STANDARDS MANUAL

| Introduction Mission Statement 5

| Research Company Analysis 6 Competitor’s Analysis 8 Comparative Analysis 10 Keywords 12 Mindmap 13

| Solution The Signature 14 Signature Clear Space 15 Signature Construction 16 Signature Minimum Size 17 Signature Colors 18 Corporate Fonts 19 Color System 20 Signature Misuse 22 Stationary System 23 External Applications (3D) 29

|TABLE OF CONTENTS

5

“To make nutrition and highly nutritious food more accessible to everyone, so that we all may live better-quality and healthier lives.”

|MISSION STATEMENT

INTR

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PRODUCTS:Frapez offers carefully designed, health supportive smoothies, teas, and juices made with high quality, organic ingredients that aim to replenish and nurture the body. In addition, Frapez offers complimentary foods like Granola, Oatmeal, Paninis and cookies as well as they provide essential ingredients that are sold separate in case the client wants to make their own drink at home.

ADDITIONAL SERVICES: Frapez offers personalized and holistic nutrition consulting that consists on the analysis of the clients’ nutritional habits and in response, the design of a specific program to suit the clients’ needs and the provision of nutritional supplements. Frapez also offers 3-5-7-day detox programs designed by their nutritionist, Nino Jovicic CN that includes consultation and the provision of different smoothies, teas and juices for each day.

HOW FRAPEZ MAKES A DIFFERENCE:All the smoothies that Frapez created are unique and they use only whole real foods, even the supplements and the super foods. Frapez doesn’t use any processed supplements, processed sugars, or even ice. So the clients are only getting nutrients that really nourish their bodies. A certified nutritionist created the menu where all the smoothies designed to be well balanced on carbs, proteins, and they are full of vitamins and minerals.

LOCATION:Frapez is located at the Castro neighborhood on 4092 18th St. (at Castro street). This area was selected of its sunny and warm weather. Regarding the open hours, the company wanted to be always accessible so they de-cided to open form Monday to Friday from 8am to 8.30pm on weekdays, and from 8am to 8 pm on weekends.

|COMPANY ANALYSIS

FRAPEZ

RESE

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PRODUCTS: Jamba Juice uses real fruit and processed fruit juices from concentrate. All smoothies, except for its “All Fruit Smoothies,” contain another ingredient, as per the recipe: sherbet, frozen yogurt, sorbet, plain yogurt, low-calorie dairy base, chocolate base, or soymilk. In addition to the smoothies, Jamba Juice sells fresh-squeezed orange juice and carrot juice, as well as wheatgrass juice shots

PRODUCT INNOVATION: Jamba creates new and exciting smoothies, wraps, flatbreads and salads. All Jamba products meet strict quality and nutrition guidelines. This means 0g trans-fat, no artificial flavor, no artificial preservatives.

BRAND RECOGNITION: Jamba Juice is the category leader with over 700 units nationwide and unmatched brand recognition. The Jamba brand stands for fun, healthy, on-the-go products in an energizing unit environment. Frapez also offers 3-5-7-day detox programs designed by their nutrition-ist, Nino Jovicic CNC that includes consultation and the provision of different smoothies, teas and juices for each day.

LOCATIONS: High income, high education areas Shopping malls, sports arena, strip centres, airports, Whole Foods markets (upscale supermarket chain)

EXPANSION: The company intends to open 50 or more new locations per year in the U.S., mostly franchise-operated, in the close future. In addition to this, foreign expansion represents a very interesting growth area, as the com-pany targets to close franchising agreements in about 10 international markets that can potentially see the presence of 50 to 100 units each.

|COMPETITOR ANALYSIS

JAMBA JUICE CO.

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|COMPARATIVE ANALYSIS

FRA EZsmoothie-spa

Corporate company Main competitor Redesigned brand Type Lowercase on green Custom made, Busorama ITC combined with orange lowecase serif Std medium, & light Consistency No Yes Yes Typeface Lowercase Lowercase Uppercase Focus Targeting towards Targeting towards Targeting towards medium and high low, medium and high medium and high Income level income level income level Consistency No Yes Yes Presentation Informal, iconic Playful, modern Modern, formal simplistic, casual, young, colorful minimalistic, consistent organic, handmade, informal, appealing quality, renewed simple, traditional modern, decorative colorful, symbolic Message “Nutrition affordable “Real fruit juice, “Nutrition affordable to everyone.” real good taste.” to everyone.” Consistency No Yes Yes Message Affordable, smart, Tasteful, healthy, Nutrition, high quality, natural convenient carefully-designed Associations Arizona Iced Tea Fanta Tropicana Smoothie, Pom, Naked, Dasani Consistency No Yes Yes

Logo

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|KEYWORDS

Superfoods

AcaiBitter melonBrazil nutsChia seedsChiorellaDandellionEchinaceaFlax seedsGingerGoji BerryLecithinNettles Nutritional YestSteviaTumericWheat grassWhey protein

Frapez Smoothie-Spa

General Keywords

Smoothie SpaNutritionFoodQualityRejuvenate withinCarefully-designedSupportive smoothiesOrganic ingredientsDreamsSnackBoost Fruity drinkWell-being Superfoods Relax Fast food Power Balance EnergyDetoxTasteColorIngredients

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|MINDMAP

Smoothie Drink Nutrition Rejuvenate Balance Color Fun Healthy Nutrition Energy Juice Snack Boost Ingredients Fruity Yummy Well being

Nutrition

Superfood Quality Support Organic Fruits Vegetables Carbs Protein Vitamins Mineral Seeds Consciousness Green Colors

Rejuvenate

Energy Boost Detox Treatment Relax Well-beingVacation Rest Spa New Birth Blue

Balance

Taste Color Ingredients Equal Peace Health Consciousness Sport Steady

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The objetive of the redesigned logotype was the urge to satisfy the need of getting a modern and consistent look to the company. The design process of the logo began by getting toghether images that were related to keywords and the product itself. Therefore, a study on shape of fruits and vegetables was done in order to find a common identifier for any of the ingredients on a smoothie. The form of seed is the main idea and the colors simbolyze the different elements. The red and orange represents fruit, and the green represents vegetables. The result is the following logo as a consequence of an extensive reserach on organic forms representing a professional and carefully designed product.

|THE SIGNATURE

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In order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dashed outline surrounding the signature above indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require approval prior to use.

|SIGNATURE CLEAR SPACE

Minimum clear space is specified in units of “X.” X equals the width of the cap letter “E”.

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| SIGNATURE CONSTRUCTION

The signature is always reproduced from approved reproduction artwork. The signatures should never be constructed or redrawn. However, in certain approved circumstances, it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature components. Placement is specified in units of “X.” X equals the width of the letter “E” in “Frapez”

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As the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screen-print-ing) may require larger sizes.

| SIGNATURE MINIMUM SIZE

1 (one) inch width is the smallest size al-lowed

1 inch

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Frapez-Color SignatureUse this version whenever possible. The signature is reproduced in 5 (five) colors.

|SIGNATURE COLORS

Solid black & whiteBlack & white

Primary colors Secondary colors

One-Color SignatureUse this version whenever 5-color reproduction is not possible. The entire signature prints in one color. If these colors are not available, other colors are allowed as long as the signature is clearly vis-ible. Background is white or a light, neutral color.

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To help establish a consistent look and feel across a broad range of implementation materials, one type family have been selected for use on all media. It is called Busorama Itc Std. Together they provide for a great deal of versatility. Specimens of the most commonly used typefaces within these families are shown. Numerous versions of Busorama Itc Std are produced by different manu-facturers. All fonts used should match the samples shown on these pages. Do not substitute other typefaces in place of those specified. Never scale, condense, expand or otherwise modify any exist-ing letterforms. If special circumstances require the use of other typefaces, contact the Design Depart-ment for approval.

|CORPORATE FONTS

Busorama ITC STD Medium abcdefghijklm nopqrstuvwxyz 1234567890

Busorama ITC STD Light abcdefghijklm nopqrstuvwxyz 1234567890

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Color System Frapez has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materi-als. This color system consists of five separate color palettes. Each of these palettes has been designed to reinforce specific emotive values associated with our products and services. The five palettes are extreme-ly flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.

Color ReproductionAll colors specified throughout this manual are referred to as Frapez’ colors. Frapez’ colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group. Equivalent matches using other color-matching systems (e.g., Pantone® and CMYK) are given in the chart opposite. These equivalent specifications may need to be modified to adjust for production variations.

Solid black & white

Black & white

Pantone 325 1C

C=0 M=0 Y=0 K=90 R=35 G=31 B=32

Pantone 325 1C

C=0 M=0 Y=0 K=90 R=35 G=31 B=32

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Primary colors Secondary colors

Pantone 360 C

C=67 M=0 Y=98 K=0 R=90 G=186 B=73

Pantone 363 C

C=82 M=22 Y=100 K=9 R=49 G=138 B=76

Pantone 136 C

C=0 M=29 Y=88 K=0 R=253 G=187 B=58

Pantone 1665 C

C=5 M=86 Y=100 K=1 R=227 G=75 B=37

Pantone 325 2 C

C=0 M=0 Y=0 K=90 R=65 G=64 B=66

Pantone 132 C

C=30 M=100 Y=50 K=0 R=183 G=38 B=94

Pantone 363 C

C=40 M=100 Y=60 K=30 R=124 G=24 B=62

Pantone 136 C

C=0 M=29 Y=88 K=0 R=253 G=187 B=58

Pantone 1665 C

C=5 M=86 Y=100 K=1 R=227 G=75 B=37

Pantone 325 C

C=0 M=0 Y=0 K=90 R=65 G=64 B=66

The samples shown on these pages and through-out this manual are approximate matches for the actual Frapez’ colors. Do not use them for color proofing. Use swatches specifically provided for color-matching purposes.

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The following examples illustrate incorrect use of the signature. These examples highlight common errors, but do not include all possible mistakes. Always use the signature as outlined throughout this manual.

|SIGNATURE MISUSE

No stretching

No drop shadows

No strokes

No single color

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Approved letterhead formats are shown opposite and on the following pages. All letterhead use the same basic layout, colors and type specifications. The preprinted nomenclature present on a letter-head varies, depending on the specific origin of the document. For example, corporate letterheads, program and department letterheads, each pos-sess different nomenclature. A range of examples is shown on the following pages.

|LETTERHEAD

STAT

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Word processing specifications for the letter itself are given in the examples. They illustrate the correct organiza-tion of contents, approved typeface, line length and spacing.

November 30th, 2011

Mrs. Ruth Kaplan143 Sutter StreetSan Francisco, CA 94109

Dear Mrs. Kaplan,

The fi nished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 9.5 pt. Johnston ITC Std, with 12 pt. leading. If Johnston ITC Std is temporarily unavailable, use other typefaces specifi cally approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.

The left edge of the date is aligned with the logotype center and the top edge of the date is aligned with the website. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salu-tation. Skip one line space below the salutation, and begin the body of the letter.

The body of the letter should not be deeper than 5.25 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns fl ush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 4.5 inches,

Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assis-tant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.

Sincerely,

Ariana Fridman

Consultant

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Corporate letterheadAll corporate letterheads are reproduced using the specifications given below, and in approved templates.

Size: 11 H x 8.5 W in inches

Type:Johnston ITC Std-Typesize 9.5 / 12 leading Font, upper and lowercase, Left-alignment, normal spacing. One line space between paragraphs.

Stock:Neena Paper-classic crest, white, smooth, basis 28lb (weight).

Printing:5-color offset lithography in Frapez Corporate colors.

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Corporate Second Page Standard multiple pages are reproduced using the specifications given below, and in approved templates. Always align the letter with the edge of the website as shown in the example. Line width should not go beyond 4.5 inches measurement and 2 1/8 inches deep.

Page number indicator is placed in alignment with the body of the letter and the logotype.

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Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assis-tant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.

Sincerely,

Ariana Fridman

Consultant

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Board of Directors letterheadBoard of Directors letterhead is reproduced using the specifications given below, and in approved templates. This is basically a corporate letterhead, with a listing of Board of Directors added below the address type.

November 30th, 2011

Mrs. Ruth Kaplan143 Sutter StreetSan Francisco, CA 94109

Dear Mrs. Kaplan,

The fi nished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 9.5 pt. Johnston ITC Std, with 12 pt. leading. If Johnston ITC Std is temporarily unavailable, use other typefaces specifi cally approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.

The left edge of the date is aligned with the logotype center and the top edge of the date is aligned with the website. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salu-tation. Skip one line space below the salutation, and begin the body of the letter.

The body of the letter should not be deeper than 5.25 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns fl ush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 4.5 inches.

Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assis-tant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.

Sincerely,

Ariana Fridman

Consultant

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Nino Jovicic CEO & Nutrition Consultant

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EnvelopesStandard mailing envelopes are reproduced using the specifications given below, and in approved templates. Always align the recipient’s address with company’s address as shown in the example.

Mailing labelsStandard mailing labels are reproduced using the specifications given below, and in approved tem-plates. Always align the recipient’s address with company’s address as shown in the example.

Mrs. Ariana Fridman3178 16th st. Apt#1San Francisco, CA 941034

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Mrs. Ariana Fridman3178 16th St. Apt#1San Francisco, CA 941034

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Business CardBusiness cards are reproduced using the specifications given below, and in approved templates.

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| EXTERNAL APPLICATIONS

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Within

R e j u v e n a t e W i t h i n

www.frapez.com

4092 18th Street | San Francisco CA 94114

Within