VERSION 1.0 An orange...is an orange... is an orange. Unless, of course, that orange happens to be a Sunkist.
- Russell L. Hanlin, Sr., Former CEO, Sunkist Growers (Building Strong Brands by David A. Aaker)
2 Real quick, Think of this as a living, breathing document. BEFORE WE BEGIN One that will continue to evolve and grow, much like the citrus in our groves.
With that said, allow us to give you the lay of the land.
3 Table of CONTENTS
Our Our Our 05 Story 15 Audience 49 Messaging • Nutrition & Health Guidance, FDA Criteria • Varietal Specific Information Our Our • Trademarks & Legal 07 Purpose 21 Style • Photography • Logo FAQ & Contact Our Information • Colors 56 10 Personality • Typography • Voice Our 12 Archetype
4 Our You could say we've been around. STORY Since 1893, to be exact. For over a century, we’ve branched out – expanding beyond our humble Californian roots and spreading citrus around the globe. Consumers have become a community. Farms have flourished. And generations of family growers have thrived as a cooperative.
Now, it’s time for us to turn over another new leaf. With your help, we can share the Sunkist story and celebrate everything we’ve grown from the ground up. Every orange. Every lemon. Every beautiful little mandarin. And along the way, we can continue to grow things our way – together. But more on that later.
5 SUNKIST BRAND A brief GUIDELINES HISTORY Our Story
Our Purpose Here’s a taste of what we’ve been up to over the years. Our Personality
Our Archetype
Our Audience
Our Style • Photography The Exchange gives their high- Sunkist branches out, big time — • Logo quality, fresh California citrus a licensing its name to all sorts • Colors name. And that name is Sunkist. of products around the world. • Typography 1908 1974 • Voice
Our Messaging • Nutrition & Health 1893 1952 2018 • Varietal Specific The Southern California Fruit The Exchange can’t stop Sunkist breaks out 125 • Trademarks & Legal Exchange is born, uniting regional growing, so they change their birthday candles and makes growers to sell and market citrus name to ‘Sunkist Growers.’ a wish: to keep growing, Contact & FAQ together. Growers rejoice. Which fits way better, anyway. innovating and working together as a cooperative.
6 SUNKIST BRAND GUIDELINES
Our PURPOSE Our We could go on and on about our brand purpose.
PURPOSE But first, let’s talk about why we need it in the first place.
For us, it’s more than just a statement. It’s a north star, guiding everything we create, giving our work a sense of, well, purpose. Everything that comes from our brand should ladder back up to this.
8 Our PURPOSE
Share the spirit of growing together. It goes without saying that Sunkist is all about growing, but this is about so much more than just citrus. Because we’re not just growing as farmers. We’re growing as people. Side by side (with you), year after year, united as a cooperative and as a global community. We constantly strive to be better tomorrow than we were today. And we do it with the warm-hearted, bright- eyed energy of the land we call home: California.
9 SUNKIST BRAND GUIDELINES
Our PERSONALITY SUNKIST BRAND Our GUIDELINES PERSONALITY Our Story
Our Purpose
Our Personality Our Archetype welcome everyone into the conversation Our Audience Our Style We give it to you straight • Photography • Logo are bold and innovative • Colors • Typography • Voice encourage growth in all forms
Our Messaging • Nutrition & Health are clever and witty • Varietal Specific • Trademarks & Legal love citrus, and everything you can do with it
Contact & FAQ are confident, yet humble
11 SUNKIST BRAND GUIDELINES
Our ARCHETYPE Our ARCHETYPE
It’s one thing to label our citrus. It’s another to label ourselves with an archetype. Because at the end of the day, there are two sides to Sunkist that embody who we are as a brand. Allow us to explain.
13 SUNKIST BRAND GUIDELINES Imaginative. Genuine.
Our Story Collaborative. Practical. Our Purpose Pioneering. Likeable. Our Personality Creator brands help people Everyman brands Our Archetype craft somethign new. THE THE help people celebrate CREATOR EVERYMAN exactly who they are. Our Audience Core Desire: create things of value Core Desire: connect Our Style The slice of our The slice of our with others develop • Photography Strategy: brand that is about brand that is an skills and crafts • Logo creativity. We everyday pleasure, Strategy: develop ordinary solid virtues, • Colors Talent: creativity, invite everyone humbly and be down to earth • Typography curiosity, drive to discover and effortlessly fitting • Voice Talent: realism, empathy, If you can imagine experience into their lives. lack of pretense Our Messaging it, it can be done. our citrus. • Nutrition & Health If I can do it, • Varietal Specific so can you. • Trademarks & Legal
Contact & FAQ
EXPLORATORY Sunkist inspires everyday people to try new things 1414 SUNKIST BRAND GUIDELINES
Our AUDIENCE SUNKIST BRAND Our GUIDELINES AUDIENCE Our Story
Our Purpose
Our Personality The people who love Sunkist are just that: people. With unique likes,
Our Archetype dislikes, names and personalities. And that’s exactly the way we
Our Audience should talk to them.
Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
16 SUNKIST BRAND Our GUIDELINES AUDIENCE Our Story
Our Purpose OUR PRIMARY AUDIENCE Our Personality The Artisanal Adventurer Our Archetype
Our Audience Carmen, 28 Food Demographics • Spends nearly half of food budget eating out Our Style • 18-34 • Constantly snacking on fruit • Photography • Likes fresh, bold flavors that she can cook with • Logo • College education minimal effort at home • Colors • Population estimate in Sunkist priority markets 106M • Typography • Primary grocery shopper Sentiment Expressed on Social • Voice Positive Negative • Most likely to purchase frozen or loose fresh fruit Emotions 78% 22% Emotions Our Messaging Lifestyle Top Social Media Usage • Nutrition & Health • Pride in knowing about social and cultural events Facebook 94.5% • Varietal Specific in the city where she lives Instagram 93% YouTube 83% • Trademarks & Legal • Eager to travel, explore, and experience new things Twitter 65.4% • Active social media user, views social media profile Google+ 35.9% Contact & FAQ as an extension of herself Pinterest 35.8% LinkedIn 26.5% • Most likely to experience “Fear of Missing Out” Love this salmon with Tumblr 23% based on what her friends are posting on social media butter, herbs & lemon… Vine 18.7% lots of lemon… #yum Reddit 13.7%
*data set did not include snapchat or breakout IG stories
17 SUNKIST BRAND Our GUIDELINES AUDIENCE Our Story
Our Purpose OUR SECONDARY AUDIENCE Our Personality The Contemporary Caregiver: The moms and dads (but mostly moms) of today Our Archetype
Our Audience Ruby, 37 Food Demographics • She is a healthy eater and consistently chooses Our Style nutrition above all else • 26-37 • Photography • However, at the grocery store, she strives • Logo • Secondary or college education to find food that the whole family will eat • Colors • 1+ children Sentiment Expressed on Social • Typography • Population estimate in Sunkist priority markets 108 MM Positive Negative • Voice Emotions 75% 25% Emotions • Primary shopper Our Messaging Top Social Media Usage • Most likely to be purchasing fresh fruit, • Nutrition & Health fruit in bulk and fruit sauces and juices Facebook 90.8% Instagram 89.7% • Varietal Specific Lifestyle YouTube 79.6% • Trademarks & Legal Twitter 60.1% • Prides herself on being a parent and is likely to Google+ 39% Contact & FAQ consider motherhood her greatest accomplishment Pinterest 31.7% 3 of my 4 kids demanded • Balances parenthood with self-care and ranks LinkedIn 21.9% grapefruit for breakfast this herself higher than her own mother and other moms Tumblr 17.8% morning. You would have her own age on issues of fitness and overall health Vine 15.4% thought it was Christmas! Reddit 11.5% • Most likely of all of the groups to be a part of a household where she lives with a partner *data set did not include snapchat or breakout IG stories 18 SUNKIST BRAND Our GUIDELINES AUDIENCE Our Story
Our Purpose OUR LESS PROMINENT AUDIENCE Our Personality The Fit Foodie Our Archetype
Our Audience Taylor, 31 Food Demographics • Shops on the basis of nutrition Our Style • 18-34 • Adopts the latest health trends where applicable • Photography • Most likely to cook at home to increase food’s • Logo • Secondary or college education nutritional value • Colors • Population estimate in Sunkist priority markets 51MM • Typography • Primary shopper or secondary Sentiment Expressed on Social • Voice • Most likely to purchase loose fresh or frozen fruits Positive Negative Emotions 81% 19% Emotions Our Messaging Lifestyle Top Social Media Usage • Nutrition & Health • Values holistic fitness and nutrition Facebook 93.1% Instagram 90.4% • Varietal Specific • Derives a sense of fitness and community from YouTube 81.7% • Trademarks & Legal exercise classes Twitter 58.4% • Looks to balance health with social and work life Google+ 38.9% Contact & FAQ Pinterest 32.9% Foods I eat everyday: • Over-index on going to their local farmer’s market LinkedIn 24.3% #Yogurt #Walnuts #Eggs • Most likely to extend health-conscious decisions Tumblr 22.3% #Cinnamon #Oranges into social behavior and nights out Vine 17.3% #Chocolate Reddit 14.4 %
*data set did not include snapchat or breakout IG stories
19 SUNKIST BRAND Our GUIDELINES AUDIENCE Our Story
Our Purpose OUR (EVEN) LESS PROMINENT AUDIENCE Our Personality The Adulting Independent Our Archetype
Our Audience Lila, 20 Food Demographics • Often eats at fast food and quick service restaurants Our Style • 18-25 • Almost 20% of daily calories come from junk food • Photography • Has a strong affinity for the Oreo brand • Logo • College education • Colors • Population estimate in Sunkist priority markets 33MM Sentiment Expressed on Social
• Typography • Primary shopper or not conducting shopping Positive Negative Emotions 62% 38% Emotions • Voice • Most likely to forgo produce shopping Top Social Media Usage Our Messaging Lifestyle Facebook 83.7% • Nutrition & Health • As a student or young employee, she is still Instagram 83.7% • Varietal Specific adjusting to the responsibility and independence YouTube 82.2% of early adulthood • Trademarks & Legal Twitter 62.6% • Proud of her sense of humor and authenticity Google+ 35.4% Contact & FAQ both in real life and on social media Pinterest 34% Bro do you even prep? LinkedIn 23.5% • Developing a strong affinity for brands that Tumblr 20.8% #citrus #bartenderlife she perceives as “cool” Vine 18.6% #prep #juice #phillycocktails Reddit 18.4 % #bestofphilly… *data set did not include snapchat or breakout IG stories
20 SUNKIST BRAND GUIDELINES
Our STYLE Our STYLE
Everything we capture, design and write is rooted in one thing: authenticity. It’s as simple as that.
22 SUNKIST BRAND Grove and Grower GUIDELINES IMAGERY Our Story
Our Purpose
Our Personality From our flourishing citrus to our dedicated growers, Our Archetype we give a peek into the Our Audience entire world of our groves. Our Style We do: • Photography • Show the groves in their prime, during peak season • Logo (November through March) • Colors • Shoot from unexpected angles and fresh perspectives • Typography • Take photos low to the ground to show how big • Voice and beautiful the grove truly is Our Messaging • Share close-up photos of citrus • Nutrition & Health • Capture candid photos of growers for extra authenticity • Varietal Specific • Show citrus in growers’ hands • Trademarks & Legal
Contact & FAQ
23 SUNKIST BRAND Citrus GUIDELINES IMAGERY Our Story
Our Purpose
Our Personality It’s only natural that we photograph our citrus. Our Archetype Usually, a little off-center. With some seeds showing. Because Our Audience that’s what citrus really looks like. We don’t hide the details. Instead, we embrace them and give an authentic glimpse Our Style into what each of our varietals have to offer. • Photography • Logo We do: • Colors • Slice citrus across the center, displaying a pinwheel • Typography • Represent all citrus categories – orange, lemon, lime, • Voice grapefruit, tangerine/tangelo, mandarin – when speaking to Sunkist’s citrus offering Our Messaging • Use images with bright, natural light • Nutrition & Health • Try to capture citrus in an “imperfectly perfect” way, • Varietal Specific with a few seeds showing • Trademarks & Legal • Use stock photography from time to time, as long as it Contact & FAQ follows our guidelines (and doesn’t look all stock photo-ish)
24 SUNKIST BRAND Citrus Varietal GUIDELINES IMAGERY Our Story
Our Purpose
Our Personality Each citrus varietal brings something different to the table. Our Archetype And we want to show all of it off for the world to see. Our Audience Our photos should highlight their unique characteristics, quirks and colors. Our Style • Photography Photography suggestions: • Logo • Capture the navel itself on Navel oranges • Colors • Let the colorful interior shine in Cara Cara oranges, • Typography blood oranges, pink variegated lemons, grapefruit and • Voice pummelos by slicing them in halves, wedges or pinwheels • Slice or break open finger limes to reveal the interior flesh Our Messaging • Nutrition & Health • Show the signature “top hat” of Minneola tangelos • Varietal Specific • Partially remove the skin on tangerines, tangelos and mandarin, with the peel in a curlicue • Trademarks & Legal
Contact & FAQ
25 SUNKIST BRAND Recipe GUIDELINES IMAGERY Our Story
Our Purpose
Our Personality We love sharing food photos (Surprise, surprise.) Our Archetype Whether it’s meal prep or a tall glass of lemonade, we put it all Our Audience out there – following a few imperative guidelines along the way, Our Style of course. • Photography We do: • Logo • Incorporate ingredients of the dish into the final shot • Colors • Show dishes just before they’re finished for extra • Typography authenticity • Voice • Capture step-by-step ingredient and process shots Our Messaging • Add a little action for dimension and realism • Nutrition & Health • Show authentic details, like crumbs, to help people • Varietal Specific envision the dish on their own table • Trademarks & Legal • Shoot from an array of angles to give images variety
Contact & FAQ • Occasionally, incorporate hands to show interaction with the food or drink about to be enjoyed • Ensure that people know what citrus was used (when it's not obvious in the dish) by featuring part or all of the citrus in the image
26 SUNKIST BRAND What not to do with GUIDELINES IMAGERY Our Story
Our Purpose Don't: Personify the citrus. Don't: Use stock photography that feels Don't: Show citrus with other fruit unless disingenuous, especially when including people. they're in the recipe. Our Personality
Our Archetype
Our Audience
Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
27 SUNKIST BRAND What not to do with GUIDELINES IMAGERY Our Story
Our Purpose Don't: Show stickers unless it's called for. Don't: Distract with backgrounds/props Don't: Clutter the image with too many that are busy, low-quality or inauthentic. mixed materials. Our Personality
Our Archetype
Our Audience
Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
28 SUNKIST BRAND GUIDELINES LOGO Our Story While we’ve moved past the Sunkist “sticker,” we still use Our Purpose the traditional wordmark as a nod to the brand’s rich history. Our Personality
Our Archetype WHEN TO USE THE LOGO: Our Audience • Print collateral Our Style • Marketing materials • Photography • Logo • Presentations • Colors • Typography • Landing pages • Voice • Social posts Our Messaging • Third party collaborations • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ In social, we only use the logo in video and multi-media posts (e.g. Facebook canvas).
29 30 SUNKIST BRAND GUIDELINES LOGO Our Story Before you get any bright ideas about how to use our logo, Our Purpose please make sure to avoid the following: Our Personality
Our Archetype
Our Audience
Our Style • Photography • Logo • Colors • Typography • Voice Stretching Altering or removing Cutting off Turning Using colors outside Our Messaging the drop shadow or cropping on an angle of white or brand blue • Nutrition & Health (also pertains to • Varietal Specific the drop shadow) • Trademarks & Legal
Contact & FAQ Please do not remove the registration mark from the logo. Ever. We’ll get in big trouble.
31 SUNKIST BRAND GUIDELINES LOGO Our Story We don’t like to cramp our logo’s style. Our Purpose So we like to give it plenty of breathing room on all sides. In addition, we keep the minimum size to 10mm and typically place Our Personality the logo either in the center or bottom-right of assets. When in doubt, go with whatever looks most aesthetically pleasing in Our Archetype the composition.
Our Audience
Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
32 Did we mention Sunkist 125th Anniversary has been around for LOGO over a century? To celebrate our history, we brought back the beloved lollipop design just in time for our 125th anniversary to align our internal communications.
3333 3434 SUNKIST BRAND GUIDELINES COLORS Our Story Our true colors go way beyond orange. In fact, everything from our Our Purpose primary colors to our complementary hues are inspired by a range Our Personality of our citrus varietals. Our Archetype
Our Audience PRIMARY COLORS Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging CMYK C10 M82 Y100 K2 CMYK C100 M80 Y43 K39 CMYK C0 M0 Y0 K0 • Nutrition & Health RGB R215 G82 B38 RGB R7 G49 B79 RGB R255 G255 B255 • Varietal Specific HEX D75226 HEX 07314F HEX FFFFFF • Trademarks & Legal
Contact & FAQ
35 SUNKIST SECONDARY COLORS BRAND GUIDELINES
Our Story
Our Purpose
Our Personality
Our Archetype
Our Audience
Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
36 SUNKIST BRAND GUIDELINES SECONDARY COLORS
Our Story
Our Purpose
Our Personality CMYK C24 M98 Y96 K19 CMYK C0 M66 Y70 K0 CMYK C0 M58 Y98 K0 CMYK C11 M27 Y100 K0 CMYK C39 M0 Y90 K0 Our Archetype RGB R163 G35 B37 RGB R244 G120 B84 RGB R246 G134 B35 RGB R229 G182 B34 RGB R167 G207 B76 Our Audience HEX A22324 HEX F37854 HEX F58522 HEX E4B622 HEX A7CF4B
Our Style • Photography • Logo • Colors • Typography ACCENT COLORS • Voice
Our Messaging • Nutrition & Health • Varietal Specific CMYK C3 M5 Y10 K0 CMYK C19 M18 Y24 K0 CMYK C60 M51 Y51 K20 CMYK C60 M51 Y51 K50 CMYK C8 M19 Y56 K3 • Trademarks & Legal RGB R245 G237 B225 RGB R207 G198 B187 RGB R102 G103 B102 RGB R70 G71 B71 RGB R215 G187 B119 Contact & FAQ HEX F4ECE1 HEX CEC6BB HEX 656666 HEX 454747 HEX D7BB77
37 SUNKIST BRAND GUIDELINES TYPOGRAPHY Our Story We’ve got a type. And his name is Brandon. Brandon Text, that is. Our Purpose If he’s not available (on applications like Microsoft Word or PowerPoint), we turn to our good friend, Calibri. Our Personality But Brandon Text is always our first choice. If you need him, just let us know. Our Archetype • Use in dark grey, white, off-white and primary blue Our Audience • Choose from light, regular and bold weights
Our Style • Always ensure text is legible (this can change depending on your medium) • Photography • Use optical spacing and automatic leading • Logo • Start with kerning set to 0 and then adjust to ensure it’s even • Colors • Use in all caps for majority of headlines and subheads • Typography • Voice While Brandon Text is our primary font, we’ve been known to have Our Messaging • Nutrition & Health a side font here and there. Namely, Playfair Display and Magneton. • Varietal Specific • Use in dark grey, white, off-white and primary blue • Trademarks & Legal • Always ensure text is legible (this can change depending on your medium) Contact & FAQ • Use optical spacing and automatic leading • Start with kerning set to 0 and then adjust to ensure it’s even • Playfair comes with regular, bold, bold italic and black weights • Magneton comes with light, regular, bold and slanted weights – including various styles for the script
38 SUNKIST BRAND GUIDELINES BRANDON TEXT
Our Story
Our Purpose BRANDON TEXT REGULAR
Our Personality Our Archetype Brandon Text Our Audience
Our Style • Photography Aa Bb Cc Dd Ee Ff Gg • Logo • Colors • Typography • Voice 0 1 2 3 4 5 6 7 8 9 Our Messaging • Nutrition & Health BRANDON TEXT LIGHT BRANDON TEXT BOLD BRANDON TEXT BLACK • Varietal Specific • Trademarks & Legal Brandon Text Brandon Text Brandon Text Contact & FAQ Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9
39 GROWING GROWING GROWING TOGETHER TOGETHER TOGETHER
40 SUNKIST BRAND PLAYFAIR DISPLAY GUIDELINES
Our Story
Our Purpose PLAYFAIR DISPLAY REGULAR
Our Personality
Our Archetype
Our Audience Playfair Display
Our Style • Photography • Logo Aa Bb Cc Dd Ee Ff Gg • Colors • Typography • Voice 0 1 2 3 4 5 6 7 8 9 Our Messaging • Nutrition & Health PLAYFAIR DISPLAY BOLD PLAYFAIR DISPLAY BOLD ITALIC PLAYFAIR DISPLAY BLACK • Varietal Specific • Trademarks & Legal Playfair Display Playfair Display Playfair Display Contact & FAQ Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9
41 FRESH FROM FRESH FROM FRESH FROM The Grove The Grove The Grove
4242 SUNKIST BRAND GUIDELINES MAGNETON
Our Story
Our Purpose MAGNETON REGULAR
Our Personality
Our Archetype
Our Audience Magneton
Our Style • Photography • Logo Aa Bb Cc Dd Ee Ff Gg • Colors • Typography • Voice 0 1 2 3 4 5 6 7 8 9 Our Messaging • Nutrition & Health MAGNETON LIGHT MAGNETON BOLD MAGNETON BOLD SLANTED • Varietal Specific • Trademarks & Legal Magneton Magneton Magneton Contact & FAQ Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg Aa Bb Cc Dd Ee Ff Gg 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9
43 HEALTHY HEALTHY HEALTHY Living Living Living
44 SUNKIST BRAND Typography GUIDELINES
Our Story WITHIN IMAGES
Our Purpose Text doesn’t always go on photos. But when it does, we take our sweet time to make sure it looks just right. That means no Our Personality distracting tangents and text should always have appropriate contrast so that it’s legible. If that calls for a 20-30% darkening Our Archetype effect, go for it. Often, we also like to integrate our type (mostly headlines) into the environment. If it doesn’t complement the work or feel Our Audience natural, we don’t do it. Our Style • Photography • Logo • Colors • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
45 SUNKIST BRAND GUIDELINES VOICE
Our Story
Our Purpose We hope you’ve noticed by now, but our voice is clever and
Our Personality playful. We aim to crack a smile, raise eyebrows and engage
Our Archetype in genuine conversation.
Our Audience
Our Style write the same way we talk – like a human • Photography • Logo We embrace Millennial lingo, but never force it • Colors • Typography avoid exclamation points when possible • Voice
Our Messaging trim the fat • Nutrition & Health • Varietal Specific have a little bite • Trademarks & Legal Contact & FAQ tailor our messaging to the platform
speak to the benefits of citrus without sounding like an awkward ad
46 SUNKIST BRAND GUIDELINES VOICE
Our Story
Our Purpose Creative Our Personality What it sounds/feels like Our Archetype • Imaginative Scientific Artistic Our Audience • Innovative • Passionate Our Style Ambitious Accessible • Photography • Inclusive • Logo • Colors Exploratory • Typography Genuine Sunkist inspires everyday people to try new things • Voice What it sounds/feels like Down Our Messaging • Authentic to earth Folksy • Nutrition & Health • Conversational • Varietal Specific • Witty • Trademarks & Legal Silly Clever • Relatable Contact & FAQ
47 SUNKIST BRAND GUIDELINES VOICE
Our Story
Our Purpose
Our Personality When we talk, we say things like:
Our Archetype We’re all for throwing shade. Because the more our groves flourish, Our Audience the more shade they spread. Our Style • Photography • Logo Who knew a lemon could offer so much? Our growers. That’s who. • Colors • Typography Long live instant gratification. Just peel, eat and repeat. • Voice Our Messaging Go ahead, be picky. • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
48 SUNKIST BRAND GUIDELINES
Our MESSAGING Our MESSAGING
We want to make sure you know everything before bringing your ideas to the table. Even the (seemingly) little things, like grammar and trademarks.
50 SUNKIST BRAND Nutrition and Health GUIDELINES
Our Story GUIDANCE
Our Purpose Prepare to read a lot about federal regulations regarding food and recipes.
Our Personality Regulated Terms:
Our Archetype • Healthy – While citrus can be called “healthy,” recipes that include citrus don’t always check off this box. Try using “nutritious,” instead. It isn’t a regulated term. Our Audience • Heart-healthy – Sigh. We can’t use this term to describe citrus, since it doesn’t have an approved qualified health claim. Our Style • Antioxidant – When describing vitamins A and C, you can use this term—as long as the nutrients meet the requirements for high in, • Photography rich in, excellent source of, good source, contains and provides. For example, “Oranges are high in the antioxidant, vitamin C.” • Logo • Colors Regulated Terms that Describe Levels of Nutrients: • Typography • Free, Low, Reduced, Low – Spoiler alert: There are requirements when using these terms to express the level of calories, total fat, saturated fat, • Voice cholesterol, sodium, and sugars. When in doubt, refer to the US Nutrition Guide and Canadian Nutrition Guide. • High in, Rich in, or Excellent source of – Can be used if the citrus variety contains 20% or more of the Daily Value (DV) per serving. Have questions? Our Messaging Refer to those handy nutrition guides we mentioned above. • Nutrition & Health • Good Source, Contains, or Provides – Can be used if the citrus variety contains 10%-19% of the DV per serving. Nice. • Varietal Specific
• Trademarks & Legal Health Claims: Contact & FAQ • Are approved statements about food/nutrients and their relationship to a health-related condition. • While there are no approved health claims for citrus specifically, there are plenty for fruit and vitamin C. Check them out here and here.
51 SUNKIST BRAND Nutrition and Health GUIDELINES
Our Story GUIDANCE
Our Purpose The following terms may not have been defined from a regulatory perspective. However, they should still be used appropriately.
Our Personality Terms Guidance Our Archetype Natural, All Natural, Natural Our Audience Goodness, Naturally Good Product does not contain added color, artificial flavors, or synthetic substances. for You Our Style • Photography Nutritious, Nutrient-Dense, Applies to foods that contain vitamins, minerals, and other nutrients (including vegetables, • Logo Nutritionally Dense fruits, whole grains, etc). • Colors
• Typography Superfood Refers to nutrient-dense foods that are considered beneficial for health. • Voice Refers to foods in their most pure form with minimal processing (including fruits, vegetables, Our Messaging Whole, Wholesome dairy, whole grains, etc). • Nutrition & Health • Varietal Specific Packed with, Bursting with, • Trademarks & Legal Chock Full of, Power-Packed, Implies that the food, product or recipe contains an excellent source of the specified nutrient. Premier Source of Contact & FAQ
Packed with Plenty of Nutrients, Deliciously Packed with Food should be a good source of two or more nutrients. Nutrients
52 SUNKIST BRAND Varietal-specific GUIDELINES
Our Story INFORMATION
Our Purpose For all things grammar, we refer to the Associated Press (AP) style guide, along with the following guidelines:
Our Personality When varietal names include formal nouns, they should be uppercased When they include generic fruit names, they’re lowercased Our Archetype For example: Our Audience • Sunkist Cara Cara Navel oranges Our Style • Sunkist lemons • Photography • Sunkist Meyer lemons • Logo Some varietal names require extra special treatment: • Colors • When referring to Gold Nuggets in printed/published materials, the Sunkist legal team requires that we include “variety” after Gold Nugget. • Typography Additionally, please note that Sunkist has trademarked the term, “Nature’s Treasure®” as an additional descriptor for Gold Nugget variety mandarins. • Voice – For example: Sunkist considers Gold Nugget variety mandarins to be Nature’s Treasure® because of their exceptionally sweet taste and bright, bumpy rind. Our Messaging Sunkist Smiles® mandarins should be used to reference any type of mandarin (Satsuma, clementine or Murcott) that is packed with the Sunkist • Nutrition & Health • Smiles® branding. • Varietal Specific – For example: Sunkist Smiles® mandarins are in season. (As opposed to Sunkist Smiles® Satsuma mandarins are in season.) • Trademarks & Legal • Sunkist has trademarked the term, “The Power Orange®,” as an additional descriptor for Cara Cara Navel oranges. Contact & FAQ – For example: Sunkist has branded Cara Cara Navel oranges as The Power Orange® because it packs such a powerful punch.
• Sunkist has branded pink variegated lemons as the “Zebra” lemon and the variety should be reference in printed/published materials as Zebra® (pink variegated) lemon. Sunkist own the registered trademark within the US and it should be applied on all materials published within that market.
53 SUNKIST BRAND Trademarks and GUIDELINES
Our Story LEGAL
Our Purpose Time to bring things full-circle. Looking at you, copyrights and trademarks.
Our Personality Sunkist’s trademarks include:
Our Archetype • Sunkist® • Sunkist Delite™ Our Audience • S’alternative® Our Style • The Power Orange® • Photography • Nature’s Treasure® • Logo • Lil Snappers® • Colors • Zebra® • Typography • Voice The registered trademark symbol is always subscript, not superscript.
Our Messaging The trademark is only used on the first instance in each section of copy (title, subhead, body); no further inclusions are to be added in each copy section. • Nutrition & Health The registered trademark is only used when referring to the fruit and not the organization. • Varietal Specific For example: • Trademarks & Legal • Sunkist® citrus makes you 62% better at high fiving. Contact & FAQ • Sunkist® Navels tastes really good according to my friend, Steve. • Sunkist knows what’s up. • Sunkist is my fave.
54 SUNKIST BRAND Trademarks and GUIDELINES
Our Story LEGAL
Our Purpose We avoid using trademark symbols online when possible (e.g. in display ads). But we include them in our website materials.
Our Personality Lil Snappers is a registered trademark of Stemilt Growers, LLC, used under license. Trademarks should always be accompanied by a legal footer. Our Archetype For example: Our Audience • Sunkist and Zebra are trademarks of Sunkist Growers Inc, USA. © 2018 Our Style • It’s nice to know someone reads the small words at the bottom of the page for Sunkist Growers Inc, USA. © 2018 • Photography • Logo We include the following legal footer in all video and print materials. For video, this appears on the end frame with the Sunkist logo. For print, it appears on the bottom of the page, aligned with logo. • Colors • Sunkist is a registered trademark of Sunkist Growers Inc, USA. © 2018 • Typography • Voice
Our Messaging • Nutrition & Health • Varietal Specific • Trademarks & Legal
Contact & FAQ
55 SUNKIST BRAND GUIDELINES
Contact and
FAQ 56 SUNKIST BRAND GUIDELINES CONTACT
Our Story
Our Purpose You’ve got questions, we’ve got answers.
Our Personality Don’t see what you’re looking for, or need to clarify anything? Contact Sunkist or our global creative agency, Edelman SoCal.
Our Archetype Sunkist Our Audience Joan Wickham Brandon Black
Our Style Director of Communications Marketing and Communications Specialist • Photography [email protected] [email protected] • Logo 661.290.8900 • Colors • Typography • Voice Edelman SoCal
Our Messaging Meagan Timms, VP, Digital Chris Swanson, Associate Creative Director • Nutrition & Health Sunkist Global Account Lead Sunkist Global Creative Lead • Varietal Specific [email protected] [email protected] • Trademarks & Legal 323.761.6519 323.202.1032 Contact & FAQ
57 SUNKIST BRAND GUIDELINES FAQ
Our Story What is the relationship between the Sunkist growers cooperative and Sunkist licensed products? Our Purpose Sunkist Growers represents the fresh fruit side of the business, while individual manufacturers handle the marketing and sales of products like Sunkist soda, trail mix, juice and candies. For a full list of Sunkist licensees, visit sunkist.com/licensed-products. Our Personality
Our Archetype What does it mean to be a non-profit cooperative of citrus growers?
Our Audience Mostly that we’re here to help growers. We’re owned and operated by thousands of California and Arizona citrus growers, along with over 30 citrus packinghouses. Our goal: enable them to effectively and efficiently harvest and ship fruit worldwide. Our Style By working together, that’s exactly what we accomplish. • Photography How do growers join the Sunkist cooperative? • Logo • Colors Short answer: visit growers.sunkist.com. Long answer: individual growers can join a local organization affiliated with Sunkist. These local organizations create district organizations, which then belong to a central organization. • Typography • Voice Where is Sunkist citrus grown? Our Messaging In sunny California and Arizona. Fun fact: the family farms that make up our cooperative average less than 40 acres each. • Nutrition & Health How many varieties of citrus does Sunkist grow? • Varietal Specific We grow over 40 varieties of citrus. Learn all about them here: sunkist.com/citrus. • Trademarks & Legal
Contact & FAQ When is citrus season? Generally, between December and April, but some varieties (looking at you, lemons, limes and grapefruit) are available year-round.
58 SUNKIST BRAND GUIDELINES FAQ
Our Story Does Sunkist grow GMO citrus? Our Purpose Nope. The nice thing about citrus is that none of it is GMO.
Our Personality Does Sunkist grow organic citrus? Our Archetype We can proudly say that we do. Sunkist organic growers and packinghouses are certified through the USDA’s National Organic Program to meet the organization’s national organic standards. Our variety of organic citrus only has natural pest control and Our Audience fertilizers, never chemical weed or pest killers. Our Style Where does Sunkist export its citrus? • Photography Good question. Contact us directly at Sunkist so we can tell you more about exporting. • Logo • Colors What are Sunkist growers’ values as it relates to farming practices? • Typography It all comes down to quality, consistency and a focus on the future. No piece of citrus goes uninspected. Strict regulations are • Voice followed for food safety, packaging and labeling. Many Sunkist growers even adopt sustainable farming practices, such as solar power and low-emission vehicles. Because farming doesn’t just affect them; it impacts their entire family. Many growers plan Our Messaging to pass land onto their children, just as their parents passed it onto them. When needed, growers utilize the practices of Pest • Nutrition & Health Management, incorporating biological and cultural controls as well as judicious use of chemical control. Learn more at sunkist. • Varietal Specific com/our-story. • Trademarks & Legal How does Sunkist talk about citrus usage without encouraging food waste? Contact & FAQ We believe you can put every part of citrus to good use, and we let consumers know all about it. Learn how to use everything from pulp to peel for cooking, cleaning, even DIY beauty concoctions, by going here: sunkist.com/tips/how-to-use-the-whole-fruit.
59 60