oreo style guide - milanote

OREO BRANDnorth american GUIDElines May 17, 2016 - WIP

TABLE OF CONTENTS

INTRO

i. BRAND Basics

1. The Icon, lockup and wordmark 2 - 14

2. Color 15 - 18

3. TYPOGRAPHY and Tone 19 - 29

4. BEYOND THE BASICS 30 - 52

5. activation Examples 53 - 72

ii. MINI 73 - 75

iii. THIns 76 - 80

iV. wondervault 81 - 91

the oreo visual identity system THE OREO BRAND IS TOPS IN THE COOKIE CATEGORY. And by following this identity system

you can help us take our brand even higher — to iconic status!

Welcome, dive in and have fun.

Wonderfilled BRAND BASICS1.The icon, the lockup and the wordmarkThe world’s favorite cookie has a lot to smile about. Starting with a beautiful brand icon full of personality,

a lockup that tells people we’re full of wonder, and a wordmark that completes this tasty toolbox.

wonderfilled BRAND BASICS • 2

OREO BRAND VOCABULARYThere are a few terms you need to know if you want

to speak the voice of the OREO Brand. Here they are.

THE IconThe smiling cookie is called

the “icon.” It’s the brand in

a nutshell, despite not being

made with nuts at all. It’s the

product; it’s the twist ritual;

it’s an invitation to play. Use

the icon to give the cookie a

voice or a feeling.

The LockupAdd the WONDERFILLED

tagline to the icon and

you have the lockup. Use

it as the logo in

all brand-level work.

THe WordmarkThe OREO wordmark is the logo we

use on all OREO packaging. It should

also be used in co-branded stuff like

Nabisco portfolio displays or on

photographic images.


THE Photographic IconThere may be occasions when

a photographic version of

the icon is needed, for example

on co-branded materials

and other places where the

icon will accompany

photographic imagery.

THE Vector ICONThe vector rendering of the icon

is preferred and should be used

on most applications.

THE ICON The most recognizable cookie in the world made even more so with a

come-hither smile and a few simplifications to add impact. Always shown

as a base OREO cookie — never a GOLDEN OREO cookie or other flavors,

yummy as those may be.

EMBOSS

C 64 / M 56 / Y 53 / K 28

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

WAFER

C 0 / M 0 / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20


ICON DON’TSThe icon is a set piece of art. You can change the scale, but you can’t

mess with the icon itself. And why would you want to? It’s perfect.

DO NOT modify the art.

DO NOT put the icon on blackor dark backgrounds.

DO NOT skew the icon.

DO NOT rotate the icon.

DO NOT change the color.

DO NOT change the smile.

DO NOT use anything other than the original cookie.

DO NOT crop the icon.

DO NOT place any objectagainst the cookie.


THE LOCKUPThese are the approved versions of the OREO WONDERFILLED logo.

Go ahead and introduce yourself, because you’re all going to be close friends.

EMBOSS C 64 / M 56 / Y 53 / K 28

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

WAFERC 0 / M 0 / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20

WONDERFILLED BLUEC 60 / M 0 / Y 0 / K0

R 71 / G 201 / B 243

PMS 2985 C

HEX: 47c9f3

Hero LockupsThis is the preferred lockup for all OREO Brand messaging.

Horizontal LockupsWhen the layout does not provide enough room to use the Hero lockup,

the horizontal lockup should be used in its place. Note, though, that the

Hero lockup is preferred and should be used as often as possible.


EMBOSS C 64 / M 56 / Y 53 / K 28

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

WAFERC 0 / M 0 / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20

THE BLACK AND WHITE WONDERFILLED LOCKUPNot surprisingly, OREO looks pretty good in black and white.

Use these WONDERFILLED lockups for black and white messaging.

WHen to use each Lockup on Black & white

Use the black WONDERFILLED

lockup on backgrounds that are 0%K – 30%K.

Use the white WONDERFILLED

lockup on backgrounds that are + 30%K – 70%K.


A

A

A

A

CLEARANCE AND SIZINGYou can’t be an icon if you’re shoved up against some

other logo all willy-nilly, or cropped like some bad

Instagram shot. So follow these guidelines and give

the greatness room to breathe.

MINIMUM Size

5/8”

Never use the stacked

WONDERFILLED lockup smaller

than 5/8” (.625”) tall

A

A = 1/3 of icon height

MINIMUM CLEARANCE


A

A

A A

CLEARANCE AND SIZING — HORIZONTAL LOCKUPSometimes the lockup needs to be horizontal. No worries, it can still

be full of wonder — that is, when you follow these guidelines.

A = 1/3 of icon height

A 1/4”

MINIMUM Size

Never use the WONDERFILLED horizontal

lockup smaller than 1/4” (.25”) tall

MINIMUM CLEARANCE


THE LOCKUP, MESSED UPJust like the icon, the lockup is a set piece of art that is not to be messed with.

So check out these lockup “don’ts.” Then don’t do them.

DO NOT use the black version on colorful backgrounds.

DO NOT alter the tagline.

DO NOT use on dark backgrounds where the icon gets lost.

DO NOT rotate the lockup.

DO NOT crop the lockup.

DO NOT rotate the tagline.

DO NOT alter the lockup.

DO NOT change the tagline color.

all rules and examples shown apply to both the Hero and horizontal versions of the lockup.

BasiCally, other than size, don’t mess with the lockup in any way.


LOCKUP USAGE

WONDERFILLED Blue is the preferred Hero background color, but it is

also acceptable to use the logo on other colors from the secondary

color palette. (See section 2 for more on the secondary color palette.)

The WONDERFILLED lockup should not be used in co-branded materials.

These versions of the lockup are intended

to be used on white backgrounds.

DO NOT use gradient backgrounds.

DO NOT place the logo over busy photography.

DO NOT place the logo over more than one color.


THE WORDMARKThe OREO wordmark is the logo used on all OREO packaging and can be used on

select occasions in OREO Brand messaging. You’ll notice below that we’ve simplified

the wordmark for use outside of packaging and for co-branded materials.

C 64 / M 56 / Y 53 / K 28

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

C 0 / M 0 / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20

OREO BLUEC 99 / M 81 / Y 4 / K 1

R 18 / G 79 / B 152

PMS 7687 C

HEX: 124f98

Wonderfilled BlueC 60 / M 0 / Y 0 / K0

R 71 / G 201 / B 243

PMS 2985 C

HEX: 47c9f3

Color


CLEARANCE AND SIZINGWhat, you think because it’s just the wordmark, and not the icon

or the lockup, that you can stick it any old place? No cookie for you!

B

B

B B

MINIMUM CLEARANCE

B = height of the last “O” B

MINIMUM Size

Never use

the wordmark

smaller than 5/8”

(.625”) wide.

5/8”


WHEN AND HOW TO USE THE WORDMARKWhile the WONDERFILLED lockup is the preferred logo, in certain situations where the lockup

won’t register and on co-branded materials, the OREO wordmark can be used instead.

Using the wordmark on Color backgrounds The wordmark is meant to be used on solid color

backgrounds. WONDERFILLED Blue is the preferred

Hero background color, but it is acceptable to use

the logo on other colors from the secondary color

palette and on solid white. (See section 2 for more

on the secondary color palette.)

Using the wordmark in Black & whiteWhen working in black and white, the wordmark can be placed on

backgrounds that range from solid white to solid black (0%-100%K).

33% K 66% K 100% K0% K

On PhotographyUse the wordmark

over busy photographic

backgrounds.

CO-BRANDED MATERIALSIt should also be used on

co-branded materials,

such as coupons or FSIs.


Basically, other than scale, don’t mess with the wordmark in any way.

DO NOT crop the wordmark.

DO NOT rotate the wordmarkor try to straightenthe wordmark.

DO NOT distort the wordmark.


WORDMARK DON’TSWhat’s sad is that something people worked so hard on can be so

easily ruined. And sad is not on-brand for OREO messaging. So read

this page, absorb it, then move on to happier things.

COOKIES for everyone!

DO NOT ever use the WONDERFILLED lockup and the wordmark in the same space. It’s one or the other.

DO NOT combine the wordmark with the icon.

DO NOT use the wordmark for the word OREO in headlines or copy.

Wonderfilled BRAND BASICS2.ColorIt was just a black and white cookie. Then one day it met a team of graphic designers. And before you could

say “please pass the milk,” the OREO cookie had its own set of WONDERFILLED colors!


FEELING BLUE (IN A GOOD WAY)WONDERFILLED Blue is the main OREO Brand color. Black, white and gray are pretty important too.

Then come the secondary colors. Use them to inject a little fun if things start to feel blue in a not-good way.

Secondary colorsThe secondary colors should be

used to complement

and contrast the primary palette.

Primary color PaletteWONDERFILLED Blue is the Hero color used most frequently in OREO

branding. White is most commonly used for type and represents the

creme of the cookie. Black and dark gray are shown as part of the

palette but are really intended to be used to represent the cookie.

Type AccentOccasionally, white type can be hard to read on WONDERFILLED Blue.

In these instances, use this dark blue as an offset shadow behind the

white type (see section 3: Typography).


R 71 / G 201 / B 243

PMS 2985 C

HEX: 47c9f3

WAFERC 0 / M / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20

EMBOSS C 64 / M 56 / Y 53 / K 28

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

THE CREME & TYPE C0 / M 0 / Y0 / K 0

R 255 / G 255 / B 255

PMS

HEX: 58595b

C 6 / M 71 / Y 14 / K 0

R 226 / G 112 / B 152

PMS 204C

HEX: e27098

C 35 / M 65 / Y 0 / K 0

R 168 / G 114 / B 174

PMS 2573C

HEX: a872ae

C 0 / M 23 / Y 71 / K 0

R 254 / G 198 / B 105

PMS 141C

HEX: fec669

C 56 / M 0 / Y 29 / K 0

R 107 / G 199 / B 192

PMS 325C

HEX: 6bc7c0

OREO BLUEC 99 / M 81 / Y 4 / K 1

R 20 / G 76 / B 154

PMS 7687 C

HEX: 124f98


COLOR PALETTESTo keep you from getting overwhelmed by all the color choices — in other words, to save

you from yourself when you’re working on a deadline and everything starts to blur — we’ve

organized color choices into these handy palettes.

Remember when applYing color to type, use only Wonderfilled Blue, black or white (see section 3: typography)

Primary color Palette + 2 secondary colors

Primary color Palette + 3 secondary colors

It’s easy to go overboard with color, so try not to combine more than three secondary colors with the primary color palette.

Color wheel breakdowns are

intended to denote the ratios

of primary to secondary colors.

Primary Color Palette

Secondary Color Palette


SEASONAL COLORSFor everything, there is a season. Including the colors in the WONDERFILLED Brand palette.

Feel free to use the palettes below when the leaves begin to turn, turn, turn.

C 0 / M 53 / Y 78 / K 0

R 246 / G 142 / B 80

PMS 7576C

HEX: f68e50

halloween

C 11 / M 4 / Y 3 / K 0

R 223 / G 233 / B 238

PMS 656C

HEX: dfe9ee

C 37 / M 12 / Y 5 / K 1

R 163 / G 200 / B 226

PMS 543C

HEX: a3c8e2

winter

C 43 / M 0 / Y 68 / K 18

R 130 / G 173 / B 108

PMS 7490C

HEX: 82ad6c

C 0 / M 84 / Y 66 / K 9

R 218 / G 73 / B 77

PMS 1797 C

HEX: da494d

christmas

Seasonal (seriously, seasonal only)

Color breakdowns not shown here are provided on the previous page.

Wonderfilled BRAND BASICS3.typography and toneAfter 100-plus years, the OREO Brand had a thing or two to tell the world. But was this cookie gonna just

bang it out in some default font like a sophomore writing a paper on Eli Whitney and the invention of the

cotton gin? No. No it was not.


THE DNA OF OUR ABC’STaking inspiration from the creme inside every OREO, we created a unique WONDERFILLED Font. We wanted to

call it “OREO Sandwich,” but that didn’t sound legit. So we named it OREO Sans. OREO Sans is a headline-only font.

We also use the font Pluto. It’s used to provide a little clarity when things get a bit long-winded or for squeezing

into a tight space, as in body copy and fine print.

OREO SANSAN ENTIRELY UNIQUEFONT DESIGNED FOR WONDERFILLEDPluto should be used as an accompanying font to OREO Sans.

Any time there is a lot of copy (more than just a few lines).

Or in cases where the text is very small.

headline

body copy

fine print


OREO Sans Light

abcdefg h i j k lmnopqr s t u vw x y z

OREO Sans Bold

abcdefghijklmnopqrstuvwxyz

OREO Sans Heavy


OREO Sans Black


OREO SANSOREO Sans comes in four delicious flavors — Light, Bold, Heavy and, for when you’re

really hungry, Black. These can be used together in the same layout to bring emphasis to

certain words, but please, don’t use different versions of OREO Sans in the same word.

Because that would be unreadable.


SETTING OREO SANSWhen creating headlines in OREO Sans, always stack and justify the

lines using varying weights of the font to create visual interest.

AlWAYSSTACK and justifyHEADLINES IN OREO SANS.

ALwAYS STACK and justifyHEADLINES IN OREO SANS.


ALwAYS STAC K a n d j u st i f yHEADLINES IN OREO SANS.


DO NOT open the tracking.

DO NOT use the same font weight throughout.

DO NOT use open leading.

DO NOT use more than one weight per line and don’t use too many weights at one time.

Using tight leading and tracking, change the point size

and weight of the font per each line to achieve this.


USING THE CORRECT EMPHASISCare should be taken to put the bolder font emphasis

on the appropriate word (or words) of a headline.

GO BIG this summer.

GO BIG

this summer.

ALWAYS STACK andJUSTIFYHEADLINES IN OREO SANS.

In this example, the directive of “ALWAYS” is much more important to convey than to single

out the word “JUSTIFY.” Especially when it is equally as important to “STACK AND JUSTIFY.”

The main thought being conveyed here is to “GO BIG.” In the example

on the right, “GO BIG” is taking a backseat to the word “THIS.”

AlWAYSSTACK and justifyHEADLINES IN OREO SANS.


wonder if i gave an oreo...wonder if i gave an oreo...

STACKING OREO SANS

When type is not stacked, emphasis on one word per line.

When stacking type, emphasis and weights must be used deliberately

and not too much so that copy is engaging and easy to read.

DO NOT use too many weights — it makes copy hard to read.

DO NOT emphasize more than one word (or a few words together) within a one-liner.

OREO COOKIES Just wannaDUNK



cookiescookies

OREO Sans can be used in white

on blue and in blue on white.

It can also be used in black

on blue or white.

COLOR & OREO SANS

DO NOT use blue when type is being

used to represent the creme.

NOTE:Only use colored type if necessary

and coordinate colored type with

the background / dominant color

in an effort to maintain a minimal

color palette. See pages 35 and 37

for examples.





ADDING A SHADOWSometimes headlines can be hard to read on the WONDERFILLED Blue

background. In these instances, use the darker OREO Blue as a shadow

behind the type.

OREO BLUEC 99 / M 81 / Y 4 / K 1

R 18 / G 79 / B 152

PMS 7687 C

HEX: 124f98


R 71 / G 201 / B 243

PMS 2985 C

HEX: 47c9f3

OREO COOKIES Just wannaDUNK OREO COOKIES Just wannaDUNK


Pluto Light

ABCDEFGHIJKLMNOPQRSTU VWXYZ

abcdefghijk lmnopqrstu vwxyz

Pluto Regular



Pluto Medium



Pluto Bold



PLUTOSometimes you’ll have to use a font that isn’t OREO Sans. Like when you have a

bunch of body copy, or when you’re listing ingredients, or printing fine print. That

font is Pluto. It may no longer be a planet, but it’s a pretty great font.

Pluto can be purchased online along with a license for commercial use. Each

agency is responsible for purchasing the font.


EVERYONE LOVES OREO cookies!

Add the word “cookies” whenever possible.

USE YOUR WORDS When using OREO, WONDERFILLED or “creme” as a word

in a sentence, always follow these simple guidelines.

Always use the words OREO and WONDERFILLED

in ALL CAPS.

Luckily, the OREO Sans font is only available in ALL CAPS.

I wonder if I gave an OREO to...

EVERYONE LOVES OREOS!

I wonder if I gave an OREO to...

DO NOT pluralize the word OREO.

ALL CAPS

OREO

WONDERFILL YOUR DAY.

DO NOT use the word WONDERFILLED or any variation as a noun or verb.

WONDERFILLED

créme does wondrous things.

DO NOT give in to autocorrect. The word

“creme” should not have an accent over the first “e.”

CREME


THE WONDERFILLED VOICE

(We’re Pixar...not Sesame Street)

ageless not childish

(We’re always current...we don’t pine for the past)

timeless not nostalgic

(There’s a wink, an insightful, unexpected twist...but it’s always accessible)

clever not pretentious

(We love a good laugh...but our humor is never at someone’s expense)

witty not snarky

(We question what can be...we don’t deny what is)

optimistic not naive

(We keep it LIGHT. We’re selling cookies, not saving the world)

self-aware not self-important

BEYOND THE BASICS4. Cookies, packages, milk and more.

You may be an icon. But you still have to go to the grocery, play nice with milk and stuff like that. Here’s what happens when a little sandwich cookie goes out into the big world and starts meeting people.


THE COOKIEThis art of the classic OREO cookie is used to represent the product in OREO materials.

Like the icon, the cookie is also available in vector and photographic renderings.

Never mix the cookie styles within an execution.

THE Photographic CookieThis version of the cookie can be

used when the cookie must be paired

with other photographic elements.

THE Vector CookieThe vector cookies, like the vector

icon, are the preferred cookie

style and should be used with most

messaging, as it matches the visual

style of WONDERFILLED.

EMBOSS

C 64 / M 56 / Y 53 / K 28

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

WAFERC 0 / M 0 / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20


VECTOR COOKIESThere are several vector renditions of the cookie that

are available for use in WONDERFILLED messaging.

MINIMUM cookie size

1/2” 1/2”

DO NOT use standard cookie vector art to represent OREO MINI cookie.

DO NOT change the scale of the vector art within asingle execution.

These images should only be used when referencing “twist.”


COOKIE DON’TSThe more consistently we represent our cookie, the more consistent

people’s idea of the brand will be. If you want to be universally loved

and adored, that’s a big deal.

DO NOT modify the art.

DO NOT put the icon on blackor dark backgrounds.

DO NOT skew the cookie.

DO NOT flip the cookie.


DO NOT use the cookie upside down.

When it is necessary

to crop the cookie,

make sure not to crop

the word OREO in the

face of the cookie.

DO NOT crop the cookie so that the emboss of the word OREO on the face of the cookie is cut off.


PHOTOGRAPHIC COOKIESUse these photographic versions when needed, for example in places where the cookie will

accompany photographic imagery.

DO NOT flip this cookie to make a right-facing cookie.


SPEECH & THOUGHT BUBBLESThe icon has some pretty important things to say,

so we created a variety of speech bubbles to help.

Here are a few lines we recommend trying:

I can’t wait to be in over my head.I always see the glass half-full. If it’s half-full of milk.My glass is always wonderfilled.Oreo cookies just wanna dunk.Never stop dunking.Buy me now, dunk me later.

Never stop dunking.


SPEECH BUBBLE BEST PRACTICESThe speech and thought bubbles are intended to be used with the icon and the WONDERFILLED lockup.

DO NOT DO NOT use the speech or thought bubbles with the plain OREO wafer. Because the plain OREO wafer can’t talk. Only the smiling OREO icon can.

DO NOT put anything in the speech or thought bubbles that the OREO Brand wouldn’t say or think. For example, don’t put a packaging shot in there. Or some half-baked bit of copy that any old brand could come up with. If the OREO Brand says it, it needs to be charming.

I Wonder if...

Ahem.

Give an OREO to a stranger!


Our voice is voice is true to the brand — positive, light-hearted and fun. Reinforcing taste, building desire, suggesting pairings... the device is flexible and best on materials that can be easily adaptable. It’s great for “PickUp Lines” on the back of packaging. It is flirtatious, but in an innocent, friendly way.

VOICE OF THE COOKIEIt is important to remember what OREO can and should say.

It’s chocolate o’clock

somewhereIf you pick another cookie,I'll be green with envy

you look berry,berry nice today

Carry love in your heart

and oreo cookieseverywhere else


THE ICON & SPEECH BUBBLES

C

C

C

C

C

C

C = the height of OREO mark on the face of the icon

MINIMUM CLEARANCE for speech bubbles AROUND the icon


THE LOCKUP & SPEECH BUBBLES

C

C = the height of OREO mark on the face of the icon

MINIMUM CLEARANCE for speech bubbles AROUND the Lockup

TWO IMPORTANT NOTES

1. Speech or thought bubbles may break

the minimum safe distance specified for

the lockup. This is the ONLY time this is

acceptable. DO follow the minimum safe

area guidelines specified here.

2. Any speech or thought bubbles used

with the lockup must be placed above

the OREO baseline on the icon face.

C

C C


SAY IT WITH CREMEThere’s a lot to be said for the creme. And the creme can say a lot of it.

Turn the cookie on its side, and use the space between the cookies to

share WONDERFILLED sentiments with style.

NOTE: The color of the text must ALWAYS be white. It’s the creme, after all.


Never stop DUNKing

Give an OREO to a stranger!I THINK YOU’VE EARNED THIS


Of course you don’t always need a glass to enjoy milk. Use these milk splashes to launch

the cookie into your communications, always making sure the bottom of the art is grounded

to the background or another element so the milk has a base from which to emerge.

Milk Solo Milk & Cookie Milk & Cookie 3/4 Best FriendsMilk & Icon

MILK DOES A COOKIE GOOD Oh, oh, oh ice-cold milk and an OREO cookie — it’s a classic combination, right? Let’s

keep it that way with this refreshing suite of graphic pairings sure to get mouths

watering.

Milk Splash & Cookie Milk Splash & 3/4 Cookie Milk Splash & Icon

eva4

HAPPY TOGETHER



DO NOT mix type color and background color.

eva4

HAPPY TOGETHER

MILK MESSAGINGWhen OREO cookies and milk get together, good marketing happens. Use the milk glass art with the

icon, or combine elements like the speech bubbles with the Best Friends art to create more dynamic

messaging. But remember, you still need to follow type guidelines.



MULTIPLE COOKIESWe all know the serving size is 3 cookies. When it’s clear consumption is not intended and cookies are meant to

create designs and graphics, more than 3 cookies may be pictured and should be considered on a case-by-case basis.


STACKING THE COOKIEIt’s fun to stack OREO cookies. Even when they’re vector cookies!

When stacking cookies always stack

them from the bottom up.

Floating cookies are just plain weird.

Have a little fun...but not too much.


Base Cookie PatterNs OPen-FACE Cookie PatterN

When using patterns, an individual cookie should not be smaller than 1/2” (see minimum cookie size guidelines in section 4:

The Product). The patterns shown here are sized smaller only for referencing purposes of the style guide.

Within the context of cropping a pattern, it is acceptable for the cookie face to be cropped through the word OREO.

COOKIE PATTERNSSometimes a simple color field is just too simple. As in, kinda boring. In those

instances, you can spice things up with one of these eye-catching cookie patterns.


RESPECT THE PATTERNS!The cookie patterns utilize the OREO cookie art. So it’s important to continue

to follow all of the guidelines for that art, like don’t change the colors of the

embossments (see Section 4: Cookie Don’ts). In addition, watch out for the

following “don’ts.”

DO NOT distort or alter the perspective of the patterns.

DO NOT alter the patterns.

DO NOT use the pattern without a background.

DO NOT use the pattern behind text.

DO NOT place imagesover patterns.

DO NOT use the patterns on colors other than WONDERFILLED Blue.

DO NOT use patterns on gradient backgrounds.

DO NOT place patterns over photography.




DO NOT place more than one icon within a pattern.

The WONDERFILLED patterns may be

cropped to a single row for use in narrow

spaces, such as conveyor belt separators

or shelf liners.

single row Cookie PatterNs

WONDERFILLED PATTERNSSometimes a cookie pattern can benefit from an additional touch of wonder. Feel free to include a WONDERFILLED

icon among the regular (but still super-great) OREO cookies. But don’t include more than one, or the icons may have

to duke it out for supremacy. And nobody wants to see that. WONDERFILLED Blue is the preferred color to use with the

patterns. However, it’s also acceptable to use them with any of the secondary colors. Just make sure WONDERFILLED

Blue remains the predominant color in the layout, accounting for at least 50% of your color choice.

base OREO and flavors in packs

CLASSIC TRAY

CLASSIC 2-PACK CLASSIC 4-PACK

FAMILY SIZE KING SIZE


PACKAGING IMAGESFor the most current hi-res OREO package images, please download from Kwikee at (http://www.kwikeeclient.com/kraftnabisco/index.shtml)

by searching for the SKU you need. If you cannot locate a current pack shot, please reach out to your brand contact for assistance.


OR20°

WORKING WITH SINGLE PACKAGE IMAGESKeep layouts that utilize single package images sensible. The goal is readability, recognition and

simplicity. And that means no crazy angles, don’t stretch the pack, don’t cover it with type and so on.

DO NOT rotate box or cup packing.

DO NOT angle packages more than 20°.


WORKING WITH TWO PACKAGE IMAGESWhen a communication calls for two package images, you can position them side by side, or even overlap them

a bit to add interest. Just don’t cover the package identity area (see below) and again, keep any angles between

0 and 20 degrees.

package identity area


WORKING WITH A WHOLE BUNCH OF PACKAGE IMAGESSo many packages! So many images! Calm down, you can do this. You know how? By keeping the

arrangement simple and the rotation angles to a minimum. Behold, some examples.


PACKAGING ON BACKGROUNDSIt’s pretty simple. If you’re gonna put the packaging on a background color, make sure

that color allows the packaging to show up. If it doesn’t, it’s not a “background” color, is it?

DO NOT put a stroke or outline around packages.

DO NOT put product on colors that are too close to the color of the package.

Activation Examples5. Coupons, in-store, FSI, displays, social, Recipes

“WONDERFILLED powers, activate!” That’s what the world’s favorite little sandwich cookie says just before it does any number of things, many of which you’ll see on the following pages.


The OREO balloon guy and the clouds are

separate elements that can be used together

or as stand-alone pieces.

EVERGREEN ARTYou know what’s fun to do? Add some charming illustration elements to a WONDERFILLED

Brand layout. Like the balloon guy we made for you. And these clouds. What type of clouds are

they, you ask? Cremeulonimbus. Duh!


EVERGREEN ARTGet ready to unleash wonder in any retail environment with this set of playful key art assets. These are a starting point for filling a

store with wonder. They play nicely together and by themselves. One important note: use your judgment. Be sensitive to your target

and don’t use anything that might be interpreted incorrectly in your market. OREO is inclusive and never wants to hurt anyone’s

feelings. Be inspired to use these in places and ways that are as imaginative as they are.


PRIMARY ART DO’S AND DON’TSWe know you may have to modify the art to fit a specific purpose. That’s OK.

Have fun, but not too much fun. Follow these basic rules when using the primary assets.

Always use art on the

blue background.

DO NOT put the art on a background with a different color.

DO NOT skew the art.

DO NOT crop the cookie.

DO NOT change the art to unreasonable colors.

DO NOT use the art upside down if it inverts the cookie.


PRIMARY ART DO’S AND DON’TSBe creative. Feel free to combine art to tell a more complete story to best fit the

environment you are designing.

DO NOT combine art in a nonsensical way.


HANDOFF ART ASSETSThe simple act of sharing an OREO can change someone’s perspective. Here, recognizable hands connote

inclusiveness, bringing those with traditionally opposing views closer together. They are great as supplemental pieces

in-store, but should never do all the work. The primary art should always lead the story you are telling in-store.


SECONDARY ART DO’S AND DON’TSWhen handing off an OREO cookie, it can be passed with or without the WONDERFILLED lockup.

Just the cookie.WONDERFILLED lockup.

WONDERFILLED lockup.


SECONDARY ART DO’S AND DON’TSFollow these rules when handing off the cookie.

Use the handoffs on blue

background or die-cut.

Always crop like this,

across wrist or arm.

DO NOT crop through the length of the arm.

DO NOT cover the emboss of the word OREO.

DO NOT change the background color.


SECONDARY ART DO’S AND DON’TSWant to create your own handoffs? Awesome. Just keep it simple. The characters must telegraph quickly and easily.

Opportunity to localize: while designed for universal appeal, markets can draw on local rivalries and characters for

even greater local or seasonal relevance.

Keep the detail to a minimum, using

a flat vector style. Minimal flat

shading is OK, just no gradients.

DO NOT get overly complicated or too detailed with the illustration.


SECONDARY ART DO’S AND DON’TSYou can’t share with yourself. Always hand an OREO cookie to another character,

to the customer, or use a hand to dunk an OREO cookie in milk.

Always pass the cookie

between two hands.

The customer counts as

a hand. You can use one

hand passing the cookie

to the customer, but only

in the cookie aisle. DO NOT use a single hand isolated.

Don’t underestimate the

power of suggestion. Use

a hand to dunk an OREO

cookie into milk.


SECONDARY ART DO’S AND DON’TSThe primary and secondary art should be used together to build stories. They can be used

together on a single display for example, or used together in the same retail environment.

Try to combine the primary

art with handoffs in

creative ways.

DO NOT use handoffs in isolation.

share

TIP:

Overall, try to leverage every display surface to expand on the brand communications rather than simply repeating elements.


ON oreo cookies when you buy one (1)package of OREO Cookies and a Gallon of milk.

ON oreo cookies when you buy one (1)package of OREO Cookies and a Gallon of milk.

SAVE $1.00

SAVE $1.00

(any variety, 10.5 oz or larger)


Manufacturer’s Coupon Expires 8/31/14


COUPON EXAMPLES“Clip and save”? Try “Clip, save and frame on the wall because they’re so gorgeous.” See how the

OREO branding varies. In the top examples, the WONDERFILLED lockup is used with cookie art. In

the bottom left example, the pack shots give us sufficient OREO branding. In the co-branded example

(bottom right) we use the OREO wordmark. The most important thing to remember is to keep the

layout as clean as you can.

CO-BRANDED

when you buy and one (1) king size OREO COOKIEs or KING size Chips Ahoy! Cookies (3.5 oz.-4.5 oz.)

SAVE 50


eva4

HAPPY TOGETHER

ON oreo cookies when you buy one (1) package of OREO Cookies and a Gallon of milk. (any variety, 10.5 oz or larger)

SAVE $1.00



AT-SHELF COMMUNICATIONThe customers are literally standing right there, in front of the product, probably with

money in their hand and a growing cookie hunger in their belly. This is our chance to give

them the nudge they need to grab a pack or four. And this is how we do it.

Grab A PACkSAVE $1.00

WHEN you buy any 2 packages of OREO Cookies.(any variety, 10.5 oz or larger)

SAVE $1 INStantlyWHEN you buy any 2 packages (one each) of Chips Ahoy! and OREO Cookies.


CO-BRANDED

Save $1 INstantly


t

when you buy two (2) packages of OREO COOKIEs (any variety, 10.5 oz. or larger)

SAVE 75Manufacturer’s Coupon Expires 8/31/14

-----------------------------------------------------------------------------------------------------------

Reproduction. alteration, transfer or sale of this coupon or its contents is prohibited and is a criminal offense.

0044000-466514

44000 11032

RETAILER: Mondeliz Global LLC or a subsidiary, will reimurse the face value of this coupon plus handling if submitted in compliance with its Coupon Redemption Policy, previously provided to you and available upon request. Cash value 1/100¢. Coupon can only be distributed bt Mondeliz Gloobal LLC or its agent. Mail to: Mondeliz Global LLC, P.O. Box 880110, El Paso, TX 88588-0110. Offer expires: 03/28/14. Consumer: One coupon valid for item(s) indicated. Any other use constitutes fraud. VIOD IF COPIED, TRANSFERED, PURCHASED OR SOLD. VAlid only in USA, FPOs and APOs. © Mondeliz International Group

Nothing picks you up like wondeR

FSI COMMUNICATIONSFSI can stand for “Free Standing Insert.” Or it can stand for “Fantastic! Stupendous! Inspiring!”

It all depends on how well you incorporate the lessons in this style guide, friends.


Nabisco OREO Cookies8.5-15.5 or HoneyMaid Grahams12.2-14.4 or selectvarieties.

Nabisco Wheat Thins or Triscuits 7-10 oz. or selectvarieties.

Nabisco RITZ Crackers9.5 - 15.1 oz. or selectvarieties.

OREO Family Size 19.1 or Chips Ahoy! Family Size 18.2 oz.

Nabisco Newtons 10.5-1.4 oz. or BelVita Biscuits 8.8 oz. Select varieties.


199 3292 $5FOR

2 $5FOR2 $5FOR

IN-STORE CIRCULARYou spin me right round like a cookie, baby.


CO-BRANDED

DISPLAYS AND SHIPPERSWitness the transformative power of the lockup, the icon, the splash and the

voice of the cookie when writ large upon a canvas of sturdy corrugated cardboard!


MILK LABEL EXAMPLES

on Oreo Cookies when yoUbuy one (1) package of oreocookies & a Gallon of milk

save $1.00

(any variety, 10.5 oz. or larger)

MANUFACTURER’S COUPON EXPIRES 08/31/16EXPIRES 08/31/2016RETAILER: subsidiary, will reimburse the face value of this coupon plus handling if submitted in compliance with its Coupon Redemption Policy, previously provided to you and available upon request. Cash value 1/100¢.

Global LLC or its agent. Global LLC, P.O. Box 880110, El Paso, TX. 88588-0110. Offer expires: 08/31/16. CONSUMER: One coupon valid for item(s) indicated. Any other use constitutes fraud. VOID IF COPIED, TRANSFERRED, PURCHASED OR SOLD. Valid only in the USA, FPOs and APOs.

MANUFACTURER’S COUPONCOUPON

on Oreo Cookies when yoU buy one(1) package of oreo cookies and a

Gallon of milk

EXPIRES 08/31/16

save $1.00 (any variety, 10.5 oz. or larger)

take

the plunge one good

dunkdeservesanother

happytogether

DUNK ONLET’S GET OUR

FELICES JUNTOSHAPPY TOGETHER

3451a0014 OREO Milk Labels_BASIC 8595_3.25"x1.25" Bilingual.indd 1 3/20/15 4:10 PM

partners inSNACK TIME

3451a0014 OREO Milk Labels_BASIC 8595_3.25"x1.25".indd 1 3/20/15 4:11 PM

happy


RECIPESKeep recipes as visual and concise as possible. See the Visual and Long Copy versions shown below for reference.

FRONT - VISUAL VERSION

BACK

FRONT - LONG COPY VERSION

BACK

NOTE: All copy is draft and for postion only.

oreocookiesmake milkhappy

dinnerby you

dessertby oreo


ADD SOME OREO COOKIES TO YOUR CART.

OREO MAKES SHOPPING TRIPS SWEETER.

DON’T CHECK OUT WITHOUT CHECKING OUT OREO.

IS THERE ROOM IN THAT BASKET FOR OREO?

SAVE TIME. GET OREO NOW.

OREO IS JUST WHAT YOU’RE LOOKING FOR.

SOCIAL

mini BASICS

mini • 74

FAMILY SIZE BIG BAG GO-PAKS KING SIZE

OREO Mini

Back of package

PACKAGING IMAGES

NABISCORED

PROCESSCYAN

PROCESSMAGENTA

PROCESSYELLOW

Packaging

North AmericaUnited StatesCarton/Box238369

Around: 0.00% Across: 0.00%

-Oreo Mini0 44000 03793 204050031156200

14 ozOffset

CARTON-10223595 10/28/13 --

Rock Tenn, Conway

229715-

PROCESSBLACK

OREOBKGD BLUE

Staccato:YESNO

Date: 02/07/14Version #: 2

1 2 3 4 5 6

SGS#: 0000000COLOR#: 3790825

Curve InformationDistortion

PRODUCTION ART Operator: bb/ES

COLOR DEV Operator: XXGRAPHIC ASSEMBLY Operator: XX SGS CONTACT CSR: Cassie Niehaus

INSERT TAB HERE

Please RecycleThis Carton

please have package available

visit us at: oreo.com

FAMILY

SIZE!

LIFT TAB TO OPEN LIFT TAB TO OPEN

This package is sold by weight, not by volume. If it does not appear full when opened, it is because contents have settled during shipping and handling.

FOR BEST WHEN USED BY INFORMATION, PLEASE SEE DATE PRINTED ON PACKAGE.

This package is sold by weight, not by volume. Packed as full as practicable by modern automatic equipment, it contains full net weight indicated. If it does not appear full when opened, it is because contents have settled during shipping and handling.

NET WT 14 OZ (396g)

CHOCOLATE SANDWICH COOKIES

NET WT 14 OZ (396g)


© M

ondelēz International group

INGREDIENTS: UNBLEACHED ENRICHED FLOUR (WHEAT FLOUR, NIACIN, REDUCED IRON, THIAMINE MONONITRATE {VITAMIN B1}, RIBOFLAVIN {VITAMIN B2}, FOLIC ACID), SUGAR, PALM AND/OR CANOLA OIL, COCOA (PROCESSED WITH ALKALI), DEXTROSE, HIGH FRUCTOSE CORN SYRUP, BAKING SODA, CORNSTARCH, SALT, SOY LECITHIN, CHOCOLATE, VANILLIN - AN ARTIFICIAL FLAVOR.

CONTAINS: WHEAT, SOY.

DISTRIBUTED BYMONDELEZ GLOBAL LLC, EAST HANOVER, NJ 07936 USA

Serving Size 9 cookies (29g)Servings Per Container about 13

Amount Per Serving

Vitamin A 0%Calcium 0%

•

•

Vitamin C 0%Iron 6%

2,000

65g20g300mg2,400mg 3,500mg300g25g

2,500

80g25g300mg2,400mg3,500mg375g30g

Calories:

Less thanLess thanLess thanLess than

*

% Daily Value*

9%10%

0%5%1%7%3%

Nutrition Facts

Total Fat Sat FatCholesterolSodiumPotassiumTotal Carbohydrate Dietary Fiber

Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

Calories 140 Calories from Fat 50

Total Fat 6g Saturated Fat 2g Trans Fat 0gCholesterol 0mgSodium 115mgPotassium 50mgTotal Carbohydrate 21g Dietary Fiber Less than 1g Sugars 12gProtein 1g

BR

AN

D S

EA

L14 OZ OREO M

INICHOCOLATE SANDW

ICH COOKIES

04050031156200

4400003793

02

NABISCORED

PROCESSCYAN

PROCESSMAGENTA

Packaging

North AmericaUnited StatesCarton/Box238389

Around: 0.00% Across: 0.00%

-Oreo Reese's Mini0 44000 03792 504050031156300

13 ozOffset

CARTON-10223595 10/28/13 --

Rock Tenn, Conway

229715-

PROCESSYELLOW

PROCESSBLACK

OREOBKGD BLUE

Staccato:YESNO

Date: 02/13/14Version #: 3

1 2 3 4 5 6

SGS#: 0000000COLOR#: 3790825

Curve InformationDistortion

PRODUCTION ART Operator: bb/ES

COLOR DEV Operator: XXGRAPHIC ASSEMBLY Operator: XX SGS CONTACT CSR: Cassie Niehaus

LIFT TAB TO OPEN LIFT TAB TO OPEN

INSERT TAB HERE

Please RecycleThis Carton

This package is sold by weight, not by volume. If it does not appear full when opened, it is because contents have settled during shipping and handling.

FOR BEST WHEN USED BY INFORMATION, PLEASE SEE DATE PRINTED ON PACKAGE.

This package is sold by weight, not by volume. Packed as full as practicable by modern automatic equipment, it contains full net weight indicated. If it does not appear full when opened, it is because contents have settled during shipping and handling.

please have package available

visit us at: oreo.com

The REESE’S trademark andtrade dress are used under license

FAMILY

SIZE!

NET WT 13 OZ (368g)


NET WT 13 OZ (368g)

CHOCOLATE SANDWICH COOKIESPEANUT BUTTERFLAVOR CREME

Serving Size 9 cookies (29g)Servings Per Container about 12

Amount Per Serving

Vitamin A 0%Calcium 0%

•

•

Vitamin C 0%Iron 6%

2,000

65g20g300mg2,400mg 3,500mg300g25g

2,500

80g25g300mg2,400mg3,500mg375g30g

Calories:

Less thanLess thanLess thanLess than

*

% Daily Value*

8%5%

0%6%1%7%3%

Nutrition Facts

Total Fat Sat FatCholesterolSodiumPotassiumTotal Carbohydrate Dietary Fiber

Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

Calories 130 Calories from Fat 45

Total Fat 5g Saturated Fat 1g Trans Fat 0gCholesterol 0mgSodium 140mgPotassium 45mgTotal Carbohydrate 21g Dietary Fiber Less than 1g Sugars 11gProtein 2g

INGREDIENTS: UNBLEACHED ENRICHED FLOUR (WHEAT FLOUR, NIACIN, REDUCED IRON, THIAMINE MONONITRATE {VITAMIN B1}, RIBOFLAVIN {VITAMIN B2}, FOLIC ACID), SUGAR, CANOLA AND/OR PALM OIL, PEANUTS, COCOA (PROCESSED WITH ALKALI), HIGH FRUCTOSE CORN SYRUP, PEANUT OIL, DEXTROSE, MALTODEXTRIN, SALT, LEAVENING (BAKING SODA AND/OR CALCIUM PHOSPHATE), CORNSTARCH, SOYBEAN OIL, SOY LECITHIN, WHOLE GRAIN WHEAT FLOUR, PARTIALLY HYDROGENATED COTTONSEED OIL, CHOCOLATE, VANILLIN - AN ARTIFICIAL FLAVOR.

CONTAINS: WHEAT, PEANUT, SOY.

DISTRIBUTED BYMONDELEZ GLOBAL LLC, EAST HANOVER, NJ

© M

ondelēz International group

BR

AN

D S

EA

LOREO M

INI REESE'SCHOCOLATE SANDW

ICH COOKIES

04050031156300

4400003792

05

mini • 75

LOCKUP

MINI COOKIE MINI SMILE MINI TAG ON BLUE

thins BASICS

Thins • 77

thins Tone & positioning OREO Thins is part of the Wonderfilled family, but has a slightly different tone than base — a more modern and sophisticated POV.

It’s still playful and optimistic, aimed at helping people see the world with open eyes and a curious heart.

We flattened it.

We didn’t break the mold.

©Mondelēz International Group

Thins • 78

OREO THINS COLORS

ILLUSTRATION COLORSColors shown below are a base for production purposes

only. Colors used within the provided files have been

adjusted for readability.

WONDERFILLED BLUE

C 60 / M 0 / Y 0 / K0

R 71 / G 201 / B 243

PMS 2985 C

HEX: 47c9f3

WAFERC 0 / M / Y 0 / K 100

R 35 / G 31 / B 32

PMS Neutral Black C

HEX: 231f20

EMBOSS C 0 / M 0 / Y 0 / K 80

R 88 / G 89 / B 91

PMS 425 C

HEX: 58595b

THE CREME & TYPE C0 / M 0 / Y0 / K 0

R 255 / G 255 / B 255

PMS

HEX: 58595bC 39 / M 80 / Y 6 / K 0

R 164 / G 84 / B 152

HEX: a45498

C 0 / M 74 / Y 92 / K 0

R 242 / G 103 / B 45

HEX: f2672d

C 0 / M 72 / Y 16 / K 0

R 240 / G 108 / B 148

HEX: f06c94

C 0 / M 0 / Y 75 / K 0

R 255 / G 244 / B 95

HEX: fff45f

DO NOT use any colors not shown on this page when creating additional content for OREO Thins.

Thins • 79

THINS TYPOGRAPHY Pluto is the font of choice of OREO Thins. It is used in the Thins lockup and in this style guide. Pluto can be purchased online along with

a license for commercial use. Each agency is responsible for purchasing the font.

Pluto Thin



Pluto Medium



Pluto Extra Light



Pluto Bold



Pluto Light



Pluto Heavy



Pluto Regular



Pluto Black



DO NOT use any font not in the Pluto familywhen creating additional contentfor OREO Thins.

4-PACK

CLASSIC TRAY

Thins • 80

141208_OreoThins_BaseSide.jpg 141208_OreoThins_GoldPDP.jpg

141208_OreoThins_MintPDP.jpg 141208_OreoThins_MintSide.jpg Oreo_THINS_Golden_Render.jpg

141208_OreoThins_GoldSide.jpg141208_OreoThins_BasePDP.jpg

Oreo_THINS_Mint_Render.jpg

Oreo_THINS_ORIG_Render.jpg

OREO THINS PACKAGING Files shown below are included in the toolkit. File names are shown below each image.

The wonder vaultEach year, OREO releases new, delicious flavors - but no one has ever explained where these

flavors come from. Realizing the opportunity to tell an origin story, we created the OREO

Wonder Vault. It is a creative platform that introduces OREO flavors in a consistent narrative

but allows new and different executions each time. The Wonder Vault is positioned for

consumers to ignite their creativity with OREO to imagine the magical place where inspiration

behind each OREO flavor is dreamed up and stored. The Wonder Vault is used to introduce new

flavors and innovations in our WONDERFILLED brand tone.

The Wonder Vault is managed by 360i. For any questions on the material please contact:

Lauren Fuller

Account Supervisor

[email protected]

(212)261-2643

Wonder Vault • 82

THE WONDER VAULT CONSTRUCT Flavor Worlds are inspired by the unique sensory experiences of each LTE. They are designed to be delicious,

playful, magical spaces that fans can get immersed in. Each world is built from the Sight, taste, smell, texture,

playful attributes & cultural associations of each flavor.

A whimsical structure that people can see when they are open to wonder

It can appear anywhere in the world: a park, a busy street,the subway, etc.

Inside the vault is a chamber with doors that lead to flavor worlds

Each flavor world is inspired by a different LTE

Wonder Vault • 83

LOOK / FEEL / TONE

The Wonder Vault is a lively world full of warmth and wonder.

It should be childlike, without being childish. To that end, we’d like to use a flat

animation style to bring the world to life, while using depth and perspective to help

add the feeling of scale.

We’ll also add dimension and different textures to our designs to build out the

worlds of all our flavors. This will give each world a unique feel while adhering to

our overall aesthetic.

Similarly we’ll use a range of colors and saturated hues, but work from a set palette

to maintain consistency.

Guiding us through the vault is our narrator. He’ll be older, with a bit of gravitas. This

will also help keep this piece from seeming childish. He’ll be warm and genial, with a

tinge of wonder. As if he too is marveling at all the flavor rooms.

Music will also be key to helping us create these different worlds. As we go from one

flavor to the next, it will transition accordingly, mirroring the visuals in each scene.

Cinnamon Bun will sound warm and lively. Red Velvet will be sultry and smooth, but with

an upbeat tempo. We want the music to keep pace with our story, not drag it down.

Incorporating all these elements will allow us to not only create distinct

environments for each flavor, but also smoothly transition between them without

losing our overarching look, feel and timing.

Wonder Vault • 84

WORLD GUIDELINESAs the chapters of the Wonder Vault continue to roll out, there is a good chance that videos/content will

need to depict the three “worlds.”

Here are some guidelines on how each of those worlds should be brought to life to ensure consistency.

Wonder Vault • 85

REAL WORLDOur story begins in the real world. Here we see an ordinary guy enjoying an OREO in a park. He’s in his mid-20s, looks cheery,

but doesn’t really stand out otherwise. He’s more of a visual element than a true character. And his sole purpose is to be a

conduit into the Wonder Vault. So that when he starts to wonder, the entrance to the vault magically appears.

The Real World portion is represented by a cooler palette of pastel colors, nothing too bright or dynamic. The palette is low saturation, analogous, and geared towards green and blue.

In the Real World we hear a subtle, yet whimsical track. Possibly a muted version of the original OREO melody. It’s like the internal soundtrack of our guy as he wonders about OREO cookies.

Reference: Morning, by Edvard Grieg

music inspiration

visual palette

Wonder Vault • 86

MAIN ROOMThe Main room of the vault reflects all the wonder of the original OREO cookie, yet is lined with OREO-shaped doors

leading to all kinds of flavors. There’s a big fountain, with milk shooting out of fun crazy straws. Surrounding it are Rube

Goldberg-esque contraptions like little catapults that flip OREO cookies into the fountain. Spiral staircases wind their

way up to the various levels of the vault. Even the ceiling is WONDERFILLED, with cookie constellations, shooting stars

and a big glass of milk pouring into a true Milky Way.

Once we enter the OREO vault Main room, the palette gets more saturated and higher values. Colorful tints within the specific hues of the three primaries.

As we transition to the Main room, the music changes to a more upbeat, poppy track with added instrumentation

Reference: Let Me Tell You About My Boat by Mark Mothersbaugh

music inspiration

visual palette

Wonder Vault • 87

ELEMENTS FOR THE FLAVOR WORLDSThe design of whimsical flavor worlds is inspired by different elements of the cookie.

The pallete is inspired by the Colors of the

biscuit and the creme

Red Velvet world is red and white like the biscuit

and creme

The world includes elements inspired by the flavor profile of

the cookie

Cinamon Bun world evokes the warm/

cool of the bun and frosting

The scent of the cookie is brought to life through visual

cues & the VO

Filled cupcake & cocoa volcanoes

This is in relation to textures associated

with the flavor

Velvety, smooth, soft, icy, etc.

Any elements of the cookie that encourage play

should be brought into the world

Two types of creme, embossments, eating rituals

Some flavors come with cultural

associations that can be played up

Red Velvet’s Southern heritage.

Cinamon Bun’s seasonal winter

charm

examples

Wonder Vault • 88

FLAVOR WORLD - CINNAMON BUNBehind the Cinnamon Bun door is a cozy wintertime cinnamon forest. Icing covers the snowy ground, as gusts of wind blow

cinnamon crystals. People bundled up in warm pajamas play in the forest, throwing icing snowballs, making cinnamon snow

angels and ice skating on lakes of icing.

Reference: Forces of Attraction from The Theory of Everything, middle of arrangement at :18

music inspiration

visual palette

Each rooms palette will be inspired by the flavor, and equally saturated as the Main room. More of a complimentary palette. Below palette shows palette inspired by warmth of cinnamon buns and coolness of a winter surrounding.

In Cinnamon Bun the music becomes warmer, almost festive. It’s upbeat, yet whimsical, matching the wintery wonder of the scene.

Wonder Vault • 89

FLAVOR WORLD - RED VELVETInside Red Velvet we see rich cake mountains, capped with creamy frosting. A red locomotive winds through the mountains,

with little puffs of frosting coming from its smokestack. Below is a cream cheese river, with a river boat churning upstream,

past Red Velvet cupcakes along the banks.

Unlike the Cinnamon Bun room, the Red Velvet room is inspired by a warmer palette, playing with different shades of rich reds and creamy whites.

Here the music becomes a little more sultry and smooth, but still upbeat. It could almost have a jazz- like quality to it, with the addition of horns added to the track.

Reference: Can’t Get Enough of Your Love Baby by Barry White

music inspiration

visual palette

Wonder Vault • 90

FLAVOR WORLD - S’MORESInside the S’mores vault we’re transported to the camp of summers gone by. Toasting marshmallows over the fire as a

bearded musician strums his guitar and tells us a tale. The fireflies dance through the trees as we gaze into the sky and

wish on a shooting star.

The saturated colors were inspired by nature, with plenty of greens and golds, and blues added in as we reach dusk.

The music is exactly what you’d expect to hear while sitting around the campfire. Simple and relaxing, but in the WONDERFILLED melody. Strumming on an acoustic guitar with a spoken word story as a song.

music inspiration

visual palette

Wonder Vault • 91

REGIONAL ACTIVATION

Start with the story

behind the equity cookie.

This is something creative

should think about.

Focus on establishing the

mythology behind the vault &

how it appears to people who

are “wondering” in the world.

Flavor can be an LTE or

permanent flavor in that market.

CONTACT INFORMATIONIf you have questions or concerns with how to use elements

of the OREO toolkit, please contact:

LEGAL INFORMATIONOREO assets are owned by us. They identify OREO cookies and our brand to consumers wherever OREO cookies are sold.

In order to keep our brand strong, we need to protect our assets.

ELISE BURDITT Senior Associate Brand Manager – OREO

[email protected]

KRISTIN TREMBLAY Sr. Promotion Manager

[email protected]

oreo style guide - milanote

Documents