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STYLE GUIDE 2021

fantasy slime

1


Overview

what is GROOFT?

ROOFT is a complete slime kit

for children that allows them to create

their own unique slime at home.

The theme of our subscription box is

“Fantasy,” so kids and parents will be

able to choose from a variety of

fantasy creatures each month,

and receive an entire kit dedicated to

this theme. For example: mermaids,

fairies, wizards, witches, unicorns,

trolls, monsters. You name it, we have

it! Themes will all be apparent from the

outside of the box, to the ingredients,

and overall branding. Consumers will

then have their complete kit of slime

creation delivered to their door.

MISSION STATEMENT: Just stupid fun! Craft your own slime how you choose with our custom fantasy kits.

From trolls to mermaids, we’ve gotcha covered to create the most unique slime imaginable. Too often schoolwork

and extracurriculars get in the way of kids being kids. Who’s with me? Our revolutionary slime subscription box

is a great way to get a fun and unique craft delivered to your door, complete with everything necessary to make

the perfect gooey concoction.

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History

why we exist

Our beloved subscription box was created by

Daniel Miranda, to simply be stupid fun for kids.

Too often schoolwork and extracurriculars get

in the way of kids being kids. GROOFT is intended

as a silly way to get tactile while including specific

interests of the child in a stylized, all-in-one slime kit.

This gooey concoction has grown in popularity over the

past few years, but it can often be limited to what you

have on hand or at local stores. Our box provides

specifically themed-out boxes filled with everything

you could possibly want or need to make creative

and unique slime at home!

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Get Gooey

From Site to Doorstep

From website, to doorstep, to table, the packaging will be bold and fun,

making consumers know what has come the second they lay eyes on it.

The buyer has control over the type of slime kit they want, with many options

to choose from. The box and everything inside will be themed out to your

choice of fantasy character so you know exactly what you are getting, bright

colors and fun designs will make it stand out to kids and parents more than a

plain brown box. The experience of making your own slime is just fun. There’s

nothing more to it. Each kit will come with appropriate containers to store

your slime in until your next shipment.

What’s Inside?

Ocean Goo (white, clear, or colored glue)

Magic Saline Solution

Glitter/add-ins

Slime Storage Containers

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Archetype

the creator

Characteristics:

Authentic and creative visionaries that do not conform

to society. Perfection is the main goal, while money and

time are of no concern. Here, consumers will be able to

CREATE whatever slime their hearts desire, with the only

limitation being their imagination.

Audience:

GROOFT focuses on an audience ages 5-15,

and their respective parental guardian. All genders and

color welcome, we are an all inclusive brand that strives

for social justice. Anyone with a creative side will love

our box just as much as we do!

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Our Logo

recognize us

fantasy slime

Our logo combines the words Goo and Craft

into GROOFT, creating our iconic company name.

It features a hand-drawn type that has varying thicks and

thins and blobby formation, that is all tied together with a

slime splat that covers the entire surface of the word.

For a more contained logo look, you would use this

version of our logo with a blob shape containing the

word GROOFT reversed out.

fantasy slime

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Logo Variations

recognize us

The smaller variations create less surface space by condensing down to

just the G or a cutout G in a splat symbol.

The versatility of GROOFT allow for slight variations to our main logo.

There is an option for two smaller marks and a larger mark without the

tagline that reads “Fantasy Slime.”

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Clearspace

give it some breathing room

fantasy slime

In order to preserve GROOFT’s logo integrity, we ask that you

always leave clearspace around it. The minimum clear space of

the logo is the width of the O in GROOFT. This insures that the

logo is never placed too close to any other information or graphics,

and can still shine through to its full potential.

This clearspace should be maintained at all costs when

scaled up or down in size.

Please do not go any smaller than 2 inches for the word

GROOFT in wither option of the logo. Any smaller and

the splat will not read and the word becomes even more

baffling!

2 in.

minimum text width

fantasy slime

fantasy slime

2 in. minimum width

fantasy slime

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Logo Don’ts

never do this

fantasy slime

fantasy slime

fantasy slime

fantasy slime

fantasy slime

fantasy slime

DON’T Use the ocean waves text

on a slime green blob.

DON’T Use the slime green text

on an ocean waves blob.

DON’T Use the bubblegum pink

text on a slime green blob.

DON’T Use the slime green text on

a bubblegum pink blob.

DON’T Change the logo’s orientation

DON’T Bevel and emboss the logo

fantasy slime

fantasy slime

fantasy slime

fantasy slime

fantasy slime

fantasy slime

DON’T Use any other

background holding

DON’T squish or skew the logo.

DON’T Use the gloop text on a

bubblegum pink blob.

DON’T Use the fresh seafoam text

on a gloop blob.

DON’T Add a drop shadow of

any kind to the logo

DON’T Use outlines instead of

filled in shapes

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Color Variants

switch it up!

fantasy slime

fantasy slime

Black text on a Slime Green blob

Magic Magenta text on a

Slime Green blob

fantasy slime

fantasy slime

Ocean Waves text on a

Magic Magenta blob

Slime Green text on a

Magic Magenta blob

The GROOFT logo can be used in many different color combinations.

Each one tells a different story and can be matched with any theme.

fantasy slime

fantasy slime

fantasy slime

fantasy slime

Seaweed text on a Slime Green blob

Teal Titan text on a Slime Green blob

Bubblegum Pink text on a

Fresh Seafoam text on a

17 Warlock Spell blob

Teal Titan blob

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Color Palette

our color story

GROOFT features a limited color palette

of 3 primary colors and various shades of each.

GLOOP

HEX #DAE79D

RGB (218,231,157)

C(16) Y(49)

PANTONE P 160-4 U

BUBBLEGUM PINK

HEX #D284B8

RGB (210,132,184)

C(15) M(57)

PANTONE P 83-4 U

FRESH SEAFOAM

HEX #91D7EA

RGB (145,215,234)

C(40) Y(6)

PANTONE P 118-3 U

SLIME GREEN

HEX #87C540

RGB (135,197,64)

C(52) Y(100)

PANTONE P 160-8 U

MAGIC MAGENTA

HEX #A23A95

RGB (162,58,149)

C(40) M(92)

PANTONE P 83-8 U

OCEAN WAVES

HEX #32C2D8

RGB (50,194,216)

C(66) Y(15)

PANTONE P 118-5 U

Primary Colors

SEAWEED

HEX #3A803D

RGB (58,128,61)

C(80) M(27) Y(100) K(14)

PANTONE P 155-16 U

WARLOCK SPELL

HEX #702671

RGB (112,38,113)

C(65) M(100--) Y(21) K(10)

PANTONE P 85-7 U

TEAL TITAN

HEX #07777C

RGB (7,119,124)

C(87) M(36) Y(47) K(11)

PANTONE P 122-16 U

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The GROOFT logo features a handmade typeface

with varying thicks and thins. It is not perfect, but

meant to look handmade and fun.

Typography

words matter

fantasy slime

Paper Works

Genty

Paper Works is a similarly imperfect font used in

the tagline of the logo.

Genty is seen being used throughout the brand in major

headlines. It is a blobby script that work s wonderfully

with our loose and fun style.

Futura PT

Aa Aa

Aa Aa

Aa

Aa

Aa

Aa

Book Medium Heavy Bold

Futura PT is our main foundation for type. You will see it

in smaller headlines, bold-ed out words, and regular text.

Book is used throughout our brand as the main text

weight. Any description or text boxes will be in Book.

Medium is used rarely, but if there needs to be a slight

differentiation it is the go-to. Heavy is used when

Bold is too bold. And Bold is used whenever you

have a headline or title, as well as wherever our brand

GROOFT is mentioned.

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Voice

what are we portraying

GROOFT is just stupid fun! Craft your own slime how

you choose with our custom fantasy kits. From trolls, to

mermaids, we’ve gotcha covered to create the most

unique slime imaginable!

The voice of GROOFT says it all! We are fun and cheerful, and will

only bring smiles to children’s faces. We will talk to you like you are our

friend, with our goal being understandable to all. Appealing to children

and their hard-working parents, our audience will not feel talked down

to or scrutinized. We want kids to be drawn to our specially themed

boxes and their parents to know that our products are safe, fun,

and worth their time and money.

23 24



Imagery

examples

This month’s subscription box features a Mermaid

theme. It mixes elements of slime splats and seashells

to create a fun and colorful under-sea experience.

glitter

charms

foam

Key Principles:

Maintain a fun and kid friendly design.

Do not use colors outside of the previously

assigned color palette.

Labels designed for small pots of glitter and other slime add-ins

Our illustrations are only flat vector style,

so do not make anything look 3D.

Headlines can be layered to add a flat shadow

effect, but don’t get too carried away.

Ocean

Goo

Slime

Container

8FL OZ

Magic

Solutionn

13FL OZ

Label for a bottle of Ocean Goo

10FL OZ

Label for a slime

preservation container.

Label for a bottle of Magic Solution

25 26



Patterns

they make the brand!

Used throughout packaging and branding items

Just don’t make them clash!

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