Ilu Beverages

📋 1 Guidelines

🔗 Connections

Sector

Drink

Region

India

Guideline Year

2024

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2024

Brand Summary

Mission
  • Enhancing health & vitality with no compromise, by providing genuinely zero-sugar, refreshing, hydrating, and energizing drinks for busy young adults seeking a healthier lifestyle without sacrificing flavor [^1].
Core Values
  • health
  • vitality
  • innovation
  • quality
  • accessibility
  • enjoyment
Target Audience
  • Busy young adults who want to maintain health and energy, and are looking for refreshing, zero-sugar beverages that fit their active lifestyles [^2].
Personality Traits
  • playful
  • friendly
  • energetic
  • inviting
  • modern
Visual Identity Overview
  • The brand uses vibrant colors (dominant blue, lime green, purple), playful cartoon mascots, rounded and bold typography, and geometric logo designs to create a lively, approachable, and energetic visual style [^3].

Categories

Brand Imagery
  • Miss Ilu is our Brand Mascot -A character derived from the shape of a water drop with its nose as a lightening bolt representing both hydration and energy.
  • The mascot should be used in cases with maximum brand visibility like packaging and advertisement. No changes must be made to the mascot design. Each illustration is designed specifically for a certain flavour and must not be used interchangeably.
Color Palette
  • The primary palette consists of three colours which are used across brand visual language consistently. The blue shade is used dominantly compared to the other two.
  • Hex: #53efee CMYK: 50 0 15 0
  • Hex: #00d3dd CMYK: 65 0 20 0 Pantone 311 C
  • Hex: #4d006a
  • CMYK: 80 100 20 20
  • Secondary colours are defined for use cases on illustrations, flavour variants, and sub-brands.
  • Hex: #ff0093 CMYK: 0 100 0 0 Pantone 213 C
  • Hex: #c6f300 CMYK: 30 0 100 0 Pantone 381 C
  • Hex: #b652ff CMYK: 50 75 0 0 Pantone 2582 C
Typography
  • Moranga font family by Sofia Mohr - LatinoType is the only brand typeface used across all brand communications. Different weights may be used appropriately depending on the case.
Logo Usage
  • The logo is constructed using a highly geometric system as depicted. It’s circular form is inviting, warm, and, playful.
  • Ideal for smaller use cases or internal use.
  • = 1cm / 37.5px in height
  • Ideal for most use cases primarily for consumer touchpoints for example: social media icon
  • Ideal for special use cases where brand language has to depicted in full glory. for example: packaging
  • Logo Clear space ensures appropriate visibility of the brand logo and also helps in legibility.
  • The appropriate clear space on all four sides must be equivalent to the diameter of the dot of the letter “i” in Ilu -Logo.
  • The logo must never be used in the following ways in any situation.
  • Don’t distort (rotate, skew, squeeze, shift) the logo in any manner
  • Do not change the colour of the shadow or accents in the logo
  • Do not distort, add to, or remove from the accent elements of the logo i.e. highlights, shadows, and bubbles.
Brand Values
  • Ilu (pronounced: eeloo) is an emerging beverage brand dedicated to enhancing the health and vitality of busy young adults. Committed to providing genuinely zero-sugar, refreshing, hydrating, and energizing drinks, Ilu ensures that health is never compromised. The brand believes in harmoniously combining taste, health, and energy, offering a unique solution for those seeking a healthier lifestyle without sacrificing flavor.
  • Ilu’s vision is to become a leading name in the beverage industry, known for its innovative approach to health and wellness. By focusing on the needs of its target audience, Ilu aims to positively impact their daily lives, helping them stay energized and hydrated. The brand’s dedication to quality and its passion for promoting a healthier lifestyle are at the core of its mission to make healthy living accessible and enjoyable for all.
Visual Style
  • The logo is constructed using a highly geometric system as depicted. It’s circular form is inviting, warm, and, playful.
  • Ideal for smaller use cases or internal use.
  • = 1cm / 37.5px in height
  • Ideal for most use cases primarily for consumer touchpoints for example: social media icon
  • Ideal for special use cases where brand language has to depicted in full glory. for example: packaging
  • Logo Clear space ensures appropriate visibility of the brand logo and also helps in legibility.
  • The appropriate clear space on all four sides must be equivalent to the diameter of the dot of the letter “i” in Ilu -Logo.
  • The logo must never be used in the following ways in any situation.
  • Don’t distort (rotate, skew, squeeze, shift) the logo in any manner
  • Do not change the colour of the shadow or accents in the logo
  • Do not distort, add to, or remove from the accent elements of the logo i.e. highlights, shadows, and bubbles.
  • The primary palette consists of three colours which are used across brand visual language consistently. The blue shade is used dominantly compared to the other two.
  • Hex: #53efee CMYK: 50 0 15 0
  • Hex: #00d3dd CMYK: 65 0 20 0 Pantone 311 C
  • Hex: #4d006a
  • CMYK: 80 100 20 20
  • Secondary colours are defined for use cases on illustrations, flavour variants, and sub-brands.
  • Moranga font family by Sofia Mohr - LatinoType is the only brand typeface used across all brand communications. Different weights may be used appropriately depending on the case.
  • The mascot should be used in cases with maximum brand visibility like packaging and advertisement. No changes must be made to the mascot design. Each illustration is designed specifically for a certain flavour and must not be used interchangeably.
🐛 Report