:: Branding Guidelines - Introduction | One of the fundamental criteria for the award of a Distinctly Cumbrian grant is the association of the products - food, drink or craft - with Cumbria. Grant applicants are frequently requested to strengthen their links to the Cumbrian brand in order to qualify for a grant. This document aims to help not only producers but also their designers and other suppliers to reflect this requirement.
| 1. Naming | Where feasible (and accurate), the incorporation of the words Cumbria, Cumbrian, Lake District or more local town or village names into product and company names strengthen the connection to local provenance. Examples
The Village Bakery, Melmerby - incorporating the Cumbrian village location name into the name and logo of the business. www.village-bakery.com Cumbrian Frutta Cotta - made in Cumbria by Lizzie's Homemade but using predominantly imported ingredients. The name makes the local connection and the story behind the product is high profile on the website and promotional materials. www.fruttacotta.co.uk
The Pie Mill - each of their products is strongly associated with local places, including Blencathra, Lowes Pike and Grizedale varieties. www.piemill.co.uk
See also Grasmere Gingerbread and Cartmel Sticky Toffee Pudding below.
| 2. Straplines | Many companies and products incorporate a slogan or strapline into their advertising, point of sale materials and labelling. An effective strapline communicates a strong message quickly and efficiently and the source of a food, drink or craft product is ideal content for an effective strapline. Don't just consider Cumbria or Cumbrian as words to include - think about fells, lakes, mountains, Solway coast, specific place names, upland landscape, fresh air, even the weather! If you are in ANY doubt about what you can say about your product then please contact Trading Standards and take the specialist food officer's advice for your particular product, market and situation. Contact details are given below. Examples Cartmel Sticky Toffee Pudding - With love from the Cartmel Village Shop - maintaining the link while moving from the Shop into professional baking units. www.stickytoffeepudding.co.uk www.tasteofthelakes.com - Celebrating the best in Cumbrian Food - immediately tells you more about this online retailer.
| 3. Packaging and labelling | Every product on a shelf has the chance to say something about its contents and origins as well as featuring best before dates, ingredient warnings, awards won and a whole host of other information. Clear, clean and distinctive labelling is important and additional bits and pieces can dilute the message. However, consider a Made in … message (see 2. Straplines above for advice on this) and also consider reinforcing any naming or graphic links with a consistent approach to design. If you have made the Cumbrian connection in your name - as on The Village Bakery, Melmberby logo and the Cumbrian Frutta Cotta name - then labelling and other aspects will, of course, fall into place automatically. Example Claire Kent's Claire's Handmade preserves - The labels include the words Made at home in Cumberland and the labelling for her various ranges is slightly different but consistent. www.claireshandmade.co.uk
| 4. Design of promotional materials | Graphic design conveys a great deal about your company and your products – are they traditional with a heritage element or modern with a quirky twist? Colours like turquoise, blue, green and purple are frequently associated with mountain landscapes and, by association, with the Cumbrian brand. Similarly, broad brush shapes and suggested sky lines can also help on the links to landscape as well as using local photography in printed and online materials. Look at www.cumbriacc.gov.uk (previously blue and green, now just blue to make cost savings), www.golakes.co.uk and other local sites for ideas and applications. The branding guidelines and colour palette for use of the thelakedistrict cumbria tourism and county branding, launched March 2007, are available from Penny Watson, Brand Manager for Cumbria Tourism on 015398 22222. Examples Cumbrian Fellbred Meats - an even stronger link between the products, the name and a logo that is particularly strong on Cumbrian associations. www.fellbred.co.uk
| 5. Copywriting | As well as colours and imagery, the words that you use to describe your business and products can also emphasise the local connections. Take care to use accurate location descriptions (see note on naming from Trading Standards above) and to mention sources of ingredients (including water for breweries) or materials or inspiration for other craft products. Examples "Jo Vincent Glass Designers is based on the edge of the beautiful English Lake District." Home page of Jo's website, www.jovincent.com
"Cumbria-based furniture designer/maker, Michael Slaney creates exciting and unusual contemporary furniture from wood." Again, home page of Michael's site, www.michaelslaneydesign.co.uk
Sarah Jane Chocolates - includes a Whitehaven Rum Butter Truffle as a featured product online and emphasises that "Everything is handmade by us here in Kendal." www.sarahjanechocolates.com
| 6. Website design | All the above advice for promotional materials and copywriting applies equally to website design. The design companies involved in the Distinctly Cumbrian grant schemes are aware of the need to make local connections and emphasise the local providence of food, drink and craft products. Examples www.tasteofthelakes.com where banner graphics and individual food product entries emphasise the local, small producer elements of the products.
www.cumbriaonaplate.co.uk not only uses pictures to emphasise the Cumbrian nature of the company but Annette Gibbons has also included plenty of Cumbrian links on the site too.
www.thecumberlanddairy.co.uk where the graphics make an even more definite link to the Eden Valley and Appleby area where the various dairy farmers involved in this company are based.
| Links for further advice | |
:: Branding Guidelines - Introduction | One of the fundamental criteria for the award of a Distinctly Cumbrian grant is the association of the products - food, drink or craft - with Cumbria. Grant applicants are frequently requested to strengthen their links to the Cumbrian brand in order to qualify for a grant. This document aims to help not only producers but also their designers and other suppliers to reflect this requirement.
| 1. Naming | Where feasible (and accurate), the incorporation of the words Cumbria, Cumbrian, Lake District or more local town or village names into product and company names strengthen the connection to local provenance. Examples
The Village Bakery, Melmerby - incorporating the Cumbrian village location name into the name and logo of the business. www.village-bakery.com Cumbrian Frutta Cotta - made in Cumbria by Lizzie's Homemade but using predominantly imported ingredients. The name makes the local connection and the story behind the product is high profile on the website and promotional materials. www.fruttacotta.co.uk
The Pie Mill - each of their products is strongly associated with local places, including Blencathra, Lowes Pike and Grizedale varieties. www.piemill.co.uk
See also Grasmere Gingerbread and Cartmel Sticky Toffee Pudding below.
| 2. Straplines | Many companies and products incorporate a slogan or strapline into their advertising, point of sale materials and labelling. An effective strapline communicates a strong message quickly and efficiently and the source of a food, drink or craft product is ideal content for an effective strapline. Don't just consider Cumbria or Cumbrian as words to include - think about fells, lakes, mountains, Solway coast, specific place names, upland landscape, fresh air, even the weather! If you are in ANY doubt about what you can say about your product then please contact Trading Standards and take the specialist food officer's advice for your particular product, market and situation. Contact details are given below. Examples Cartmel Sticky Toffee Pudding - With love from the Cartmel Village Shop - maintaining the link while moving from the Shop into professional baking units. www.stickytoffeepudding.co.uk www.tasteofthelakes.com - Celebrating the best in Cumbrian Food - immediately tells you more about this online retailer.
| 3. Packaging and labelling | Every product on a shelf has the chance to say something about its contents and origins as well as featuring best before dates, ingredient warnings, awards won and a whole host of other information. Clear, clean and distinctive labelling is important and additional bits and pieces can dilute the message. However, consider a Made in … message (see 2. Straplines above for advice on this) and also consider reinforcing any naming or graphic links with a consistent approach to design. If you have made the Cumbrian connection in your name - as on The Village Bakery, Melmberby logo and the Cumbrian Frutta Cotta name - then labelling and other aspects will, of course, fall into place automatically. Example Claire Kent's Claire's Handmade preserves - The labels include the words Made at home in Cumberland and the labelling for her various ranges is slightly different but consistent. www.claireshandmade.co.uk
| 4. Design of promotional materials | Graphic design conveys a great deal about your company and your products – are they traditional with a heritage element or modern with a quirky twist? Colours like turquoise, blue, green and purple are frequently associated with mountain landscapes and, by association, with the Cumbrian brand. Similarly, broad brush shapes and suggested sky lines can also help on the links to landscape as well as using local photography in printed and online materials. Look at www.cumbriacc.gov.uk (previously blue and green, now just blue to make cost savings), www.golakes.co.uk and other local sites for ideas and applications. The branding guidelines and colour palette for use of the thelakedistrict cumbria tourism and county branding, launched March 2007, are available from Penny Watson, Brand Manager for Cumbria Tourism on 015398 22222. Examples Cumbrian Fellbred Meats - an even stronger link between the products, the name and a logo that is particularly strong on Cumbrian associations. www.fellbred.co.uk
| 5. Copywriting | As well as colours and imagery, the words that you use to describe your business and products can also emphasise the local connections. Take care to use accurate location descriptions (see note on naming from Trading Standards above) and to mention sources of ingredients (including water for breweries) or materials or inspiration for other craft products. Examples "Jo Vincent Glass Designers is based on the edge of the beautiful English Lake District." Home page of Jo's website, www.jovincent.com
"Cumbria-based furniture designer/maker, Michael Slaney creates exciting and unusual contemporary furniture from wood." Again, home page of Michael's site, www.michaelslaneydesign.co.uk
Sarah Jane Chocolates - includes a Whitehaven Rum Butter Truffle as a featured product online and emphasises that "Everything is handmade by us here in Kendal." www.sarahjanechocolates.com
| 6. Website design | All the above advice for promotional materials and copywriting applies equally to website design. The design companies involved in the Distinctly Cumbrian grant schemes are aware of the need to make local connections and emphasise the local providence of food, drink and craft products. Examples www.tasteofthelakes.com where banner graphics and individual food product entries emphasise the local, small producer elements of the products.
www.cumbriaonaplate.co.uk not only uses pictures to emphasise the Cumbrian nature of the company but Annette Gibbons has also included plenty of Cumbrian links on the site too.
www.thecumberlanddairy.co.uk where the graphics make an even more definite link to the Eden Valley and Appleby area where the various dairy farmers involved in this company are based.
| Links for further advice | Distinctly Cumbrian
www.crea.co.uk and www.distinctlycumbrian.co.uk Made in Cumbria
www.madeincumbria.co.uk Cumbria Tourism
www.cumbriatourism.org Cumbria County Council Trading Standards www.cumbria.gov.uk/tradingstandards
Barrow office 01229 894520
Carlisle office 01228 607447
Cockermouth office 01900 325980:: Branding Guidelines - Introduction | One of the fundamental criteria for the award of a Distinctly Cumbrian grant is the association of the products - food, drink or craft - with Cumbria. Grant applicants are frequently requested to strengthen their links to the Cumbrian brand in order to qualify for a grant. This document aims to help not only producers but also their designers and other suppliers to reflect this requirement.
| 1. Naming | Where feasible (and accurate), the incorporation of the words Cumbria, Cumbrian, Lake District or more local town or village names into product and company names strengthen the connection to local provenance. Examples
The Village Bakery, Melmerby - incorporating the Cumbrian village location name into the name and logo of the business. www.village-bakery.com Cumbrian Frutta Cotta - made in Cumbria by Lizzie's Homemade but using predominantly imported ingredients. The name makes the local connection and the story behind the product is high profile on the website and promotional materials. www.fruttacotta.co.uk
The Pie Mill - each of their products is strongly associated with local places, including Blencathra, Lowes Pike and Grizedale varieties. www.piemill.co.uk
See also Grasmere Gingerbread and Cartmel Sticky Toffee Pudding below.
| 2. Straplines | Many companies and products incorporate a slogan or strapline into their advertising, point of sale materials and labelling. An effective strapline communicates a strong message quickly and efficiently and the source of a food, drink or craft product is ideal content for an effective strapline. Don't just consider Cumbria or Cumbrian as words to include - think about fells, lakes, mountains, Solway coast, specific place names, upland landscape, fresh air, even the weather! If you are in ANY doubt about what you can say about your product then please contact Trading Standards and take the specialist food officer's advice for your particular product, market and situation. Contact details are given below. Examples Cartmel Sticky Toffee Pudding - With love from the Cartmel Village Shop - maintaining the link while moving from the Shop into professional baking units. www.stickytoffeepudding.co.uk www.tasteofthelakes.com - Celebrating the best in Cumbrian Food - immediately tells you more about this online retailer.
| 3. Packaging and labelling | Every product on a shelf has the chance to say something about its contents and origins as well as featuring best before dates, ingredient warnings, awards won and a whole host of other information. Clear, clean and distinctive labelling is important and additional bits and pieces can dilute the message. However, consider a Made in … message (see 2. Straplines above for advice on this) and also consider reinforcing any naming or graphic links with a consistent approach to design. If you have made the Cumbrian connection in your name - as on The Village Bakery, Melmberby logo and the Cumbrian Frutta Cotta name - then labelling and other aspects will, of course, fall into place automatically. Example Claire Kent's Claire's Handmade preserves - The labels include the words Made at home in Cumberland and the labelling for her various ranges is slightly different but consistent. www.claireshandmade.co.uk
| 4. Design of promotional materials | Graphic design conveys a great deal about your company and your products – are they traditional with a heritage element or modern with a quirky twist? Colours like turquoise, blue, green and purple are frequently associated with mountain landscapes and, by association, with the Cumbrian brand. Similarly, broad brush shapes and suggested sky lines can also help on the links to landscape as well as using local photography in printed and online materials. Look at www.cumbriacc.gov.uk (previously blue and green, now just blue to make cost savings), www.golakes.co.uk and other local sites for ideas and applications. The branding guidelines and colour palette for use of the thelakedistrict cumbria tourism and county branding, launched March 2007, are available from Penny Watson, Brand Manager for Cumbria Tourism on 015398 22222. Examples Cumbrian Fellbred Meats - an even stronger link between the products, the name and a logo that is particularly strong on Cumbrian associations. www.fellbred.co.uk
| 5. Copywriting | As well as colours and imagery, the words that you use to describe your business and products can also emphasise the local connections. Take care to use accurate location descriptions (see note on naming from Trading Standards above) and to mention sources of ingredients (including water for breweries) or materials or inspiration for other craft products. Examples "Jo Vincent Glass Designers is based on the edge of the beautiful English Lake District." Home page of Jo's website, www.jovincent.com
"Cumbria-based furniture designer/maker, Michael Slaney creates exciting and unusual contemporary furniture from wood." Again, home page of Michael's site, www.michaelslaneydesign.co.uk
Sarah Jane Chocolates - includes a Whitehaven Rum Butter Truffle as a featured product online and emphasises that "Everything is handmade by us here in Kendal." www.sarahjanechocolates.com
| 6. Website design | All the above advice for promotional materials and copywriting applies equally to website design. The design companies involved in the Distinctly Cumbrian grant schemes are aware of the need to make local connections and emphasise the local providence of food, drink and craft products. Examples www.tasteofthelakes.com where banner graphics and individual food product entries emphasise the local, small producer elements of the products.
www.cumbriaonaplate.co.uk not only uses pictures to emphasise the Cumbrian nature of the company but Annette Gibbons has also included plenty of Cumbrian links on the site too.
www.thecumberlanddairy.co.uk where the graphics make an even more definite link to the Eden Valley and Appleby area where the various dairy farmers involved in this company are based.
| Links for further advice | |
Kendal office 01539 773577 |
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