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WHISTLING FROG

Brand Guidelines 1

CONTENTS Title 1. The Brand 1.1 Story 1.2 Values 1.3 Mission

Page Number 3-4 3 4 4

2. The Logo 2.1 Logo 2.2 Icon 2.3 Type 2.4 Misuse 2.5 Exclusion Zone

5-9 5 6 7 8 9

3. Themes 3.1 Themes 3.2 Tone 3.3 Imagery

10-12 10 11 12

4. Bottles 4.1 Bottles 4.2 Bottles Guide 4.3 Point of Sale

13-15 13 14 15

5. Examples

16-17 2

THE BRAND 1.1 OUR STORY Our story begins with the arrival of the first English settlers in Barbados in 1627. Bringing with them a rag tag army of S cottish beggars, theives and political prisoners as forced labour on the island. These men, women and children spent their days working in the blistering heat without wages or freedoms. Being so unsuited to the conditions many became weak or ill. However, as a testament to the Gaelic spirit, these resourceful folk soon learned to live off the land, making medicines from the local botanicals and crafting garments from the unused sugar sacks. Eventually gaining their freedom, these rugged Scots set out to settle elsewhere on the Carribean island and when exploring, a faint murmur of something could be heard in the distance. Attracting the oblivious band of now free Scots, they discovered an oasis of fresh water, sugarcane and the source of the unique noise - frogs. Upon settling they came together putting their previous knowledge of whisky production and cultivation to use , used the local resources at hand to produce a unique blend of rum. Once production was in full swing the residents soon realised that the frogs became a vital part of the rums creation process, whistling for fresh rainwater and helping clear out the pest population that affected sugarcane growth. The creation of the drink brought these people together and lifted their spirits out of tough times and as an ode to the small creatures that helped them, they named the rum “Whistling Frog” . To this day there are still Scottish descendants in Barbados contributing to the rums creation and production.

1.2 OUR VALUES Passion Quality Celebration Cultural Enjoyment

1.3 OUR MISSION Our mission is to bring this unique story to the shelves of the UK through a one of a kind botanical rum. We want our story to be a part of the reason why our customers reach for the spirit all while providing a special experience for rum drinkers.

THE LOGO 2.1 OUR LOGO

WHISTLING FROG Our logo melds ideas of Scotland and cultivation together. We wanted to incorporate both these concepts as they are key elements in the brand story. The different coloured crossing lines are reminiscent of tartan patterns and of crops and fields. The angles meant that a subtle ‘W’ shape could be formed within the logo. The colour scheme is very natural and earthy relating back to the idea of cultivation. Hypatia Sans Pro is used as the type as it fits well next to the icon and has a great balance between traditional and modern looking.

2.2 OUR ICON

Premium

C 100 M 81 Y 38 K 30

Original

White

C 100 M 81 Y 38 K 30

C M Y K

75 100 29 81 54 38 13 30

C 0 M 100 Y 0 K 0

C M Y K

C 25 M 0 Y 60 K 0

C 45 M 0 Y 74 K 0

C 0 M 100 Y 10 K 0

C 0 M 0 Y 100 K 0

15 100 90 10

Typically the logo should show both the icon and the wordmark together however in some instances they can be shown separatly. The icon is typically the Original one shown but variations to its colour scheme can be different depending on the rum type. The logo can adapt to its bottle design and can change colours schemes as seen in the Premium and White variations. 6

2.3 OUR TYPE

WHISTLING FROG ORIGINAL BOTANICAL RUM A high quality botanical rum that blends two distinct cultures t ogether to create a unique and refined experience

TITLE

HEADING

Subheading

Body

Hypatia Sans Pro Bold

Hypatia Sans Pro Semibold

Bodoni 72 Book Italic

Hypatia Sans Pro Regular

Above is the typographic hierarchy and fonts for the brand. The colours of any of the type in the hierarchy can be altered however when the wordmark and icon are together the title type must always be either black or white.

2.4 LOGO MISUSE

WHISTLING FROG WHISTLING FROG Do not obstruct the icon with text or shapes or cover the icon with the wordmark

Do not add or change colours other than those specified

WHISTLING FROG WHISTLING FROG Do not rotate the icon

Do not move or adjust aspects of the icon 8

WHISTLING FROG

Do not distort or add any effects

WHISTLING FROG Do not change the wordmarks font

2.5 EXCLUSION ZONE AND SIZE

WHISTLING FROG x

The logos exclusion zones are shown above with and without the wordmark. The logo should never be smaller than 75px / 20mm in height. The icon should never be smaller than 55px / 15mm in height.

THE THEME 3.1 OUR THEMES The Whistling Frog brand has been inspired by its story through the merged concepts of tartan and field patterns. The brand is rooted in its story and therefore we want this to be represented effectively through its core concepts. The tartan/field concept is the main visual theme and anything featuring the brand should have elements of this in it. Below is a advert example of this:

LI T IS H

W G G O

FR BA

A RB

N SH

I TT

O SC IC AN

T BO

um gR ro gF lin st hi

M RU

uk o. .c

Aspects of Scotland, Barbados, cultivation and farming are all also key themes for the brand and can be incorporated through language, tone and imagery. Themes from the story such as any historical aspects or frogs can be incorporated to a limited extent as long as they are appropriate.

3.2 TONE As the brand is firmly rooted in the story, we want the tone to be a variety of things. As the story encompasses aspects of Scottish and Barbadian culture, slang and dialect can absolutely be expressed into any type to an extent. This will allow the brand story to not only be emersed in its visuals but also its text and speech. Everything should aim to cohesive. We also want the focus of the brand to be on our core values and elements should be taken from them for any tone of voice. Cultural and historical yet enjoyable and passionate. Variations to the tone of voice can apply to the different rum types. An element of elegance should be incorporated for the premium rum and a party tone can be used exclusively for the white rum.

3.3 IMAGERY Any imagery associated with the Whistling Frog brand should be elements of Scotland, Barbados, Cultivation, Farming, Drinking and the brands history. Typically there shouldnt be any association with clubbing or partying but can include imagery of bars/ pubs where the original and premium rums are provided. Elements of partying imagery can be used for the white version of the rum however only in this instance. As said before the focus should be surrounding the brands story and its core values therefore imagery surrounding these aspects should be used.

THE BOTTLES 4.1 BOTTLES

Shown above are our three ranges of rum available Premium (Left), Original (Middle), and White (Right). 13

4.2 BOTTLES GUIDE Our bottles are the gateway to consumers to purchase our product and we wanted everything about them to represent the brand well. We wanted our core themes to be incorporated into all of the bottle looks and to be cohesive all while having a strong shelf presence. There are little restrictions when using the bottles. We want to allow creative freedom with them as long as they’re following our core themes. They may be grouped together or separate and any angle of the bottle can be shown. We put a lot of effort into how our bottle looks from each angle so this can be absolutely shown off. The bottles may also be used and shown in a variety of instances whether this be they’re sitting static or being used. Again there is a lot of creative freedom here and there are little limits as long as it is appropriate and following our brand themes.

4.3 POINT OF SALE

Our point of sale displays are designed to be noticeable all while keeping the brands theme. They are to be placed in middle to upmarket sellers such as supermarkets and bars for people to purchase. The design is an example of keep in the brands theme while still being unique and functionable.

EXAMPLES

Here is an example of an advertisment for our Premium range

TH GE

W NE

RU M

IS TL IN W

W H

G FR O G

BO TA N

IN ST DI

FR O

O W TO O W

T ES UR LT

T DS EN BL ES UR LT

G BO TA N

AT CU T DS EN BL

IS TL IN

CT AT

IS TL IN

RU M IT IR SP IN ST DI IT IR SP

W H

W H IS TL IN W NE O W W NE

W H

A T DS EN BL A

RU M

G TH

Here is an example of a poster for our original range

THANK YOU! If there are any further queries about how to use the Whistling Frog brand that havn’t been mentioned in these guidelines please dont hesitate to get in contact with our design team at wfbrandteam@whistlingfrog.co.uk