DG_Harvest_Guidelines_2012 FNL

Section Title

©2012 Dollar General Corporation. Do not distribute or reproduce without permission. All packages are for concept and for position only and should not be used for print.

Brand & Packaging 2012 Guidelines12/08/11

Table of Contents

2©2012 Dollar General Corporation. Do not distribute or reproduce without permission. All packages are for concept and for position only and should not be used for print.

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Trade Dress . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Design Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Logo Size Options . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Logo Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Hangtag A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Hangtag B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11-12

Box with Window . . . . . . . . . . . . . . . . . . . . . . . . . . . 13-14

Box with Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . 15-16

Round Label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Header Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Header Card with Poly Bag . . . . . . . . . . . . . . . . . . . 19

Blister Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

PDQs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Merchandising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Contact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23


Introduction

IntroductionPerfect Harvest is one of Dollar General’s seasonal brands. Under the seasonal line is any product that is directly related to and offered only during a specific season or holiday. The brand guidelines in this document define the design intent for the packaging trade dress. The guide provides specifications of each design element and its application to ensure a consistent and successful presentation of the Perfect Harvest brand at retail. Due to the wide range of sizes and shapes of retail packaging, it is imperative that these guidelines be adapted to each package to maintain the distinctive presence of Perfect Harvest at point of sale.

Purpose of this Guide- To promote and maintain a unified brand system

from category lines to individual products

- To provide a troubleshooting platform during packaging execution

- To preserve current and updated information about the Perfect Harvest brand

Seasonal Product Line PositioningDollar General’s seasonal product line offers shoppers a mix of decorations and accessories that are functional, fun, and appropriate to the occasion.Dollar General’s products are less expensive but comparable in quality to those found in big box, specialty and home stores.

Brand AttributesFriendlySpontaneousExcitingEye CatchingVibrant


Trade Dress

The visual and messaging components of the seasonal packaging should be anchored in the respective season’s traditional colors. Beyond that, there’s a great deal of room for interpretation and creative expression.

Look and feel can be a powerful tool to add a sense of intrigue and interest to these items.

When possible, care should be taken to differentiate Dollar General’s seasonal products from that of competitors. This could be achieved by juxtaposing more abstract visual elements with the traditional colors people are used to, and that’s a valuable thing. However, more traditional visual elements would be OK—just not as memorable.

CUT CASE

HARVEST

HARVEST

Perfect Harvest

Perfect Harvest

HARVESTPerfect Harvest


PRODUCT LABEL (front & back)

IN STORE MERCHANDISER

Product Name

Product Name Product Name Product Name


Perfect Harvest Design Elements

LOGO

DESIGN ELEMENT

Pantone145 C

Pantone 4625 C

Pantone124 C

DESIGN ELEMENT

COLORS


There are four size options for the Perfect Harvest logo used on the packaging. Follow the guidelines and choose the logo that is closest in width to the suggested size.

Small Logo (S)The small Perfect Harvest logo is1.75” in width.

Medium Logo (M)The medium Perfect Harvest logo is 2.5” in width.

Large Logo (L)The large Perfect Harvest logo is 3.5” in width.

Extra Large Logo (XL)The extra large Perfect Harvest logo is 5.5” in width.

Logo Size Options1.75”

Small

Medium

Large

X-Large

2.5”

3.5”

5.5”


Logo PlacementThe Perfect Harvst logo is placed so that it is visually centered in the Pantone 145 (orange) space at the top of the package or label design, as shown. Instruction on the exact placement of the logo can be found on the following pages.

Clear Space Around the LogoNEVER violate or obstruct the clear area around the logo. As a general rule maintain logo clear space equal to the CAP-height of “Perfect” above and below the logo and at least half the width of the “H” in “Harvest” on either side of the logo, as shown. It is essential that the Perfect Harvest brand remains free of all graphics, photos and type.


Logo Clear Space

LOGO CLEAR SPACE

HHPerfect

Perfect

Product Label



Perfect Harvest Color Palette

Logo: Pantone 4625 C

Background:Pantone 145 C

Leaves: Pantone 124 C

Pantone145 C

Pantone 4625 C

Pantone124 C


Typography

Font StandardsType can be a powerful brand tool when used carefully and consistently. The following font types are the current and approved standardsto be used to reinforce the packaging trade dress. No substitutions can be made.

Gotham Font FamilyTo help establish a consistent and credible brand style, a single font family has been chosen for most applications—Gotham. It has been chosen because it is contemporary, simple and readable.

Gotham has been designed for ease of reading at great distances. It is a practical choice for small sizes as well. The bold and unambiguous capitals are easily differentiated, and the font’s generous x-height allows it to be used in smaller sizes.



HHFPO

FPO

HH

Hang Tag Layout: Product Information on Back

Secondary Copy: Font : Gotham Book

Case: Title Case Color: Black

“Perfect Harvest” should be baseline centered on the tag from top to bottom and Centered from left to right.

Size/Quantity: Font : Gotham Narrow BoldColor: Pantone 4625

Distribution Copy: Copy is centeredFont : Gotham Narrow BookCase: ALL CAPSColor: Black

Copy: All copy is centered on package

Clear Space: On smaller package faces, leave a clear space equal to half the width of the “H” in “Harvest”, as shown.

Pantone145 C

Pantone 4625 C

Pantone124 C


Hang Tag Layout: Product Information on Front Layout


HHFPO

FPO

HH

Product Name Size Relationship:The product name is equal in height to “Perfect” in the logo lock-up

Tag Proportions:The lower half of the tag is dedicated

to the product information.

Product Name:The product name begins Two CAP-heights below the Harest

in the Logo, as shown.

Clear Space: On smaller package faces, leave a clear space equal to half the width of the “H” in “Harvest”, as shown.

“Perfect Harvest” should be baseline centered on the tag from top to bottom and centered from left to right. When more space is needed for product information, “Perfect Harvest” should be baseline centered (as shown), or be placed as high up as .25 inch from the hang hole.

Pantone145 C

Pantone 4625 C

Pantone124 C

Logo Placement:When less than half of a leaf is visible, after placing the logo, then that leaf should be removed from the logo lock-up.



Hang Tag Layout: Product Information on Front

Secondary Copy: Font : Gotham BookCase: Title Case Color: Pantone 4625

Product Name:Font : Gotham BoldCase: Title CaseColor: Pantone 4625


Distribution Copy: Font : Gotham Narrow BookCase: ALL CAPSColor: Black

Disclaimer Copy: Font : Gotham BookColor: Black

Copy: All copy is centered on package

Pantone145 C

Pantone 4625 C

Pantone124 C


H HScented LED

3 in Dia. x 6 in H. (7.62 cm x 15.2 cm)

Pumpkin

Scented LEDPillar Light

Scented LEDScented LED

Box with Window


Product Name:The product name maintains a minimum of two CAP-height of clear space from the top of the PDP, as shown. Product name should be cntered left to right and can be stacked.Font : Gotham BoldCase: Title CaseColor: Pantone 4625


Perfect Harvest Placement: “Perfect Harvest” should be centered on the box from top to bottom starting below the window and located on the left in the 1/4 of the package face.


Seasonal Elements:The seasonal elements are right justified and scale from small to large to communicate movement. The leaves travel in a line but do not go past 1/4 of the package. Where space allows, 3 leaves should be used.

Perfect Harvest Size and Clear Space: The “Perfect Harvest” logo fits 1/4 the size of the package face leaving a clear space equal to half the width of the “H” in “Harvest”, as shown.

Pantone145 C

Pantone 4625 C

Pantone124 C

1/4 1/4


Large Box with Window Layout

This is not a toy. For indoor decoration use only.

CautionDo not mix old and new batteries. Do not mix

alkaline, standard (carbon-zinc), or recharchable (nickel-cadmium) batteries. Replace only with AAA type batteries. Always purchase the correct size and grade of battery most suitable for the intended use. Remove used batteries promptly. Remove batteries

from equipment which is not to be used for an extended period of time. Replace all batteries of a set at the same time. Clean the battery contacts and also

those of the device prior to battery installation. Ensure the batteries are installed correctly with

regard to polarity (+ and -). Battery contains Mercury. Do not put in trash. Recycle or manage as hazardous

waste.

Instruction for useTake away the extension cord before use. Use 3 “AAA” batteries (not included). Switch on the on/off button

on the bottom of product

Scratch& Sniff

DISTRIBUTED BY DOLGENCORP, LLC100 MISSION RIDGE GOODLETTSVILLE, TN 37072

MADE IN CHINA

Scented LED Pillar LightPumpkin

3 in Dia. x 6 in H. (7.62 cm x 15.2 cm)

This is not a toy. For indoor decoration use only.

CautionDo not mix old and new batteries. Do not mix

alkaline, standard (carbon-zinc), or recharchable (nickel-cadmium) batteries. Replace only with AAA type batteries. Always purchase the correct size and grade of battery most suitable for the intended use. Remove used batteries promptly. Remove batteries

from equipment which is not to be used for an extended period of time. Replace all batteries of a set at the same time. Clean the battery contacts and also

those of the device prior to battery installation. Ensure the batteries are installed correctly with

regard to polarity (+ and -). Battery contains Mercury. Do not put in trash. Recycle or manage as hazardous

waste.

Instruction for useTake away the extension cord before use. Use 3 “AAA” batteries (not included). Switch on the on/off button

on the bottom of product

Scratch& Sniff


MADE IN CHINA

FPO

Scented LED Pillar LightPumpkin

3 in Dia. x 6 in H. (7.62 cm x 15.2 cm)


Pumpkin


Pumpkin

HHPerfect

Perfect

Perfect

Perfect

HScented LED

Scented LEDScented LED

H

Scented LED Pillar Light

FPOBack Panel:Back panel contains no decoration, only warning text

On window boxes where space is limited, the front of box only contains the “Perfect Harvest” logo centered at top, with no decorative elements.

Seasonal Elements:The seasonal elements are left justified and scale from large to small to communicate move-ment. On an extreme Vertical swoosh, the leaves form a 90° angle but do not go past 1/3 the height of the side panel and do not extend past the vertical center, as shown. Where space allows, 3 leaves should be used. Justified left or right, as shown.

Product Name:In a limited space area the product name maintains a minimum of one CAP-height of clear space, as shown.


Logo Clear Space: On larger package faces, the “Perfect Harvest” logo fits the width of the package face leaving a clear space equal to the width of the “H” in “Har-vest”, as shown. The “Perfect Harvest” should be baseline centered on the top 1/4 of the the package face, as shown.

Seasonal Elements:On a Horizontal use, the leaves travel in a line but do not go past the center of the package. Where space allows, 3 leaves should be used.

Logo Clear Space: Where space is limited, “Perfect Harvest” fits the height of the available area leaving a clear space equal to the height of “Perfect”, as shown.

Logo Clear Space: Maintain logo clear space rules equal to the height of “Perfect” above and below and at least half the width of the “H” in “Harvest” on either side, as shown. Note that the leaves were omitted due to the limited space

1/3

1/4


0 in. x 0 in. (00 cm x 00 cm)

InflatableTurkey

Inflatable

HHInflatableInflatable

0 in. x 0 in. (00 cm x 00 cm)

InflatableTurkey

Inflatable

HHInflatableInflatable

Box with Imagery

Silhouetted Image

Full Bleed Image


Perfect Harvest Logo: On larger package faces, “Perfect Harvest” should be baseline centered on the top 1/4 of the package face. The “Perfect Harvest” logo fits the width of the package face leaving a clear space equal to the width of the “H” in “Harvest”, as shown.

Product Image:When space allows, the Product image takes up 1/2 to 1/3 of the package.

Seasonal Elements:The seasonal elements are left justified and scale from large to small to communicate movement. Where space is tight, you may eliminate one leaf, as shown.



Tall Box with Imagery Layout

Easy Set Up!

1. Spread out de�ated Turkey on level ground

3. Turn air pump on, and watch yourTurkey in�ate!

2. Insert air pump into air input nozzle beneath the Turkey’s tail.

1. Supporting Stakes 2. Portable Air Pump

Also Included in Box:

HarvestPerfect

Warning! Choking or suffocation can occur. Do not use as pillow. Contents will be under pressure when inflated. Do not play with when uninflated.

Easy Set Up!

1. Spread out de�ated Turkey on level ground

3. Turn air pump on, and watch yourTurkey in�ate!

2. Insert air pump into air input nozzle beneath the Turkey’s tail.

1. Supporting Stakes 2. Portable Air Pump

Also Included in Box:

6 foot

Inflatable Turkey


MADE IN CHINA

FPO

•Internal lights

•Self-inflates

•Air blower included

•Light-weight and weatherproof

•Easy set-up and quick deflation

•Complete instructions included

•Internal lights

•Self-inflates

•Air blower included

•Light-weight and weatherproof

•Easy set-up and quick deflation

•Complete instructions included

6 Foot Inflatable Turkey

6 ft (1.83 m)

6 Foot Inflatable Turkey6 Foot Inflatable Turkey 6 Foot Inflatable Turkey

Inflatable

HH

Instructions: Instructions included on two sides of box. Instructional panel contains no decoration.Font : Gotham BoldCase: Title CaseColor: Pantone 4625



Bullet Copy: Font : Gotham BoldColor: Pantone 4625

Product Image:When space allows, the Product image takes up 1/2 to 1/3 of the package face.

Seasonal Elements:The seasonal elements are right justified on the front panel and left justified on the back. The leaves scale from large to small to communi-cate movement. The leaves can form a 90° angle when space allows, as shown.

Seasonal Elements:Where space is tight, you may eliminate one or all leaves. You should never show only one leaf by itself.


Perfect Harvest Logo: On larger package faces, “Perfect Harvest” should be centered in the top 1/4 of the package face. The “Perfect Harvest” logo fits the width of the package face leaving a clear space equal to the width of the “H” in “Harvest”, as shown.

Product Name:The product name should center wirh the text top at 1/4 of the package face.

Perfect Harvest Logo:limited space option


Round Label

Turkey Roasting Pan

16.25 in W x 13.75 D x 3.5 in H

Non-stick rack. Holds up to 25 lbs.Dishwasher safe.

Cooks evenly with heat circulation.Tri-Ply construction with an aluminum core.

Warning: Wear oven mitts when using hot oven or stove. Will get hot during cooking.


HH HTurkey

TurkeyTurkey

FPO

Seasonal Elements:Seasonal elements are left justified and scale from large to small to communicate movement.Seasonal elements can be scaled or moved to make room for product image or copy, if needed. Where space allows, 3 leaves should be used.


Bullet Copy: Font : Gotham BoldColor: Pantone 4625


Perfect Harvest Logo: On round package faces, the “Perfect Harvest” logo fits the width of the package face leaving a clear space equal to the width of the “H” in “Harvest” along the base line of the logo which sits on the top `1/3, as shown.

Product Name Size Relationship:The product name is equal in height to “Perfect” in the logo lock-up and is 2 CAP-heights below the Harvest in the logo, as shown.

Pantone145 C

Pantone 4625 C

Pantone124 C

1/3

1/3


Header Card

Do not place or hold over faceDo not use as oven mitt or with extreme heat

Machine Wash Cold with like colors


MADE IN CHINA

FPO

3 in Dia. x 6 in H. (7.62 cm x 15.2 cm)

3 Napkins

Decorative ClothNapkin Set

Decorative

HHDecorative ClothDecorative Cloth




Warning Copy: Font : Gotham BookColor: Black


Front Panel Copy: Where the logo is off center, copy is centered and is 2 CAP-heights below the Harvest in the logo

Seasonal Elements:Seasonal elements are right justified and scale from large to small to communicate movement. On a mostly Horizontal package the leaves travel in a line but do not go past the center of the package. Where space allows, 3 leaves should be used.

Perfect Harvest Placement: “Perfect Harvest” should be centered on the tag from left to right starting to the left of the hang hole. To allow more space for product information, “Perfect Harvest” can be placed as high up as .25 inch from the top of the card.


Perfect Harvest Logo: The “Perfect Harvest” logo fits the width of the package face starting to the right of the hang hole leaving a clear space equal to half the width of the “H” in “Harvest”, as shown.

Back Panel Copy: Copy is centered

Pantone145 C

Pantone 4625 C

Pantone124 C


Header Card with Poly Bag

Fiber Content:100% Vinyl

Care Instructions:Wipe clean with a damp cloth


FPO

HarvestPerfect

Vinyl TableclothFits 8' Rectangular Table

PerfectVinyl Tablecloth

Vinyl TableclothVinyl Tablecloth

Product Name:The product name maintains 2 CAP-heights below the Harvest in the logoFont : Gotham BoldCase: Title CaseColor: Pantone 4625


Back Panel Copy: Title Font : Gotham BoldFont : Gotham BookColor: Black

Copy: Copy is centered


Seasonal Elements:The seasonal elements are right justified and scale from small to large to communicate movement. Where space is tight, you may eliminate one leaf, as shown.


Logo Clear Space: Where space is limited, divide the card in half from top to bottom. “Perfect Harvest” fits the height of the top half leaving a clear space equal to the height of “Perfect”, as shown.


Blister Cards

Care InstructionsHand wash only

DO NOT USE IN MICROWAVE

Perfect

HHParing

ParingParing


FPO


FPO

StainlessSteel Blades

ParingKnife

Corn SkewersPerfect

Set of 4

Corn SkewersCorn SkewersCorn Skewers

Product Name Placement: Product name placement will shift to make room for product.

Seasonal Elements:Seasonal elements are right justified and scale from small to large to communicate movement.Seasonal elements can be flipped to make room for product, as shown.

Product Name:The product name maintains a minimum of Two CAP-heights of clear space from the Harvest logo, as shown.Font : Gotham BoldCase: Title CaseColor: Pantone 4625


Logo Clear Space: When the product does not interfere with the logo, the “Perfect Harvest” logo fits the width of the package face leaving a clear space equal to the width of the “H” in “Harvest”, as shown.

Logo Clear Space: Where space is limited, “Perfect Harvest” fits the top 1/4 height of the card starting below the hang hole leaving a clear space equal to the height of “Perfect”, as shown.



Seasonal product’s are often placed on the shelf within the PDQ. Each design element and its application need to be taken into consideration to ensure a consistent and successful presentation of the Perfect Harvest brand at retail.

PDQs

0 in Dia. x 0 in H. (00 cm x 00 cm)

Product DescriptorProduct NameHarvest

Perfect

Prodcut Name0 in Dia. x 0 in H. (00 cm x 00 cm)

Product DescriptorProduct Name

Product NameProduct Name

Product NameProduct Descriptor

HH

Product Name

PDQ A PDQ B PDQ C

PDQ A:On very narrow PDQs, the logo and product name will be stacked. Start by placing the “Perfect Harvest” graphic along the horizontal center line of the package. Then choose the logo size that best fits the space, observing minimum clear space require-ments, and center it verically in the top half of the panel. The product name is equal to 1x the x-height of “Harvest”. It should be centered vertically in the bottom half of the panel, making sure it is at least 1/4” from the edge. It should also be centered horizontally.

PDQ D:For extra-large boxes, follow the “Hag Tag” layout instructions but add additional clear space equal to the width of the “H” in “Harvest”. Pages: 10 & 11

Please note that the product name will be equal to 1x the x-height of “Perfect” in this case.

PDQ D

PDQ B and PDQ C: Select the largest logo that will fit the height of the PDQ lip, without infringing on the required clear space as defined on page 7 and add a full “H” space at the top and bottom of the word “Harvest”. The size of the product name will be equal to 1x the x-height of “ Harvest”. The product name should be centered horizontally and vertically. The logo should then be centered on the left 1/4 vertical of the front panel and the “Perfect Harvest” should centered horizontally. Placement of the leaves is also flexible, but they should appear in the lower right corner of the panel.


At retail, each element of the seasonal environment should speak with a consistent brand voice from packaging to merchandising. Each design element and its application need to be taken into consideration to ensure a consistent and successful presentation of the Perfect Harvest brand at retail.

Merchandising

CUT CASE

HARVEST

HARVEST

Perfect Harvest

Perfect Harvest




IN STORE MERCHANDISER

Product Name

Product Name Product Name Product Name

©2012 Dollar General Corporation. Do not distribute or reproduce without permission. All packages are for concept and for position only and should not be used for print.

For design assistance and electronic files contact: Bruce Rosenstein e-mail: [email protected] Glasere-mail: [email protected]

Note: Package files are examples only. Dielines and contents are not final for production. © Copyright 2012 Dollar General Corporation. All Rights Reserved.

The Dollar General™ logo is a trademark of Dollar General Corporation. If you would like to obtain the permission of Dollar General to make use of any of the materials in these guidelines, please contact Dollar General by writing to Dollar General at:

100 Mission Ridge, Goodlettsville, TN 37072, Attn: Corporate Communications.

DG_Harvest_Guidelines_2012 FNL

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