brand guide 18 june copy

WHITEGRASS BRAND MANUAL

Brand Style Guide 2 TABLE OF CONTENT 1.THE BRAND 2.VISUAL IDENTITY 3.VERBAL IDENTITY 4.APPLICATIONS a.What is a Brand? a.Identity System Overview a.Introducing Our Brand a.Stationary : Menus b. Vision & Mission b. Incorrect Logo Uage / b.Introducing Our Verbal Identity b.Stationary : Events Menu c.The Whitegrass story & Manifesto Integerity of the Mark c.Logo Clear Space c.Stationary : Signage c.Logo Clear Space d.Logo Colour Palette d.Email Sign Off d.Logo Colour Palette e.Brand Colour Palette e.Design Elements e.Brand Colour Palette f.Typography f.Typography g.Photography Aprocoach g.Photography Aprocoach Brand Style Guide 2

Brand Style Guide 3 BRAND PROMISE What is a brand? HNG CAPITAL -Vision & Mision The Whitegrass Story & Manifesto

Brand Style Guide 4 'We are in the business of making people happy’ - Walt Disney WHAT IS BRAND? Paying homage to the nature and hard work of our selected farmers and producers through the culinary twist of classical French fare with modern Japanese cuisine. 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

Brand Style Guide 5 HNG Capital Mission & Vision MISSION To be the esteemed regional leader in our core businesses, and making our mark in enhancing and sustaining the very essence of living — today and for generations to come VISION • To be a respected regional investment holdings company. • 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 Mission Statement defines the company's business, its objectives and its approach to reach those objectives. A Vision Statement describes the desired future position of the company. Elements of Mission and Vision Statements are often combined to provide a statement of the company's purposes, goals and values.

Brand Style Guide 6 The Whitegrass Story & Manifesto STORY 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. 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 “Memorable Experiences” with us. MANIFESTO Whitegrass maintains a “Legacy” as a place with welcoming interiors, thoughtful hospitality, and seasonal menus that showcases the best ingredients”. We create lasting experience through sharing the rich and diverse journeys our food and drink make before reaching our guest’s plate. We treat our guest as long-lost friends, sharing with them our familial care, extensive knowledge, and positive energy A brand story and Manifesto describe why your restaurant exists, its purpose, and why people should care about your brand. They build connections and trust.

Brand Style Guide 7 VISUAL IDENTITY Identity System Overview Incorrect Logo Usage / Integrity of the Mark Logo Clear Space Logo Colour Palette Brand Colour Palette Typography Photography Approach

Brand Style Guide 8 Identity System Overview WHY HAVE BRAND STANDARDS AND GUIDELINES? This Brand Manual establishes the rules and guides to maintain a consistent identity system, which are to be used throughout all marketing collaterals on both online and printing materials. Our visual identity is tightly bound to our style and values of “Thoughtful, Seasonal & Chic”. Through the use of the identity system, we seek to present our welcoming vibe, friendliness, passion in hospitality and celebrate individuality.

Logo Brand Style Guide 9 LOGO MINUMUM SIZE 3MM BRAND IDENTITY The logo is the most important element, which symbolizing its personality, simplicity and respect for nature.

Brand Style Guide 10 Logo Clear Space x CLEAR SPACE x xx CLEAR SPACE CLEAR SPACE xx x CLEAR SPACE x Clear space is the term for a specific amount of space that a 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.

PLOr i mG Oa rCy OLLoOgoU R ePvAeLr sEeT T E Brand Style Guide 11 Primary Logo Colour Secondary Logo Colour with light background with dark/ coloured backgrounds C -75 R -60 C -0 R -255 M -61 G -70 M -0 G -255 Y -53 B -78 Y -0 B -255 K -39 K -0 This refers to colors used in our Logo imagery.CMYK color breakdowns are the most common color version to use as it allows our Brand Identity to appear uncompromised & can be printed with full color imagery. RGB color breakdowns are used for screen-based applications such as Microsoft PowerPoint, the app & web based applications.

Brand Colour Palette Brand Style Guide 12 Primary Colour Palette Slightly Desaturated Orange Light Grayish Orange CBA692 F1D8CC C - 21 M -35 Y -41 K -0 C -4 M -15 Y -16 K -0 R -203 G -166 B -146 R -240 G -216 B -204 Light grayish red Orangish White F7DADB F1E9DE C -1 M -16 Y -7 K -0 C -4 M -6 Y -11 K -0 R -247 G -218 B -219 R -242 G -234 B -222 Dark Grayish Green-cyan Dark Grayish Azure 5D7167 5D6771 C -66 M -52 Y -44 K -17 C -66 M -52 Y -44 K -17 R -92 G -103 B -112 R -92 G -103 B -112 This refers to colors used in our Brand Identity. The gray ties our logo with our primary colors, while we strive to use pastel colors, the gray will be used to create a striking logo.

Brand Colour Palette efcce1 Brand Style Guide f1cdd4 13 Secondary Colour Palette f7f5c0 f1dee6 cee8d4 92cbc3 def0e8 f8debe f0e8dd 92cba6 5d7167 dee6f0 71675d cce5f1 93b8cb They are meant to be used minimally and when it needs to be eye-catching.

Incorrect Logo Usage / Integrity Of Watermark Brand Style Guide 14 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 1. Recreate or retype the words 7. Overlap other graphics or text or photography 2. Stretch or alter our logo in anyway 8. Reverse logo out of a colour 3. Change our logo colour 9. Add a ring around the logo 4. Use garphic effects or outline on our logo 10. Angle the logo. Always Use it vertically reading upwards 5. Emboss the logo out of a colour background 11. Rearrange the type 6. Place our logo in a shape The integrity of the logo must be respected at all times. Don’t stretch, condense or otherwise alter or manipulation it. Any modification of the logo confuses its meaning and diminishes its impact.

Brand Style Guide 15 Typography Internal Typeface Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ External Typeface CALIBRI abcdefghijklmnopqrstuvwxyz QUESTRIAL Calibri Regular 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Questrial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Calibri Italic Calibri Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ BENTHAM abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Bentham Regular 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 It is important that we use a consistent typeface in our communications so people recognize our look and feel. As virtually all PC’s come with pre-installed typefaces we have selected a typeface to be used for internal communications (a pre-installed typeface) and another to be used by our communication partners for external communications (one that our communication partners will need to have).

Brand Style Guide 16 Photography Approach Photography tips: As a restaurant that promises “Thoughtful, Seasonal and Chic” atmosphere, the food is one of the central focuses of our visual branding. We recommend using a 50MMor 90-105MM lenses to capture flat lays, overhead and 45 degree angles 1. ALWAYS USE NATURAL DAYLIGHT Dishes should always be well-lit and brightly composed 2. TRY TO INCLUDE AN ACCENT The desired colour palette of our food design pastel, also add minimal interesting elements to the layout like cutlery, or ingredients

Brand Style Guide 17 Photography Approach: Food- Flat Lay

Brand Style Guide 18 Photography Approach: 45 Degree

Brand Style Guide 19 Photography Approach: Drinks Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 20 Photography Approach: Restaurant As a restaurant that promises a ‘welcoming interiors and thoughtful hospitality’ atmosphere, the oval dining room is the central focus of our outlet photography. We recommend using a wide-angle lens to capture the entirety of the room.

Brand Style Guide 21 VERBAL IDENTITY Introducing Our Brand Introduction Our Verbal Identity Tone Of Voice Word Bank Reservation / Phone Dialogue Verbiage

Brand Style Guide 22 Introducing Our Brand 2. ELEVATOR PITCH (for informal introduction) “I work at Whitegrass, a fine-dining French-Japanese restaurant located in CHIJMES. Our menus are built around a passion for showcasing nature and sustainability. And the menu changes every 2 months based on the seasonal ingredients.” 3. GOOGLE META DESCRIPTION TAG H1 TEXT: Singapore French Fusion Retaurant | CHIJMES URL www.whitegrass.com.sg META TEXT: Nestled in Singapore’s historic CHJIMES, Whitegrass offers welcoming interiors, thoughtful hospitality and seasonal menus based on the fusion of French and Japanese.

Brand Style Guide 24 Introducing Our Verbal Identity GUEST .Exixting & potential guests STAFF Communication philosophy, service standard, unique selling proposition, valu-added services. TOUR AGENCIES .Exixting & potential staff Communication philosophy, internal development & achievements, service delivery, training, .Exixting & potential travel agencies & partners Communication philosophy, internal development & achievements, service standard, unique selling proposition, value- added services, promotions A guide to writing for the Whitegrass brand. This document is a guide for people who are tasked with writing for the Whitegrass brand & developing it’s communications materials – both internal & external parties. A compass for writers (not a strait-jacket). In this regard, it provides a foundation to inspire writers and leaves room for them to exercise their creativity. A means to create a distinct verbal style for our brand. Together with the visual identity, the verbal identity ensures the brand communicates in a way that reinforces our proposition ‘Memorable Experiences’ and our brand attributes:1. Thoughtful 2. Seasonal 3. Chic

Brand Style Guide 25 Tone Of Voice THOUGHTFUL AND CHIC We wants our tone of voice to be thoughtful and chic. This means the tones of our copy should make reader feel at ease. They should feel White- grass is a restaurant where they can relaxed and welcome, while maintaining a sense of elegance. The tone of voice is the tone in which we would like to address people. Our tone of voice should reflect our ‘thoughtful & chic’ personality. On the right are some tips toinspire you.

Word Bank SEASONAL Brand Style Guide 26 THOUGHTFUL Changing Ranging CHIC Thinking Wandering Reflective Impermanent Elegant Comtemplative Well-timed Exclusive Auspicious Modern Musing Nature Meditative Natural Stylish Introspective Migrating Trendy Philosophical Clean Cogitative Farm Minimalistic Absorded Nursery Current Studious Enviriment Dashing Landscape Voguish Dreamy Outdoors Charming Dreaming Scenery Fashionable Seascape Classy Wisful Green Passion Profound Debonair Spirited Deep Vivacious Intelligent Sensitive

Brand Style Guide 27 Reservation / Phone Dialogue Verbiage 1. Pick up the phone Answer the telephone within 3 rings 2. Greet the guest With a friendly and smilling voice, say “Good Morning/ Afternoon/ Evenong, 3. Take a reservation xxxxx speaking, how may I assist you?” Take down all the relevant information in a courteous manner: Reservation name & contact number. “Can I have your name and contact number please?” Number of guest. “May I know reservation for how many person?” Arrival date & time. “May i have your reservation date & time please?” Name of the caller,date & time. Contact telephone number or mail address. 4. Repeat the reservation May I repeat your reservation Mr./Mrs./Ms.XXX?’ (Repeat all the information) to the guest Thank the guest (by name) for calling and wishes a plesant day/evening”. 5. Confirm the reservation Waiter/waitress or Hostess is to confirm the reservation in the morning with the guest on the between 09:00 and 11:00 hours arrival day if applicable Say we are looking forward for your arrival For restaurants, the telephone plays a major part in daily operations. This is because restaurants need them in order to call out and contact vendors, business associates, and clients or customers. They are also valuable in that they open a door of communication with customers by allowing them to contact the business at any time during its hours of operation to make reservations and enquiries. As important as the phone is, it is just as important that businesses know the difference between what is good and what is bad phone etiquette.

Brand Style Guide 28 APPLICATIONS Stationary : Menu Stationary : Event Menus Stationary Signage Email Sign Off Design Elements Approach

Brand Style Guide 29 Stationary : Menus Seasonal Menu The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. Seasonal Menu Design: Whitegrass menus are created by seasons and design should reflect that accordingly. Minimal nature elements such as leaves, or flowers accent the menu is a subdued manner.

Brand Style Guide 30 Stationary : Event Menu Event Menus The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital.Whitegrass event menus are designed around a core topic, which is in line with the theme of the event. Menus can be dynamic and bold to eflect the uniqueness of the event. Minimal F&B elements such as bottles, or food items accent the menu to create an eye-catching component. .

Brand Style Guide 31 Stationary : Signage The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. .

Brand Style Guide 32 Stationary : Packaging Paper Bag www.whitegrass.com.sg Front View Side View Mock Up Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 33 Stationary : Business Card Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Brand Style Guide 34 Stationary : Email Sign Off Font: Arial Size: 10 Colour: Black For internal emails, and external replies/forwards: In long e-mail conversation strings or emails within the company, it may be inconvenient to use the full omposition of your signature. In reply/forward messages, it is better to keep the signature as short as possible.

Brand Style Guide 34 Stationary : Design Element Approach The visuals on the following pages are templates only. The sizes here are approximate. Always obtain artwork templates from the branding department at HNG Capital. .