Brand guidelines

1. Brand Overview

EcoWave is a sustainable lifestyle brand dedicated to promoting eco-friendly products and practices. Our mission is to inspire and enable people to live more sustainably by offering high-quality, environmentally friendly products that have a minimal impact on the planet.

2. Core Values

• Sustainability: We prioritize the environment in everything we do.
• Innovation: We strive to innovate in sustainable product design and practices.
• Transparency: We are open and honest about our practices and sourcing.
• Community: We support and engage with our community to promote a sustainable lifestyle.
• Quality: We ensure the highest standards in the products we offer.

3. Target Audience

• Demographics: Ages 18-45, environmentally conscious consumers, urban dwellers, middle to upper-middle class.
• Psychographics: Values sustainability, seeks quality and authenticity, interested in eco-friendly lifestyle choices.

4. Brand Voice & Tone

• Voice: Friendly, informative, and inspiring. We speak with authority on sustainability but in a way that is accessible and encouraging.
• Tone: Positive, engaging, and sincere. We aim to uplift and empower our audience to make sustainable choices.

Examples:

• Do: “Let’s create a greener future together.”
• Don’t: “You should be more eco-friendly.”

5. Logo Usage

• Primary Logo: Use the main EcoWave logo on all primary branding materials.
• Secondary Logo: Use the simplified or monochrome logo only when necessary due to space or design constraints.
• Clear Space: Ensure there is a clear space around the logo equivalent to the height of the letter "E" in "EcoWave."
• Minimum Size: The logo should never be reproduced smaller than 1 inch (25.4 mm) in width for print or 72 pixels for digital use.

6. Color Palette

• Primary Colors:

  • Eco Green: #009688
  • Ocean Blue: #0077B6
  • Wave White: #FFFFFF

• Secondary Colors:

  • Earth Brown: #5D4037
  • Sun Yellow: #FFCA28

• Usage: The primary colors should dominate all brand materials, with secondary colors used for accents and highlights.

7. Typography

• Primary Font: Montserrat Bold for headings and key text.
• Secondary Font: Roboto Regular for body text and secondary content.
• Accent Font: Lora Italic for quotes and special text.

Typography Hierarchy:

• Heading 1: Montserrat Bold, 48pt
• Heading 2: Montserrat Bold, 36pt
• Body Text: Roboto Regular, 14pt
• Quotes: Lora Italic, 18pt

8. Imagery

• Style: Use high-quality, natural imagery that reflects our brand’s focus on sustainability and nature.
• Content: Images should feature eco-friendly products, nature scenes, and diverse, happy people engaging in sustainable practices.
• Filters: Apply a light, natural filter that enhances the vibrancy of the colors without making them appear unnatural.

9. Brand Applications

• Website: Consistent use of brand colors, fonts, and imagery. The tone should be informative and inspiring.
• Packaging: Minimalistic design with an emphasis on sustainability, using recyclable or biodegradable materials.
• Social Media: Engaging and educational content that encourages followers to participate in sustainable practices.
• Advertising: Highlight our eco-friendly products and their benefits to the environment, with a call to action that aligns with our mission.

10. Do’s and Don’ts

Do:

• Consistently use the primary colors and fonts.
• Maintain the friendly and positive tone in all communications.
• Ensure all imagery reflects our brand values and aesthetics.

Don’t:

• Alter the logo in any way, including color, proportions, or orientation.
• Use non-brand colors or fonts in official communications.
• Feature imagery that contradicts our commitment to sustainability.