Brand Guidelines

BRAND GUIDELINES

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Contents

BRAND GUIDELINES

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Natural stress & ​wellness remedies ​for modern life.

We’re on a mission to help you move, think,

create and feel your best all day every day.

Stress is at an all-time high, impacting daily well-being

while creating long-term negative effects on health.

Goldmine was built by two burned-out millennial women

looking for a better way to cope with the stressors of daily life.

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Built by ​burnt-out ​millennials

Founded by nutritionist + designer duo

Rachael Gorjestani and Tina Hardison.

Being modern women, we’re constantly

juggling our many responsibilities, projects, and ​maxed out calendars and inboxes. Turns out, ​we weren’t the only ones this stressed out.

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Values Driven

We take the quality and sourcing of our ingredients seriously.

All of our ingredients are USDA certified organic and sourced ​responsibly from sustainable farms grown in their natural environ- ​ments.

Always organic, always responsibly sourced.

We search high and low for the highest

quality mushrooms we can find.

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Brand Attributes

Our ingredients come from the earth so our ​brand should look natural and honest.

We believe wellness shouldn’t be priced ​at a premium or look like luxury.

Inclusive

We welcome all and encourage everyone to tune into ​their wellness and health.

How we’re different is our modern approach to ​adaptogenic products and our modern packaging ​stands out on shelves.

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WHO WE’RE FOR

Our Customer

—Millennial

—Person who is prioritizing preventative health

through functional foods and lifestyle

—Person seeking natural remedies to cope with stress ​—Those who also purchase: Keto, paleo, vegan,

collagen, honey, hemp seeds, functional foods,

organic, supplements/vitamins

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Brand ​Identity

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The Logo

Our Logo is a simple and modern ​arched gold Wordmark.

CLEAR SPACE

To ensure the integrity of the logo, ​the area directly surrounding

them should be protected.

PLACEMENT

On any given format—landscape ​or vertical—the preferred logo ​placement is centered on the page.

CLEAR SPACE

PLACEMENT

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Color

The Goldmine Color Family is ​expressive, bright, and modern, ​and not strict to these colors.

Gold is the hero brand color,

when in doubt use gold.

Use supporting pops of color,

and gradients.

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Typography

Fugue

Primary Brand Font

Gooper

Secondary Expressive Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ ​abcdefghijklmnopqrstuvwxyz 1234567890 ​—&*#@?!/+(.,:;)

Fugue is our main Brand Font.

When in doubt, use Fugue.

For secondary fonts—we can get more playful

and expressive. Use our go-to secondary fonts

on the right, but aren’t limited to these fonts.

ABCDEFGHIJKLMNOPQRSTUVWXYZ ​abcdefghijklmnopqrstuvwxyz 1234567890 ​—&*#@?!/+(.,:;)

Whyte Inktrap

Secondary Expressive Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ ​abcdefghijklmnopqrstuvwxyz 1234567890

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EXPRESIVE TYPOGRAPHY: USAGE EXAMPLES

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Photography

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Graphic System

Playful icons and logotypes that ​communicate stress-free living, and ​connection to the earth & plants

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Voice & Tone

Like a Friend

We know life is stressful and messy/not perfect.

We can relate about how hard life / work balance is!

Fostering and Empathetic

We’re here for you.

Educational

We want to teach your about how adaptogens can ​help your physical + mental health

Inclusive

Non exclusive, we want to make health & wellness ​accessible.

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Label Creative

Goldmine label designs are

always eye-catching, colorful,

and personable.

Always utilize gold foil in the

logo and other metallic touches

in the label.

Paper stock feels premium to the

touch, matte over glossy and

a nice paper tactile feel.

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THANK YOU