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