TREAT PACKAGING STYLE GUIDE SPRING 2015 A technical guide to designing treat packaging for the Dogswell brand. FILE LOCATION: Marketing/Design/*DESIGN PROJECTS/141103_Packaging Style Guide 2.0 /Packaging Style Guide 2.0_update 150422 LAST UPDATED: May 26, 2015 9:43 AM
STYLE GUIDE TABLE OF CONT ENTS 3
BRAND OVERVIEW About Dogswell & Sub Brands Introduction Our Mission Brand Architecture
7
LOGO Design & Correct Usage Components Orientation Minimum Size Color Variations Negative Space Incorrect Usage
17 LAYOUT
Front & Back Panels Front Panel: Overview Front Panel: Master Brand Hierarchy Front Panel: Vitality Sub Brand Front Panel: Happy Hips Sub Brand Front Panel: Super Boost Sub Brand Front Panel: Boundless Sub Brand Back Panel: Brand & Romance Copy Back Panel: Nutritional Information Back Panel: Barcodes Back Panel: Barcode Illustrations Product Window
29 TYPOGRAPHY Fonts to Use
14
COLOR PALETTE Brand & Sub Brand Colors Primary Colors Secondary Colors
Primary Font Accent Fonts Layout Type Treatment
33 ADDITIONAL ICONS & CALLOUTS Remaining Design Elements Country of Origin Icon Product Photography
TABLE OF CONTENTS LOGO
OVERVIEW PAGE 2
BRAND OVERVIEW ABOUT DOGSWELL & SUB BRANDS
LOGO BRAND
OVERVIEW
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BRAND OVERVIEW INT RODUCTION Brands don’t need to go out for a walk or get a good scratch behind the ears, but in their own way they need to be nurtured and cared for to maintain their full potential. These guidelines have been developed to introduce you to our logo and the various graphic components that make up our visual system for Dogswell and Catswell treat packaging. Just like any other system, the components need to be put together in the right way to get the desired effect. This will help us showcase our visual identity as consistently as possible, because how our brand is visually communicated and perceived is our responsibility.
BRAND
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BRAND OVERVIEW Our Mis si on
At Dogswell, we’re on a mission to make pets as happy and healthy as they make us. That means making high-quality, delicious food and treats that they love today, with proactive benefits that keep them running, jumping and playing for years to come.
We are committed to making high quality food and treats that are always:
Great tasting
With added vitamins and supplements for Proactive Wellness
Made with simple, real food ingredient s
Made using preservatives from natural or mineral sources
BRAND
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MASTER BRAND Br AND ARCHIT ECTURE Master Brand (Lead):
Master Brand Descriptor: With Added Vitamins & Supplements for Proactive Wellness
Sub Brand
VITALITY�
HAPPY HIPS �
SUPER BOOST™
BOUNDLESS™
Health Benefit
for Holistic Wellness
for Hip & Joint Wellness
for Immunity Support
supports Healthy Bones & Teeth
Health Benefit RTBs
Vitamins A and E, Omega FattyAcids
Glucosamine & Chondroitin
Antioxidents: Vitamins A, C, E, Super Fruits, Beta-Carotene
With added Calcium
Product Lines
Jerky Grillers Bars Strips Meatballs Duets™
Jerky Grillers Bars Strips
Squares Veggie Chews
Long Lasting Chews
BRAND LOGO
OVERVIEW
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LOGO
DESIGN & CORRECT USAGE
LOGO
OVERVIEW
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LOGO COMPONENTS
Our logo has two components: the symbol and the wordmark. These components are never separated from one another. Each of these components has been carefully drawn and their relationship to each other carefully proportioned—they should never be altered or distorted. While the trademark symbol (™) isn’t considered one of the logo’s components, it’s always present when reproducing the logo.
Dogswell Symbol
Trademark Symbol
Dogswell Wordmark
The Catswell logo is made up of the same components except, of course, the symbol is a cat’s face. Catswell Symbol Trademark Symbol Catswell Wordmark
LOGO
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LOGO ORI ENTATION Vertical Orientation
Horizontal Orientation
value of x
value of x
Small Vertical Orientation
Small Horizontal Orientation
Our logo is oriented in two ways: vertically and horizontally. The vertical logo is preferred and is used in most applications. The horizontal logo is used only when there’s not enough vertical space for our preferred logo. Each logo has been carefully drawn and proportioned and should never be altered or re-created. The width of the Dogswell wordmark (indicated by X) remains constant but the size of the Dogswell symbol differs between the vertical and horizontal orientations. Small use configuration: In addition to the vertical and horizontal logos, we’ve created a small logo configuration (see page 10 for minimum size details). The only difference between the preferred version of the logo and the small use version is the trademark symbol’s size has been increased for added legibility. These same logo orientations and configurations have been created for the Catswell logo.
1 inch width
1 inch width
LOGO
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LOGO Minimum Size Minimum Sizes The logo can be scaled up really large, as large as you need, but it should never be used at sizes smaller than the recommended minimum sizes shown here. When the logo needs to be 1/2� wide to 1� wide, use the small use version; use the preferred logo when the logo needs to be larger than 1�. In special cases, like promotional items, the small configuration may be reduced to less than the recommended minimum size. These cases need to be carefully considered. Since the wordmark is the same width in the horizontal logo as in the vertical logo, the same rules apply to the horizontal versions. The same minimum size rules apply to all the Catswell logos.
Preferred vertical logo at minimum size
Small use vertical logo at minimum size
1/2 inch width 1/2 inch width
Maximum size for small use vertical logo
1 inch width
LOGO
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LOGO Color Va ri ati ons Preferred variation Positive
Alternate variation Reverse
There are only two color variations for our logo: positive (preferred) and reverse. Our positive logo, the one we want used most often, is Dogswell Brown and is placed on a white or light-colored background. The alternate, or reverse variation, is white. When on a solid color background, its preferred usage is against orange. Alternate variation - Reverse Please note the difference between the positive and reverse logos. They are specific in their usage. Do not alter their color (i.e. change the positive brown to white, etc.). These same color variations have been created for Catswell.
LOGO
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LOGO negative s pace
We all need a little breathing room sometimes and so does our logo.
x value x value
This means leaving plenty of space around the logo for maximum visibility. Clear space is just what it sounds like: space that’s free of text, imagery or other graphics that could distract from the logo.
x value x value
Clear space is derived from x, which is measured by the height of the wordmark. Minimum clear space must always be at least 1x all around the logo. For example, when the horizontal logo “Dogswell” width is 3.14 inches (without the tradmark) and its height is 0.5 inches, the x value is 0.5 inches.
x value
x value Clear space rules are the same for all color variations and configurations. These same rules apply to the Catswell logos too.
x value
x value
x value
LOGO
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LOGO Incorrect Us age
There are a lot of ways to misuse our logos.
Do not mix Dogswell & Catswell Logos
Do not alter the configuration of the logo elements
Do not place logo in a specific holding shape
Do not change color of the logo
Do not change the brown (positive) vertical logo to white (reverse)
Do not change the brown (positive) horizontal logo to white (reverse)
LOGO
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COLOR PALETTE BRAND & SUB BRAND COLORS
LOGO COLOR
OVERVIEW
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COLOR PALETTE PRIMA RY COLORS PRIMARY COLORS (Brand): We have two color palettes: primary and secondary. This assures that our customers can recognize our products on store shelves just by the colors we use on our packages. Our primary palette consists of five core colors. Brown and orange are used in the two color variations of our logo. All five primary colors also define the various sub brands. Brown (PMS 7519C) is the lead color for the Dogswell logo and branding. Orange (PMS 165C) is used to reinforce the Dogswell brand and is the default background color for the reversed out white Dogswell logo. The remaining primary colors are used to identify our Sub Brands and can also be used to support Dogswell branding.
DOGSWELL BROWN
DOGSWELL ORANGE
R 94 G 75 B 60 HEX: 5E4B3C C 24 M 42 Y 45 K 68
R 255 G 103 B 31 HEX: FF671F C 0 M 70 Y 100 K 0
PANTONE 7519C
PANTONE 165C
PRIMARY COLORS (Sub Brand): HAPPY HIPS BLUE PANTONE 3005C
VITALITY ORANGE R 0 G 119 B 200 HEX: 0077C8 C 100 M 31 Y 0 K 0
PANTONE 165C
SUPER BOOST RED
BOUNDLESS PURPLE
PANTONE 199C
PANTONE 254C
R 213 G 0 B 50 HEX: D50032 C 0 M 100 Y 72 K 0
COLOR LOGO
R 255 G 103 B 31 HEX: FF671F C 0 M 70 Y 100 K 0
R 152 G 29 B 151 HEX: 981D97 C 48 M 96 Y 0 K 0
OVERVIEW
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COLOR PALETTE S ECONDA RY COLORS Additionally, our primary palette is supported by a secondary color palette. These colors correspond with our flavors and can be used as accent colors.
SECONDARY COLORS (Flavor):
CHICKEN GREEN PANTONE 7489 C
R 116 G 170 B 80 HEX: 74A A50 C 56 M 2 Y 78 K 5
TURKEY GREEN
SALMON TURQUOISE
BEEF BLUE
DUCK PURPLE
LAMB PURPLE
PANTONE 7726 C
PANTONE 320 C
PANTONE 639 C
PANTONE 7678 C
PANTONE 7649 C
R 0 G 123 B 75 HEX: 007B4B C 100 M 0 Y 93 K 29
BACON RED
BISON RED
PANTONE 7597 C
PANTONE 1807 C
R 209 G 65 B 36 HEX: D14124 C 0 M 85 Y 100 K 4
R 0 G 156 B 166 HEX: 009C A6 C 96 M 0 Y 31 K 2
R 0 G 149 B 200 HEX: 0095C8 C 99 M 1 Y 5 K 5
R 104 G 71 B 141 HEX: 68478D C 74 M 85 Y 0 K 0
R 138 G 27 B 97 HEX: 8A1B61 C 30 M 100 Y 0 K 20
R 164 G 52 B 58 HEX: A4343A C 10 M 93 Y 71 K 33
LOGO COLOR
OVERVIEW PAGE 1 6
LAYOUT FRONT & BACK PANELS
LOGO LAYOUT
OVERVIEW
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LAYOUT FRONT PANEL: OVERVI EW The front panel of our treats was designed to communicate our key messages in an easy-to-shop information grid. Tear Here Resealability instructions (when applicable)
Master Brand Plays a lead role
Sub Brand
Sub Brand Color • • • •
Vitality orange Happy Hips blue Super Boost red Boundless purple
With pro-active health benefit lock-up
Product Photography Product Windows Vertical, flanked product windows; size adjusted as necessary for full product appearance
Treats for Dogs Net Weight No decimal place on grams
3 RTBs (left to right) • Supports the pro-active health benefit claim • Highlights USP of the product • Natural cues; i.e.“the No’s”
Flag Icon • “Made in the USA” or • “Made in the USA with” icon & copy • Omit flag if cannot make “Made in the USA” claim
LAYOUT
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LAYOUT FRONT PANEL: MASTER BR AND HIER A RCHY
Our master brand should be front and center, the first thing you see on the packaging and leave a lasting impression. We want our signature to be well received and readable, that’s why we left a little negative space around our logo to really make an impact. The first thing customers should read and see is Dogswell.
DOGSWELL BROWN PANTONE 7519C R 95 G 74 B 59 HEX: 5F4A3B C42 M72 Y50 K51
LAYOUT
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LAYOUT FRONT PANEL: VITALIT Y SUB BR AND
VITALITY Both Vitality and the Dogswell master brand use the same orange color. The color orange radiates warmth and happiness, combining the physical energy and stimulation of red with the cheerfulness of yellow. Since Vitality products offer a broad range of proactive wellness benefits, it has the most overlap with the Dogswell brand promise and thus, shares a similar visual identity.
Sub Brand Color • Vitality orange - PMS 165C
Sub Brand Health Benefit
Fortification Reason-To-Believe • To support holistic wellness claim all of our Vitality sub brand treats have Omega Fatty Acids and Vitamins A & E
LAYOUT
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LAYOUT FRONT PANEL: HAPPY HIPS SUB BR AND
HAPPY HIPS Happy Hips promotes proactive wellness for an acute health benefit—hip and joint wellness. These attributes naturally lend themselves to blue, a color that represents trust, care and authority.
Sub Brand Color • Happy Hips blue - PMS 3005C
Sub Brand Health Benefit
Fortification Reason-To-Believe • To support hip & joint wellness claim all Happy Hips sub brand treats have added Glucosamine & Chondroitin to maintain joint health
LAYOUT
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LAYOUT FRONT PANEL: SUPER BOOST SUB BR AND
SUPER BOOST The Super Boost sub brand color is a deep pinkish red, a strong and energizing color. Red suits this sub brand because Super Boost products are made with antioxidant-rich ingredients like Vitamins A, C, and E that promote a healthy immune system.
Sub Brand Color • Super Boost red - PMS 199C
Sub Brand Health Benefit
Fortification Reason-To-Believe • This statement backs our immunity support claim stating that the treat is naturally high in antioxidants with added vitamins.
LAYOUT
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LAYOUT FRONT PANEL: BOUNDLES S SUB BR AND
BOUNDLESS The Boundless sub brand color is a violet purple, which represents creativity and inventiveness. This color lends itself to the sub brand because Boundless products seek innovative ways to promote healthy bones and teeth through product forms and ingredients.
Sub Brand Color • Boundless purple - PMS 254C
Sub Brand Health Benefit
Fortification Reason-To-Believe • This statement backs our healthy bones and teeth claim stating that the treat is ...
LAYOUT
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LAYOUT BACK PANEL: BR AND & ROMANCE COPY
The back panel is just as important as the front panel. If the front panel brings the consumer in, the back panel romance copy seals the deal.
Master Brand Sub Brand Proactive Health Benefit • On the back panel we use our horizontal logo to help balance the information heavy layout
Product specific romance copy • Engaging lead-in statement • Product form unique selling point • Highlighted source of protein or main ingredient proactive health benefit • Reason(s) to believe closing line • The copy should be straight forward, light and engaging • Mention of dogs (or cats) should be gender neutral • Copy flow should be consistent
LAYOUT
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LAYOUT BACK PANEL: Nutriti onal Informati on
Nutritional information is consistent in placement, leading with ingredients and guaranteed analysis in a simple, clean layout.
Ingredients (see QA/AAFCO for full detail) • • • •
Feeding Guidelines
Listed from highest to lowest concentration Each ingredient begins with a capital letter Ingredient list ends with a period *Exceptions apply via AAFCO
• Information may vary by product line
Our “NO” Statement
Guaranteed Analysis (see QA/AAFCO for full detail)
• Leads with omitted “fillers” • Closes with “no artificial colors, flavors or preservatives” • May vary by product line
• Guarantee begins with a capital letter (min) and (max) all lowercase • Percentages are carried out to tenth decimal place
• “Made in the USA” or • “Made in the USA with” icon and copy • Omit flag if cannot make “Made in the USA” claim
Irradiation Icon • Icon included when applicable FC42198
AAFCO statement (when applicable) Preservative statement Flag Icon
Address & Contact • Standard across all products • PO Box address listed for mailing purposes
Material Number
LAYOUT
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LAYOUT BACK PANEL: Ba rCodeS
Each product SKU has a specific cooresponding barcode.
PC46931
• Barcodes can be used horizontally or vertically on the packaging. • Barcodes must have a white background • Material numbers are located to the right side of each barcode. Material numbers indicate in which batch the product was produced.
Barcode
PC46931
Barcodes are created by and provided by the packaging printer. FPO barcodes are typically used until provided.
Material Number
SKU
LAYOUT
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LAYOUT BACK PANEL: Ba rCode illustr ati ons
We’ve created a set of sub brand specific illustrations that are used only with the barcode — acting as a sign-off on our packages. They show our best buddies active and at play. They’re always silhouetted in Dogswell Brown and are placed right on top of the barcode. They sometimes even interact a little with the barcode itself. These are the only barcode illustrations available.
FPO
0
HAPPY HIPS
VITALITY
SUPER BOOST
0 0000
00000
0
BOUNDLESS
LAYOUT
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LAYOUT PRODUCT WINDOW The product window on our treat packaging allows the consumer to see the product inside the bag. There are two different product windows: side and front.
Side Product Windows
Front Product Windows
LAYOUT
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TYPOGRAPHY FONTS TO USE
LOGO TYPOGRAPHY
OVERVIEW
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TYPOGRAPHY Prima ry FONT
Our typefaces are friendly and casual. They help our designs look consistent. It’s important to use our fonts consistently so our customers can tell our products apart, but still know they’re ours.
Primary font Our primary typeface is Apex Rounded. It’s a modern, sans serif typeface, which means it doesn’t have those little ”feet” at the top and bottom of the letters. We use this typeface for important things like headlines, body copy and legal text because it’s easy to read. It’s available in OpenType format and a web font for both Mac and PC platforms. Use only the weights shown. We don’t want to confuse folks by using too many different weights.
Primary Typeface
Apex Rounded Bold Apex Rounded Medium Apex Rounded Book
TYPOGRAPHY
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TYPOGRAPHY Accent FONTS
Accent font We’ve also selected an accent typeface: The Hand. As suggested by its name, it’s hand drawn, reinforcing the artisanal feel of our packaging. It also adds a playful flair to subheads and headlines. We use only the bold weight of this font. At large sizes (approximately 40 pt and larger) we use the typeface as is, but at smaller sizes we can use the “extra black” font weight to make it sturdier. Do not use this font for body copy.
Micro font Sometimes with packaging, a large amount of information needs to be squeezed into a very small space. For these instances when the font size must be very small (9 pts and smaller), to increase legibility, we use Open Sans Condensed or Open Sans Condensed Bold.
Accent Typeface for display typography - 40 pt & larger
the hand BOLD Accent Typeface at smaller sizes - under 40 pt
THE HAND EXTRA BLACK
Micro Fonts - under 9 pt
Open Sans Condensed Light Open Sans Condensed Bold
TYPOGRAPHY
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TYPOGRAPHY L AYOUT T YPE TRE ATMENT We have very specific type treatment on our packaging: the following outlines the typefaces, font sizes, leading, kerning and even color rules for different brand elements.
Master Brand • Our Logo uses Apex Rounded: Book and Bold weights
Sub Brand • Our Formula and wellness claim are Apex Rounded, Heavy and The Hand, Black weight. The Kerning for the formula should be set to optical and around 60 with slight changes depending on specific letter patterns. The wellness claim is set in The Hand with kerning set to optical and around 75. The total x-height of the wellness claim should be about 85% of the x-height of the formula
Net Weight & Dog Treat Disclaimer • The Hand font; weight: Black, optical, kerning 75 • Glyph Dot set in Apex Rounded Book both the same size 9.5-12 pt
Tear Here • set in The Hand font, Black weight; always 8 pt size regardless of bag size; kerning set to 75 pt
3 RTBs (reasons to believe) • The RTBs are set in The Hand font; Extra Black weight; kerning set to optical; size around 75 pt
Form & Flavor • Both flavor and form are set in Apex Rounded typeface • Flavor has a weight of bold; kerning optical; sizeset around 10pt • Product line form has a weight of Heavy; kerning set to optical and around 40 pt • Form and flavor titles are set in the center of the box, center aligned with each other not the whole layout like the sub brand and benefit
TYPOGRAPHY
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ADDITIONAL ICONS & CALLOUTS REMAINING DESIGN ELEMENTS
ICONS & CALLOUTS LOGO
OVERVIEW
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ICONS & CALLOUTS Country of Origin Icon
Made in the U.S.A with American Flag: • Used on finished products that are manufactured in the U.S.A. AND contain 95% or more ingredients sourced from the U.S.A by: • Relative weight in the finished product AND • Relative ingredient manufacturing cost
Made in the U.S.A with (insert protein/ ingredient qualified by source): • Used on products that are manufactured in the U.S.A AND whose combined labeled protein source (e.g., New Zealand Lamb) AND U.S.A.-sourced ingredents total 95% or more of the finished product by: • Relative weight in the finished product AND • Relative ingredent manufacturing cost
ICONS & CALLOUTS
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ICONS & CALLOUTS Pr oduct Photogr a phy
The type of photography we use on our treat packaging is unique and a signature of our packaging. More importantly it helps consumers define specific forms. Because Jerky and Strips are two different products they may actually look similar in the packaging window of the bag. Therefore, we needed a visual to help consumers find the form of treat they are looking for at a glance. Using multiple treats creates a more interesting shape to contrast the box graphic that contains text for the form and flavor. We want to show our treats in the best light, literally! It’s important that the lighting and angle for all package photos look the same. Shooting our products at a 45 degree angle helps show allWWW the grooves, curves, textures and in some cases ingredients.
✓ ICONS & CALLOUTS
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