AFQ-BrandGuide-2023
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BRAND GUIDELINES<br />
ALCOHOL FREE QUEEN<br />
December <strong>2023</strong>
Introduction<br />
Alcohol Free Queen stands as a guiding light<br />
for those committed to a path of an alcoholfree<br />
lifestyle, personal growth, and optimal wellbeing.<br />
Our brand messaging is rooted in the<br />
daily commitment to showing up in one’s life,<br />
overcoming discomfort, and prioritizing health.<br />
Reflecting a luxurious, high-end ambiance,<br />
our messaging radiates approachability and<br />
inclusivity, welcoming individuals from all walks of<br />
life to join this journey.<br />
Table of<br />
Contents<br />
Logo 04<br />
Typography 08<br />
Messaging 12<br />
Color Story 18<br />
Imagery 22<br />
Brand Guidelines
Brand Guidelines<br />
Logo<br />
Brand Identity<br />
1<br />
The Alcohol Free Queen logo is a visual representation of the brand’s<br />
commitment to clarity, elegance, and positive transformation. It<br />
serves as a beacon of empowerment, encouraging individuals<br />
to embrace their inner strength and choose a lifestyle centered<br />
around an alcohol-free lifestyle, growth, and well-being.<br />
Logo<br />
The Alcohol Free Queen logo is crafted<br />
to evoke positive emotions, aligning with<br />
the brand’s mission of empowerment<br />
and well-being. The combination of fonts<br />
and symbols creates a harmonious visual<br />
identity that resonates with the target<br />
audience, instilling a sense of pride and<br />
strength in those who choose an alcoholfree<br />
lifestyle.<br />
Brand Guidelines
Brand Guidelines<br />
Alternate<br />
Color Logos<br />
Logo Mark<br />
Maintain a minimum clear space around the logo<br />
mark equal to the height of the crown icon.<br />
This space is essential to prevent any visual<br />
interference from surrounding elements.<br />
Brand Guidelines
Typography<br />
2<br />
Alcohol Free Queen’s overall typography is a harmonious blend of<br />
sophistication and modernity, featuring the versatile Freight Pro for<br />
the logo, exuding elegance and adaptability, and the geometric sansserif<br />
Montserrat for the body text, reflecting clarity and international<br />
appeal, collectively enhancing the brand’s visual identity with a<br />
timeless aesthetic. This thoughtful typographic pairing ensures a<br />
consistent, visually compelling representation that aligns seamlessly<br />
with the brand’s message of empowerment and well-being.<br />
Freight Pro<br />
Headers<br />
Brand Guidelines<br />
Montserrat<br />
Body/Copy<br />
Typography
Freight Pro<br />
Montserrat<br />
Freight Pro font, as part of the Freight<br />
Collection, becomes more than a<br />
typographic choice—it becomes a<br />
storytelling tool for Alcohol Free Queen. It<br />
encapsulates the brand’s commitment to<br />
diversity, growth, and a timeless pursuit of<br />
well-being, ensuring that the typography<br />
itself becomes an integral part of the brand<br />
narrative.<br />
ABCDEFGHIJKLMN<br />
OPQRSTUVWXYZ<br />
abcdefghijklmn<br />
opqrstuvwxyz<br />
Montserrat font, with its geometric<br />
elegance and international appeal,<br />
emerges as the perfect choice for Alcohol<br />
Free Queen’s body text. It not only<br />
enhances the brand’s visual identity but<br />
also reinforces its commitment to clarity,<br />
growth, and a global community united by<br />
the pursuit of a healthier lifestyle.<br />
ABCDEFGHIJKLMN<br />
OPQRSTUVWXYZ<br />
abcdefghijklmn<br />
opqrstuvwxyz<br />
Brand Guidelines<br />
Typography<br />
Brand Guidelines<br />
Typography
Messaging<br />
3<br />
Alcohol Free Queen is more than a brand; it’s a movement that<br />
empowers individuals to make choices that lead to a healthier,<br />
more fulfilling life. Through positive messaging, community<br />
engagement, and a commitment to well-being, Alcohol<br />
Free Queen stands as a beacon of strength and support on<br />
the journey to an alcohol-free lifestyle and personal growth.<br />
Central Messaging<br />
At Alcohol Free Queen, each day is an<br />
opportunity for a conscious choice—a<br />
commitment to rule over one’s narrative<br />
with an alcohol-free lifestyle and<br />
dedication to personal growth. Our brand<br />
exudes a sense of sophistication while<br />
maintaining an unwavering commitment<br />
to approachability and inclusivity.<br />
Brand Guidelines
Tone & Voice<br />
The tone of Alcohol Free Queen is eloquent, confident, and sophisticated, yet<br />
approachable and empathetic. Use language that exudes refinement while<br />
fostering a warm and inclusive atmosphere, making every individual feel<br />
welcomed on their journey.<br />
Key Messaging<br />
1. Daily Empowerment<br />
• Encourage individuals to view each day as a conscious decision to take charge of their lives with an alcohol-free<br />
lifestyle and a commitment to personal growth.<br />
• Communicate that this lifestyle is not an exclusive endeavor but rather a path approachable to anyone choosing<br />
the journey of well-being.<br />
2. An alcohol-free lifestyle as a Valued Aspect<br />
• Position an alcohol-free lifestyle as a valued aspect of self-care.<br />
• Convey that choosing an alcohol-free lifestyle is not a sacrifice but an investment in personal health, a treasure to<br />
be cherished.<br />
3. Growth as Personal Achievement<br />
• Portray personal growth as a journey of refinement and excellence.<br />
• Highlight stories of individuals who have overcome challenges, emerging as figures of personal refinement and<br />
resilience.<br />
4. Health and Wellness Focus<br />
• Emphasize the positive impact of an alcohol-free lifestyle on physical and mental health.<br />
• Position Alcohol Free Queen as a brand that aligns with holistic wellness, promoting a balanced and fulfilling<br />
lifestyle.<br />
5. Overcoming Discomfort with Grace<br />
• Emphasize the grace and strength in overcoming discomfort, transforming challenges into opportunities for<br />
personal refinement.<br />
• Share narratives that inspire others to face the uncomfortable with poise, turning moments of adversity into<br />
stepping stones for personal elevation.<br />
6. Approachable Luxury<br />
• Maintain a luxurious, high-end tone while reinforcing approachability.<br />
• Convey that the lifestyle promoted by Alcohol Free Queen is not exclusive but attainable, inviting everyone to<br />
experience the luxury of a life well-lived.<br />
Brand Guidelines
Lexicon<br />
Alcohol Free<br />
Central to Alcohol Free Queen’s identity, embodying the commitment to a life free<br />
from the influence of alcohol.<br />
Empowerment<br />
A key theme, representing the brand’s mission to empower individuals in making<br />
positive daily choices for their well-being.<br />
Well-being<br />
Emphasizes the holistic approach to health, encompassing physical, mental, and<br />
emotional well-being.<br />
Choice<br />
Core to the brand philosophy, highlighting the daily decision to prioritize an<br />
alcohol-free lifestyle, growth, and personal health.<br />
Resilience<br />
Reflects the strength and determination required to overcome challenges and<br />
discomfort on the journey to a healthier lifestyle.<br />
Growth<br />
Symbolizes the continuous pursuit of personal development and improvement.<br />
Community<br />
Represents the inclusive and supportive network of individuals on similar journeys<br />
towards an alcohol-free lifestyle and well-being.<br />
Inclusivity<br />
Underlines the brand’s commitment to welcoming individuals from diverse<br />
backgrounds and experiences.<br />
Clarity<br />
Reflects the clear-headedness and focus that comes with choosing an alcohol-free<br />
lifestyle.<br />
Health<br />
Signifies the priority placed on physical and mental health within the Alcohol Free<br />
Queen lifestyle.<br />
Luxury<br />
Elicits a sense of opulence, emphasizing the brand’s high-end aesthetic while<br />
maintaining approachability.<br />
Sophistication<br />
Represents the refined and elegant nature of the brand’s visual and messaging<br />
elements.<br />
Daily Commitment<br />
Highlights the recurring choice to embrace an alcohol-free lifestyle and personal<br />
growth on a daily basis.<br />
Joyful Living<br />
Encapsulates the positive and vibrant lifestyle promoted by Alcohol Free Queen.<br />
Celebration<br />
Acknowledges the importance of acknowledging milestones and successes on the<br />
journey to well-being.<br />
Camaraderie<br />
Expresses the sense of friendship and mutual support within the Alcohol Free<br />
Queen community.<br />
Regimen<br />
Emphasizes the structured and intentional approach to daily choices and wellbeing<br />
practices.<br />
Individuality<br />
Encourages the celebration of unique personal journeys and choices within the<br />
broader Alcohol Free Queen community.<br />
Positivity<br />
Reflects the brand’s optimistic outlook and focus on the positive aspects of an<br />
alcohol-free lifestyle and growth.<br />
Transformation<br />
Captures the metamorphosis and personal evolution experienced by individuals<br />
embracing the Alcohol Free Queen lifestyle.<br />
Brand Guidelines
Color Story<br />
4<br />
Alcohol Free Queen’s brand colors have been carefully<br />
curated to evoke a sense of empowerment, growth,<br />
and regality. Each hue in the palette contributes to<br />
a visual narrative that resonates with the brand’s<br />
commitment to an alcohol-free lifestyle, personal<br />
development, and the celebration of individual choices.<br />
Brand Guidelines<br />
Main<br />
Colorway<br />
Color Story<br />
The combination of these colors creates<br />
a harmonious palette that balances<br />
regality with earthy stability, bold<br />
simplicity with energetic vitality. The<br />
Alcohol Free Queen brand colors work<br />
together to tell a visual story of resilience,<br />
empowerment, and the journey toward<br />
a life free from the constraints of alcohol.<br />
HEX # E1C69D<br />
HEX # 611343<br />
HEX # 221D1E<br />
Earthly Stability and Resilience:<br />
Pantone Prairie Land, reminiscent<br />
of serene landscapes, symbolizes<br />
stability and resilience. This earthy<br />
tone reflects the foundation upon<br />
which the Alcohol Free Queen<br />
community builds its journey to<br />
well-being and personal growth.<br />
Regality and Empowerment: Plum<br />
Purple adds a touch of regality<br />
and empowerment to the palette.<br />
Representing dignity and inner<br />
strength, this color embodies<br />
the queen-like spirit within every<br />
individual choosing a life of an alcoholfree<br />
lifestyle and self-empowerment.<br />
Bold Simplicity: Process Black, a<br />
timeless and bold choice, adds a<br />
touch of simplicity to the palette. It<br />
represents the clarity of choices and<br />
the courage required to embrace<br />
a life free from the influence of<br />
alcohol. It serves as a grounding<br />
element in the vibrant spectrum.<br />
Brand Guidelines
100% 75% 50% 25% 10%<br />
Brand Guidelines<br />
Color Story<br />
Optimism and Fresh Beginnings:<br />
Pearled Couscous, with its light and<br />
optimistic tones, symbolizes fresh<br />
beginnings. This color captures<br />
the essence of the Alcohol Free<br />
Queen community’s journey<br />
toward positivity, growth, and<br />
the pursuit of a brighter future.<br />
Brand Guidelines<br />
Color Story<br />
Expanded<br />
Colorway<br />
HEX # F2E8D5<br />
Energetic Vitality: Strawberry Mix<br />
injects a burst of energetic vitality<br />
into the palette. This color represents<br />
the joy and vibrancy that accompany<br />
the choice of a healthier, alcohol-free<br />
lifestyle. It symbolizes the celebration of<br />
life’s diverse and flavorful experiences.<br />
Color<br />
Tints<br />
This vibrant color palette ensures versatility<br />
across various platforms, whether in digital<br />
spaces, printed materials, or branded<br />
merchandise. The colors bring consistency<br />
to Alcohol Free Queen’s visual identity,<br />
fostering recognition and reinforcing<br />
the brand’s values in every interaction.<br />
HEX # DB1473<br />
HEX # D3A335<br />
Royal Achievement: Kingdom<br />
Gold, a luxurious and warm hue,<br />
signifies the achievement that<br />
comes with choosing an alcoholfree<br />
lifestyle and embracing personal<br />
growth. It represents the golden<br />
rewards of a life dedicated to<br />
well-being, empowerment, and<br />
the pursuit of one’s best self.<br />
Color tints in branding are essential to evoke<br />
specific emotions and create a visual language<br />
that resonates with the brand’s identity, fostering<br />
a memorable and emotional connection with<br />
the audience. Tints offer versatility, enabling<br />
a brand to maintain consistency across<br />
various applications while adapting to diverse<br />
environments and maintaining visual appeal.<br />
Brand Guidelines
Brand Guidelines<br />
Imagery<br />
Appropriate imagery for Alcohol Free Queen should<br />
capture the essence of strength, community, and joy,<br />
portraying diverse individuals confidently embracing<br />
an alcohol-free lifestyle and personal growth.<br />
Imagery<br />
5<br />
Image<br />
Suggestions<br />
For Alcohol Free Queen, imagery should encapsulate<br />
the transformative journey towards a sober and<br />
empowered lifestyle. Consider visuals that convey<br />
strength, resilience, and the celebration of personal<br />
growth. Showcase diverse, inclusive communities<br />
engaging in positive activities, fostering a sense of<br />
camaraderie and support. Embrace images that<br />
radiate vitality, capturing the joy of choosing an<br />
alcohol-free lifestyle. From empowering self-portraits<br />
to vibrant group shots, the imagery should reflect the<br />
brand’s commitment to well-being, self-love, and the<br />
flourishing spirit of individuals reclaiming their lives.<br />
Imagery Suggestions<br />
Brand Guidelines