Enjoy, and Have It All.

An insiders guide to the defining ele-ments that make up the micro brand HALF + HALF. Come, take a read, and see how dairy company Hood was able to expand its demographic by provid-ing its customers with a little bit more.

HALF + HALF does not just sell dairy, we sell flavor. We provide our customers with the best combinations of cheeses, choco-lates, and butters in order to enhance your food eating pleasure. Hood dairy is proud to present a line of dairy products that is dedi-cated to the mixing and matching of compli-mentary tastes as a way of bringing variety to your table.

OUR MISSION

BRAND BOOK 03

2

What makes HALF + HALF so unique is that our company is dedicated to giving our consum-ers variety. Half + Half has designed its prod-ucts around the notion of more. We provide our costumers with dual choices of complementary flavors so as to eliminate the choir of the user having to decide; ensuring that Half + Half has provided the best possible combinations. We strongly believe that in order for flavor to truly be appreciated it must be enhanced with its bet-ter half. We offer over 100+ different flavors of chocolates, cheese, and butters, that are sure to make your experience unforgettable.

.

WHY SHOULDYOU CARE?

HALF HALF 06

BRAND BOOK 07

The logo HALF + HALF takes on a very modern appearance when compared to its compeditors. Because Hood Dairy feels that this specific line of dairy products is unlike any of it compeditors, the company felt it should take on a similar bold state-ment. Our logo can be used for both print and web use. There are two logo varia-tions. The guidelines of the logo should be respected during all use.

THE LOGO

The first variation is used strictly for product and packaging adver-tisement. These versions can be seen on the front of all our prod-ucts as a way of drawing attention. This logo comes in three of our brand’s signature colors – blue, green, and orange.

01. CHOCOLATEVersion one is used to advertise only for chocolate products

02. BUTTERVersion two is used to advertise only for butter products

03. CHEESEVersion three is used to advertise only for cheese products

The second version is used strictly in association with; mean-ing, if the brand was to be adver-tised outside of the product’s main display case. A good example of this logo type can be seen on the back of all out products in small.

This version comes can be seen in either black or white type and can only be used on a white or black background

04.

03.

02.

01.

HALF HALF 10

HALF + HALF has multiple very destinct marks that coincide with the logo. These marks were created to better identify the brand as a whole. These identifiers can be used outside of the logo as a way of better familiarizing the consumer with the packaging and product produced. As these elements work together, the brand can become more recognizable as HALF + HALF with out having to rely on the name itself in order to take notice.

THE MARK

1. THE LOGOThis mark derived from the logo itself. It is a simplified interpretation of how the logo could be used. This mark is used in two different ways through out the brand.

A. One way the mark can be scene is on the top of each package design. It is scene against a orange, green, or blue back ground, depending on what spe-cific product is being advertised.

B. The second way the mark can be scene is in a pattern designed the line the inside packaging of all the products.This pattern is always displayed with black text on a white background

*As scene on the left hand side

2. THE SYMBOLThere are three different symbols that are used repetedly throughout the brand as identifiers that are intended to associated easily to the brand by the consumer.

A. THE PLUS SIGNThis symbol is used to reinforce the brand’s concept on having multiples.The “and” in HALF + HALF

B. THE SPLTThis refers to the split in colors used on the front of ever package design. Like the plus symbol, the split reinforces the idea of half. This mark can also be viewed in its triangular form.

BRAND BOOK 11

GEOGROTESQUE The Geogrotesque Semi Bold is used as our main header font. It can be scene any where from the bold numerals used to break up the complimentary flavors to the labels used on the individual wrappers.

Its rounded edges give this bold san serif font a playful feel that is deemed appropriate for the overall aesthetic that has been created.

OUR TYPEFACE

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv(!@#$%^&*) 0123456789

HALF HALF 12

HELVETICA NEUEThe Helvetic Neue Bold is used as our subheader font. It can be scene as the font used for the flavors of the product listed on each package.

Helvetica Neue Roman is a nice, simple font, good for anything from headlines to text. Use Helvetica Neue Roman wherever possible.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuv(!@#$%^&*) 0123456789

BRAND BOOK 13

HALF + HALF has a very minimal color palette. It consists of mainly black and white followed by one of three accent colors– blue, orange, or green. These three colors are what helps our costumers differentiate between products easily. Our colors are what gives us our personality. We’re bright, bold, colorful, and confident.

Our company is designed to attract the attention of a younger demographic, specif-ically consumers in their early and mid-twenties. Because of our bold graphics and minimalist appearance, we feel that this modern approach would easily catch the eye of a more non-traditional consumer. Half + Half’s use of a vibrant color palette is sure to draw attention and set it aside from its competitors.

OUR COLORS

HALF + HALF BLACKCMYK 75 / 68 / 67 / 90RGB 0 / 0 / 0HEX #000000

HALF + HALF BLUECMYK 63 / 22 / 0 / 0RGB 63 / 169 / 96HEX #3FA9F5

HALF + HALF ORANGECMYK 0 / 51 / 96 / 0RGB 255 / 147 / 100HEX #FF931E

HALF + HALF GREENCMYK 55 / 0 / 97 / 0RGB 122 / 201 / 78HEX #7AC943

HALF + HALF distributes its products through out a number of nation wide health food chains. Their delivery system takes on a very sleek appearance mirroring that of the product’s. This eighteen-wheeler is solid black with accidents of blue, orange, or green. The vehicle features the actual logo on the back while iconic marks can be viewed on either side. Hood Dairy uses this vehicle as a major promoter, trying to reinforce the goal of creating a product that becomes so iconic that it becomes recognizable beyond the brand itself.

OUR VEHICLE

THE

PROD

UCT

HALF HALF 18

HALF + HALF has created a line of comple-mentary dairy products that is sure to create the perfect melding of flavors. We have creat-ed a variety of 100+ combinations of cheeses, butters, and chocolates that are perfect for the any and everyday occassions.

WHAT WE MAKE

MIX

ED C

HEE

SE

HALF HALF 28

HALF + HALF produces a series of deli-cious cheeses that make for the perfect snack or party appetizer. If you are a cheese head you will love what HALF + HALF has in store for you. We provide 10 top choice cheeses paired off with to make the best complimen-tary flavors possible.

01. Gruyere02. Gouda03. Monterey Jack04. Chedar05. Colby06. Havarti07. Gorgonzola08. Brie09. Limburger10. Swiss

With some herb crackers and wine, you are ready to have an evening made perfect with your friends.

SHARPMILD

MIX

ED B

UTT

ER

HALF HALF 34

HALF + HALF produces a series of unique unsweetend and sweetened butters that are sure to turn heads and bring home smiles. In each butter pack, HALF + HALF includes 2 sticks (8 tbsp ea.) of unsweetend butter and 2 sticks (8 tbsp ea.) of one tpye of flavored butter. The unsweetened butter is perfect for baking homemade breads while the sweet-ened butter make for a delicious spread. Your choices of sweetened butters include one of our 10 choices of flavors–

01. Wild Berry02. Strawberry03. Apple Butter04. Garlic05. Curry06. Herb07. LemonTarragon08. Parmesan09. Citrus10. Honey

These flavors are fun and yummy and are guaranteed to bring you back wanting more.

UNSWEETENEDSWEETENED

MIX

ED C

HOC

OLAT

E

HALF HALF 35

HALF + HALF produces of delicious choco-lates that will cute any craving. Our company has produced ten different kinds of sweet and bitter chocolates that go great together for any occassion. Whether it is because you have your standard sweet tooth or are inter-ested in preparing the perfect dessert, HALF + HALF has what you need.

01. Milk02. White03. Dark04. Coconut05. Orange06. Honeycomb07. Coffee08. Caramel09. Toffee10. Berry

BITTERSWEET

HELP HALF + HALF PROMOTEHEALTHY EATING BY CHECKING OUT OUR NEW PRODUCT FIRST

HALF HALF 54

In celebration of Hood’s new line of dairy products , we would like to invite you to come and participate in our health awareness campaign titled All or Nothing. In association with America’s Second Harvest, Hood is promoting healthy living by helping to feed America’s hungry by bring nutrition to those in need. For over 160 years Hood Dairy has been a large supporter of good health. With a donation of $15 or more, local Whole Foods stores welcomes customers to come and sample Hood’s new product first hand. Fill out a Half + Half promotional card to tell us what flavors you want to see paired up. All surveys are to be mailed back in order to receive a limited edition grab bag filled with the best possible combinations made by you. All proceeds go toward America’s Second Harvest in hopes to bring healthy eating to America’s table. Participantion may very.

TRY US OUT!

HALF HALF 57

That is HALF + HALF, we hope that this has given you some idea of what we aim for with our brand communication.

BRAND BOOK 58

HALF HALF 59