Petal Fresh Brand Book

BRAND GUIDELINES Live Pure Free & Simple Based in sunny Southern California, Petal Fresh was started by a group of passionate individuals pursuing a more natural and healthy lifestyle. At Petal Fresh, we believe that what you put on your body is just as important as what you put in it. We infuse our formulas with the most natural, Certified Organic ingredients to create effective high quality products, naturally. 2.

FREE SPIRITCALIFORNIAN VIBEPURE & ORGANIC INGREDIENTSMOODBOARDWhen consumers encounter the Petal Fresh brand, whether they landon our website, visit our social media platforms, or view a targetedadvertisement, we want them to feel a certain way.\"Live Pure, Free and Simple,\" is more than just a tagline: it is a way ofliving. Every consumer touch point should evoke feelings of purity,freedom and simplicity. This is achieved through the use of natural orearthy, bright, happy and effortless visuals.BRAND GUIDELINES 3.



BRAND GUIDELINES MINIMUM SIZE 0.5 Inches 5.

BRAND GUIDELINES PRIMARY LOGO The Petal Fresh logo features the brand name \"Petal Fresh Pure\" encased in a brush stroke circle closed with a lily flower. The logo encapsulates the brand's tagline \"Live Pure, Free and Simple\" with the brush-stroked circle representing the sacred, cyclicality of life as well as the unification of purity, f reedom and simplicity in all phases of life. The logo's brush-stroked circle is completed with a lily, the artistic symbol of purity and refined beauty. The Petal Fresh logo is simple yet effective in portraying the underlying themes of the brand and should be used on all branded content. 6.

COLOR USAGE B.The color usage for Petal Fresh is fairlyminimal. The logo will mostly be used on adark or light background. There are 4variations of the logo (A,B,C,D). A. C. D.BRAND GUIDELINES

CLEAR SPACE To ensure legibility of the Petal Fresh logo, always keep a clear space around the logo. This space isolates the logo from any competing graphics or body copy that might overcrowd and lessen the impact of the logo.M U LT I - C O L O RPetal Fresh logos may incorporate multiple colors from our establishedcolor palette only in isolated circumstances as approved by corporate.



PHOTO BACKGROUNDThere are a few ways the logo can be used ona photograph or textured background. Theplacement of the logo should be exercisedwith care and precision to ensure that thelogo is not obstructed by the image or texture.TIPS1. Find a location on the photograph wherethere is a solid color.2. Use the Petal Fresh dark logo on lightbackgrounds and the Petal Fresh light logo ondarker backgrounds.3. Placing a dark transparent overlay over thephotograph helps makes the logo morereadable. 10.

UNACCEPTABLE USAGE A. Don’t rotate the logo.There are a few rules that are imperative to B. Don’t squash or stretch.maintain the integrity of the Petal Freshbrand. Do not compromise the logo by C. Don’t place elments inskewing, rotating or distorting the logo in any the logo clear space.way. This includes adding decorations, text,drop shadows and outlines to the logo. Please D. Don’t resize any part.refer to the following list of ways that youshould NEVER use the Petal Fresh logo. E. Don’t rearrange parts or create compositions that are not already provided. F. Don’t add unofficial graphics to the logo. G. Don’t use off-brand colors. Referenece the color usage section. 11 .

A. B. C. NEW SALE!D. E. F. 12.

BRAND GREEN YELLOW CMYK: 73, 32, 100, 19 CMYK: 0, 32, 95, 0 RGB: 73, 188, 55 RGB: 255, 183, 27 Hex: #487629 Hex: #FFB71B COLOR PALETTE GREEN CMYK: 55, 3, 100, 0 The Petal Fresh color palette was RGB: 35, 31, 35 carefully selected to represent the Hex: #80BC00 Petal Fresh brand in the most effective means possible. PURPLE Each of the selected colors in our CMYK: 69, 69, 0, 0 palette represents a color present on RGB: 101, 96, 170 the electromagnetic spectrum. These Hex: #6460AA are the purest colors found in nature and serve as a great addition to the CYAN brand as a whole. CMYK: 100, 3, 49, 0 RGB: 0, 163, 154BRAND GUIDELINES Hex: #00A19B RED CMYK: 0, 80, 53, 0 RGB: 241, 90, 93 Hex: #FF595A PINK CMYK: 5, 97, 0, 0 RGB: 229, 6, 149 Hex: #E50695 DARK BLUE CMYK: 73, 34, 39, 9 RGB: 75, 134, 142 Hex: #4B858E 13.

BACKGROUNDS WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex: #ffffffLIGHT GRAY LIGHT CHARCOALCMYK: 2, 1, 1, 0 CMYK: 73, 32, 100, 19RGB: 245, 245, 245 RGB: 73, 188, 55Hex: #F5F5F5 Hex: #487629DARK CHARCOAL LIGHT TANCMYK: 71, 65, 64, 73 CMYK: 73, 32, 100, 19RGB: 33, 33, 33 RGB: 73, 188, 55Hex: #212121 Hex: #487629

TYPOGRAPHYTypography is a powerful brand tool when usedconsistently. Petal Fresh has two fonts (Overlockand Gotham) and one web font (Montserrat).AaBody base color should always be DARK CHARCOALOVERLOCK OVERLOCKUse for titling Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmUPPERCASE Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzWeb letter-spacing: .1em 1234567890BRAND GUIDELINES 15.

GOTHAM GOTHAMUse bold for headlines & Boldlight for body copy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzUPPERCASE 1234567890 GOTHAM Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890MONTSERRAT MONTSERRATWeb font. BoldUse bold for headlines & Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mmlight for body copy Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890UPPERCASEWeb letter-spacing: .1em MONTSERRAT Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890BRAND GUIDELINES 16.

SOCIAL MEDIA 2.

Facebook• Facebook posts should be posted natively on the Facebook platform and have custom copy that differs from Instagram & Twitter• Images or videos with a product focus perform best on Facebook• Contain your Facebook copy to 120 characters or less for maximum efficacy• Hashtags are not useful on Facebook and should be used only for aestheticsInstagram• Keep brand hashtags or campaign hashtags in the post copy, but include SEO hashtags as a comment below your post• Posts with 6-7 hashtags perform the best• 1-2 posts per day is the sweet spot for brands on Instagram• Use the Instagram URL feature in the bio to drive traffic to your website or a particular landing pageTwitter• Tweets with 120-130 characters perform the best on Twitter• Maintain hashtag count on Twitter to 2-3 hashtags• Twitter posts should be posted natively to the platform and contain copy that differs from Facebook or Instagram• All tweets, unless replies to accounts, should include a photo or videoBRAND GUIDELINES 18.

BRAND GUIDELINES 19.

BRAND GUIDELINES PETAL FRESH MODEL Petal Fresh has a very inclusive idea of women. We perceive and appreciate a consumer that is eclectic, diverse and naturally beautiful. The Petal Fresh woman is natural, but not neutral or blasé. She is between the ages of 23 and 37 (Millennial, Gen Y) and naturally casual but not sloppy. Aesthetically, she has an aura of confidence and happiness about her. She does not have noticeable plastic surgery, heavy makeup or extremely bold fashion or style. She takes good care of herself with her hair, skin and nails clean and polished. Petal Fresh is associated with the beauty of diversity. Each country should adapt models or influencers to match their target demographic. 20.

LAST THOUGHTSWe have to remember that we arenot just speaking to consumers, weare speaking to real people whodesire to belong to a community. Itis the responsibility of Petal Freshcorporate and Petal Freshdistributors to create a positive anduplifting community for allindividuals interested andpotentially interested in the brand.