HeyDay Brand Standards Manual

Brand Standards Manual

Table of Contents 3 Who We Are

15 Logo

5 Our Standards

17 Lockup Options

7 Our Vision

19 Minimum size

9 Soil to Shelf

21 Personal Space

11 Raised Right

25 No No’s

13 Tagline

29 Brand 31 Typography 33 Colors 35 Imagery 37 Product 51 Marketing

Who We Are Hello! We are HeyDay, a brand that’s here to shake things up. We believe healthy doesn’t have to be boring, it should be fun!

3

Our Standards We have high standards, and we wouldn’t have it any other way. We give our best, so our consumers can be their best. This brand standard manual help us to maintain consistency when it comes to the way we present ourselves to the public. We aim to speak clearly and consistently, so adherence to these guidelines is crucial.

Any questions should be directed via email to the HeyDay Corporate Office at marketing@heyday.com.

Who We Are

5

Our Vision We want to improve the quality of the Earth and the lives of people. living on it. We desire to see a world where children: • • • •

are more health conscious suffer less from preventable illnesses choose natural sugar over processed sugar develop into healthy adults who pass on their habits

Who We Are

7

Soil to Shelf On HeyDay farms, we practice Good Agricultural Practices (GAP) which includes the use of environmentally safe pesticide alternatives and drip irrigation to save water wasteand limit soil erosion. We are constantly researching economically beneficial ways to handle whey byproduct from our Greek yogurt including giving back to our local farmers for use as fertilizer, and to produce electricity.

Our product packaging consists of two main components: plant-based recyclable plastic and recycled cardboard paper.

Who We Are

9

Raised Right We specially tend to our blueberries to ensure they can provide maximum health benefits: Our Antioxidant-rich HeyDay blueberries hold the potential to: • improve brain function and memory • neutralize free radicals and reduce DNA damage which can prevent cancer and fight aging • protect cholesterol and lower blood pressure which may reduce the risk of heart disease • improve insulin sensitivity and glucose metabolism which lowers the risk of metabolic syndrome and type 2 diabetes

Who We Are

11

Tagline This is our guiding mantra; it relates both to our desire to change young people’s perception of healthy food, and the sound of our delicious blueberries waiting to be enjoyed.

The tagline is never to be included in a logo lockup, rather it exists as it’s own element.

Shake Things Up Who We Are

13

Symbol

Wordmark

Logo Our logo is made of two distinct parts: the wordmark and symbol which can be used either together or separately in an approved lockup. When both elements are used together, we call it the logo signature as shown to the left.

15

Lockup Options Approved lockups include: 1. Logo signature 2. Wordmark alone 3. Symbol alone These options allow for diverse application across all collateral. No variant logo lockups are acceptable. The tagline is never to be included in a logo lockup.

0.11”

0.16”

Logo

17

Minimum Size In order to maintain legibility and recognizability, the logo lockups must never be sized smaller than the recommended sizes as shown to the right.

This applies for both print and web applications.

1.

2.

3.

0.14”

0.14”

0.43”

Logo

19

Personal Space This is what we call the room around the logo. This area respects the quality of the brand by allowing space for the logo to exist. The width of the “e� is our measuring tool for determining the necessary personal space for logo lockups.

No exceptions can be made to the minimum space around each lockup option other than the addition of extra space which is always welcomed.

X

X X X X Logo

21

Personal Space Cont.

When the symbol is used alone, it prefers half it’s width in personal space.

The symbol should never be moved within the logo lockup or placed close enough to another logo element as to resemble an unapproved lockup. Refer to the following pages for logo no no’s.

X

X X Logo

23

Logo No No’s We’re all about innovation, just not when it comes to our logo. Our team of designers carefully developed it to be just right, so we ask that you both respect their efforts, and avoid misrepresenting the HeyDay brand.

Logo

25

Logo No No’s Cont.

Do not flip/ reverse lockups or elements

Do not alter or replace the typeface

HeyDay Do not rearrange elements

Do not overlap lockups or elements

Do not exceed the minimum size

Do not add effects

Do not stretch

Do not lower opacity

Do not use a non-brand color

Do not tilt

Logo

27

Brand Our logo is a big part of who we are, but it’s not all. There’s a lot more that goes into making the HeyDay brand recognizable and memorable.

29

Typography Our type system is designed to convey the inviting youthfulness of our brand and should not be deviated from in any way.

Our system includes the weights of the Homizio family and Homizio Nova Italic as shown to the right, and applies to all aspects of the brand identity including signage, digital media, and collateral materials.

Headers are to be set in Homizio Black, and body copy in Homizio Regular with tracking set to 50 or more. Adequate leading should be applied to body copy as to appear light and inviting.

Homizio Homizio Homizio Homizio Homizio

Light Regular Medium Bold Nova Italic Brand 31

Color Berry Blue is our primary brand color complemented by our accent color, Rising Sun. A general rule of thumb is that Rising Sun takes up no more than 25% of a design whenever it is used. (We like to save it for special moments such as the opening of our product).

Our tertiary colors exist solely to indicate the flavor of yogurt on the blueberries- Coco being dark-chocolate, and shortcake being strawberry.

Pure Black (#000000) and pure white (#ffffff) are also a part of our palette, but when white just won’t do, we rely on Go-to Gray.

Coco C: 42

R: 91

M: 75

G: 49

Y: 72 B: 43

Berr y Blue

C: 69 M: 38 Y: 0 K: 0

K: 52

#5b312b

R: 81 G: 139 B: 201 #518bc9

Rising Sun

C: 4 M: 0 Y: 88 K: 0

Shortcake C: 4

R: 244

M: 63 G: 124 Y: 0

B: 149

K: 0

#f47cc2

R: 251 G: 238 B: 56 #fbee38

Go-To Gray C: 21 M: 16 Y: 15 K: 0

R: 200 G: 201 B: 203 #c8c9cb

Brand 33

Imager y An image is worth a thousand words... especially when your target audience can’t read. For this reason, imagery needs to be simple, and promote happiness in relation to health and our product.

Imagery should have a cool palette, and be light-hearted in subject matter. Please avoid images with: overall dark tones, drastic contrast, or busy subject matter.

Correct

Incorrect

Brand 35

Product Our unique egg-shaped, yogurt covered blueberry dispensers are sold individually, and are displayed in stores as shown to the right. They are strategically placed at children’s eye level near the checkouts in order to grab their attention.

Brand 37

Product Cont.

This thin yet sturdy plant-based recycled plastic skeleton sits in our HeyDay display boxes supporting our precious eggs.

Brand 39

Product Cont.

We designed our products to be intriguing, and thought-provoking enough for kids to want to pick them up, shake, investigate, and of course want to take one home, but fear not! Our eggs are triple sealed to ensure no matter how hard kids shake and investigate, no blueberries will escape or be contaminated by curious, germy hands.

Brand 41

Product Cont.

There are two exterior seals: one wraps around the eggs and prevents twisting, and the other on the bottom prevents contamination.

Brand 43

Product Cont.

The interior and final seal is for guaranteed freshness. Once removed, simply reassemble, twist and enjoy!

Brand 45

Product Cont.

Brand 47

Product Cont.

We encourage our consumers to recycle or reuse their eggs, and make it easy by selling separate refill packages in our classic irresistible flavors: chocolate, strawberry and vanilla.

Brand 49

Marketing We recently launched our Instagram presence, and plan to both promote our product and healthy lifestyle choices.

Brand 51

Marketing Cont.

We want to be bold and direct in our marketing strategy appealing both to children and their parents (because at the end of the day, they are the ones making the purchase).

This recent web ad campaign subtly played into the holiday season and served to spark an interest in our company values, and product.

Brand 53

Marketing Cont.

This outdoor advertisement showcases the cleanliness and simplicity of our product while promoting healthy lifestyle choices.

Brand 55

Marketing Cont.

This point of sale advertisement speaks directly to the shopper, and acts as a reminder to pick up the best snack in the store.

Brand 57