AFQ-BrandGuide-2023

BRAND GUIDELINES
ALCOHOL FREE QUEEN
December 2023

Introduction
Alcohol Free Queen stands as a guiding light
for those committed to a path of an alcoholfree
lifestyle, personal growth, and optimal wellbeing.
Our brand messaging is rooted in the
daily commitment to showing up in one’s life,
overcoming discomfort, and prioritizing health.
Reflecting a luxurious, high-end ambiance,
our messaging radiates approachability and
inclusivity, welcoming individuals from all walks of
life to join this journey.
Table of
Contents
Logo 04
Typography 08
Messaging 12
Color Story 18
Imagery 22
Brand Guidelines

Brand Guidelines
Logo
Brand Identity
1
The Alcohol Free Queen logo is a visual representation of the brand’s
commitment to clarity, elegance, and positive transformation. It
serves as a beacon of empowerment, encouraging individuals
to embrace their inner strength and choose a lifestyle centered
around an alcohol-free lifestyle, growth, and well-being.
Logo
The Alcohol Free Queen logo is crafted
to evoke positive emotions, aligning with
the brand’s mission of empowerment
and well-being. The combination of fonts
and symbols creates a harmonious visual
identity that resonates with the target
audience, instilling a sense of pride and
strength in those who choose an alcoholfree
lifestyle.
Brand Guidelines

Brand Guidelines
Alternate
Color Logos
Logo Mark
Maintain a minimum clear space around the logo
mark equal to the height of the crown icon.
This space is essential to prevent any visual
interference from surrounding elements.
Brand Guidelines

Typography
2
Alcohol Free Queen’s overall typography is a harmonious blend of
sophistication and modernity, featuring the versatile Freight Pro for
the logo, exuding elegance and adaptability, and the geometric sansserif
Montserrat for the body text, reflecting clarity and international
appeal, collectively enhancing the brand’s visual identity with a
timeless aesthetic. This thoughtful typographic pairing ensures a
consistent, visually compelling representation that aligns seamlessly
with the brand’s message of empowerment and well-being.
Freight Pro
Headers
Brand Guidelines
Montserrat
Body/Copy
Typography

Freight Pro
Montserrat
Freight Pro font, as part of the Freight
Collection, becomes more than a
typographic choice—it becomes a
storytelling tool for Alcohol Free Queen. It
encapsulates the brand’s commitment to
diversity, growth, and a timeless pursuit of
well-being, ensuring that the typography
itself becomes an integral part of the brand
narrative.
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Montserrat font, with its geometric
elegance and international appeal,
emerges as the perfect choice for Alcohol
Free Queen’s body text. It not only
enhances the brand’s visual identity but
also reinforces its commitment to clarity,
growth, and a global community united by
the pursuit of a healthier lifestyle.
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OPQRSTUVWXYZ
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Brand Guidelines
Typography
Brand Guidelines
Typography

Messaging
3
Alcohol Free Queen is more than a brand; it’s a movement that
empowers individuals to make choices that lead to a healthier,
more fulfilling life. Through positive messaging, community
engagement, and a commitment to well-being, Alcohol
Free Queen stands as a beacon of strength and support on
the journey to an alcohol-free lifestyle and personal growth.
Central Messaging
At Alcohol Free Queen, each day is an
opportunity for a conscious choice—a
commitment to rule over one’s narrative
with an alcohol-free lifestyle and
dedication to personal growth. Our brand
exudes a sense of sophistication while
maintaining an unwavering commitment
to approachability and inclusivity.
Brand Guidelines

Tone & Voice
The tone of Alcohol Free Queen is eloquent, confident, and sophisticated, yet
approachable and empathetic. Use language that exudes refinement while
fostering a warm and inclusive atmosphere, making every individual feel
welcomed on their journey.
Key Messaging
1. Daily Empowerment
• Encourage individuals to view each day as a conscious decision to take charge of their lives with an alcohol-free
lifestyle and a commitment to personal growth.
• Communicate that this lifestyle is not an exclusive endeavor but rather a path approachable to anyone choosing
the journey of well-being.
2. An alcohol-free lifestyle as a Valued Aspect
• Position an alcohol-free lifestyle as a valued aspect of self-care.
• Convey that choosing an alcohol-free lifestyle is not a sacrifice but an investment in personal health, a treasure to
be cherished.
3. Growth as Personal Achievement
• Portray personal growth as a journey of refinement and excellence.
• Highlight stories of individuals who have overcome challenges, emerging as figures of personal refinement and
resilience.
4. Health and Wellness Focus
• Emphasize the positive impact of an alcohol-free lifestyle on physical and mental health.
• Position Alcohol Free Queen as a brand that aligns with holistic wellness, promoting a balanced and fulfilling
lifestyle.
5. Overcoming Discomfort with Grace
• Emphasize the grace and strength in overcoming discomfort, transforming challenges into opportunities for
personal refinement.
• Share narratives that inspire others to face the uncomfortable with poise, turning moments of adversity into
stepping stones for personal elevation.
6. Approachable Luxury
• Maintain a luxurious, high-end tone while reinforcing approachability.
• Convey that the lifestyle promoted by Alcohol Free Queen is not exclusive but attainable, inviting everyone to
experience the luxury of a life well-lived.
Brand Guidelines

Lexicon
Alcohol Free
Central to Alcohol Free Queen’s identity, embodying the commitment to a life free
from the influence of alcohol.
Empowerment
A key theme, representing the brand’s mission to empower individuals in making
positive daily choices for their well-being.
Well-being
Emphasizes the holistic approach to health, encompassing physical, mental, and
emotional well-being.
Choice
Core to the brand philosophy, highlighting the daily decision to prioritize an
alcohol-free lifestyle, growth, and personal health.
Resilience
Reflects the strength and determination required to overcome challenges and
discomfort on the journey to a healthier lifestyle.
Growth
Symbolizes the continuous pursuit of personal development and improvement.
Community
Represents the inclusive and supportive network of individuals on similar journeys
towards an alcohol-free lifestyle and well-being.
Inclusivity
Underlines the brand’s commitment to welcoming individuals from diverse
backgrounds and experiences.
Clarity
Reflects the clear-headedness and focus that comes with choosing an alcohol-free
lifestyle.
Health
Signifies the priority placed on physical and mental health within the Alcohol Free
Queen lifestyle.
Luxury
Elicits a sense of opulence, emphasizing the brand’s high-end aesthetic while
maintaining approachability.
Sophistication
Represents the refined and elegant nature of the brand’s visual and messaging
elements.
Daily Commitment
Highlights the recurring choice to embrace an alcohol-free lifestyle and personal
growth on a daily basis.
Joyful Living
Encapsulates the positive and vibrant lifestyle promoted by Alcohol Free Queen.
Celebration
Acknowledges the importance of acknowledging milestones and successes on the
journey to well-being.
Camaraderie
Expresses the sense of friendship and mutual support within the Alcohol Free
Queen community.
Regimen
Emphasizes the structured and intentional approach to daily choices and wellbeing
practices.
Individuality
Encourages the celebration of unique personal journeys and choices within the
broader Alcohol Free Queen community.
Positivity
Reflects the brand’s optimistic outlook and focus on the positive aspects of an
alcohol-free lifestyle and growth.
Transformation
Captures the metamorphosis and personal evolution experienced by individuals
embracing the Alcohol Free Queen lifestyle.
Brand Guidelines

Color Story
4
Alcohol Free Queen’s brand colors have been carefully
curated to evoke a sense of empowerment, growth,
and regality. Each hue in the palette contributes to
a visual narrative that resonates with the brand’s
commitment to an alcohol-free lifestyle, personal
development, and the celebration of individual choices.
Brand Guidelines
Main
Colorway
Color Story
The combination of these colors creates
a harmonious palette that balances
regality with earthy stability, bold
simplicity with energetic vitality. The
Alcohol Free Queen brand colors work
together to tell a visual story of resilience,
empowerment, and the journey toward
a life free from the constraints of alcohol.
HEX # E1C69D
HEX # 611343
HEX # 221D1E
Earthly Stability and Resilience:
Pantone Prairie Land, reminiscent
of serene landscapes, symbolizes
stability and resilience. This earthy
tone reflects the foundation upon
which the Alcohol Free Queen
community builds its journey to
well-being and personal growth.
Regality and Empowerment: Plum
Purple adds a touch of regality
and empowerment to the palette.
Representing dignity and inner
strength, this color embodies
the queen-like spirit within every
individual choosing a life of an alcoholfree
lifestyle and self-empowerment.
Bold Simplicity: Process Black, a
timeless and bold choice, adds a
touch of simplicity to the palette. It
represents the clarity of choices and
the courage required to embrace
a life free from the influence of
alcohol. It serves as a grounding
element in the vibrant spectrum.
Brand Guidelines

100% 75% 50% 25% 10%
Brand Guidelines
Color Story
Optimism and Fresh Beginnings:
Pearled Couscous, with its light and
optimistic tones, symbolizes fresh
beginnings. This color captures
the essence of the Alcohol Free
Queen community’s journey
toward positivity, growth, and
the pursuit of a brighter future.
Brand Guidelines
Color Story
Expanded
Colorway
HEX # F2E8D5
Energetic Vitality: Strawberry Mix
injects a burst of energetic vitality
into the palette. This color represents
the joy and vibrancy that accompany
the choice of a healthier, alcohol-free
lifestyle. It symbolizes the celebration of
life’s diverse and flavorful experiences.
Color
Tints
This vibrant color palette ensures versatility
across various platforms, whether in digital
spaces, printed materials, or branded
merchandise. The colors bring consistency
to Alcohol Free Queen’s visual identity,
fostering recognition and reinforcing
the brand’s values in every interaction.
HEX # DB1473
HEX # D3A335
Royal Achievement: Kingdom
Gold, a luxurious and warm hue,
signifies the achievement that
comes with choosing an alcoholfree
lifestyle and embracing personal
growth. It represents the golden
rewards of a life dedicated to
well-being, empowerment, and
the pursuit of one’s best self.
Color tints in branding are essential to evoke
specific emotions and create a visual language
that resonates with the brand’s identity, fostering
a memorable and emotional connection with
the audience. Tints offer versatility, enabling
a brand to maintain consistency across
various applications while adapting to diverse
environments and maintaining visual appeal.
Brand Guidelines

Brand Guidelines
Imagery
Appropriate imagery for Alcohol Free Queen should
capture the essence of strength, community, and joy,
portraying diverse individuals confidently embracing
an alcohol-free lifestyle and personal growth.
Imagery
5
Image
Suggestions
For Alcohol Free Queen, imagery should encapsulate
the transformative journey towards a sober and
empowered lifestyle. Consider visuals that convey
strength, resilience, and the celebration of personal
growth. Showcase diverse, inclusive communities
engaging in positive activities, fostering a sense of
camaraderie and support. Embrace images that
radiate vitality, capturing the joy of choosing an
alcohol-free lifestyle. From empowering self-portraits
to vibrant group shots, the imagery should reflect the
brand’s commitment to well-being, self-love, and the
flourishing spirit of individuals reclaiming their lives.
Imagery Suggestions
Brand Guidelines