Restaurant Brand Bible

1. BRAND BIBLE
DEVELOPED BY CHANTAL JOHNSON

2. Overview
Brand Experience
Brand Persona
Mission Statement
Brand Promise
Brand Essence
Brand Personality
Dutchies Values
Motto
Design Principles
Style Guide
Copy Guidelines
Examples
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3. Brand Experience
Dutchies restaurant is situated directly opposite Grotto Beach. The restaurant has a picturesque view of the
ocean, the backdrop of Olifantsberg becomes illuminated as the sun sets. There is no doubt that Dutchies is
surrounded by the exquisiteness of nature. Not only is the view truly breathtaking, but the menu offers a range of
dishes from freshly cooked seafood, a touch of Dutch cuisine, tapas, sushi and an extensive cocktail and wine
list. In the summer months, the restaurant extends into a summer lounge closer to the beach, where you can feel
the sand between your toes while sipping on cocktails.
Dutchies restaurant is a family run restaurant that prides itself on its sincere and down to earth ambiance that
guests enjoy when visiting. This unpretentious restaurant in the heart of the Grotto Beach provides guests with a
laid back, homely feeling with food of excellent value. Dutchies is a special place, it has become an environment
that reaches far from just being a restaurant, but a place of belonging for our guests. There is a saying in Dutch
that says “Gezelligheid kent geen tijd”, it could be described as the same in English when we say “Time flies when
you’re having fun”. However, this Dutch saying has even deeper meaning, when we are Gezellig it’s making time
for each other, for connecting with people, for exchanging dreams and enjoying each other’s company. Gezellig
is the heartbeat at Dutchies, it is a place where you can enjoy your dinner and glass of wine in an atmosphere
that appreciates the beauty and culture of gezelligheid!
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4. MISSION STATEMENT
Our mission is to provide good
honest food and service in te
best setting in Hermanus.
Brand Persona
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5. BRAND PROMISE
Dutchies is passionate about
providing a service that is
sincere and honest in an
atmosphere that allows you to
feel at home.
Brand Persona
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6. BRAND ESSENCE
Good Food
Good Service
Good Atmosphere
Brand Persona
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7. BRAND PERSONALITY
Dutchies is a family
orientated, laid back,
homely, unpretentious,
efficient, cheerful, trendy,
honest and wholesome
restaurant.
Brand Persona
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8. Team Work Social and Environmental
Responsibility
DUTCHIES VALUES
Respect
Value and respect
everyone that comes
through the restaurant
Excellence
Deliver honest and
excellent service
We uphold the belief that
we work best when we
work together, and we
will support each other in
our efforts to learn and
grow.
Dedicated to maintaining
sustainable business pratices and
look for opportuntieis to positively
impact our social and
environmental surroundings
through direct trade and
community giving
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9. making time for each other, for connecting with
people, for exchanging dreams and enjoying each
other's company
MOTTO
atmosphere which is pleasant, friendly,
welcoming, fun, socialble, delightful, togetherness,
belonging
gezellig7

10. DESIGN PRINCIPLES
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11. LOGO
The logo is clean and
straightforward. It represents
the name of the restaurant
with the Dutch Flag used as
the filling to represent the
connection to Dutch.
COLOUR TYPOGRAPHY
Style Guide
Lato Bold
TITLE FONT
Lato
BODY
The Lato Bold acts as a title font in all
branding and communication pieces.
It contributes a friendly, natural feel to
our materials while still maintaining
the crispness of the style.
The lato font acts as the body font. It
is easy to read and rounded,
complimentary of the title font.
#EF7100
#DE0F3F
#FFFFFF
#042698
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12. VOICE
Dutchies voice over social platforms and email
campaigns can be characterised by casual, down to
earth conversation. It engages with followers on a
friendship level, that is compassionate and welcoming. It
is direct, simple and to the point.
SOCIAL MEDIA VOICE
Time is placed on storytelling from the perspective from
one friend to another the tone is based on friendship.
Call to actions are gentle and seen as reminders.
Example: "Join us for our jazz night, reserve your table to
avoid disappointment'
GLOSSARY
Laid back, friendly, gezellig, fresh
Copy Guidelines
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13. E X A M P L E S
Brand can be communicated through social media
posts, advertising, menus and newsletters