LivWell Brand Book

Strategy

This brand book lives to guide your understanding of our brand—why it exists, how it sounds and what it looks like. It will help inspire your creative representation of LivWell in all communications to ensure that we are always positioned consistently.

Target S trategy

“I am into grinding my own flower and I know what I like. However, I also like to hear about the new things on the market and try those out as well to mix it up a bit. I prefer to have one dispensary that is my go to but I base that on how knowledgable the budtenders are, easy ordering, and if they have a good loyalty program. These things do matter to me because if I am going to give you my business, then you should give me solid recommendations that I can trust and reward me for my continued loyalty.”

Group of people that our product & brand will most likely appeal to.

Personal Facts

Age: 32

Occupation: Associate Director of Marketing

Average Income: $65k

Relationship Status: In a relationship

Education: College degree

Hobbies: Spending time with friends and family, hiking, catching a movie at home, going to concerts with friends, being outdoors

Shopping Behavior

• Prefers flower and pre-rolls but has gotten into trying more products like edibles and vapes

• Mid-level user so tends to go to the store to get what he needs every week or two

• Knows the products and is familiar with the brands but always is interested in hearing about a new product or strain.

• Tends to be loyal to his brands and his dispensary. How the budtenders work with him, being part of a good loyalty program, the dispensary location, and the overall feel matter to him.

• Spends on average ~ $75 per week in dispensary

Favorite West Coast Brands: Jungle Boys, Nativ, Camino, Kiva, Lowell Farms, Chong’s Choice, Heavy Hitters, Alpine

Brand Positioning S trategy

STRATEGY | BRAND POSITIONING | CONSUMER INSIGHT

Interpretation of trends in human behavior which aim to increase the effectiveness of our product with our consumer.

How come something with such potential is still so limited?

STRATEGY | BRAND POSITIONING | BRAND PURPOSE

The brand’s point of view on why it exists in this world. To the cannabis can accessible to

Functional benefit that aims at providing access in multiple levels: price, portfolio, location, regulation, legalization and information.

What the brand commits to deliver. What is the most important emotional and functional benefits?

Emotional benefit that crosses both dimensions::: being & doing well.

To make the good cannabis can do accessible everyone.

To make cannabis widely available so everyone can easily enjoy and share its multiple benefits.

STRATEGY | BRAND POSITIONING | BRAND ASSETS

The critical and enduring assets of the brand that will enable the brand to deliver on its promise.

A unique combination of superior operational expertise with a people-centric culture that pushes the company’s purpose forward.

STRATEGY

| BRAND POSITIONING | BRAND CHARACTER

Someone who genuinely cares about being well and doing well, and will strive to achieve it.

Tone of Voice Values

Honest Driven

Audacious

Proud

Altruistic

To be truthful about your life and yourself

To overcome obstacles, make things happen

To experiment, fail fast

To stand behind what we do

STRATEGY | BRAND POSITIONING | BRAND CHAMPIONS

People who will actively advocate for the brand because they connect with its values and ideals through its purpose and promise.

THE CANNABIS NATIVE

People who actively advocate in favor of consuming cannabis as a way of improving life.

Manifesto S trategy

Freedom. Independence. Choice.

In a country shaped by the ideals of wellbeing and progress,

People can pave their way towards their goals.

pave towards goals.

After decades in the dark, enduring prejudice and discrimination...

the legalization of cannabis has fueled a growing movement to bring its multiple benefits to light.

wellbeing

Challenges mainstream

But despite positive implications for people’s health and

Challenges to make cannabis mainstream are still immense.

people can grow it, buy it, and use it.

Our purpose is to make good cannabis accessible for everyone.

That’s why we champion a continuous endeavor towards increasing availability, and consequent normalization, of cannabis on multiple levels.

STRATEGY | OUR MANIFESTO

We provide the highest quality at affordable prices. We have a wide range of brands & products at accessible locations.

We educate through trustworthy and up-to-date information.

We strive for increased legalization and fair regulations.

We invest in programs that help those in need.

And we know that cannabis can play a vital role towards that. We will go to groundbreaking lengths so people can choose their own ways to live well.

Because we believe everyone should be able to be well

Execution

Brand Identity Execution

PRIMARY IDENTITY

Standard use is three diferent color combinations: full color, all black, and all white. The black logo is preferred for use on lighter backgrounds and the white logo is preferred on darker backgrounds. In certain instances on apparel, the LivWell logo can be colored in one color to match the ink on the shirt if it is appropriate for cost savings or design to sell easier.

MJ AND LW BUDS ICONS

These should not be below .5” in height at any time. Do not ever alter these icons.

FULL COLOR

ONE-COLOR SOLID WHITE AND BLACK

The LivWell logo was created using the font Ainslie presented in lead caps.

CLEAR SPACE

In order to clearly represent the LivWell brand, a clear space around the logo is required. At all times maintain a clear-zone area around the logo to maximize identification. The areas should never have a conflict upon any other element. The measurement is approximately the half of the height of the “L”.

CLEAR SPACE

MINIMUM SIZE

In order to maintain legibility, the logo must never be reproduced below its minimum size. In digital formats, size is measured in pixels rather than inches.

16 pixels

DO NOT alter or change the color of the logo in any way.

DO NOT add a drop shadow or any sort of effect to the logo that is overly obvious.

DO NOT put a gradient on the logo.

DO NOT use the logo on unapproved backgrounds or busy photos.

DO NOT stretch the logo.

LivWell

There are four elements to the LivWell logo. The name, the TM symbol, the leaf and the tagline. They may not be separated or used independently.

Trademark Symbol

The trademark symbol must always appear with the logo.

Leaf icon

The “leaf” must always dot the i. The color must match the “Well”.

Tagline

“Enlightened Health” must always appear with the logo.

MJ and LW Buds

The male and female icons of the LivWell Brand have very particular rules to follow.

Coloring

MJ and LW Buds can be used in various colors, but they look best in dark colors vs. reversed. You can also fill them with patterns like we do for stickers.

Placement and use

These two icons should never be used together as to not make them seem like a couple. They should be used equally across all assets so one does not have favor over the other.

Typography Execution

PRIMARY FONTS

Presley Slab Xtra Bold is our primary headline and body font. Body copy can be set in lowercase or uppercase Omnes Cryllic Semibold and Medium is the preferred font that should be used for the LivWell brand.

Arial Regular, Medium and Bold can be used for body legal information.

Web Safe Body and Alternate Headline

Barlow Black

ABCDEFGHIJKLMN

OPQRUSTVWXYZ

abcdefghijklmn opqrstuvwxyz

1234567890

Web Safe Body and Alternate Headline

Barlow Semibold

ABCDEFGHIJKLMN

OPQRUSTVWXYZ

abcdefghijklmn

opqrstuvwxyz

1234567890

WEB SAFE FONTS

Body copy should be set in lowercase Barlow black and semibold.

Black

Semibold

Barlow Black or Medium should be used as a secondary weight for sub-headlines, or to demonstrate a change of tone or emphasis. To create branded typography for LivWell, use larger and smaller font sizes in combination to emphasize the message.

Presley Slab Xtra Bold should be the main typeface used for headlines however we do use other display fonts that fit the space such as Barlow Bold.

Color Execution

GREEN PALETTE:

PANTONE: 7738C

CMYK: 75C 11M 100Y 1K

RGB: 70R 164G 71B

HEX: #009436

BLUE PALETTE:

PANTONE: 349C

CMYK: 90C 30M 95Y 30K

RGB: 0R 104G 56B

HEX: #006838

EXECUTION | COLOR | COLOR PALETTE

PANTONE: 7467C

CMYK: 85C 10M 35Y 0K

RGB: 0R 165G 173B

HEX: #00A5AD

NEUTRAL PALETTE:

PANTONE: 7713C

CMYK: 100C 33M 45Y 3K

RGB: 0R 127G 138B

HEX: #007F8A

PANTONE: 583C

CMYK: 35C 12M 100Y 1K

RGB: 176R 189G 53B

HEX: #B0BD35

PANTONE: NEUTRAL BLACK C

CMYK: 72C 66M 65Y 72K

RGB: 34R 34G 34B

HEX: #222223

PANTONE: 155C

CMYK: 5C 16M 43Y 0K

RGB: 241R 211G 157B

HEX: #F2D39D

PANTONE: 630C

CMYK: 50C 5M 20Y 0K

RGB: 124R 196G 203B

HEX: #7CC4CB

Our primary colors were chosen to communicate the shared passion of the LivWell brand and to differentiate us from the competition.

PRIMARY COLORS

Our primary colors are a natural palette that explores the roots of the brand in Colorado. These complete the primary brand design system. The colors in this palette are the only colors that should be used on a regular basis unless otherwise approved.

DO use the approved color palette provided in these guidelines to add color, energy, and emphasis to the product.

DO ensure the colors of the product are vibrant and stand out as the brightest part on the page.

COLOR DON’TS

DO NOT add unapproved colors to an ad in a main headline or gradients that are not in the brand book.

Photography Execution

EXECUTION | PHOTOGRAPHY | USAGE

Our photography features our customers having a good time and showcasing the demographic. We don’t take ourselves too seriously so our photos are always very laid back, friendly, approachable, and trustworthy. Product is always clean and shown larger to show detail. There is a warmth color palette on every photo.

• Do NOT use photography that shows people using the product

• Do NOT show people that look high

• Do NOT use overly stylized photos with leaves

• Do NOT use any photography that shows a person high or drinking, or even possibly under the age of 27

• Do NOT show budtenders that are not engaging or approachable

• Do NOT use any images that are below 72 dpi. If an image begins at 72 dpi at 100% DO NOT enlarge photo.

• Do NOT use any images that are below 300 dpi. If an image begins at 300 dpi at 100% DO NOT enlarge photo.

Digital Assets Execution

Our social media strategy fully embodies the spirit of LivWell by creating content that drives consumers to understand the strength of our product by the visuals presented. Our strategy plays to the approachability of our stores and staff and the quality of products that we sell. Because of this, we have fun with our social posts as much as we can to draw people in.

We recognize that social media is a two-way street and all LivWell comments, suggestions and questions are given proper public attention in a prompt fashion that clearly illustrates our commitment to engagement, while remaining centrally rooted in passion for the product.

DISPLAY ADS

Whenever we create display ads ensure that the product is shown in a larger fashion so the consumer can really see the details of the product. Always ensure that the products used are vibrant and of high quality.

In states that are not in Colorado, always use the Established in Colorado stamp in the ad. Color can be played with if the logo, fonts, and rules on how to show product and feel are used correctly.

EMAILS

We send emails out several times a week and so the photos should be relevant to the offer/concept and should support the brand differentiation from other emails our consumers may be receiving. The buttons or content should always stand out. They can be white, black, or a color from the approved palette to stand out more. Brand fonts should always be used for all content in the email art.

EXECUTION | DIGITAL ASSETS | SCREENS

SCREENS

Our LivWell screens primarily feature a product, education on a strain or terpene, or a promotion we are running. The images should always be high qualtiy and larger so the consumer can see the product clearly. A pop of color from the approved color palette can be used if necessary. The text is the most important part of these screens for readability. They should be kept simple and never too busy.

Examples Execution