Fiberwise Brand GuidelinesMelaleuca®

FIBERWISE BRAND | 2

Brand Voice

Attain is Melaleuca’s great-tasting alternative to fatty, sugary foods that’s satisfying and can help control hunger cravings. Attain features Melaleuca’s exclusive CraveBlocker formula of four natural ingredients that work with the body to help control hunger. Attain with CraveBlocker can help people with healthy weight management goals make healthier food choices throughout the day.

The package design featured in this guide was launched in the U.S. in January 2015 and features light and airy photography and an updated logo and color palette. The primary objectives were to increase taste appeal and more strongly identify with the customers that seek great tasting weight loss solutions.

This guide was created to identify the key design elements that are crucial to maintaining the integrity of the Attain brand as it is implemented globally. The package formats or flavors may vary as they are implemented from region to region, but the basic elements should remain intact and should not be used on other Melaleuca products.

Using the Attain brand elements with consistency and attention to detail is paramount. Consistency makes the brand more readily identifiable, and creates a more relatable, trustworthy relationship with customers. It also reflects on two key components of Melaleuca’s own brand identity: stability and reliability.

Please use this guide as a reference tool. For questions, clarifications, or current copies of the Attain artwork, please contact the Creative Team at the U.S. home office.

Dave Childs Vice President, Creative 208-535-2094 dchilds@melaleuca.com

Tye Bergeson Art Director 208-534-2330 tbergeson@melaleuca.com

Fiberwise

PRIMARY BRAND ELEMENTS | 3

The Heart-Healthy image is locked up with Fiberwise logo. Clolor of the image cannot be changed.

The primary identifying element to any Fiberwise package is Fiberwise logo implemented in white with a gritty pattern on it. The position of the logo is centered and shifted a little bit down from the horizont line.

The primary flavor identifying element is the image of the product which is located in the bottom part of the front panel right under the name of the product. It cannot be obscured by any other elements. The image has white outline which is part of the branding.

Benefits information is linked with icons and is located in the left bottom corner. This information is relevant for all Fiberwise products. Information is set in Gotham Condensed Medium.

Heart-Healthy image.

Fiberwise logo

Flavor image

Benefits

Nutritional callouts are located in the upper right corner and are placed in hexagon shape. Gotham Bold and Bebas Neue Regular fonts are used. Colors cannot be changed. Pattern implemented above the nutritional highlights lock up is colored according to the flavor.

Nutritional Highlights

The outline inside the fiber seal matches flavor color. The position of the seal is linked with Net Weight & Other Information.

Flavor color is used for the quantity of the bars. The position of the information is right bottom corner.

Fiber Seal

Net Weight & Other Information

The all-white Melaleuca logo is locked up with the ‘onion-balb’ shape and is preferred for use on Fiberwise packaging. The shape should always be brown color. The position of the logo for box packages is centered and locked to the top edge of the front panel.

Melaleuca logo

Flavor name is set in flavor color and is locked up with the name of the product information. KG How Many Times typeface is used to set the flovor name. The name of the product is implemented using Adelle Regular Font. The typographic block has centered position.

Name of the Product

Fiberwise

COLOR | 4

Primary Colors (PANTONE)

FiberwiseBlueberry

PMS 279 CC-68 M-34 Y-0 K-0

FiberwiseOatmeal Raisin

PMS 506 CC-19 M-86 Y-38 K-57

FiberwisePeach

PMS 1225 CC-0 M-19 Y-79 K-0

FiberwiseCranberry

PMS 7621 CC-0 M-98 Y-91 K-30

FiberwiseOrange

PMS 158 CC-0 M-62 Y-95 K-0

The Fiberwise brand uses Pantone inks to help identify the flavors or the product. When creating new flavor varieties, pick a Pantone color that helps identify the flavor attributes of the product and that is complimentary to the product photography. If the package is printed digitally, please assign the appropriate CMYK formula to the areas that would normally print Pantone.

The Fiberwise brown color (PMS 4625 C) is common to every flavor and variety of Fiberwise family. The background under the flavor name, along with the “onion-balb” shape uner Melaleuca logo and the hexagon shape should always use the Fiberwise Brown ink.

The Fiberwise Cream, Fiberwise Yellow, Fiberwise Blue, and Fiberwise Red colors are used in supporting text and other graphics as needed. The color harmony of the packages depends on consistent use of these colors in relationship to each other.

Secondary Colors

PMS 4625 C PMS 0 C

PMS 0 C PMS 0 C

PMS 0 C

C-30 M-72 Y-74 K-80 C-7 M-21 Y-48 K-14

C-10 M-45 Y-87 K-0 C-86 M-0 Y-28 K-0

C-27 M-90 Y-81 K-22

FiberwiseBrown

FiberwiseCream

FiberwiseYellow

FiberwiseBlue

FiberwiseRed

Fiberwise

ATTAIN LOGO | 5

Correct Usage

The correct usage of the Fiberwise logo consists of the Fiberwise lettering with gritty pattern on it and filled with white. The Product Identifier should remain locked up with the Fiberwise lettering in sizing and position outlined on page 7. When Placing the Fiberwise Logo over a colid color, use only flavor colors or Fiberwise Brown.

The most complete version of the Fiberwise logo includes Heart-Healthy image which is locked to Fiberwise lettering. This version is used on front panels of the packaging.

Fiberwise

LOGO USAGE | 6

Do not use supplementary colors for the background.

Do not change the color of Fiberwise lettering.

Do not apply a stroke to the Fiberwise lettering.

Do not apply any effect to the Fiberwise logo.

Do not change size or placement on the Heart-Healthy image.

Incorrect Usage

Fiberwise

PRODUCT IDENTIFIER | 7

U.S. EXAMPLE

Oatmeal Product Identifyer Spacing

U.S. EXAMPLE

Cobbler Bars Product Identifyer Spacing

U.S. EXAMPLE

Drink Product Identifyer Spacing

The Registered Trademark logo serves as a standard measure of space between the flavor name and product name and also between product name and additional information.

The Registered Trademark logo serves as a standard measure of space between the flavor name and product name and also between product name and additional information.

The Registered Trademark logo serves as a standard measure of space between the flavor name and product name and also between product name and additional information.

Fiberwise

TYPOGRAPHY | 8P

RIM

AR

Y D

ISP

LA

Y

FO

NT

SE

CO

ND

AR

Y D

ISP

LA

Y

FO

NT

Typefaces

Attain Fonts

Press Style Serif

KG How Many Times

Aa Bb Cc DdREGULAR

Use for logo and quantity information.

Use for product flavor and headlines.

Fira Sans– Semi-BoldPetala Pro– Semi-Bold

Sans serif, slightly condensed, with Humanist qualities and uniform width.

PMN CaeciliaUsed for headlines in product nutritional explanation.

Adelle– Regular

Slab Serif font, slight geometric form with humanist qualities and uniform width.

Aa Bb Cc DdREGULAR

Alternatives Description

NU

TR

ITIO

NA

L/

BO

DY

CO

PY

AdelleMultiple weights; use primarily for product description and and may also be used for lengthy product or feature descriptions.

Used to highlight brand name and product name in product information.

Used to highlight brand name and product name in nutritional explanation.

PMN Caecilia

Sans serif font, condensed, simple rational form with slightly taller X-height and uniform width.

Sans serif font, condensed, simple rational form with slightly taller X-height and uniform width.

Aa Bb Cc DdREGULAR

Aa Bb Cc DdITALIC

Aa Bb Cc DdBOLD ITALIC

Aa Bb Cc DdBOLD

PMN Caecilia

PMN Caecilia

Any designer creating new Fiberwise labels should make every effort to use the fonts identified in this guide. If Western fonts are applicable, purchase licenses when needed. Font foundry information can be provided by the U.S. Creative Team. When Western character fonts cannot be used, please see the font descriptions below to help you identify font atributes that will align your choices with the original specifications. In cases where the specified fonts are not available for purchase, suggested fonts are listed below and may be available through Adobe Typekit.

Fiberwise

SUBHEAD | 9

PMN CaeciliaUsed for nutritional explanation.

NU

TR

ITIO

NA

L/

BO

DY

CO

PY

NU

TR

ITIO

NA

L/

BO

DY

CO

PY

NU

TR

ITIO

NA

L/

BO

DY

CO

PY

NU

TR

ITIO

NA

L/

BO

DY

CO

PY

Gotham Condensed

Gotham Narrow

Gotham

Bebas Neue

Used for feature descriptions.

Used for nutritional explanation.

Used for nutritional explanation.

Used for nutritional explanation.

Used for nutritional explanation.

Used for nutritional highlights.

Used for nutritional highlights.

PMN Caecilia

Sans serif font, condensed, simple rational form with slightly taller X-height and uniform width.

Sans serif font, condensed, simple rational form with slightly taller X-height and uniform width.

Sans serif font, condensed, simple rational form with slightly taller X-height and uniform width.

Sans serif font, condensed, simple rational form with slightly taller X-height and uniform width.

Aa Bb Cc DdMEDIUM

Aa Bb Cc DdMEDIUM ITALIC

Aa Bb Cc DdBOLD

Aa Bb Cc DdMEDIUM

Aa Bb Cc DdBOOK

Aa Bb Cc DdBOLD

Aa Bb Cc DdREGULAR

Aa Bb Cc DdBOOK

PMN Caecilia

PMN Caecilia

PMN Caecilia

PMN Caecilia

PMN Caecilia

PMN Caecilia

Typefaces Alternatives Description

Fiberwise

LABEL FORMATS | 10

Different regions have unique packaging requirements. One common alternativeto the bag format is a plastic tub with a flexo-print label. Shown here are examples of how to adapt the square bag design to a long, narrow tub label.

The quidelines provided herewill help you maintain the key elements that are important to the Attain brand, while allowing flexibility for regional differences in ingredients or nutritional requirements.

Attain Tub Label

U.S. INFORMATION SHOWN

Fiberwise

LABEL FORMATS | 11

The tip of the cross bar for the “A” in Attain should align with the type in the flavor bar.

Use the Registered Trademark logo to space the Melaleuca logo fron the Attain logo.

Utilize this area for a CraveBlocker logo and product features when applicable.

Within the Flavor Bar maintain a pleasing amount of space above and below the type. Secondary type should be 50% of the size of the type indicating the flavor. Measurement

“c” is 50% of “d.” The spacing above and below the type should be about the distance of a “c” measurement.

Text within the Flavor Bar should never be closer than 1/4” from end of the Bar. For lengthy descriptions, use two lines, as shown below.

Increase height of Flavor Bar when needed for additional text. Adjust length of Flavor Bar based upon amount of text.

Primary Display Panel

Two Line Flavor Bar

1/4”c

c

d

d

d

d

[PRODUCT WEIGHT SHOULD ALWAYS APPEAR UNDER THE FLAVOR BAR.]

U.S. INFORMATION SHOWN

MEXICO INFORMATION SHOWN

Fiberwise

LABEL FORMATS | 12

The Secondary Panel may also be divided to accomidate multiple languages or expanded nutrition information.

SECONDARY DISPLAY PANEL PRIMARY DISPLAY PANEL NUTRITIONAL INFORMATION PANEL

Full Product Label

It is recomended that the design area of the tub label be split into three areas of approximately the same size. The Primary Display Panel should remain in the center. The remaining two areas can be filled with marketing and nutrition information as needed.

This panel serves as an area for product and feature descriptions or as extra space for nutrition information.

This panel should include the critical Attain brand elements product features as permitted, and weight requirements.

This panel is reserved for nutritional facts and information, and should be reversed out of the primary flavor color.

U.S. EXAMPLE SHOWN

Alternate Layouts

EUROPE INFORMATION SHOWN

U.S. INFORMATION SHOWN

MEXICO INFORMATION SHOWN

Fiberwise

NUTRITION INFORMATION PANEL | 13

The Primary (metallic) Color from the front Curve Element should extend to the far right edge of the label.

Nutrition information should be reversed out to white. Font weights may need to be increased to aid legibility.

Nutrition Information Panel

U.S.INFORMATION SHOWN

Alternate Layout Example

MEXICO INFORMATION SHOWN

Fiberwise