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trupura CBD

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

Elizabeth Bishop Tindall[email protected]
Abigail Nueve[email protected]

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.

Mission Statement

Our mission is to enhance the wellness of all with the most trusted infused products, true and pure since 2010.

Slogan

America’s Most Trusted Infused Products

Enhancing Wellness Since 2010

trupura_Lifetsyle_Chocolate
trupura_Lifetsyle_Tincture
trupura_Lifetsyle_Gummie

Brand Voice

Voice Characteristics

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.

Voice Characteristic Description Dos Don’ts
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:

Use on light-colored backgrounds whenever our white rectangular lock up is not possible.

Green and Black:

Use on light-colored backgrounds whenever our white rectangular lock up is not possible.
It's preferred that this version is used whenever possible. Should be used every time the logo is applied upon the institutional white rectangular lock up.

Green and Black on White:

It’s preferred that this version is used whenever possible. Should be used every time the logo is applied upon the institutional white rectangular lock up.
May be used on dark-colored backgrounds whenever our white rectangular lock up is not possible.

Grey and Black:

May be used on dark-colored backgrounds whenever our white rectangular lock up is not possible.
May be used on dark-colored backgrounds whenever our white rectangular lock up is not possible.

White:

May be used on dark-colored backgrounds whenever our white rectangular lock up is not possible.
Should only be used on smaller formats like candy molds. Use this truncated version only when complimenting the larger brand identity; not to be used on its own without any other trupura marks.

Truncated:

Should only be used on smaller formats like candy molds. Use this truncated version only when complimenting the larger brand identity; not to be used on its own without any other trupura marks.

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:

Vertical Logo Usage
Vertical Logo Usage
Improperly scaled logo
Improperly scaled logo
Added element or text
Added element or text
Logo on background with insufficient contrast
Logo on background with insufficient contrast
Changed logo font
Changed logo font
Isolated logo element
Isolated logo element

Logo Downloads

Right-click and select “Save Target As” or “Save As” to save the image in your selected format.

EPS
SVG
JPG
PNG

Green and Black Logo

EPS
SVG
JPG
PNG

Grey and Black Logo

EPS
SVG
JPG
PNG

Green and Gray Logo

EPS
SVG
JPG
PNG

Green and Black on White

EPS
SVG
JPG
PNG

Grey and Black Logo on White

EPS
SVG
JPG
PNG

White Logo (On Background)

EPS
SVG
JPG
PNG

Truncated Color Logo

EPS
SVG
JPG
PNG

Black Truncated Logo

Fonts

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.

Primary Fonts:

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

Secondary Fonts:

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

Font Sources:

All fonts are available online for purchase and/or download.

Colors

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.

Primary Palette:

trupura‘s primary color palette should be used on the majority of marketing collateral as it symbolizes various brand characteristics and reflects the logo.

trupura Green

Reflecting our growth, energy and commitment to the environment in being a more sustainable company

SOLID 4C:
56/05/100/00

Color Values

SOLID 4C: 56/05/100/00
Grey

Reflecting our dependability and professionalism demonstrated in all facets of the business

SOLID 4C:
44/36/37/02

Color Values

SOLID 4C: 44/36/37/02
Black (4C)

Reflecting our strength in changing the deep-rooted cannabis stigma through legitimacy and education

SOLID 4C:
60/40/40/100

Color Values

SOLID 4C: 60/40/40/100

Secondary Palette:

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.

Strawberry Pink
SOLID 4C: 10/95/00/00

Color Values

SOLID 4C: 10/95/00/00
Mellow Sand
SOLID 4C: 00/14/24/00

Color Values

SOLID 4C: 00/14/24/00
Rustic Red
SOLID 4C: 21/91/82/11

Color Values

SOLID 4C: 21/91/82/11
Pretty Purple
SOLID 4C: 75/93/04/01

Color Values

SOLID 4C: 75/93/04/01

Improper Use:

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

Supporting Elements

Icons:

An icon for graphic use, the trupura slogan “Enhancing Wellness Since 2010” is aligned into a block using Gotham Condensed Bold.

trupura Enhancing Wellness Since 2010

Packaging Icons:

trupura_Icon_Cherry
trupura_Icon_Almond
trupura_Icon_Strawberry

Backgrounds:

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.

SOLID 4C: 48/98/35/17

Black Cherry

SOLID 4C: 48/98/35/17
SOLID 4C: 04/100/28/00

STRAWBERRIES AND CREAM

SOLID 4C: 04/100/28/00
SOLID 4C: 12/39/100/00

TOFFEE ALMOND CRUNCH

SOLID 4C: 12/39/100/00
SOLID 4C: 64/26/61/05

EUCALYPTUS BATH SALT

SOLID 4C: 64/26/61/05
SOLID: WHITE

TINCTURE

SOLID: WHITE
SOLID: WHITE

STRAWBERRY

SOLID: WHITE
SOLID: WHITE

GREEN APPLE

SOLID: WHITE
SOLID: WHITE

WATERMELON

SOLID: WHITE

Packaging Imagery

3 FLAVORS: Black Cherry, Strawberries & Cream, Toffee Almond Crunch

CHOCOLATES

3 FLAVORS: Black Cherry, Strawberries & Cream, Toffee Almond Crunch
BATH SALTS

BATH SALTS

3 FLAVORS: Green Apple, Watermelon, Strawberry

GUMMIES

3 FLAVORS: Green Apple, Watermelon, Strawberry
HEMP OIL TINCTURE

HEMP OIL TINCTURE

Closing

Thank you for reviewing the trupura Style Guide. For any questions regarding assets or usage, please do not hesitate to contact our Marketing department.

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