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WHITEGRASS BRAND MANUAL



TABLE OF CONTENT

BRAND PROMISE What is Brand Promise? 01 HNG Capital Mission & Vision The Whitegrass Story

WHAT IS BRAND PROMISE ? A brand promise is a value or experience a company's customers can expect to receive every single time they interact with that company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employee

A Mission Statement defines the HNG CAPITAL MISSION & VISION company's business, its objectives and its approach to reach those MISSION objectives. A Vision Statement To be esteemed regional leader in our core businesses, and making our mark in describes the desired future enchancing and sustaining the very essence of living- today and for generations position of the company. Elements to come of Mission and Vision Statements are often combined to provide a VISION statement of the company's To be a respected regional investment holding company. purposes, goals and values. To position each of our respective business division as a regional leading corporation in their respective field. To build a professional management team necessary for establishing long term sustainability of our shareholder value. To constantly grow our portfolio of investments and enrich shareholder value

A brand story and Manifesto THE WHITEGRASS STORY describe why your restaurant exists, its purpose, and why people Nature has and always will be our biggest inspiration when it comes to the should care about your brand. They creation of our French-Japanese cuisine. We want you to experience this build connections and trust. unprecedented dining culture by Head Chef Takuya Yamashita. Born in Nara Prefecture, a region in Japan famous for its stunning mountains and lush forests, Chef Takuya’s home instilled in him a profound reverence for nature and unwavering respect for produce. Hence, our menus are built around a passion for showcasing nature and sustainability. The ingredients used are mostly sourced from the trustworthy farmers and fishermen in Nara, with promising quality and freshness. Nature has and always will be our biggest inspiration when it comes to the creation of our French-Japanese cuisine. We want you to experience this unprecedented dining culture by Head Chef Takuya Yamashita. Born in Nara Prefecture, a region in Japan famous for its stunning mountains and lush forests, Chef Takuya’s home instilled in him a profound reverence for nature and unwavering respect for produce. Hence, our menus are built around a passion for showcasing nature and sustainability. The ingredients used are mostly sourced from the trustworthy farmers and fishermen in Nara, with promising quality and freshness. Located at the historic CHIJMES, one of Singapore’s most iconic locations, our 40-seat restaurant boasts stellar service. We have also carefully curated a beverage list to showcase makers who share our respect for their produce. Our chefs and the team love to share their knowledge about the produce used in the cuisine, offering you a personalized dining experience with a meet and greet at the end of the course. With welcoming interiors, thoughtful hospitality, and seasonal menus that showcase the best ingredients, we are ready to elevate your lifestyle for “Memo-

LOGO 02 Logo Primary Logo Logo Clear Space Minumum Size Incorrect Logo Usage

The logo is the most important LOGO & USAGE element, which symbolizing its personality, simplicity and respect for nature

Logo Color Palette This refers to PRIMARY LOGO REVERSE colors used in our Logo imagery. Which color version to use? PRIMARY LOGO COLOUR with light background CMYK color breakdowns are the most common color version to use 3B464E as it allows our Brand Identity to appear uncompromised & can be SECONDARY LOGO COLOUR printed with full color imagery. with dark background RGB color breakdowns are used for ffffff screen-based applications such as Microsoft PowerPoint, the app & web based applications.

Clear space is the term for a LOGO CLEARSPACE specific amount of space that a x logo must have on all sides, no matter where it is used. The reason for clear space is to ensure that a logo maximizes visibility and impact x xx

To guarantee legibility at all MINIMUM SIZE times, it is essential that the logo will never reproduced in smaller MINUMUM size than the size shown as below. x width: 2cm x

The integrity of the logo must be INCORRECT USAGE respected at all times. Don’t stretch, condense or otherwise 1. Recreate or retype the words alter or manipulation it. Any 2. Stretch or alter our logo in anyway modification of the logo confuses 3. Change our logo colour its meaning and diminishes its 4. Use garphic effects or outline on our logo impact 5. Emboss the logo out of a colour background 6. Place our logo in a shape WHITEGRASS 7. Overlap other graphics or text or photography 8. Reverse logo out of a colour 9. Add a ring around the logo 10. Angle the logo. Always use it vertically reading upwards 11. Rearrange the type

THE COLOUR Primary Colour Palette 03 Secondary Colour Palette

Primary Color Palette This refers to PRIMARY COLOUR PALETTE colors used in our Brand Identity. The gray ties our logo with our BRIDESMAID primary colors, while we strive to WEB: FEF0EB use pastel colors, the gray will be RGB: 254, 240, 235 used to create a striking logo. CYMK: 0, 5, 5, 0 DAWN PINK WEB: F1E9DE RGB: 242, 234, 222 CYMK: 4, 6, 11, 0 ALMOND WEB: F0D8CC RGB: 240, 216, 204 CYMK: 4, 15, 16, 0 EUNRY WEB: CAA591 RGB: 203, 166, 146 CYMK: 21, 35, 41, 0 SHUTTLE GRAY WEB: 596871 RGB: 92, 103, 112 CYMK: 66, 52, 44, 17

The secondary palette is used to SECONDARY COLOUR PALETTE support and compliment the 5 primary colours. Examples of use PAPAYA WHIP include text, background panels WEB: FEF0EB and lists. RGB: 255, 239, 211 CYMK: 0, 5, 17, 0 OPAL WEB: F1E9DE RGB: 169, 195, 194 CYMK: 34, 13, 22, 0 CASAL WEB: F0D8CC RGB: 48, 89, 111 CYMK: 85, 58, 40, 20 PHARLAP WEB: CAA591 RGB: 168, 123, 118 CYMK: 33, 53, 47, 5 CLAM SHELL WEB: 596871 RGB: 213, 178, 174 CYMK: 16, 31, 25, 0