Hesed Cambodia
BRAND SYSTEM · V1.0 · 2026
01
Foundations
What Hesed is, in the order a buyer needs to hear it.
Every asset in this system leads with capability and proof, then earns trust with the farmer story. Not the other way round. Importers buy reliability; the mission is why they keep buying.
PILLAR 01
Proven to spec
HACCP and GMP facilities, USDA Organic and Ecocert, low-GI authentication from Sydney University, USFDA-tested shelf life. We show the paperwork before the poetry.
PILLAR 02
Grown, not manufactured
Palmyra sap from Kampong Speu and Kampong Chhnang. Keo Romeat mangoes dried at low temperature. M23 cashews from primeval forest. No additives anywhere in the range.
PILLAR 03
Fair by structure
A social enterprise and WFTO member. Fair wages, gender equity, and dry-season income for farming families who otherwise have none.
NAMING RULES
Hesed is the only brand.
Everything after it is a plain description: Hesed Palmyra Blossom Sugar, Hesed Dried Mango, Hesed Cashew Nuts.
Retire the product sub-brands.
“Sovannak” and “Keo Romeat” become varietal facts in body copy, not names on the front of pack.
OPEN DECISION
Borisoth is not resolved.
The live site runs a combined Hesed & Borisoth lockup and every social handle is @borisothnatural. Either Borisoth is the retail-facing brand and Hesed the export one — stated deliberately — or it retires with the rest. It cannot stay ambiguous, and this system cannot decide it for you.
Legal vs. trading name.
HESED Agriculture Trading Co., Ltd. appears in contracts, footers and spec sheets only.
02
Logo
A hand-drawn house with a sprig inside it. Protect the hand.
The mark's value is that it is visibly drawn, not built. Every rule below exists to keep that line quality intact at export-label sizes.
PRIMARY · HORIZONTAL LOCKUP
Default for every application with room for it: website header, leaflet covers, spec sheets, email signatures, trade-show graphics. Forest green on cream or white.
MARK ALONE
For pack seals, favicons, social avatars and stamps — anywhere the name is already present or the space is square. Never redraw or re-trace it.
KNOCKOUT
On forest, bark, or a photo with an even dark field. Required contrast against the backdrop: 4.5:1 minimum.
BARK COLORWAY
Reserved for kraft, unbleached paper and palm-sugar collateral where green fights the product colour. Not for digital.
PACK SEAL
The white mark inside a gold or forest banner tag — the existing pack device. Keep the tag, standardise its proportions.
CLEAR SPACE
X
X
Keep X free of type, rules, certification marks and photo edges on all four sides. Double it in the website header.
MINIMUM SIZES
Horizontal lockup · print32 mm wide
Horizontal lockup · screen140 px wide
House mark · print12 mm
House mark · screen28 px
Below these the sprig closes up and the drawn edge reads as a printing fault. If you need smaller, use the house outline without the interior sprig — request that file, don't improvise it.
MISUSE
Six things that have already happened to this mark somewhere. All six are wrong.
Don't stretch or squash to fill a space.
Don't tilt it. The house sits level, always.
Don't recolour outside forest, bark or white.
Don't add shadows, bevels or outlines.
Don't place green on a busy photo. Knock out instead.
HesedDon't re-set the name beside the mark. Use the supplied lockup.
03
Color
Two greens, one gold, one bark — sampled from your own packaging.
Nothing here is invented. Forest is lifted from the logo file, gold and leaf from the palm-sugar pouch, sky from the mango pack. The system's job is to fix their roles and proportions.
Forest
#486A32
Primary. Logo, links, primary buttons, section fields.
Deep forest
#2E4A24
Large dark fields, hero panels, footers. Carries the frond rays.
Leaf
#759649
Process diagrams and icon discs only. Never behind body text.
Palm gold
#CA9536
Accent. Eyebrows, rules, pack tags, sugar line. Ink on top — never white.
Bark
#5D4336
Second logo colourway, kraft print, cashew line.
Sky
#B6D5DB
Dried-fruit line only. The one cool note in the palette.
Paper
#FBF9F3
Default page ground. Warm, never pure white.
Cream
#F3EFE4
Raised panels, alternating rows, quiet cards.
Sand
#E4DCC8
Dividers, table headers, disabled states.
Ink
#21201B
All body copy. A warm near-black, not #000.
Ink muted
#6E6C62
Labels, captions, metadata. 4.5:1 on paper.
Seal red
#B4402F
“All natural” seals and errors. Under 2% of any layout.
APPROVED PAIRINGS
Ink on paper15.6:1
Ink on cream14.3:1
Paper on deep forest9.9:1
Paper on bark9.0:1
Paper on forest6.2:1
Ink on palm gold6.2:1
Ink on sky10.6:1
NEVER
White on palm gold2.7:1
White on leaf3.4:1
White on sky1.6:1
Gold on forest2.9:1
Gold on forest is the one pairing the current leaflets break most often. It is legal for a hairline rule or a 10px tracked eyebrow at 700 weight, and illegal for anything you expect a buyer to read.
PROPORTION · HOLD THIS RATIO IN EVERY LAYOUT
60% PAPER + CREAM
25% GREENS
9%
The leaflets currently run closer to 50% green, which is why they feel like agricultural-ministry documents rather than a premium export brand. Let the paper breathe; use green as punctuation and for full-bleed statement panels only.
04
Typography
Three faces, three jobs. No fourth.
The wordmark is set in a geometric sans of the Futura lineage. Jost continues that line into the whole system, so headlines feel like the logo rather than next to it.
DISPLAY & UI
Jost
Aa Bb Cc 0123456789
300 · 400 · 500 · 600 · 700
300 · 400 · 500 · 600 · 700
Headlines, subheads, buttons, navigation, tables, labels. Set headlines at 500 with -0.02em tracking. Never below 400 weight under 18px.
EDITORIAL
Newsreader
Aa Bb Cc 0123456789
300 · 400 · 500 · italic
300 · 400 · 500 · italic
Body copy over two sentences, provenance stories, pull quotes, farmer voices. This is where the warmth lives. 17–21px, line-height 1.6.
DATA & PROOF
IBM Plex
Mono
Mono
WW180 · 0.50–0.65 Aw
GI 48 · 424.5mg/100g
GI 48 · 424.5mg/100g
Grades, lot codes, nutrition figures, certification IDs, eyebrows. Its job is to make a claim look measured.
THE FOURTH FACE — AND WHY IT ISN'T ONE
The handwritten “Hesed” inside the house is artwork, not a typeface. It exists only inside the supplied logo files. Do not source a script font to imitate it, do not set product names or headlines in a handwriting face, and do not extend the script into other words. One handwritten element per brand — this one.
CASING & TRACKING
Product of Cambodia
Eyebrows & labels — Mono, uppercase, 0.16–0.24em. Already on pack; keep it.
Sentence case for every headline
No Title Case, no ALL CAPS headlines. Caps are for eyebrows only.
Delicious. Nutritious. Sustainable.
The signature line stays in Newsreader, sentence case, full stops intact.
P r e m i u m C a s h e w N u t s
Retire the letter-spaced lowercase headline from the current leaflets. It reads as decoration and breaks screen readers.
TYPE SCALE
SIZE / LINE-HEIGHT / WEIGHT
Export-grade
D1 · 64/65 · 500
Section headline
D2 · 44/48 · 500
Card and product title
H3 · 28/34 · 500
Lead paragraph — Newsreader 400. Used once per section to carry the argument before the detail starts.
Lead · 21/34 · 400
Body — Newsreader 400 at 17px. Minimum 15px in print collateral, 16px on screen. Measure caps at 34em.
Body · 17/27 · 400
UI label and button text — Jost 500
UI · 15/23 · 500
Eyebrow / caption / spec label
Micro · 11/16 · 400 · 0.2em
05
Voice & messaging
Warm about people. Exact about product.
Hesed has a real mission and real certificates. The voice fails when it blurs the two — when the farmer story is written like a spec, or the spec is written like a brochure.
PRINCIPLE 01
Number before adjective
“GI 48, tested by Sydney University” beats “remarkably healthy”. If a claim has a figure, lead with the figure.
PRINCIPLE 02
Name the people
“Farmers” is a category. A cooperative in Kampong Speu, a woman who climbs palms in the dry season — that is a fact a buyer repeats.
PRINCIPLE 03
Never oversell the certificate
Say what is held, for which product, and what is in progress. One overstated mark costs the whole account.
BEFORE — FROM THE CURRENT LEAFLETS
“Cambodian M23 cashews are delicious and plenty of beneficial for your health.”
“They are a superfood, rich in essential nutrients that offer multiple health benefits, including disease prevention, anti-aging properties…”
“A Global Leader in Ethical and Sustainable Agriculture”
AFTER — SAME FACTS, DEFENSIBLE
“M23 cashews, large-grade and high in oleic acid — comparable to olive oil.”
“Dietary fibre, unsaturated fats, vitamin K and linoleic acid. No health claims beyond what the lab report supports.”
“A Cambodian social enterprise exporting to four continents.”
BOILERPLATE · 25 WORDS
Hesed is a Cambodian social enterprise producing and exporting palmyra blossom sugar, additive-free dried fruit and cashews under fair-trade terms with the farmers who grow them.
BOILERPLATE · 55 WORDS
Hesed is a Cambodian social enterprise and World Fair Trade Organization member. From HACCP- and GMP-certified facilities we produce palmyra blossom sugar, low-temperature dried fruit and M23 cashews — organic, additive-free, and traded on terms that pay farming families a living wage in the dry season. We export to the US, Japan, Korea and Europe.
WORDS WE USE / AVOID
Use: additive-free · low-temperature dried · palmyra blossom · living wage · lot · traceable · in progress
Avoid: superfood · anti-aging · cures · global leader · world-class · exotic · empowering (as decoration) · 100% pure & natural & organic stacked together
PALM SUGAR · ONE LINE
A caramel-dark sweetener with a glycemic index of 48, tapped from the flower of Cambodia's national tree.
DRIED FRUIT · ONE LINE
Keo Romeat mango, dried slowly at low temperature. One ingredient on the label, because there is only one.
CASHEWS · ONE LINE
Large-grade M23 kernels from Cambodian forest orchards, sorted WW180 to WW450, 30 tonnes a month.
06
Photography
Four kinds of picture. Everything else is stock, and stock is the tell.
These are your existing images, sorted into the four roles the brand actually needs. Shoot future work against these four briefs and the library stays coherent.
01 · PACK ON WHITE
Front-facing, even light, soft contact shadow, no props. For listings, spec sheets and the range overview. Same eye level across the whole range.
02 · PRODUCT IN CONTEXT
Overhead, pale ground, raw ingredient beside the finished product. Wood, ceramic, linen only — no plastic, no marble, no gingham.
03 · PEOPLE AT WORK
Eyes to camera, at their own eye level, mid-task. Working clothes, not costumes. No aerial poverty framing, no children as proof.
04 · BOTANICAL CUT-OUT
The palmyra, the cashew tree, the mango tree — isolated on cream, used as a quiet origin motif. One per layout, never as wallpaper.
FIX BEFORE THE LANDING PAGE
Grounds don't match: some shots are pure white, some pale grey, one is mint. Re-key every cut-out to #FFFFFF or #F3EFE4.
Three different cashew looks — glossy stock, dark scoop, raw pile. Pick one and re-shoot the range consistently.
Nothing in the library shows the factory, the lab or a pallet. For an export-led brand that is the missing third of the story.
No image is above 1300px on the long edge. Hero use needs 2400px minimum.
SHOT LIST FOR THE NEXT SESSION
Twelve frames that would complete the library. Bring these back and the landing page writes itself.
01–03 ORIGIN
Palm climber at height, sap pot at the flower, palmyra silhouettes at dusk in Kampong Speu.
04–06 PROCESS
Sap boiling, the low-temperature dryer open, cashew grading table with hands in frame.
07–09 PROOF
Clean-room detail, QC weighing, sealed export cartons stacked and labelled.
10–12 PRODUCT
Full range on white at one eye level, sugar poured mid-air, mango slice held to daylight.
07
Packaging
The palm frond is already the brand's best idea. Make it the rule.
The sugar pouches radiate a frond from the base of the pack. That single device carries origin, warmth and light without a word of copy — and it belongs on every pack, every line, every leaflet cover.
FROND RAYS · SPEC
origin: 50% x, 132% y
rotation: from 198deg
ray: 1.5deg lit / 2.9deg dark
opacity: 0.05 on dark · 0.07 on gold
never above 0.14
rotation: from 198deg
ray: 1.5deg lit / 2.9deg dark
opacity: 0.05 on dark · 0.07 on gold
never above 0.14
RULES
Rays always originate below the pack or panel and fan upward — they read as light through a palm, never as a sunburst badge. One frond field per surface. Never rotate the origin to a corner, never invert to a dark-on-light frond, never place body copy over the dense zone at the base.
FRONT-OF-PACK ANATOMY · TOP TO BOTTOM
1Banner tag — white house mark in a forest or gold ribbon, top-left, tucked over the seal.
2Origin line — PRODUCT OF CAMBODIA, centred, hairline rules either side.
3Claim pill — one only. “100% Organic” or “All Natural”, never both.
4Product name — Jost 500, three lines maximum, largest element on the pack.
5Certification row — four marks maximum, equal optical size, aligned on their centres.
6Signature + weight — “Delicious. Nutritious. Sustainable.” left, net weight right, on one baseline.
CURRENT GAP
The 500 g organic pouch runs five certification marks plus a pill plus a claim in the frond zone. Drop to four marks and let the frond breathe — the crowding is what makes it read as commodity rather than premium.
LINE · PALMYRA SUGAR
Forest for natural, gold for organic. The frond is mandatory. This line is the brand's reference standard — the other two should look like its siblings.
LINE · DRIED FRUIT
Sky ground with the fruit's own colour as accent — mango gold, dragon-fruit rose. Keep the sky constant so the range shelves as a family.
LINE · CASHEWS
Bark and sand — the kernel's own palette. Needs redesign: the current bag uses a flag, a temple sketch and four unrelated colour blobs. None of it is in this system.
08
Certification & trust
Seven marks. Each one tied to a product and a market.
This is the most valuable asset Hesed owns and the easiest to devalue. A mark shown against a product it does not cover is a compliance problem, not a design one.
WFTO Guaranteed
ORGANISATION-WIDE
GUARANTEED MEMBER
GUARANTEED MEMBER
EU PGI
KAMPONG SPEU
PALM SUGAR · 2019
PALM SUGAR · 2019
USDA Organic
ORGANIC SKUs ONLY
US MARKET
US MARKET
Low GI
GI 48 · SUGiRS
SYDNEY UNI · 2020
SYDNEY UNI · 2020
HACCP
FACILITY-LEVEL
ALL LINES
ALL LINES
GMP
FACILITY-LEVEL
ALL LINES
ALL LINES
Cambodia GI
NATIONAL ORIGIN
PALM SUGAR
PALM SUGAR
USFDA
REG.
REG.
USFDA
TEXT LOCKUP ONLY
NO OFFICIAL SEAL EXISTS
NO OFFICIAL SEAL EXISTS
LOCKUP RULES
Maximum four marks in a row on pack, five in print, six on the website.
Equal optical height — 74px on screen, 9 mm in print — not equal bounding boxes.
Always on paper, cream or white. Never on forest, never on a photo, never in greyscale.
Baseline caption under each mark in Mono 10px stating the product it covers.
HONESTY LADDER
Held — show the mark. Name the product and the year.
Facility-level — say “produced in a HACCP-certified facility”, not “HACCP certified product”.
In progress — words only, never a mark: “organic certification in progress for cashew”.
Partner-held — attribute it: “PGI held for Kampong Speu palm sugar”.
CURRENTLY BROKEN
The cashew leaflet lists “HACCP, GMP, USFDA” as certifications and elsewhere “GMP/On-going”. Pick one truth.
“ORGANIC” appears as a claim on cashew varieties with no mark or certifier named.
Korean organic and Cambodian seals sit at four different sizes on the same row.
QR codes are used as decoration in the badge row. Move them to the back panel.
09
Components
The parts the landing page will be built from.
Square corners, hairline borders, one hover behaviour. Nothing floats, nothing glows — the brand is drawn and printed, so the interface behaves like paper.
BUTTONS · ONE PRIMARY PER VIEW
No radius. No shadow. Hover darkens, never lifts.
TAGS & BADGES
Organic
Fair trade
Additive-free
Low GI 48
PGI
In progress
Outlined tags are neutral facts. Solid gold is the single most important claim on a page. Sand is for anything unconfirmed. Never more than one solid tag per card.
FIGURES
48
GLYCEMIC INDEX
424.5
MG POLYPHENOL / 100G
60yr
PALM YIELD LIFE
Figures are set in Jost 500 forest, never gold, never gradient. The unit label underneath in Mono carries the source when there is one.
PALMYRA BLOSSOM SUGAR
Granulated, paste & syrup
Organic and natural grades. Sachets, 150 g, 200 g, 500 g and bulk.
Organic
Low GI 48
270 t / yr
Spec sheet →
DRIED FRUIT
Keo Romeat mango bite
One ingredient. Low-temperature dried, 4.2 oz retail pack.
Additive-free
Gluten-free
12 mo shelf life
Spec sheet →
CASHEW KERNELS
M23 whole & splits
WW180 to WW450, splits and pieces. Raw, roasted or salted.
High oleic
Organic in progress
30 t / mo
Spec sheet →
SPEC TABLE
ATTRIBUTEVALUE
IngredientsKeo Romeat mango 100%
AdditivesNone
Water activity (Aw)0.50 – 0.65 @ 25℃
Piece size35–70 × 20–45 × 4–10 mm
Shelf lifePer lot — see COA
FacilityHACCP / GMP
INQUIRY FORM
Fields are square, 1px, on white against cream. Focus turns the border forest with a 2px ring — the only glow in the system.
PULL QUOTE
“In the dry season there is no rice work. The palms are what pays for school.”
FARMER PARTNER · KAMPONG SPEU
CALLOUT / NOTE
STORAGE
Airtight, away from direct sunlight and moisture. Refrigerate opened dried-fruit packs.
COMPLIANCE
Gold left border for information, seal red for compliance and warnings. No icons, no background tint on red.
10
Print collateral
Two templates cover every trade show you will attend.
A four-page leaflet for the story and a one-page spec sheet for the buyer's file. Same grid, same margins, so a leaflet spread and a spec sheet stack on a table as one family.
LEAFLET · A4, 4PP
page: 210 × 297 mm
margin: 16 mm outer · 14 mm gutter
grid: 4 columns · 5 mm gap
baseline: 4 mm
cover: deep forest + frond, knockout lockup
inside: paper, one cream panel maximum
margin: 16 mm outer · 14 mm gutter
grid: 4 columns · 5 mm gap
baseline: 4 mm
cover: deep forest + frond, knockout lockup
inside: paper, one cream panel maximum
SPEC SHEET · A4, 1PP
SPEC SHEET
REV 2026-01
REV 2026-01
HESEDCAMBODIA.COM
no cover — logo top-left, revision top-right
gold 3 pt rule under the header, always
left column: attribute / value table
right column: pack on white
footer: certification row + domain
one page. never two.
gold 3 pt rule under the header, always
left column: attribute / value table
right column: pack on white
footer: certification row + domain
one page. never two.
PRINT RULES THE CURRENT LEAFLETS BREAK
Body copy drops to roughly 8 pt in the About Us block. Minimum 9.5 pt, and 11 pt for anything a buyer must read on a stand.
The same About Us text is repeated verbatim on all three leaflets. Write it once at 55 words and let each leaflet spend its space on product.
Vertical rotated “H E S E D C A M B O D I A” down the page edge — remove it. It fights the frond and adds nothing.
Contact details differ across documents: two email addresses, two phone numbers, two office addresses. Fix one set and lock it in this system.
11
Governance
Open items before the landing page.
WE NEED FROM YOU
Vector logo files. Everything supplied is PNG at 2000 px. An SVG or EPS is required for print, embroidery and small-size use.
One canonical contact block. Which office, which email, which phone number.
Certificate PDFs with dates and scope so each mark's caption can be accurate.
The larger photo library at 2400 px or above, plus permission notes for the farmer portraits.
DECISIONS THIS SYSTEM MAKES
Forest green leads; bark is the print-only alternate.
Hesed is the only brand name — Sovannak and Keo Romeat become varietal facts; Borisoth needs a decision.
Jost, Newsreader and IBM Plex Mono replace all current mixed type.
The palm frond becomes the one graphic device, used on dark fields and gold only.
English only for now; the type scale leaves room for Khmer if that changes.