Brand Guidelines

MEOLA
GENPURE LIFESCIENCE PVT LTD

v1
Contents

Brand Values
Value Words | Value Statement | Visual Language 1

The Logo
The Logo - Positive & Negative | Construction & Clear Space | Scaling & Variations 5

Brand Colours
Colour Palette | Colour Palette Primary | Colour Palette Secondary | Logo Colour Usage 10

Brand Typography
Typeface Primary | Typeface Secondary 15

Brand Assets
Patterns | Gradients 18

Brand Imagery
Brand Images: Primary | Brand Images: People | Brand Images: Textures | Brand Images: Product Shoot | Imagery to Avoid 21

Brand Extensions
Visiting Card | Stationery Extensions | Packaging Direction | Packaging Extensions | Social Media Templates | Website UI 27

v1
Brand Values
Value Words
Value Statement
Visual Language

01
Brand Value Words

Transparent Earthy Spirited Empathetic Curated

We believe in being We strive to forge a We seek to emulate We believe it is vital to Our products are
open about our deeper connection to the strength and listen to, and mindfully and
ingredients and the Earth, let her vitality of glacial rivers, understand others’ consciously designed
processes, and want wisdom and beauty have it’s spirit - the unique experiences, to offer you an
you to know that you guide us to do better spirit that heals and and trust in our ability indulgent experience
get the very best from for ourselves and our nourishes the land it to create a better that pampers your body
us. planet. touches. tomorrow. and soul.

02
Brand Value Statement

“Pure, spirited, and refreshing, Meola was created to encapsulate the

essence of mountainous springs and glaciers. Glaciers spark in us
a sense of wonder and adventure, as age-old ice melts to form
drops of freshwater that sustains all life. Meola brings to you this
ethos of purity and power of nature.

Thoughtfully curated and truly safe, our products come with the promise of
an indulgent experience that is 100% toxin-free, cruelty-free, and
allergen-free. Our North Star will always be to make our products as gentle
on the planet as they are on the skin.”

03
Brand Visual Language

Delicate Minimalist Dreamy

Meola finds it’s Meola embodies Meola longs for a

strength and inspiration the belief that soulful connection with
in the myriad luxury is in simplicity. nature, and dreams of
delicate and beautiful being immersed in
forms of nature. it’s healing mist.

04
The Logo
Construction & Clear Space
Scaling & Variations

05
06
Logo Construction & Clear Space

The Primary Logo consists of a logomark and logotype, in

Meola Glacier Teal and Ice Blue colours, respectively.

When using the logo, clear space equivalent to the size of

the logo icon must be left on all sides, as shown.

Either of the 2 logo versions shown here may be used,

depending on placement.

The gap between the logomark and the logotype can be

increased, but must be maintained in increments of the
central icon.

The overall proportion of the logomark and logotype must be

maintained as is, and must not be skewed under any
circumstance.

07
Logo Scaling & Variations

Logo A and Logo B. are the primary logos.

Either of the two versions may be used across verticals depending
on design of the verticals, and placement.

Logo C. and Logo D. are scaled down versions of Logos A & B,

respectively. They have a more predominant logotype for clarity
of brand name, and are to be used when scaling down in size,
particularly for print media applications of the logo below
10 mm in size.

A B

C D

08
Logo Scaling & Variations

Logo E. is a variation of Logo A, featuring an increased space

between logomark and logotype. This spacing can only be
altered in increments of the height of the central logo icon, as
shown under the header: Logo Construction & Clear Space.
Logo E features a spacing of 2 central icons, as opposed to
spacing of 1 central icon on Logo A, and may be used in a
logitudanal space.

G Logo F. is a scaled down version of Logo E, and may be used at

the designer’s discretion.

E
Logo G. may be used for vertical placement of the logo on taller
packaging and other applications.

H Variation H. consists of the logomark in positive and negative,

and may be used as an accessory on labels and other verticals
where the brand name has already been established.

Variation I. may be used as footers and for sizes less than 5 mm.
F I

Please Note: The spacing between the logomark and logotype

must be in increasing increments of the central logo icon, as
shown under the header, “Logo Construction & Clear Space”

09
Brand Colours
Colour Palette
Colour Palette Primary
Colour Palette Secondary
Logo Colour Usage

10
Colour Palette

Primary Colour Palette

The primary colour palette must be used across all verticals to
establish brand consistency. Hex codes and RGB values are
specified on the following pages.
#8AB7AE #1F5673 #D89E91 #EDE7E3
Glacier Teal Ice Blue Copper Beach Warm Neutral Tints and shades of the primary colour palette have been
specified and may be used in accompaniment with the primary
palette.

The colour usage must be minimal and soft, with not more than
2 colours being used at one time. Tonal variations of the same
hue may be used.

Secondary Colour Palette The secondary colour palette has been developed for accents on
website UI, call for action buttons, discount coupons, patterns,
social media posts, packaging, etc.

Neutral greys may be used for text and backgrounds.

#704771 #9898D8 #FF858D #BCB8B1
Soft Violet Violet Sky Light Coral Warm Grey

11
Colour Palette Primary

R/G/B HEX CODE R/G/B HEX CODE R/G/B HEX CODE R/G/B HEX CODE

138 / 183 / 174 #8AB7AE 31 / 86 / 115 #1F5673 216 / 158 / 145 #D89E91 237 / 231 / 227 #EDE7E3

221 / 237 / 234 #DDEDEA 191 / 221 / 238 #BFDDEE 247 / 223 / 213 #F7DFD5 255 / 251 / 247 #FFFBF7

189 / 224 / 217 #BDE0D9 103 / 174 / 206 #67AECE 244 / 204 / 189 #F4CCBD 249 / 239 / 234 #F9EFEA

95 / 149 / 143 #5F958F 20 / 61 / 82 #143D52 204 / 121 / 105 #CC7969 215 / 203 / 193 #D7CBC1

72/ 112 / 107 #48706B 12 / 37 / 49 #0C2531 160 / 67 / 105 #A0432D 199 / 183 / 168 #C7B7A8

12
Colour Palette Secondary

R/G/B HEX CODE R/G/B HEX CODE R/G/B HEX CODE R/G/B HEX CODE

112 / 71 / 113 #704771 152 / 152 / 216 #9898D8 255 / 133 / 141 #FF858D 188 / 184 / 177 #BCB8B1

204 / 186 / 206 #CCBACE 231 / 231 / 247 #E7E7F7 255 / 233 / 237 #FFE9ED 255 / 248 / 243 #FFF8F3

152 / 123 / 155 #987B9B 201 / 201 / 244 #C9C9F4 255 / 194 / 203 #FFC2CB 221 / 218 / 212 #DDDAD4

87 / 55 / 88 #573758 94 / 94 / 183 #5E5EB7 204 / 70 / 89 #CC4659 138 / 129 / 124 #8A817C

54/ 40 / 56 #362838 70 / 70 / 135 #464687 153 / 52 / 71 #993447 68 / 64 / 61 #44403D

13
Logo Colour Usage

Primary Logo Colours Secondary Logo Colours

The Logo consists of a logomark and a logotype, in Meola
Glacier Teal and Ice Blue colours, respectively.

Warm Neutral hue may be used for placement of the logo

over darker images and hues.

The logo may also be used in suitable permutation

combinations of the colour palette based on usage.

Use of tonal variations of the base hue (shades and tints

are specified under the brand colours section of brand
guidelines) is encouraged for placement of logo on
verticals, if Meola Glacier Teal or Neutral hue can not be used.

14
Brand Typography
Typeface Primary
Typeface Secondary

15
Typeface Primary

Source Sans Pro Extra Light

Source Sans Pro Extra Light Italic

Aa
Source Sans Pro Light

Source Sans Pro Light Italic

Source Sans Pro Regular

Source Sans Pro Italic

ABCDEFGHIJKLMNOPQRSUVWXYZ Source Sans Pro Semibold

abcdefghijklmnopqrsuvwxyz
1234567890 Source Sans Pro Semibold Italic

Source Sans Pro Bold

Source Sans Pro Bold Italic

Source Sans Pro Black

Source Sans Pro Black Italic

16
Typeface Secondary

Source Serif Pro Extra Light

Source Serif Pro Extra Light Italic

Aa
Source Serif Pro Light

Source Serif Pro Light Italic

Source Serif Pro Regular

Source Sans Pro Italic

ABCDEFGHIJKLMNOPQRSUVWXYZ Source Serif Pro Semibold

abcdefghijklmnopqrsuvwxyz
1234567890 Source Serif Pro Semibold Italic

Source Serif Pro Bold

Source Serif Pro Bold Italic

Source Serif Pro Black

Source Serif Pro Black Italic

17
Brand Assets
Patterns
Gradients

18
Brand Assets Patterns

Brand Patterns have been developed to be used across various

verticals.

Patterns with a similar visual language may be developed

further for use on packaging, social media posts, labels, etc.

Patterns must remain soft and tonal and not become an

overpowering feature of the design language.

Brand Gradients (as shown on the next page) may be used on

websites, labels, etc.

Brand Gradients have been made specifically in earth and sky

inspired tones, and if extended, must follow the same criteria,
from within the brand palette.

19
Brand Assets Gradients

GRADIENT R/G/B HEX CODE GRADIENT R/G/B HEX CODE

216 / 158 / 145 #D89E91 244 / 204 / 189 #F4CCBD

189 / 224 / 217 #BDE0D9 152 / 123 / 155 #987B9B

244 / 204 / 189 #F4CCBD 247 / 223 / 213 #F7DFD5

191 / 221 / 238 #BFDDEE 255 / 194 / 203 #FFC2CB

247 / 223 / 213 #F7DFD5 255 / 194 / 203 #FFC2CB

204 / 121 / 105 #CC7969 191 / 221 / 238 #BFDDEE

237 / 231 / 227 #EDE7E3 244 / 204 / 189 #F4CCBD

138 / 183 / 174 #8AB7AE 201 / 201 / 244 #C9C9F4

20
Brand Imagery
Brand Images: Primary
Brand Images: People
Brand Images: Textures
Brand Images: Product Shoot Moodboard
Imagery to Avoid

21
Brand Imagery Primary

Mountain inspired imagery

Focus on texture
Should not be location specific
Should not be picture postcard scenery

Macro shots of flowers/leaves

Tonal quality similar to brand colours
Focus on ideas like mist, dreaminess, experiential

Green tones to be similar to brand colours

Cannot be a bright sap green

People imagery to be multi-ethnic, inclusive, dreamy

Interation with natural elements

Nearly abstract sceneries

Focus on texture
Sense of either serenity or of power of nature.

22
Brand Imagery People

People imagery to be multi-cultural, and inclusive

Use of Indian faces for new photoshoots is recommended
Tonal value of pictures to be similar to colour palette

Close-up shots with pensive, dreamy, or joyous expressions

Interaction with nature and natural elements is encouraged
Pictures must look experiential and inviting.

Direct gaze images with neutral expressions must have a

sense of serenity and peace; not sadness.

23
Brand Imagery Textures

Macro shots of natural textures, or ariel shots of the earth, and

inspired experimental art and photographs may be used across
verticals to depict a sense of connectedness to the earth and
the brand’s core values.

The tonal values must remain close to the colour palette

24
Brand Imagery Product Shoot Moodboard

Product photography must remain minimal, with not more than

2 props being used alongside the product.

Outdoor shoots of products amidst nature are encouraged.

For indoor shoots, the use of natural elements as props or the use
of water is recommended.

Products may be photographed when held in hands, as shown,

for a more personal, caring, tactile approach.

Ample negative space must be maintained to give the

photograph a light, breezy and luxurious look.

Product and background tones must be similar, and within the

tonal range of the brand colour palette.

Please Note: These images are meant for reference purposes only, Meola does not
claim ownership of any of the products or photographs depicted here.

25
Imagery To Avoid

x Sceneries, location specific photographs, and picture postcard

photographs must NOT be used.

Product shots that have too many props, too much contrast in
colours, and a maximalist approach to the frame must not be used.

People photography that has buildings/city backdrop must

not be used.

Photographs with too much contrast, and with tones that

do not match brand palette must also not be used.

26
Brand Extensions
Visiting Cards
Stationery Extensions
Packaging Direction
Packaging Extensions
Social Media Templates
Website UI

27
Stationery Visiting Card

Visiting cards are of size 9 cm x 5 cm, and must be printed

front-and-back, as shown.

Use of slightly textured, matte, off-white paper is recommended.

DEEP PATEL
Director

+91 94272 69580

info@meolaindia.com

GenPure Lifesciences Pvt Ltd | 202, Sigma Icon II, Opp Medilink Hospital
132 feet Ring Road, Satellite, Ahmedabad- 380015. Gujarat, India

28
Stationery Extensions

Stationery extensions must be developed in stylistic coherence

with the visiting card, and brand guidelines, as shown.

MEOLA Use of Meola Glacier Teal as the primary colour is encouraged.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper

suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto
GenPure odio Pvt Ltd | 202, Sigma Icon II, Opp Medilink Hospital
Lifesciences
132 feet Ring Road, Satellite, Ahmedabad- 380015. Gujarat, India
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te.

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Best Regards
Deep Patel
Founder

GenPure Lifesciences Pvt Ltd | 202, Sigma Icon II, Opp Medilink Hospital, 132 feet Ring Road, Satellite, Ahmedabad- 380015. Gujarat, India

29
Stationery Extensions

30
Packaging Direction

The packaging must reflect the brand values of transparency and

earthiness, and embody the spirit of wellness for the skin and for
the earth. Recyclable/reusable and sustainable packaging
solutions must be used to further this cause.

Packaging may utilize brand patterns, colours, gradients, textures,

and transparency to reflect the product’s USPs, and the brand’s
values.

Minimalist and elegant visuals are encouraged, for a luxurious

yet rooted feel.

Please Note: These images are meant for reference purposes only, Meola does not
claim ownership of any of the products or photographs depicted here.

31
32
Packaging Extensions

Packaging extensions include gift boxes, paper bags, labels,

pouches, wrapping materials, etc.

Extensions must refrain from being extravagant, and sustainable

options must be used for such packaging. As far as possible,
single-use plastic must be avoided in all packaging.

Extensions must be minimal, follow brand guidelines, and be

visually coherent with the packaging inside.

33
Social Media Templates

Social Media Posts and Advertisements must maintain a uniform

grid aesthetic as shown.

WWW.MEOLA.COM

new season
50%
OFF
All images used must have tonal values similar to the brand colour
palette and must be enclosed within a border of the closest
brand colour to the image.

introducing

@MEOLAINDIA
Post and advertisements must maintain a clean, minimal
A RANGE OF SKINCARE
WITH LOVE FROM THE WILDERNESS
SPRING - SUMMER SALE
WWW.MEOLA.COM
aesthetic that reflects Meola’s brand values.

The text must be limited to typefaces specified in the guidelines

INDIA’S FIRST
and must remain consistent throughout.

CHOOSE THE BEST FOR YOURSELF EVERYDAY

CHOOSE THE BEST FOR YOURSELF EVERYDAY

Use of brand patterns, colours, and other graphics is encouraged

How to
hydrate to add variety to posts.
your skin
all night
Posts and advertisements must be accompanied by informative
lipobelle glacier captions about the product or service, and must remain friendly
WWW. MEOLA.COM
INDIA’S FIRST
WWW. MEOLA.COM
and dignified in their voice.

34
Website UI

The website must be minimal, elegant, stylistically

coherent, and functional.

The UI must adhere to the visual language of the brand,

as shown.

The images, colours, and typography used must follow the

brand guidelines.

The tone of voice must remain inviting and dignified.

While creating the website, guidelines must be prepared

specific to the website, that adapt the brand guidelines for
the interface, and are readily available for reference as
required. The guidelines must be adhered to while adding
to/editing the website to maintain visual coherency.

35
Thank You
MEOLA
GENPURE LIFESCIENCE PVT LTD

v1