The document provides recipes and guidelines for consistently representing the Joma brand across marketing materials. It outlines the core brand pillars and ingredients like logo usage, colors, typography and photography. Recipes include easy product promotions using a headline, image and call to action. The guidelines emphasize showing Joma in the best way while occasionally experimenting, and note the importance of the brand's personality and improving lives.

1. the official brand recipe book

2. 3
A brand is so much more than a logo or a set of graphics. It is
everything our customers experience; our brand is what we say and
how we say it, what we make and how we make it, and who we are
in-store and out.
In these pages you’ll find the core Joma ingredients for creating
great brand stories and effective marketing materials. The basic
recipes included showcase the best ways to use the ingredients to
ensure consistent quality messaging across all mediums.
But this is a recipe book, not a rule book. The first goal is always,
always, always to showcase Joma in the greatest Joma-way
possible, and occasionally that might mean adding a new ingredient,
such as a texture, font or graphic. But like any good recipe, too
many ingredients create muddy flavors, so use good judgment when
mixing it up and when in doubt, stick to the core ingredients for
great, visually tasty, Joma brand recipes.
Enjoy creating!
The Joma Team (that’s you too!)
foreward

3. 4 5
Who we are and why we do what we do.
the Joma way
improving lives
Whether it’s serving artfully prepared lattes and fresh baked goods
to happy customers, pouring energy into the development of our
diverse team, or reaching into our communities with time and
resources, it all boils down to striving to improve lives one person
at a time.
our core
We work daily to BE GREAT at what we do, WISE in how we do it,
and to maintain a spirit of ADVENTURE when looking ahead.
our family
We focus on nurturing a healthy family environment in the
workplace, and EMPOWERING our employees to experience
growth in both their careers and personal lives.
our community
10% OF OUR PROFIT supports local grassroots initiatives
focused on meeting basic life needs. We provide MEANINGFUL
EMPLOYMENT opportunities for disadvantaged persons.
We seek COMMUNITY INVOLVEMENT through event sponsorship,
volunteering, and creating space for people and causes to connect.
Be Great. Be Wise. Be Adventurous.
Born in the Mekong region, Joma has been
Canadian owned and operated since 1996.
From Luang Prabang to Phnom Penh, you’ll
find a warm welcome and a great cup of
fresh, organic coffee. And cookies. And pie.

4. 6 7
Pillars hold up the brand. All messaging is built on these.
brand pillars
international
atmosphere
• Welcoming
• Modern
• Clean
• Comfortable
• Homey
• Reliable
• WiFi/AC
Joma is a light-hearted friend who makes you smile versus busting
a gut laughing. Messaging should be honest, authentic but not take
itself too seriously. Be silly sometimes.
Because a lot of Joma customers and employees don’t speak English
as their first language, avoid using too many puns or play on words
that non-native speakers won’t understand. Once in awhile is okay
though; it might just spark some good conversation.
Joma is like a person with its own personality. This describes the way Joma acts.
Every interaction with a customer is a conversation; this is how Joma sounds.
personality
tone of voice
polite
warm
welcominginternational
comfortable
modern
playful friendly
honest
wholesome
foods & drinks
• Homemade
• Made from scratch
• Made fresh everyday
• No preservatives
• Chemical-free
• Fair-trade
• Quality ingredients
improving lives
& communities
• Opportunity to
disadvantaged workers
• 10% of profits to
grass-root initiatives
• Encouraging community
involvement

5. 8 9
Joma Bakery Café. A key ingredient to creating brilliant brand expressions.
masterbrand logo
The masterbrand logo is the face of Joma and the core visual
element throughout all brand expressions. It should always include
“Bakery Cafe” and be used in full color whenever possible. When
placing it on dark backgrounds, always use the reverse (i.e. white)
version of the logo.
Pages can easily get crowded. Minimum clearspace will keep the logo looking great.
It’s always easy to say the logo needs to be bigger, but it can be this small.
clearspace
minimum size
2.5cm
The recommended minimum size is one
inch wide. Any smaller and “Bakery Cafe”
is going to be really, really hard to read
without a magnifying glass.
Always* leave a minimum distance of the
height of the ‘o’ around the logo regardless
of the size or placement of the logo. This
means no other logos, text or edges of the
paper should cross the boundary of the
minimum clearspace.
*An exception may arise where the minimum clearspace
is darn near impossible. Use your best judgment; if the
logo looks good, go ahead. If the logo looks crowded,
or lost, keep the clearspace.

6. 10 11
the New Yorker
A classic, big-city breakfast bagel piled high with ham, egg and melted cheese.
One of six fresh, hot breakfast sandwiches served all day long.
Joma Toul Tom Pong St. 456 & 155 | Joma Norodom (BKK1) Norodom Blvd & St. 294 | Joma Toul Kork Corner of St. 337 & 528
This is Joma. And how to use it.
logo & tagline
*See page 12.
Minimum clearspace. Minimum size: 4.19cm
The current tagline “This is Joma” is carefully typeset and
is never to be altered or adjusted until death—or new brand
positioning—do you part. Treat this version of the logo with the
same do’s and don’t’s* as you would the masterbrand logo.

7. 12 13
Joma Bakery Café. A key ingredient to creating brilliant brand expressions. Colour ties elements together that help people recognize Joma in the crowd.
do’s & don’ts colour
C/0
M/0
Y/0
K/100
HEX/231F20
C/0
M/0
Y/0
K/70
HEX/6D6E71
C/0
M/0
Y/0
K/40
HEX/A7A9AC
C/0
M/0
Y/0
K/10
HEX/E6E7E8
C/0
M/53
Y/89
K/83
HEX/4F2600
We also use white. But white isn’t a colour. Or is it...
C/0
M/37
Y/62
K/58
HEX/825A36
C/0
M/21
Y/35
K/33
HEX/B5967A
C/0
M/5
Y/9
K/8
HEX/EBDFD3
Do not squish or stretch the logo.
Very bad design.
Do not change to a non-brand colour.
Even on holidays.
Do not outline it. Very hard to read.
Doesn’t look good.
Do not tip the logo over. It’s not “edgy”.
Do not put on a complicated background.
It’s gotta be legible.
Do not add white behind letters,
it’s not a two-colour logo.
Do not add a drop shadow, or any
other fancy photoshop effect.
Do not add a gradient.
Even if it looks “pretty”.
Since the logo is the face of Joma, it’s kind of important to make
sure it always looks good. So, lest the design gods strike you
down, do not do any of the following to the logo under any*
circumstances.
*Any. Ever.

8. 14 15
typography basic recipe
alternative recipe
No one notices typography, unless it’s bad. Keep it clean, simple and unnoticeable.
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NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^&*()
make headlines nice
and big but in lowercase.
The bold creates a strong presence, but the lowercase
makes the message friendly and approachable. This body
copy is Oswald Light in Sentence Case. This creates clear
hierarchy and readability of the messaging.
MIX IT UP WITH A LIGHT, BUT
LARGE, ALL-CAPS HEADLINE.
You can even use Oswald Demi-Bold as a body copy font, as long as there is a good
contrast between the headline and the body copy.
Oswald
Extra Light
Oswald
Extra Light
Italic
Oswald
Demi-Bold
Oswald
Demi-Bold
Italic
The core brand font is Oswald, a modern sans-serif face that
is web-friendly. Mixing up the variations of the font is an easy
way to freshen a design or change the tone of messaging
while staying on brand.
NOTE: As a designer you will get sick of looking at these font combinations loooooong
before consumers ever do. Try to be as consistent as possible across designs, and
refrain from adding extra fonts to spice things up.

9. 16 17
កខគឃងចឆជឈញដឋឌឍណ
តថទធនបផពភមយរលវ ឝឞសហឡអ
០១២៣៤៥៦៧៨៩
កខគឃងចឆជឈញដឋឌឍណ
តថទធនបផពភមយរលវ ឝឞសហឡអ
០១២៣៤៥៦៧៨៩
khmer fonts
basic khmer recipe
The graphic structures can be tricky, design with care.
NOTE: Keep the leading as tight as possible with just enough space
between the lines so the vowels aren’t crowded..
Koulen
Kh Conent
សូស្ដី សុខសប្បាយ
នេះជាការផ្តន្ទា ទោសឧទាហរណ៍ មួយ។
បានបញ្ចប់រួចទៅហ�ើយ
laotian fonts
vietnamese fonts
Ginny to add
Ginny to add

10. 18 19
This library of icons can be used to add flavor to typographic
messages like menus, textural elements for walls or packaging,
or calling attention to specific elements in a design. They should
never* be used as a main element. Think of them more as a little
brother that sometimes tags along, but doesn’t always get to play
with the big kids.
icons
Spice things up with these decorative illustrative elements.
*Okay, there might be a time when it makes sense for one of these little doodles to take center
stage, but consider it carefully before executing.
texture recipes
icon & typography recipes
you look like you could use a refill.
Get a FREE refill when you order a large americano.
fresh baked.
Icons can also be used to create textural elements from time to time. Texture could be used
to spice up clothing, wrappers or packaging, borders or to break up large spaces. BUT!
Use sparingly and only with approval from the Creative Director.

11. 20 21
All Joma brand recipes are built on a simple formula; a hero and a
story. The photograph is the hero, and the illustration, headline and
body copy is the story. The photographs, or heroes, are always Joma
products—a piece of the Joma process, or the outcome of Joma
involvement—they are never* people. The backgrounds are always
drawn, painted, or created in some other way than photography.
Using illustration creates a playful, approachable feel that bridges
geography and cultures.
When communicating high level messages such as the Joma process
or ingredients, its strongly recommended to include a human
element, such as a hand, in the drawing. This creates warmth and
context to the messaging. After all, cakes don’t make themselves.
When promoting a product, like pie (mmmm, pie), the pie should
be the hero. Make the photo nice and big so viewers can see every
delicious morsel.
NOTE: The illustration style can evolve and change; it’s the formula
of a photographic hero and an illustrative story that is at the heart
of these brand ingredients.
*There is no such thing as never. Someday, somewhere, there will be an instance where
a humanoid makes sense to play the “hero”, but proceed with caution. Customers buy
our food and beverages and we help them build experiences around them.
photos & illustrations
Photos makes things look freakin’ delicious. Drawings make things look fun.
In the lush forests of southern
Laos, a collective of farmers
hand-pick only the ripest, organic
Arabica coffee cherries to create
a cup of coffee that you, and your
tastebuds, will feel good about.
Food tastes best when it’s fresher
than fresh. From hydroponic lettuce
grown in Cambodia, to free-range
eggs in Vietnam, ingredients are
sourced locally when possible
and outsourced to only the best
international suppliers.
the Parisian
An elegant breakfast croissant stuffed with bacon.

12. 22
Take one ad mat, either vertical or horizontal, add one product for promotion, a headline,
and a call to action, a smart-ass comment at the end and voila! A fast and easy product
promotion. Mix and match products and stories for fresh visual flavors.
easy promotions recipe
These stories await a Joma hero.
mango cheesecake.
Made fresh today. Buy a slice for $XX
or a whole cake for $XX. Sharing optional.
mango cheesecake.
$XX a slice, $XX for whole. Sharing optional.
mango cheesecake.
Made fresh today. Buy a slice for $XX
or a whole cake for $XX. Sharing optional.

13. These recipes are just the beginning. Use the
ingredients to create new recipes and fresh
looks. The most important thing is to always
make the brand look awesome; sometimes
that means sticking to the rules, occasionally
that means bending them. When in doubt, have
a coffee break, maybe a cookie, come back and
use your best judgment. Enjoy!
remember