Pausa Coffee Shop Brand Guidelines

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WELCOME TO OUR BRAND GUIDELINES PAUSA BR AND GUIDELINES | JANUARY 2020 | 1

PRIMARY LOGO Pausa means ‘break time’ in Italian.

The logotype represents the Pausa brand.

The letter ‘A’ feature a wave aroma evoking warm food and beverage.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 2

PRIMARY LOGO PRIMARY COLOUR LOGO The single colour logo should be used whenever Possible.

CMYK 93/74/53/69

LOGO REVERSAL Whenever the logo is placed over an image or a solid colour making it difficult to see, the white outline version must be used.

If you are still unsure, check with the Brand Marketing Department.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 3

PRIMARY LOGO CLEAR SPACE Clear space is the minimum distance surrounding each side of the Pausa logo. The clear space uses the “X” as a unit of measurement that is equal to the space from the tag-line to Pausa logo type.

When we say minimum size, we mean the smallest size at which the Pausa logo can be reproduced on packaging and still be legible.

The minimum height of the Pausa logo is 14mm. This minimum size relates to Pausa packaging (and other circumstances where space is limited).

When changing the size of the Pausa logo think about the context and use your best judgement (and these guidelines).

If space limitations mean you would be required to use a reproduction size smaller than the recommended minimum, then get in touch with the Brand Marketing Department.

MINIMUM SIZE (print)

MINIMUM SIZE (screen)

14mm

85px

PAUSA BR AND GUIDELINES | JANUARY 2020 | 4

MASTER LOGO CORRECT USAGE Always use the master logo artwork. It shouldn’t be altered or adapted.

Never delete any part of the Pausa logo. Distortion of the Pausa logo isn’t allowed, so don’t stretch or manipulate it to fit space limitations.

Never position the Pausa logo over photography or colours that make it unreadable or unclear.

TR AINING PROGR AMME

Do scale proportionally to fit space requirements.

Don’t add any extra elements to the logo.

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The size of the logo should be appropriate for the material it is being used on (it should never be smaller than the minimum size stated).

If you want to change the logo’s colours, you’ll need to get the Brand Marketing Departments’ approval.

Don’t use background colours/images that cause legibility issues.

Don’t delete components from the logo.

Colour changes require the Brand Marketing Departments’ approval.

Don’t stretch or distort the logo.

Don’t rotate or angle the logo.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 5

SECONDARY LOGO - EXTERNAL SIGNAGE EXTERNAL SIGNAGE AND FLAGS The secondary logo is for use on external signage only. Outdoor signage states Pausa is a ‘cafe’. This is for public who may not be aware of what Pausa offers.

PORTRAIT AND SQUARE SIGNAGE

FLAGS

There is a landscape and portrait version to fit the relevant signage formats.

When mentioning Pausa as a cafe, we write the word ‘cafe’ as opposed to ‘café’.

LOGO IN ACTION

LANDSCAPE SIGNAGE

PAUSA BR AND GUIDELINES | JANUARY 2020 | 6

CORE COLOUR PALETTE CORE COLOURS The four core colours are used to define the Pausa brand.

They should be used across all channels to market.

PANTONE 296C CMYK 93/74/53/69 RGB 4/28/44 HEX 041C2C

PANTONE 1225C CMYK 1/22/86/0 RGB 255/200/69 HEX FFC845

PANTONE 629C CMYK 40/5/14/0 RGB 155/211/221 HEX 9BD3DD

PANTONE WARM GREY 3C CMYK 25/24/26/0 RGB 191/184/175 HEX BFB8AF

PAUSA BR AND GUIDELINES | JANUARY 2020 | 7

TYPOGRAPHY Pausa’s typography primarily uses the Avenir font family from Dunelm’s visual identity, with the addition of using Baskerville italic.

The italics help us speak to customers in a softer and more relaxed approach, matching the laid-back ambience of the cafe.

Avenir Next LT Pro Bold Avenir Next LT Pro Demi Avenir Next LT Pro Regular Baskerville Italic

PAUSA BR AND GUIDELINES | JANUARY 2020 | 8

TYPOGRAPHY The fonts are Avenir with the addition of using Baskerville italic. The italic helps us speak to customers in a softer and more relaxed approach, matching the laid-back ambience of the cafe.

Consistent typefaces and appropriate use of typography will maintain the visual identity.

HEADLINES

BREAKFAST, LUNCH AND DRINKS

Avenir Next LT Pro Demi, CAPS, Demi Avenir Next LT Pro Demi, CAPS, Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

SUBHEADINGS Avenir Next LT Pro Demi, CAPS, Demi

SMOOTHIES AND FRAPPES AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

BODY COPY

Our new gluten free products are delicious

Avenir Next LT Pro, Sentence Case, CAPS, Demi/Reg

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Gentle Highlight/Product Captions (other scone flavours are available) Baskerville italic, Sentence Case, lower case

PRICE POINTS Avenir Next LT Pro, Demi, Caps

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

£2.30 1234567890£

PAUSA BR AND GUIDELINES | JANUARY 2020 | 9

FOOD PACK AGING EXAMPLES

© The FSC Group

Creative food offers with added value and innovation.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 10

FOOD PACK AGING - COLOUR PALETTE 140mm

VEGETARIAN

FISH

115mm

FOOD PACKAGING e Veg ta

PANTONE 365 C CMYK 24/0/44/0

rian

The four different food categories of vegetarian, fish, chicken and red meat each have a unique colour to identify the category.

CHEESE & PICKLE

& CUCUMBER

80mm

MATURE CHEDDAR WITH PICKLE & MAYONNAISE

9.5g

9.6g

1.5g

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

140mm

PANINI

TUNA MELT PANINI

DOLPHIN FRIENDLY TUNA WITH CHEDDAR CHEESE & CHARGRILLED PEPPERS

MOZZARELLA, PESTO MAYONNAISE, MARINATED TOMATOES & BABY SPINACH

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1114 kJ 266 kcal

1.5g

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

140mm 1.5g

9.6g

SLICED CHICKEN BREAST WITH SUNDRIED

Sandwiches

115mm

115mm

RED MEAT

PANTONE 1895 C CMYK 0/3/2/0

HAM, CHEESE

80mm

80mm

PANTONE 163 C CMYK 0/44/52/0

SUNBLUSH CHICKEN

37mm

37mm

Toastie Croque Panini Wraps U-Card TOMATOES, SPINACH & COCKTAIL SAUCE U-Card

CHICKEN

& PICKLE

80mm

SLICED CHICKEN BREAST WITH SUNDRIED TOMATOES, SPINACH & COCKTAIL SAUCE

80mm

WILTSHIRE CURED HAM WITH MATURE CHEDDAR, PICKLE, MAYO & MIXED LEAVES

37mm

40mm

37mm

40mm

The beige craft style background is CMYK - This is a block of beige colour behind a 50% transparent craft paper texture (image texture is embedded in the PP AW files).

80mm

17.9g

37mm

1883 kJ 450 kcal

HEAT ME UP

80mm

1114 kJ 266 kcal

SUNBLUSH CHICKEN MOZZARELLA, PESTO & TOMATO 80mm

TOASTIE

EMMENTHAL CHEESE WITH GARLIC & PARSLEY MUSHROOMS

37mm

rian

SWISS CHEESE & MUSHROOM

e Veg ta

HEAT ME UP

rian

e Veg ta

HEAT ME UP

80mm

HOT SMOKED SALMON FLAKES WITH CUCUMBER & LEMON MAYO

40mm

Each of the food colours are set against a beige background.

80% OF PANTONE 283 C CMYK 42/9/0/0

SMOKED SALMON

CMYK 19/31/45/0 HEAT ME UP

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

TOASTIE

SLICED CHICKEN, CHILLI CHEESE & REFRIED BEANS WITH SALSA

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

9.6g

HAM & CHEESE

MATURE CHEDDAR CHEESE WITH STREAKY BACON

1114 kJ 266 kcal

1.5g

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

PANINI

80mm

1114 kJ 266 kcal

PANINI

80mm

Headings and sub-headings Avenir Next LT Pro, CAPS, Bold

MEXICAN CHICKEN

HERB CHICKEN & DOUBLE GLOUCESTER CHEESE WITH CHIVES & LEMON MAYO

HEAT ME UP

BACON & CHEDDAR CHEESE 80mm

CROQUE

80mm

TYPOGRAPHY

HEAT ME UP

HEAT ME UP

LEMON & HERB CHICKEN

DRY CURED HAM & MATURE CHEDDAR CHEESE WITH MUSTARD MAYO

1114 kJ 266 kcal

1883 kJ 450 kcal

17.9g

9.5g

9.6g

1.5g

37mm

37mm

PAUSA BR AND GUIDELINES | JANUARY 2020 | 11

FOOD PACK AGING - COLOUR PALETTE VEGETARIAN & VEGAN

FOOD PACKAGING The four different food categories of vegetarian & vegan, gluten free, under 400 kcals and general each have a unique colour to identify the category.

PANTONE 365 C CMYK 23/0/56/0

UNDER 400 KCALS PANTONE 291 C CMYK 38/4/0/0

TYPOGRAPHY Headings and sub-headings Avenir Next LT Pro, CAPS, Bold

Sandwiches

Salad Belly-band

Panini and Wraps

GLUTEN FREE PANTONE 1215 C CMYK 0/7/61/0

GENERAL RANGE PANTONE 162 C CMYK 0/27/32/0

PAUSA BR AND GUIDELINES | JANUARY 2020 | 12

FOOD PACK AGING - PROMOTIONAL SPACE AREAS OF FREE SPACE Can be used for offers and campaigns.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 13

POINT OF SALE - FOOD LABELLING ICONS ICONS Help provide a clear trustworthy guide on allergens and dietary advice.

When used on Fridge Hero Tickets the circular ring of an icon should match the relative food category.

When used on cake tickets the primary core colour logo is used.

All icons use the primary core colour.

FOOD CATEGORY COLOURS

FRIDGE HERO TICKET ICONS

GLUTEN FREE PANTONE 1215 C C=0 M=7 Y=61 K=0 UNDER 400 KCALS PANTONE 291 C C=38 M=4 Y=0 K=0 GENERAL RANGE PANTONE 162 C C=0 M=27 Y=32 K=0 VEGETARIAN & VEGAN PANTONE 365 C C=23 M=0 Y=56 K=0

The colour of the outer circle mirrors the food category packaging (for more information, see the food packaging section).

The icon for ‘New’ uses the light and dark blue from the core colour palette.

EXAMPLES

PANTONE 629C C=40 M=5 Y=14 K=0

gluten free and vegetarian

gluten free and hot

gluten free and under 400kcal

Under 400kcal and hot

PANTONE 296C C=93 M=74 Y=53 K=69

C=93 M=74 Y=53 K=69

CAKE TICKET ICONS

How the icons should be used against the Pausa primary colours Core colour PANTONE 296C C=93 M=74 Y=53 K=69

MINIMUM ICON SIZE (print)

10mm

Example above shows how icons appear on Christmas campaign items C=38 M=34 Y=56 K=18 Dunelm Primary Christmas colour, used across all packaging and point of sale in the stores

PAUSA BR AND GUIDELINES | JANUARY 2020 | 14

FOOD PACK AGING - CAKE SLICES AND BISCUITS PACKAGING

PRIMARY BRAND EXAMPLES

CHRISTMAS CAMPAIGN EXAMPLE ai157614950613_Christmas Pausa Gingerbread Bear Packaging.pdf

Christmas campaign u-card example

All packaging should display a Pausa logo.

To maintain the visual identity, designs should follow the typography rules and core colour palette.

CRANBERRY & GINGER FRUIT CAKE SLICE LOVING BAKED IN THE UK

TYPOGRAPHY

U-card

ALLERGY ADVICE: ALLERGENS AND CEREALS CONTAINING GLUTEN. SEE IN BOLD MADE WHERE SESAME IS USED. LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT LAOREET DOLORE MAGNA ALIQUAM ERAT VOLUTPAT. UT WISI ENIM AD MINIM VENIAM, QUIS

CHOCOL ATE BROWNIE

GINGERBREAD BEAR A HAND DECORATED GINGERBREAD BEAR

Printed using the four colour process.

CRANBERRY & GINGER FRUIT CAKE SLICE

Primary colour pallet

Made in the UK for Pausa Cafe Dunelm (Soft Furnishings) Ltd LE7 1AD

45g

Coffee Packaging description Avenir Next LT Pro, Demi Sentence Case Kerning = 0pt Tracking = 5

LOVING BAKED IN SOMERSET

Store in a cool dry place.

Best Before: See outer wrap

Ingredients Avenir Next LT Pro, Bold Avenir Next LT Pro, Regular ALL CAPS Kerning = 0pt Tracking = 5

Made in the UK for Pausa Cafe Dunelm (Soft Furnishings) Ltd LE7 1AD

LOREM IPSUM IS SIMPLY DUMMY TEXT OF THE PRINTING AND TYPESETTING INDUSTRY. LOREM IPSUM HAS BEEN THE INDUSTRY’S STANDARD DUMMY TEXT EVER SINCE THE 1500S.

Addresses Avenir Next LT Pro, Regular Sentence Case Kerning = 0pt Tracking = 5

Biscuit cards

GINGERBREAD BEAR

45g

Product Titles and sub Titles Avenir Next LT Pro, Demi ALL CAPS Kerning = 0pt Tracking = 50

LOVINGLY HANDMADE

ALLERGY ADVICE: ALLERGENS AND CEREALS CONTAINING GLUTEN SEE IN BOLD. MADE WHERE SESAME IS USED.

All type is set to optical.

FRUITY FLAPJACK

LOVINGLY BAKED IN THE UK

Colours determined by the main Dunelm packaging and store Christmas campaign

Stickers

C=38 M=34 Y=56 K=18 DUN2146~Pausa Gluten Free Stickers.indd 3

C=8 M=100 Y=70 K=33

22/08/2019 16:53

C=93 M=74 Y=53 K=69 C=1 M=22 Y=86 K=0

Coffee Packaging

PAUSA BR AND GUIDELINES | JANUARY 2020 | 15

1

12/12

POINT OF SALE CATEGORIES - TARIFF PANELS TARIFF PANELS Tariff menu panels are positioned behind till counters. The panels sit in sets of 3, 4 or 5, some stores have more space than others.

There are x3 sizes 696 x 696mm 580 x 580mm 580 x 470mm

BRUNCH & LUNCH

DRINKS

JOIN US FOR BRUNCH

HOT DRINKS

SERVED EVERY DAY

small

regular

large

AMERICANO

£1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

LATTE

£2.05

£2.35 £2.55

MOCHA

£2.10

£2.40 £2.60

ESPRESSO

£1.55

£1.85

SHOT

SINGLE

DOU BLE

FLAT WHITE

£2.40

HOT CHOCOLATE

£1.85

BABYCCINO

COLD DRINKS

BRUNCH

smoothies

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60 BANANA, STRAWBERRY OR CHOCOLATE

frappes

COFFEE

OR

CHOCOLATE

£2.60

£2.15

£2.45

90p

£2.60

SPECIALITY DRINKS

ENGLISH BREAKFAST TEA

£1.75

TWININGS SPECIALITY TEAS

£2.00

GINGERBREAD LATTE

£2.80

HONEYCOMB CHOCOLATE

£2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

CHAI LATTE

£2.80

SYRUP EXTRA ESPRESSO SHOT SOYA MILK COCONUT MILK

35p 50p

complimentary 50p

FULLY LOADED BRUNCH BAP

£3.50

bacon, sausage and omelette

£2.60

refreshers

ICED FLAT WHITE COFFEE OR ICED LATTE

£2.50

vegetarian sausage available

milk shakes

HOT STUFF

JACKET POTATOES

BACON, SAUSAGE OR OMELETTE BAP

2 PANCAKES WITH NUTELLA OR GOLDEN SYRUP

£2.00

2 PANCAKES WITH BANANA & HONEY

£2.25

CHEESE & HAM CROISSANT

£3.30

2 HASH BROWNS

£1.00

TOAST

£1.50

PLAIN WITH BUTTER

£3.30

ACCESSORISE OUR JACKETS WITH A RANGE OF TASTY TOPPINGS

ADD YOUR OWN FILLINGS

CHILLI

90p

TUNA

90p

CORONATION CHICKEN

90p

CHEESE & COLESLAW

90p

3 BEAN CHILLI

90p

CHEESE & BEANS

90p

ADDITIONAL FILLINGS

90p

SAVOURY QUICHE

served warmed with coleslaw & salad garnish

SOUP OF THE DAY

PROUD TO SUPPORT

WITH ROLL/BREAD

gluten free options available

5p is donated from the sale of each cup of tea

£3.00

SPINACH, FETA & TOMATO OR SMOKED BACON & CHEDDAR

£4.00

SAUSAGE ROLL

£2.60

DUN2475/56396 DUN2475/56393

DUN1758/45788

DUN1758/45794

PAUSA BR AND GUIDELINES | JANUARY 2020 | 16

POINT OF SALE CATEGORIES - TARIFF WALL PANELS TARIFF WALL PRICE PANELS

DRINKS HOT DRINKS

Primary branding treatment, set in the following 3 sizes.

DRINKS

DRINKS HOT DRINKS

580 x 470mm 580 x 580mm 696 x 696mm

small

regular

AMERICANO

£1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

LATTE

£2.05

£2.35 £2.55

£2.10

COLD DRINKS

£1.60

£2.00 £2.30

£2.05

£2.35 £2.55

milk shakes

LATTE

£2.40 £2.60

£1.55

£1.85

SINGLE

DOU BLE

frappes

£2.40

HOT CHOCOLATE

£1.85

BABYCCINO

COFFEE

OR

CHOCOLATE

90p

ENGLISH BREAKFAST TEA

£1.75

TWININGS SPECIALITY TEAS

£2.00

ICED FLAT WHITE COFFEE OR ICED LATTE

SPECIALITY DRINKS £2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

CHAI LATTE

£2.80

SYRUP SOYA MILK COCONUT MILK

35p

£2.10

£2.40 £2.60

£1.55

£1.85

SINGLE

DOU BLE

£2.40

HOT CHOCOLATE

£1.85

milk shakes

BANANA, STRAWBERRY OR CHOCOLATE

frappes

OR

CHOCOLATE

£2.60 £2.60

£2.15

£2.45

£2.60

SPECIALITY DRINKS £2.80 £2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

CHAI LATTE

£2.80

£2.00

35p

SOYA MILK COCONUT MILK

50p

PROUD TO SUPPORT

complimentary 50p

large

£1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

LATTE

£2.05

£2.35 £2.55

MOCHA

£2.10

£2.40 £2.60

ESPRESSO

£1.55

£1.85

SHOT

SINGLE

DOU BLE

FLAT WHITE

£2.40

HOT CHOCOLATE

£1.85

COLD DRINKS smoothies

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60

milk shakes

BANANA, STRAWBERRY OR CHOCOLATE

frappes

COFFEE

OR

CHOCOLATE

£2.60 £2.60

refreshers £2.15

£2.45

90p

ICED FLAT WHITE COFFEE OR ICED LATTE

£2.60

SPECIALITY DRINKS

ENGLISH BREAKFAST TEA

£1.75

TWININGS SPECIALITY TEAS

£2.00

GINGERBREAD LATTE

£2.80

HONEYCOMB CHOCOLATE

£2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

SYRUP

35p

EXTRA ESPRESSO SHOT

50p

SOYA MILK

5p is donated from the sale of each cup of tea

regular

AMERICANO

BABYCCINO

ICED FLAT WHITE COFFEE OR ICED LATTE

HONEYCOMB CHOCOLATE

EXTRA ESPRESSO SHOT

5p is donated from the sale of each cup of tea

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60

GINGERBREAD LATTE

SYRUP

PROUD TO SUPPORT

smoothies

refreshers

£1.75

TWININGS SPECIALITY TEAS

50p

COLD DRINKS

COFFEE

90p

ENGLISH BREAKFAST TEA

complimentary 50p

£2.35 £2.55

FLAT WHITE BABYCCINO £2.80

HONEYCOMB CHOCOLATE

£2.05

SHOT

ESPRESSO

£2.60

GINGERBREAD LATTE

EXTRA ESPRESSO SHOT

MOCHA

£2.60 £2.60

refreshers £2.45

large

CAPPUCCINO

FLAT WHITE

£2.15

regular

AMERICANO

SHOT

MOCHA

small

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60

smoothies

BANANA, STRAWBERRY OR CHOCOLATE

ESPRESSO

An editable copy of this artwork can be found in the Pausa templates folder.

large

HOT DRINKS

small

complimentary

COCONUT MILK

50p

£2.80

CHAI LATTE

PROUD TO SUPPORT 5p is donated from the sale of each cup of tea

DUN2475/56391

DUN2475/56393

DUN2475/56393

1. Menu title

2. Product heading 3. Product name

4. Portion size

580 x 470mm

5. Prices

small

regular

large

AMERICANO

£1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

LATTE

£2.05

£2.35 £2.55

MOCHA

£2.10

£2.40 £2.60

ESPRESSO

£1.55

£1.85

SHOT

SINGLE

DOU BLE

FLAT WHITE

£2.40

HOT CHOCOLATE

£1.85

BABYCCINO

All type is set to optical and CAPITAL letters.

COLD DRINKS smoothies

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60

milk shakes

BANANA, STRAWBERRY OR CHOCOLATE

frappes

COFFEE

OR

CHOCOLATE

£2.60

£2.45

90p

ICED FLAT WHITE COFFEE OR ICED LATTE

£2.60

£1.75

TWININGS SPECIALITY TEAS

£2.00

GINGERBREAD LATTE

£2.80

HONEYCOMB CHOCOLATE

£2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

CHAI LATTE

£2.80

SYRUP

35p

EXTRA ESPRESSO SHOT

50p

COCONUT MILK

50p

4. Portion size

2. Product heading

5. Prices

3. Product name

6. Product subheading

Avenir Next LT Pro, Demi Tracking = 20 Text Align = Left Aligned

Avenir Next LT Pro, Regular Tracking = 50 Text Align = Left Aligned

PROUD TO SUPPORT

complimentary

1. Menu title

Avenir Next LT Pro, Bold Tracking = 50 Text Align = Left Aligned

SPECIALITY DRINKS

ENGLISH BREAKFAST TEA

SOYA MILK

6. Product subheading

£2.60

refreshers £2.15

696 x 696mm

TYPOGRAPHY

DRINKS HOT DRINKS

580 x 580mm

5p is donated from the sale of each cup of tea

Baskerville, Italic Tracking = 5 Text Align = Left Aligned

Avenir Next LT Pro, Bold Tracking = 0 Text Align = Left Aligned

Baskerville, Italic Tracking = 5 Text Align = Left Aligned

DUN2475/56393

Primary colour pallet Printed using the four colour process.

Box panel colour

C=100 M=70 Y=60 K=75

Typography colour

C=20 M=50 Y=70 K=10

PAUSA BR AND GUIDELINES | JANUARY 2020 | 17

POINT OF SALE CATEGORIES - TARIFF WALL IMAGE PANELS TARIFF WALL IMAGE PANELS

TYPOGRAPHY All type is set to optical.

SOUPER STAR

Primary branding treatment, set in the following 3 sizes.

SOUPER STAR

580 x 470mm 580 x 580mm 696 x 696mm

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

SOUPER STAR

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

(gluten free options available)

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

(gluten free options available)

(gluten free options available)

£3

£3

£3

An editable copy of this artwork can be found in the Pausa templates folder.

DUN2698 DUN2698 DUN2698

DUN2233/00000

580 x 470mm

1. Heading

DUN2233/00000

DUN2233/00000

580 x 580mm

696 x 696mm

2. Sub heading TYPOGRAPHY All type is set to optical.

Copy should accommodate no more than one third of the page

SOUPER STAR BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

(gluten free options available)

3. Gentle highlight

£3

Product should accommodate roughly two thirds of the page

DUN2233/00000

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 20 Text Align = Centred

1. Price roundal

Avenir Next LT Pro, Bold Tracking = -5 Text Align = Centred See price roundal section for full layout options.

2. Sub heading

4. Price roundals

DUN2698

1. Heading

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 50 Text Align = Centred

3. Gentle highlight Baskerville, Italic Lowercase letters Tracking = 5 Text Align = Centred

Printed using the four colour process.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 18

QUICK METHOD TO SCALE ARTWORKS SCALING ARTWORKS IN INDESIGN Standard sizes such as Tariffs: 580 x 580mm, 696 x 696mm and ASizes: Portrait & Landscape A5, A4, A3 scale up and down in proportion. InDesigns ‘Alternate layout’ resizes artwork so you don’t have to do it manually. Using this method is quicker and literally duplicates an artwork that has already been signed off to a new size.

See example below of a square tariff using ‘Alternate Layout’ to generate the additional size. This example shows a Tariff scaled from 580 x 580mm to an 696 x 696mm artwork.

4. Type the size you want the additional layout to be in Width and Height

HOW TO CREATE DIFFERENT SIZES OF THE SAME ARTWORKS USING ALTERNATE LAYOUT

5. In the drop down Liquid Page Rule select Scale.

6. De-select all: Link Stories, Copy Text, Smart Text Reflow.

7. Select OK. The new page size will appear.

1

TECHNICAL TIP

4

2

8. Go to the top right menu > View Pages > select By Alternate Layout.

This is the best option to view when you have multiple pages at different sizes.

3 5

2 7

6

It’s easier to view as Alternate Layout as opposed to Vertically and Horizontally (see examples)

Alternate Layout

Vertically

8.

1. In the Name Panel name the new page.

Window > Pages Drop down triangle > Choose Layout > Create Alternate Layout.

In the Pages panel menu, click the downward arrow on the layout you want to scale from.

Choose Create Alternate Layout.

2. In the From Source Pages select the source page you want to scale the new artwork.

3. The tariff size is bespoke, so select Custom. If this were an industry standard size such as an ASize, selection would be made from the list in the drop down menu.

Horizontally

PAUSA BR AND GUIDELINES | JANUARY 2020 | 19

POINT OF SALE CATEGORIES - TARIFF TOTEM BOARDS ai157616077615_DUN1758~45859_Pausa Totem with Acylic Holders 1712 x 438mm.pdf

MENU TOTEM

1

12/12/2019

14:26

Totems stand at the cafe entrance and/or the main store entrance.

The totem has four interchangeable clear perspex pockets, these house the ASize landscape tariff posters.

The template can be found in the templates folder.

ASize Landscape poster slots into clear perspex pocket

JOIN US FOR FOR BRUNCH BRUNCH

SERVED FROM 9AM MONDAY TO SATURDAY AND FROM 10AM SUNDAY SERVED EVERY DAY

DUN1758/45863

HOME OF SCONES HOME OF SCONES

WHICH ONE IS YOURS? FRUITED, PLAIN, CHEESE OR APPLE AND CINNAMON WHICH ONE IS YOURS? FRUITED, PLAIN, CHEESE, APPLE AND CINNAMON

from

£1.60 from

£1.60

DUN1758/45864

Dunelm store entrance.

Boston store, Lincolnshire

CHILL OUT CHILL OUT REFRESHINGLY COLD AND FLAVOURSOME SUMMER DRINKS REFRESHINGLY COLD AND FLAVOURSOME SUMMER fromDRINKS

£1.60

£2.60

DUN1758/45861

THE TASTE OF SUMMER THE TASTE OF SUMMER TRY A SLICE OF OUR SUNSHINE FLAVOURS TRY A SLICE OF OUR SUNSHINE FLAVOURS

£2.60

£2.60

Size: H1712 x W438mm Primary colour pallet

DUN1758/45866

PROUD TO SUPPORT

Dunelm charity sponsor support

Printed using the four colour process.

C=93 M=74 Y=53 K=69 C=1 M=22 Y=86 K=0 DUN1758/45859

Entrance to Pausa cafe.

Boston store, Lincolnshire

PAUSA BR AND GUIDELINES | JANUARY 2020 | 20

TREATMENTS There are four treatment styles to promote Pausa’s offerings.

HOME OF SCONES

LITTLE CHOC OF HORRORS

WHICH ONE IS YOURS? FRUITED, PLAIN, CHEESE OR APPLE & CINNAMON

TERRIFYINGLY DELICIOUS, THIS CREAMY HOT CHOCOLATE IS TOPPED WITH A SWEETLY SPOOKY STRAWBERRY DRIZZLE

74.642

CHILL OUT

TAKE A SLICE OFF THE PRICE

REFRESHINGLY COLD AND FLAVOURSOME SUMMER DRINKS

20 O F% F

SEL

from

WE’RE GIVING ALL OUR SHOPPERS A TREAT

EC T ED D R IN C H IL K S* L E D

20% OFF

£1.60

VICTORIA SPONGE CAKE

£2.80 DUN1758/45806

DUN2592~56654 DUN1771/46405

DUN1758/45803

DUN1967~48376

PRIMARY BRANDING/SEASONAL

MINI CAMPAIGNS

SPECIAL OFFERS

SALE

The primary brand treatment is used to style tariffs or standard offers. Essentially anything generic promoted long term.

This style runs along side Dunelm’s seasonal point of sale, this treatment promotes any mini events like mother/ fathers day, halloween. Essentially anything running for a shorter term.

This is used to promote special offers in Pausa that are neither season or event specific.

This style runs along side Dunelm’s sale event, promoting cafe rewards.

Colours, photography and illustration are determined by Dunelm’s seasonal campaigns, or are reflective of a specific event.

The main framework uses Pausa’s primary branding. Special offers always carry the yellow ‘special offer roundal’.

Pausa’s sale layout uses standard typography rules set upon the primary navy colour. The offer appears in a red roundal, of which the colour matches Dunelm sale red.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 21

PRIMARY BRANDING - SEASONAL CAMPAIGN SEASONAL LAYOUT Graphic elements that sit with the frame are determined by seasonal campaigns which run throughout the Dunelm store on point of sale and through website, catalogue and advertising.

To preserve the Pausa identity, colours and/or graphic elements for each campaign will be carefully selected to help connect campaigns across store and cafe.

CHRISTMAS DUNELM STORE CAMPAIGN

CHRISTMAS SEASONAL CAMPAIGN

PIE’LL BE HOME FOR CHRISTMAS

Christmas

dining

BUY ANY REGULAR OR LARGE HOT DRINK AND TREAT YOURSELF TO A MINCE PIE FOR £1

(gluten free option available)

£2 FR OM

£1

MINCE PIE when you buy a hot drink

DUN2440/56056

DUN2440~Xmas_A4 Dining Tentcards.indd 1

DUN2233/00000 DUN2479~56114

08/10/2019 11:11

Dunelm store showcard

=

Simplified snowflake element transferred across to style the Pausa Christmas campaign

Dunelm Primary Christmas pattern, used across all packaging and point of sale in the stores

PAUSA BR AND GUIDELINES | JANUARY 2020 | 22

PRIMARY BRANDING PRIMARY LAYOUT

Tariff Wall Price Panel

DRINKS

Primary branding treatment.

An editable copy of this artwork can be found in the Pausa templates folder.

Tariff Image Wall Panel

HOT DRINKS

small

regular

large

AMERICANO

£1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

LATTE

£2.05

£2.35 £2.55

MOCHA

£2.10

£2.40 £2.60

ESPRESSO

£1.55

£1.85

SHOT

SINGLE

DOU BLE

FLAT WHITE

£2.40

HOT CHOCOLATE

£1.85

smoothies

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60

milk shakes

BANANA, STRAWBERRY OR CHOCOLATE

frappes

COFFEE

OR

CHOCOLATE

£2.45

ICED FLAT WHITE COFFEE OR ICED LATTE

£2.60

SPECIALITY DRINKS

ENGLISH BREAKFAST TEA

£1.75

TWININGS SPECIALITY TEAS

£2.00

GINGERBREAD LATTE

£2.80

HONEYCOMB CHOCOLATE

£2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

CHAI LATTE

£2.80

SYRUP

35p

EXTRA ESPRESSO SHOT

50p

COCONUT MILK

£2.60

PROUD TO SUPPORT

complimentary

SOYA MILK

TREAT YOURSELF TO OUR RICH, MOIST AND MORESISH COFFEE AND WALNUT CAKE

£2.60 £2.60

refreshers £2.15

90p

BABYCCINO

WE’RE NUTS ABOUT CAKE

COLD DRINKS

5p is donated from the sale of each cup of tea

50p

DUN2698

DUN2233/00000

DUN2475/56393

WE’RE NUTS ABOUT CAKE TREAT YOURSELF TO OUR RICH, MOIST AND MOREISH COFFEE AND WALNUT CAKE

PIE LOVE YOU

WE’RE NUTS ABOUT CAKE

£2.60

MELT-IN-THE-MOUTH SHORTCRUST PASTRY, SWEET CHERRY FILLING AND A BUTTER-RICH CRUMBLE TOPPING

TREAT YOURSELF TO OUR RICH, MOIST AND MOREISH COFFEE AND WALNUT CAKE

See cake ticket section for full layout options.

£4.20

£2.60 For an extra 70p add custard or cream

SUBJECT TO AVAILABILITY

SUBJECT TO AVAILABILITY

ASize Portrait

SUBJEC T TO AVAIL ABILIT Y

DUN2699~59620

DUN2699~59623

ASize Landscape

DUN2698

Table Talker - DL

Cake Ticket

PAUSA BR AND GUIDELINES | JANUARY 2020 | 23

PRIMARY BRANDING - MINI CAMPAIGN MINI CAMPAIGN LAYOUTS

HALLOWEEN

This style runs along side Dunelm’s seasonal point of sale, this treatment promotes any mini events like mother/fathers day, halloween. Essentially anything running for a shorter term.

MOTHERS DAY

WIMBLEDON

MOTHERS DAY SPECIAL

LITTLE CHOC OF HORRORS TERRIFYINGLY DELICIOUS, THIS CREAMY HOT CHOCOLATE IS TOPPED WITH A SWEETLY SPOOKY STRAWBERRY DRIZZLE

TREAT MUM TO A DELICIOUS SLICE OF CAKE WITH A POT OF TEA OR ANY REGULAR HOT DRINK

WIMBLEDON SPECIAL

(gluten free options available)

£3.20

Colours, photography and illustration are determined by Dunelm’s seasonal campaigns, or are reflective of a specific event.

An ace serving of

drink and slice of cake

STRAWBERRY & RASPBERRY SENSATION CAKE & A POT OF TEA OR A REGULAR AMERICANO*

ONLY £4 *DECAF AVAIL ABLE

OFFER AVAIL ABLE ALL DAY FROM 24TH JUNE TO 14TH JULY SUBJEC T TO AVAIL ABILIT Y

£2.80 SUBJECT TO AVAIL ABILIT Y DUN2153/53808

DUN2073/50066

DUN2592~56654 DUN1771/46405

A4

8 x 6 Frame

8 x 6 Frame On occassions photography may not be available. Therefore we adapt to using typography set out like the above, selecting appropriate stock photography.

VALENTINES

TASTE OF TRUE LOVE

I’LL BE YOUR DREAM CAKE

FALL IN LOVE WITH OUR RICH, CREAMY RED VELVET HOT CHOCOLATE DRINK, IT HAS ALL THE FLAVORS OF THE CAKE

ROMANCE YOUR VALENTINE WITH A SLICE OF PINK LEMONADE CAKE

£3.20 drink and slice of cake

£3.20 drink and slice of cake

SUBJECT SUBJECTTO TO AVAILABILITY AVAIL ABILIT Y

SUBJECT SUBJECTTO TO AVAILABILITY AVAIL ABILIT Y DUN2153/53808

8 x 6 Frame

DUN2153/53808

8 x 6 Frame

PAUSA BR AND GUIDELINES | JANUARY 2020 | 24

SPECIAL OFFERS Tariff Wall Price Panel

SPECIAL OFFERS

Tariff Image Wall Panel 20 O F% F

DRINKS

The special offer branding remains the same format as per the primary branding, the price roundals are replaced by a yellow offer roundal. The cake tickets background is also yellow and displays a ‘was’ and ‘now’ price, as do the price list tariffs.

HOT DRINKS regular

large

LATTE

£2.05

£2.35 £2.55

BANANA MILKSHAKE

£2.00

MOCHA

£2.10

£2.40 £2.60

STRAWBERRY MILKSHAKE

£2.00

£1.55

£1.85

SI NG LE

DOU B LE

FRAPPES was

£2.40

HOT CHOCOLATE £1.85

£2.15

ENGLISH BREAKFAST TEA

£1.75

TWININGS SPECIALITY TEAS

£2.00

£2.45

ADDITIONAL OPTIONS FLAKES, MARSHMALLOWS, SYRUP OR WHIPPED CREAM 30p

NON DAIRY MILK Price tariff panel colour and roundal / cake ticket text C=93 M=74 Y=53 K=69

£2.60

£2.00 £2.30 £2.35 £2.55

FLAT WHITE

Printed using the four colour process.

£2.60

STRAWBERRY & BANANA

£1.60 £2.05

SHOT

Primary colour pallet

MANGO & PASSIONFRUIT

AMERICANO CAPPUCCINO

ESPRESSO

SALE SHOPPING IS THIRSTY WORK

CT ED D RI CH IL LE N KS D

SMOOTHIES & SHAKES small

An editable copy of the artwork can be found in the Pausa templates folder.

SE LE

£2.60

CHOCOLATE

£2.60

CHERRY & COCONUT

SO AS A TREAT WE’RE GIVING YOU

now

COFFEE

20% OF F

£2.60 £2.08

REFRESHERS was

now

£2.60

ICED FLAT WHITE COFFEE PEACH ICED TEA

£1.60 £1.28

RHUBARB LEMONADE

£1.60 £1.28

SEL

EC T ED D R IN C H IL K S* L E D

PROUD TO SUPPORT

SOYA MILK

complimentary

COCONUT

50p

*OFFER EXCLUDES CAN, BOTTLE AND BOX DRINKS

5p is donated from the sale of each cup of tea

DUN1967/48383

DUN2454~55997

Roundal colour

TYPOGRAPHY All type rules remain the same format as per the primary branding.

20% OF F

SEL

EC T ED DRI CHIL LED NK S*

Rotation angle across all point of sale: -18.5°

74.642

CHILL OUT REFRESHINGLY COLD AND FLAVOURSOME SUMMER DRINKS

20 O F% F

SEL

Special Offer roundal typography

TRY A SLICE OF APPLE PIE

CHILL OUT

EC T ED D R IN C H IL K S* L E D

REFRESHINGLY COLD AND FLAVOURSOME SUMMER DRINKS

SEL

505 kcal WAS

20 O F% F A PP LE SL CI N IC E NA CR U M O N ST

ASize Portrait

EC T ED D R IN C H IL K S* L E D

LEMON DRIZZLE CAKE

DUN1758/45819

ASize Landscape

£2.08

DUN2789~57475

DUN1758/45861 DUN1758/45803

NOW

Dome Roundel

WAS

See price roundal section for full layout options.

£2.60

Allergen information available

20 O F% F

Avenir Next LT Pro, Bold ALL CAPS 20% OFF Tracking = -5 Selected Etc. Tracking = 50 Text Align = Centred

CHOCOLATE FUDGE CAKE

TENDER APPLE SLICES AND SWEET CINNAMON BAKED INTO A SAVOURY CRUST

Table Talker - DL

£1.90

NOW

DUN2703/57184

C=1 M=22 Y=86 K=0

£1.52 kcal 207

Cake Ticket

PAUSA BR AND GUIDELINES | JANUARY 2020 | 25

SALE REWARDS Tariff Wall Price Panel

SALE Pausa’s sale runs along side the Dunelm’s sale events, promoting cafe rewards.

Pausa’s sale layout uses standard typography rules set upon the primary navy colour. The offer is appears in a red roundal.

An editable copy of the artwork can be found in the Pausa templates folder.

Tariff Image Wall Panel

DRINKS HOT DRINKS regular

large

Printed using the four colour process.

Price tariff panel and cake ticket background colour C=93 M=74 Y=53 K=69

was MANGO & PASSIONFRUIT

now

£2.60 £2.08

AMERICANO

£1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

STRAWBERRY & BANANA

£2.60 £2.08

LATTE

£2.05

£2.35 £2.55

BANANA MILKSHAKE

£2.00 £1.60

MOCHA

£2.10

£2.40 £2.60

STRAWBERRY MILKSHAKE £2.00 £1.60

FRAPPES

£1.55

£1.85

SHOT

SINGLE

DOU BLE

FLAT WHITE

£2.40

HOT CHOCOLATE

£1.85

ESPRESSO

TAKE A SLICE OFF THE PRICE

CT ED DR IN CH ILL ED KS*

SMOOTHIES & SHAKES small

ENGLISH BREAKFAST TEA TWININGS SPECIALITY TEAS

£2.15

was

£2.45

£1.75 £2.00

ADDITIONAL OPTIONS

Primary colour pallet

20 O F% F

SE LE

FLAKES, MARSHMALLOWS, SYRUP OR WHIPPED CREAM 30p

NON DAIRY MILK

WE’RE GIVING ALL OUR SHOPPERS A TREAT

20% OFF

now

COFFEE

£2.60 £2.08

CHOCOLATE

£2.60 £2.08

CHERRY & COCONUT

£2.60 £2.08

VICTORIA SPONGE CAKE

REFRESHERS was

now

ICED FLAT WHITE COFFEE £2.60 £2.08 PEACH ICED TEA

£1.60 £1.28

RHUBARB LEMONADE

£1.60 £1.28

PROUD TO SUPPORT

SOYA MILK

complimentary

COCONUT

50p

5p is donated from the sale of each cup of tea DUN1967/48380

DUN1967/48510

Roundal colour Dunelm store Sale red C=0 M=100 Y=100 K=0

TYPOGRAPHY

ALL CAKES

Rotation angle.

Wall price list tariff: -18.5° Cake ticket: 10° ASizes/DL 0°

WE’RE GIVING ALL OUR SHOPPERS A TREAT

20% OFF

Sale roundal

CHOCOLATE FUDGE CAKE 505 kcal

WE’RE GIVING ALL OUR SHOPPERS A TREAT

WAS

20% OFF

ONE OF A KIND VICTORIA SPONGE WAS

DUN1967~48377

ASize Portrait

DUN1758/45818

ASize Landscape

£2.08

Dome Roundel

VICTORIA SPONGE CAKE

DUN1967~48376

NOW

DUN2789~59571

VICTORIA SPONGE CAKE

20% OFF

See price roundal section for full layout options.

£2.60

Allergen information available

WE’RE GIVING ALL OUR SHOPPERS A TREAT

VICTORIA SPONGE CAKE

Avenir Next LT Pro, Bold ALL CAPS 50% OFF Tracking = -5 All Cakes Tracking = 50 Text Align = Centred

TAKE A SLICE OFF THE PRICE

TAKE A SLICE OFF THE PRICE

Table Talker - DL

£2.60

NOW

DUN1771/46424

50% OFF

All type rules remain the same format as per the primary branding.

TAKE A SLICE OFF THE PRICE

£2.08 kcal 426

Cake Ticket

PAUSA BR AND GUIDELINES | JANUARY 2020 | 26

POINT OF SALE CATEGORIES - CAKE TICKETS CAKE TICKETS Tickets are placed next to food products. The ticket displays the name, price and the Kcal of the product.

PRIMARY CAKE TICKET Cake ticket size

(all treatment styles)

H55 x W80mm An editable copy for each artwork can be found in the Pausa templates folder.

Large, or time lengthy seasonal campaign cake tickets (Spring/Summer/AW) are to be light blue with dark blue text.

TREATMENT STYLES SALE

LEMON DRIZZLE CAKE

ONE OF A KIND VICTORIA SPONGE

WAS DUN2703/57184

Christmas will always be red, or match the primary colour of the packaging to connect the Christmas campaign across store, website and cafe.

SPECIAL OFFER

£1.90

NOW

£1.52

WAS kcal 207

DUN1771/46424

Important: To avoid diluting the impact of the colours yellow and dark blue used to define Sale and Special Offers, please do not use these colours for any other cake tickets.

£2.60

NOW

CHRISTMAS

£2.08 kcal 426

PAUSA BR AND GUIDELINES | JANUARY 2020 | 27

FRIDGE CAKE TICKETS - PRIMARY PRIMARY CAKE TICKET: Size: H55 x W80mm All type is set to optical and aligned centred.

Printed using the four colour process.

Primary colours C=93 M=74 Y=53 K=69

New icon is positioned top left on brand new listings

C=40 M=5 Y=14 K=0

BRITISH BLACKCURRANT QUEEN OF PUDDINGS

DUN000/00000

£2.20

288 kcal

Allergen information available

ICONS: 10 x 10mm (2mm space between icons) KCAL next to price point

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 15pt Kerning = 0pt Leading = 16pt Tracking = 50

Minimum of of two products listed per cake ticket

APPLE & CINNAMON SCONE

Price Avenir Next LT Pro, Bold Size = 23pt Leading = Auto Kerning = Opt Tracking = 0 KCAL Avenir Next LT Pro, Regular Sentence Case Size = 9pt Leading = Auto Kerning = Opt Tracking = 0 Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 6.5pt Leading = Auto Kerning = Opt Tracking = 0

£1.60

347 kcal

CHEESE SCONE

£1.80

DUN000/00000

Minimum of 3 lines of copy on a single product listing

Allergen information available

305 kcal

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 12.5pt Kerning = 0pt Leading = 16pt Tracking = 50 Price Avenir Next LT Pro, Bold Size = 20.5pt Leading = Auto Kerning = Opt Tracking = 0 KCAL Avenir Next LT Pro, Regular Sentence Case Size = 8pt Leading = Auto Kerning = Opt Tracking = 0

Price and Kcals are centred underneath the product description

An editable copy for the artwork can be found in the Pausa templates folder.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 28

FRIDGE CAKE TICKETS - SALE SALE CAKE TICKET: Size: H55 x W80mm All type is set to optical and aligned centred.

Printed using the four colour process.

Primary colours

Sale roundal Avenir Next LT Pro, Bold ALL CAPS 50% OFF Tracking = -5 All Cakes Tracking = 50 Text Align = Centred

Roundal colour Dunelm store Sale red SALE RED C=0 M=100 Y=100 K=0

Size 15mm Rotation angle 10°

4.4mm

See price roundal section for full layout options.

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 15pt Kerning = 0pt Leading = 16pt Tracking = 50

4.4mm

25mm

BRITISH BLACKCURRANT QUEEN OF PUDDINGS DUN2789~57463

WAS

£2.20

NOW

Allergen information available

£1.76 kcal 288

Was & Now ALL CAPS Size = 8pt Kerning = -5pt Tracking = 50 Was Price Avenir Next LT Pro, Demi Size = 17pt Leading = 13.6 Kerning = Opt Tracking = 0

Minimum of 2 lines of copy

Now Price Avenir Next LT Pro, Bold Size = 20pt Kerning = Opt Tracking = 0 KCAL Avenir Next LT Pro, Regular Lower Case Size = 8pt Tracking = 5 Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 6.5pt Leading = Auto Kerning = Opt Tracking = 0

BRITISH BLACKCURRANT QUEEN OF PUDDINGS WAS DUN2789~57463

C=93 M=74 Y=53 K=69

£2.20

NOW

£1.76 kcal 288

Allergen information available

Was and now price are centred on the same line beneath the product description

Strike through line 0.75pt, rounded end caps

ICONS: No icons are used on Sale kcals appear in lozenge bottom right

An editable copy for the artwork can be found in the Pausa templates folder.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 29

FRIDGE CAKE TICKETS - SPECIAL OFFERS SPECIAL OFFERS CAKE TICKET: Size: H55 x W80mm All type is set to optical and aligned centred.

Printed using the four colour process.

Special Offer roundal Avenir Next LT Pro, Bold ALL CAPS Tracking = 50 Text Align = Centred

Primary colours C=93 M=74 Y=53 K=69 C=1 M=22 Y=86 K=0

Minimum of 2 lines of copy

Size 22.8mm Rotation angle 15°

25mm

LEMON & POPPY SEED MUFFIN DUN000/00000

WAS

£1.90

NOW

Allergen information available

Was & Now ALL CAPS Size = 8pt Kerning = -5pt Tracking = 50

£1.52 kcal 487

Was Price Avenir Next LT Pro, Demi Size = 17pt Leading = 13.6 Kerning = Opt Tracking = 0

Now Price Avenir Next LT Pro, Bold Size = 20pt Kerning = Opt Tracking = 0 KCAL Avenir Next LT Pro, Regular Lower Case Size = 8pt Tracking = 5 Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 6.5pt Leading = Auto Kerning = Opt Tracking = 0

LEMON & POPPY SEED MUFFIN WAS DUN000/00000

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 15pt Kerning = 0pt Leading = 16pt Tracking = 50

£1.90

NOW

£1.52 kcal 487

Allergen information available

Was and now price Strike through line are centred on the 0.75pt, rounded same line beneath the end caps product description

ICONS: No icons are used on Special Offers kcals appear in lozenge bottom right

An editable copy for the artwork can be found in the Pausa templates folder.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 30

FRIDGE CAKE TICKETS - CHRISTMAS CHRISTMAS CAKE TICKET: Size: H55 x W80mm Minimum of 3 lines of copy

All type is set to optical and aligned centred.

Printed using the four colour process.

BRITISH BLACKCURRANT QUEEN OF PUDDINGS

on single product listings

Colours determined by the main Dunelm packaging and store Christmas campaign

£2.20

C=38 M=34 Y=56 K=18

DUN000/00000

C=8 M=100 Y=70 K=33

288 kcal

Allergen information available

ICONS: 11 x 11mm (Centred, 2mm space between icons) KCAL next to price point Minimum of of two products listed per cake ticket

(gluten free option available)

DUN000/00000

£2.15

Allergen Allergen information information available available

453 kcal

KCAL Avenir Next LT Pro, Regular Sentence Case Size = 9pt Leading = Auto Kerning = Opt Tracking = 0

Price Avenir Next LT Pro, Bold Size = 23pt Leading = Auto Kerning = Opt Tracking = 0

Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 6.5pt Leading = Auto Kerning = Opt Tracking = 0

Sub Italic Baskerville, Italic Lowercase letters Size = 12pt Leading = 14.4pt Tracking = 5 Text Align = Centred

APPLE & CINNAMON SCONE

£1.60

347 kcal

CHEESE SCONE

£1.80

DUN000/00000

MINCE PIE

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 15pt Kerning = 0pt Leading = 16pt Tracking = 50

Allergen information available

305 kcal

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 12.5pt Kerning = 0pt Leading = 16pt Tracking = 50 Price Avenir Next LT Pro, Bold Size = 20.5pt Leading = Auto Kerning = Opt Tracking = 0 KCAL Avenir Next LT Pro, Regular Sentence Case Size = 8pt Leading = Auto Kerning = Opt Tracking = 0

Price and Kcals are centred underneath the product description

PAUSA BR AND GUIDELINES | JANUARY 2020 | 31

POINT OF SALE CATEGORIES - DOME ROUNDELS Dome roundel size 130mm Diameter (all treatment styles).

An editable copy for each artwork can be found in the Pausa templates folder.

CHOCOLATE FUDGE CAKE

£2.60

547 kcal

Allergen information available

DUN0000~00000

PRIMARY DOME ROUNDEL

WAS

CHOCOLATE FUDGE CAKE

CHOCOLATE FUDGE CAKE

505 kcal

505 kcal

£2.60

NOW

£2.08

WAS

£2.60

NOW

£2.08

Allergen information available

Allergen information available

DUN2789~57475

DUN2789~59571

SPECIAL OFFER

SALE

MINCE PIE

(gluten free option available)

£1.65

453 kcal

Allergen information available

CHRISTMAS

TREATMENT STYLES

PAUSA BR AND GUIDELINES | JANUARY 2020 | 32

DOME ROUNDEL - PRIMARY BRANDING PRIMARY DOME ROUNDEL Size: 130mm Diameter

20mm diameter ‘New icon’ is positioned top left on brand new listings

Minimum of of two products listed per cake ticket

All type is set to optical and aligned centred.

Printed using the four colour process.

Primary colours C=93 M=74 Y=53 K=69 C=40 M=5 Y=14 K=0

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 23pt Kerning = 0pt Leading = 16pt Tracking = 50 Price Avenir Next LT Pro, Bold Size = 33pt Leading = Auto Kerning = Opt Tracking = 0

FRUIT SCONE

£1.60

404 kcal

PLAIN SCONE

£1.60

KCAL Avenir Next LT Pro, Regular Sentence Case Size = 13pt Leading = Auto Kerning = Opt Tracking = 0

406 kcal

Allergen information available

Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 8.5pt Leading = Auto Kerning = Opt Tracking = 0

ICONS: 16mm diameter (2.4mm space between icons)

DUN0000~00000

KCAL next to price point

PAUSA BR AND GUIDELINES | JANUARY 2020 | 33

DOME ROUNDEL - SALE BRANDING SALE DOME ROUNDEL Size: 130mm Diameter

Size 15mm Rotation angle 10°

All type is set to optical and aligned centred.

Printed using the four colour process.

Primary colours C=93 M=74 Y=53 K=69

OVER

Roundal colour Dunelm store Sale red SALE RED C=0 M=100 Y=100 K=0

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 23pt Kerning = 0pt Leading = 16pt Tracking = 50 Was & Now ALL CAPS Size = 11pt Kerning = -5pt Tracking = 50 Was Price Avenir Next LT Pro, Demi Size = 24pt Leading = 18 Kerning = Opt Tracking = 0 Now Price Avenir Next LT Pro, Bold Size = 28pt Kerning = Opt Tracking = 0

GLUTEN FREE MINCE PIE 310 kcal WAS

£1.65

NOW

Allergen information available

KCAL Avenir Next LT Pro, Regular Lower Case Size = 13pt Tracking = 5 Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 8.5pt Leading = Auto Kerning = Opt Tracking = 0

80p

ICONS: No icons are used on Special Offers. Kcals appear centred beneath the product title.

Strike through line 0.75pt, rounded end caps Was and now price are centred on the same line beneath the product description

DUN2789~57475

PAUSA BR AND GUIDELINES | JANUARY 2020 | 34

DOME ROUNDEL - SPECIAL OFFER SPECIAL OFFER DOME ROUNDEL Size: 130mm Diameter

Size 15mm Rotation angle 10°

All type is set to optical and aligned centred.

Printed using the four colour process.

Primary colours C=93 M=74 Y=53 K=69 C=1 M=22 Y=86 K=0

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 23pt Kerning = 0pt Leading = 16pt Tracking = 50

CHOCOLATE FUDGE CAKE

Was & Now ALL CAPS Size = 11pt Kerning = -5pt Tracking = 50 Was Price Avenir Next LT Pro, Demi Size = 24pt Leading = 18 Kerning = Opt Tracking = 0 Now Price Avenir Next LT Pro, Bold Size = 28pt Kerning = Opt Tracking = 0

505 kcal WAS

£2.60

NOW

Allergen information available

KCAL Avenir Next LT Pro, Regular Lower Case Size = 13pt Tracking = 5 Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 8.5pt Leading = Auto Kerning = Opt Tracking = 0

£2.08

ICONS: No icons are used on Special Offers. Kcals appear centred beneath the product title.

Strike through line 0.75pt, rounded end caps Was and now price are centred on the same line beneath the product description

DUN2789~57475

PAUSA BR AND GUIDELINES | JANUARY 2020 | 35

DOME ROUNDEL - CHRISTMAS CHRISTMAS DOME ROUNDEL Size: 130mm Diameter All type is set to optical and aligned centred.

Printed using the four colour process.

Colours determined by the main Dunelm packaging and store Christmas campaign C=38 M=34 Y=56 K=18 C=8 M=100 Y=70 K=33

Product Title Avenir Next LT Pro, Regular ALL CAPS Size = 23pt Kerning = 0pt Leading = 16pt Tracking = 50 Sub Italic Baskerville, Italic Lowercase letters Size = 18pt Leading = 14.4pt Tracking = 5 Text Align = Centred

MINCE PIE

(gluten free option available)

£1.65

Price Avenir Next LT Pro, Bold Size = 33pt Leading = Auto Kerning = Opt Tracking = 0

453 kcal

Allergen information available

KCAL Avenir Next LT Pro, Regular Sentence Case Size = 13pt Leading = Auto Kerning = Opt Tracking = 0 Allergen information Avenir Next LT Pro, Regular Sentence Case Size = 8.5pt Leading = Auto Kerning = Opt Tracking = 0

KCAL next to price point

ICONS: 16mm diameter (2.4mm space between icons)

DUN0000~00000

PAUSA BR AND GUIDELINES | JANUARY 2020 | 36

POINT OF SALE CATEGORIES - ASIZES PRODUCT WITH PRICE POINT

TYPOGRAPHY

Primary branding treatment, set in the following standard ASizes.

All type is set to optical.

1. Heading

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 20 Text Align = Centred

A5 148 x 210mm A4 210 x 297mm A3 297 x 420mm

2. Sub heading

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 50 Text Align = Centred

3. Italic Sub

Baskerville, Italic Lowercase letters Tracking = 5 Text Align = Centred

Avenir Next LT Pro, Bold Tracking = -5 Text Align = Centred

* Disclaimer

Avenir Next LT Pro, Demi CAPITAL letters Tracking = -5 Text Align = Centred Avenir Next LT Pro, Regular Lowercase letters Tracking = -5 Text Align = Centred

For scaling standard ASizes in InDesign please use the alternate layout option.

For instructions on this refer to the ‘Quick method to scale artworks’ section.

An editable copy of the artwork can be found in the Pausa templates folder.

4. Price roundal

1

Copy should accommodate no more than one third of the page

2

SOUP AND SCONE DEAL

1

2

OUR SATISFYING SOUPS ARE EVEN TASTIER WITH A RICH CHEESE SCONE ON THE SIDE

3

(other scone flavours available)

3 4

Heading Sub heading Italic Sub (optional, not always required) Price roundals

SOUP AND SCONE DEAL

1

PHOTOGRAPHY Important all products included in offers appear in the image. See the photography styling section for further details.

Product should accommodate roughly two thirds of the page.

OUR SATISFYING SOUPS ARE 2 EVEN TASTIER WITH A RICH CHEESE SCONE ON THE SIDE

(other scone flavours available)

This ratio ruling also applies to landscape

£4.20 SAVE UP TO 60p

3

£4.20 SAVE UP TO 60p

4

4

DUN1758/45864 DUN0000/00000

DUN2454/56001 DUN1771/46405

ASize Portrait

ASize Landscape

PAUSA BR AND GUIDELINES | JANUARY 2020 | 37

POINT OF SALE CATEGORIES - 8x6 FRAMES PRODUCT WITH PRICE POINT

TYPOGRAPHY

Primary branding treatment set in the following size:

All type is set to optical.

Portrait W152 x H203mm The frames are to promote Mini Campaigns and Limited Offers such as Valentines and Mothers Day or any offers.

An editable copy of the artwork can be found in the Pausa templates folder.

1. Heading

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 20 Text Align = Centred

2. Sub heading

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 50 Text Align = Centred

3. Italic Sub

Baskerville, Italic Lowercase letters Tracking = 5 Text Align = Centred

4. Price roundal

Avenir Next LT Pro, Bold Tracking = -5 Text Align = Centred

5. Disclaimer

Avenir Next LT Pro, Demi CAPITAL letters Tracking = -5 Text Align = Centred or Avenir Next LT Pro, Regular Sentence case letters Tracking = -5 Text Align = Centred

1

Copy should accommodate no more than one third of the page

1

2

MOTHERS SOUP AND SCONE DEAL DAY SPECIAL

2 3 4

OURMUM SATISFYING SOUPS SLICE TREAT TO A DELICIOUS ARE WITHOF A RICH OF EVEN CAKE TASTIER WITH A POT TEA OR CHEESE SCONE ONHOT THEDRINK SIDE ANY REGULAR

3

5

Heading Sub heading Italic Sub (optional, not always required) Price roundals Disclaimer (not always required)

Please refer to disclaimer messages for further details.

(other sconefree flavours available) (gluten options available) 4

£3.20 PHOTOGRAPHY Important all products included in offers appear in the image. See the photography styling section for further details.

drink and slice of cake

Product should accommodate roughly two thirds of the page.

This ratio ruling also applies to landscape

£4.20 SAVE UP TO 60p

5

SUBJECT TO AVAIL ABILIT Y DUN2153/53808

DUN2454/56001 DUN1771/46405

8 x 6 Frame

PAUSA BR AND GUIDELINES | JANUARY 2020 | 38

POINT OF SALE CATEGORIES - DISCLAIMERS DISCLAIMER MESSAGES Disclaimers are required on Mini Campaigns, Limited Offers and Charity Support.

The disclaimer is not required for regular tariff items.

I’LL BE YOUR DREAM CAKE

WE’LL TOASTIE TO THAT

ROMANCE YOUR VALENTINE WITH A SLICE OF PINK LEMONADE CAKE

Disclaimers are placed at the base of materials.

SIZZLING BACON AND SMOKED DORSET RED CHEESE IN ONE AMAZING SANDWICH

An editable copy of the artwork can be found in the Pausa templates folder.

£3.40

£3.20 drink and slice of cake

A

Avenir Next LT Pro, Demi CAPITAL letters Tracking = -5 Text Align = Centred

B

Avenir Next LT Pro, Regular Sentence case letters Tracking = -5 Text Align = Centred

40p from the sale of this sandwich will be donated to

A

B

SUBJECT SUBJECTTO TO AVAILABILITY AVAIL ABILIT Y

For every Bacon & Smoked Dorset Red toastie sold in Pausa Cafés, 40p plus VAT will be paid to Macmillan Cancer Support * a registered charity in England and Wales (261017), Scotland (SC039907) and the Isle of Man (604). *Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all its profits.

DUN2153/53808

DUN2475~56409

PAUSA BR AND GUIDELINES | JANUARY 2020 | 39

POINT OF SALE CATEGORIES - TABLE TALKERS TABLE TALKERS Table talkers and tent cards are used to promote key offers, the prints sit in perspex stands on counters and tables.

Generic inserts in primary branding are already created for the offers running throughout the whole year e.g. cream tea, breakfast bap.

SALE SHOPPING IS THIRSTY WORK

SHAKE THINGS UP SATISFY YOUR SWEET TOOTH WITH A CREAMY MILKSHAKE AND GET A DONUT FOR £1

TRY A SLICE OF APPLE PIE TENDER APPLE SLICES AND SWEET CINNAMON BAKED INTO A SAVOURY CRUST

SO AS A TREAT WE’RE GIVING YOU

(dairy-free options available)

20 O F% F

20% OFF

£1

DONUT when you buy a shake

A PP LE S C IN N A LI C E CRU MON ST

SELECTED CHILLED DRINKS*

Seasonal variations are devised for specific product launches e.g. mince pie offer for Christmas.

Table talkers are DL portrait size 99 x 210mm

*ALL SMOOTHIES & SHAKES FRAPPES & REFRESHERS

SUBJEC T TO AVAIL ABILIT Y

DUN1967/48512

DUN2475~56407

Primary and Seasonal

Sale

DUN1758/45819

Special Offers

BRUNCH BAP ONLY £1.50

WE’LL TOASTIE TO THAT

WHEN YOU BUY ANY REGULAR OR LARGE HOT DRINK CHOOSE FROM BACON, SAUSAGE OR OMELETTE

SIZZLING BACON AND SMOKED DORSET RED CHEESE IN ONE AMAZING SANDWICH

OFFER AVAIL ABLE UNTIL 11.30AM

FOR THOUGHT

£3.40

GO FULLY LOADED FOR JUST £1 MORE

A CHANGE OF SCENE OR CHANGE OF PACE CAN BE GOOD FOR YOUR MENTAL HEALTH It could be a five-minute pause from a screen, a walk in the fresh air at lunch or a cuppa with a colleague in Pausa.

40p from the sale of this sandwich will be donated to

Give yourself some ‘me time’.

Listen to your body.

For every Bacon & Smoked Dorset Red toastie sold in Pausa Cafés, 40p plus VAT will be paid to Macmillan Cancer Support * a registered charity in England and Wales (261017), Scotland (SC039907) and the Isle of Man (604). *Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all its profits.

DUN1758/45815

Primary Brand Combo Offers

SOMETIMES THE WORLD CAN WAIT FOR YOU...

DUN2475~56092

Charity Support

DUN2619~56825

Mini Campaign

PAUSA BR AND GUIDELINES | JANUARY 2020 | 40

POINT OF SALE CATEGORIES - DL TABLE TABLES TABLE TALKER

TYPOGRAPHY

Primary branding treatment set in the following size:

All type is set to optical.

DL W99 x H210mm An editable copy of the artwork can be found in the Pausa templates folder.

For further details, please refer to Point of Sale categories - Disclaimers.

1. Heading

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 20 Text Align = Centred

2. Sub heading

PIE LOVE YOU

THE PICK OF THE BRUNCH

MELT-IN-THE-MOUTH SHORTCRUST PASTRY, SWEET CHERRY FILLING AND A BUTTER-RICH CRUMBLE TOPPING

BRUNCH BAP ONLY £1.50 WHEN YOU BUY ANY REGULAR OR LARGE HOT DRINK AVAILABLE UNTIL 11:30AM

1

2

Avenir Next LT Pro, Demi CAPITAL letters Tracking = 50 Text Align = Centred

choose from bacon, sausage or omelette

3 4

£4.20 from

£1.50

3. Italic Sub

Baskerville, Italic Lowercase letters Tracking = 5 Text Align = Centred

1 2 3 4 5

Heading Sub heading Italic Sub (optional, not always required) Price roundals Disclaimer (not always required)

Please refer to disclaimer messages for further details.

4. Price roundal

Avenir Next LT Pro, Bold Tracking = -5 Text Align = Centred

5. Disclaimer

For an extra 70p add custard or cream

Avenir Next LT Pro, Demi CAPITAL letters Tracking = -5 Text Align = Centred

For an extra £1 go *fully loaded *FULLY LOADED BRUNCH BAP CONTAINS BACON, SAUSAGE AND OMELET TE

5

5

SUBJEC T TO AVAIL ABILIT Y

DUN2698

SUBJEC T TO AVAIL ABILIT Y

DUN2699~59618

PAUSA BR AND GUIDELINES | JANUARY 2020 | 41

WHEN TO USE THE PAUSA LOGO ETHICAL CREDENTIALS, SPONSORS & CHARITY SUPPORT The Pausa logo (without the tag-line) should be present on ethical credentials and charity support.

The Pausa logo should be placed at the head of the page. The distance where text begins from the white frame should be equal to the height of the Pausa logo.

WE’LL TOASTIE TO THAT

BRUNCH BAP ONLY £1.50

SIZZLING BACON AND SMOKED DORSET RED CHEESE IN ONE AMAZING SANDWICH

WHEN YOU BUY ANY REGULAR OR LARGE HOT DRINK CHOOSE FROM BACON, SAUSAGE OR OMELETTE OFFER AVAIL ABLE UNTIL 11.30AM

£3.40

RAINFOREST ALLIANCE CERTIFIED

GO FULLY LOADED FOR JUST £1 MORE

Editable copies of the artwork can be found in the Pausa templates folder.

ALL OF OUR BREAKFAST TEA & COFFEE IS

TM

Meaning your hot drink supports a healthier planet and an improved quality of life for farming communities

40p from the sale of this sandwich will be donated to

For every Bacon & Smoked Dorset Red toastie sold in Pausa Cafés, 40p plus VAT will be paid to Macmillan Cancer Support * a registered charity in England and Wales (261017), Scotland (SC039907) and the Isle of Man (604). *Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all its profits.

Charity Support

DUN2475~56409

DUN1758/45815

DUN2475~56409

Sponsor Support

Ethical Credentials

PAUSA BR AND GUIDELINES | JANUARY 2020 | 43

POINT OF SALE CATEGORIES - 60-40’S AND A-FRAME 60-40’S 60-40’s are large format posters that are placed on Dunelm store exteriors.

SECONDARY PAUSA LOGO

Size: H1525 x W1016mm

should be used on both A-Frames and 60-40’s as they are appear on the exteriors of Dunelm stores.

A-FRAME A-Frames are double sided triangular boards that sit outside larger stores, or within the Dunelm store at the entrance to the Pausa coffee shop.

Size: H760 x W500mm An editable copy of this artwork can be found in the Pausa templates folders.

DUN1758/45823

DUN1758/45823

60-40’s

A-Frame

PAUSA BR AND GUIDELINES | JANUARY 2020 | 44

SEASONAL CAMPAIGN - CHRISTMAS CHRISTMAS CAMPAIGN EXAMPLE Primary branding treatment.

Cake Dome Tickets

Cake Tickets

DUN2475~56415

FESTIVE FLAVOURS Fridge Headers

DRINKS

CARA-MELT IN THE MOUTH

HOT DRINKS

INDULGENT FLAVOURED CARAMEL CAKE

small £1.60

£2.00 £2.30

CAPPUCCINO

£2.05

£2.35 £2.55

LATTE

£2.05

£2.35 £2.55

MOCHA

£2.10

£2.40 £2.60

ESPRESSO

£1.55

£1.85

SHOT

SINGLE

DOU BLE

FLAT WHITE

£2.40

HOT CHOCOLATE

£1.85

BRUNCH & LUNCH

COLD DRINKS smoothies

MANGO & PASSIONFRUIT OR STRAWBERRY & BANANA £2.60

milk shakes

BANANA, STRAWBERRY OR CHOCOLATE

frappes

COFFEE

OR

CHOCOLATE

£2.60

£2.45

ICED FLAT WHITE COFFEE OR ICED LATTE

HONEYCOMB CHOCOLATE

£2.80

SALTED CARAMEL WHITE HOT CHOCOLATE

£2.80

ADDITIONAL OPTIONS

TOFFEE NUT LATTE

£2.80

FLAKES, MARSHMALLOWS, WHIPPED CREAM 30p

WINTER BERRY TEA

£2.80

CHAI LATTE

£2.80

EXTRA ESPRESSO SHOT SOYA MILK COCONUT MILK

£1.75 £2.00

35p 50p

complimentary 50p

Gingerbread Latte

£2.50

FULLY LOADED BRUNCH BAP

£3.50

bacon, sausage and omelette

£2.80 Upgrade to a large drink for 20p

2 PANCAKES WITH NUTELLA OR GOLDEN SYRUP

£2.00

2 PANCAKES WITH BANANA & HONEY

£2.25

CHEESE & HAM CROISSANT

£3.30

2 HASH BROWNS

£1.00

TOAST

£1.50

PLAIN WITH BUTTER

£3.30

ADD YOUR OWN FILLINGS

CHILLI

90p

TUNA

90p

CORONATION CHICKEN

90p

CHEESE & COLESLAW

90p

3 BEAN CHILLI

90p

CHEESE & BEANS

90p

ADDITIONAL FILLINGS

90p

THE PERFECT WINTER WARMER, FINISHED WITH A TASTY TOPPING

SAVOURY

£4.20

QUICHE

served warmed with coleslaw & salad garnish

Winter Berry Tea

SOUP OF THE DAY

PROUD TO SUPPORT

WITH ROLL/BREAD

5p is donated from the sale of each cup of tea

PILE IT HIGH

JACKET POTATOES

BACON, SAUSAGE OR OMELETTE BAP

vegetarian sausage available

SANTA-APPROVED FESTIVE DRINKS

SPECIALITY DRINKS £2.80

SYRUP

BRUNCH

Toffee Nut Christmas Latte

£2.60

GINGERBREAD LATTE

TWININGS SPECIALITY TEAS

Honeycomb Hot Chocolate

£2.60

HO-HO-HOT DRINKS

refreshers £2.15

90p

ENGLISH BREAKFAST TEA

DUN2475/56073

large

AMERICANO

BABYCCINO

£2.60

regular

gluten free options available

£3.00

SPINACH, FETA & TOMATO OR SMOKED BACON & CHEDDAR

£4.00

SAUSAGE ROLL

£2.60

DUN2475~56076

DUN2233/00000

DUN2475/56086

0 0 0 0 0/3322N UD

DUN2475/56393

DUN2233/00000

DUN2475/56396

Tariff Image and Price Wall Panels

PAUSA BR AND GUIDELINES | JANUARY 2020 | 45

SEASONAL CAMPAIGN - CHRISTMAS SEASONAL CAMPAIGN EXAMPLE Primary branding treatment.

FESTIVE FLAVOURS

IT’S CREAM TEA TIME

SOUPER STAR

ANY PLAIN OR FRUIT SCONE WITH CLOTTED CREAM, JAM, AND A POT OF TEA OR A REGULAR AMERICANO

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

(gluten free options available)

£3.40

£3

‘TIS THE SEASON’ TO TREAT, DRINK AND BE MERRY

SUBJECT TO AVAILABILITY DUN2475/56402 DUN1771/46405

DUN2475~56103

HO-HO-HOT DRINKS

SEASON’S EATINGS

ENJOY OUR SANTA-APPROVED FESTIVE DRINKS

JACKET POTATO TOPPED WITH A SENSATIONAL TURKEY, BACON AND CRANBERRY FILLING

£2.80 Honeycomb Hot Chocolate

Upgrade to a large drink for 20p

Toffee Nut Christmas Latte Gingerbread Latte

£4.20 Winter Berry Tea DUN2475~56091

DUN2475~56077 DUN2233/00000

DUN2475~56091

60 x 40 External Store Poster

DUN2475~56080

ASize Posters

PAUSA BR AND GUIDELINES | JANUARY 2020 | 46

SEASONAL CAMPAIGN - CHRISTMAS SEASONAL CAMPAIGN EXAMPLE

DL Table Talker

WE’LL TOASTIE TO THAT

WINTER WARMERS

SIZZLING BACON AND SMOKED DORSET RED CHEESE IN ONE AMAZING SANDWICH

SHAKE THINGS UP

IT’S CREAM TEA TIME

PILE IT HIGH

THE PICK OF THE BRUNCH

SOUPER STAR

SATISFY YOUR SWEET TOOTH WITH A CREAMY MILKSHAKE AND GET A DONUT FOR £1

ANY PLAIN OR FRUIT SCONE WITH CLOTTED CREAM, JAM, AND A POT OF TEA OR A REGULAR AMERICANO

THE PERFECT WINTER WARMER, FINISHED WITH A TAST Y TOPPING

BRUNCH BAP ONLY £1.50 WHEN YOU BUY ANY REGULAR OR LARGE HOT DRINK

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

choose from bacon, sausage or omelette

(gluten free options available)

(dairy-free options available)

£3.40

GRAB SOMETHING HOT AND TAST Y

£4.20

£3.40

£1

£1.50

£3

DONUT when you buy a shake

from

£2.60

For an extra £1 go *fully loaded

40p from the sale of this sandwich will be donated to

*FULLY LOADED BRUNCH BAP CONTAINS BACON, SAUSAGE AND OMELET TE For every Bacon & Smoked Dorset Red toastie sold in Pausa Cafés, 40p plus VAT will be paid to Macmillan Cancer Support * a registered charity in England and Wales (261017), Scotland (SC039907) and the Isle of Man (604). *Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all its profits.

SUBJEC T TO AVAIL ABILIT Y

SUBJEC T TO AVAIL ABILIT Y

DUN2475~56407

DUN2475~56409

SUBJEC T TO AVAIL ABILIT Y

DUN1771/46410 DUN2475~56408

DUN2640~56950

DUN2640~56950

DUN2475~56406

SPRINKLED WITH MAGIC

TOAST WITH THE MOST

SHAKE THINGS UP

WINTER WARMERS

TREAT YOURSELF TO THREE LAYERS OF SOFT SPONGE, JAM AND ICING WITH A POT OF TEA OR REGULAR AMERICANO

ENJOY A BUTTERY, TOASTED FRUIT BREAD AND A REGULAR TEA OR AMERICANO EVERY DAY UNTIL 11.30AM

SATISFY YOUR SWEET TOOTH WITH A CREAMY MILKSHAKE AND GET A DONUT FOR £1

GRAB SOMETHING HOT AND TASTY

(dairy-free option available)

£1

£3.20

from

£2.60

DONUT when you buy a shake

drink and toasted fruit bread

£4

drink and slice of unicorn cake

SUBJECT SUBJECTTO TO AVAILABILITY AVAIL ABILIT Y

SUBJECT TO AVAIL ABILIT Y

DUN2475~56408

60 x 40 External Store Poster

DUN2475~56100

DUN2475/56398

SUBJECT TO AVAIL ABILIT Y DUN2475~56101

DUN2153/53808

DUN2475~56416

8 x 6 Frame

PAUSA BR AND GUIDELINES | JANUARY 2020 | 47

PRIMARY BRAND SEASONAL CAMPAIGN - VEGANUARY VEGANUARY CAMPAIGN EXAMPLE Primary branding treatment.

VEGANUARY

DRINKS

HOT & COLD OPTIONS

All made with your dairy-free choice of

LENTIL & SPINACH DHAL SOUP £3.00

SOYA, ALMOND OR COCONUT MILK

PRALINE HOT CHOCOLATE

£2.80

SALTED CARAMEL LATTE

£2.80

THE GREEN SMOOTHIE

£2.60

perfect with coconut milk

VEGANUARY

perfect with soya milk

spinach, passion fruit, mango, and a hint of cucumber BERRYBEET SMOOTHIE

beetroot, raspberry & blackcurrant

MEAT-FREE, DAIRY FREE, AND FULL OF FLAVOUR visit our coffee shop in store today

£4.00

VEGAN TART

£4.00

GRILLED VEGETABLE & HARISSA MELT PANINI

£4.10

FALAFEL SALAD £2.60

RASPBERRY & BLACKCURRANT £2.60 SMOOTHIE ENGLISH BREAKFAST TEA

THAI RED CURRY POT

FALAFEL SANDWICH

£1.75

SELECTED TWININGS £2.00 SPECIALITY TEAS

VEGAN SOUPER STAR

VEGAN TART

PLE A SE SPECIF Y ‘ V EGA N NON DA IRY ’ TO OUR COLLE AGUE S WHEN ORDERING

BE BOWLED OVER BY OUR LENTIL & SPINACH DHAL SOUP AND WARM PETIT PAIN

A RICH, SLOW ROASTED TOMATO AND GRILLED VEGETABLE TART, SERVED WARM WITH A SALAD GARNISH

(gluten free)

£3

£3.30

with beetroot houmous

£4.00

POTATO WEDGES

£1.50

£4

JACKET POTATO with

DAIRY-FREE SPREAD

£3.30

BEANS OR 3 BEAN CHILLI

£4.20

KIDS

CAKE & SNACKS

FUNTIME RAISINS MINI

45p

RADNOR APPLE JUICE

£1.10

RADNOR ORANGE JUICE

£1.10

BELGIAN CHOCOLATE FUDGE CAKE

£2.60

BURTS LENTIL CRISPS

90p

DAIRY-FREE SPREAD

£1.10

VEGAN FRUITY FLAPJACK

£1.50

BEANS OR 3 BEAN CHILLI

£2.00

HALF A JACKET POTATO with

DUN2698~59605

DUN2698~59617

DUN2233/00000

DUN2698/61882

Tariff Wall Price Panel

Tariff Image Wall Panel

8x6

VEGAN TART A RICH, SLOW ROASTED TOMATO AND GRILLED VEGETABLE TART, SERVED WARM WITH A SALAD GARNISH

£4 Green Smoothie Praline Hot Chocolate with Coconut Milk

Berry Beet Smoothie

VEGAN TART

VEGAN DRINKS

A RICH, SLOW ROASTED TOMATO AND GRILLED VEGETABLE TART, SERVED WARM WITH A SALAD GARNISH

DELIGHT YOUR TASTE BUDS WITH OUR DELICIOUS DAIRY-FREE HOT AND COLD DRINKS

£4

from

£2.60 Salted Caramel Latte with Soya DUN2698~61722

DUN2698~59613

DUN2698~59615

DUN2698~59614

60 x 40 External Store Poster

ASize Portrait

ASize Landscape

Table Talker - DL

PAUSA BR AND GUIDELINES | JANUARY 2020 | 48

ETHICAL CREDENTIALS

J U LY 2 0 1 6

Requirements and Guidelines for Use of the Rainforest Alliance Trademarks

Rainforest Alliance Certified Mark

Pausa is Rainforest Alliance Certified, this mark is recognised by consumers around the world as the symbol of environmental, social and economic sustainability.

When using the mark we still maintain using the primary colours and fonts of the Pausa brand, but we must adhere to the Rainforest Alliance Certification ruling too.

A copy of this can be found in the Pausa Rainforest-Alliance Guide folder.

Rainforest Alliance C=56 M=0 Y=44 K=33

All marketing materials that carry the Rainforest Alliance mark in the layout, must adhere to the ‘Requirements and Guidelines for Use of the Rainforest Alliance Trademarks’ guide.

Please refer to the Rainforest Alliance PDF guide for further details.

C=93 M=74 Y=53 K=69 C=1 M=22 Y=86 K=0 C=40 M=5 Y=14 K=0

Typography

Avenir Next LT Pro Bold Avenir Next LT Pro Demi Avenir Next LT Pro Regular

ALL OF OUR BREAKFAST TEA & COFFEE IS

RAINFOREST ALLIANCE CERTIFIED

ALL OF OUR BREAKFAST TEA & COFFEE IS

TM

RAINFOREST ALLIANCE CERTIFIED

ETHICAL EXAMPLES Primary colours

Pausa logo should appear to support ethical credentials

Meaning your hot drink supports a healthier planet and an improved quality of life for farming communities

TM

Our tea and coffee is

RAINFOREST ALLIANCE CERTIFIED™

Meaning your hot drink supports a healthier planet and an improved quality of life for farming communities

Meaning your hot drink supports a healthier planet and an improved quality of life for farming communities

Baskerville Italic

DUN2475~56409

Wall Sticker

DUN2475~56409

Table Talker DL - Autumn and Spring Version

PAUSA BR AND GUIDELINES | JANUARY 2020 | 49

TONE OF VOICE EVERY THING WE WRITE COUNTS When you’re hungry or thirsty no-one wants to faff about deciphering tricky signage or labelling, so when we’re talking about what we offer, we get straight to the point. The same goes for pricing - we’re clear and upfront, and we’re proud to shout about it because we happen to offer great value.

Warm & welcoming, fun & friendly We’re all part of the family, and we want our customers to feel the same way, so we keep things simple, but always have room for a bit of fun language around seasonal events and special occasions.

We’re considerate Time is precious, so we keep the key message clear and easy to understand.

To increase engagement and encourage customers to join us to celebrate special and seasonal events, point of sale should include some fun and a little hint as to how, why and with whom they should be enjoyed.

Incorporate the campaign line where possible to tie in with all channel comms. Use language that ties in with the seasonality where possible to complement the offering.

NB: Ampersands (&) should only be used for titles sections and brand names, never used in sentences.

Explanatory copy should always be sentence case. e.g.

•

Egg-cellent Treats Hot cross bun with pot of tea or regular americano £3.10

•

Mum’s the word Cream tea for two Two scones with jam, clotted cream, and a choice or tea or a regular americano

•

Say I do to our Royal Wedding cupcake Only £1.85

ETHICAL CREDENTIALS EX AMPLE Where possible, demonstrate how we’re partnering the customer in a bigger picture beyond their immediate shopping experience, showing how our business principles live through all areas: •

We love to recycle Let us clear your table so we can recycle as much as possible

•

Rainforest Alliance Certified Every cup of tea and coffee supports a healthier planet and a better quality of life for the farmers who harvested it.

CHARIT Y SPONSORSHIP EX AMPLE

•

Cupcakes that care For every cupcake sold, we’ll donate 50p to Home-Start, who support UK families in times of hardship.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 51

PHOTOGRAPHY - STYLE & SIZES PHOTOGRAPHY SIZE GUIDE Final crop size that customers see, but extra image is preferred on each shot to provide freedom of moving it around on alternate layouts.

Standard ASizes, portrait and landscape - all scale in proportion A5 148 x 210mm A4 210 x 297mm A3 297 x 420mm Picture Tariffs, the two square sizes scale in proportion 580 x 470mm 580 x 580mm 696 x 696mm Table Talker DL Portrait 99 x 210mm

The background colour should always be dark enough to accommodate the text and frame which is white.

CHILL OUT

Copy should accommodate no more than one third of the page

REFRESHINGLY COLD AND FLAVOURSOME SUMMER DRINKS

LITTLE CHOC OF HORRORS

Product should accommodate roughly two thirds of the page.

TERRIFYINGLY DELICIOUS, THIS CREAMY HOT CHOCOLATE IS TOPPED WITH A SWEETLY SPOOKY STRAWBERRY DRIZZLE

This ratio ruling applies across the suite. The product is the hero.

from

£1.60

£2.80

8 x 6 Frame Portrait 152 x 203mm DUN2592~56655

60 x 40 Large external building posters Portrait 1525 x 1016mm A-Frame Double sided triangular board Portrait H760 x W500mm

DUN1758/45803

1.

Overall shot should reflect the season and/or a campaign.

2. All text and roundels should be in an area of easy legibility.

3. The background should be dark enough to accommodate white typography.

4. As text reads left to right, top to bottom, concepts use the price roundel to signoff. Hence the roundel positioning should always be on the right or centered beneath subtext.

5. The product is the hero, show close details.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 52

PHOTOGRAPHY - REFERENCE SIZES 60-40’s

Picture Tariffs x2 shot sizes

Table Talker

SOUPER STAR

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

(gluten free options available)

TOAST WITH THE MOST

SOUPER STAR

SOUPER STAR

BE BOWLED OVER BY OUR THAI CHICKEN & COCONUT SOUP AND WARM PETIT PAIN

8 x 6 Frame

ENJOY A BUTTERY, TOASTED FRUIT BREAD AND A REGULAR TEA OR AMERICANO EVERY DAY UNTIL 11.30AM

(gluten free options available)

(gluten free options available)

£3

£3.20

£3

£3

drink and toasted fruit bread

SUBJECT TO AVAIL ABILIT Y DUN2698

DUN2698

DUN2233/00000

Portrait W470 x H580mm

DUN2475/56398

DUN2475~56406

DUN2233/00000

580 x 580mm 696 x 696mm

DL Portrait W99 x H210mm

Portrait W152 x H203mm

scale proportionally DUN1758/45823

W1016 x H1525mm Large External Building Posters scales proportionally with the A-Frame size

ASizes, portrait and landscape

A-Frame

A5 148 x 210mm A4 210 x 297mm A3 297 x 420mm

SOUP AND SCONE DEAL

W500 x H760mm Double sided triangular board that is placed outside and inside stores

scale proportionally

OUR SATISFYING SOUPS ARE EVEN TASTIER WITH A RICH CHEESE SCONE ON THE SIDE

scales proportionally with the 60 x 40 size

(other scone flavours available)

SOUP AND SCONE DEAL OUR SATISFYING SOUPS ARE EVEN TASTIER WITH A RICH CHEESE SCONE ON THE SIDE

(other scone flavours available)

£4.20

£4.20

SAVE UP TO 60p

SAVE UP TO 60p

DUN1758/45864 DUN2454/56001 DUN1771/46405

DUN0000/00000

DUN1758/45823

PAUSA BR AND GUIDELINES | JANUARY 2020 | 53

PHOTOGRAPHY - REFERENCE SIZES FOR SOCIAL MEDIA Instagram Stories/IGTV 1080 x 1920 pixels or any 9:16 ratio

Instagram and Facebook 1080 x 1080 pixels 1:1 ratio

Please adjust the background so the pink is more subtle but still dark enough to hold and clearly read white text.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 54

PHOTOGRAPHY - STYLE PHOTOGRAPHY STYLE Food and drink photography has the ability to appeal to our customers’ emotions. Making them stop, look, and want to taste.

Showcase the real thing, but with a little bit of staging, and prop consideration.

PAUSA BR AND GUIDELINES | JANUARY 2020 | 55

PHOTOGRAPHY - STYLE EXAMPLES

PAUSA BR AND GUIDELINES | JANUARY 2020 | 56

PHOTOGRAPHY - STYLE EXAMPLES

PAUSA BR AND GUIDELINES | JANUARY 2020 | 57

GETTING IN TOUCH

AMANDA EDWARDS Senior Graphic Designer, Marketing Department Amanda.Edwards@dunelm.com

PAUSA BR AND GUIDELINES | JANUARY 2020 | 58