Duncan Hines Rebranding Guide Book

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MEMORIES \ Brand Guidelines

Duncan Hines 2015 Brand Guidelines

All content for Duncan Hines was conceived, written, designed and produced by Rehab Hassanin. The only exception is the overview and the history of the Duncan Hines corporation which was taken from Duncan Hines website at www.duncanhines.com.

Design Consultation Hunter Wimmer, GR 604 Nature of Identity, Academy Of Art University Copyright C 2015 Rehab Hassanin Some of the photographs in this book were taken by the auther. Some images were downloaded from flickr.com and are used in accordance with the Creative Commons Licence.

This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright law.

Manufactured in the USA

MEMORIES \ Brand Guidelines

Wherever you go, it’s just like walking into your home.

Duncan Hines rebranding guide

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Table of Contents

MEMORIES

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INSPIRATION

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The Origin of Duncan Hines

The New Soul of Duncan Hines

Duncan Hines As a Person

Our New Mission Statement

The Journey

Who We Are, Our Focus

Duncan Hines Old Look and Logo

Our “Family” Brief Description

Past Look

Our New Look

Previous Competition

Our Current Competition Our “Family” Profile

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MEMORIES \ Brand Guidelines

CHARACTER

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VISION

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Our New Logo

Helping Through the Five Senses

Logo Inspiration

Our New Vision

Logo Exploration

Our Offerings

Anatomy and Clear Space Logo Specifications and Variations Our Color Palette Primary Colors Secondary Colors Our Typefaces Our Stationery Our Photography

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The Origin of Duncan Hines Duncan Hines As a Person The Journey Duncan Hines Old Look and Logo Past Look Previous Competition

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MEMORIES \ Brand Guidelines

Memories Started 1908

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MEMORIES \ Brand Guidelines

Past is our origin and our history. We are nothing without history. We can’t forget our past. This idea seems selfevident. Many cultures devoted a great amount of time and effort to teach children their history. We prefer to define ourselves in terms of where we come from, which is also true for Duncan Hines. Duncan Hines company was a bakery company that produced cakes, muffins, frosting and ready-to-bake brownies and so much more.

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MEMORIES \ Brand Guidelines

Duncan Hines As a Person Being a traveling salesman and trying a lot of foods made Duncan Hines start a great baked goods company.

HISTORY AND LIFE

Duncan Hines was born in Bowling Green, Kentucky and deceased on March 15, 1959. He was an American pioneer of restaurant ratings for travelers. He was a businessman, writer and food critic authored of “Adventures in Good Eating” and the best known today for the brand of food products that bears his name. Duncan Hines has proven to be a frontrunner in the baked goods industry.

After that, he became a traveling salesman and because of that, he tried a variety of meals across America. Some of them were bad and some of them were unforgettable. This was before most chain restaurants opened. After that, he got married to Clara and she was interested too in trying meals.

For Christmas, they thought of a special present to give to their friends: they prepared a list of 167 recommended restaurants for them. They found lots of demand and turnout for their list. Therefore, Hines self-published “Adventures in Good Eating” which was an expanded recommended list of restaurants. Then, he liked the idea of being a recommender, so he published a recommended list of best hotels and motels. In 1935, he took a position at in Saturday Evening Post which made him very popular. His food book and his lodging book became references to many people.

He established Hines-Park Foods, Inc. and his purpose of having this company was bringing high-quality food to American households. He produced more than 250 products in his company including cans, bottles and boxes. In 1945, he merged his company with Procter & Gamble in a short time and he produced cake mixes along with other items under the Duncan Hines name. In 1955, Duncan Hines died. His products include over 80 different items such as sweet baked-good mixes including cakes, brownies, muffins, frosting and ready-to-bake brownies.

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The Journey Here is aome photos of Duncan Hines and his brand visual system with a timeline that displays the years that Duncan Hines was interested in opening his company, with short descriptions for each year.

1900

1930

1935

He became a

Prepared a list

Took a place

traveling salesman

of 167 recomm-

in Saturday

and tried variety

ended restaurants

Evening Post

of meals across

for friends His food book and

United States Published

his lodging book

“Adventures in Good

became references

Eating� book

to many people

Published a list of best hotels and motels

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MEMORIES \ Brand Guidelines

1940

1945

1955

Established Hines

Merged his

Duncan Hines

Park Foods, Inc

company with

died in this year

Procter & Gamble Produced more

in short time

than 250 products

His products of sweet baked-good

in his company

Produced cake

mixesinclude over

including cans,

mixes and

80 different items

bottles and boxes

other products

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MEMORIES \ Brand Guidelines

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Duncan Hines Old Look and Logo Duncan Hines had a strong eye catching look. It used strong, saturated colors combined with older muted golds. Duncan Hines encouraged people to share happy moments with their families and enjoy the good taste of cakes. The products had a tasty look and a comforting feeling. Also, their products were easy to find because Duncan Hines wanted his products of baked goods to be accessible for everybody.Â

THE OLD DUNCAN HINES COMPANY LOGO

MEMORIES \ Brand Guidelines

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Past Look BRAND KEYWORDS Tasty Comforting Accessible

MEMORIES \ Brand Guidelines

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MEMORIES \ Brand Guidelines

“ I would like to be food dictator of the United States just long enough to padlock two–thirds of the places that call themselves cafés or restaurants.”

—Duncan Hines­/ The Duncan Hines brand founder

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Previous Competition The old Duncan Hines lies amongst many other bakery and sweet brands such as Pillsbury, Pepperidge Farm, Immaculate and Ghirardelli. Duncan Hines offered its line of sweet bakedgood mixes so people could enjoy happy moments. Here we present many aspects of the old Duncan Hines through quality, taste, price and accessibility filters to see where it stood among many companies.

High Quality

Pepperidge Farm

Ghirardelli

Immaculate

Glutafin

Pillsbury Betty Crocker

Loretta

Duncan Hines

Arrowhead mills

Low Price

High Prica Sara Lee Hostess Cake Doctor Mix

Low Quality

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MEMORIES \ Brand Guidelines

Good Taste

Pepperidge Farm

Ghirardelli

Immaculate Glutafin

Pillsbury

Duncan Hines Loretta Arrowhead mills

Betty Crocker Easy to Find

Hard to Find

Sara Lee Hostess

Cake Doctor Mix

Bad Taste

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MEMORIES \ Brand Guidelines

In 1908, ready-to-bake cakes were invented due to the scarcity of these convenience products at that time. Now there are too many companies that make the same products as Duncan Hines.

Also, Duncan Hines doesn’t offer new services, products, experiences or events to make the company a popular brand today.

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The New Soul of Duncan Hines Our New Mission Statement Who We Are, Our Focus Our “Family” Brief Description Our New Look Our Current Competition Our “Family” Profile

INSPIRATION \ Brand Guidelines

Inspiration

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When we are inspired, we get ideas and become motivated to do something new, rather than just dragging ourselves through the task without caring and not doing it as well.

When we are inspired, we do things better. The infusion of some idea, purpose, or design can awaken our brain and suggest new things for us, and encourage us to create.

INSPIRATION \ Brand Guidelines

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Because Duncan Hines was an advisor, recommending restaurants and hotels, that led us to think of an idea that relates to his history in order to rebrand the brand. This idea drove us toward creating more connections between people and their homes and giving them a sense of home when they are away from home.

INSPIRATION \ Brand Guidelines

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Our New Mission Giving people a sense of home and the means to stay connected when they are away.

Our mission is to make people’s lives more convenient, give them a sense of home, give them what they are missing from home, give them ways to keep in touch with their families, friends, homes and what are familiar to them when they are away from home.

Who We Are, Our Focus We are an organization that loves and seeks to helps people through the five senses and provide for them variety of services, events, products when they are away from their homes in order to make their lives easier, less messy and strengthen the connection between them and their homes, families and friends.

INSPIRATION \ Brand Guidelines

Our “Family�

Brief Description Our family is what we seek to make them comfortable.

They are missing home, and many things inside the home.

Customers are important for us. We love to make them feel happy and comfortable. So, we create an environment similar to their own homes when they are away. We provide our services, products, events and environments for millions of people who spend long hours out of their homes, study abroad or travel with a lot of responsibilities to take care of. They are adults and they might be students or working professionals.

WHY WE CHOOSE THEM

They are absent from important things in their lives. They miss their homes, miss the beautiful aroma of it, the sounds, the touch of comforting things, and the taste of the delicious food. So, they need to improve those connections between themselves and their homes and families, and increase their feeling of closeness to home. We take care of all of these things to make them feel comfortable.

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Our New Look BRAND KEYWORDS Smooth

Recognizable Familiar

Missed Connected Close Kinship

Intimate Homey Ongoing

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Our Current Competition Our Duncan Hines jumps to another vision of the brand, toward establishing more connection between people and their homes when they are away. Now, we provide a sense of home through the five senses. That puts us in competition with a variety of brands and groups such as The Body Shop, Skype, Ikea and Meetup. Here we present many aspects of the new Duncan Hines and where we stand among competitors.

High Quality

Apple Notes

Helping Hand

Amazon Facebook

Duncan Hines

WhatsApp The Body Shop

Urban Spoon Spoon Rocket

Bath & Body Works Skype

Ikea

Meetup Three Way Dating Club

SF Bay Area Singles Urban Divewrsion

Low Price

High Prica

Low Quality

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INSPIRATION \ Brand Guidelines

Fast Service WhatsApp Apple Notes

Duncan Hines Urban Spoon

Facebook

Spoon Rocket Meetup

The Body Shop

Ikea

Skype

Urban Diversion

Bath & Body Works

Helping Hand

Amazon

Easy to Find

Hard to Find

Three Way Dating Club SF Bay Area Singles

Slow Service

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INSPIRATION \ Brand Guidelines

“ Where we love is home, home that our feet may leave, but not our hearts.”

—Oliver Wendell Holmes, Sr./An American physician, poet, professor, lecturer, and author

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Our “Family” Profile AN INTERNATIONAL STUDENT

Sara Mansour 25 Years Old $21,000/year San Francisco

Sara is from Lebanon and she came to the United States as an international student to complete her master’s degree. She has a big dream to come back her country with lots of information and experiences, but she misses her family a lot. That makes her feels lonely especially when she doesn’t have enjoyable activities to do. Also, what makes her situation worse is that she is an introverted person and she finds it difficult to be with strangers. She tries to get rid of that feeling by living with a roommate in a small apartment. She likes to play guitar and she misses her lovely old guitar, which is at her home.

INSPIRATION \ Brand Guidelines

CONSULTANT

Oliver Henry 45 Years Old $60,000/year Denver

Oliver works as a consultant and he always drives between two to three hours a day in order to reach clients. He is a workaholic and has his own small consulting company, which he is trying to grow. He loves to help others and is willing to join some organizations that give aid to people. He dreams of solving poor and under-privileged people’s problems. He has a master’s degree in psychology. His family includes his wife and three children. Normally, he spends his limited free time with them to make up for his long absences. His children and wife are the things that he misses most when he is away from home.

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A WORKING MOM

Sophia Adams 38 Years Old $70,000/year San Francisco

Sophia is away from her home 8 hours a day except weekends. She has worked with a humanitarian association for a long time which has built her experience in this field. That’s what makes her knowledgeable and makes her work indispensable. She is divorced and has a son and two daughters. She doesn’t have time to spend with her children. When she was a lower level worker worker at the humanitarian association, she was still married and had time for the family. Her life was successful with less responsibilities. Sophia misses her organized life and her home cooked food because she doesn’t have time to arrange her life or even cook during the week. Her dream is to make her life better and organize it.

INSPIRATION \ Brand Guidelines

MERCHANT SEAMAN

Joseph Parker 27 Years Old $50,000/year Long Beach

Joseph’s work puts him at sea most of the time. He travels from country to county in order to transfer merchandise. He doesn’t enjoy his work and he dreams of being a normal worker who can be close to his family. This work is the only income for him which makes him keep it. Spending time with the other seamen is the only thing which relieves his feelings of loneliness and dispels the sense of distance. Joseph misses his wife and he needs something to kill time and shorten the long distance between them. It is difficult for him to keep in touch with his wife while he is at sea.

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ATHLETE

Allen Rogers 30 Years Old $75,000/year Los Angeles

Allen has a long list of travel plan this year to play with his team. He is away from home most of the time, which makes him miss lots of things. He doesn’t take care of himself when he is traveling because he doesn’t have time. His basketball practice time takes a big piece of his schedule. He misses his lovely mother and her cooking, his room, warm bed, and old medals that he won. He has been interested in athletics since he was a child.

INSPIRATION \ Brand Guidelines

TRAVELING BUSINESSMAN

Alexander Ryan 44 Years Old $100,000/year Houston

Alexander always travels alone for his work. He has a full schedule which keeps him busy most of the time. He needs something to meet his important human needs easily, such as food, health and family connection. Also, he has to be well-dressed most of the time and he needs someone to take care of his wardrobe. He doesn’t know anything about housework.

He got divorced because of his traveling life. He has two children who live with their mother and he doesn’t have time to take care of his children. Alexander misses the simple life that people have, while he has to stay most of the time at work and in hotels.

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Giveng a sense of home for people who are away is important because home is the person’s identity and home is where the heart is on. This keeps people connected with their feelings, things and dreams in the future.

INSPIRATION \ Brand Guidelines

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Our New Logo Logo Inspiration Logo Exploration Anatomy and Clear Space Logo Specifications and Variations Our Color Palette Primary Colors Secondary Colors Our Typefaces Our Stationery Our Photography

CREATING \ Brand Guidelines

Character

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CREATING \ Brand Guidelines

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The brand is more than a logo. Many of us think that a brand is a logo or icon that visually represents a company, association or organization, but this is incorrect. The brand is a soul with a clear name, meaningful logo, and a compelling visual system. Everything under the brand should be tightly connected to the soul.

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Our New Logo A place of love and comfort that always welcomes you with open arms.

LOGO DESCRIPTION AND MEANING

The new logo for Duncan Hines is a combination of a home and a nest. Also, it illustrates a warm heart which represents love. Home is a place of love and comfort that always welcomes you with open arms. Home means sanctuary. It is the smell of a fresh hot cup of coffee with a comfort sofa. The nest is the closed visual that represents a home—a home where a bird holds its eggs and houses its young. The heart inside the nest represents intimacy, tranquility and love, which is what people feel about their homes.

We want to make people get all of these ideas trough our logo and remember that we give them a sense of home.

CREATING \ Brand Guidelines

Duncan Hines primary logo

Duncan Hines secondary logo

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Logo Inspiration

CREATING \ Brand Guidelines

Logo Exploration Other logo designs, but we decided that the logo on the previous page is ourprimary logo

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Anatomy and Clear Space Building love from curves and rounded edges.

Our identity is comprised of two elements, the icon and the logotype. The logotype is based on Podkova typeface. It is a slab-serif typeface. We changed it to have rounded edges to give a feeling of the Duncan Hines soul. When the icons and the logotype are used together, space between them should exist.

To create maximum impact, keep the space around the logo free from text and graphics. Our measurements are based on “x” space. We begin from 1x and above. Keep the left and bottom space between the heart and the nest the same. Make the space longer by 0.75x from the right side of the heart to the nest, which is the same as the space between the icon and the logotype.

Add 1.0x to the origin “x” space in the top space between the heart and the nest.

Podkova Typeface (the original font)

Cutting the long tails of each letter

Round all the tail edges

The new Duncan Hines logotype

Duncan Hines

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CREATING \ Brand Guidelines

2x

The box around the logo on this page

6.25x

2x

is for illustrative purposes only; the logo should not

2x

appear in a box

1x

7.50x

1x

1.75x

1x

2x

1.75x 2x

18x

12.25x

16.25x

The Duncan Hines logo should not appear with these colors, but it used to show

8x

6x

4x

2x

1x

the measurements

9.25x 5x 5.25x

9x

2x 3.25x

1x

17x

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CREATING \ Brand Guidelines

“ The most powerful and enduring brands are built from the heart.

Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign.”

—Howard Schultz/An American businessman, best known as the chairman and CEO of Starbucks

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Logo Specifications and Variations A number of sizes, positions and color formats to meet the needs of a variety of design layouts.

THE MINIMUM SIZE OF THE LOGO AND USAGE

The logo should not be displayed at sizes smaller than 1.5in wide The icon should not be displayed at sizes smaller than 0.5in wide 1.5 in

0.5 in

In a small environment such as app design or other small formats, the icon can be separated from the logotype lockup, but should never go smaller than 0.5 in wide. The elements should be scaled down proportionally so the space measurements are correct.

CREATING \ Brand Guidelines

White, orange, green background and light or dark background—we have solutions for them all to work with our logo.

CORRECT USES

The primary logo should be used on a white background. Also, the lateral logo can be used as a primary logo and should appear with a minimal space above and below the logo. The black logo should be used on a light colored background and a light photo. The white logo should be used with a dark background and photo. The box around the logo on this page is for illustrative purposes only; the logo should not appear in the box.

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We want to make people feel comfortable when they are using our logo. So, these are recommendations to be avoided.

INCORRECT USES

In order to retain consistency throughout all brand expansions, here are some recommendations to avoid any incorrect uses with the logo. Keep in mind that the logo is carefully rendered artwork and any alteration of the logo, apart from proportional scaling, is considered misuse.

Don’t put the logo and the logotype in one side Don’t distort, stretch or vary the proportion of the logo

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CREATING \ Brand Guidelines

Don’t add any shape behind the logo

Don’t add any other phrases to the logo

JUST LIKE HOME Don’t make the logotype in two sizes Don’t change the colors of the logo

Don’t apply a texture or pattern to the logo Don’t superimpose a colored logo on a black background

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Our Color Palette Using a range of papers with CMYK and RGB colors.

The Duncan Hines palette consists of colors that are a variation of calm, warm, dark and light colors to appeal to tastes of the people who are interested in being members of our “Family�.

The corporate color system reflects the dynamic, intimate, familiar and caring feeling of Duncan Hines.

Please be aware that inks will produce different results on different materials and papers.

When using the colors in print, it is important to seek to use Pantone or CMYK references.

This way, all of our communication will stay consistent. Ask your printer for assistance when needed and always request a proof before going into production. Depending on the substrates used, your printer may suggest a layer of opaque white under the color, a double hit of ink, or an alternate printing method.

Short for Cyan-Magenta-Yellow-Black, and pronounced as separate letters. CMYK is a color model in which all colors are described as a mixture of these four process colors. CMYK is the standard color model used in offset printing for full-color documents. Because such printing uses inks of these four basic colors, it is often called four-color printing.

In contrast, display devices generally use a different color model called RGB, which stands for Red-Green-Blue. One of the most difficult aspects of desktop publishing in color is color matching—properly converting the RGB colors into CMYK colors so that what gets printed looks the same as what appears on the monitor.

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CREATING \ Brand Guidelines

Primary Colors

Dark Turquoise

Coral

CMYK 0/70/100/0

Seashell

CMYK 0/10/40/0

Dark Olive Green

RGB 255/225/165

CMYK 60/45/65/20

PMS 400 C/7535 M/7535 U

HEX #fffde8

HEX #2b2a29

PMS Cool Gray 1 C/Cool Gray 1 M/Cool Gray 1 U

PMS 425 C/426 M/Black 6 U

HEX #ffe3a5

RGB 100/105/90

PMS 325 C/3258 M/324 U

PMS 166 C/021 M/1665 U

HEX #e3dbc9

RGB 255/255/235

RGB 45/45/45

HEX #74b7ad

HEX #f36f21

RGB 225/220/200

CMYK 0/0/10/0

CMYK 70/65/65/65

Moccasin

RGB 115/185/175

RGB 245/115/35

CMYK 10/10/20/0

Lemon Chiffon

Black

CMYK 55/10/35/0

PMS 7406 C/7406 M/109 U

HEX #656d5a

PMS 5815 C/5815 M/5815 U

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Secondary Colors

Dark Yellow

Salmon

CMYK 0/25/80/0

CMYK 0/80/50/0

Sea Green

RGB 255/195/75

RGB 240/90/100

CMYK 80/20/50/0

HEX #f05a66

RGB 30/155/145

PMS 1925 C/205 M/1785 U

HEX #1f9a8f

HEX #24408e

PMS 130 C/130 M/116 U

PMS 321 C/327 M/327 U

Navy

CMYK 100/90/10/0

Snow

CMYK 35/25/25/0

RGB 170/175/175

HEX #a9afb2

PMS Cool Gray 4 C/Cool Gray 4 M/Cool Gray 4 U

CMYK 50/45/45/10

RGB 130/125/125

HEX #817b7a

PMS Cool Gray 10 C/432 M/Cool Gray 11 U

Gray

RGB 35/45/145

HEX #fec34d

PMS 541 C/541 M/3014 U

CREATING \ Brand Guidelines

Our Typefaces Duncan Hines typefaces were chosen to reflect the brand attributes. Syntax is our a humanist sans-serif typeface, designed by Meier in 1968. It has a warm and friendly look. Caecilia LT Std is our a slab-serif typeface, designed by Peter Matthias Noordzij in 1990. It has a cute look.

These are good for us to give a feeling of familiarity and love.

SYNTAX

Title and headers should be in this typeface, appeared in small caps and bold. Other styles may be used with all caps and small caps in small areas.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 @#$%&(*!~”:>?|}{) Syntax Roman Syntax Italic Syntax Bold Syntax Black Syntax Ultra Black

CAECILIA LT STD

Body text should be set in this typeface, appearing in small caps with a light weight and in different sizes.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 @#$%&(*!~”:>?|}{) Caecilia LT Std 45 Light Caecilia LT Std 55 Roman Caecilia LT Std 56 Italic Caecilia LT Std 75 Bold Caecilia LT Std 76 Bold Italic Caecilia LT Std 85 Heavy Caecilia LT Std 86 Heavy Italic

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Our Stationery We have an address, please contact us.

Duncan Hines has established a visual system for communication purposes. The business system keeps in mind the brand style guide, and it is designed in a consistent visual language.

All the digital and print business material must adapt with the system.

CREATING \ Brand Guidelines

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Our Photography Always reflect our tone of voice when selecting photographs. Our photographs should reflect hominess, familiarity and intimacy. It could be black and white photos or colored. No more saturated colors. Just happy people and an intimate look. All photos should be filtered with the seashell color to reflect the personality of Duncan Hines.

CREATING \ Brand Guidelines

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Creating a compelling visual system is important thing for every brand to present the brand identity. The idea behind the brand identity is more important because it is a door for a designer to begin the design and invent new ideas.

INSPIRATION \ Brand Guidelines

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Helping Through the Five Senses Our New Vision Our Offerings

VISION \ Brand Guidelines

Vision

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Our creative vision is a door to the future. We should break out of our current comfort zone and become comfortable with the unfamiliar and the unknown. We have a vision for Duncan Hines to be one of the organizations that helps people to be comfortable when they are away from home.

VISION \ Brand Guidelines

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Helping Through the Five Senses The old Duncan Hines gave comfort through just the taste sense.

OLD DUNCAN HINES

Old Duncan Hines is for people who want to enjoy happy moments. It exists in the realms of comfort and just the sense of taste. Its products provide comfort and fun through taste without any services aimed at the other senses.

Our Old Duncan Hines SIGHT

SOUND

TASTE

Comfortable

TOUCH

SMELL

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VISION \ Brand Guidelines

The new Duncan Hines has moved all the five senses into the comfort zone.

NEW DUNCAN HINES

New Duncan Hines has moved its services and business to people who are away from home and makes them feel at home. We still want our customers to feel comfortable, but through the five senses. We can help you to feel just like home when you are away, which could put you in the perfect mood while you are traveling. Â

Our New Duncan Hines SIGHT

SOUND

TASTE

Comfortable

TOUCH

SMELL

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Our New Vision Shortening the emotional distance between people and their homes through five senses.

Today, Duncan Hines is moving outside making people comfortable with sweet baked goods and more into making them comfortable when they are away by serving the five senses. Duncan Hines will create an environment where people who are away from home feel just like they are at home. It will shorten the emotional distance between them, their friends, families and everything familiar to them.

A new Duncan Hines will be born through new product lines, services, events, experiences and education. After that we filter those categories through the five senses to provide an appropriate environment for our target customers in order to meet their needs and distinguish from competitors.

In this diagram we show what we provide for our customers and we categorize it by products, services, events, experiences and education. We match what we have with sight, hearing, taste, touch and smell.

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VISION \ Brand Guidelines

Skin Care and Aromatherapy Products Food Products Printed Photo Albums and Digital Albums DVD Package: Radio Programs, TV Shows and Music

Products

SMELL

Duncan Hines Community Membership

TOUCH

Notebook App with Favorite Music Recorded and Written Message App

SOUND

Helping Hand Activities Musical Events Cultures of Home Events Hotel Chain Bookstore CafĂŠ with Personalized Selections Kitchen with Products From Different Cities Online Classes Guide Book

Event

Few Nights with a Local Family

Environment

Traveler Meet Up Group

Experience

Social Media Website

Education

TASTE

Personal Items Delivery System

Service

Food Products Delivery System

SIGHT

Our New Duncan Hines

Textile Items: Clothing and Bedding

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Our Offerings

VISION \ Brand Guidelines

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VISION \ Brand Guidelines

Community Membership Duncan Hines offers the comforts of home through Duncan Hines community membership for people who are away.

Our brand

The new Duncan Hines is a membership organization that compiles a personal profile on each

head idea

of their members in order to provide them the experience of home.

Touch

We encourage people who want to be a member of our organization to have a membership profile with us. That will help us to have an image of what the customer wants and loves, and what makes them feel at home. Also, it will make the customer interested in getting what they want easily and eager to see what we will provide for them. The membership has a monthly fee or people can buy any item individually in order to have it and feel home.

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Skin Care and Aromatherapy Products We give you the touch and aroma of home through our products.

Smell

A package of favorite homey bath products like hand creams, perfume, and soaps, scented

Touch

candles and oils such as lavender oil and aroma therapy products. Each of those items will come attractively packaged. Specific time, date and address are important things in order to deliver the items. Customers can purchase products individually online, or Duncan Hines will send out selections atomically to those with membership profiles.

VISION \ Brand Guidelines

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VISION \ Brand Guidelines

Notebook App A special feature that let people chronicle their day with a favorite music when they are away.

Sight

The notebook app is another idea that reminds people of home because people love to write

Sound

in their journals when they are relaxing at home. A special feature of our app is we provide a selection of music for users to listen to while they are writing. That can recreate their home environment. People can get this app through our App Store.

Personal Items Delivery System Getting your personal items for home through our our delivery system.

Smell

Personal items such as books, journals, albums and clothes are things that people need and

Touch

make them feel at home. So, we have initiated a personal items delivery system to make it

Sight

possible for customers to get whatever they want from their homes. People can ask for our

Sound

service and let one of their family members prepare the items for pick up and we will come to take them and deliver them to the place specified.

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VISION \ Brand Guidelines

Printed Photo Albums and Digital Albums A selection of some your favorite photos to touch home.

Touch

An album is one thing that we find makes people happy. Pictures of family can give a sense

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of home. So, we provide our customers with albums and it will be their choice whether they are printed or digital. People can just select some photos from their devices and send them to us by email. We are happy to assist our customers and deliver a printed album for them.

Or, they can use our app to save specific pictures and make a digital album in order to see just what they want easily and faster that any other apps.

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Food Products to Taste We are happy to make you comfortable with homey taste treats and with food just like those back home.

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A package of a favorite nuts, cakes, jams or another kinds of foods that are possible to deliver.

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People can choose what they want depending on what they crave. We provide pictures for items

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in our website, so that will make it easy for people to see the item before they order it. People who have a monthly membership with us, have already chosen what they want, so they don’t have to spend time on our website to get their orders. They just tell us when the trip will be and the place, and we will make them comfortable with homey taste treats.

Food Products Delivery System Smell

We want to provide a food products delivery system for people who want to feel at home and

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don’t have time to prepare their breakfast, lunch and dinner. It will be a service that covers

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many cuisines and the food will taste homemade. People can order their favorite food online from pictures and descriptions. We deliver three meals automatically to members who have a profile including their favorite food list.

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Recorded and Written Message App We will help you stay connected with your family and friends through our recorded and written messages app.

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The moment people receive a recorded or written message from those they love, they feel

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happy and at home. People can get the app from our App Store. They can send voice messages

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with pictures. Also, they can hand write messages in the app with their finger and send them to us. They have to provide for us addresses that we will write on the envelope. Duncan Hines will turn this message into a paper message and mail it to the address given.

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Textile Items: Clothing and Bedding We love to make you feel at home through clothing and bedding products so you can feel home.

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Something that we provide for our customers is a sense of home through textile items. People

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love to cover themselves with a favorite blanket when they feel cold. We provide a variety of

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clothing and bedding items, so people can feel the textile and and feel home. Those items can be purchased online individually through our website and will be delivered directly to the customer. Those items will be ready for people and members in their hotel rooms.

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Guide Book with Many Locations Book with lots of locations and places that people can buy some products similar to those back home.

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The guid is for people who are traveling to other places and don’t know where to find reminders

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of home in those areas. For example, list places where they can buy some food products and items from their countries. People can get the guide through our website or we will send it to them along with other membership offers.

DVD Package Selections of radio programs, TV shows and music that come together to feel just like home.

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Having a DVD from Duncan Hines that has many offerings is one thing that make people feel

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at home. We thought about what people usually do in their homes, and we found that they spend a lot of time watching TV or listening to the radio or music. So, we provide them with their favorite radio programs, TV shows and music depending on their profiles. We want to make our customers comfortable, so we combine what they love to see and listen to in one place. Especially in this fast-paced life, people don’t have time to research and get what they love. People can purchase it online to enjoy or it can be downloaded to the hotel room TV for half price.

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“Keep your dreams alive. Understand to achieve anything requires faith and belief in yourself, vision, hard work, determination, and dedication. All things are possible for those who believe.”

—Gail Devers/An american track athlete

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Few Nights with a Family Nights with a local families to have fun or to give a help to them while you travel.

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Spending a few nights with a local family is an experience that we provide for our customers

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to give them a touch of home. Also, they can do some activities such as karaoke where every

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one does what they love without feeling shy. Our customers can sign up for this experience

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and choose the size of family they like and we will find for them a family that they want and let them enjoy themselves.

Helping Hand Activities with a Family Touch

Our members can have an opportunity to help others in their homes because people usually

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help their families when they are at home. People who have time for this experience can sign up for it and we will find a family who needs help to let our customers enjoy giving a helping hand and feel they are at their homes.

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Traveler Meet Up Group Supporting you with traveler meet up group for parties, dinner and a homey feeling.

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We provide our customers with an experience that lets them meet a group of people. Having

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fun with each other and doing some fun activities like a food party which can give them a sense of home. Our customers can sign up for this experience and we will provide them a place and a time that they can meet up with this group.

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Musical Events with Dinner Variety of concerts and cultures of home events based on our customers choices and diversity.

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Musical events make people feel at home. We offer our members concerts based on their music choices. People can choose the type of music they listen to at home and we will prepare appropriate musical events. They just have to request a musical event and set the date, and we will prepare it that for them.

“Cultures of Home” Event Smell

The culture of home event represent our customer’s homes and cultures. We will have different

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homes and cultures accessible at this event such as Chinese, Indian, American and Saudi.

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We provide foods, dance groups and music to give people a sense of home. We will have this

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event quarterly in many locations and people can sign up for the nearest one in order to enjoy it.

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Hotel Chain to Touch Home Rooms like our customer’s homes with a variety of the five senses products and services so they feel at their homes.

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This service features hotel rooms just like our customer’s homes. We provide different home

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styles and an intimate feeling to give people a sense of their homes. All that will happen acco-

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rding to their choices in their profiles. For example, there are forest styles, desert styles and

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beach styles. All made comfortable through the five senses.

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Social Media Website Members only can sign up and get help from other members who are in other locations.

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We provide a family environment that people from many countries can join and get to know

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each other. We provide this service in order to encourage people to get help from each other while traveling. People who join this network can get or give help and meet or have fun as a way to make people feel at home. Members just can post where they will go on this website and members from that location can answer and prepare to meet them.

Online Classes to Educate People Creating a community so people can improve using social media, blogs and apps to make them more connected with their homes.

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Some people don’t have the ability to use social media, blogs or apps that keep them connected

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with their families and friends. So, we provide online classes for them to learn them how to use them. They will be able to connect with their families and that will make them feel closer to home.

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Bookstore CafĂŠ with Personalized Selections Your chosen books with a lovely coffee and a comfortable sofa are what we offer in our bookstore cafĂŠ.

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Based on their Duncan Hines profiles, we will provide members with chosen books, coffee and

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a comfortable sofa to make them feel just like they are at home. Also, at our cafe there will be

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many kinds of homemade foods. People who are members of our organization can sign up for

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this service and we will prepare everything they want and love.

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Kitchen with Products From Different Cities We provide a kitchen for our membership family to cook what they like.

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The kitchen is one thing that people have in their homes and sometimes when they are away,

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they would love to cook instead of going to a restaurant. We provide for our membership family

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a kitchen to cook in and provide all the ingredients that they want. They just have to reserve it

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through our website and we will be ready for our customer to enjoy a taste of home.

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Even if you are away, your home is here.

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Rehab Hassanin Spring 2015