Brand Guide

Brand guide Team pls Seet Wei Wen Paul (P2005937) Lorreign Foo rui en (P2005870) Shirley Tang yi ying (P2023997) 1

contents Introduction Tagline Pg 4. About Pg 20. Rationale Pg 5. Mission Pg 21-22. Usage Pg 6. Attributes Pg 7. Tone Packaging For Retail Pg 23-25. BamNut Milk BamNut Milk Logo Pg 26-29. BamNut Cream Cheese Pg 8. Rationale Pg 9. Word Mark Brand Application Pg 10. Brand Colours Pg 30. WHATIF Van Pg 11. Colour Variation Pg 31-32. Catch the Van Pg 12-13. Usage Pg 33-36. The Regeneration Challenge Pg 37-38. Our Regeneration Journey BamNut Cream Cheese Logo Pg 14. Rationale Pg 15. Word Mark Pg 16. Brand Colours Pg 17. Colour Variation Pg 18-19. Usage 2

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What if... WhatIF foods is plant-based compnay founded on By kick-starting a global movement for the regenerative principles. adoption of this way of life, we can engage the collective consciousness through a call to arms ReGeneration is in our DNA. We make foods that and create a global shift towards a beyond- replenish diets, restore degraded lands by using sustainability regenerative lifestyle. To activate crops that are grown with regenerative practices, the movement, we seek to spark conversations, and reconnect with farming communities both online and in-person, and inspire individuals and communities to thrive according to the regenerative principles: Replenish, Restore, Reconnect. 4

mission We Replenish We Restore We make nutritious foods full of natural nutrients We use crops grown with regenerative practices preserved from the ingredients we use. We aim in all our products. In doing so, we promote to deliver balanced diets to everyone through the adoption and preference for regenerative innovative and accessible products. agriculture across the value chain. We Reconnect We design our supply chains to empower farmers. We work closely with farming communities through outreach programs to facilitate bilateral knowledge exchange 5

Attributes 70% Sage 30% Outlaw WhatIf Foods is wise, Reliable and Trustworthy. WhatIf Foods is revolutionary and inpsiring. This stems from their mission which stands for a Bambara Nut products are new to the food real world changes and care for the planet. market and WIF is breaking boundaries. 6

tone Compassionate Friendly WhatIf Foods is known to be a compassionate WhatIf foods is very active on their Instagram team that cares for nature, wanting to prevent page. They engage with the audiences by posting further damages from occurring. They are also treats and updates, with fun captions that make compassionate towards people, wanting them to the reader feel like a friend. This creates a sense have a healthier lifestyle and lead a better life. of home and a welcoming feeling to the brand. 7

Rationale For the Strawberry Bamnut Everyday Milk logo, the strawberry is the main feature. This ensures that even from far away, the distinct shape and bright color of the logo will be visible. We used the font ‘Thertole’ to give the logo a more handwritten and organic feel. 8

Word mark The word mark is tilted to a 30% angle because it was made to fit into the packaging without disrupting its flow. When used on the packaging, the angle must be kept consistent. 9

colors The descriptor logo mainly uses the consists of a total of 5 colors. All colors inspired from an actual strawberries. Primary Colors Secondary Colors Strawberry Red Leaf Green CMYK 0 100 66 0 CMYK 81 31 100 18 RGB 228 0 62 RGB 54 116 48 # e4003e # 367430 Cream Lighter Leaf Green CMYK 0 6 25 0 CMYK 76 25 95 10 RGB 255 240 204 RGB 84 130 67 # fff0cc # 548243 Poopoo Pink CMYK 0 53 46 0 RGB 230 151 131 # e69783 10

color variations When used on packaging, only the logo with both primary and secondary colors can be used. However, if either color from the 5 original colors are unable for printing, black and white/cream can be used in these formats. 11

usage The logo is to be used mainly on the packaging. Logo used on packaging, inside and outside. 12

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Rationale For the Grilled Pepper Bamnut Cream Cheese descriptor logo, the bell pepper is the main feature. This ensures that even from far away, the distinct shape and bright color of the logo will be visible. We used the font ‘Thertole’ to give the logo a more handwritten and organic feel. 14

word mark The word mark is stylised to have grilled marks over the ‘Pepper’. The intention was to further emphasise the grilled element added onto the flavour. 15

colors The descriptor logo mainly uses the consists of a total of 6 colors. All colors inspired from an actual grilled pepper, full of warm tones. Primary Colors Secondary Colors Pepper Yellow Leaf Green CMYK 0 27 94 0 CMYK 81 31 100 18 RGB 253 193 0 RGB 54 116 48 # fdc100 # 367430 Strawberry Red Pepper Orange CMYK 0 100 66 0 CMYK 0 49 96 0 RGB 228 0 62 RGB 244 149 0 # e4003e # f49500 Deep Brown Cream CMYK 57 60 82 71 CMYK 0 6 25 0 RGB 58 46 22 RGB 255 240 204 # 3a2e16 # fff0cc 16

color variations When used on packaging, only the logo with both primary and secondary colors can be used. However, if either color from the 5 original colors are unable for printing, black and white/cream can be used in these formats. 17

usage The logo is to be used mainly on the packaging. Logo used on packaging, inside and outside. 18

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tagline Regeneration for our Our big idea and tagline is ‘Regeneration for our Generation’. Generation ‘Regeneration for our Generation’ encapsulates all elements of our campaign. Our main is to inspire change and action amongst the youth. The tagline is catchy and memorable. This allows it to be used across all platforms such as on the packaging, social media or Out-Of- Home platforms. The tagline can be used in a few ways such as ‘Let’s Regenerate for our Generation’ or ‘We need to Regenerate for our Generation’. As long as ‘Regeration For Our Generation’ can be immediately understood from the shortened or modified version. 20

usage Tagline used on Van 21

Tagline on BamNut Cream Cheese Packaging Tagline on BamNut Milk Packaging 22

Packaging for retail 23

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Brand applications whatif van We have decided to introduce a WHATIF van that will drive around Singapore, allowing everyone to have a taste of BamNut. 30

Social Media Posts will also help to tease the launch of the campaign. They help to kickstart the entire campaign and get people excited through Instagram. 31

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THE REGENERATION CHALLENGE A game function will also be added to the wesbite. The app allows users to play games with friends and learn more about regeneration. 33

This games helps to inculcate all regeneration principles. As it is a on the spot action, the scenarios given can be farming actions, go plant a seed, or act out a replenish action. 34

This games helps to inculcate reconnect. So this game s a team based game where one person guess, the rest will work together to act the word out. 35

We also added a community board element in hopes to further motivate people to participate and in turn, learn more. Through these games, we intend to make educating fun! When people participate in the game, they will learn more about about regenerative practices and hopefully adopt those practices into their every day lives. 36

Our Regeneration journey Our Regeneration Journey is an instagram campaign aimed to help youths understand the different ways they can lead a regenerative lifestyle. The concept of the posts were inspired by a game board where there will be different activities across sixv days 37

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