Brand Style Guide
The trupura Story
True to our roots, this new company has grown organically, based on customer feedback over the past ten years. Now, the founders of the award-winning incredibles brand brings you trupura. We hope these assets allow you to get to know our company, our brand, and our products a little better. And we believe in the power of human connection, so if you’d rather just reach out and ask a question, feel free to do that too. We’re here to help. —Your trupura marketing team
What Sets Us Apart
We are Industry Veterans. Our ownership and production teams have over a decade of experience creating infused products.
Certified Hemp. We handcraft our goods using only Colorado-grown hemp certified by the state’s Department of Agriculture.
Quality Ingredients. We use organic, gluten-free and sustainably-sourced ingredients, as well as natural colors and flavors.
Lab Tested. We triple third-party lab test all our products to ensure safety, quality and consistency. Current Certificates of Analysis (COAs) are always available upon request.
Our mission is to enhance the wellness of all with the most trusted infused products, true and pure since 2010.
America’s Most Trusted Infused Products
Enhancing Wellness Since 2010
Uniformity in brand voice is imperative to maintain the personality of trupura, as the following attributes are how we desire the brand to be perceived by our target audience.
|Educated||We’re educated about hemp, understanding the plant’s functions, consumers’ needs, and the process of creating consistent infused products.||Display professionalism and confidence; cite scientific studies; boast experience and innovation; communicate strength and leadership; advance knowledge||Make medical claims; assume; lose site of target audience, lack of perspective|
|Authentic||We are committed to integrity, taking pride in ethical production practices and honest advertising.||Be trustworthy and direct; acknowledge mistakes and create solutions; be encouraging and respectful – we’re still learning.||Use marketing jargon; oversell product capabilities; plagiarize; express discrimination;|
|Relatable||We’re in tune with our patients’ needs and aim to accommodate them||Be expressive, approachable and helpful; ask questions, listen and connect; use illustrations and examples||Be too serious or overly scientific; be too casual; exhibit negativity; neglect inquiries and feedback|
Logos and Usage
The trupura logo speaks to the brand’s identity with a clean, minimalistic approach and having definitive clarity, mirroring the brand’s direct tone and voice. It was designed to imply growth and nature, with the stem of the “p” resembling a stalk and the waved green line under “tru” depicting a leaf.
The trupura logo only appears in the following combinations:
Green and Black:
Green and Black on White:
Grey and Black:
Improper Logo Usage:
Please never use our logo in the following manners:
- Use the horizontal logo in a vertical way
- Stretch or compress the logo
- Change the logo font
- Remove any elements of the logo, or use parts in isolation aside from appropriate use of the truncated form
- Add additional elements to the logo
- Place the logo on a background with insufficient contrast and/or free space
Improper Logo Examples:
Right-click and select “Save Target As” or “Save As” to save the image in your selected format.
Green and Black Logo
Grey and Black Logo
Green and Gray Logo
Green and Black on White
Implementing a consistent typeface encourages brand recognition and forwards our identity, as this typography was chosen to reflect trupura CBD’s attributes of clarity, harmony and modernism.
There are two primary fonts; however, other styles of Avenir (book, medium, oblique, etc.) can be used to create greater difference in hierarchy when used in approved manners. This typeface is preferred on educational marketing collateral and emphatic announcements.
- Avenir Black Usage: Headlines, first captions and slogan
- Gotham Bold Usage: Sub-headlines and introductory statements
- Avenir Heavy Usage: Body copy
To complement the trupura CBD primary fonts, three styles of Tungsten type may be used in approved manners. More casual and playful, this typeface is preferred on lifestyle-focused marketing collateral.
- Tungsten Semi-Bold Usage: Headlines, first captions and slogan
- Tungsten Book Usage: Sub-headlines and introductory statements
- Tungsten Extra Light Usage: Body copy
Social Media Fonts:
- Gotham Condensed Bold Usage: Headlines, first captions and slogan
- Acumin Variable Concept Usage: Sub-headlines and introductory statements
- Arbutus Slab Usage: Body copy
All fonts are available online for purchase and/or download.
Consistent application of color plays an imperative role in expressing a distinct brand identity. This section describes our hierarchy of usage and how to apply and combine the colors.
trupura‘s primary color palette should be used on the majority of marketing collateral as it symbolizes various brand characteristics and reflects the logo.
Reflecting our growth, energy and commitment to the environment in being a more sustainable company
Reflecting our dependability and professionalism demonstrated in all facets of the business
Reflecting our strength in changing the deep-rooted cannabis stigma through legitimacy and education
trupura CBD’s bright secondary color palette should be used as accents to support the primary palette as it symbolizes additional company attributes and mirrors product packaging.
Please never use our color palette in the following manners:
- Recolor logo with any colors from the secondary palette
- Overuse black in graphics; this should be an accent color
- Incorporate large areas of color unnecessarily; embrace reasonable white space when designing
An icon for graphic use, the trupura slogan “Enhancing Wellness Since 2010” is aligned into a block using Gotham Condensed Bold.
Exclusive creations by Denver-based artist Emily Dwan, these painterly assets were created as an element to support trupura‘s artisanal quality. The vibrant diagonal strokes on each piece convey movement and energy.
STRAWBERRIES AND CREAM
TOFFEE ALMOND CRUNCH
EUCALYPTUS BATH SALT
Thank you for reviewing the trupura Style Guide. For any questions regarding assets or usage, please do not hesitate to contact our Marketing department.