The appeal of good design is as strong as ever.
• The desire for something more original and interesting.
• The need to be inspired and connect face-to- face - human contact
and collaborative creativity are as important than ever.

Value Proposition
For visitors and residents looking for a more authentic and creative shopping
& social experience, 27 Boxes Melville is an inspiring & creatively re-designed
space with easy access and off-street parking, offering practical shopping
and services; restaurants; children’s play areas and other unexpected
delights, in the heart of the village of Melville.
What you feel: uplifted, relaxed, comfortable, inspired, fascinated, curious,
stimulated, connected; happy to be there.
A sense of village life.
What you see: A uniquely designed space: aesthetic, authentic, eclectic,
creative, interesting and inviting.
What you do: Pick up daily groceries; delicious
meals and anything else you need. Find all sorts of great gifts and treats.
Meet friends and colleagues. Spend time with family. Activate your
kids in an energised, exciting, child-friendly space.
Be entertained: On weekdays and weekends there’s
always something happening.

BRAND PROMISE
The antithesis of a shopping mall experience…..
• Inspiring food
• Inspiring design
• Inspiring people
• Inspiring events
• Inspiring products
• Inspiring children’s activities
• Inspiring play areas
Brand Promise: Be inspired

Logo Guide
The primary version of our logo
is shown here. It should be
used wherever possible.
The logo elements should never
appear separately.
Melville

Safe Space
Safe Space
Safe Space
Melville
Safe Space
X - Indicator
When putting the logo to use
make sure there is enough safe
space arround the logo in order
to avoid logo becoming cluttered
or the page becoming
over crowded.
Always leave a safe space area
equal to the height of the box
icon in the logo as indicated “x”
Safe Space

Background
Application
The logo should only be placed
on a transparent or black
background in order to maintain
legibility of the logo as well as
maintain the strength of the
colour palette.
Melville
Transparent white
C: 0% M: 0% Y: 0% K: 0%
R 0 G 0 B 0
Melville
Black
C: 75% M: 68% Y: 67% K: 89%
R: 2 G: 2 B: 2

Wrong Logo
Application
A few rules are necessary for
maintaining the integrity of the brand.
Don’t compromise the overall look by
rotating, skewing or distorting the logo
in any way, this includes resizing any
on the elements, altering any colours
or adding a drop shadow.
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Don’t Rotate
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Don’t resize any of
the logo elements
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Don’t stretch
or squeeze.
Melville
Don’t add a
drop shadow.

Icons
These icons represent the different
categories of the centre and should be
used cautiously in designs. Guides are
seen in the social media quote template
and the poster template.
Food
Books
Garden
Coffee
Kids
Art
Fashion

Colour Palette
The chosen colour pallet is vibrant and
lively as well as calm, restful on the eye,
tasteful, cohesive and sophisticated.
Making the overall design
exciting and inviting.
AUTUM
BLAZE
158C
C: 0% M: 62% Y: 95% K: 0%
R: 0 G: 119 B: 34
BLOOD
ORANGE
1665C
C: 0% M: 79% Y:100% K:0%
R: 220 G: 68 B: 5
LEGER
433C
C: 33% M: 12% Y:18% K:30
R: 145 G: 157 B: 157
BLUE
HAWK
430C
C: 33% M: 18% Y:13% K:40%
R: 124 G: 135 B:142
BARKER
LAKE
536C
C: 34% M: 17% Y:2% K:7%
R: 162 G: 178 B:200
REGINA
418C
C: 38% M: 26% Y:40% K:72%
R: 81 G: 83 B: 74
WARM
GREY
1C
C: 3% M: 3% Y:6% K:7%
R: 215 G: 210 B: 203

Typogrophy
Typography is a powerful tool
when used consistently. This
set of typefaces should be used
throughout all print
and digital media.
The primary font, Typo Latin
serif- Bold, should be used
for all headings.
The secondary font, Helvetica
light should be used for all
subheadings and body copy.
* “27 Boxes” Make sure there
is always a capital “B”
Primary Font
Typo Latin serif - Bold
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
o p q r s t u v w x y z
Secondary font
Helvetica Light
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz

Social Media
Quote Template
These are guides to follow if posting a
quote onto social media.
Make sure the logo is the placed to be the
prirotised as the hirachy of the page.
House text with strokes on top and bottom, equil length to
the text box
Use TypoLatinserif-Bold Font
Set background to 30% opacity

Online Messaging
Promote your store through on social media.
Here are some guidlines to help you.
1. Keep messaging short, simple
and relevant.
2. Try to link to a website, picture or video to
engage the user.
3. Keep an eye out for comments and be sure to
respond to everyone that posts on your wall.
4. Consider when your audience is most likely to
be online and post during that time.

Melville
Poster Templates
These rules can be applied to
online as well as print media.
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Keep a consistent safe
space and alignment
around your elements.
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Your Event Title
Date & Time
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doloreic tem nim volor soloria voloresti beria nonem
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laut ipsus sin nos estia quidign isintiatio te debis repelitas
sequi si nus sam niene pariorem si blab is ut lab iumquo
Make sure your photos are
relevant. Give a bit of space
between each picture so that
the images are effective on
their own as well as create a
stimulating layout.
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This poster variation works best
for a single message
call-to-action.
Make sure you use the correct
font and have your text
presented in a large format
Melville

Call-to-action
examples
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50%
SALE
WATCH
THIS
SPACE
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Melville

Shop No.33
@27boxes 27boxes.co.za facebook.com/27boxes.co.za
011 111 11 111
Store Front
Vinyl Application
This is to guide with placing your logo and information
onto your store window.
*If you have a sliding door make sure to only apply the
vinyl to the static door no vinyl may be applied to the
slider as it slides behind the static door and it will not
be visible.

Shop No.33
@27boxes 27boxes.co.za facebook.com/27boxes.co.za
011 111 11 111
Shop Number
Online Contacts
Phone Number
Your Shop Logo placed in the upper half
of the window to be at eye level.
Your logo should be centered and fit into a
620mmx620mm square.
Be sure to keep a safe space
of at least 290mm on either
side of your logo.
Make sure to leave enough white
space to maintain the visibility of
your store interior.

Melville
Empty Store Vinyl
This vinyl must be applied to a store that is
closed or under renivation.

Invitation Template
This template should be used for invitations.
Rember to make mention of the
underground parking.
BE INSPIRED.

Invitation Example
You Are Invited
Please join us as we celebrate the re-launch
of 27 Boxes, Melville.
Time: 6pm for 6:30pm
Date: 17 November 2017
Venue: 27 Boxes, Melville.
75 4th Ave, Melville, Johannesburg, 2109
Underground parking off 4th Avenue
Event Details: Walk through the
centre followed by a Long Table Dinner
Please RSVP by 10 November
Click Here To RSVP
Click here for our
Facebook Page.
BE INSPIRED.
Click here for our
Instagram Page

Photography
When shooting your products make sure to use a
low aperteur for maximum detail.
When editing your photo’s make sure to have even
colour tones, crop tightly around the focal point
and add a small amout of noise to give it a flim
aesthetic and it will give your photos
an artisianal feel.