BRAND GRAPHIC GUIDELINES

2014
V1.1
 INTRO
INTRO

BRAND COMPASS
These creative guidelines explains our new DREAMIES ®

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Brand Identity.
It is a key source of information on our key brand assets & how they
should be used.
The way we communicate our DREAMIES® brand requires

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consistency so that our communications always brings our vision to
life and helps build our distinctiveness as a brand.
By following the guidelines, you will help to build a strong
& distinctive DREAMIES® Brand worldwide.

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Thank you, as your contribution is key to our success!

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2
 INDEX
INDEX

BRAND COMPASS
1 Brand Compass & Brand History p.4/5

2 Key Pillars p.6

ì/RJRW\SH3ULQFLSOHV   p.7/8
ì%UDQGFRORU<HOORZ p.9

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ìCat Character p.10
ì3RFNHW%UHDN   p.11
ì)ODYRXU,FRQV   p.12/13
ì7\SRJUDSK\   p.14

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3 Applications
ì3DFNDJLQJ   p.15
ì6KHOI7UD\V   p.16

4 Toolbox p.17

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5 Contacts p.18

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3 © Copyright Mars Incorporated. Confidential internal use only
 1.1 Brand Compass

BRAND COMPASS
Brand belief /LIHZLWKDFDWFDQEHVRPXFKIXQ

Universal human need Every day needs an injection of fun and spontaneity.

Category context A variety of ways to let go and entertain each other.

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(QWHUWDLQLQJ-HVWHU3OD\IXOVSRQWDQHLW\
Archetypal meaning and lightening up the moment.

Distinctive memory structures Cloud logo device, cartoon cat, pocket break and bag shake.

)XQZLWKQRSXUSRVHEXWLWVHOIHJVNLSSLQJLQVWHDGRIZDONLQJ

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Borrowed memory structures or jumping in a pile of leaves in a park.

DREAMIES® brand is the catalyst for fun and playful times

Brand benefit together every day.

Reasons to believe An irresistible combination of taste and texture.

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CONTACTS
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 1.2 Brand Story

BRAND COMPASS
HUMAN TRUTH:
Let’s face it, it’s too easy to fall into a routine.

KEY STORY INSIGHT:

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Your day needs an injection (a boost) of fun and spontaneity
but these moments don’t just happen on their own.

SPRINGBOARD TO THE STORY:

Cats and owners should share more fun times together. But we know cats

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are independent,
endent, discerning (choosy), and yes, a bit
b aloof.

THE BRAND’S ROLE:

DREAMIES® treats, with
th their irresistible taste and texture, are
ar the catalyst for fun
and playful times together every day.

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CONTACTS
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 2 KEY PILLARS
Consistent use of DREAMIES® brand assets will help build our distinctiveness and penetration of the brand,
as the DREAMIES® brand is a young brand around the world.

2.1 LOGOTYPE

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2.2 YELLOW BRAND COLOR PANTONE®
Process
Yellow C

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2.3 CAT CHARACTER

2.4 POCKET BREAK

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2.5 FLAVOUR ICONS

2.6 TYPOGRAPHY ABCDEFGabcdefg123456789

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 2.1 Logotype principle s
Why a cloud logo ? The cloud logo and distinctive text signify that this irresistible treat is literally something
IURPDGUHDPIRUFDWV7KHEULJKW\HOORZEDFNJURXQGVLJQLILHVWKHIXQDQGMR\DREAMIES® can bring to cat and owner.
The DREAMIES® cloud device is a key branding tool we wish to build both with consumers and also legally protect, therefore it
should be clean, pure and simple with no disruptions within the branding device (e.g. pocket break, cat images etc).

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3ULPDU\GHYLFH
IRUXVHRQDOOWRXFKSRLQWV

3OHDVHGRQRWXVHWKH'5($0,(6® cloud VKDSHDVDFRPPXQLFDWLRQVGHYLFHRQ%23RUDGYHUWLVLQJPDWHULDOV

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These 3 logotypes exist
ex with and without the burst behind d them. The starburst de
device is primarily for packaging
(to highlight
ghlight the
high
gh th product).
DON’T

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Don’t change

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the starburst shape
or size !
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 2.1 Logotype principles
DON’T
3URWHFWLRQDUHDZKHQ
primary device is used

The proportion between Don’t include anything in the logotype

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2) The mini-cloud is approved for use for some sub-brands. DREAMIES® cloud and Baby Cloud (kibbles or claim)
It is not the only way we will introduce sub-brands but it is the only approved shouldn’t be change
device to use in conjunction with the cloud device or allowed to overlap it.
The Baby Cloud is divided into 15 equal height sections (A). The space between
the Dreamies font and the cloud is equal to 1 section.
The position and the proportion of the baby cloud are fixed

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Don’t put the Baby cloud above Don’t change the Cloud
the DREAMIES® brand Halo Colour

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)RUDQ\FRPPXQLFDWLRQPDWHULDOWKDWKDVDFRORXUSULQWLQJSURFHVV Don’t flip the Cloud Don’t change the angle of the Typo
in any Direction or squeeze the cloud
please use the simplified version of the logotype.

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Don’t add a Sub-Brand inside the cloud Don’t add a Sub-Brand
and change the Logo Proportion onto the cloud

8 © Copyright Mars
Mar Incorporated.
rated. Confidential inte
internall u
use only
 2.2 Brand colour

Yellow is the most noticeable

colour in-store and one of the

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top colours perceived by the retina.

Colours can increase

brand recognition by up to 80%.
Pantone Yellow C
(Yellow 100%)

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Important to achieve
a PURE YELLOW to avoid
confusion with other brands.

Yellow signifies “Joy”, “Fun”, “Energy” all the feelings

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the DREAMIES® brand wants consumers to feel with their cats.

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 2.3 Cat Character
The DREAMIES® hero cat emphasizes what the brand stands for and the fun times the DREAMIES® brand can bring to cats & their owners.
He simply cannot wait to get his paws on DREAMIES® treats and will do anything to get them.

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HERO POSE
This is our ambassador cat that is on DREAMIES® packaging. !
Using this visual consistently, in the same pose, on pack and Hero cat pose for use
in advertising will help build familiarity for the brand on FOP & in other
and help people remember and find our brand faster in-store. touchpoints

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!
For POS & back

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of pack use

WHEN TO USE ANOTHER CAT POSE ?

Other cat poses can be used in points of sale or other Brand touch points to build distinctiveness further and emphasize the fun!
These approved cat visuals are part of the "Cat Library".

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 2.4 Pocket Break
The pocket break image is a key distinctive asset for the brand that we want to build and protect over time, as such we need to
maintain consistency in the way we the pocket image is used.

KEYWORDS
Taste, Irresistibility TEXTURES DON’T
and Fun! Here’s how we inform the customer on the Kibbles’ texture
with the font AVENIR Black and Heavy
Maximize the use ofpocket visual !

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Don’t remove the halo
behind the kibbles
x/Soft insidexx
ide exxx
ft ins sid x/Soft insidexxxxxx
in x
So ft exx
So insid

ft
So
hy
C ru e C
ou run nc x
Cru xx
nchy outsid c
Cr tsidex hy outsidexxxxx/sidexx
unc xxxx/ t
hy o Crunchy ou

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utsidexxxxx

Don’t change the angle

of one or both kibbles
It is acceptable to modify the colours of the pockets
to represent the colour of the pocket inside the bag as per the examples below

Don't add another

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Beef Cheese Chicken Duck pocket or pocket half to
the pocket break image

Salmon Tuna Turkey Turkey & Cheese

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 2.5 Flavour Icons : Fun Animals
7REULQJWKH3OD\IXOQHVVLQWRWKHSDFNDJLQJZHKDYHFUHDWHGDOLEUDU\RI)XQ)ODYRXU,FRQV

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Chichen Turkey Duck Beef Cheese Catnip Creamy Dairy

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Whitefish Tuna Shrimp Salmon Seafood Medley Cod, Flounder Beef & Cheese
& Whitefish

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Skin & Coat Vitamins & Hairball Dentabites Indoor
Omega 3

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Only approved flavour icons are allowed for use. No modifications to the icons should be done at local level.
 Additional flavour / variety icons can only be developed with the Global Strategic Design Agency
12 © Copyright Mars Incorporated. Confidential internal use only
 Flavour Icons: Ingredients
7REULQJWKH3OD\IXOQHVVLQWRWKHSDFNDJLQJZHKDYHFUHDWHGDOLEUDU\RI)XQ)ODYRXU,FRQV
The ingredients Icons could be used instead of the fun animals
- To be approved by Dreamies GBD -

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Chicken Turkey Duck Beef Cheese Catnip Creamy Dairy

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Whitefish Tuna Shrimp Salmon Seafood Medley Beef & Cheese

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Skin & Coat Vitamins & Hairball Dentabites Indoor
Omega 3

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Only approved flavour icons are allowed for use. No modifications to the icons should be done at local level.
 Additional flavour / variety icons can only be developed with the Global Strategic Design Agency
13 © Copyright Mars Incorporated. Confidential internal use only
 2.6 Typography
Here are the typographies used on DREAMIES®3DFNDJLQJ

ITC KABEL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ

use this weight for all Major infos
abcdefghijklmnopqrstuvwxyz

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1234567890!@#$%^&*()

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ITC KABEL MEDIUM ABCDEFGHIJKLMNOPQ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
use this weight
for all Secondary infos
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()

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 3.1 Packaging
)XOOSDFNDJLQJJXLGHOLQHVDYDLODEOHRQWKHSRUWDO

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 3.2 Shelf Trays / SRP
7KHSURFHVV<HOORZFRORXUVKRXOGDOZD\VEHDSDUWRIDQ\DREAMIES® display to drive visibility in-store and brand recognition.
We have developed a set of principles to help DREAMIES® displays become more noticeable, recognizable and easy to shop.
Shelf trays help in creating brand blocking and brand presence at the shelf.

Recommended cut out Space where the Sub-Brand or

to ensure the cat is showing the flavour icon is placed

EXAMPLE :

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Vitamins
Vitamins & Miner
Minerals
als
No artificial
artific
artific
tificial
ial colour
ccolours
olours
olour

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or flavours
flavour
flavour
avours

Treats
Tre ats fo cats 60
forr cats 60g

MEGA
PACK

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Treats for cats

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 4 TOOLBOX
The following Brand tools are downloadable
do on the Br
Brand portal.

LOGOTYPES :
...
CARTOON CATS :
...
FLAVOUR ICONS :
...

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POWERPOINT
TEMPLATES :
...

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TOOLBOX
YELLOW
BEACON
POS GUIDELINES : ...

CONTACTS
CONTACTS
/DVW%UDQG%RDUGRXWSXWV3OD\ERRNV3OHDVHYLVLWWKH%UDQG3RUWDO
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 5 CONTACTS
)RUDQ\TXHVWLRQVRUUHTXHVWVIHHOIUHHWRFRQWDFW

Pete Simmons Andrea Aguilar Wendy Collie

Global Brand Director Global Innovation Acceleration Manager 6HQLRU0DUNHWLQJ3URSHUWLHV6SHFLDOLVWâ
peter.simmons effem.com andrea.aguilar effem.com Asia 3DFLILF,6&0(7$5XVVLD &,6
wendy.collie effem.com

Sylvia Vitale Rotta Lydia Tritsch

CEO Global Account Director
lydia.tritsch team-creatif.com

sylvia.vitale.rotta team-creatif.com
sylv

Sherry Baudry Laura Iniguez Marine Coquelin

Director Team Creatif International Account Manager Account Manager
laura.iniguez team-creatif.com marine.coquelin team-creatif.com

sherry.baudry team-creatif.com

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Now you are ready to unlock the fun!