Basket Crazy's project book week3 updated
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00 Bakset Crazy Ɩ Rebranding Campaign
BC
asket
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
An insight study of rebranding Basket Crazy’s gift basketsProject Booklet
TABLE
OF CO
NTEN
TS Research 1.0 1.1 Rebranding (Research Paper) 1.2 Communication Brief 1.3 Creative Brief 1.4 Demographics
Creative Development 2.0
2.1 Logo 2.2 Design Research2.3 Moodbroards 2.4 Print Ads2.5 Web 2.6 Motion Graphics
Style Guide 3.0 3.1 Color Palette 3.2 Print Collateral3.3 Logo Specs 3.4 Font Choice
Final Designs 4.0 4.1 Business Stationary 4.2 Digital Media4.3 Packaging 4.4 Promotional Items4.5 Advertising 4.6 Others
TEA TIM
EHOILDAY CLASSIC
RESE
ARCH
1.0
1. 1 Rebranding (Research Paper)1.2 Communication Brief1.3 Creative Brief1.4 Demographics
1.0
“I don’t think you ever stop giving. I re-ally don’t. I think it’s an on-going pro-cess. And it’s not just about being able to write a check. It’s be-ing able to touch somebody’s life.” Oprah Winfrey:
07 Bakset Crazy Ɩ Rebranding Campaign
ABSTRACT
08
In the last two years Basket Crazy’s has shown a
high decrease in revenue. While most gift compa-
nies have maintain capacity in this down economy,
certain factors have hindered in this company. This
review will examine the effects of how a successful
marketing strategy, campaign and establishing brand
identity, can have on a ten-year home-based gift basket
business. The paper equate the effectiveness of a recog-
nizable brand logo and updated functioning web site. This
analysis of market strategy for Basket Crazy, points outs
the need for a media campaign which addresses unique
design concepts and will approach a solution.
09 Bakset Crazy Ɩ Rebranding Campaign
Research Paper 1.1
Basket Crazy is a licensed sole proprietor-
ship home-based business, operating for ten
years in the Las Vegas, Nevada area. It has
shown signs of promise at times but recently there has been
a decrease in sales. Basket Crazy offers a wide variety of gift
baskets for any occasion imaginable. Gourmet food, bath and
spa, time capsules, and welcome to Vegas gift baskets are
some of the various designs created daily. Basket Crazy’s loyal
customers have been casino executives, real estate agencies
and, friends and family that order seasonally. Being in business
for ten years and having a sole proprietorship has limited the
ability of establishing a recognizable brand logo, web site and
identity for Basket Crazy. The web site that is operating to date
is too bright, has no logo in place, the information brief and lack-
ing a design concept. Although this company has maintained a
steady client base the last two years, business has declined due
to the housing market, high unemployment rate, and economic
downfalls.
Basket Crazy’s mission is to provide an outstanding gift
experience by designing one of kind, unique gift baskets. To be
honest, trustworthy and maintain the integrity of fair business
practice at all times. Expand the brand to show growth, innova-
tion, and new products and to thrive for success as we take this
brand into a new era.
Basket Crazy’s vision is to obtain a brand through a new
logo design and web site, ensure growth in this gift basket mar-
ket, leave brand recognition in the minds of the consumers, and
use artistic abilities to create new design themes and concepts
for the new generation of clients.
The gift basket industry takes dedication and patience.
Investing time in education of new trends in the industry is a
must. Books, video, seminars, and artistic ability are tool you
have to maintain continuously on your own.
Many unforeseen obstacles can hinder a home-based
business such as cancelled orders, out of date food products,
seasonal items, unsavory clients, and the latest lost revenue
due to identity fraud. The Internet is proven to be the fastest
RESEARCH PAPER
10
way to order various merchandise from the privacy of
your office or home. Gift baskets are purchased widely
through these means. To date, many gift basket busi-
nesses have not captured a great deal of business
through an Internet presence.
Keeping up with the latest trends, enhancing
artistic abilities and protecting online information of the
customers and business is why this project is compelling
and should be addressed and has examined that owning
a home-base business is profitable and that the use of a
web site may increase profits.
When dealing with consumers the two things a
designer or the campaign should address are, ‘what are
you saying’ and ‘whom are you saying it to?’ Following
these statements will lead to the development of a cam-
paign concept. Knowing the demographics and target
audience of the campaign will assist in the marketing
objectives. Design decisions and the media mix will
interpret the manner in which to reach and expand your
demographics and develop new customers.
Design decisions are crucial in establishing brand
identity. Researching the product to gain insight strength-
ens the design decisions. Designers’ intentions reflect
visual aspects, brand reinforcement, innovation, and
favorable experience for the consumer.
A combination of the media mix, expectations
of the demographic reach, maintain and develop new
consumers and the integrations of the logo design will
measure the effectiveness of this campaign. The key to
success in implementing a marketing campaign is the
process. While most marketers have found an immedi-
ate jump in responses from converting a mass market-
ing campaign to the more targeted direct marketing
campaign format, the real prize for direct marketers is
the continued relationship building with prospects that
gives better responses with every subsequent cam-
paign recognition.
11 Bakset Crazy Ɩ Rebranding Campaign
In conclusion, by categorizing the methods used in
creating an effective brand and campaign for
a home-based gift basket company, the
future of Basket Crazy can be carried through the
already established excellence that has been imple-
mented with the assistance of the SWOT analysis.
The lack of an identifying logo and access to online
orders along with the low economic state of the
country will be a determining factor in the develop-
ing of a strategic campaign. This can be achieved through the
ability to expand and increase volume for more of
a reach with an effective marketing campaign.
Rebranding, unique selling propositions
and the vision will be the main focal points
in defining the target market and demo-
graphics to enhance niche-marketing
parameters. By establishing the right
media mix and maintaining budget
restraints Basket Crazy can increase
sells through visual brand recognition, social media outlets an a
updated functioning web site.
SUMMARY
Are gift basket businesses selling lots of baskets on the Internet? (n. d.). Gift Basket Business – Gift Basket FAQ Fre
quently Asked Questions. Retrieved April 8, 2011, from http://www.giftbasketbusiness.com/faq.htm
Berns, D. (2011, April). Slow growth could mean high home vacancy rates for years. Las Vegas Sun. Retrieved from http://
www.lasvegassun.com/news/2011/ apr/04/slow-growth-could-mean-high-home-vacancy-rates-yea/
Best, K. (2006). Design management: Managing design strategy, process and implementation. Switzerland: AVA
Publishing.
Capsule, (firm). (2007). Design matters// Logos: An essential primer for today’s competitive market. Beverly, MA: Rockport
Publishing.
Graham, L. (2005). Basics of design layout & typography for beginners. (2nd ed..) Canada.Thomson Delmar Learning.
McCLain, N. (2010, September). How to protect yourself from online predators. Retrieved April 9, 2011, from http://maga
zine.angeslist.com/computer-repair/articles/how to-protect-yourself-from-online-predators.aspx
Ninety-three percent of companies now use social media marketing. (2011, April). Creating more relevant interactions. Re
trieved from http://www.ricg.com/ marketing_articles/digital_marketing/ninety_three_percent_of_companies_
now_use_so cial_media_marketing_/
Parente, D. (2004). Advertising campaign strategy: A guide to marketing communication plans. (3rd ed.) Tennessee:
Middle Tennessee State University.
8 Tips For Selling A Direct Marketing Campaign. (2007). L2. Retrieved April 8, 2011, from http://jobfunctions.bnet.com/ab
stract. aspx?docid=976129
REFERENCE
13 Bakset Crazy Ɩ Rebranding Campaign
Basket Crazy has been in operation for ten years
and of the time it has yet to advertise, use the
Internet to attract more customers or have a
recognizable logo. This company is a home based sole pro-
prietorship based in Las Vegas, Nevada. This company has
maintained its customer base through word of mouth and a
poorly designed web site that is only used for contact informa-
tion. Basket Crazy offers a wide variety of gift baskets for any
occasion imaginable. This company can benefit by establishing
a web site that can reach and establish a larger customer base,
also through mail fliers, newspaper ads and other gorilla media
such as web banners.
Basket Crazy is in competition with major companies
such as Harry and David, Bath and Body Works, Hallmark and
Wine Country Gifts. These companies are widely recognized
unlike Basket Crazy. Harnessing promotional avenues for their
products could guarantee a rise in revenue. Creating an effec-
tive marketing and advertising campaign is needed to bring this
company customer base and revenue up. Increasing aware-
ness is the main goal of this company. Basket Crazy needs to
utilize the Internet through their web site and take advantage of
the webs user ability as a order platform not just a contact base
information site.
Communication Audit 1.2
COMPANY ANALYSIS
14
•Home based gift basket company that specialize in
one-of-a-kind designs.
•Baskets can be designed a with a unique individual
in mind or customized for any occasion.
•Offers a wide variety of items to choose from, which
can satisfy almost any ones taste.
•Baskets can be designed with your company’s logos
or theme in mind or sports team.
•Basket crazy excepts multiple forms of payments
and can be shipped to most locations outside of the
Las Vegas area.
•Designs can be from simple to spectacular in size
and price so that they can reach a wider customer
base.
•Has donated to local charities fund-raiser over their
ten years in the business
15 Bakset Crazy Ɩ Rebranding Campaign
Basket Crazy’s lack of a identifying log and ac-
cess to online orders along with the low eco-
nomic state of the country will be a determining
factor in the development of a strategic campaign. This can be
achieved through the ability to expand and increase volume for
more of a reach, establishing a basket of the month club, giving
back to the community through charitable basket donation and
due to the fact that the industry is on going in terms of sales.
Competition from major distributors that carry high volume
and on-line sites don’t offer the personal touch of a one of kind
design themes, concepts and motifs for all occasions, which is
Basket Crazy’s unique selling propositions. By establishing the
right media mix and maintaining budget restraints Basket Crazy
can increase sells through visual brand recognition.
CRATIVE BRIEF 1.3
BRAND DEVELOPMENTDeliverable & Timeframe Scope
Concept
Design a logo and web site that will make the reach of Basket Crazy greater than
the Las Vegas area
The concept is developing brand indenity. Being a home based busi-ness that has been in operation for ten years without a logo or web
site has hindered future customers to recognized this brand. Rebrand-ing will gain revenue. Establishing a marketing strategy through fliers,
newspaper ads and other gorilla media with in the allotted budget.
Logo Design
Wed site Reconstruction
Print Ads
Media mix
5-7 months
17 Bakset Crazy Ɩ Rebranding Campaign
Strengths •Lower over-head and flexibility, personal touch of a
one of a kind design,
• Local vendors for supplies at a moments notice
• Designs for every occasion
• Wide range of prices and sizes of products
• Keeping up with new trends in the market
artistically
Opportunities •Ability to expand and increase volume for more of a
reach
• Establish basket of the month club for frequent
customers
• Give back to the community in form of a donation
• Industry is on going in terms of sales
Brand Mission To provide an outstanding gift experi
ence, by designing one of a kind
unique gift baskets. To be honest,
trustworthy and maintain the integrity
of fair business practice at all times.
Expand the brand to show growth, in
novation, new products and thrive for
success as we take this brand into
a new and promising era of gift giving.
SO
BRANDMISSION &VISIONVISION
SWOT ANALYSIS
18
Weaknesses • No brand or logo established with the company
• Home based business
• Marketing budget restraints
• Limited hours spent on sales and promotions
• Keeping up on new trends in the market
• Wed site is out dated and lack of design concept.
Threats • Competition from major distributors that carries
high volumes of inventory
• Economy at a low
• High unemployment rate
• No recognizable brand identity
• Poorly designed and in affective web site
Brand Vision To obtain a brand through a new logo
design and web site that will enhance
the growth of a new customer base
and wider reach. Ensuring growth
in the gift basket market and leav
ing brand recognition in the
minds of consumers, and increas
ing the artistic ability to create new de
signs themes and concepts for a new
generation of clients
WT
TARGE
T TRIB
ES
19 Bakset Crazy Ɩ Rebranding Campaign
FamiliesSmall Companies
Las VegansFriends
Service ProvidersReligious Communities
Professional Associations
The target tribes for Basket Crazy are individuals looking for a unique gift for that special someone that
is hard to shop for or that likes something different, one of a kind and customized. They are trendsetters located
in the Las Vegas area. They could be anyone from your next door neighbor to your best friend.
20
UNIQUE SELLINGPOSTION Basket Crazy’s has committed their product to be designed with the personal attention to detail and for a
specific individuals in mind. With a large variety of products offered and local vendors within range next day deliv-
ery is offered year around. This is crucial when dealing with competitors and pricing.
Large variety of productsLocal vendors
Personal attentionNext day delivery
Competitive pricingCompetitive advantage over large companies
DEMO
GRAP
HICS 1
.4
21 Bakset Crazy Ɩ Rebranding Campaign
Basket Crazy is a licensed sole propri-
etorship home-based business,
operating for ten years in
the Las Vegas, Nevada area. Bas-
ket Crazy offers a wide variety
of gift baskets for any occasion
imaginable. Gourmet food,
bath and spa, time capsules,
and welcome to Vegas gift
baskets are some of the vari-
ous designs created daily. Basket
Crazy’s loyal customers have been
casino executives, real estate agencies
and, friends and family that order seasonally.
Basket Crazy’s mission is to provide an outstanding
gift experience by designing one of kind, unique gift bas-
kets. To be honest, trustworthy and maintain the integrity
of fair business practice at all times. Expanding
the brand through fresh creative assets,
increased web-presence and a new prod-
uct line. The textures and fonts will rep-
resent the unique bold classy structure
of the companies affirmation to offer a
gift experience that will be memorable
to all.
The target audience for Basket Crazy,
are residents of the Las Vegas area with
disposable income, a wide age group, married
or single, trendsetters and unique individuals looking for a
unique one of a kind designed gift experience.
22
Market:• Disposal Income
• Married or single
• 21 + age group
• Educated
• Male or female
• Small corporate client
• Relators
Tenets • Fun
• Adventurous
• Vivacious
Basket Crazy’s campaign will entice women and men in the age group of 21 years
old and up, with the tenacity of finding unique gifts and the ability to use a computer.
Income: Disposable
Education: High school and higher
Location: Las Vegas, Nevada and farther with access to the Internet
Interests: Shopping for unique gifts, recreation, sports,
concerts, surfing the web
TARGETAUDIENCE
23 Bakset Crazy Ɩ Rebranding Campaign
Competitors Logo razy
From
Simple to Spectacu
lar
Custom Gift Baskets
Think OuTside
The BaskeT
The Company
Basket Crazy
New Logo
24
Demographics
Brand Followers
Key Tenets:Spunky
FunVivacious
Adventurous
Ages 21 and upHigher Education
Married Or
SingleComputer Litera-
cyDisposable
IncomeLas Vegas Area
. . .a tisket a tasket help me find a Basket
Their enjoyment is making other feel fantastic when receiv-ing a gift from them. They shop relentless for the perfect pres-ent to fit that special and unique individuals style. Their trendset-ting outlook towards the new and hottest product in the market is a gold medal performance for them.
All ages are sure to enjoy re-ceiving a unique gift basket. With a wide variety of basket design options available it will be easy to find a gift for that special some-one in your life.
CREAT
IVE DE
VELOP
MENT
2.1 Logo 2.2 Design Research2.3 Moodbroads2.4 Print Ads2.5 Web Designs & Motion Graphics
2.0
27 Bakset Crazy Ɩ Rebranding Campaign
..... a new weave to be wooven
Basket Crazy for the last ten years has no
recognizable logo. Initially the concept was a
buisness card with an animal print background
with the company’s information. Creating a logo was a key
factor in rebranding the companies image and reconition in the
market and with consumers.
The first concept was to incorporate the two intial “B and
C” of “ Basket Crazy” and titlt the C to represent the crazyness
and fun of the company. The tagline “From simple to spectacu-
lar”. is curved in an upward motion with the effect of a basket
and what can be placed inside. Placing a basket on the inside
of the “C” to ensure the consumer that a gift basket company is
represented through the log o design was the created. Using
a cool blue tone and a rich gold along with the soild chocolate
brown rounded out the color palette. This clolor scheme gives
a feel of fancey along with fun to attract consumers and give the
needed brand recognition of the company.
.....old concept
LOGODESIGN 2.1
razyCustom Gift Baskets
From
Simple to Spectacu
lar
.....new conceptLOGO SKECTHES
28
29 Bakset Crazy Ɩ Rebranding Campaign
RESEARCHDESIGN 2.2 ...project synopsis
Basket Crazy is a licensed sole proprietorship home-based business, operating for ten years in the Las
Vegas, Nevada area. Basket Crazy offers a wide variety of gift baskets for any occasion imaginable.
Gourmet food, bath and spa, time capsules, and welcome to Vegas gift baskets are some of the various
designs created daily. Basket Crazy’s loyal customers have been casino executives, real estate agencies and,
friends and family that order seasonally. Basket Crazy’s mission is to provide an outstanding gift experience by
designing one of kind, unique gift baskets. To be honest, trustworthy and maintain the integrity of fair business
practice at all times. Expanding the brand through fresh creative assets, increased web-presence and a new
product line.
“In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer’s needs, and it must provide a product that
delivers the promised benefits.” - Jay C. Levinson
TAGLINE CONCEPTS
30
From Simple to Extravagant! This tagline is describing to customers that Basket
Crazy offers a wide range of designs and prices for their gift
baskets.
Unusual! Unexpected! Unpredictable! Using words that have the same prefix and describ-
ing the uniqueness of the baskets, visually leaves the read-
ers creating ideals of how they could make someone have
a special gift experience.
Think Outside the Basket! This clique term is being reused to influence the
readers to problem solve about what items no matter how
different or extreme could be placed in the baskets.
Unique gifts for, Unique individuals! Trendsetters looking for an out of this world gift
would want to read on to the body copy to find out what
could is different about Basket Crazy vs. other gifts that
they have given in the past.
Let us fill you a basket of joy! The thought of given a gift that comes in a
basket and that is filled with items that brings joy and
will enlighten the receiver so much that it will make you
read more of the copy.
Re-Gift or Re-Think! Many people receive the same gifts over and
over or gifts are received that have been re-gifted
because they were given a gift that they did not like or
could use.
A tisket a tasket what can we put in your basket? Rhyming is a way in which you can catch read-
er’s attention and will leave them repeating or singing
as if it were lyrics in a song.
Crazy for Baskets, Crazy for Fun! Craziness and fun is a great combination and
if you throw a gift basket into the mix you are sure to
have a fun and crazy gift experience.
MOOD
BOAR
DS 2.3
31 Bakset Crazy Ɩ Rebranding Campaign
32
....the shape and flow
Grasping the tone and
concept of Basket
Crazy was achived
through a seriers of visual elements
arranged with a graphic toolbox and
moodboard. These are helpful method
of design that ensure the shape and flow
of the comapny’s lanuage and vibe is
created to ensure that Basket Crazy is
represented in the mannor that they wish
to be heard.
TOOLBOX
CONC
EPTS
2.4
33 Bakset Crazy Ɩ Rebranding Campaign
Pattern Concept
Focussing on the
texture in the background
enhanced the the overall
concept of the design. This
would work well in an a
magazine ad. such as Travel
& Liesure or Architect Di-
gest.
Type Concept
The main focus of the
type and the information giv-
ing this ad would work well
in a magazine such as Time,
Oprah, or newsweek.
34
ImageryConcept The bold image of the
basket and the man thinking
grab the viewer and brings
them in to the ad and what
is it featuring. This is a uni-
versal ad that could be used
in a variety of magazines.
35 Bakset Crazy Ɩ Rebranding Campaign
WEB DESIGN2.5
The design of the homepage has a clear and clean concept that is user friendly. Basket Crazy’s site operating now is very
bright, so choosing this new color palette trasnforms the new site into a soothing page readers,
The information tabs are located at the top of the site in white font enclosed in a chocolate strip so that they stand out.
Moving the logo to the top left corner and making it larger instead of placing it in the center bring the eye to a filmilar locataion for view-
ers to establish brand recoginition. The people thinking grasp the attention of the viewers and the premention of what is to come in the
baskets. Let me know what you guys think.
The photos of the baskets, gives the audience an idea of how some of the products look. Updating the photos seasonally and for
special occasions will offer consumers a wide variety of products. As you roll across the photos it will show what occasion the basket is ap-
propriate for.
..... a site to see
site map
Home Page
About
Shopping CartShop by Price Monthly Special
$20 - Under
$20-$30
$30-$40
$40-$50
$50-$80
$80-$100
$100-$200
0ver $200
Valentines Day
Mother’s Day
Birthday
Anniversary
Get Well
Thank You
CorporateGift
Shop by Occasion
Shop by Recipient
Kids
Pets
Friends
Clients
Husband
Wife
Teachers
Design Your Own
MOTIO
N GRA
PHIC 2
.5
37 Bakset Crazy Ɩ Rebranding Campaign
The initial concept of the story-
boards design started with a
couple, and woman receiving
a present that she has received before. The
second concept was to have a man sitting at a
computer desk trying to think of the perfect gift to
give. Both concepts would have worked so that
the target audience would come to the conclusion
that Basket Crazy is the idea place to find the perfect
gift, but we needed to reach a larger group. The final
motion graphic of a man thinking of the perfect gift
works well and reaches a wider range of consumers
and is fun and whimsical and displays a wider variety
of products along with a catch phrase describing how
the items can benefit the person receiving the gift
basket. It also features Arthea Franklins intrumental
version of the song “Think” in the background.
38
STORYBOARDSSKETCHES
STYLE
GUIDE
3.1 Logo Standards3.2 Logo Display Guidelines3.3 Color Palette3.4 Print Collateral3.5 Interactive Media3.6 Font Choice
3.0
41 Bakset Crazy Ɩ Rebranding Campaign
....defining the design
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
Basket Crazy target audience are trendset-
ters in search of a unique gift giving
experience that will enhance the receivers
individual personality. Being a home based business it is
necessary for Basket Crazy to incorporate brand recogni-
tion locally and gain a larger reach through the internet.
Establishing a logo that is polished and businesslike
will create an competitive edge against larger gift compa-
nies that carries a wider reach. Maintain a newly designed
logo whereas Basket Crazy had not established one will
manifest into a more profitable outcome in terms of rev-
enue and recognition in the market place. The new logo
with the two tone reversed type represents the fun tone of
the company along with the tag lines circular form states
that they can insure the usability of a wide range of cus-
tomers.
Not having a logo to incorporate the previous flow
of the company enrich the new design to a professional
level through the whimsical basket inside of the type.
Finally the shape of the tag line incorporates the feel of a
basket and the variety of items that can be placed inside..
New Design
LOGOSTANDARDS3.1
VARIOUS LOGO DESIGN
42
Font Choices
razy
From
Simple to Specta
cula
r
Custom Gift Baskets
razyCustom Gift Baskets
From
Simple to Specta
cula
r
Custom Gift Baskets
Three Logo Designs:
1 Stacked Layout with descriptor
and tag line
2 Stacked with capital letters of com-
pany and tag line
3 Capital letters of the company’s
name with descriptor
Busso Normal This type was best used in the design of the logo for it’s ability
to be reversed of the capital letters in the title of the company,
original size is 66/72..
Almeria-Regular Is used only in the descriptor of the company and can be used with
or without the entire logo, wit a 10pt size.
Beach Normal The two capital along with the descriptor can be used in print
ads, or a mix form of media. The type is formal and whimsical at the
same time. Size is 36pt. and circles the companies name to repre-
sent the outline of a basket, without tracking or kerning.
1
2
3
•Symbol
•Type
•Descriptor
•Tag line
43 Bakset Crazy Ɩ Rebranding Campaign
Custom Gift Baskets
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
Custom Gift Basketsrazy
From
Simple to Spectacu
lar
razyCustom Gift Baskets
From
Simple to Spectacu
lar
B
CCustom Gift Baskets
BC
asket
razy
from
simple to spectacul
ar
B
C
asket
razy
from
simple to spectacul
ar
Custom Gift Baskets
Colors
Black
LOGODISPLAYGUIDELINES 3.2
PRINT STADARDS
44
Custom Gift Baskets
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
(20 mm)
Basket Crazy’s logo will be recognizable to the new and previous target market that will
become equated to the brand. The logo must be developed in various sizes to incor-
porate different interactive media and promotional aspects of the campaign.
(50 mm)
45 Bakset Crazy Ɩ Rebranding Campaign
Logo can be displayed on white or light colored background and lightly textured linen paper. The
arrangement of the design should represent the various logo samples and can be used in all
interactive media. Textured background displays an elegant tone that is used throughout the
print ads and can be displayed as a border to all logo designs.
razy
From Simple to Spectacula
r
Custom Gift Baskets razy
From Simple to Spectacula
r
Custom Gift Baskets
razy
From Simple to Spectacula
r
Custom Gift Baskets
razy
From Simple to Spectacula
r
Custom Gift Baskets
razy
From Simple to Spectacula
r
Custom Gift Baskets
razy
From Simple to Spectacula
r
Custom Gift Baskets
B
C
asket
razy
from simple to spectacul
ar
Custom Gift Baskets
PROPER LOGOUSAGE
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
IMPROPER USAGE
46
...Of color and background
BC
asket
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
B
C
asket
razy
From
Simple to Spectacu
lar
Custom Gift Baskets razy
From
Simple to Spectacu
lar
Custom Gift Baskets
Pattern through logo Texture
Basket missing Wrong color palette
Distorted or skewed Background color
razyFrom Simple to Spectacu
lar
Custom Gift Baskets
B
C
asket
razyCustom Gift Baskets
From
Simple to Spectacu
lar
These are unacceptable
usage of Baskets Crazy’s logo
designs. Never place the texture
behind the logo, use a bright or col-
orful background, change the colors
of the palette, distort or skew or
place athe pattern through the logo.
The feel of the log should remain
elegant and whismiscal.
47 Basket Crazy Ɩ Rebranding Campaign
C: 70 R: 87
M: 46 G:123
Y: 19 B: 161
K: 3
597BA1
C: 33 R:159
M: 52 G:115
Y: 99 B: 44
K: 14
9F732C
C: 50 R: 60
M: 70 G: 36
Y: 80 B: 21
K: 70
3C2415
C:84 R: 19
M42 G: 127
Y: 6 B: 186
K: 0
127FBA
C: 0 R: 35
M: 0 G: 31
Y: 0 B: 32
K: 70
231F20
Basket Crazy’s logo can be dis-
played with these four colors, with a white
background or reversed out. Logo or
color palette can not be modified aside
from removing the tag line, descriptor or
name leaving the first two capital letters.
LOGO COLORPALETTES 3.3
B
C
asket
razy
fro
m simple to specta
cula
r
B
C
asket
razy
fro
m s
imple
to spectacula
r
B
C8838 ShamuLas Vegas, N.V. 89147
8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net
B
C
asket
razy
from simple to s
pec
ta
cula
r
Baske
t Crazy | C
ustom Gift
Baske
t
Cathie | 8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net
PRINT COLLATERAL
49 Basket Crazy Ɩ Rebranding Campaign
B
C
asket
razy
from
simple to spectacul
ar
8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net
.5” .5”
.5”
1”
Logo remains in the
upper left hand corner
and should always be
placed on stationary , business card
and mailing envelope. Call to action
or mailing information is located at
the bottom of all collateral with the
exception of the mailing envelope.
LETTERHEAD
50
BUSINESS CARD
B
C
asket
razy
from
simple to spectacul
ar
Basket Crazy | Custom Gift Basket
Cathie | 8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net
4”
3”
1”
1/2”
1/8”
1/8”
”3/
4”
Typeface:
Almeria
Busso Normal
Size:
48pt.
12pt.
Color:
C:84 M:42 Y:6 K:0
C:51 M:69 Y:72 K:61
C:33 M:52 Y:99 K:14
Width:
40 picas 20 picas
50 picas 30 picas
PRINTMEDIA
51 Basket Crazy Ɩ Rebranding Campaign
INTERACTIVE MEDIA 3.5
53 Basket Crazy Ɩ Rebranding Campaign
Tag line: Almeria 48pt.
Subhead: Busso 18pt.
Buttons: Busso normal 12pt.
Subtitle: Almeria 12pt.
Body Copy: Almeria 12pt.
Logo: 2x2 size
INTERACTIVEMEDIA
54
Graphic: RGB Color value
Set at 72ppi
55 Basket Crazy Ɩ Rebranding Campaign
DUCHESS: ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+BEACH NORMAL: ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+
ARIAL: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+
FONTCHOICE 3.6
56
FINAL
DESIG
N
4.1 Business Stationary4.2 Digital Media4.3 Print Ads4.4 Promotional Items4.5 Advertising4.6 Extras
4.0
59 Basket Crazy Ɩ Rebranding Campaign
BUSINESSSTATIONARY4.1
....write it out
BC
asket
razy
fro
m s
imple
to spectacular
8838 ShamuLas Vegas, N.V. 89147
B
C
Cathie Pentia | owner8838 Shamu
Las Vegeas, Nevada 89147P (702)228.6690
www.BasketCrazy.net
B
C
asket
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
LETTERHEAD
60
B
C
asket
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
8838 Shamu lv, nv 89147 | 702.228.6690 | www.basketcrazy.net
Dear Mrs. Baskey Crazy, Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim.
Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus. Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor.
In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus id bibendum luctus, magna orci luctus quam, et auctor urna diam sit amet ligula. Sed purus dui, suscipit et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius mauris. Viva-mus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut, mattis elementum, luctus at, orci.
Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi.
Sincerely,Angela Hunt
61 Basket Crazy Ɩ Rebranding Campaign
DIGITAL MEDIA4.2
....web blast & web site advertisements
62
....digital media advertisements
63 Basket Crazy Ɩ Rebranding Campaign
PRINT ADS4.3 Print collateral for Basket Crazy consist of two large images that reflects a product and the target audi-
ence, along with the brand logo, tagline, description of the product in a short statement that includes
the call to action and an additional image of one of Basket Crazy’s featured products. The ads mea-
surements are 8.5 in x 11in (51p0 x 66p0) with a border.
• Images will have a high resolution of 300dpi in color and black and white for newspaper ads.
• All print collateral will be featured in print ads such as magazines, and newspapers.
• Colors are represented in the style guide and will maintain the standards unless ad is in black and white.
• Patterns and line textures are defined in the style guide
• The body copy describes the products that Basket Crazy offers in an informative structure, so that the reader
is clear of the wide variety of basket are available and what occasions are offered.
Typography is as follows:
• Tagline: Almeria 72pt
• Body Copy: Arial 12pt.
• Logo: Busso 72
PRINT ADS
64
11 in.
66p0
1.5 in.
7p0
2.5 in.
15p0
8.5 in. Ɩ 51p0
65 Basket Crazy Ɩ Rebranding Campaign
BCCustom Gift Baskets
PROMOTIONALITEMS4.4
...show it off
PROMOTIONAL ITEMS
66
razyCustom Gift Baskets
From
Simple to Spectacu
lar
Custom Gift Baskets
...wear it well
67 Basket Crazy Ɩ Rebranding Campaign
Think OutsideThe Basket!!!
www.basketcrazy.net
....bus stop adADVERTISE-MENT4.5
ADVERTISEMENTS
68
Think Outside The Basket!!!
razy
From
Simple to Spectacu
lar
Custom Gift Baskets
www.basketcrazy.net
....dallas stadium
B
C
asket
razy
From
Simple to Specta
cula
r
69 Basket Crazy Ɩ Rebranding Campaign
http-_l2myowndevices.com_wp-content_uploads_2011_06_ppciPadCompete.png
http-_www.blissfulbalance.com_images_spa_for_two_gift_basket
http-_www.billiesdesignerbaskets.com_yahoo_site_admin_assets_images_Epicurean_Feast.211124304_std.jpg
http-_www.promo-wholesale.com_Upfiles_Prod_r_Java-Giant-Gift-Basket_20090617560.jpg
http-_www.giftbasketsplus.com_media_catalog_product_cache_1_image_17f82f742ffe127f42dca9de82fb5
8b1_1_7_1728.jpg
http-_ofrconsulting.com_wp-content_uploads_2011_09_chocolate-gift-baskets
http-_www.aagiftsandbaskets.com_Images_TM-W-MT.jpg
http-_media.merchantcircle.com_21761314_Black%20%26%20White_full.jpeg
http-_media.merchantcircle.com_886295_Candyland%20Gift%20Basket_full.jpeg
http-_www.seeit360.com_files2_imagecache_lightbox__
MG_9219.jpg
http-_l2myowndevices.com_wp-content_up-
loads_2011_06_ppciPadCompete.png
http_www.techindustriya.com_backspace_wpcontent_
uploads_2011_05_110503imacfam2.jpg
http-_carphotos.cardomain.com_ride_imag-
es_3_750_3661_26874330003_large.jpg
http://www.superbusinessonline.com/giftbaskets/GiftBasket.
jpg
http://www.wickerhomedecor.com/image_manager/attri-
butes/image/image_73/1097721963_4240563573_ATtrI-
BUTE_THUMBNAIL.jpg
PHOTOS4.6
70
IMAGE SOURCEhttp://www.mybabiesblanket.com/images/animals-gift-bas-
ket.jpg
http://www.carvergifts.com/v/vspfiles/assets/images/
mensfigleaf&lime.jpg
http://www.basketsbymaury.com/images/products/the%20
gourmet%20sampler.jpg
Getty Stock Images
http://www.gettyimages.com/detail/112185502/Photodisc
http://www.gettyimages.com/detail/dv1742013/Digital-Vision
http://www.gettyimages.com/detail/88757142/Digital-Vision
http-//www.gettyimages.com/detail/109726360/the-Agency-
Collection
http-//www.gettyimages.com/detail/73582755/Riser
http://www.gettyimages.com/detail/57320347/Glowimages
http://www.gettyimages.com/detail/101875919/The-Image-
Bank
http://www.gettyimages.com/detail/74009412/Blend-Images
http://www.gettyimages.com/detail/113190129/Blend-Images
http://www.gettyimages.com/detail/91069642/Stockbyte
http://www.gettyimages.com/detail/75904067/Photodisc
http://www.gettyimages.com/detail/96391490/Cultura
http://www.gettyimages.com/detail/96391491/Cultura
http://www.gettyimages.com/detail/104087858/Photo-
disc
http://www.gettyimages.com/detail/88785453/Photo-
disc
http://www.gettyimages.com/detail/71927124/Image-
Source
http://www.gettyimages.com/detail/71927124/Image-
Source
http://www.gettyimages.com/detail/115558346/Taxi-
Japan
http://www.gettyimages.com/detail/90096299/Digital-
Vision
http://www.gettyimages.com/detail/90096252/Digital-
Vision
http-//www.gettyimages.com/detail/
sb10067958bp-001/Digital-Vision
http://www.gettyimages.com/detail/stk145308rke/
Stockbyte
http-//www.gettyimages.com/detail/113800592/Pho-
tographers-Choice-RF
http---www.gettyimages.com-detail-97768282-Getty-
Images-Sport.psd
www.BasketCrazy.net
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