HBO_BrandGuidelines_June2020

® CEREAL BRAND GUIDELINES VERSION 1.0

Materials created on behalf of Honey Bunches of Oats, in all forms of media, should be reviewed and consulted with the Post Consumer Brands Brand, Creative and/or Legal Department. All headlines and taglines must be searched and cleared before use. Do not use any images or photographs without seeking additional approval, as additional license rights may be needed. Please follow procedures for obtaining approval for all creative materials produced on behalf of Honey Bunches of Oats. No creative materials shall be disseminated without approval from Honey Bunches of Oats.



Contents Brand Story an introduction to understand and represent the brand 5 Brand Architecture - a document defining the integrated process of brand building 8 Tone of Voice - personality of the brand and the style in which it is written 9 Visual Voice Board - collection of images, fonts, colors & textures providing a lens to define creative 11 Brand Toolkit graphic elements and guidelines 13 Logo - graphic visual that represents and defines the brand 14 Typography fonts used on our consumer facing products 16 Social Media Color Palette - consistent guide that reflects the brand personality 17 Packaging 3D images, ingredients, pantone color flavor designation, flavor cues 19 Packaging Graphic Elements - graphics on pack explained in depth 25 Photography imagery that captures the essence of the brand 27 Application Examples executions of various creative touchpoints 31 Creative Assets accessing creative elements 36 Accessing Image Assets - VAULT allows you to search, download & share user-friendly digital assets 37 ®

® CEREAL BRAND STORY

® CEREAL Who doesn't love Honey Bunches of Oats? With the deliciously surprising combination of flakey flakes, bunchy bunches and notes of honey that come to life with every bite - it’s got something for each person in the family to smile about. The perfect amount of sweet and healthy fun that has something good for everyone.

THE ULTIMATE CR WDCEREAL PLEASER

Brand Architecture Brand Vision Honey Bunches of Oats is the Ultimate Crowd Pleaser CEREAL Key Consumer Insight A Simple, one-ingredient cereal doesn’t cut it for me or my family Brand Personality Brand Consumer Benefit Essence The Everyman: • Everyone agrees upon it • Real, Approachable, • Wholesome • Low Sugar Optimistic & Welcoming The Perfect Blend Reasons-To-Believe Discriminator/POD of Taste, Love & Health • Sweet spot between taste and health • Complementary medleys of • Made by father & daughter to be the delicious ingredients “perfect” cereal that included all the things they love • Employees who love making Honey Bunches of Oats for the world Brand Equity Product Equity See: Rondelle, Warm Glow, Honey Dipper, Employees • Every element made more “special”. Not just frosted Feel: Delightful, Inclusive, Warm flakes, but “sparkle flakes”... not just granola, but “bunches”

Tone of Voice Authentic Approachable Wholesome Optimistic Delicious Welcoming

Tone of Voice What we sound like: Add some crunch to your bunch Honey Bunches of Oats on a boat with some goats? Now that’s our kind of breakfast bash Whether you’re just a lil flake or you’re the big guy of the bunch, we’ve got somethin’ sweet for everyone in the fam. We were made with love and want to share that with you! When you start your day with a combo of flakey flakes and bunchy bunches anything is possible. ® CEREAL

Visual Voice Board DElicIoUs CRuNcHy BUnChEs Sparkle approachable delicious optimistic real welcoming



® CEREAL BRAND TOOLKIT

Logo Use 4-Color Logo 1-Color Logo The identity that defines the CEREAL CEREAL Honey Bunches of Oats Pantone brand is represented by the rondelle. A circular, 497 disc-shaped jewel Used in the Honey Bunches of Oats type. reminiscent of the ® sun glistening & ® shining in the sky. Use the full-color logo, unmodified whenever possible. 1-Color Horizontal Logo

Incorrect Logo Use CEREAL CEREAL CEREAL DO NOT SKEW OR MANIPULATE DO NOT CHANGE THE COLOR DO NOT CHANGE ELEMENTS HON EYBUN ®CHES O A T Sof CEREAL ®® DO NOT CHANGE THE FONT ® CEREAL CEREAL DO NOT ADD A DROP SHADOW DO NOT ADD ADDITIONAL GRAPHICS

Packaging Flavor Typography Amsi Pro Black ABCDEFGHIJKLMN ABCDEFGHI OPQRSTUVWXYZ JKLMNOPQRSTU abcdefghijklmnopqrstuvwxyz VWXYZ 0123456789 &%?!@ Whole Grain & Back Panel Packaging Typography MInDsEt REgUlAr AbCdEfGhI AbCdEfGhIjKlMn JkLmNoPqRsTu OpQrStUvWxYz VwXyZ aBcDeFgHiJkLmNoPqRsTuVwXyZ 0123456789 &%?!@ Granola Packaging Typography A Love of Thunder ABCDEFGHI ABCDEFGHIJKLMN KLMNOPQRSTU OPQRSTUVWXYZ VWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &%?!@

Social Color Palette The colors below are to be used as a guide to reflect the personality of the brand and for consistency across social media platforms. PRIMARY COLORS SECONDARY COLORS R 255 R 255 R 243 R 237 R 29 R 29 R 74 G 197 G 233 G 197 G 48 G 71 G 71 G 166 B 66 B 152 B 66 B 48 B 154 B 154 B 213 R 204 R 243 R 243 R 244 R 74 G 194 G 117 G 117 G 136 G 166 B 172 B 33 B 33 B 118 B 213 R 81 R6 R 123 G 49 G 168 G 208 B 45 B 224 B 234 R 244 G 136 B 118



CEREAL PACKAGING

Packaging Graphic Elements Pantone HONEY ROASTED 7579 The original! The modern classic! The surprisingly perfect combination of Pantone crispy flakes, crunchy oat clusters with a touch of honey. Blue 072 wAiLthMONDS How to make Honey Bunches of Oats perfect-er? Throw in some almonds and watch everyone turn into a morning person. The crispy flakes and crunch oat bunches you love with the sliced almonds you never even knew you were missing.

Packaging Graphic Elements Pantone SwiTthRRAEAWL BERRIES 199 Our original oaty goodness with some fruit to boot! Honey Bunches of Oats with Real Pantone Strawberries is just what you need to fall in love with cereal all over again. 7731 BPERCOAWNN&SMUAGPALRE Could we make Honey Bunches of Oats even more fun and sweet? Yes, pe-can! Honey Bunches of Oats Pecan & Maple Brown Sugar is a deliciously nu‫מּ‬y cereal now with the taste of Maple Brown Sugar to pack even more taste into every bite!

Packaging Graphic Elements Pantone FROSTED 313 Imagine your favorite pieces of Honey Bunches of Oats tossed in sweet frost. With delicious Pantone frosted flakes and crunchy granola bunches, Honey Bunches of Oats Frosted is a cereal the 468 whole family will love! VANILLA Hey, breakfast! Have some vanilla, will ya? It’s your favorite Honey Bunches of Oats with Vanilla Bunches. Toasty multi-grain flakes, crunchy oat bunches and the delicious taste of real vanilla.

Packaging Graphic Elements Pantone WhOlE GrAiN 7579 HONEY CRUNCH A whole grain punch in your crunchy bunch. Our original Honey Bunches of Oats recipe with two thirds of your daily allotment of whole grains. Honey Bunches of Oats Whole Grain Honey Crunch has it all - and more - to keep you and your family energized.

Granola Packaging HONEY ROASTED MAPLE PECAN GRANOLA GRANOLA Don’t have time to sit down for a bowl-a granola? Who wouldn’t want to invite maple syrup and Honey Roasted Granola is made with whole grain oats pecans to your granola party? Made with real maple and a touch of honey for that crunchy, sweet and syrup and pecans for a wholesome and satisfying satisfying taste and has a treat anytime of the day! for those on-the-go moments. Pantone Pantone 7600 166 FRENCH VANILLA ALMOND GRANOLA Decadent vanilla? Check. Sliced almonds? You got it! Your favorite oven-roasted, whole rolled oats now with delicious vanilla and sliced almonds that give you that extra crunch you crave! Pantone 292

Packaging Graphic Elements Flavor Name - clearly legible with contrast from the flavor background using specified Post Logo - recommended placement should branding typography. consistently be in a common upper-left location. Hero Spoon - high level of appetite appeal Rondelle - the Honey Bunches of Oats logo should that clearly and distinctly show all the pieces be prominent on pack to bring strong brand presence as if they were highlighted by sunlight at shelf. Use the golden rays background when accompanied by delicious milk. applicable for consistency. On Pack Communication - discreet yet Banding Element - divides the branding from the informative promoting news to consumers. flavor, creating strong billboarding at shelf. Flavor Cue - visually communicates flavor while also accentuating the appetite appeal. Background Color - compliments flavor distinction while helping the consumer shopping experience.



® CEREAL PHOTOGRAPHY

Lifestyle Photography The primary objective of the lifestyle photography is to distinctly feature the product in a highly appetizing way. The lighting, propping and composition should be highly influenced by the brand story and tone of voice. PRODUCT OBJECTIVES, FOOD STYLING • Prioritize and emphasize the product’s delicious appetite appeal. • A feeling of warm, bright, natural light reflective of a sunlit morning. • Distinctly show the pieces to clearly see them. • Product should look natural, not over-styled. Imperfect but not messy. Casually styled. • Strong highlights and shadows showing cereal pieces with strong definition and detail. • Product should accurately represent the ratio of flakes, clusters, fruit, nuts, etc represented in the box. • Don’t embellish particulates. • Don’t misrepresent or over-promise to mislead consumers. • Appropriately proportioned bowls and spoons. Accurate serving size.

Lifestyle Photography ENVIRONMENT • Strong sense of morning light. Glistening, fresh, clean, crisp. • Background should show depth and a sense of place but be simple (minimal contrast). Light, bright, clean. • Select focus on product with soft transition into background to create a highly emotive, editorial feel. • Table setting should be all-family/kid influence - imperfect, colorful, reflecting the personality of the brand. • Simple and colorful. Minimal to no detail on spoons, bowls, etc. Focus should be on the product. • Preferably a breakfast setting with elements including milk, juice, fruit, napkins, spoons, bowls, etc. that is welcoming, inviting, appetizing, casual, imperfect. • Surface should be light and simple. Minimal detail. (wood table, quartz counter top, etc.) • Addition of milk in bowl or with a spoon is preferred to increase appetite appeal. Should be noticeable but not overpowering product presentation. • Compliment food with props to help tell a story of our consumer without competing with the product. • The addition of fresh fruit to add appetite appeal is acceptable as long as we are not confusing consumers in any way. For example, avoid fresh strawberries since there is an existing strawberry cereal.

Lifestyle Photography

® CEREAL APPLICATION EXAMPLES

Website

Endcard

Instagram

Instagram Executions

® CEREAL CREATIVE ASSETS

Digital Asset Management To access Honey Bunches of Oats assets please go to the website https://post.widencollective.com/ and click on “Create Account” in the login box. Fill in the required information, and a registration request will be sent to the DAM Administrator, who will approve your request. Any questions, please contact: [email protected].