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 3 X Brand Story - an introduction to understand and represent the brand X Brand Architecture - a document defining the integrated process of brand building X Tone of Voice - personality of the brand and the style in which it is written X Brand Brief - a document captured from the Brand Marketing Team X Visual Voice Board - collection of imaPgLeAs,CfoEnHtsO, cLoDloErRs, textures that visually define creative XX XX To Be Updated when guide is finalized. XX XX Logo - graphic visual that represents and defines the brand XX Typography - fonts used on packaging XX Brand Assets - packaging images, ingredients, pantone color flavor designation, flavor cues Packaging Graphic Elements - graphics on pack explained in depth Product Attributes - cereal pieces that make up each flavor Lifestyle Photography - imagery that captures the essence of the brand Accessing Image Assets using VAULT - user-friendly digital asset management ®

® CEREAL BRAND STORY

CEREAL Honey Bunches of Oats is a modern classic. It is the go-to cereal for everyone in the family because its unique mix has something for everyone. It’s a cereal of whimsy.

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: The family breakfast for all kinds of families. Add some crunch to your bunch. Do the Diana. The cereal for kids, adults, kids who are almost adults and adults who still act like kids Notes of oats. Clusters of crunch. Honey Bunches of Oats on a boat with some goats? Now that’s our kind of breakfast bash.

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

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 &%?!@

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

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. R 255 R 237 R 29 R 29 R 74 G 197 G 48 G 71 G 71 G 166 B 66 B 48 B 154 B 154 B 213 R 255 R 243 R 244 R 74 R 81 G 233 G 117 G 136 G 166 G 49 B 152 B 33 B 118 B 213 B 45 R 243 R6 R 204 G 117 G 168 G 194 B 33 B 224 B 172 R 243 R 244 R 123 G 197 G 136 G 208 B 66 B 118 B 234



CEREAL PACKAGING

Packaging Graphic Elements Pantone HONEY ROASTED 7579 The original that started it all. The perfect combination of crispy flakes, crunchy oat Pantone clusters with a touch of honey. Blue 072 wAiLthMONDS A bowl of Honey Bunches of Oats® with Almonds can turn almost anyone into a morning person. The crispy flakes and crunchy oat bunches you love – plus sliced almonds for a satisfying breakfast.

Packaging Graphic Elements Pantone SwiTthRRAEAWL BERRIES 199 There’s more to love in every bite. Honey Bunches of Oats® with Real Strawberries is Pantone just what you need to fall in love with cereal all over again. 7731 BPERCOAWNN&SMUAGPALRE Sprinkled with toasty pecans, 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 With delicious frosted flakes and crunchy granola bunches, Honey Bunches of Oats® Pantone Frosted is a cereal the whole family will love! 468 VANILLA Make any morning sweeter with 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 Combining our original recipe and 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 Made with whole grain oats and a touch of Made with real maple syrup and pecans for a honey for that crunchy, sweet and satisfying wholesome and satisfying treat anytime of the taste, providing that extra crunch you crave day! Honey Bunches of Oats® Granola provides during those on-the-go moments. that extra crunch you crave! Pantone Pantone 166 7600 FRENCH VANILLA TOFFEE ALMOND ALMOND GRANOLA GRANOLA Made with decadent vanilla, sliced almonds, Made with crispy almonds and molasses that and oven-roasted, whole-rolled oats, providing come together to deliver a delectable toffee that extra crunch you crave! flavor, providing that extra crunch you crave! Pantone Pantone 292 193

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, colorul, 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 countertop, 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].