Tools for the Next Climb

WIP Foundational Brand Documents

September 2020

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The content in this document is confidential

HI AND THANK YOU!
We are glad to be your partners and thrilled to have a dollop of your creativity and
expertise to push our thinking on important tools. We’re feeling great about where
we are but will also ask a lot out of these and those that use them (Edible
included).

Please push hard; our bar is great, not good.

We’d love to know what you take away from these words, what’s clear, what’s not,
what feels distinctive, what makes you fall asleep…..well, you get it. Please
embrace your role in the stewardship in these brands, you are part of the team!

- Ryan

The content in this document is confidential

 Building three foundational brand tools
IN THIS DOCUMENT
CB&C Brand
Portfolio Framework
Our organizing framework illustrates which
brands, sub-brands and product lines serve
which consumer needs around movement to
help maximize the growth potential of the
company. The framework gives clarity on
where our brands play today and highlights
opportunities for growth in the future i.e.,
whitespaces. This helps maximize the growth
potential of the company.
IN THIS DOCUMENT
Brand Foundations
Brand-level choices that determine how a
brand is positioned in the marketplace and
competes for people’s attention and purchases.
It includes definition of what the brand stands
for, the consumer that is the greatest growth
opportunity and how the brand wins
versus other options it competes with.  is defined and expressed overall and within
The content in this document is confidential
BRIEFING TEAM
Brand Architecture
Brings together CB&C portfolio
strategy, brand foundations and
creative brand expression. This
tool organizes a brand and provides
inspirational guardrails to maximize the
potential of the brand's portfolio and assets. A
fully formed architecture outlines how a brand
each organizing pillar in it which competes.
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 Building three foundational brand tools
THIS SECTION
CB&C Brand
Portfolio Framework
Our organizing framework illustrates which
brands, sub-brands and product lines serve
which consumer needs around movement to
help maximize the growth potential of the
company. The framework gives clarity on
where our brands play today and highlights
opportunities for growth in the future i.e.,
whitespaces. This helps maximize the growth
potential of the company.
IN THIS DOCUMENT
Brand Foundations
Brand-level choices that determine how a
brand is positioned in the marketplace and
competes for people’s attention and purchases.
It includes definition of what the brand stands
for, the consumer that is the greatest growth
opportunity and how the brand wins
versus other options it competes with.  is defined and expressed overall and within
The content in this document is confidential
BRIEFING TEAM
Brand Architecture
Brings together CB&C portfolio
strategy, brand foundations and
creative brand expression. This
tool organizes a brand and provides
inspirational guardrails to maximize the
potential of the brand's portfolio and assets. A
fully formed architecture outlines how a brand
each organizing pillar in it which competes.
4
 CB&C PORTFOLIO STRATEGY NNoo t
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WHY: Redesign the business of food for health, equity and Earth
COMPANY PURPOSE HOW: Blaze a 5 Aspiration trail
WHAT: Good food fit for the movement ahead

ORGANIZING Our portfolio is organized based on

PRINCIPLE
HOW OUR FOOD SUPPORTS MOVEMENT AHEAD

FUEL MOVEMENT SUSTAIN MOVEMENT BOOST MOVEMENT BREAK FROM

PILLAR NAME MOVEMENT
Higher Physical Activity Lower Physical Activity

Maximize physical performance Start strong and keep going Augment the routine with plus-ups that Enjoy a mindful moment that provides
PILLAR PROMISE with nutrition that with ingredients selected to provide specific or immediate physical an emotional high
delivers results satisfy and sustain and/or mental impact without a nutritional low

Creating space to reset, reward and

Enabling my body and mind for Maintaining positive Filling in nutritional or energy gaps
CONSUMER MINDSET balance; all are key to overall
‘personal best’ performance energy every day with functional benefits
well-being
 CB&C PORTFOLIO STRATEGY NNoo t
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WHY: Redesign the business of food for health, equity and Earth t iioo n
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COMPANY PURPOSE HOW: Blaze a 5 Aspiration trail
WHAT: Good food fit for the movement ahead

ORGANIZING Our portfolio is organized based on

PRINCIPLE HOW OUR FOOD SUPPORTS MOVEMENT AHEAD

FUEL MOVEMENT SUSTAIN MOVEMENT BOOST MOVEMENT BREAK FROM MOVEMENT

PILLAR NAME
Higher Physical Activity Lower Physical Activity

Augment the routine with plus-ups that provide

Maximize physical performance with nutrition Start strong and keep going with ingredients Enjoy a mindful moment that provides an
PILLAR PROMISE specific or immediate physical and/or mental
that delivers results selected to satisfy and sustain emotional high without a nutritional low
impact

Enabling my body and mind for ‘personal best’ Filling in nutritional or energy gaps with Creating space to reset, reward and balance; all
CONSUMER MINDSET Maintaining positive energy every day
performance functional benefits are key to overall well-being

• Before, during and after physical exertion • A.M. Foundation (morning) • Dial Up (morning/afternoon) • Treat/Reward (afternoon/evening)
NEED STATES • Tide Me Over (mid-morning, afternoon) • Wellness/Nutrition Boost • Mental Pick Me Up (afternoon)
(Dayparts) (morning/afternoon/evening) • Rejuvenation (evening)

• Clinically-backed performance nutrition • Satiating and substantial • Light and sensorial • Crave-worthy flavor and experience
FUNCTIONAL • Functional ingredients derived from nature • Balanced nutrition for lasting energy • Functional nutrients and ingredients • Redeeming nutritional characteristics
CRITERIA • Forms and flavors that perform in use • Forms fit for busy lives • Simple and effortless • Package or form as part of the experience

FRAME OF
Protein supplements, pre-workout drinks, Oatmeal, boiled egg, yogurt, refrig. combos, Walnuts, bulletproof coffee, boosted Dark chocolate, barks, popped popcorn, kettle
REFERENCE
sports drinks, energy gel/blocks, hydration jerky, fruit & nut butter, pretzels & hummus smoothies, matcha, juice shot, kid immunity chips, root/veggie chips
(non-bar examples)
CLIF BAR; CLIF Nut Butter Bar; CLIF Whey
CURRENT OR IN LUNA Bar; CLIF Kid Zfruit; CLIF BAR
CLIF Athlete Series; CLIF Builders; CLIF Protein Bar; CLIF BAR Duos; CLIF RTE
PROGRESS CLIF BAR Coffee Minis; LUNA Prebiotics Thins; CLIF BAR Minis; LUNA Minis; CLIF
BAR Cereal; CLIF Remix; CLIF Kid Zbar/Zbar
OFFERINGS Crunchy Clusters; LUNA Brownie Bites
Protein
CLIF Kid Bites; LUNA Crunchy Snacks; CLIF
POTENTIAL FUTURE CLIF Pro** - RTD Protein or Protein Powder; LUNA A.M.; CLIF Kid A.M.; CLIF Protein LUNA Functional Snacks; Everyday Benefit
Crunch Bar; LUNA chocolate-covered protein
OFFERINGS Capsules; Elixirs; Sticks/Fizzes Snacks bites/blocks/shots/sticks/fizzes 
nuts
 Building three foundational brand tools
IN THIS DOCUMENT
CB&C Brand
Portfolio Framework
Our organizing framework illustrates which
brands, sub-brands and product lines serve
which consumer needs around movement to
help maximize the growth potential of the
company. The framework gives clarity on
where our brands play today and highlights
opportunities for growth in the future i.e.,
whitespaces. This helps maximize the growth
potential of the company.
THIS SECTION
Brand Foundations
Brand-level choices that determine how a
brand is positioned in the marketplace and
competes for people’s attention and purchases.
It includes definition of what the brand stands
for, the consumer that is the greatest growth
opportunity and how the brand wins
versus other options it competes with.  is defined and expressed overall and within
The content in this document is confidential
BRIEFING TEAM
Brand Architecture
Brings together CB&C portfolio
strategy, brand foundations and
creative brand expression. This
tool organizes a brand and provides
inspirational guardrails to maximize the
potential of the brand's portfolio and assets. A
fully formed architecture outlines how a brand
each organizing pillar in it which competes.
7
 Master Brand
(a new way of thinking for us )

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The content in this document is confidential
CLIF BRAND FOUNDATION
Who is the Brand?
Brand Purpose
Bring the spirit of adventure
to any moment
Brand Beliefs
We believe adventure is where
openness to try and energy to do meet
We believe the hairiest, most unpredictable moments
often turn out to be the best moments
We believe there is space for all of us
outside so let’s open some doors
We believe nature has it figured out and, if we listen,
it’ll show us how to live better lives and make better snacks
We believe……because it beats the hell out of not believing
Brand Equities
CLIF logo (Red Rectangle) Illustrative packaging design
The Climber Feed your Adventure
Outdoors and Blue Sky Nutrition for Sustained Energy
Gary & the origin story
Brand Character
Magnetic: Does amazing things and compels
you to be a bit more amazing yourself;
Unconventional: Dances to the beat of their own trombone;
Resourceful: Duct tape, check; Can do attitude, check;
Clif Bar, Check…problem solved;
Earnest: Works hard to help others
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Who is the Consumer? NNoo t
Why will we win? t ffoorr
Consumer Definition Frame of Reference  DDiisst
Packaged Snacks t rriibb u
Food fit for movement: 1) Sustain 2) Boost, Break, Fuel (Cilf u ttBar)
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Explorers by nature, they are curious and seek full lives. Saying yes
to adventures big and small keeps them learning and growing.
While they are active and anything but stagnant, they don’t Brand Emotional Benefit
see themselves as hardcore athletes. Free to meet any moment
The reality of a demanding life means they place a premium on
food that fits in and can keep up. They know eating whole foods
that provide balanced nutrition is key to being well and see most Brand Functional Benefit
packaged foods as falling short of ideal even Positive energy; whenever, wherever
though they still turn to them often.
Frequent snackers, age 15+, they know CLIF as an energy bar and
don’t see it as a fit for their everyday needs because it has Product Attributes
too many calories, too much sugar and…because… Grab and go; crafted in a kitchen;
well, they don’t climb mountains. nature’s best ingredients; purposeful nutrition;
uncommonly good experience; by people who care an awful lot 
Societal Movement
End the abuse of nature for profit
by helping more people get out there, fall in love
with it and enjoy food from it
Positioning
Consumer Insight To everyday adventure-seekers, CLIF’s grab and go food offers
When I treat my mind and body right I have freedom to meet any moment because it’s crafted in a kitchen,
energy to say yes to the next challenge using nature’s best ingredients, to provide purposeful nutrition and
an uncommonly good experience, by people who care an awful lot
Consumer Challenge
Clif bars would probably be great if you’re training
for a triathlon or going out hiking all day
A Sub-Brand
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The content in this document is confidential
CLIF Kid - BRAND FOUNDATION
Who is the Brand?
Brand Purpose
Unleash the spirit of
adventure in every kid!
Brand Beliefs
We believe that childhood is precious and that kids are
superhumans full of wonder, creativity and adventure
We believe that sunshine, fresh air, and playing outside makes
little bodies, minds, and spirits stronger
despite their best intentions, they make guilt inducing tradeoffs just
We believe all kids deserve positive energy from delicious,
wholesome food made without shortcuts
Who is the Consumer? NNoo t
Why will we win? t
Consumer Definition Frame of Reference ffoorr D Diis
The CLIF Kid parent cherishes their connections with their kids. Better-for-you snacks for kids sttrriib
Their #1 priority is raising happy, healthy little superhumans Food fit for movement: Sustain and Breaks b uuttiio
and preparing them to take on the world!
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Brand Emotional Benefit
They genuinely want to do it all for their kids - give them healthy Satisfaction of one right choice
food with better ingredients, give them food that makes them
happy, get them away from screens and outside to play and make
choices that create a better world for their kids to live in. The Brand Functional Benefit:
burden of over-scheduling and outsized expectations is heavy and Unbridled play
to get through the day sometimes.
Product Attributes:
Demographically, they’re parents with kids in elementary school Fit for play; dreamed up by kids;
(bullseye: millennial parents, kids K-5 th grade). They are more nature’s best ingredients; purposeful nutrition;
concerned about sustainability & health. They buy a range of taste & texture kids love; by people who care an awful lot 
snacks and are willing to pay more for brands they believe in.

Brand Equities
CLIF Kid logo
Blue sky + clouds
Illustrated kids in colorful, outdoor scenes
Bar equities: “Zbar” (“Z”), kid on skateboard
Brand Character
Curious: An explorer at heart
Imaginative: Brimming with creative energy;
Joyful: An infectious happy spirit;
Active: In perpetual motion
Consumer Insight
I feel pride and hope as a parent when I get my kids to enjoy
food I know is better for them and the planet
Consumer Challenge
Why would I pay more for a basic granola bar? I’m always looking
for new snacks, but I don’t want to waste money.
Positioning
To mindful parents trying to raise little superhumans, CLIF KID is the
brand of better-for-you snacks that supports unbridled play because
they were dreamed up by kids, use nature’s best ingredients, to
provide purposeful nutrition with a taste and texture kids love.

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 PRO
A PLACEHOLDER
(Our vision is to create a new sub-brand (name TBD) that is our
primary offering in the ‘FUEL’ Pillar)

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The content in this document is confidential
CLIF PRO - BRAND FOUNDATION
Who is the Brand?
Brand Purpose
Inspire transformation
through the adventure of sport
Brand Beliefs
 We believe that sport is a platform for personal
growth and life defining experiences
We believe striving for a goal matters more than
achieving it – winning is not everything
We believe both nature and science have important
roles to play in performance nutrition
We believe our bodies are incredible machines that, with the
right fuel and attention, can always get stronger and faster
We believe in the value of sound advice from
fellow athletes who have been there
Brand Equities
CLIF logo (red fin) Litter Leash
Builders name Built with Purpose™
BLOKS and SHOT names Fitness is Built™
Brand Character
Gritty: hard working & focused on the goal at hand
Wise:  An expert that’s earned knowledge by having run the
gauntlet many times; Pace Setter/Spotter: A fellow athlete
that pushes you as they support you
Who is the Consumer? NNoo t
Why will we win? t ffoo
Consumer Definition Frame of Reference  rr D Diis
Sports Nutrition for training, performance andsttrecovery
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Focused and goal-oriented athletes, they see sports as not Food fit for movement:  Fuel ttiioo n
just an activity to be enjoyed, but a vessel through which they
n
can transform themselves.  They don’t back down from lofty
goals because they know that battling through adversity,
disappointment and self-doubt pushes them to learn, adjust Brand Emotional Benefit
Confidence my body and mind
and ultimately reach new heights. will perform at their best
They often have specific sports nutrition needs based on the Brand Functional Benefit
sports they play, especially during training or competition Nutrition dialed in to the needs of athletes
where packaging and product form really matters.
Attuning themselves to how different products affect
performance and recovery is often a process of trial and Product attributes
error.  While they range in age from 15 to 59, younger athletes Clinically-backed performance nutrition
and newer athletes to a sport tend to have nutrition less Functional ingredients derived from nature
dialed in and look for advice.  Forms and flavors that perform in use
Positioning
Consumer Insight To fellow athletes who view athletic pursuits as a vessel for
The right nutrition at the right time can make all the personal growth, CLIF “PRO” is the brand of sports nutrition
difference in whether I perform at my personal best  products that creates confidence your body and mind will
perform at their best because they offer clinically backed
nutrition, functional ingredients derived from nature and
Consumer Challenge forms and flavors that perform in use.
If I’m not an experienced runner, cyclist or climber,
CLIF doesn’t make the right products for me.
A Brand

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The content in this document is confidential
 LUNA BRAND FOUNDATION
Who is the Brand?
Brand Purpose
Fight for a world where all genders are equal
Brand Beliefs
We believe in the power of women
We believe in walking the walk, not just talking the talk
We believe anyone experiencing gender inequality
deserves an ally
We believe the right attitude and choices
everyday can change the world
We believe the food you love should
be great for you and our society
We believe living well
means never denying ourselves
Brand Equities
LUNA logo, moon, LUNA Blue, LUNA Voices,
LUNAFEST, “Someday is Now”
Brand Character
Fearless: Believer who won’t be denied
Optimistic: Unwavering faith in progress
Real: Call it like it is, do the work to change it
Welcoming: Inclusive, approachable & judgment-free
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To our fellow badasses, LUNA offers breaks and boosts to support wellness and equality because we provide crave-worthy food,
made with mindful ingredients that advance gender equality by people deeply committed to the cause
Who is the Consumer? Why will we win?
Consumer Definition NNoo t
Frame of Reference
t ffoo
Progress has been made, yes, but they know there’s so Grab and go snacks rr DDis
much more work to do for equality. They connect to the Food fit for movement: 1) Breaks 2) isttBoosts
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collective of Women Doing Great Things, which bonds ttiioo n
them to others with a fierce desire to grab life and shape it
n
Brand Emotional Benefit
to what they envision.
An easy choice with a big impact on equality
They have an activist's heart and the reality of an
overwhelmingly full life; their days are far from perfect as
they struggle to balance it all. But they further the fight Brand Functional Benefit
through daily choices for the causes they support. Makes ‘good-for-you eating’ crave-worthy and
They are typically 25-45yo, committed to well-being and satisfying to body and mind
health. When it comes to food, they won’t deprive
themselves of what they love, but consider what they put Reason to Believe
in their body. They seek variety in their food and seek
products delivering on health & ingredient trends. They Crave-worthy food,
know of LUNA and support the mission, but a LUNA bar is made with mindful ingredients,
not something they feel good about eating. that advances gender equality,
by people deeply committed to the cause
Consumer Insight
Some days life is great. Other days you realize that the desk
in the office was never designed for you. It was designed
for the height of the average man. It’s exhausting but
we’re going to change that.
Consumer Challenge
I believe in what LUNA stands for, but the products are too
processed and made with ingredients I don’t eat
Positioning