branding guide

STYLE GUIDE 2021
fantasy slime
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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
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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
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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
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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.
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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
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Patterns
they make the brand!
Used throughout packaging and branding items
Just don’t make them clash!
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