1

EXPRESSION
letter from the owner
purpose
mission
values
audience
attributes
origin of name

ELEMENTS
brandmark
signature
signature staging
additional graphic elements
color palette
typography

APPLICATION
stationery
business card
business system
billboard
print ad
store signage
app icon
app interface
website
sauerkraut

2
THE BRAND EXPRESSION

3
 LETTER FROM THE OWNER

THE REAL AMERHere at EKA American Sauerkraut, we are dedicated to creating the highest
quality kraut in the US. We take great care in choosing our ingredients and
crafting our product because sauerkraut is a food that we at EKA can’t imagine
life without. It adds a new dimension of flavor to any meal and it’s packed
with plenty of health benefits. That’s why it’s our mission to spread the joy of
sauerkraut across the country. We truly believe that Americans are missing out
on a treasure that much of the world enjoys every day and America deserves
better.

Mark Lavoy
CEO and Founder of Eka American Sauerkraut Co.

4 BRAND EXPRESSION
 LETTER FROM THE OWNER

ICAN DREAM

5
 THE PURPOSE

AMER CA.
A NATION OF
DREAMERS, DOERS,
VISIONARIES, GO-GETTERS.
AMERICANS DON’T SETTLE FOR
JUST FINE. THEY CHASE AFTER
BETTER, THEY KEEP THE
FUTURE ON ITS TOES, AND
THEY WELCOME A FRESH IDEA
LIKE AN OLD FRIEND.

6 BRAND EXPRESSION
 THE PURPOSE

Amer icans push t he lim it s.

7
 THE PURPOSE

Because better
No m a t t e r th e c i rc u ms ta n c e.
No m a t t e r th e ri s k .

8 BRAND EXPRESSION
 THE PURPOSE

i s a l w a y s b e t t e r.

9
 right?

10 B R A N D E X P R E S S I O N
right?

amirite?

11
 A SURVEY

A M E R I C A . A N AT I O N I N N E E D O F W A A Y B E T T E R F O O D

12 B R A N D E X P R E S S I O N
 OF FOOD

CAN WE DO BETTER?

13
 LETTER FROM THE OWNER

BRAND EXPRESSION
14
LETTER FROM THE OWNER

15
 OUR MISSION

16 B R A N D E X P R E S S I O N
 OUR MISSION

We knew you’d agree

Our mission is to share our love and craft of
sauerkraut. America has exhausted the range
of sweet and salty foods. It’s time to embark on
a new journey, explore a new flavor and reap
the health benefits of this translucent treasure.

17
 AT T R I B U T E S

We are adventurous

18 B R A N D E X P R E S S I O N
 AT T R I B U T E S

I S C A L L I N G

19
 AT T R I B U T E S

We’re a little nonchalant

20 B R A N D E X P R E S S I O N
AT T R I B U T E S

21
 AT T R I B U T E S

We are vibrant

22 B R A N D E X P R E S S I O N
AT T R I B U T E S

23
24 B R A N D E X P R E S S I O N
 OUR VALUES

Life should be good. It’s why we

are driven to:
Welcome adventure and creativity.

Promote good health so Americans can live

their best lives – their American Dream.

Encourage exploration and new thinking.

25
 ORIGINS OF THE NAME

26 B R A N D E X P R E S S I O N
 ORIGINS OF THE NAME

EKA
Short for “Every Kitchen in America”

Translates to “One” in many languages.

Forms the end of “Eureka”

27
28 B R A N D E X P R E S S I O N
THE BRAND ELEMENTS

29
 THE BRANDMARK

This wordmark was designed to reflect

the attributes of adventurous, vibrant and
nonchalant. It gives off a sense of nostalgic
Americana, with a playful use of letters
surrounding the main mark. Eka is hand
lettered and sits obliquely as if it is a word
exclaimed by someone who has discovered
something new. (Eur) eka! Sauerkraut.
It sits atop a line of emphasis that mimics the
organic shape of sauerkraut as well.

30 B R A N D E L E M E N T S
THE BRANDMARK

31
 T H E S I G N AT U R E

The entire signature includes the tagline, “The

Real American Dream.” Itt reflects a certain
nonchalant attitude towards the idealism of the
past, while not entirely rejecting that sense of
nostalgia. It challenges beliefs as to what truly
defines America and Americans.

32 B R A N D E L E M E N T S
T H E S I G N AT U R E

33
 THE STAGING

The entire signature should have plenty of room

around it, defined by the word mark without the
line of emphasis surrounding the rectangle that
the signature sits in. The word mark makes a
perfect square and thus is a convenient tool in
determining that spacing so that the logo can
be sure to have enough breathing room and be
easily read.

34 B R A N D E L E M E N T S
THE STAGING

35
 ADDITIONAL ELEMENTS

every
kitchen in
america

A BREAK FROM
SWEET AND SALTY

36 B R A N D E L E M E N T S
 ADDITIONAL ELEMENTS

These secondary elements and icons can be

used in combinations such as this one, or as
singular elements that link the viewer back to
the brand. When Eka’s restaurant opens, these
elements may be used in menu designs and
promotional items.

37
 COLOR INVENTORY

PANTONE 178 87%

HEX: #FF595A | CMYK: O 80 58 0 | RGB: 255 89 90

PANTONE 5255
HEX: #1D1934 | CMYK: 88 84 48 60 | RGB: 29 25 52

These 3 colors are

the primary colors for
Eka. The brandmark PANTONE 7535 20%
is usually in red but HEX: #B6B096 | CMYK: 30 26 38 0 | RGB: 182 176 156
can be knocked out in
cream or blue-black
when needed.

38 B R A N D E L E M E N T S
COLOR INVENTORY

39
 TYPOGRAPHY

HEADINGS TRADE GOTHIC LT STD

R E G U L A R
EXTENDED
BOLD EXTENDED
Bold No. 2

BODY Rockwell Std

regular

MERICAN DREAM

40 B R A N D E L E M E N T S
 P H O T O T R E AT M E N T TYPOGRAPHY

THE REAL AM

41
42
43
44
T H E B R A N D A P P L I C AT I O N

45
 S TAT I O N E R Y

The stationery for Eka is clean but still playful.

There are three business card variations, all
with the same red back.

46 B R A N D A P P L I C A T I O N
S TAT I O N E R Y

47
 STORE SIGN

Eka plans to expand their business by

openning a restaurant that serves a variety of
food, mostly incorporating sauerkraut.

48 B R A N D A P P L I C A T I O N
STORE SIGN

49
 WEARABLES

50 B R A N D A P P L I C A T I O N
WEARABLES

51
 MAGAZINE AD

Eka’s ad campaign keeps things fresh and

humorous by putting jars of sauerkraut in
minimalist settings that suggest the sauerkraut
is enjoying its life.
This one is one a beach during sunset.

52 B R A N D A P P L I C A T I O N
LETTER FROM THE OWNER

53
 BILLBOARD

This jar is relaxing poolside during the late

afternoon. It’s a spin on the American Dream,
associating good times with sauerkraut.

54 B R A N D A P P L I C A T I O N
LETTER FROM THE OWNER

55
 STREET SIGN

This jar is thinking about climbing a mountain

in the middle of the day.

56 B R A N D A P P L I C A T I O N
LETTER FROM THE OWNER

57
 EKA AMERICAN SAUERKRAUT

A: 3454 SKYLINE DR.

LOA, UTAH 84747

P: 342.545.3421

W: EKACO.COM

BRAND EXPRESSION
58
59
60