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brand-book-v2 Flipbook PDF
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Brand Standards
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table of contents 1......................Real People. Real Ice Cream 2.......................
Here’s the Scoop Since the very beginning, Carvel has been all about people. What they want, what they crave, and what they need to turn their day around. From 9-to-5-ers and moms on the go, to birthday boys and girls, BOGO buddies, and spontaneous celebrators. We’re neighbors serving neighbors. With local owners and family ties. We’re who people trust to make each day a little sweeter with real, flavorful ice cream we make right in the shoppe every day just for them.
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Our Mission To deliver the best ice cream and customer service in our neighborhoods while building value for our franchisees.
Our Purpose
1 2 3 4 5
Be passionate Respect traditions Act with integrity Always move forward Embrace community
To make every day an ice cream kind of day.
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A Real American Success Story Carvel started with one man and one simple idea. Tom Carvel, a Greek immigrant, borrowed $15 from his fiancé and bought an ice cream truck. When that ice cream truck broke down, instead of closing up shop, Tom kept right on selling. He soon realized two things. First, when he stayed put, people would happily come to him. Second, that people liked the softer, slightly melted ice cream. With those two realizations, both the Carvel Shoppe and soft serve ice
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OUR NEIGHBORHOODS Carvel is proud of our roots and our connection to our local communities. We grew up in New York, where neighborhoods differ from block to block, and that appreciation for what makes a place unique has remained a part of Carvel to this day. As we’ve expanded throughout the Northeastern United States and then Southern Florida, our shoppes have always stayed true to the values, traditions and personalities of the towns where we’re located.
OUR PERSONALITY We are down-to-earth, inviting, authentic and young at heart. The only thing we take seriously is making sure that our products are top quality and our customers leave happy. Afterall, we’re an ice cream shoppe, serving up smiles along with our delicious, handmade treats.
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Our Positioning: Real People. Real Ice Cream. “Real People. Real Ice Cream.” is not Carvel’s new tagline. It’s our approach to everyday operations, our look and feel, and how we speak to our customers in-shoppe and beyond. At Carvel, we celebrate people—real people. Our fans. Our neighbors. Our friends. Our franchisees. People who work hard day after day and have earned a little me-time and sweet rewards. They inspire us and deserve our best. That’s why we make everything fresh in the shoppe, every day. Each treat is hand dipped and decorated. We personally pipe every cake. We create it all by hand, just as it was done by Tom Carvel 85 years ago. It’s this dedication to genuine care that keeps our guests coming back again and again, bringing their kids and then their grandkids. You can see the contagious joy on their faces when they come through the door. To them, Fudgie the Whale, our flying saucers, their favorite flavors mean something. Carvel is welcoming, unpretentious, and real.
Carvel. Real people. Real ice cream.
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our tone of voice We are light-hearted and celebratory, approachable and genuine. We sound like real people because we are real people. We’re neighbors serving neighbors, so we sound like it. Because our customers rely on us to brighten their day with quality products and friendly conversation. And when we talk about our products, we do so as fans. Because we are fans. Big ones.
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KEEPING IT REAL we are:
we are not:
Natural and Genuine
Old-fashioned or Overly-trendy
Playful and Fun
Absurd or Silly
Witty and Charismatic
Sarcastic or Insensitive
Celebratory and Enthusiastic
Exuberant or Emotional
Conversational and Down-to-Earth
Pushy or Forced
Inclusive and Inviting
Showy or Pretentious
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our VOICE
The voice of the in-store brand experience
Social
The way in which customers encounter our messaging in-shoppe and beyond should match the Carvel experience. Friendly, approachable, and light-hearted without any extra fluff, or over complications, just like our ice cream.
The Carvel social voice is celebratory with a side of wit.
We always speak directly to consumers. Emphasis on the “to”. We talk WITH them not at them, in the way that they naturally speak – off-the-cuff and conversationally with expected idiosyncrasies: contractions, colloquial phrases, abbreviations, and occasionally imperfect grammar. When appropriate, headlines should use the first person “we”, because we are speaking from the brand’s perspective as well as our loyal customers. “We” is the Carvel collective, consisting of the brand, the franchisees, and our most loyal customers. first person “we”, because we are speaking from the brand’s perspective as well as our loyal customers. “We” is the Carvel collective, consisting of the brand, the franchisees, and our most loyal customers. ssaging in-shoppe and beyond should match the Carvel experience. Friendly, approachable, and light-hearted without any extra fluff, or over complications, just like our ice cream. We always speak directly to consumers. Emphasis on the “to”. We talk WITH them not at them, in the way that they naturally speak – off-the-cuff and conversationally with expected idiosyncrasies: contractions, colloquial phrases, abbreviations, and occasionally imperfect grammar. When appropriate, headlines should use the first person “we”, because we are speaking from the brand’s perspective as well as our loyal customers. “We” is the Carvel collective, consisting of the brand, the franchisees, and our most loyal customers.
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Buy one, Get one FREE
Sundaes
Every Wednesday at
We aim to put a smile on people’s faces – whether that’s through playful banter or a clever turn of phrase. Copy should always be optimist in nature and give off a fun, dynamic energy. While our taste is timeless, our voice is more modern in nature, weaving Carvel into the pop culture conversation whenever appropriate. Content should always feel upbeat and lighthearted. Like the bright spot in the new feed. On social channels, our voice is always in the perspective of the brand Carvel, using inclusive language like: •“we”, “our(s)”, “us” • Second person language like “Fudgie thinks…” or “Cookie Puss feels…” if someone is speaking to Fudgie or Cookie as a character.
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our VOICE
Digital Communications • Announcements • Emails • Social Media • Web sites • Brochures • Sales Materials The Carvel voice will be in a spoken, conversational style, but can speak more directly to the information we need to communicate.
what we say: “Best birthday ever.” “You don’t need a party to have cake” “Ice cream doesn’t melt when it’s cold ;)” “Celebrate Father’s Day with cake. Because Dad can’t eat a tie”
what we don’t say: “How do you like your euphoria?” “When ice cream is bae, but other desserts are cool, too.” “Discover the best way to indulge your palate with one incredible treat.”
“Need the perfect cake? No prob-llama.”
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LOGO
Color: Carvel Red Pantone 1955C
Smallest Size
In print, the logo shall not be smaller than 1” wide
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RGB 138 21 56 HEX/HTML 8A1538 CMYK 9 100 54 43
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DO: Black and White logo
DON'T: X
X
The black and white logo is to be used only in insances where a color logo is not possible, i.e. black-and-white only ads, or other printed balck-and-white materials
Change to color of the logo to any color besides black, Carvel Red, or white.
Use white logo reversed against 1955C.
X
Use the Carvel mark without the cone
X Stretch the logo or change its proportions
Cone Mark
Put logo on any unapproved solid background colors
The stand-alone cone mark is to be used only in specific in-shoppe scenarios, where a full Carvel logo would not be appropriate or permitted. Use red logo against a white background
X Tilt the logo in any way
This logo remains in use for storefronts and in Express Carvel locations. It is not to be used on Promotional POP or online.
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Use the logo directly over a photo without a containing shape
X
Carvel... America’s Freshest Ice Cream ensure there is a “cone’s width” of space around the logo (excluding containment shapes)
X
Use any previous iterations of the Carvel logo
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THE “MELT” The Carvel logo may be used over a ”melt” containment shape if and only if the logo is placed directly on a photograph.
PRIMARY COLORS
The “melt” must be one of four color: White, Carvel Red, Vanilla, Pistachio, or Mint.
Colors instantly tell people about a brand’s personality. The Carvel color family is inspired by the character of the brand and the ice cream that our guests love.
PANTONE 1955C CX MX YX KX HEX CODE #11111
CARVEL RED
The “melt” logo mark is not to be used stand-alone or on promotional items.
VANILLA
PANTONE 1955C CX MX YX KX HEX CODE #11111
Supporting COLORS
PISTACHIO
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PANTONE 1955C CX MX YX KX HEX CODE #11111
FUDGE
PANTONE 1955C CX MX YX KX HEX CODE #11111
STRAWBERRY
PANTONE 1955C CX MX YX KX HEX CODE #11111
MINT
PANTONE 1955C CX MX YX KX HEX CODE #11111
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Typefaces STANDARDIZED
SCRIPT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Body Copy For body copy, Kefa is used in it’s various formats. Inpired by newspaper typography, it helps bring an editorial edge to Carvel content.
Our typefaces bring the Carvel brand voice and personality to life. Handwritten headlines are laid-back, fun and let everyone know that we’re speaking in the voice of an individual. Standardized Handwritten fonts will supplement true handwritten type.
True Handwritten words are digitized to become part of a headline
CAPUT
ABCDEFGHIJKLMNOPQ RSTUVWXYZ
Ampersand Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Diggory Do Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Photography Real People OUR REAL LOOK Our photography should bring out the “realness” of our brand. Each photo could be a snapshot taken of one of our guests, by one of our guests. LIGHTING
The lighting in our shots is au-natural. High- contrast and sunny, it’s “I wish I was there” kind of lighting. PEOPLE
Our people are just that- the “models” in our photos could be our neighbors, friends, or friendly local ice cream shoppe employee.
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Photography Real ICE CREAM Our products should look like you could pull them right out of the photo and dig in— fresh, perfectly imperfect, and above all else, craveable. With realistic, sunny and high-contrast lighting the photography should entice the viewer to order the featured item or flavor.
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DESIGN ELEMENTS Design elements sprinkled throughout our POP and digital assets should help liven up the brand. Our patterns, textures, and shapes help remind our guests that ice cream is about pure fun.
MELTS
Our melts can be used as headline backgrounds, logo background, and containment shapes
DOODLES
Hand drawn doodles can be used in digital assets (email, social, and web) to add fun and engagement to brand-created content.
PATTERNS
Confetti
TEXTURES
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Drips
Sprinkles
Crunchies
Cones
Marble texture is used as a nod to Carvel’s classic ice cream shoppe roots.
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SOCIAL look STORYTELLING Personal stories, captured moments and experiences Storytelling opportunities on social will focus on capturing the moment and be very lifestyle in nature. We may apply the black and white filter while keeping the featured product in color for some content.
CRAVEABILITY
INSTAgram stories
Tight, product focused
UGC content that’s not feed appropriate due to quality, can be featured on Instagram Stories with social series like #CarvelTales and #FridayFeels
Craveability moments will be bright in nature, focused on the product, and often include a slight blur to the background, so all eyes are on the ice cream. If there’s a lot of negative space we will consider adding in patterns (sprinkles, cones, drips, confetti) on a corner of the image.
We have templated the posts to include a secondary color from our color pallete or marble texture as the background. Then, we apply one of the patterns to the background color to give it visual interest. All images pasted on top of copy are contained by our “melts.”·
Then, we apply one of the patterns to the background color to add visual interest. All images pasted on top of copy are contained by one of our “melts.”
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IN-SHOPPE LOOK In our shoppes, we want to reinforce our Real People campaign, but focus more on the products. Products should be presented in a very craveable fashion to encourage our guests to order our current promotional treat.
Cold Brew
NEW!
Carvel
coffee ice cream
TM
for a limited tim
e only
a Oreo Cold Brew Jav ®
©2019 Carvel Franchisor SPV LLC. CAR_304868
Unicorn Fairy Dust
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utterChoco-Peanut-B c Cookie-Dough-aholi
©2019 Carvel Franchisor
SPV LLC.
CAR_304789
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