b.box Style Guide 2024

styleguide 2024

Welcome to our style guide!

Think of this as your go-to resource for creating content that feels uniquely b.box.

Whether you're writing a blog post, crafting social media updates, or designing marketing materials, this guide will help you maintain the b.box brand voice and look.

We've packed it with easy-to-follow tips on fonts, colours, tone and photography, ensuring everything we share is consistent and engaging. Don’t worry about memorizing every detail—just refer back here whenever you need a little inspiration or a quick check.

We’re excited to see how you bring b.box to life around the globe!

e B r a R e AV E w BOLD

RESPONSIBLE

AUTHENTIC

VISIONARY

EDGY

clever + cool products

quality, trusted + planet friendly

we understand parenting

innovation is key

we define trends

Our mission is to make parenting easier, by designing unique products that empower kids and parents. It's that simple.

Parenting on the other hand is anything but simple. Our b.box values are central to how we develop products to meet the complex needs of parents + kids around the world.

the heart of b.box we care about making parenting easier we create clever + cool products that empower kids we are smart, savvy + innovative we are approachable + friendly we love all types of families we get it. we understand that life with kids is often a challenge

we design differently we focus on function + aesthetics – products that work – products that are clever + cool we are truly unique we solve problems innovatively + creatively we design to minimise our environmental impact our products are a collaboration between designers, parents + kids

our tone of voice we are informal + friendly, with a comfortable informative tone

clever

modern

trusted

we are fun, modern, bold, clever + cool

cool

friendly

casual

neutral

formal

funny

neutral

serius

irreverent

neutral

respectful

enthusiastic

neutral

matter of fact

company brand marks

The b.box logo embodies our brand and is a key part of our brand identity Consistent correct use of the b.box logo strengthens our brand recognition Always use approved versions provided in this guide. Altering colours, proportions or orientations is not allowed The b.box word mark should always be presented in Pantone 513C with a blue full stop (circle) in-between b & box

Pantone R: 146 513C G: 57 100% B: 144 C:49 M:92 Y:3 K:0 Hex code 933282

Pantone R: 0 3125C G: 174 100% B: 199 C:84 M:0 Y:18 K:0 Hex code 00AEC7

Pantone R: 72 3125C G: 196 75% B: 215 C:62 M:5 Y:16 K:0 Hex code 49C4D7

Pantone R: 250 151C G: 131 100% B: 0 C:0 M:59 Y:100 K:2 Hex code FA8200

b.box styleguide

company brand marks

To preserve the b.box logo’s integrity, always maintain a minimum clear space around the brand

Clear space

This clear space isolates the logo from competing elements such as other logos and copy No other graphic elements including text, other than what is stated in these guidelines, should invade this zone USE THE HEIGHT OF THE FIRST ‘O’ TO DETERMINE CLEAR SPACE AROUND WORD MARK

Minimum Size 15mm 15mm (scale version)

*not to scale

b.box styleguide

company brand marks

The b.box logo embodies our brand and is a key part of our brand identity They are unique, and cannot be re-drawn, modified or re-configured in any way

1. Bird (Kirby*) and wordmark are to be used together on marketing communications, including websites, advertising, brochures, banners + press releases. It is the preferred brand representation

2. Black and white bird (Kirby*) mark to be used where mono printing is required

The b.box word mark should always be presented in Pantone 513C with a Pantone 3125C full stop in-between b & box

3. Outlined bird (Kirby*) and wordmark to be used on purple panel at bottom of advertising, marketing materials, or anywhere the logo must appear on a dark/conflicting background

The b.box logo should only appear in format as listed in this style guide

4. The word mark is to be used as the brand identifier on physical products, and packaging, or where space does not permit the use of the bird (Kirby*)

5. Black and white word mark to be used where mono printing is required.

6. The word mark in reverse is to be used on the purple panel or where it is visually clearer, such as on an image *Kirby is a name used internally only

b.box styleguide

Kirby*

Kirby* represents the b.box brand. He is friendly, clever + cool He is used to add personality to our printed and online materials including packaging, websites, catalogues and presentations Kirby is fun and playful and iconically b.box incorporated into our product design and part of our family The name Kirby should never appear on packaging or as part of the logo *Kirby is a name used internally only

When used independently of the b.box brand logo (word), the Kirby* bird icon should be either full colour or grey scale

b.box styleguide

company fonts

Our company fonts reflect our brand personality + ensure consistency across all platforms b.box fonts should always be used in consumer advertising, graphics, artwork + anything consumer facing Company presentations representing the b.box brand should always use these fonts All b.box fonts are clear + legible to increase accessibility

abcdefghi 1234567890

VAG Rundschrift D

abcdefghi 1234567890

Helvetica Neue LT Com 45 Light

abcdefghi 1234567890

VAG Rundschrift D Light

abcdefghi 1234567890

VAG Rounded LT Pro Bold

abcdefghi 1234567890

Primary headings – VAG Rundschrift D – to be written in lower case.

No full stops. (If VAG Rundschrift is used for body text then full stops and upper case letters should be used where appropriate).

Second tier heading – Helvetica neue – first letter, upper case, rest of text in lower case. Full stops.

Second tier heading – VAG Rundschrift D Light – first letter, upper case, rest of text in lower case. Full stops.

Primary headings – VAG Rounded LT Pro Bold – to be written in lower case. No full stops. (If VAG is used for body text then full stops and upper case letters should be used where

Postcards From Paris Consumer quotes, call out lines, titles and fun text – always lower case (all letters). No full stops.

b.box styleguide

editorial style

language •

All copy generated by our b.box corporate team to be written in modern UK / Australian English for all international communication. Copy can be translated into other languages for use by distributors + partners globally

•

US English is totally fine for US centric publications, activities or marketing communications

•

Copy should embrace an active voice and should reflect the brand ethos of being fun, modern, bold, clever + cool

•

Keep language message-driven + dynamic

•

We are informal and friendly, with a comfortable informative tone

•

We ‘get it’. We understand the ups and downs of parenting + are here to make parenting easier.

We are not preachy, or ‘know it all’ – we encourage a sense of community and ‘we are in this together’

•

We can be cheeky + communicate with a sense of humour. We are never crass + always classy

•

The b.box brand advocates healthy eating, family life - all types of families + all elements of family life , community, good relationships, friendship, well-being, fun, love, laughter, creativity, positivity + innovation. We expect that the product is never pictured or described in any situation that is contrary to these themes

•

The use of AI is permitted for drafts only. If any copy is generated using AI it must be thoroughly proofread and transformed into the b.box editorial style. b.box product copy and product details, including trade materials, cannot be uploaded as prompts for AI services

•

We never give any opinions to consumers or trade that may be construed as medical or legal advice

we are informal + friendly, with a comfortable informative tone we are fun, modern, bold, clever + cool

b.box styleguide

editorial style punctuation •

“Quotation marks – double”

•

Wherever possible and appropriate please use the ‘+’ sign to replace the word ‘and’

•

Hyphen usage sparingly. For example, preference PVC free not PVC-free

•

When using bullet points - first letter of each bullet point to be upper case, all words thereafter in lower case. Start of new sentence upper case. No full stop at the end of each bullet

•

In body text, upper case letters should be used at the beginning of every sentence and full stops used at the end of every sentence

•

Product names should always be written in lower case. The exception is where capitalisation is necessary to optimise SEO or keyword search performance and when using abbreviated product names, ie insulated food jar should read as IFJ not ifj

product details •

When describing b.box products including features, benefits, how to use, how to clean etc, always refer to the product spec sheet found in the global toolkit for the most up to date descriptions, terminology and hierachy of USP's (unique selling propositions). This ensures that globally our products are communicated accurately and consistently

collaboration representation •

When engaging or collaborating with content creators, influencers or other brands, avoid the use of the 'x' to represent the collaboration in any context ie Jane x b.box or b.box x Jane. The use of the 'x' implies an official b.box approved brand collaboration or exclusivity. Use is strictly limited to company approved partnerships such as Disney x b.box.

colour palette

primary colours

additional colours

b.box styleguide

colour palette 50% + 25% with hex code primary colours

#933282

#00AEC7

#49C4D7

#FA8300

#C998C0

#80D6E3

#A4E1EB

#FCC180

#E4CCE0

#BFEBF1

#D1F0F5

#FEE0BF

#49C5B1

#396492

#F9EF6F

#E277CD

#FF585D

#47A23F

#006975

#A4E2D8

#9CB1C8

#FCF7B7

#F0BBE6

#FFABAE

#A3D09F

#80B4BA

#D1F0EB

#CDD8E4

#FDFBDB

#F8DDF2

#FFD5D6

#D1E8CF

#BFD9DC

#EEDAEA

#C9E9E6

#D6D7D5

#E8E3E3

#D6D2C4

#F6ECF4

#E4F4F2

#EAEBEA

#F3F1F1

#EAE8E1

#FBF6FA

#F1F9F9

#F5F5F4

#F9F8F8

#F5F4F0

#605D75

#C48490

#BFCEC2

#DEA8DD

#AFAEBA

#E1C1C7

#DFE6E0

#EED3EE

#D7D6DC

#F0E0E3

#EFF3F0

#F7E9F6

additional colours

b.box styleguide

colour palette pantone, rgb, cmyk + hex code equivalents primary colours

Pantone R: 146 513C G: 57 100% B: 144 C:49 M:92 Y:3 K:0 Hex code 933282

Pantone R: 0 3125C G: 174 100% B: 199 C:84 M:0 Y:18 K:0 Hex code 00AEC7

Pantone R: 72 3125C G: 196 75% B: 215 C:62 M:5 Y:16 K:0 Hex code 49C4D7

Pantone R: 250 151C G: 131 100% B: 0 C:0 M:59 Y:100 K:2 Hex code FA8200

Pantone R: 73 3258C G: 197 100% B: 177 C:64 M:0 Y:39 K:0 Hex code 49C5B1

Pantone R: 57 653C G: 100 100% B: 146 C:61 M:32 Y:0 K:43 Hex code 396492

Pantone R: 249 100C G: 239 100% B: 111 C:5 M:0 Y:70 K:0 Hex code F6EB61

Pantone R: 226 2375C G: 119 100% B: 205 C:15 M:62 Y:0 K:0 Hex code E277CD

Pantone R: 255 178C G: 88 100% B: 93 C:0 M:80 Y:56 K:0 Hex code FF585D

Pantone R: 238 7436C G: 218 100% B: 234 C:4 M:15 Y:0 K:0 Hex code EEDAEA

Pantone R: 146 9480C G: 57 100% B: 144 C:14 M:0 Y:1 K:9 Hex code C9E9E6

Pantone

100% B: 206 C:0 M:0 Y:1 K:18 Hex code D6D7D5

Pantone R: 208 434C G: 196 100% B: 197 C:8 M:8 Y:7 K:0 Hex code E8E3E3

Pantone R: 214 151C G: 210 100% B: 196 C:15 M:13 Y:21 K:0 Hex code D6D2C4

Pantone R: 96 2363C G: 93 100% B: 117 C:66 M:62 Y:36 K:15 Hex code 605D75

Pantone R: 196 694C G: 132 100% B: 144 C:23 M:55 Y:3 K:1 Hex code C48490

Pantone R: 192 5595C G: 206 100% B: 194 C:25 M:11 Y:24 K:0 Hex code BFCEC2

Pantone R: 222 2065C G: 168 100% B: 221 C:12 M:38 Y:0 K:0 Hex code DEA8DD

additional colours

R: 208

COOL GREY 2C G: 208

Pantone R: 68 7738C G: 167 100% B: 52 C:75 M:12 Y:100 K:1 Hex code 47A23F

Pantone R: 0 2238C G: 105 100% B: 117 C:90 M:44 Y:45 K:16 Hex code 006975

b.box styleguide

photography style lifestyle talent

Our lifestyle talent photography showcases babies, toddlers + kids using our products in real locations.

These images are created by the Global Marketing Team for selected products Minimal props should be used. Focus is on the child and the product.

Minimal clutter – settings should be clean + minimal, with complementary colours in the background Images should always be taken with background to spare so images can be cropped to various sizes. Mix of cropping styles to add interest Photography should always be useable in landscape and portrait final formats

b.box styleguide

photography style influencer + user-generated images

b.box values authenticity, diversity + the importance of accurate representation.

Where on-location lifestyle imagery is required, local content creators can best capture the people, environment, style + culture of your region, connecting your consumers with the b.box brand in a more meaningful way Please refer to these same guidelines when briefing creators or selecting images + content for use

b.box styleguide

photography style Our photography is a crucial part of our brand style and feel. Photography and imagery are often the only visual communication available to consumers.

It is important that our images tell the b.box story.

Guidelines around b.box general photography

•

Product age grading and talent age should always align appropriately in any imagery

•

Product images should always reflect the product being used appropriately, correctly and safely

•

Where suitable, we love to see the b.box logo clearly visible

•

Images must not show any other branding of any kind (photoshop out branding on prams, highchairs etc) and must not include any competitor products whatsoever

•

Any food and drink shown in b.box images should reflect a balanced diet and be age appropriate to the talent in the image

•

To present our brand in its best light, all images should show the talent and product in a clean, neat state and environment. While dribbles, spills and mess are a normal part of life with kids, they don't always translate well visually and can be a turn off for some customers

•

All b.box assets, including photography and videography that feature b.box products, remain b.box IP. The exception is UGC created under contract

b.box styleguide

photography style studio talent

Our talent photography features babies, toddlers + kids using our products in staged settings Minimal props are used. The focus is on the child + the product Complimentary colours - from our branded colour palette are used on backgrounds A mix of cropping styles can be used to add interest Images should always be taken with background to spare so images can be cropped to various sizes Photography should always be usable in landscape and portrait final formats

b.box styleguide

photography style styled product

Our styled product photography features our products in use in staged settings Minimal props are used. The focus is on the product Complimentary colours - from our branded colour palette are used on backgrounds Images should always be taken with background to spare so images can be cropped to various sizes Photography should always be usable in landscape and portrait final formats

b.box styleguide

photography style product

Our product photography captures our product without shadow for use on online listings, for product reference + for general use No food should be used All images are deep etched and on white backgrounds

b.box styleguide

photography style images with call outs

Our editorial style images include the main features or selling points of each product For use on online listings or social promotion where more information is required Call outs should be as succinct as possible

b.box styleguide

illustration

Pantone R: 146 513C G: 57 100% B: 144 C:49 M:92 Y:3 K:0 Hex code 933282

Pantone white

Pantone R: 0 3125C G: 174 100% B: 199 C:84 M:0 Y:18 K:0 Hex code 00AEC7

Pantone R: 72 3125C G: 196 75% B: 215 C:62 M:5 Y:16 K:0 Hex code 49C4D7

R: 0 G: 0 B: 0 C:0 M:0 Y:0 K:0 Hex code FFFFFF

what a great idea that's clever

tips to dry a sponge

b.box styleguide

bright ideas

how to use our style guide

our style guide in action catalogues Catalogues use a combination of brand colours + fonts, and illustrated graphic fonts. Talent images can be clipped on full colour backgrounds or used with lifestyle backgrounds

b.box styleguide

our style guide in action campaign assets for 2 in 1 suction plate launch

The 2-in-1 suction plate is a modular mealtime hero!

With a strong silicone suction base, it sticks and stays through any mealtime mayhem.

learn more

b.box styleguide

our style guide in action campaign assets for silicone bib launch

tapered shoulders allow greater arm movement

neck straps adjust as baby grows

smooth cushioned comfort edge

non-sticky surface

'stay open' pocket catches more spills

b.box styleguide

our style guide in action back to school campaign assets

school mode

school mode

b.box styleguide

our style guide in action general campaign assets

b.box styleguide

our style guide in action point of sale display

#lovemybbox

#lovemybbox

#lovemybbox

#lovemybbox

#lovemybbox

#lovemybbox

b.box styleguide

our style guide in action stickers for retail windows

sold here official stockist

#lovemybbox

b.box styleguide

https://bboxforkids.sharepoint.com/sites/BboxGlobalToolKit

For access to our global toolkit please contact globaltoolkit@bbox.com