Branding Catalog Final

2020 BRANDING GUIDE

2020 BRANDING GUIDE

01
WAAAZZZZUUUUPPP!
33
Who We Are
Our Homies
How We Work
SAY CHEESE
Smile For the Camera
11
OUR RAD LOGO
37
Our Main Man
Give Him Some Space
Second Best
Misuse
BRAND
APPLICATIONS
90’s Box
Package Design
Our Lingo
21
KOOL COLORS
43
Primary Color Palette
Color Variations
Patterns
Box Patterns
ADVERTISEMENT
Favicon + Website
Don’t Be Antisocial
29
DOPE TYPEFACES

WAAAZZZZUUUUPPP!

Feel the funk

Grooving to those sick beats
Spreading peace and love

WHO WE ARE
Rewind is the leading subscription box company in providing every adults’ dream,
to be a kid again. We offer a variety of rad items from each decade, things we
know everyone missed.
We’re the Real Deal
We take pride in allowing adults to take a moment out of
their busy lives to, just for a moment, tell their
problems to talk to the hand. Founded in 2012, Rewind
is the worldwide leader in nostalgic subscription boxes.
Rewind partners with second hand stores and thrift shops.
You can imagine how hard it is fininding things that aren’t
made anymore. In its first five years, Rewind has delivered
over 14 million boxes to homies in 35 territories across
the globe.
We Were Kids Once Too
We were all kids at some point, unless you were an alien,
in which case this box may not be for you. We celebrate
the finer things in life, a.k.a anything that distracted us
from our responsibilities. We’re here to bring back old,
nostalgic moments with various knick knacks from what
seems like forever ago. We know what it’s like to feel
stressed and wishing you hadn’t grown up so fast. That’s
why we’re dedicated to working closely with second hand
stores and thrift shops to find authentic and rare items
that you once charished when you were a little tike.
Lucky Duck
You may not be lucky enough to win the lottery, but
everyone is a winner with this subscription box because
no box is the same. Some of the things we had as a kid,
aren’t made anymore, but they are somewhere...waiting...
for a staff member at Rewind to find and put it in your
lucky box. So, you’re welcome. We don’t mind going
bananas trying to find you your favorite thingamajigs...
and yes we sang that Gwen Stafani song while writing out
banana.

Alex
Jennifer
Cassidy
Gwen
Steven

Video
Killed
the

Radio
Star!
- The Buggles

OUR HOMIES
We don’t just have customers or subscribers, we have ride or die homies who join
our Rewind family. We ensure that each box has something for everyone.
EVERYONE!!
This subscription box is intended for everyone
including, but not limited too, your mom, second
cousin, great-grandfather...you get the idea. The intended
purpose of this subscription is that you get a box that
coordinates with the decade in which you were born or if
you’re feeling a bit adventurous, you can request a box
from a different decade. The choice is yours.

Edward Scissorhands 90’
Dumb and Dumber 94’

Dazed and Confused 93’
Titanic 97’

HOW WE WORK
We strive to meet our audience on a personal level. This is how we want our homies
to experience our subscription box, step by step.
GO ONLINE
Use this decade’s latest technology to navigate
to our website, Rewind.com. There, you’ll fill
out the survey so we know which decade box
to gift you.
ORDER IT ALREADY
The subscription is only $20.00 a month, but
the memories you get out of it are priceless.
So,do your young self a favor and get the box.

ITS HERE! BUST IT OPEN SHOW OFF
So, you made the right decision and bought
the subscription. A couple days go by, you’ve
had a rough day at work,you finally get home
and bada bing bada boom,the wonderful box
you had bought is waiting on your doorstep.
Very gently, open the box. We put several
items in there for you from your childhood
that should jog some memory. We got snacks,
we got games, we got collectables, we got
clothes, and the list goes on. We even gave
you somehing to jam too when you first open
it. So have fun with it.
Now that you’ve walked down memory lane,
you have some options as to what you can
do next; show your kids, message your
friends, check websites to see if you can make
some money off your new found treasure,
or keep it to look back on. More importantly
though, go share it on social media and
tag us with #rewind.

OUR RAD LOGO

OUR MAIN
MAN
LOGO WITH TAGLINE
The logo with the tagline is used when the
brand is not easily identifiable. The tagline
gives our audience a better understanding of
what we do.
MIN. SIZE
The smalled a logo should be represented
is 1” high

LOGO WITHOUT TAGLINE
The logo without the tagline is used when the
brand is already made established. Once it’s
made know what our brand is, the tagline is no
longer necessary.
MIN. SIZE
The smalled a logo should be represented
is 0.5” high

LOGO WITH TAGLINE
The logo with the tagline is shown
with it’s clearspace the width of
the rewind icon. The box gives this
particular version of the logo, more
clearspace than without it.

GIVE HIM SOME
SPACE
LOGO WITHOUT TAGLINE
The logo without the tagline also follows the
same clearspace, with the width of the rewind
icon being the source of measurement.

SECOND
BEST
Rewind’s secondary logos consist of two
treatments; one with type, with the rewind icon
and one utilizing both type and icon. They can be
used in place of the primary logo but not along
side it under any circumstances.
The icons can be used on applications where the
rewind brand has already been established and is
stated in plain text.
LOCKUPS
A. REWIND LOGO WITHOUT TAGLINE PLACED
IN BLACK BOX WITH THE COLOR OF THE TYPE
INVERTED 0.5 INCH AROUND THE LOGO
B. THE REWIND ICON PLACED ABOVE THE RE-
WIND LOGO WITHOUT THE CAPTION
ICON
C. THE REWIND ICON IN SOLID BLACK

A.
C.
B.
REWIND

A. B. C.
D. E. F.
G. H. I.
J. K. L.

MISUSE
ONLY A DUFUS WOULD MAKE THES MISTAKES
WE DON’T WANT YOU TO BE THAT DUFUS
There are right things to do and there are wrong
things to do. This will highlight the absolute
wrong things to do with our logo. Utilizing our
primary logo and secondary logos keeps our
integrity intact. There is no need to add
unneccessary embelishments to any of our logo
treatments. Here are a few examples of ways
that we are begging you to not do to either the
primary nor secondary logos. Please.
A. DON’T ADD A DROP SHADOW
B. DON’T ADD A TEXTURE
C. DON’T USE A DIFFERENT TYPE
D. DON’T ROTATE IN ANY DIRECTION
E. DON’T WARP
F. DON’T ADD A STROKE
J. DON’T ADD A GRADIENT UNLESS IT’S A
PART OF THE COLOR VARIATIONS
(SEE COLOR VARIATIONS)
K. DON’T MAKE IT A SOLID COLOR OTHER
THAN BLACK OR WHITE
L. DON’T MAKE 3D
G. DON’T ADD AN OUTLINE
H.DON’T STRECTH
I. DON’T ADD AN INNER GLOW

KOOL COLORS

PRIMARY
COLOR PALLETE
SWEET AND SIMPLE
We like to keep things simple, especially when
dealing with drastically different color palettes for
each decade. We keep our brand simple, so we
have the artistic freedom to use whatever color
palette we want for the boxes...well...whatever
colors are fitting for the time period of course.
Our colors are modern and timeless. Black and
white go with every decade. We use our brand
colors alongside our secondary color palletes
when needed.
Our color palette is VHS and Pearl.

VHS
#000000
R:0 G:0 B:0
C:0 M:0 Y:0 K:100
PEARL
#FFFFFF
R:255 G:255 B:255
C:0 M:0 Y:0 K:0

SLUSH PUPPY
#66A4AE
R:102 G:163 B:174
C:62 M:22 Y:29 K:0
FINE CHINA
#F3EDDD
R:243 G:237 B:221
C:4 M:5 Y:13 K:0
MAGIC SCHOOLBUS
#F3A848
R:243 G:168 B:72
C:3 M:38 Y:82 K:0
MAGIC 8 BALL
#DA6B42
R:13 G:13 B:13
C:74 M:67 Y:66 K:85
CHEESE BALLS
#DA6B42
R:218 G:107 B:66
C:11 M:70 Y:81 K:1
SECONDARY COLORS
This is where the fun begins. Each decade is
completely different from the next one. So, each
decade box with be different from the next one.
A big differentiation between them is the color
palette. While our brand colors are simple, our
secondary colors are on a whole new level. Each
decade will stick with five colors in their specific
color palette, three of which will be the primary
focus. The colors will be utilized throught the box
from the box itself, the inner packaging, patterns,
etc. Each box will also display the Rewind logo
with the three main colors of that box’s color
palette as a gradient either in the whole logo or
just the Rewind icon within the logo.

COLOR
VARIATIONS
90’S COLOR PALETTE
Displayed on the previous page is an example of
a secondary color palette that is used for the 90’s
box. The first row of colors, Slush Puppy, Magic
Schoolbus, and Cheese Balls are the three main
colors in this color palette. The bottom row, Fine
China and Magic 8 Ball, are the secondary colors.
To the right are two examples as to how the color
palette will reflect in the logo as well.
A. THE GRADIENT IS USED FROM RIGHT TO
LEFT, ENDING AT THE POINT ON THE REWIND
ICON AND RESTARTING ON THE IMPLYED ‘E’
A.
B.
B. THE GRADIENT IS ONLY APPLYED TO THE
REWIND ICON USING TWO OUT OF THE
THREE COLORS

PATTERNS
HIDDEN ICON
As a brand, we use patterns in a variety of
ways for a variety of reasons. Our brand
patterns, as shown on the next page, are an
extension of ourselves. There are bits and
pieces of our logo identitiy intertwined within
the pattern. We wanted the patterns to show
off our brand in a subtle way. Our patterns
reflect our brand and also resemble certain
elements from particular decades that people
might associate as familiar.
Patterns for our brand can be used on
promotional materials such as poster as well as
on social media posts.
PATTERNS
A. REWIND ICON, ‘E’, AND ‘I’ INTERLOCKING
B. REWIND ICON, ‘E’, AND ‘I’ TURNED,
VERTICALLY STRIPED
C. REWIND ICON AND ‘N’, STRIPED
HORIZONTALLY
D. ‘E’ AND THE BOX THE LOGO SITS WITHIN
IN THE PRIMARY LOGO, INTERLOCKING
E. ‘E’, ‘N’, ‘D’, AND ‘R’ SWITCHING DIRECTIONS
F. LOGO SPLIT IN HALF AND
ROTATED VERTICALLY

A.
B.
C.
D.
E.
F.

BOX PATTERNS
WITH STYLE
Our box patterns, differ tremendously from
our brand patterns. We want our audience to
emerse themselves in their decade’s box. A
part of that, is not only having items from that
decade, but having the box itself look like it
came from that time period. Each decade had
a distinct style that whether it be clothing, music,
etc. Patterns also differ between decades.
THAT’S SO 90’S
Displayed on the previous page are examples
as to the variety of patterns that resonate with
the 90’s decade. The patterns shown, use the
five colors of the secondary color palette.
Patterns used for the boxes can use
illustrations as well as vector shapes. There are
however, rules that we should follow regarding
the patterns:
Our box patterns can be utilized on the box
itself, the inner packaging, any reading material
within the box, and also social media posts.
1. MIX UP THE BACKGROUND COLORS
2. USE DIFFERENT SHAPES
3. THE PATTERN SHOULD BE INFINITE

DOPE TYPEFACES

DOPE TYPEFACES
BRAND VS BOX
The typography treatment for our brand is
clean and modern. We use two san serif fonts,
one primarily used for headlines and the othe
rfor body copy, such as the words you’re
reading right now. We also have a handwritten
script that we only use when working with
photographs on polaroids. It makes the photos
more personal and relateable.
resonate with any decade. The type treatment for
the boxes with be consistent for all boxes regardless
of decade. We feel as though these fonts
have attributes similar to different fonts from all
the decades.
The typography for our boxes however, are
completely different. They are supposed to fun
and inviting. We went with a handwritten type
for titles and things that need to grab your
attention. We chose a different san serif font
for the captions and body copy. This font can

THE BRAND
THE BOX
Body Grotesque
Slim/ Bold
Used for headlines 60 pt
or subheads 30 pt
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
Used for title on the
inner packaging
Avenir
Used for body copy
Medium, Medium
Oblique, + Black
Lowercase + Uppercase
9 pt
Caveat Regular
Only used for polaroid
photo captions
Lowercase
19 pt
ABCDEFGHIJKLM
NOPQRSTVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
ABCDEFGHIJKLM
NOPQRSTVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
Uppercase
(Size varies on size of
packaging)
Century Gothic
Regular,
Bold, Bold Italic
Used for captions and
body copy on contents
inside the box
Uppercase
(Size varies on size of
ABCDEFGHIJKLM
NOPQRSTVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890

SAY CHEESE!

SMILE FOR THE
CAMERA
OR DON’T, WE’LL ACCEPT CANDIDS TOO
READY FOR YOUR CLOSE UP?
To remain cohesive, our photography style
matches or primary color palette. Any photo
used within our brand is treated as black and
white. When using photography, keep the following
things in mind:
1. THEY MUST BE BLACK + WHITE
2. NEW OR OLD PHOTOS
2. INCLUSIVE MODELS (ALL AGES, GENDERS,
ARE YOU READY NOW?
There are different ways you can treat the
photography use. Shown on the next page are
the different ways we can show photography
throughout our brand:
A. USED WITHIN A CLIPPING MASK OF OUR
LOGO OR REWIND ICON
B. AS A POLAROID PHOTO
SEXUAL ORIENTATION ETC.)
**THE ONLY TIME COLOR CAN BE SHOWN IS WHEN A
SUBSCRIPTION BOX IS PRESENT**

A.
B.

BRAND
APPLICATIONS

90’S BOX
EXAMPLE OF HOW WE GET THINGS DONE
THINGS AREN’T ALWAYS AS THEY APPEAR
To achieve the experience we are striving for
for our audience, we want to give them a taste
of things before giving them the whole cake.
So, we decided to keep the outside of the box
fairly simple, because the inside on the
otherhand is far from it.
The exterior of the box is about 60% solid
white. On the sides of the box, will be a simple
yet fun and inviting pattern. This pattern is
ONLY on the sides, the top of the box should
remain plain. The Rewind logo, the version that
is full gradient, will be placed in the center of
the top of the box.
The inside of the box is a whole new story.
One of the key elements that sets our company
apart from others’ is that our box plays different
sounds depending on the decade. For example,
the 90’s box, plays a mix of theme songs from
the 90’s from cartoons to sitcoms. Second thing
you notice is one of the patterns covers the entire
inside of the box. A colered tissue paper, covers
the contents of the box within, with a single
sticker with our Rewind icon. Sticking out from
within the tissue paper is our welcome note.
Behind the tissue paper is the hidden treasures
of the 90’s wrapped in beautiful pattern covered
packaging waiting to be discovered.

PACKAGE DESIGN
LOOKIN’ GOOD
Our beautiful package design is what should
make our audience excited to see what they
got. For the 90’s box, we wrapped our individual
packaging boxes with our box specific patterns.
No pattern is used twice within the same
box. The title of the box is large and in charge.
We paired each title with a little blurb that tells
you what’s in said box while inccorporating the
90’s lingo. Our 90’s box includes six individual
boxes, a 90’s lunchbox, one envelope, one
card, and two loose items.

OUR LINGO
NOW YOU’RE SPEAKIN’ OUR LANGUAGE
SAY WHAT?
We pride ourselves in or hummilty and relatability.
This subscription box is supposed to
be fun and entertainining. If we have a serious
undertone then I think we’re in the wrong
buisness. Our copywriters work tirelessly to
make each box’s “voice” sound like it’s coming
from the people of the decade. Each decade
has it’s terms, phrases, slang that sticks around
for a while, then falls off the face of the Earth.
Like, “All that and a bag of chips!”. It was once
a catchphrase coming out of the mouths of 90’s
babies, and here we are in the 21st century and
people today would have no idea what that
means.
WHEN DID YOU SAY THAT?
As a brand we invite humor into our copywriting.
We make jokes, we make fun of ourselves,
we are completely transparent and will tell you
what we’re thinking. We like to extend that
humorous voice, to the copywriting withing our
boxes as well while throwing in some hip catchphrase
when it was cool and not weird.
When incoorporating slang from the decades,
keep in mind their meanings. Again, our brand
is all about fun and games, but we stay away
from any terminology that could be considered
offensive and hurtful.

SLANG
Above are examples of slang and phrases
from the 90’s that could be included in the
copywriting for the 90’s box.

ADVERTISING

FAVICON + WEBSITE
CATCH US ON THE INTERNET
Yes, we have a website, makes selling a subscription
box a whole lot easier. We wanted to
make our homepage kind of like a scrapbook.
Our goal is to reminisce on the good times and
we wanted to put pictures to that goal. Each
polaroid picture has a caption of what is going
on in the photo and the year. You can see the
differences of the decades just by looking at
the photos. Times change, people change, the
enviornment changes, but the memories are
always the same.
SHOW ME THE WAY
Each photo can be clicked on and it’ll give a little
blurb from the owner of the photo, sharing
their memory to our audience.
As you make your way through the website,
and are interested in getting a box, their is a
page for the survery. That is where you’ll tell us
your decade. We have a page that gives you a
glimpse at the different kinds of boxes and the
kinds of stuff we put in them, but you’ll never
know exctly what you’re getting. We have an
about page, that tells you...well...about us.
Duh. There’s a page to join the Rewind family
as well as a page for returning family members.

DON’T BE
ANTISOCIAL
DO IT FOR THE LIKES
Things we would like to address in our posts
and would like to share might include:
1. BOX UNVEILINGS
2. REPOSTS FROM OUR SUBSCRIBERS
3. CLOSE UPS
4. THE PROCESS
5. SALES/PROMOS
SOCIAL BUTTERFLY
Besides the website, we are heavily active
on social media. Our main and more popular
platform is our instagram @Rewindbox.
Our platform on instagram allows us to reach
our younger audience. We post a few times
a week. Our instagram is consistent with our
branding, everything is black and white and
the only color that is shown when refering to
our boxes. We encourage our audience and
subscribers to post their findings from their
own boxes and tag us with the #rewind.