FRANZIABrand Guidelines

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Table of Contents

Brand Platform

Brand Tags

Identity

Color

Typography

Graphic Elements

Signage

Electronic Media

Labels & Packaging

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9

11

13

16

19

27

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The Brand

Franzia’s first vineyard was planted in 1906 with the help of family and friends. We strive to uphold the legacy of quality, freshness, and value put forth by the Franzia family many years ago.

As the wine industry continues to grow, and boxed wine becomes more common, we have updated our brand to reflect a more modern ap-proach to this fast-growing industry. Out commitment remains the same, but with a renewed look that we feel better reflects our personality.

These guidelines help to build a more cohesive brand while communicating our message of quality and value that can be found in our wine.

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Brand Platform

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6

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Brand Tags

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10

Identity

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Logo

The new Franzia logo now incorpo-rates the three varietals of wine asso-ciated with the brand. This addition serves to strengthen the association between the wine styles and the par-ent brand. It also unifies the message that Franzia has a style for every type of wine connoisseur.

The new logo is the main vehicle for visually identifying our brand, and should accompany all printed and electronic collateral. Correct usage of the logo is crucial in maintaining our vision.

The logo can not deviate from the original shown to the right. It should not be cropped, turned, or titled in any other way. The distance between the outline and text should always remain the same.

FRANZIAclassic

FRANZIAhouse

FRANZIAvintner

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Color

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FRANZIAclassic

FRANZIAhouse

FRANZIAvintner

Logo Color

If the format of the printed or elec-tronic collateral is in color, there are three colors used; brown (Classic), aubergine (Vintner) and light red (House). When to use these colors also depends on the background color and/or image the logo will be seen on.

The logo should always be in one color; the outline, headline, and subtext can not have different colors.

A secondary cream color may also be used to create adequate contrast be-tween the logo and the background. For more information on when to use which color, see page 14.

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BrownCMYK 42/65/83/62RGB 78/50/26

CreamCMYK 0/0/14/14RGB 224/221/98

AubergineCMYK 41/100/25/72RGB 67/0/44

Light RedCMYK 0/81/88/0RGB 241/88/51

Color

Primary Palette: The color profile is chosen to reflect modern day Italy and their culture. The brown serves as the main color that links all the va-rietals together and is a staple of the Classic wine. The other two primaries are the aubergine and light red.

Classic = BrownCMYK 42/65/83/62RGB 78/50/26

Vintner = AubergineCMYK 41/100/25/72RGB 67/0/44

House = Light RedCMYK 0/81/88/0RGB 241/88/51

Secondary Palette: Only consist-ing of one color, the cream works well with darker backgrounds, as the primaries sometimes have difficulty.

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Typography

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Avenir LT Std 45 BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0213456789.,;:’!?

Avenir LT Std 95 BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0213456789.,;:’!?

Typography

Typography is important to keep our brand unified. There is one primary typeface used for most materials and specialty types used for the wine varietals and Franzia logo.

Primary Typeface: Our main type-face for web and printed collateral is Avenir LT Std. For body text, Avenir LT Std 45 Book is appropriate. Head-lines and emphasized text should be used in Avenir LT Std Black.

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Avenir LT Std 35 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0213456789.,;:’!?

Palatino ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0213456789.,;:’!?

Baskerville RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0213456789.,;:’!?

Trajan ProABCDEFGHIJKLMNOPQRSTUVWXYZ0213456789.,;:’!?

Secondary Typefaces: There are three typefaces used for the subtext of the logo. The House wine is done in the aforementioned Avenir LT Std 35 Light. The Vintner is done in Palantino Italic. The Classic varietal is done in Baskerville Regular.

The main typeface for the Franzia name is Trajan Pro. The Franzia name should always appear in all caps.

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Graphic Elements

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Photography

The photography associated will Franzia should not look staged, but have a natural feel. They should be easily recognizable and straight forward. There are three categories of photographic imagery.

Natural Settings: Images reflect-ing wine in their natural state such as grapes and vineyards are accept-able. Also, any landscape or exterior facades reflecting the essence of Italy are also acceptable.

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Product & Wine Paraphernalia: Images showing wine glasses, bar-rels, etc are appropriate for depicting the product. When cropping these photos, please make sure the subject matter is clear.

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Duotones: In certain cases, duo-tones may be used (i.e. backgrounds and labels). In doing so, the various shades including brown, aubergine, and light red should be combined with black.

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Signage

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Posters

The size and production method of the posters will vary, depending on location and size issues. This particular poster campaign is meant for signage in and on the subway, bus stops, billboards, etc.

The message of this campaign is meant to convey the feeling of each wine varietal with an emphasis on boxed wine “freshness.” Each poster depicts a different wine tap that aims at taking the stigma away from boxed wine and elevating it to a higher level.

Classic Poster: This poster uses the brown color, Baskerville font, and a vintage wine tap in order to convey the feeling of a “classic” wine that comes in a box.

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Vintner Poster: This poster uses the aubergine color, Palantino font, and a vintage wooden wine tap in order to convey the feeling of a wine bought by an aficionado. This poster also emphasizes the wine tap associ-ated with the box.

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House Poster: This poster uses the light red color, Avenir font, and a modern tap in order to convey the feeling of a fun wine that young people would enjoy. Once again, stress is places on the wine tap and the boxed system Franzia uses.

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Electronic Media

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Website

Franzia.com gives our buyers the op-portunity to explore our brand more in depth. Using simple photography, transparent boxes, and drop down menus, the user can explore with ease by just a few simple clicks.

Homepage: The opening page allows you to choose the wine style you would like to navigate the site in. Each style is denoted by their respective colors. Once you choose the wine style, the rest of the site will be viewed in that color.

Secondary Homepages: After choosing your wine style, a second-ary home page will appear, which allows you to start navigating the site from the beginning. Standard trans-parent text boxes appear when the home page is clicked to always show where one can purchase Franzia and Franzia news.

The brown themed homepage repre-sents the Classic wine.

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The aubergine themed homepage represents the Vintner wine. The light red homepage navigates the site in the House wine style.

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About: This page serves as an out- line of information for the Franzia company. It presents basic facts about the company and allows one to learn about the Franzia family in more detail. One may also explore the history of the brand.

Wine: The Wine page gives a brief introduction about Franzia’s wine varietals and by clicking on the wine of choice, one can further explore each one’s attributes.

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Green: Franzia cares about the environment and their packaging reflects this. The Green page informs buyers of Franzia’s effort in this field, especially in regards to their patented Smart Tap®.

Recipes: Pairing wine with food can be an art form itself. Franzia takes the liberty in helper their buyers pre-pare meals that can be served with Franzia wine on their Recipes page.

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Labels & Packaging

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Labels

Because Franzia has three main vari-etals, there are three basic labels to accompany this branding system.Each style wine is denoted by their respective colors and typefaces. Each wine is also associated with an image in the dutotone style.

Boxes

The concept of the box is to make it feel high end, by placing a label on it as if it’s meant for a wine bottle. The necessary information is contained on the single label, and the rest of the box is left bare, to enhance the overall clean and simple look.

Classic: Keeping the label consistent with the rest of the branding system, the brown color is used, Baskerville font, and a duotone mixed with brown and black.

FRANZIAclassic

2010Central Coast Chianti

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FRANZIAvintner

2010Central Coast Merlot

Vintner: The Vintner series uses the aubergine color, Palantino font, and a duotone mixed with aubergine and black.

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House: The House series uses the light red color, Avenir font, and a duotone mixed with light red and black.

FRANZIAhouse

2010Central Coast Blush