Introduction
CulinaryON brand book
CulinaryON brand book is a comprehensive tool to guide communications of both CulinaryON brand and its products in a unified and consistent manner. The purpose of these brand and design guidelines is to define CulinaryON's personality and identity, making it consistent, recognisable and memorable across all touchpoint of interaction and communication.
Last update - January 2020
Last update - January 2020
CulinaryON brand name combines 'Culinary' with the adjective 'ON', to symbolise the brand ability to 'switch-ON' guests energy, engagement and fun.
CulinaryON's Concept
to CulinaryON's is an intriguing idea that relies on the sense of bringing people together in a place where cooking is a fun experience to share and to remember.
Thanks to the likes of style, food, wine and great chefs, CulinaryON's encourages it's guests to discover the art of cooking in a new fun and engaging way.
CulinaryON experience blends education and entertainment making it our experience meaningful and memorable for all our guests.
The brand name made by the combination of two adjectives "Culinary" & "ON", defining our love for food and our "always ON" attitude towards whatever we do.
Thanks to the likes of style, food, wine and great chefs, CulinaryON's encourages it's guests to discover the art of cooking in a new fun and engaging way.
CulinaryON experience blends education and entertainment making it our experience meaningful and memorable for all our guests.
The brand name made by the combination of two adjectives "Culinary" & "ON", defining our love for food and our "always ON" attitude towards whatever we do.
Brand Essence
A fun cooking place, that inspires people to have a good time and forget the stress of everyday life
A fun cooking place is a call of arms in everything that CulinaryON's delivers
CulinaryON welcomes and values those who like to spend a good time with others while learning the art of cooking in a simple and causal way... while enjoying a glass or two of wine.
Culinaryon is a place where all guests have a sense of belonging and inspires them to be spontaneous.
A big smile is a vital ingredient used at CulinaryON every-time.
CulinaryON welcomes and values those who like to spend a good time with others while learning the art of cooking in a simple and causal way... while enjoying a glass or two of wine.
Culinaryon is a place where all guests have a sense of belonging and inspires them to be spontaneous.
A big smile is a vital ingredient used at CulinaryON every-time.
"Cooking is where ingredients mix with appliances, passion meets creativity to take over mastery, spontaneity inspires invention and wine makes it all just taste delicious"
Brand personality
CulinaryON is:
• Cheerful & fun
• Spontaneous
• Authentic
• Intuitive
• Sociable
• Engaging
• Bold
• Inspiring
• Friendly
• Full of life
• ON
CulianryON is not:
• Hyper
• Academic
• Old fashioned
• Complicated
• Irritating
• Low energy
• OFF
• Cheerful & fun
• Spontaneous
• Authentic
• Intuitive
• Sociable
• Engaging
• Bold
• Inspiring
• Friendly
• Full of life
• ON
CulianryON is not:
• Hyper
• Academic
• Old fashioned
• Complicated
• Irritating
• Low energy
• OFF
Tone of voice
CulinaryON's tone of voice reflects our brand personality, helps you connect with your audience, and makes you different from the rest.
Our brand tone of voice is always spontaneous, cheerful, fun, humorous and playful in a witty way.
CulinaryON is at the same tome casual and trustworthy yet passionate and upbeat. We speak both to millennials and to large corporate clients that is way we need to be trendy & enthusiastic , being edgy without being irreverent.
CulinaryON is at the same tome casual and trustworthy yet passionate and upbeat. We speak both to millennials and to large corporate clients that is way we need to be trendy & enthusiastic , being edgy without being irreverent.
CulinaryON promise: Every guest leaves happy :)
"Every guest leaves happy" is CulinaryON's brand promise, a call to arms in everything that the brand delivers to its guests, making it extraordinary and iconic.
CulinaryON stages personalised and memorable experiences for its guest that are both fun and engaging. CulinaryON is fully committed in making every guest leaving our premises happy.
CulinaryON stages personalised and memorable experiences for its guest that are both fun and engaging. CulinaryON is fully committed in making every guest leaving our premises happy.
CulinaryON Logo
There are 4 CulinaryOn logos in the marketplace today:
(1) Original - (2) Box - (3) Round - (4) Vertigo
> Google Drive
(1) Original - (2) Box - (3) Round - (4) Vertigo
> Google Drive
1. Original
The most readable and versatile version of the CulinaryON brandmark
Original logo usage:
Book design is the art of incorporating the content, style, format, design, and sequence of the various components of a book into a coherent whole. In the words of Jan Tschichold, book design, "methods and rules upon which it is impossible to improve, have been developed over centuries. To produce perfect books, these rules have to be brought back to life and applied."
2. BOX
The most readable and versatile version of the CulinaryON brandmark
Box logo usage:
Book design is the art of incorporating the content, style, format, design, and sequence of the various components of a book into a coherent whole. In the words of Jan Tschichold, book design, "methods and rules upon which it is impossible to improve, have been developed over centuries. To produce perfect books, these rules have to be brought back to life and applied."
3. Round
Round brandmark is mainly used in social media
Round logo usage:
Book design is the art of incorporating the content, style, format, design, and sequence of the various components of a book into a coherent whole. In the words of Jan Tschichold, book design, "methods and rules upon which it is impossible to improve, have been developed over centuries. To produce perfect books, these rules have to be brought back to life and applied."
4. Vertigo
Round brandmark is mainly used in social media
Vertigo logo usage:
Book design is the art of incorporating the content, style, format, design, and sequence of the various components of a book into a coherent whole. In the words of Jan Tschichold, book design, "methods and rules upon which it is impossible to improve, have been developed over centuries. To produce perfect books, these rules have to be brought back to life and applied."
4. Brand Mark exceptions
Round brandmark is mainly used in social media
CulinaryON Colours
The lives of two mob hit men, a boxer, a gangster's wife, and a pair of diner bandits intertwine in four tales of violence and redemption.
Colour is a powerful means of recognition, helping establish a clear identity and distinction for CulinaryON and its products. At the heart of our brand is CulinaryON Purple. Purple is the colour of Imagination. It is highly visible and conveys CulinaryON creative energy and spirit
CulinaryON Primary colours
The primary set of colours represent the brandmark palette. These are the core colours that CulinaryOn will be recognised for.
- EggplantHTML code: #660066
RGB code: R: 102 G: 0 B: 102
HSV: 300° 100% 40%
Logo
Background
Text
Utensils - Egg WhiteHTML code: #FFFFFF
RGB code: R: 255 G: 255 B: 255
HSV: 0° 0% 100%
Background
Text
Utensils - Cheesy YellowHTML code: #F4B63F
RGB code R: 244 G: 182 B: 63
HSV: 39.45° 74.18% 95.69%
Background
Text
Utensils - LimeHTML code:#61C900
RGB code:R: 97 G: 201 B: 0
HSV:91.04° 100% 78.82%
Background
Text
Utensils
CulinaryON Secondary colours
The secondary colour palette is to be used across various brand elements, background base and other brand applications
- Cast Iron GreyHTML code: #262626
RGB code: R: 38 G: 38 B: 38
HSV: 0° 0% 14.9%
Background
Text
Utensils - EventyOn pinkHTML code: #d61393
RGB code: R: 212 G: 53 B: 117
HSV: 335.85° 75% 83.14%
Background
Text
Utensils - Juicy OrangeHTML code: #EF4813
RGB code: R: 239 G: 72 B: 19
HSV: 14.45° 92.05% 93.73%
Background
Text
Utensils - SeafoodHTML code: #243C7A
RGB code: R: 36 G: 60 B: 122
HSV: 223.26° 70.49% 47.84%
Background
Text - RistrettoHTML code:#574543RGB
RBG code:R: 87 G: 69 B: 67
HSV: 6° 22.99% 34.12%
Background
Text
Utensils - Chianti RedHTML code: #B3242A
RGB code: R: 179 G: 36 B: 42
HSV: 357.48° 79.89% 70.2%
Background
Utensils - Gin TonicHTML code: #69D0CD
RGB code: R: 105 G: 208 B: 205
HSV: 178.25° 49.52% 81.57%
Background
Text
Highlights - LimoncelloHTML code: #F1FD53
RGB code: R: 241 G: 253 B: 83
HSV: 64.24° 67.19% 99.22%
Background
Text
Highlights
Note: Colours will not match exactly across various media applications. This is due to the differences between the displaying media and type of reproduction. For instance, colours will appear more vibrant in digital than on paper because digital is a backlit surface, as opposed to paper, which is an opaque surface. Even within the same media, applications may appear slightly different. For example, computer screens may be calibrated differently, and paper materials have different hues and levels of opacity.
• HEX for HTLM, video and digital (also used by Microsoft applications)
• CMYK for digital printing from Adobe CS programs
• PMS for spot & screen printing and embroidery use Pantone colour mode
• RGB website and Microsoft applications
• HEX for HTLM, video and digital (also used by Microsoft applications)
• CMYK for digital printing from Adobe CS programs
• PMS for spot & screen printing and embroidery use Pantone colour mode
• RGB website and Microsoft applications
Cooking tools
An integral part of CulinaryON's brand identity is reflected by the cooking tools and the bottle of wine present in the brand-mark. The brand elements are graphic silhouettes and come as a filled or outlined in a wide range of colours
They can and should be used in a free and creative way to fill spaces as graphics or as holding devices for text or for photography.
a) Click on each tool image to discover the full colour collection (outline and solid)
b) Or access the google drive for you to download them in high resolution
They can and should be used in a free and creative way to fill spaces as graphics or as holding devices for text or for photography.
a) Click on each tool image to discover the full colour collection (outline and solid)
b) Or access the google drive for you to download them in high resolution
CulinaryON typography
Typography provides a strong, unifying element and can help convey a consistent brand voice across various marketing communications. Our brand's font portfolio is bold (Intro), approachable (Ubuntu), Pt Serif (elegant) and technical (Source code pro). We have also a range of handwritten fonts to make our communication human and fun.
Main font system
CulinaryON main font system conveys the bold and confident communication style of a the leading brand.
- Intro regular is the primary typeface used in the development of the brandmark
and should be used whenever the brandmark is not present and for headline. It is a strong and bold character having it always in uppercase. - Ubuntu is used for subtitles that need better readability than Intro, yet keeping strong character and high visibility.
- Ubuntu is used for subtitles that need better readability than Intro, yet keeping strong character and high visibility.
Stationary & printed materials
Please note, that despite you will find below guidelines for stationary and printed materials, CulinaryON, whenever possible, encourages their sustainable online use in an effort to minimise environmental impact.
Business Cards
A double sided business card, with the Q-R code option to share online contact.
To minimise waste business cards are printed only for the following positions:
1. General manager / CEO
2. Sales Director
3. Sales Manager
4. Marketing director
5. Senior event manager
6. Executive chef
7. Founder / Business partner
To minimise waste business cards are printed only for the following positions:
1. General manager / CEO
2. Sales Director
3. Sales Manager
4. Marketing director
5. Senior event manager
6. Executive chef
7. Founder / Business partner
Letter template
Letterhead, business cards, etc
You can find the latest version of CulinaryON Stationary working files at the following link ______________________________________
Diploma
Letterhead, business cards, etc
You can find the latest version of CulinaryON Stationary working files at the following link ______________________________________
Invitation
The basic girds shown on this page are based on proportional measurements that cover any portrait or vertical formats of any size.|
Recommended to be produced in a print house for maximum quality.
If not possible it can also be printed on a desktop printer, using the word template attached.
Recommended to be produced in a print house for maximum quality.
If not possible it can also be printed on a desktop printer, using the word template attached.
Gift certificates BOX
The design is applied in a consistent way to the envelope.
The envelope has two versions, where the first one is double sided, duplicating the business cards and should be produced at a print house.
The second one has been developed as a one simple to be printed on a desktop printer, using the word template delivered.
The envelope has two versions, where the first one is double sided, duplicating the business cards and should be produced at a print house.
The second one has been developed as a one simple to be printed on a desktop printer, using the word template delivered.
Paper Bag Color
The colour paper bag is to be used for giving presents to clients or to pack their purchases (gift certificates, bottles, etc)
Paper bag need to be adapted locally:
1. Local internet address instead of generic culinaryon.com
2. Local QR Code
3. Local address and contact information
Paper bag need to be adapted locally:
1. Local internet address instead of generic culinaryon.com
2. Local QR Code
3. Local address and contact information
CulinaryON's Aprons
CulinaryON's aprons are an iconic brand element. Always worn well ironed and clean, they comes in different colours and shapes.
Guest Aprons
Our iconic branded aprons is a "Bib apron" and it si
Guest aprons are important part of CulinaryON's brand and overall experience. There are different reasons why guests need to wear aprons at all times during our events:
• Sanitary reasons
• Keeping guests clean and safe (Providing extra protection layer)
• Sense of belonging:
Guest aprons come in different colours, shapes and sizes.
Colours: Guest aprons come in Eggplant purple, Egg Yolk Yellow, Lime green, Juicy Orange, Chianti Red. Usually we use one colour per room / team, yet depending on the activity we can also have smaller groups identified by different colours.
• Guest aprons' colour is different from the one used by our team
• Guest aprons comes with or without pocket (market choice)
• Apron size might need to be adjusted to reflect local population predominant body type
Benefits of Using Aprons
Guest aprons are important part of CulinaryON's brand and overall experience. There are different reasons why guests need to wear aprons at all times during our events:
• Sanitary reasons
• Keeping guests clean and safe (Providing extra protection layer)
• Sense of belonging:
Guest aprons come in different colours, shapes and sizes.
Colours: Guest aprons come in Eggplant purple, Egg Yolk Yellow, Lime green, Juicy Orange, Chianti Red. Usually we use one colour per room / team, yet depending on the activity we can also have smaller groups identified by different colours.
• Guest aprons' colour is different from the one used by our team
• Guest aprons comes with or without pocket (market choice)
• Apron size might need to be adjusted to reflect local population predominant body type
Benefits of Using Aprons
- Professional Appearance: Maintain a professional dress code in both the front and back of the house.
- Many Colorful Options: Select one color for a uniform appearance, or use more than one color to easily identify different teams in your kitchen.
- Sanitary: Chefs and servers will be able to keep their clothes free from spills, stains, and messes.
- Easily Changed: Unlike other articles of clothing, aprons are quickly and easily changed when they become dirty or soiled during a busy shift. Aprons are convenient and cost efficient to keep on hand for this very reason.
- One Size Fits Most: Long, adjustable drawstrings ensure a proper fit and accommodate people of different sizes.
Guest Apron Colours
A selection of colours from CulianarOn's primary and secondary colour pallette.
Chianti Red
Cheesy Yellow tool
Lime bottle
White font
Lime bottle
White font
Cheesy Yellow
Cheesy Yellow tool
Lime bottle
Black font
Lime bottle
Black font
Lime
Cheesy Yellow tool
Eggplant bottle
Black font
Eggplant bottle
Black font
Eggplant
Cheesy Yellow tool
Lime bottle
White text
Lime bottle
White text
Juicy Orange
Guest Apron
Guest Apron
Black font
Lime bottle
Cheesy yellow tool
Lime bottle
Cheesy yellow tool
Cast Iron Grey
White font
Lime bottle
Cheesy yellow tool
Lime bottle
Cheesy yellow tool
Seafood
White font
Lime bottle
Cheesy yellow tool
Lime bottle
Cheesy yellow tool
Dress code & uniforms
Our employees are our main brand ambassadors and wear uniforms to reinforce their sense of belonging and quality and work standards.
Dress code for office people and managers
There is no uniform for office people and managers. Clothes should still be pressed, neat, and appropriate for the type of work you do. For men, you can expect casual pants and slacks with collared polos or crew-neck sweaters. Women have the freedom to wear nicely-fitted tops and blouses, slacks or skirts. Fun patterns and colors are acceptable with a casual dress code
Uniforms for operational team
Chef & Sous-Chef uniform
Chef and sous chef uniform:
• Branded white Chef Jacket (Breathable) with name
• Black branded apron
• Black pants
• Comfortable anti-slip black shoes
• Branded white Chef Jacket (Breathable) with name
• Black branded apron
• Black pants
• Comfortable anti-slip black shoes
- White Chef coat2 branded Jackets are provided by the
Clean@homeUnisex medium Chef jacket of medium weight twill with good comfort and breathable back and 3/4 Sleeve.- 65% Polyester, 35% Cotton Blend
- 6.2 oz.
- 3/4 sleeves
- Double-breasted
- Cloth-knot buttons
- Turn-back cuffs with logo
- Left chest patch pocket
- Left sleeve thermometer pocke
- Black Chef pantsBring your own
Clean@homeWe recommend pants made of 100% cotton medium weight twill with good comfort and breathability. We recommend two deep side pockets and two large back pockets to safely store your belonging with a functional zip fly. - Black Chef ApronProvided daily clean by the companysdsdd
- Black Chef shoes1 pair of shoes is provided by the
Clean@homesdsd - Black latex glovesLatex cooking gloves are black combining elegance and safety.sdsd
- Chef Hat / bandanaClean bandanas are provided by the company daily.
Bartender uniforms:
There are different uniforms for BAR depending on the event type:
• Culinary, Painting, Quiz or Cocktail Masterclass:
Polo + jeans + apron + sneakers
• WineON events (Casino):
The bartender is dressed in the style of a croupier (vest, shirt, butterfly)
• Culinary, Painting, Quiz or Cocktail Masterclass:
Polo + jeans + apron + sneakers
• WineON events (Casino):
The bartender is dressed in the style of a croupier (vest, shirt, butterfly)
- Black Polo2 Polos are provided once a year by the company - not cleaned by the company.Simple polo with no pockets
- Jeans or black pantsBring your ownClean regular denim or black pants with no cuts.
- ApronProvided by the company and cleaned by the company.Bartender branded apron design is different from Event Masters, Chefs and from guests.
Pockets are needed - SneakersBring your ownSimple sneakers are better than over-stylish, yet any sneaker is allowed as long as it is clean and well kept.
- Long sleeve white or black shirtBring your ownBartender can choose for center stage events either black or white classical long sleeve shirt, well ironed.
Event Master uniform
Event master uniform:
• Turquoise polo
• Black apron
• Jeans
• Sneakers
Please note: themed dress code might apply depending on the activity (e.g wine casino)
• Turquoise polo
• Black apron
• Jeans
• Sneakers
Please note: themed dress code might apply depending on the activity (e.g wine casino)
- White Chef jacket2 Polos are provided once a year by the company - not cleaned by the company.
- Jeans or black pantsBring your ownClean regular denim or black pants with no cuts.
- Black apronProvided clean daily by the company
- SneakersBring your ownSimple sneakers are better than over-stylish, yet any sneaker is allowed as long as it is clean and well kept.
Cleaning team
Photographer uniform:
• Black polo branded
• Black apron
• Jeans
• Anti-slippery shirts
• Black polo branded
• Black apron
• Jeans
• Anti-slippery shirts
- Black branded polo3 branded black polos are provided yearly by the company & cleaned by themselves
- Jeans or black pantsBring your own
- Black Chef ApronCleann apron provided by the company
- Anti-slippery shoesOne pair provided by the company
Photographers
Photographer uniform:
• Black polo
• Black apron
• Jeans
• Sneakers
• Black polo
• Black apron
• Jeans
• Sneakers
- Black poloBring your own if freelancer, or 2 provided by company if full-time employee.
- Jeans or black pantsBring your own
- Black Chef ApronCleann apron provided by the company
- Anti-slippery shoesOne pair provided by the company
Guest Aprons
Our team is the main promoter of our brand image. Uniforms need to be clean well ironed and worn with pride.
Kids aprons
At CulinaryON all guest wear an apron that delivers the brand attributes.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
Special editions
At CulinaryON all guest wear an apron that delivers the brand attributes.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
Branded architectural elements
The brand is recognisable through architectural elements like our iconic cooking station and our chef table
The cooking station
At CulinaryON all guest wear an apron that delivers the brand attributes.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
Chef Table
At CulinaryON all guest wear an apron that delivers the brand attributes.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
The apron should be simple and in a variety of primary and secondary colours and having only the CulinaryON Box logo embroidered
The text of the logo in black or white, while the bottle and the kitchen utensils are respectively of different colours, maximising the contrast with the apron main colour.
It is important that the logo will be very well visible when taking pictures of the guests. No other brand logo is allowed on the apron.
Photography
Mood
1. Event & guests photos
Event and guest photography is intended to evoke CulinaryON good and energetic mood. Our event photography focuses on emotions and on feelings of joy, surprise, love and endless fun!
Please note: be respectful of guest privacy and local legislation. As general common sense You do not need permission from someone to take their picture if they are in public view, yet our close events are private and guests have a reasonable expectation of privacy, and you need their written consent to take and publish their pictures.
Please note: be respectful of guest privacy and local legislation. As general common sense You do not need permission from someone to take their picture if they are in public view, yet our close events are private and guests have a reasonable expectation of privacy, and you need their written consent to take and publish their pictures.
2. Food Photography
Food photography should be consistent with CulinaryON overall brand identity, delivering delicious looking images of rustic, home-cooked style dishes.
A complete manual on how to obtain this amazing images can be found at the link below
Download Food photo manual A complete manual on how to obtain this amazing images can be found at the link below
3. Photos of our studios
• Warm, festive light
• Few people in the background, do not take center stage
Ingredients or food is on display
People are in the background without takeing
• Few people in the background, do not take center stage
Ingredients or food is on display
People are in the background without takeing
Videos
.
