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Jollibean Brand Manual

INTRODUCTION OF BRAND

Brand MissionCreate all natural soy products to bring good cheer to the customers and brighten up their day.

Brand VisionTo be able to provide ease and convenience through joyful service and efficiency.

Tagline“Have a jolliday!”

Tone of VoiceChirpy, Cheery and Confident!

Brand NarrativeIn a fast-paced society, where we rub shoulders and step on peoples’ feet, it is really easy to get upset and frustrated! When we are stuck in the office or in transit, we need something that can uplift us and bring us true joy!

Well, here at Jollibean, the simple soy bean can turn your bad day into a jolliday! Not only are we a tasty treat but we are also a healthy snack! Let us color your day with our service and make buying healthy good food easy and efficient!

Have a jolliday!

Jollibean Brand Manual

TABLE OF CONTENTSii

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01 – Logo & Color Guide01. Introduction of basic logo usage & colors02. Secondary Color Schemes

02 – Character & Graphics04. Product & Mascot Graphics05. Mascot Graphics08. Graphic Devices09. Tagline

03 – Systems & Applications10. Logo & Tagline Usage11. Mascot & Graphic Usage12. Graphic Device Usage13. Graphic System14. Usage in Advertising15. Usage in Website16. Usage in Kiosk17. Usage in Pacakaging18. Pacakaging Templates

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1LOGO & COLOR GUIDELINES

Wordmark & Color GuideClear space X-height of alphabet intruding the outline of logotypeMinimum size 7mm

These five colors are the only colors that can be used alone.

Jollibean WordmarkInternal: WhiteExternal: Jollibean Green

Primary ColorJollibean GreenPantone 374C#00A261

C 100 M 0 Y 86 K 3

R 0 G 162B 97

Secondary ColorJollibean OrangePantone 143C#FCB040

C 0 M 35 Y 85 K 0

R 252 G 176B 63

Secondary ColorGreen BeanPantone 382C#C1D72E

C 29 M 0 Y 100 K 0

R 193 G 215B 46

Secondary ColorYellow BeanPantone 101C#FFF452

C 0 M 0 Y 79 K 0

R 255 G244B 82

Secondary ColorPale Yellow BeanPantone 101C (50% Tint)#FFF9AF

C 0 M 0 Y 39 K 0

R 255 G249B 173

7mm

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2LOGO & COLOR GUIDELINES

Secondary ColorGraphic Device/ Bean 02

-#CCCC33

C 22 M 0 Y 95 K 0

R204 G204B 51

Secondary ColorGraphic Device/ Bean 03

-#E2E53E

C 15 M 0 Y 90 K 0

R 226 G229B 62

Supporting ColorRealistic Soy Milk Shade

-#FFEFDD

C 0 M 6 Y 12 K 0

R 255 G239B 221

Supporting ColorGrey

-#F1F2F2

C 0 M 0 Y 0 K 5

R 241 G242B 242

Supporting ColorStraw Red

-#ED1C24

C 0 M100 Y 100K 0

R 237 G26B 38

Secondary ColorGraphic Device/ Bean 04

-#F1EC46

C 0 M 0 Y 84 K 0

R 241 G236B 70

These colors are supporting colors used. (Never alone)

Additional Color Guide

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3LOGO & COLOR GUIDELINES

Mascot Color GuideMascot ColorSoft Yellow

-#FFFAC2

C 0 M 0 Y 30 K 0

R 255 G250B 194

Mascot ColorJolli-Skin-#FECE7B

C 0 M 20 Y 60 K 0

R 254 G206B 123

Mascot ColorJolli-Skin (Shade)-#E7BC70

C 0 M 20 Y 60 K 10

R 231 G188B 132

Mascot ColorRosy

-#F9A870

C 0 M 40 Y 60 K 0

R249 G168B 112

Mascot ColorCaramel

-#A97B48

C 30 M 50 Y 80 K 10

R169 G123B 32

Mascot ColorChocolate

-#603913

C 40 M 70 Y 100 K 50

R96 G57B 19

Mascot ColorOutline

-#3C2415

C 50 M 70 Y 80 K 70

R60 G36B 21

Mascot ColorPinky

-#F1666A

C 0 M 75 Y 50 K 0

R241 G102B 106

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4CHARACTERS & GRAPHICS

Mascots & Product Graphics

MascotsJollibean has four distinct products category where mascots are used with product graphic to represent each category.

1. Jollikitty: Beverages2. Jollibear: Pancakes3. Jollipuppy: Warm Desserts4. Jollibunny: Ice-Cream

Along with product mascots, a consumer mascot (Jolliboy) and a company mascot (Jollibeanie) is created.

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5CHARACTERS & GRAPHICS

Mascot Characters

JollibeanieThis company mascot is used along every touchpoint of Jollibean; both products and non-products. The outline of the character uses Jollibean Green instead of Outline Brown to make it distinct from the other characters while keeping consistency with the wordmark.

It represents cheer, joy and a sense of welcome.

JolliboyThis consumer mascot symbolizes consumer confidence with the Jolliboy reaching for the the products (in applications).

The character, though named as a boy has both characteristics of male and female yet does not favour any, which keeps it appealing to both genders.

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6CHARACTERS & GRAPHICS

Mascot Characters

JollibearThe pancake mascot is represented by the bear as bears are known for their appetite for hearty food and is often portrayed with yummy gooey food; it is characterized to portray the same impression.

JollibunnyThe ice-cream mascot is represented by the bunny for its fluffy and light texture of the ice-cream similar to the touch and movememt of a bunny.

This also creates the impression that Jollibean ice-creams are light in texture and in calories.

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Mascot Characters

JollipuppyThe warm desserts mascot is represented by a puppy for its energy and its loyalty. Traditional desserts that revitalises is apt to be represented by a young pup,

JollikittyThe beverage mascot is represent by a kitten. Kittens are often portrayed as favoring warm milk. At Jollibean, all beverages – with or without pearls – are warm. However, since the pearl drinks is a small part of the beverage menu. The kitten is holding an ordinary soy milk product.

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8CHARACTERS & GRAPHICS

Graphic Devices

Jumping BeanThe bouncing colored beans in gradation is the graphic device used to signify confidence and a subtle vibrance/joy relating to Jollibean.

Big BeanThe big bean is the graphic element in which the mascots and product graphics come together. This provides a consistent area in which the eye is focused into.

Story BeanThe story bean follows the form of the Jollibeanie mascot. This graphic device is only meant to hold the brand story of Jollibean

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Graphic Devices

3 Tier CloudsThe clouds acts as a supporting graphic that can be paired up with the tagline and its graphic device to create a scenic scape.

TaglineThe tagline is curved on a cropped area of the Jumping Bean graphic device. The cropped beans act as mountains for the mascot.

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10SYSTEMS & APPLICATIONS

Logo & Tagline Usage

Wordmark (Non-Product Usage)The alternate logo is used on the top right of touchpoint. It represents the signage and aligns to end of tagline.

Tagline (Non-Product Usage)The tagline is used on the bottom right of touchpoint. The tagline is Jollii-Orange and mascot is fixed.

Wordmark (Product Usage)The Jollibean logo is used on the bottom right of the Primary Display Panel of the product container.

Tagline (Product Usage)The tagline is used on the bottom right of the back. The company & customer mascot can be used within the grey.

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Mascot & Graphic Usage

Big Bean (Product Usage)The mascots and graphics for products are always within the device. The product mascot is always left facing right and paired with the jolliboy and jollibeanie on the right facing left. This is used to create the exchange of product between the product, customer and consumer.

Product Descriptor (Product & Store Usage only)Product graphic are aligned in one line within centralized to the palm of the jolliboy. Relevant product will be the closest in reach of jolliboy.

Big Bean (Non-Product Usage)Similar to the product usage, the Big Bean is where the product and mascot graphic exist. However, graphics are allowed to exceed the device by no more than 60% or 2/3.

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Graphic Device Usage

Jumping Bean Graphic Device (Non-Product Usage)The graphic device is used with in a cropped fashion, depending on the closest dimension of printed material. The darker grey areas are writable area and should be chosen accordingly.

Jumping Bean Graphic Device (Product Usage)The graphic device is fitted to fill the primary display panel completely. The design is cropped in a similar fashion as the verticle croppings. however it is not limited to the grid, rather a cetralized system is used.

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Graphic Device Usage

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14SYSTEMS & APPLICATIONS

Usage in Advertising

Graphic System (Advertising Usage)Logo and tagline aligned right; text end on same area. The copy is found along the writable area of the graphic system. The graphics follows the 2/3 rule of the big bean and the header is all-caps while the body copy follows normal text rules.

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15SYSTEMS & APPLICATIONS

Usage in Website

Graphic System (Webpage Usage)The website uses and inverted L-shaped template commonly seen. The closest cropping for the sliced area is the 3-column variation 01 crop The same rules apply.

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16SYSTEMS & APPLICATIONS

Usage in Kiosk

Graphic System (Kiosk Usage) (DI)The signage is used following the alternate logo’s dimensions. The clouds and product descriptor graphics are used similar to that on a cup, however since its a non-product usage, tagline remains orange. The graphic device is cropped at the back. The bear is used as it is the ‘staple’ product.

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17SYSTEMS & APPLICATIONS

Usage in Packaging

Graphic System (Packaging Usage) (DI)The logo is placed at the bottom right of Primary Display Panel. Correct tagline usage with correct big bean graphic usage. As the cup’s lid can only afford the be printed with a single color, the primary color is used so as for it to stand out.

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Packaging Templates

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Packaging Templates

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Packaging Templates