Kellogg's breakfastware Apparel Style Guide · Authenticity - Kellogg’s breakfastwear™ creates a simple pure message of waking up well and starting your day at your pace, in your

Kellogg's breakfastware™

Apparel Style Guide

01 Apparel Brand Rules02 Materials & Details 03 Labelling & Embroidery04 Color Palette05 Graphic Application06 Graphic Directions

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Conceptual Program Positioning

In apparel the Kellogg's BREAKFASTWARE™ brand visions simple expressions of the breakfast ritual.Kellogg's is Breakfast. It therefore designs for consumer lifestyle in relation to their breakfast needs. Making life easier and aligning design with how consumers want theirbreakfast - what to eat, how to eat it and where to eat it.

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Breakfast Lifestyle

33% of people eatbreakfast at home.

33% of people eatbreakfast on the go.

AtHome AtTheOffice OnTheGo

33% of people eatbreakfast at the office.

Kellogg's breakfastware™ understandsconsumers eat breakfast. AtHome, OnTheGo or AtTheOffice and aims to provide consumers with Information, Education, Products and Services,to help themselves to a Healthy Start to the dayto Start Good.Feel Good.

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Brand Rules

Focus on HealthProducts MUST talk tohealth. Where possiblethis should be integratedinto product design,functionality, packagingand marketing.

Breakfast RelatedProducts MUST be directlyrelated to breakfast and breakfast lifestyle.

Innovate forConvenienceProducts MUST incorporate some level of innovation and newness in their design and functionality formodern day convenience.

Keep It AuthenticProducts MUST beauthentic in purefunctionality. Simplicityand convenience are key. Functionality is king.

Fusion of Retro + ModernProducts must maintain a retro-modern fusion inlook+feel and styling.Materials, form, color,mood and function to beinformed by this.

When designing for any aspect of the Kellogg's breakfastware™ brand please ensure that you signoff on all 5 brand rules.

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Apparel Brand Rules

The Design Direction for Kellogg’s breakfastwear™ apparel is a is a harmonious fusion of retro and modern, embracing the Start Good.Feel Good philosophy of Kellogg’s, to start the day in cheerful comfort.Authenticity - Kellogg’s breakfastwear™ creates a simple pure message of waking up well and startingyour day at your pace, in your way. Retro inspired classic shapes embrace old fashioned simplicity andare mixed with contemporary, easy to wear styles to lounge around and start the day in. Innovation - Retro classics reinterpreted to bring them to modern form by redefining materials, details and finishes. Health - Wellbeing affirmations and simple truths from the Kellogg’s Archive inspire a healthy Start Good.Feel Good attitude to life. Fabrics are soft, natural and beautiful to touch - the ultimate Feel Good comfort range for the morning.

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FINE COTTON JERSEY 100% WOVEN COTTON 5 X 1 RIB KNIT JERSEY MARLE

POINTELLE KNIT WOOL KNIT

Materials

A mix of retro andcontemporary materials thatinspire touch and evoke aStart Good.Feel Good mood.

BrandExtension

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WOVEN STRIPE OVERSTITCHED PATCH LABEL DETAIL OVERSTITCHED PATCH

OVERSTITCHED PATCH REVERSE ZIG-ZAG OVERSTITCH

Details

An eclectic combination of patterns and plains, archivegraphics and vintage stripes. Retro details and finishes for aFeel Good start to the morning.

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Labels

VERTICAL BREAKFASTWEAR™ LABEL HORIZONTAL BREAKFASTWEAR™ LABEL VERTICAL BREAKFASTWEAR™ LABEL HORIZONTAL BREAKFASTWEAR™ LABEL

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Embroidery

KELLOGG’S LOGO EMBROIDERY KELLOGG’S LOGO EMBROIDERY REVERSED BREAKFASTWEAR™ LOGO EMBROIDERY BREAKFASTWEAR™ LOGO EMBROIDERY REVERSED

breakfastwear ™ breakfastwear ™

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WHITEC0 M0 Y0 K0

PALE CREAMMATERIAL C2 M3 Y8 K0

BRIGHT RED PANTONE 199C C0 M100 Y62 K0

LIGHT GREY MARLEC0 M0 Y0 K15

Color

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Graphic Application

The Graphic Direction for Kellogg's breakfastware™ apparel is a harmonious fusion of retro and modern inspired by the Feel Good simplicity of a farmer mood.

01This graphic direction combines aniconic Kellogg's morning roosterwith Good Morning phrases from theKellogg's Archive.

02This graphic direction showcases thebeauty of Kellogg's Archive, its imagesand language. The Archive image conveysa fun and nostalgic start to the day and issupported by a retro stripe pattern andphrases from the Kellogg’s Archive.

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Graphic Direction 01Morning RoosterKey details and SKU Application

Overstitched rooster patch detailLabel detail Overstitched rooster patch detail

Scoop Neck TeeRinger TeeRibbed SingletRibbed HenleyNight DressDrawstring BoxerRibbed ShortDrawstring Lounge PantLong John

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Cotton jersey ringer tee Graphic: Printed or embroidered

Graphic detail Label detail Zig-zag stitch detail

Cotton jersey scoop neck teeGraphic: Printed

5 x 1 Ribbed singletGraphic: PrintedFabric Option: Pointelle Knit

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Woven cotton drawstring lounge pantGraphic: Printed

5 x 1 Ribbed long johnGraphic: Printed or embroideredFabric Option: Pointelle Knit

5 x 1 Ribbed shortGraphic: EmbroideryFabric Option: Pointelle Knit

Woven cotton drawstring boxerGraphic: Printed

Drawstring detail Patch detail Embroidery detail

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5 x 1 Ribbed HenleyGraphic: Printed or embroideredFabric Option: Pointelle Knit

Cotton jersey night dressGraphic: Printed or embroidered


Patch detail Placket detail Graphic detail

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Graphic Direction 02Kellogg’s ArchiveKey details and SKU Application

Overstitched archive patch detailLabel detail Printed archive on stripe

Scoop Neck TeeRinger TeeRibbed SingletRibbed HenleyNight DressDrawstring BoxerRibbed ShortDrawstring Lounge PantLong John

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Cotton jersey ringer tee Graphic: Printed or embroidered

Graphic detail Label detail Zig-zag stitch detail

Cotton jersey scoop neck teeGraphic: Printed

5 x 1 Ribbed singletGraphic: Printed Fabric Option: Pointelle Knit

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Woven cotton drawstring lounge pantGraphic: Printed

5 x 1 Ribbed long johnGraphic: Printed Fabric Option: Pointelle Knit

5 x 1 Ribbed shortFabric Option: Pointelle Knit

Woven cotton drawstring boxerGraphic: Printed

Drawstring detail Patch detail Stripe detail

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5 x 1 Ribbed HenleyGraphic: Printed Fabric Option: Pointelle Knit

Cotton jersey night dressGraphic: Printed


Patch detail Graphic detail Graphic detail

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Graphic Direction 03Knit Accessories

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Graphic Direction 03Knit AccessoriesKey details and SKU Application

Arm detail Material detail

BeaniesSlippersLegwarmersArmwarmersMesh knit wrapsChunky knit wrapsSocks

Mesh knit wrap detail

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Wool knit beanieGraphic: Printed label

Wool argyle knit slipper Wool knit legwarmers/armwarmersGraphic: Printed label

Wool knit stripe socks

Argyle detail Patch detail Stripe detail

Documents

Kellogg's breakfastware Apparel Style Guide · Authenticity - Kellogg’s breakfastwear™ creates a simple pure message of waking up well and starting your day at your pace, in your