Kellogg's breakfastware™ Apparel Style Guide

01 Apparel Brand Rules 02 Materials & Details 03 Labelling & Embroidery 04 Color Palette 05 Graphic Application 06 Graphic Directions Kellogg's breakfastware™ 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 their breakfast - what to eat, how to eat it and where to eat it.

1/24 Kellogg's breakfastware™ Breakfast Lifestyle

Kellogg's breakfastware™ understands consumers 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 day to Start Good.Feel Good.

AtHome AtTheOffice OnTheGo

33% of people eat 33% of people eat 33% of people eat breakfast at home. breakfast at the office. breakfast on the go.

2/24 Kellogg's breakfastware™ Brand Rules

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

Breakfast Related Focus on Health Innovate for Keep It Authentic Fusion of Products MUST be directly Products MUST talk to Convenience Products MUST be Retro + Modern related to breakfast health. Where possible Products MUST incorporate authentic in pure Products must maintain and breakfast lifestyle. this should be integrated some level of innovation functionality. Simplicity a retro-modern fusion in into product design, and newness in their and convenience are key. look+feel and styling. functionality, packaging design and functionality for Functionality is king. Materials, form, color, and marketing. modern day convenience. mood and function to be informed by this.

3/24 Kellogg's breakfastware™ 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 starting your day at your pace, in your way. Retro inspired classic shapes embrace old fashioned simplicity and are 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.

4/24 Brand Extension

Materials

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

A mix of retro and contemporary materials that inspire touch and evoke a Start Good.Feel Good mood.

POINTELLE KNIT KNIT

5/24 Details

WOVEN STRIPE OVERSTITCHED PATCH LABEL DETAIL OVERSTITCHED PATCH

An eclectic combination of patterns and plains, archive graphics and vintage stripes. Retro details and finishes for a Feel Good start to the morning.

OVERSTITCHED PATCH REVERSE ZIG-ZAG OVERSTITCH

6/24 Labels

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

7/24 Embroidery

breakfastwear ™ breakfastwear ™

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

8/24 Color

BRIGHT RED PALE CREAM WHITE LIGHT GREY MARLE PANTONE 199C C0 M100 Y62 K0 MATERIAL C2 M3 Y8 K0 C0 M0 Y0 K0 C0 M0 Y0 K15

9/24 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.

01 02 This graphic direction combines an This graphic direction showcases the iconic Kellogg's morning rooster beauty of Kellogg's Archive, its images with Good Morning phrases from the and language. The Archive image conveys Kellogg's Archive. a fun and nostalgic start to the day and is supported by a retro stripe pattern and phrases from the Kellogg’s Archive.

10/24 Graphic Direction 01 Morning Rooster Key details and SKU Application

Scoop Neck Tee Ringer Tee Ribbed Singlet Ribbed Henley Night Drawstring Boxer Ribbed Short Drawstring Lounge Pant Long John

Label detail Overstitched rooster patch detail Overstitched rooster patch detail

11/24 12/24 Cotton jersey ringer tee Cotton jersey scoop neck tee 5x1 Ribbed singlet Graphic: Printed or embroidered Graphic: Printed Graphic: Printed Fabric Option: Pointelle Knit

Graphic detail Label detail Zig-zag stitch detail

13/2413/24 Woven cotton drawstring boxer Graphic: Printed

5x1 Ribbed short Graphic: Embroidery Fabric Option: Pointelle Knit

Woven cotton drawstring lounge pant 5x1 Ribbed long john Graphic: Printed Graphic: Printed or embroidered Fabric Option: Pointelle Knit Drawstring detail Patch detail Embroidery detail

14/24 5x1 Ribbed Henley Cotton jersey night dress Cotton jersey night dress Graphic: Printed or embroidered Graphic: Printed or embroidered Graphic: Printed or embroidered Fabric Option: Pointelle Knit

Patch detail Placket detail Graphic detail

15/24 Graphic Direction 02 Kellogg’s Archive Key details and SKU Application

Scoop Neck Tee Ringer Tee Ribbed Singlet Ribbed Henley Night Dress Drawstring Boxer Ribbed Short Drawstring Lounge Pant Long John

Label detail Overstitched archive patch detail Printed archive on stripe

16/24 17/24 Cotton jersey ringer tee Cotton jersey scoop neck tee 5x1 Ribbed singlet Graphic: Printed or embroidered Graphic: Printed Graphic: Printed Fabric Option: Pointelle Knit

Graphic detail Label detail Zig-zag stitch detail

18/24 Woven cotton drawstring boxer Graphic: Printed

5x1 Ribbed short Fabric Option: Pointelle Knit

Woven cotton drawstring lounge pant 5x1 Ribbed long john Graphic: Printed Graphic: Printed Fabric Option: Pointelle Knit Drawstring detail Patch detail Stripe detail

19/24 5x1 Ribbed Henley Cotton jersey night dress Cotton jersey night dress Graphic: Printed Graphic: Printed Graphic: Printed or embroidered Fabric Option: Pointelle Knit

Patch detail Graphic detail Graphic detail

20/24 Graphic Direction 03 Knit Accessories

21/24 Graphic Direction 03 Knit Accessories Key details and SKU Application

Beanies Slippers Legwarmers Armwarmers knit wraps Chunky knit wraps Socks

Mesh knit wrap detail Arm detail Material detail

22/24 Wool knit stripe socks

Wool knit beanie Wool knit slipper Wool knit legwarmers/armwarmers Graphic: Printed label Graphic: Printed label

Argyle detail Patch detail Stripe detail

23/24