The Redheads Brand

Welcome to the Redheads brand guidelines. Our playbook to building trust and brand recognition. Through effective application of the styles and themes outlined in this document we better our chances of owning mental availability with our intended audience.

If we use the ingredients outlined in the following pages effectively we will build a brand that people will recognise and remember for all the right reasons.

Our logo is our signature, our stamp of approval. Our most prized symbol.Our logo lives in many different places and at many different sizes. It is our signature and the mark we leave to show that we’re present, and we care.

The following illustrates proper and improper use of our mark. Make sure to follow these guidelines closely to achieve maximum brand recognition across touchpoints.

Colour plays a key role in the Redheads visual identity - it is our most primal visual tool. Our bold red colour is an iconic signature of our brand and heritage. This expanded palette allows us the range required to uphold our visual heritage while expanding our brand’s range.

Consistency in our colour scheme strengthens our identity in the market, helping our brand to stand out from competition. Further, consistency also gains the trust, loyalty and familiarity of our customers.

Our primary colours should be used consistently across all area of our brand.
Our secondary colours are available to support our website UX and UI.

Consistent Typography ensures brand recognition, legibility and appropriate emotion in messaging. It is yet another form of non-verbal messaging we are sending out about our brand.

Our typefaces help to tie all communications together, from the copy on our website, direct mail, through to our logo; creating brand consistency and memorability.

Fusion Grotesk is our brand typeface, with Fusion Grotesk Semi Bold being the chosen weight for all headlines. This font should be used for this purpose across all branded communications, including our website, as well as both digital and print marketing.

Type Foundry: Blaze Type

Fusion Grotesk Regular is our body font. This typeface should be used for all body copy across our branded touchpoints.

Type Foundry: Blaze Type

As Fusion Grotesk is our professional brand typeface, it will not available on all computers. When producing communications that must include live fonts, the default fallback is Arial.

Typography looks best when fine-tuned to fit each design. Consider these guidelines as a starting place for standard type setting requirements, and adjust when required.

Through photography we can drive emotion. Our images should reflect our purpose and personality, supporting the words or call to action they are coupled with.

Images should provoke a sense of comfort or familiarity, and over time gain recognition as the signature Redheads style.

Our images should celebrate the consumer outcomes of our high quality products, as well as highlight the personal and emotional motifs of our brand personality.

Images should always aim to feel genuine and candid. Small pops of our red brand colour are encouraged where possible.

Products should feature in both plain studio photos with white backgrounds, and in tasteful mockups or staged photoshoots. Ensure the products remain the key focal point in these images.

As with our campaign photography, images should always aim to feel genuine and candid.

Our supporting graphics and illustrations are purposefully chosen to reflect the essence of our brand. They not only complement our primary brand assets, but also convey our brand personality and values.

By adhering to these guidelines, we will maintain a cohesive brand presence throughout a diverse array of contexts.

Beyond just a logo, our Mrs. Redheads illustration serves as inspiration for key graphics to elevate our designs.

The gradual curved lines found in the hair can be used as inspiration for graphics across our assets to create identifiable, ownable layouts. Additionally, the shape of her hair can be used selectively and tastefully to frame images in some contexts.

All Redheads packaging is designed with intention, usinga structured, but
flexible Swiss grid to support and provide consistency to our visual branding.

The following are guidelines using examples from our key package designs.
These should be used as reference when creating new packs; however, each
new pack will likely require some variation based on the format of the specific
pack.

When featured on packaging, Ms Redheads is pictured with distinct hair that has been specifically design for on-pack use only. These hair shapes have been designed to suit the range of shapes and layouts required by our different product packs, and should only appear on pack designs. For all other purposes the logos featured above should be used.

There are two variations; one for front of pack and one for back of pack. When implementing these designs, avoid making any changes to the shape unless absolutely necessary.

Horizontal product packs feature the Redheads wordmark vertically orientated on the right edge of the pack. In this format, the product name and details must appear on the top left, and Ms Redheads features prominently in between these two groupings of elements. Vertical packs feature the Redheads wordmark at the top of the pack, followed by the product name and details, with Ms Redheads centred towards the bottom.

The back side of packs should aim to follow a consistent layout where possible, but due to the nature of DG requirements and the sizes of various packs, some flexibility is required. Stickers for grouped value packs must be designed with consideration for their size and placement on pack.

Firelighters packs follow the same horizontal and vertical layouts defined in the match examples above, with the addition of a quantity and product graphic underneath the product name block. On the sides of packs, directions and USPs are presented in a a consistent manner.

When using the Ms Redheads hair graphic on the sides and back of the packs, avoid intersecting text where possible. As with matches, the backs of packages should aim to follow a consistent layout where possible.

To account for placement of the gasmatch, the product name and Ms Redheads are positioned to the right hand side on these products. The Redheads vertical wordmark is placed on the bottom-left. These should be kept consistent in size and placement across all gasmatch products.

To help our consumers identify between these products on shelf, each Gasmatch has been assigned a unique colour to set it apart.

Shelf ready trays (SRTs) should feature Ms Redheads on the left, with the product name and quantity in the middle. Any additional information required should be aligned to a consistent grid relative to these primary brand marks.

Our SRTs only feature our primary Red colour, and do not feature Ms Redheads with hair.

Shipping cartons should aim to follow one of the two below design layouts, with the top layout being the preferred approach. Ms Redheads should feature in the centre, the product name in the top left, and the Redheads wordmark positioned vertically on the right. On more landscape formats, the second layout using the vertical information stack can be used.

The top of shippers should aim to follow the same format across all designs, with our brandmarks (logo elements) and product name on the top panel and the quantity and barcode on the panel below, forming a grid once the box is assembled.

Some of our products are packaged in shipping cartons that convert to shelf ready trays on shelf. The front faces of these SRT/Shippers should follow the same information layout and design from standard SRTs as much as possible. The top faces of SRT/Shippers should follow the same information layout and design from the shipping cartons above, where possible.

On SRT/Shippers with angled sides, the vertical Redheads lockup can be used towards the back, where space allows.