Herbalife Branding 2009 - 2012 by ron romero

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H e r b a l i f e Branding

2009 - 2012

H e r b a l i f e Branding

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Overview

Brand Position

If a brand experience treats the customer as an audience, then that experience is part of “media.” However, if a brand enables customers to experience things on their own, then that experience is part of “means.”

First Era: Brand as Mark The first era of brands, beginning several centuries ago, when the defining mark was the brand. The mark was a unique and distinctive name and/or symbol originally burned into wooden barrels or boxes, identifying the maker and/or purveyor. Marks live on as trademarks, logos, labels, packaging, and certain visual and symbolic product properties, including design.

Second Era: Brand as Media Powered by mass media (newspapers, radio and TV), this was the era of brands as messages and communications about the product, reflecting the belief that such communications often deliver more brand value than the product itself. Media-based brands ran circles around marks that could not create new layers of meaning (and emotion) beyond their symbols and signs. What counted in this era was the “brand idea” and its attributes communicated to the passive “consumer.” As mass media now begins to fall apart, hugely talented ad agencies strive to resolve inner contradictions to keep the old model afloat.

Third Era: Brand as Means In the emerging “means” era of brands, brands become personal applications that enable customers to do more and to be more. They’re product potential X customer potential. Brands will run wild with digital innovation. Through digital technology they’ll be smaller, faster, more powerful, more portable and more personal, a combination of second skin and sixth sense. There are glimmers of this era in Apple’s iPod and iPhone, in the build-out of Google’s online applications, and in the Web itself. In the era of brands as means, customers are no longer a passive audience. They’re part of the brand team, as innovators and collaborators.

borrowed from some smart writer on the inner-net

H e r b a l i f e Branding

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Applications

H e r b a l i f e Branding

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Work Flow Process

Strategic Planning

Project Que

Production

Classification

Priority

Concepting

Marketing Strategy

1 Executive Rush

Creative Analysis

Design Implementation

Managementâ&#x20AC;&#x2122;s Goals Design Resources

Ongoing supplements

Corrections

2 Rush, Date Sensitive

3 Rush, Priority Request

Identify Stakeholders

Identify Production Requirements

Project Manager

Design Manager Marketing Materials

TBD

VP Marketing

TBD

4 Priority

Presentation Requirements

Designer

Production/Printing Requirements

Sr Designer

Design Direction

Designer

Identify Resources Needed

Assign Dept Approval Chain

5 Standard Date Sensititve

6 Standard

Design Documentation

Schedule

Executive Request

Presentation

Management Team

Sr Designer

H e r b a l i f e Branding

Themes

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Projects Distribution Process

Themes

Usable Files

File Distribution

Viewable Files by Job Number

Reigons

Actual File Users

Distributors

In house Design

3rd Party Vendors

Distributors

Events

In house Design North America 3rd Party Vendors

Word

Product

PDF File

Mexico

Distributors

MYHL In house Design Design Solutions Education

3rd Party Vendors South America

JPEG File Worldwide Marketing

BRANDWORKS Sports

Image Library EMEA Distributors

Source File/Folder

FTP Corporate

Design Guidelines

In house Design Asia Pacific 3rd Party Vendors

Distributors

Social Responsability

HARD DRIVE

Russia In house Design

3rd Party Vendors

Distributors

In house Design

3rd Party Vendors

H e r b a l i f e Branding

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Projects Responsibility Process

Divisions

Strategic Planning

Core Responsibilities

Core Deliverables

Division Support

WW Marketing

Marketing Strategy Plan

Writing/Editorial

Distributor Education

WW Events

Planning / Strategy

Event Themes

Event Production Documentation

WW Creative

Campaign Strategy

Design Implementation

Region Support

WW Video

Scripts/Production Strategy

Video Production

Video Distribution

Managementâ&#x20AC;&#x2122;s Goals

HL Marketing

H e r b a l i f e Branding

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Brandworks Process English Versions Distributed back to Brandworks Reigons

Events

Tents Banners Posters

Brochures Flyers Inserts Photos

Reigons Labels

Labels North America

Packaging

Education

Video

Brochures Flyers Videos Powerpoints

Mexico

Brochures Flyers Videos Powerpoints

Training Commercial Event

South America

Training Commercial Event

Uploaded for Distribution

Worldwide Marketing

Distributed to Reigons BRANDWORKS

Facilities

Interactive

Architecture Floor Plans Schematics Display graphics

English & Spanish EMEA

Websites Banner Ads E-Blasts Applications

Asia Pacific

Architecture Floor Plans Schematics Display graphics

Websites Banner Ads E-Blasts Applications

Sponsorships

Apparel Promotional Items

Herbalife Family Foundation

Annual Reports Brochures Promotional Items

Stationery Badges Regulatory Signage

Corporate Materials

Russia

Apparel Promotional Items

Foreign Language Versions Distributed back to Brandworks

H e r b a l i f e Branding

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Brandworks Configurations

BrandWorks Analysis Level 1

Level 2

Level 3

Flyers

Miscellaneous

Level 4

Level 5

Level 6

Level 7

Kickoff Postcards

Promotional Items

North America Regional Management Regional Materials

Herbalife Products

CA – Canada

Product Shots

JM – Jamaica

Labels & Packaging

Product Shots

Single Product Shots

Core & Weight Management +

Energy & Fitness +

Targeted Nutrition +

US – United States

Product Shots

Groups

Core & Weight Management

Energy & Fitness +

Mixed Groups

Outer Nutrition – Personal Care

Targeted Nutrition

Products In Play

Core & Weight Management +

Energy & Fitness

Personal Care – Outer Nutrition +

Targeted Nutrition +

Single Product Shots

Core & Weight Management +

Energy & Fitness +

Outer Nutrition – Personal Care +

Targeted Nutrition +

CA – Canada

Apparel

Brochures, Catalogs & Journals

Products

Other

H e r b a l i f e Branding

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Brandworks Configurations

BrandWorks Analysis Level 1

Level 2

Level 3

Level 4

Level 5

Southeast Asia

AS – Australia

Brochures, Catalogs & Journals

Collateral

NZ – New Zealand

SN – Singapore

China

China for FCB Bear

Herbalife Products

EMEA

Regional Materials Ads Apparel

Brochures, Catalogs & Journals

Collateral

Environmental Graphics

Event Materials

Flyers

Logos

Posters

Product Fact Sheet

Herbalife Products

AU – Austria

BC – Botswana

CY – Cyprus

CZ – Czech

DA – Denmark

EI – Ireland

ES – Estonia

FI – Finland

FR – France

GE – Germany GR – Greece

HR – Croatia

HU – Hungary

IC – Iceland IL – Israel IT – Italy

LG – Latvia

LH – Lithuania

LT – Lesotho

NL – Netherlands NO – Norway

PL – Poland

PO – Portugal

Posters

TH – Thailand

Collateral

Brochures, Catalogs & Journals

Level 6

Level 7

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Creative Phases

WWMStrategic

Creative process Phase 1 Creative Campaign Development 1. Creative Concept a. Research and Analysis b. Competitorâ&#x20AC;&#x2122;s Analysis c. Creative Positioning Document 2. Design Strategy a. Work Flow Overview c. Creative Strategy 3. Project Scope Definition a. Technical Overview b. Project Schedule Overview c. Staffing and Budget Analysis

Phase 2 Design Development 1. Image Vocabulary a. Photo / Illustration Design b. Color Palettes c. Typography Design d. Talent Search

Phase 3 Design Implementation 1. Creative Production a. Create Banner Ads b. Program All Banners 2. Video Spots a. Edit Final Spots b. Overlay Motion Graphics

2. Video Spots Production a. Script Development b. Motion Graphics Test c. Talent Search

3. Print ads a. Finalize all Print Advertising 4. Optional Interactive Products a. Email Blast, Micro Sites, Ad Games

Phase 4 Testing and Documentation 1. Test Interactive Programming a. Ad Banners b. Optional products c. Email Blasts d. Games 2. Design Documentation a. Create Interactive Style Guide b. All Design Specs c. All programing Specs d. Sample Ads

H e r b a l i f e Branding

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Creative Decisison Tree

1 Commitment Is Herbalife comitted to this project? Is there a marketing strategy in place to support it?

2 Target Who is the target audience for this project?

4 Response

3 Message What is the primary message of this project?

What is the intended response of your project?

Brand Awareness

Attract Consumers

Company Announcement

Promote Awareness

Consumer

Consumer / Distributor

Yes

Company Information

Promote Confidence

Company Education

Educate Consumers

Product Announcement

Promote Awareness

Product Information

Inform Distributor

Product Education

Educate Distributor

Event Announcement

Promote Attendance

Sponsorship Announcement

Attract Consumers

Employees Announcement

Promote Awareness

Distributor

Employees

Employees Information

Employees Education

Other

Inform Employees

Educate Employees

5 Personality What is the creative personality this project needs to project?

6 Brand Visualization Start your creative process using the solution listed below

Inspirational

1. Core Brand / Visual

Informational

2. Core Brand /Visual / Text

Inspirational

1. Core Brand / Visual

Informational

2. Core Brand /Visual / Text

Inspirational

2. Core Brand /Visual / Text

Informational

3. Core Brand / Text

Inspirational

2. Core Brand /Visual / Text

Informational

3. Core Brand / Text

Inspirational

1. Core Brand / Visual

Informational

7. Product-Specific Brand / Visual / Text

Inspirational

6. Product-Specific Brand / Visual

Informational

8. Product-Specific Brand / Text

Inspirational

9. Distributor Education Brand

Informational

9. Distributor Education Brand

Inspirational

1. Core Brand / Visual

Informational

2. Core Brand /Visual / Text

Inspirational

4. Sports Brand / Visual

Informational

5. Sports Brand / Visual / Text

Inspirational

2. Core Brand /Visual / Text

Informational

10. Internal Company Brand

Inspirational

2. Core Brand /Visual / Text

Informational

10. Internal Company Brand

Inspirational

2. Core Brand /Visual / Text

Informational

10. Internal Company Brand 11. Company Signature Only

12. No Herbalife Branding

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Brand Relationships

100

E BRAND

HERBALIFE CORE BRAND

ACTIVE BRAND

Green pms368

---

White

Black

Gray pms 429

Orange pms 1375

100

Black

---

White

Green pms368

Gray pms429

Orange pms1375

/I NT ER NA L

TIV

HERBALIFE CORE BRAND

V TI A N ER T AL

H e r b a l i f e Branding

HFF

100

ALTERNATIVE / INTERNAL BRAND

Gray pms429

---

White

Green pms368

Black

Orange pms1375

H e r b a l i f e Branding

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Creative Brief Structure

Examples of document compilations for launching new projects HL CB Addendum Branding

HL SG Addendum Branding

Sample Solution

HL CB Addendum Video

HL SG Addendum Video

Sample Solution

Herbalife Brand Book

Large Creative Print Project

HL CB Addendum Digital

HL SG Addendum Digital

HL Creative Brief Sample Solution

Sample Solution

HL Style Guide

Sample Solution

HL Creative Brief

HL CB Addendum HL SG Addendum Print Print HL CB Addendum Print

HL SG Addendum Print

Sample Solution

HL CB Addendum Facilities

HL SG Addendum Facilities

Sample Solution

Herbalife Brand Book

HL Creative Brief

HL Style Guide

Medium Creative Print Project

HL Style Guide

HL CB Addendum Events

HL SG Addendum Events

Sample Solution

HL CB Addendum Apparel

HL SG Addendum Apparel

Sample Solution

HL CB Addendum HL SG Addendum Print Print

Small Creative Print Project

HL CB Addendum HL SG Addendum Print Print

HL CB Addendum Packaging

HL SG Addendum Packaging

Sample Solution

H e r b a l i f e Branding

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Creative Brief Analysis

, ExprEss, Be the Brand

Creative Brief analysis PROGRAM CREATIVE BRIEF

BASICS STRATEGY

STRATEGY

PURPOSE/OBJECTIVE BACKGROUND TARGET * POSITIONING STATEMENT

1. *Additional Opportunities: Any additional uses for or future considerations.

PROGRAM CREATIVE BRIEF

TATICAL CREATIVE BRIEF

BASICS

PURPOSE/OBJECTIVE

STRATEGY

BACKGROUND

TARGET *

POSITIONING STATEMENT

PERSONALITY

BRAND VOICE

VISUAL & CONTENT

DELIVERABLES/TACTICS

COMMUNICATION HIERARCHY

DESIGN CONSIDERATIONS

CONTEXTUAL CONSIDERATIONS

MANDATORIES

CONTENT

BRAND VOICE

VISUAL & CONTENT

VISUAL & CONTENT DESIGN CONSIDERATIONS CONTEXTUAL CONSIDERATIONS

2. Presentation Format 3. Materials Provided by Client

CONTENT COMMUNICATION HIERARCHY

PROJECT MANAGEMENT

MANDATORIES

RACI:

DELIVERABLES/TACTICS

ROLL-OUT PLAN

TIMELINE:

KEY MILESTONES:

PROJECT MANAGEMENT RACI: ROLL-OUT PLAN TIMELINE:

Timeline can be a seperate page with a detailed project timeline.

KEY MILESTONES:

V1.2: 8/2011

H e r b a l i f e Branding

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Evolution of HLife Brand:

Legal Corporate Trademark

Explorations

6.18.09

Presentation 3

HLIFE

Presentation 3

Design B.13

HLIFE

6.18.09

Presentation 1

HLIFE

Desi

Design A10.0

7.07.09

6.18.09

Presentation 1

HLIFE

Presentation 4

Design D.04

Design A21.0

7.07.09

Presentation 3

Design B.15

Presentation 4

HLIFE

Design D.17

H e r b a l i f e Branding

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Branding System with HLife: 2009 Name

A good trademark does not last for ever: it must be adjusted when circumstances dictate. While society tends to become more complex, trademarks have become simpler.

1. Purpose a. Expand Brand b. Standardize Messaging c. Define Brand Segments d. Streamline Cost

Graphic

Use

Legal Corporate Trademark

All Corporate Communication Legal Documents Online Packaging Co-Branding

Environmental Automotive Branding

2. Advantage a. Focus Message to Specific Groups b. Maximize Resources to Specific Needs d. Develop Exclusive Brand f. Smoother Transition For Changing Brand g. Extend Brand to Youth Market 3. Approach a. Refine the 5 Basic Components of Brand b. Create a Smooth Rollout of new Brand c. Standardize all Design Processes d. Schedule Rollout Strategy

Special Projects (chairmanâ&#x20AC;&#x2122;s retreat) Apparal Sponsorships Internal Communications Viral campaigns

Corporate Monogram Trademark

Chairty Community

Global Chairty Trademark

Support Brand Graphic Element Background Texture

Dynamic-Use Trademark

H e r b a l i f e Branding

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Introduction of HLife: 2009

Legal Corporate Trademark

Environmental Automotive Branding

Corporate Monogram Trademark

Dynamic-Use Trademark

Chairty Community

Global Chairty Trademark

Herbalife is proud to support

A Place Called Homeâ&#x20AC;&#x2122;s Gala for the Children.

H e r b a l i f e Branding

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Product Line Analysis

Product Line Configuration

F1 Pro Line Sports

FORTIFIED FORMULA NO SUGAR EXTRA PROTEIN

F1 Premium

french vanilla vainilla

artificially flavored sabores artificiales

F1 Everyday Sports

F1 Standard

Sports, Energy & Fitness Products

07.22.10

____________

Presentation 2

cookies and cream galletas con crema

artificially flavored sabores artificiales

Herbalife: Packaging Analysis

F1 Premium

F1 Limited Edition

pumpkin spice calabaza con especies artificially flavored sabores artificiales

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Education Marketing Diagram

H e r b a l i f e Branding

PRODUCT POWERPOINT CORE CONTENT

ADD-ON CONTENT

PRODUCT IMAGE PRODUCT VIDEO KEY BENEFITS

CROSS-SELL HARMONIZED IN-DEPTH ATRIBUTES PRODUCT LAUNCH ADDITIONAL PRODUCT IMAGES

PRODUCT FLYER University

University

FLYER TITLE

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PRODUCT VIDEO University

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CROSS-SELL INFORMATION

University

POWERPOINT TITLE

PRODUCTS IN PLAY

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VIDEO

ADDITIONAL PRODUCT IMAGES

POSTER TITLE

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University

KEY BENEFITS

VIDEO CONSTRUCTION STANDARD INTRO

PRODUCT INFO

STANDARD WRAP

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VIDEO

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VIDEO

PRODUCT POSTER

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University

Herbalife University Content Schematic

date:

06.15.10

version:

1.0

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Marketing Analysis Documents

H e r b a l i f e Branding

Brand - Timeline of Focus and Activities Annual Sponsorship Activity by Type 5 Year Sponsorship Allocation

Teams

Distributor Business (3Rs) through training

OBjECtIvE:

Athletes Events

Business Opportunity - Distributor Education

36 14

- Drive consistent claims and messaging Brand reputation through improved behavior

- Ensure ALL Distributors have targeted tools and training to support and drive their business success

Internal efficiencies Compliance issues

Focus on F1 campaigns DS Education platform - 5 year program

Pro Line to public

Lead wheel connected to online shopping sites, seamless customer purchasing online

A team jersey Pro Line

2011

2012

tRAInInG mODuLEs

All Distributors using Herbalife shopping sites

Messi Kids Line

2013

2014

Virtual Business Cards Online Shopping Sites Distributors choose communications channels and frequency

Annual Sponsorship Activity by $$$

10 8

5 Year Global Spending (US, Millions)

6 4 2

Corporate

5.8 1.8

2.2

3.8

nutRItIOn & sCIEnCE

PERsOnAL DEvELOPmEnt

FutuRE REquIREmEnts

- Content

- Content partner

• Audit & alignment of content globally

- Systems partner

• Development of targeted content in multiple formats for maximum engagement and measurable results

- WW Distributor Training Committee

Step 1 – Tools and Training in MyHL.com

Step 2 – Learning Management System (LMS)

BRAnD & sPOnsORsHIP

In PROGREss:

- Resources

PRODuCt

- Systems

10.5 7.9

BusInEss

• Organizational structure to support WW dedicated training focus online and offline moving forwards

- Dedicated WW resources - Metrics (for ROI)

H e r b a l i f e Branding

Graphic Template System, Inspirational to Informational

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H e r b a l i f e Branding

Educational Template System, Inspirational to Informational marketing plan

marketing plan

product information

quality & manufacturing

product information

quality & manufacturing

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quality & manufacturing

you are the brand

quality & manufacturing At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis

marketing plan you are the brand

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you are the brand

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inspiration

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marketing plan

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marketing plan

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inspiration

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marketing plan

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Asia / Pacific

marketing plan

product information

quality & manufacturing

Temporibus autem quibusdam et aut officiis

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quality & manufacturing

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you are the brand

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inspiration

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product / product information

Raw materials are manufactured into ﬁnished products under tightly quality & manufacturing controlled, good manufacturing practices. Quality control testing throughout the manufacturing process ensures quality in every batch. Batches of product are packaged, labeled and loaded onto pallets for shipping. Quality control testing ensures that ﬁnished products meet label claims.

quality & manufacturing

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Asia / Pacific

product information

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Asia / Pacific

marketing plan

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Asia / Pacific

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Asia / Pacific

H e r b a l i f e Branding

1. Message

i-RONIC

Education Project Dscision Tree

2. Target Audience

3. Content Delivery

4. Content Channel

5. Brand Personality

A. Image 90% Text 10%

B. Image 70 Text 30%

C. Image 50% Text 50%

D. Text 70% Image 30%

E. Text 90% Image 10% Regional Calls

i-RONIC

Education Template System

H e r b a l i f e Branding

1. Brochure

2. Flyer

3. Poster

4. Webinar

5. Powerpoint

product / product information

marketing plan

product information marketing plan

product information

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quality & manufacturing

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Asia / Pacific

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Articles

Folders

Buttons

Apps

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Checklists

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i-RONIC

Education Template System, Inspirational to Informational

H e r b a l i f e Branding

1. Poster

2. Article

3. Webinar

marketing plan

4. Powerpoint

5. Flyer

marketing plan

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product information

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H e r b a l i f e Branding

i-RONIC

Applications

Brand Standards

H e r b a l i f e Branding

i-RONIC

Brand Style Guide

Use Wear Talk

1.0

Table of contents

This is Herbalife

Brand Style Guide

1.0 This is Herbalife

2.0 Core Brand Value

3.0 Core Brand Essence

4.0

Visualizing Our Core Brand 4.1 Signature Logo Configurations 4.2 Signature Logo Safe Area 4.3 Signature with Tagline

7 8 9 10

4.3 International Logo Configuration 4.4 Signoff-Bar Configuration 4.5 Signature Dontâ&#x20AC;&#x2122;s 4.6 Using Color 4.7 Using Typography

11 12 16 18 20

4.8 Using Photography 4.9 Basic Grids

22 28

4.9 Printed Examples

5.0 Expressing Our Core Brand

V1.2 11/2011

H e r b a l i f e Branding

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Brand Style Guide

3.0

This is Herbalife

Core brand essence The Herbalife visual identity is one of the most important features of our global brand strategy, positioning and brand personality. The visual components of our brand, whether individual or combined, create the foundation for our overall design principles associated with all of our branded materials.

This is Herbalife

Logo The Herbalife corporate logo includes two key components: the circle tri-leaf artmark and the wordmark in our custom typeface. The logo should appear in full every time.The horizontal logo is the preferred configuration.

We are about brand From Time Square cdenter in New York to the simple shake, Herbalife is about a brand experience that gives our distributors the best possible opportunity to succeed.

On Brand Example Core Brand

Color

It is on brand because it follows these overarching content principles and the on brand checklist.

Guiding Principles for effective use of Brand language that this covers are: • Key messages by purpose and audience (what we say and to whom) • Brand Voice (how we say it) • Composition and context (how and where it is applied)

Typeface Guiding Principles for effective use of Brand language that this covers are: • Key messages by purpose and audience (what we say and to whom) • Brand Voice (how we say it) • Composition and context (how and where it is applied)

Image Guiding Principles for effective use of Brand language that this covers are: • Key messages by purpose and audience (what we say and to whom) • Brand Voice (how we say it) • Composition and context (how and where it is applied)

This is Herbalife V1.2 11/2011

Gorgeous Hair, Glowing Skin

Strengthen and repair your hair. Moisturize and soften your skin. The botanical extracts in our Herbal Aloe Bath & Body Care products improve your skin and

Study Results Strengthening Shampoo and Strengthening Conditioner · Leave hair 10 times stronger after just one use* · Reduce hair breakage by 90%* Hand & Body Cream

rights reserved. Printed in USA. WW10447 9/11

Herbal Aloe Makes It Happen

H e r b a l i f e Branding

4.6

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Brand Style Guide

Using color

4.6

Color is an important part of our brand identity. The proper use of our colors provides a powerful reinforcement of our brand message and promotes consistency in our company image.

Using color

4.6

$2.7 billion net sales in 2010. Seven consecutive quarters of doubledigit net sales growth (Q4 ‘09 – Q2 ‘11). NYSE: HLF

Healthy Green PMS

THE BEST NUTRITION

368c 133/187/61

WEB

85bb3-D

1 Plant

There are ﬁve types of Style A ﬂyers. They 100+ TEAMS AND ATHLETES

THE BIggEST HEART The Herbalife Family Foundation helps support more than 65 children’s charity programs around the world.

Updates, General and Promotions are similar, except the colors.

There are ﬁve types of Style A ﬂyers. They vary in content and are accordingly color

Orange 1375c 255/153/26

WEB

FF991A

Gray 1.Core Color, represents half the wheel. Core green is the primary color for our brand and should be the promineent color.

PMS

423c

CMYK 0/0/0/44

2. Secondary Color, represents one quarter or the wheel. White should be thought of as a herbalife color in the same way green is. Together (green and white) represent the the fresh and bright aspect of our core brand.

RGB

151/161/164

WEB

9FA1A4

Using core green on a white background or White type on a green background accomplishes our goal.

3. Accent Colors , each color represent one twelfth of the wheel. Accent orange and gray should be used in much smaller porportions than the core and secondary color.

7 Weighing

HERBALIFE AND

FC BARCELONA JOIN FORCES

Herbalife is excited to announce sponsorship of FC Barcelona, Spain’s internationally recognized soccer club and winner of the 2009 FIFA Club World Cup.

Black and White can be interchangable as the secondary color. For Herbalife Sports, we use black background to give it more of an active look. The Core color remains green.

1. 26c

0m 100y 0k

2. 40c

78y

3. 57c

57y

4. 49c

24y 0k

13m 95y

80m 91y

7. 23c 70m 50y

8. 29c 58m

9. 56c

10. 70c 17m

11. 45c 37m 36y

12. 75c 98m

5 Ingredients are dried, milled and extracted to produce the raw materials needed to create Herbalife products. To have more control over the quality of botanical extracts, Herbalife broke ground on a new company-owned extraction facility in Changsha, China, in 2010.

6 Raw materials are 4 Chemical identification inspected, sampled and and testing of ingredients chemically tested by ensure they meet or exceed Herbalife scientists for Good Manufacturing Practices identity verification and and Herbalife requirements. quality assurance, then securely stored until test results confirm their purity.

Auxillary Colors: CMYK

Active Brand

11 Testing round 4

3 Ingredients are harvested through cropping, wild crafting and fishing.

Nutrition for a better life.

RGB

10 Packaging

2 The fields are carefully monitored to ensure the quality of the crops.

CMYK 0/49/90/0

The size of each color quadrants illustrates how our colors should be thought of in levels on importance.

6 Testing round 2

1 Ingredients grow on “farms, in the ocean and in the wild.

coded. The ﬁrst three– My Herbalife Updates, General and Promotions are similar, except the colors.

facebook.com/Herbalife

Black 100%

PMS

3 Harvest

4 Testing round 1

5 Raw Materials

8 Blending/Compression

9 Testing round 3

vary in content and are accordingly color coded. The ﬁrst three– My Herbalife

Used by more than 100 Herbalife-sponsored teams and athletes around the world, including LA Galaxy and FC Barcelona.

White 100%

1.Core Color 2. Secondary Color 3. Accent Colors

2 Cultivation

Herbalife products are sold exclusively through a network of 2.3 million Herbalife Independent Distributors in more than 75 countries.

CMYK 57/0/100/0 RGB

Our staff, state-of-the-art equipment and quality control systems throughout the entire manufacturing process help us ensure every product meets Herbalife’s standards of quality.

These colors are always used as accent colors.

2.3 MILLION DISTRIBUTORS

Herbalife protein shakes and nutrition products are based on proven science to help you lead a healthy, active life.

Applying auxiliary colors The Herbalife Seed to Feed Program

Our company has many components that sometimes require unique creative solutions to communicate our brand. The color palettes below have be developed for specific applications.

NET SALES

Core Color Specifications

The Core Color Wheel is divided into three different sized quadrants:

4.6

Core Brand

$2.7 BILLION

To ensure that the essence of the Herbalife Core Brand is best represented, we developed a Core Brand Color Wheel that demonstrates how our colors work together, what amount of color to use and where the color emphisis should be placed.

Auxiliary colors

Strategic Sourcing

Testing

12 Transportation

7 Herbalife staff prepares the raw materials to make bulk batches of a product based on the product formula. 8 Raw materials are manufactured into finished products under tightly controlled, good manufacturing practices. 9 the manufacturing process ensures consistency in every batch, including uniformity of all powder blends, proper thickness and hardness of tablets and more.

Manufacturing

13 Testing round 5

14 Distribution

10 Batches of product are 13 Finished products are packaged, labeled and loaded inspected again and samples onto pallets for shipping. are pulled for quality testing upon arrival at distribution 11 Quality Control conducts centers to ensure that chemical identification testing packaging is properly labeled on finished products and and not damaged upon arrival. ensures they meet regulatory guidelines for microbiological 14 Products are securely levels and label claims. stored at distribution centers until picked up or shipped 12 Finished products are to Distributors. transported to distribution centers via truck, rail, air and ship.

Transportation

Distribution

11 3

There are five types of Style A flyers. They vary in content and are accordingly color coded. The first three– My Herbalife Updates, General and Promotions are similar, except the colors.

10 4

December cash Get some extra cash just by building your business! Qualify now and earn between US $125 and US $1425

Mauris at urna pretium eleifend vulpu• Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Pellentesque elit nulla, pulvinar vel faucibus sit amet, auctor ac lectus. • Quisque tristique mi nec magna gravida consectetur. Etiam pharetra ullamcorper nunc, in placerat tortor placerat eget. Sed adipiscing ullamcorper velit quis imperdiet. Maecenas laoreet rhoncus accumsan. Maecenas ultrices ornare felis, ut consectetur libero ornare id. Duis nec risus eros.

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Vestibulum ullamcorper auctor suscipit. tor, vel blandit nulla metus id sem. Lorem ipsum dolor sit amet. Accessible 24 hours a day, 7 days a week!

December cash commemorative cetificate will be available for print on myherbalife.com Contact your local Distributor Relations department with additional questions.

9 5 8 7

There are ﬁve types of Style A ﬂyers. They Lionel Messi

vary in content and are accordingly color coded. The ﬁrst three– My Herbalife Updates, General and Promotions are

Awarded the FIFA Club World Cup Golden Ball in 2009

similar, except the colors.

V1.2 11/2011

H e r b a l i f e Branding

4.7

i-RONIC

Brand Style Guide

Using typography

4.7

Using typography

4.7

Our Core Brand font Helvetica Neue LT W1G comprises of a typographic system that conveys our core brand message and personality.

Helvetica Neue 45 Light

These fonts will be more than adequate for the wide range of applications needed throughout the company. Other fonts in the Helvetica Neue family can be used for specialized headlines, Mastheads, and logos.

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Helvetica Neue is the company’s Core Brand font and should be used to ensure consistency throughout all marketing communication materials.

OpenType fonts include features on expanded character set and layout, and provide broader linguistic support and more precise typographic control.

Electronically, through all of our powerPoint presentations, websites and applications, the font Arial will be used to ensure that documents remain consistant throughout all media.

Captions Helvetica Neue 45 Light Cap height: 6pt. Leading: 7.5pt

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Body copy Helvetica Neue 45 Light Cap height: 11pt. Leading: 15pt

Sub headline Helvetica Neue 45 Light Cap height: 18pt. Leading: 20pt

Headline 1 Helvetica Neue 45 Light Cap height: 41pt. Leading: 45pt

OPtional Headline fonts

Use only initial caps for headlines.

Batches of product are packaged, labeled and loaded onto pallets for shipping. Quality control testing ensures that ﬁnished products meet label claims.

Do not use All-Uppercase.

Raw materials are manufactured into ﬁnished products under tightly controlled,

Maintain the strong legibility of Helvetica Neue by:

Raw materials are manufactured into ﬁnished products under tightly controlled, good manufacturing practices. Quality control testing throughout the manufacturing process ensures quality in every batch. Batches of product are packaged, labeled and loaded onto pallets for shipping. Quality control testing ensures that ﬁnished products meet label claims.

• Not using extreme letterspacing or leading. • Not using unusual positions of type. • Not condensing or extending text. • Not using body text smaller than 9pt.

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

V1.2 11/2011

Helvetica Neue 76 Bold Italic

Helvetica Neue 35 Thin

Our font usage is governed by the following outline

Never abbreviate Herbalife name or anything else at first mention. Body copy head Helvetica Neue 75 Bold Cap height: 11pt. Leading: 15pt

Helvetica Neue 75 Bold

Typography guidlines

The font example below is a company brochure “Style Sheet” that organizes the fonts by use. These can be scaled up for posters ad down for pocket guides (as appropriate).

Helvetica Neue 46 Light Italic

Helvetica Neue can be ordered through Brand Review 1 555. 555. 1212

4.7

Organizing your content in a clear and concise manor is as important to the Brand’s integrity as using the correct colors.

Although our font family consists of a wide range of variations, we have narrowed down the perferred fons to Helvetica Neue 45 Light, 46 Light italic, and Helvetica Neue 75 Bold, 76 Bold italic.

Helvetica Neue is the company’s Core Brand font and should be used to ensure consistency throughout all marketing communication materials.

Plan your type

Headline 2 Helvetica Neue 45 Light Cap height: 55pt. Leading: 60pt

Helvetica Neue 85 Heavy

V1.2 11/2011

Chemical identiﬁcation and testing of ingredients ensure they meet good manufacturing.

Herbalife Innovatio

Herbalife Inno V1.2 11/2011

Ensuring strong contrast when using color type on color backgrounds. Italic forms should be used sparingly and only for special emphisis.

Electronically, applications for web and powerPoint should use Arial fonts to ensure proper formatting throughout use.

Arial Regular

Aa Arial Bold

V1.2 11/2011

H e r b a l i f e Branding

i-RONIC

Brand Style Guide

4.8

Using Photography

Using photography

4.8

Positive Everything we say about Herbalife is Positive

Photography is an a key part of our brand image. By choosing photographs that are simple, clear and direct, we can attract attention and express the essence our our brand.

Using photography Active Be Energetic

Our photography should be original, and universally understood. Photographs should be selected in accordance and within our key brand personalities:

Positive Active Inspirational Credible Passionate Entrepreneurial Herbalife builds its brand through its brand ambassadors – over 2 million Herbalife Independent Distributors around the world.

Friendly Caring

Herbalife builds its brand through its brand ambassadors – over 2 million Herbalife Independent Distributors around the world.

Their passion, both from using our products and achieving success from our business opportunity, brings the company alive to everyone they speak to.

V1.2 11/2011

H e r b a l i f e Branding

6.0

i-RONIC

Brand Style Guide

Where it fits

6.0

Where it fits

7.0

While all visuals relate to the Core Herbalife Brand, you need to know when to use what.

The top messages for Herbalife are grounded in the Vision, Mission and Values and articulate the reasons to believe the Brand Positioning statement.

Start by determining what is the purpose of the application - is it Core Brand, Sports, Product-Specific or Extended Brand.

vision / Mission / Values

Each of Herbalife’s sub brands have addendums on specific design specifications.

1. Core Brand Corporate Image, Distributor, Business Opportunity, Product, Facilities, Events, Education, Employee Communications.

Note: The productuse and marketing standards may vary from country to country.

2. Sports Brand Sports Sponsorships, Sports Partnerships. Sporting Events.

Not all products are available worldwide and in some instances, they may have government restrictions. Please check with your reigonal marketing group or with Brand Review.

Express the brand in words

Brand Position Herbalife

3. Product Brand Product-Specific Communications

builds its brand

PRODUCT

BUSINESS OPPORTUNITY

BRAND (SPONSORSHIPS)

IMAGE

through its brand

Trusted nutrition products backed by scientific leadership

You can earn part-time income or pursue a full-time business opportunity as an Herbalife Independent Distributor.

We sponsor world-class athletes, teams and events around the globe.

We believe in giving back. We make our communities better places to live and work by being a socially responsible company through community involvement and through the Herbalife Family Foundation and its Casa Herbalife program

ambassadors

4. Brand Extensions Branding for Herbalife Family Foundation, Herbalife Nutrition Institute, iChange, Charity Events.

– over 2 million Herbalife Independent Distributors around the world.

1. Core Brand The design solutions to the right (except the Extrended Brand) all all branded with the core brand: Signature Bar 1 This is the preferred brand Heirarchy.

2. Sports Brand

3. Product Brand

4. Extended Brand

Their passion,

HERBALIFE AND

FC BARCELONA

both from using

JOIN FORCES

our products and

Herbalife is excited to announce sponsorship of FC Barcelona, Spain’s internationally recognized soccer club and winner of the 2009 FIFA Club World Cup.

achieving success Gorgeous Hair, Glowing Skin

Herbal Aloe Makes It Happen

The Extended brand solution is branded with the Herbalife Family Foundation logo.

V1.2 11/2011

Strengthen and repair your hair. Moisturize and soften your skin. The botanical extracts in our Herbal Aloe Bath & Body Care products improve your skin and hair after just one use.*

Study Results

Order Today!

V1.2 11/2011

H e r b a l i f e Branding

1.0

i-RONIC

Brand Style Guide

Using photography

4.9

5.0

Putting it together

Focus your message

Basig grids

1 Commitment 1 Commitment

The following pages illustrate how to apply signature, color, typography and photography. The examples are designed to demonstrate the flexability of our print system and it’s ability to communicate our brand across all solutions.

Signature: App previously stated guidelines for color and clear space apply for printed material. The perferred logo is Signature Bar 1 placeed at the bottom of the page with bleeds on bottom, left and right.

2011 Aloe launch

Visibility of the signature should always be emphasized. Other graphic felements should not overwhelm the integrity of the signature.

Creative Strategy Design Direction Messaging Direction Production Strategy Roll-out Strategy

Gorgeous Hair, Glowing Skin

All text should be aligned to a baseline grid (provided upon request or on BrandWorks).

Rule weights should conform to two standard sizes: .5 points for hairlines, and 1.5 for heavier rules.

The placement of the Headline and Subheadlines intended to convey information within the project should be legible and of high contrast.

Copyright line should be standard Helvetica Neue Light 45, 65pt. / 7.5pt and placed in the lower right corner of flyer, flipped 90 degrees counter clockwise, and placed up the left side of posters and flyers, no more than 3in. from the bottom of page.

Typographic Style Sheets should be used and the sizes of type be standardized.

While all visuals relate to the Core Herbalife Brand, you need to know when to use what.

For all printed material Do not indent text within one column unit.

Consumer

Start by determining what is the purpose of the application - is it Core Brand, Sports, ProductSpecific or Extended Brand. Consumer / Distributor Consumer / Distributor

Yes

Distributor

Strengthen and repair your hair. Moisturize and soften your skin. The botanical extracts in our Herbal Aloe Bath & Body Care products improve your skin and hair after just one use.*†

Order Today!

4 Response 4 Response

3 Message 3 Message What is the primary What ismessage the primary message of this project? of this project?

What is the intended What is the intended response of your project? response of your project?

Brand Awareness Brand Awareness

Attract Consumers Attract Consumers

Company Announcement Company Announcement

Promote Awareness Promote Awareness

Company Information Company Information

Promote Confidence Promote Confidence

Company Education Company Education

Educate Consumers Educate Consumers

Product Announcement Product Announcement

Promote Awareness Promote Awareness

Product Information Product Information

Inform Distributor Inform Distributor

Product Education Product Education

Educate Distributor Educate Distributor

Event Announcement Event Announcement

Promote Attendance Promote Attendance

Sponsorship Sponsorship Announcement Announcement

Attract Consumers Attract Consumers

Employees Announcement Employees Announcement

Promote Awareness Promote Awareness

Employees Information Employees Information

Inform Employees Inform Employees

Employees Education Employees Education

Educate Employees Educate Employees

Consumer

Distributor

Herbal Aloe Makes It Happen

Visualization 5 Personality Brand Visualization 5 Personality 6 Brand 6 What is the creative usingprocess using What is the creative Start your creative Start process your creative personality this project this project the solution listed below listed below personality the solution needs to project? needs to project?

1. Core Brand1./Core Visual Inspirational Inspirational Brand / Visual InformationalInformational 2. Core Brand2./Visual / Text/Visual / Text Core Brand Inspirational Inspirational 1. Core Brand1./Core Visual Brand / Visual 2. Core Brand2./Visual / Text/Visual / Text InformationalInformational Core Brand Inspirational Inspirational 2. Core Brand2./Visual / Text/Visual / Text Core Brand 3. Core Brand3./Core Text Brand / Text InformationalInformational 2. Core Brand2./Visual / Text/Visual / Text Inspirational Inspirational Core Brand 3. Core Brand3./Core Text Brand / Text InformationalInformational Inspirational Inspirational 1. Core Brand1./Core Visual Brand / Visual InformationalInformational 7. Product-Specific Brand / Visual / Text/ Visual / Text 7. Product-Specific Brand Inspirational Inspirational 6. Product-Specific Brand / Visual 6. Product-Specific Brand / Visual InformationalInformational 8. Product-Specific Brand / Text Brand / Text 8. Product-Specific Inspirational Inspirational 9. Distributor9.Education Brand Distributor Education Brand InformationalInformational 9. Distributor9.Education Brand Distributor Education Brand Inspirational Inspirational 1. Core Brand1./Core Visual Brand / Visual InformationalInformational 2. Core Brand2./Visual / Text/Visual / Text Core Brand Inspirational Inspirational 4. Sports Brand / Visual 4. Sports Brand / Visual InformationalInformational 5. Sports Brand / Visual / Text/ Visual / Text 5. Sports Brand 2. Core Brand2./Visual / Text/Visual / Text Inspirational Inspirational Core Brand InformationalInformational 10. Internal Company Brand 10. Internal Company Brand Inspirational Inspirational 2. Core Brand2./Visual / Text/Visual / Text Core Brand

Employees Employees

Study Results Strengthening Shampoo and Strengthening Conditioner · Leave hair 10 times stronger after just one use* · Reduce hair breakage by 90%* Hand & Body Cream · Increases skin moisture by 100%† · Shown to leave skin smoother and softer**

Hand & Body Cream #2563 Price: $8.95

Hand & Body Wash #2561 Price: $8.95

Strengthening Conditioner #2565 Price: $8.95

Bath & Body Bar Soap #2566 Price: $6.45

#2562 Price: $8.95

Strengthening Shampoo #2564 Price: $8.95

V1.2 11/2011 Soothing Gel

*When Strengthening Shampoo and Strengthening Conditioner are used in conjunction versus untreated hair. Results based on Clinical Strengthening and Breakage Study. Average value obtained from Test conducted by an independent research laboratory on “damaged” hair tresses. Broken fiber counts were compared on untreated versus treated hair using Herbal Aloe Strengthening Shampoo and Strengthening Conditioner. †Hand & Body Cream versus baseline after 20 minutes. Based on Nova Meter reading study coupled with blind sensory panelist observations. In vivo studies conducted by an independent research laboratory demonstrated 100% increase in skin hydration when using Herbal Aloe Hand & Body Cream compared to baseline. ** Claims supported by individual panel testing.

Call us Worldwide Marketing Brand Review

On dark - or green backgrounds, Signature A can be used, reversed out white and placed at the lower-left corner of the project.

Typography Type should be aligned left-to-right. Do not condense or extend text.

2 Target 2 Target

Is Herbalife comitted to comitted to Who is the target for audience for Is Herbalife Whoaudience is the target this project? this project? this project? this project? Is there a marketing in strategy in Is therestrategy a marketing place to support it? to support it? place

InformationalInformational 10. Internal Company Brand 10. Internal Company Brand Inspirational Inspirational 2. Core Brand2./Visual / Text/Visual / Text Core Brand

Other No

V1.2 11/2011

11. Company11. Signature Only Company Signature Only

Other

12. No Herbalife Branding 12. No Herbalife Branding

V1.2 11/2011

InformationalInformational 10. Internal Company Brand 10. Internal Company Brand

V1.2 11/2011

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Brand Style Guide

Our Herbalife Brand

Our Vision

Brand Position:

Changing people’s lives.

Healthy, Active Life

Our Mission

Brand Experience

To change people’s lives by providing the best business opportunity in direct selling and the best nutrition and weight-management products in the world.

Our Stakeholders: We pursue profitability and growth to increase value for all our stakeholders, including Distributors, customers, shareholders and employees. Our Employees: We respect each other, succeed as a team and value a sense of humor. Our Communities: We make our communities better places to live and work.

Nutrition for a better life.

Provide a globally consistent and positive experience to ensure that we are the best and easiest company to do business with.

Brand Recognition

Our Values Our Distributors: We are driven by the needs of our Distributors and inspired by their stories.

Company Tagline:

Herbalife is committed to ensuring global recognition of the Herbalife brand:

Who we are, What we do, What we stand for

Our Products Our commitment to the highest scientific and safety standards in product development and manufacturing is an integral part of our mission for nutrition. We are products of the product.

Company Role

Our Work: We make decisions based on facts, not hearsay. We work hard and hold ourselves accountable. We strive for excellence. Our Ethics: We do the right, honest and ethical thing. We take the high road.

Our Philosophy:

We use it, wear it, talk it.

Our Attitude:

We make it fun, simple and magical.

Provide to Distributors

Provide to All Audiences

Right tools at the right time in the chosen format.

We will soften the market for our Distributors and continue to provide value for our shareholders.

Product Level playing field Tools to support 3Rs Training curriculum Promotions Events Apparel Services Environments Brand icons Brand governance

Product Business opportunity education Sports sponsorships Nutrition Advisory Board Scientific Advisory Board Publicity/public relations/media relations CSR (spelled out)/ Vision Mission Values Herbalife Family Foundation/ Casa Herbalife programs Industry associations Campaigns Government regulations Brand icons Brand governance

Our Brand Personality and Voice The brand personality is the overall tone and attitude of messages, and it is the look and feel of our visuals. The brand personality helps to differentiate the Herbalife brand in the marketplace. These are the key emotional components that drive desire and build bonds and love for the brand.

Distributors Role

Herbalife’s brand personality ranges from informational to inspirational and has several key attributes:

Friendly

Caring

Active

Empowering

Positive

Credible

Inspirational

Entrepreneurial

Provide to Consumers

Provide to All Audiences

Retail the product Recruit new Distributors Retain existing sales force Service excellence Ethical business practices Product/business knowledge

You are the Brand Behavior/Ethics/VMV Advertising Sponsorships Events

Passionate Customer Success = Distributor Success Distributor Success = Herbalife Success

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TM, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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Brand Style Guide

Herbalife Brand standards

The Herbalife signoff bar system has four design configurations: Note: This replaces the double green sign-off bar.

Sign-off Bar Configurations

Herbalife Brand standards

Sign-off Bar Configuration

Option 1 Sign-off:

Option 3 Sign-off:

The height of the bar is three times the height of the “H”

PMS 368 bar with white logo, flush left.

PMS 368 bar with white logo, flush left and company tagline,

in the horizontal logo and the logo is centered vertically.

flush right.

The length of the Sign-off bar may vary but the

Option 2 Sign-off: PMS 368 bar with white logo,

Option 4 Sign-off:

being used.

flush right.

PMS 368 bar with white logo, flush

reccomended lenght is 250 percent of the horizontal logo

Tagline is exactly 3/4 the height of the “H”.

left and PMS 1375 accent color,

Font: Helvetica Neue 56 italic.

flush right.

Using Option 4 Option 4 can be used on all types of projects as long as the 9:1 green-to-orange ratio is followed. Never reverse the colors or expand the orange square. Please reserve the 12x space between logo and accent. Using Sign-off in black and white Only use option 1, 2, or 3 in black and white. Sign-off bar prints solid black and logo and tagline always reverse out. Note: Option 4 is never used in black and white.

Option 1 Sign-off, logo flush left

PMS 368

Option 2 Sign-off, logo flush-right

PMS 368

Note: Tagline or accent color may never be used on the left side of the Sign-off configuration.

Option 3 Sign-off, flush left with Tagline flush right

Nutrition for a better life. PMS 368

Option 4 Sign-off, logo flush left, accent color flush right

PMS 368, PMS 1375

Note: Accent color and tagline may never be combined into a Sign-off solution.

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Brand Style Guide

Corporate Logos / Legal

The special-use corporate logo has been developed for use in large-scale environmental

Corporate Logos Safe Area

Part of protecting the legal

Special-use Logo, Horizontal

attribution is to ensure that the logo is seen as separate from other

CrpLogo09Hz_Spec

graphics, signs and apparel.

elements on the page.

These are available on request.

• Safe space helps to protect and retain our logo legal attributions

Please email brandreview_corp@ herbalife.com, and include information about the project.

• Safe space ensures best legibility of our logo

• Special-use logo is used for

• Safe space ensures that the minimum distance around the Herbalife logo is maintained

all web/computer, video/ projection and apparel

Special-use Logo, Stacked

Special-use Circle Tri-leaf Art Mark

applications.

CrpLogo09Stk_Spec

CircleTriLeaf09_Spec

Safe Space or Safe Area

• Safe space must scale proportionally with logo

• Special-use logo appears over 24” (in width) for all

• Safe space is based on an element within the logo

environmental graphics including banners, interior and exterior signs.

Corporate Logo: HorizontalOrientation

See Facilities Style Guide for additional information.

On the corporate logo, the legal attribution appears following

Legal Attribution

the Herbalife name. It protects the brand and signifies our ownership of the brand.

®, TM, ®-MD

The pre-approved usage of the logo without legal attribution: apparel and building signage, due to scaling issues. Consult your local legal department for advice about other possible exceptions.

®, TM, ®-MD

Corporate Logo: Stackedstatus Orientation Note: Trademark and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market

separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TM, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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Brand Style Guide

Herbalife brand standards

Photography (People)

Herbalife Brand standards

Photography: Business Opportunity

Stock Photography Adding products and buttons to the images gives context to the business activity and life.

People

1 Image Library/Royalty-Free/Photos/Veer/Personal Money Management

1 Image Library/Worldwide Marketing Photo Shoots/2010/China Print Ad Campaign

Business Opportunity

Healthy Active Life

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Brand Position Guide

1. Herbalife Style Guide

SECTION 1:

Purpose and audience Accent Color s

Primary Colo r

Herbalife’s identity (name, logo and art marks) – are some of the most valuable company assets. Secondary Colo r

Our identity portfolio is also the most visible representation tool we use to shape the perceptions of our customers, Distributors, investors and employees. Therefore, it is critical that we leverage these assets for a competitive advantage today and in the future. Herbalife builds its brand through its

Herbalife builds its brand through its brand ambassadors – over 2 million Herbalife Independent Distributors around the world.

brand ambassadors – over 2 million Herbalife Independent Distributors around the world.

Their passion, both from using our products and achieving success from our business opportunity, brings the company alive to everyone they speak to.

Seeing Is Believing Powerful consistency across communications shows how focused, connected, and aligned Herbalife is as a company, as a brand and as a group of people working together around the world. • The Big Picture • Visual Strategy • Connection to Corporate Assets • Visual Asset Tool • Visual Assets Applied • On Brand Checklist • On Brand Execution Guide

V1.2: 8/2011

2. Our brand

CORE

active

Alternative

WHEN TO USE WHAT While all visuals relate to the Core Herbalife Brand, you need to know when to use what. There is a system to help you decide which visuals to use.

Herbalife builds its brand through its brand ambassadors – over 2 million

E BRAND

Start by asking yourself what is the purpose of the execution - is it Core, Active or Alternative?

HERBALIFE CORE BRAND

Herbalife Independent Distributors

our products and achieving success from our business opportunity, brings the company alive to everyone

Herbalife Independent Distributors

Corporate, Business Opportunity, Product, or Image

Active is:

Sports Product or Sports Sponsorship

around the world.

Their passion, both from using

Alternative is: Employee or Investor and is used only by WWM for internal executions

our products and achieving success

/I NT ER NA L

Their passion, both from using

Core is:

brand ambassadors – over 2 million

TIV

around the world.

Herbalife builds its brand through its

from our business opportunity, brings the

IV AT RN TE AL

H e r b a l i f e Branding

company alive to everyone they speak to.

they speak to.

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Brand Position Guide

1. Living the Brand

SECTION 1:

LIVING THE BRAND The Herbalife brand and our success rely on being consistent and focused in everything we do–the colors we use, the words we say, the initiatives we pursue and the way we work with our customers, community and each other. Inside you will find tools that demonstrate the appropriate visual assets and language to help you to best: • Visualize the Brand – How to Use Visual Assets • Express the Brand – How to Use Content • Embody the Brand – How to Walk the Walk and Talk the Talk

V1.2: 8/2011

section 3

visualize, express, be the brand

core brand assets

visualize, express, be the brand

Core brand Assets

Core Brand photography Our photography strategy directly impacts our design options. It is with excellent photography that we have the tools to create our best page layouts. The images should reflect the benefits of that particular product and should be featured in a manner that is appealing and attractive to the consumer. It should be an accurate and clear representation of the product so that the consumer can identify with the product and its benefits and encourage the consumer to try the product. Herbalife builds its brand through its brand ambassadors – over 2 million Herbalife Independent Distributors around the world. Their passion, both from using our products and achieving success from our business opportunity, brings the company alive to everyone they speak to.

V1.2: 11/2011

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Brand Position Guide

2. Our brand

3. Be the brand

brand personality

BE THE BRAND

Think of Brand Personality as a way to summarize the human characteristics of our brand. In the same way that every person you meet has a unique personality, so does the Herbalife brand. The purpose is to guide the Tone, Manner, and Language of the brand as you develop marketing materials. There are 8 key traits that describe Herbalife, and they cover a spectrum from informational to inspirational.

Inspirational

Empowering

Positive Friendly Credible

Passionate

Active

Caring

Entrepreneurial

Informational

V1.2: 8/2011

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Brand Position Guide

Trademark Explorations

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Logo Analysis

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Type Density Analysis

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Logo Analysis

Leaf Studies

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Logo Analysis

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Leaf Studies

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Logo Analysis

Leaf Complexity Analysis

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Logo Analysis

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Logo Analysis

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Logo Analysis

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Logo Analysis

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Presentation 1

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Logo Analysis

Design 1.0

HLIFE 6.18.09

Presentation 1

Design A16.0

HLIFE 6.18.09

Presentation 1

Design A7.0

HLIFE

50 6.18.09

Presentation 1

HLIFE

Design A10.0

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Presentation 1

HLIFE

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Logo Analysis

Design A21.0

01 H e r b a l i f e Branding

h hair

CON SÁVILA

SÁVILA CONCON SÁVILA

DIARIO

CREMA PARA ACONDICIONADOR HUMECTANTE LAS MANOS Y CUERPO WITH WHOLE LEAF FOR ALOE EVERYDAY USE CON SÁVILA

PARA USO DIARIO

300 ml 10fl oz

300200 ml ml 10 fl oz fl oz 6.78

300 ml 10fl oz

WITH WHOLE WITH WHOLE LEAF LEAF ALOE ALOE

300 ml 10fl oz

200 ml 6.78 fl oz

ACONDICIONADOR CHAMPÚ HUMECTANTE HUMECTANTE

HERBAL ALOE

SOOTHING EVERYDAY PARA & BODY CONDITIONER HAND USO LOTION

300 ml 10 fl oz 300 ml 10fl oz

HERBAL ALOE

SOOTHING HAND & BODY LOTION

HERBAL ALOE

CREMA PARA LAS MANOS Y CUERPO

ANTIBACTERIAL HAND SOAP

FOR EVERYDAY USE

JABÓN DE MANOS ANTIBACTERIAL

PARA USO DIARIO

WITH WHOLE LEAF ALOE CON SÁVILA

200 ml 6.78 fl oz

classics

WITH WHOLE LEAF ALOE

USO

pomegranate & mango

classics

CON SÁVILA

HERBAL HERBAL ALOE ALOE PARA

EVERYDAY EVERYDAY DIARIO SHAMPOO CONDITIONER

BODY MOISTURIZER HUMECTANTE CORPORAL

FOR EVERYDAY HERBAL ALOE USE

HERBAL ALOE

CHAMPÚ HUMECTANTE

FOR EVERYDAY USE

naturals classics

WITH WHOLE LEAF ALOE

pomegranate & mango

classics

JABÓN DE MANOS ANTBACTERIAL

BODY WASH GEL DE DUCHA

HERBAL ALOE

EVERYDAY SHAMPOO

b body

classics

200 ml 6.78 fl oz

ANTIBACTERIAL HAND SOAP

classics classics naturals

PARA USO DIARIO

skin

classics

FOR EVERYDAY USE

HERBAL ALOE

CON SÁVILA

300 ml 10 fl oz

classics

HERBAL ALOE

CON SÁVILA

WITH WHOLE LEAF ALOE

EVERYDAY SOOTHING HAND & BODY LOTION CREMA PARA LAS MANOS Y CUERPO

HERBAL ALOE

WITH WHOLE LEAF ALOE

EVERYDAY CONDITIONER ACONDICIONADOR HUMECTANTE

classics

EVERYDAY SHAMPOO CHAMPÚ HUMECTANTE

body

HERBAL ALOE

hair

classics

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Logo Analysis

classics

HERBAL ALOE

ANTIBACTERIAL HAND SOAP JABÓN DE MANOS ANTIBACTERIAL WITH WHOLE LEAF ALOE CON SÁVILA

200 ml 6.78 fl oz

H e r b a l i f e Branding

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Logo Analysis

FRONT

BACK

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Brand Analysis: Photography

Ingredients: Plant

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Applications

INDY500 Sports

H e r b a l i f e Branding

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Indy 500 EJ VISO Helmut

H e r b a l i f e Branding

Front View

Back View

Top View

.25.10

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Indy 500 Townsend Bell Helmut

PMS 877 Metallic Silver Logos PMS 368 green PMS 1387 Orange Metallic Black PMS 877 Metallic Silver Logos

painting specs

Herbalife24: Bell Helmet

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Indy 500

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Indy 500

Revised H3O Logo art:

Rear Wing:

1. Use new art from eps.

1. Add darker shade behind number

H E R B A L I F E

FA M I LY

Fix HERBALIFE logo 1. Tighten up the letterspacing (match artwork) 2. Thicken up font (match artwork)

F O U N D AT I O N

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Indy 500

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Indy 500

H E R B A L I F E

FA M I LY

F O U N D AT I O N

H E R B A L I F E

FA M I LY

F O U N D AT I O N

H E R B A L I F E

FA M I LY

F O U N D A T I O N

I F E B A L H E R H E R B A L I F E

I LY FA M FA M I LY

F O U N D A T I O N

T I O N N D A F O U

GUIDE

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INDY 500

HERBALIFE RACING

STORMS INDY 500

SPORTS

SPONSORSHIP GUIDE

Congratulations to Townsend Bell, E.J. Viso and the entire Herbalife Racing Team for their exceptional achievements at the 2009 Indy500.

SPORTS

SPONSORSHIP GUIDE

H e r b a l i f e Branding

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Applications

H e r b a l i f e Branding

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Analyst Day

H e r b a l i f e Branding

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Analyst Day

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Analyst Day

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Analyst Day

HERBALIFE

ANALYST DAY n o v e m b e r 02

2010

Herbalife Annual Analyst Day _ PRESSFOLDERS__ 01 R4 09/24/10

H e r b a l i f e Branding

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Applications

Interactive

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Corporate Website

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Corporate Website

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Corporate Website

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Global Website

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Herbalife Distributor Website: Template

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Herbalife Distributor Website: Template

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Herbalife Distributor Website: Adminstration App

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Herbalife Institute Website

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Herbalife Website: Modules

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Herbalife Distributor Iphone: App

For world-class

3 sec. nutrition. For world-class

3 sec.

nutrition.

Copy and images (3 in a row) speed in from the left and right... Logo part of background, always there...

For world-class

For financial

nutrition.

freedom.

IMAGE ANIMATION Right to left... icons start small, get big and then small again... fade off...

IMAGE ANIMATION Left to right... icons start small, get big and then small again... fade off...

Images begin animation...

For world-class

For financial

nutrition.

Copy reverses movement and fades...

For world-class

freedom.

nutrition.

For financial

freedom.

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Animation Commercial

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Applications

H e r b a l i f e Branding

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Marketing Logos

My Products

Herbalife Harmonization Innovation for the next Generation

ne 9, 2010

H e r b a l i f e Branding

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Herbalife Apparel

TEAM•TEAM•TEAM

2010

Presentation 01

WW4902 Herbalife / FC Barcelona Tee Shirt design

Version 4

TEAM•TEAM•TEAM

2010

TEAM•TEAM•TEAM

2010 TEAM•TEAM•TEAM

2010

TEAM•TEAM•TEAM

2010

TEAM•TEAM•TEAM

2010

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Corporate Products

HAPPY Holidays

health wealth and prosperity

HAPPY Holidays

health wealth and prosperity

HAPPY Holidays

H e r b a l i f e Branding

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Corporate Stationery

www.herbalife.com

Dexter Hall, Director WW Distributor Services, Optimization Herbalife International of America, Inc. 950 West 190th Street. Torrance, CA 90502-1001 dexterh@herbalife.com t 310 410 9600 x22597 direct 310 216 5197

f 310 258 7106 cell 310 756 2777

www.herbalife.com

Dexter Hall, Director WW Distributor Services, Optimization

Herbalife International of America, Inc. 950 West 190th Street. Torrance, CA 90502-1001

dexterh@herbalife.com t 310 410 9600 x22597 direct 310 216 5197

f 310 258 7106 cell 310 756 2777

dexterh@herbalife.com t 310 410 9600 x22597 direct 310 216 5197

f 310 258 7106 cell 310 756 2777

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Corporate Stationery

Herbalife International of America, Inc. 950 West 190th Street Torrance, CA 90502-1001 tel 310 410 9600 f 310 557 3927

Herbalife International of America, Inc. 950 West 190th Street Torrance, CA 90502-1001

May 20, 2010 Ms. Jessica Gladysz Direct Selling Association 1667 K Street, Suite 1100 Washington, DC 20006

Dear Jessica, Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip. Ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Cordially, George D. Fisher

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Independent Distributor Stationery

Independent Distributor

Christina Robinson

Independent Distributor 123375 West Anywhere Street #27a,Manhattan Beach, CA 90502 310. 213. 213. 818.

Christina Robinson Independent Distributor

Independent Distributor

410.9600 745.0436 765.9836 324.9819

PH Direct FX Cell

christinar@yourdomain.com

Independent Distributor

Christina Robinson

Independent Distributor 123375 West Anywhere Street #27a,Manhattan Beach, CA 90502 310. 213. 213. 818.

Independent Distributor

410.9600 745.0436 765.9836 324.9819

PH Direct FX Cell

christinar@yourdomain.com

Independent Distributor

Christina Robinson

Independent Distributor 123375 West Anywhere Street #27a,Manhattan Beach, CA 90502 310. 213. 213. 818. 1233 West Any Street Your Town, CA 90502 FAX 310.555.1213

christinar@yourdomain.com

410.9600 745.0436 765.9836 324.9819

PH Direct FX Cell

christinar@yourdomain.com

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Applications

H e r b a l i f e Branding

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Apparel Posters

I am Herbalife.

I am what I wear. I am

I am what I Iwear. am

Available March 15, 2011 Online at: herbalifeapparel.com

what I wear.

Be part of the experience

what I wear.

USE W E A R TA L K www.herbalifeapparel.com

Be part of the experience

USE W E A R TA L K www.herbalifeapparel.com

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International Marketing Materials

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International Marketing Materials

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International Marketing Materials

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International Marketing Materials

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International Marketing Materials

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Corporate Marketing Materials

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Brand Marketing Materials

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Product Marketing Materials

• Contains the antioxidant power of over 2 servings of fruits & vegetables. • Packed with 20 vitamins and minerals as well as herbs and fiber. • Includes superfood plant botanicals derived from celery, acerola cherry, pomegranate and

• Contains the antioxidant power of over 2 servings of fruits & vegetables.

• Packed with 20 vitamins and minerals as well as herbs and fiber. • Includes superfood plant botanicals derived from celery, acerola cherry, pomegranate and

• Packed with 20 vitamins and minerals as well as herbs and fiber.

• Packed with 20 vitamins and minerals as well as herbs and fiber. • Includes superfood plant botanicals derived from celery, acerola cherry, pomegranate and blueberry.

Order to-

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

• Contains the antioxidant power of over 2 servings of fruits & vegetables.

INCHES AWAY

• Includes superfood plant botanicals derived from celery, acerola cherry, pomegranate and

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Order today!

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Charity Brand Materials

H e r b a l i f e Branding

Herbalife is proud to support

PeaceJam

Making our communities better places to live and work is a core Herbalife value. Herbalife is proud to support

We are a proud member of the Los Angeles Area Chamber of Commerce and we are pleased to be a corporate tenant of L.A. LIVE and the downtown Los Angeles business corridor.

A Place Called Home’s Gala for the Children. ®

H e r b a l i f e Branding

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Environmental Banners

March 17-20, 2010 Orlando, Florida

HerbalifeSummit.com

H e r b a l i f e Branding

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Environmental Banners

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Environmental Banners

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Automotive Graphics

101

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Automotive Graphics

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Automotive Graphics

NUTRITION FOR A

BETTER LIFE HERBALIFE.COM

HERBALIFE.COM

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Automotive Graphics: Inside trailer

NUTRITION FOR A

BETTER LIFE HERBALIFE.COM

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Applications

Environmental Design

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Environmental Graphics: Turkey

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Environmental Graphics: Turkey

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Environmental Graphics: Turkey

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Environmental Graphics: Russia

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Distributor Ethics and Compliance “As an Independent Herbalife Distributor, when you put on your button you sayto everybody in the world, including your family and friends, I am proudto be a Herbalife Distributor.”

“We’ve got to make certain that each and every day we protect the rules and regulations of our distributorships because the Company is the goose that lays the golden eggs. Trust me, I have never seen a goose put out so many golden eggs in my entire life as we’ve been putting out.”

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Environmental Graphics: Booth Design

“We do the right, honest and ethical thing. We take the high road.”

Distributor Ethics and Compliance

“As an Independent Herbalife Distributor, when you put on your button you sayto everybody in the world, including your family and friends, I am proudto be a Herbalife Distributor.”

We make decisions based on facts, not hearsay. We work hard and hold ourselves accountable. We strive for excellence.

DEC advisors are available to assist you at any time, ask your Distributor Services Department to connect you.

Distributor Ethics and Compliance

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Environmental Graphics: Vending Machines

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Environmental Graphics: Display Cases

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Environmental Graphics: Hall Graphics

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Applications

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Environmental Graphics: Russia

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Environmental Graphics: Process Process for brand application

1. Roles and Responsabilities 1a. Kickoff Meeting to review process 1b. Project Communication 1b1. Meetings schedule 1b2. File sharing 1b3. Project Schedule 1b4. Define milestones 2. Collect Design Materials 2a. Photography Documentation Photos may need to be stitched together into panaramic images. 2a1. Exterior 2a1a. Full Building (include roof and sidewalk) 2a1b. Street 2a1c. Parking 2a1d. Entrance 2a1e. Exit (if different) 2a2. Interior 2a2a. Wide Room view (shoot from corner) 2a2b. Each wall (not shot on angle) 2a2c. Permenant Structures in space 2a2d. Architect details 2a2e. Water Closet/Restrooms 2a2f. Stairwell

3c. Material List 3c1. Paint 3c1a. Main Color 3c1b. Trim Color 3c1c. Acent Color 3c2. Carpet 3c3. Tile 3c4. Doors 3c5. Lighting 3c6. Furniture 3c6a. Tables 3c6b. Chairs 3c6c. Desks 3c6d. Sofa 3c7. Hardware 3c7a. Door Handles 3c7b. Stair Railing 3d. Special Presentation Systems 3d1. Photo Display 3d1a. Light Box 3d1b. Picture Frames 3d1c. Banner Display 3e. Product Display Cases 3e1. Free-Standing Display 3e2. Built-In Display

2b. Construction Plans

3. Design Implementation 3a. Location Plan 3a1. Identify and number all wall locations for each floor plan. 3b. Create tracking document for each floor plan 3b1. wall 3b2. Location number 3b3. Material (if possible) 3b4. Color (if possible) 3b5. Assigned graphic (if possible)

2b1. Floor Plans for each floor 2b2. Elevation Plans for each wall 2b3. Construction/Fabrication detail plans

4. Sign Types 4a. Exterion Signs 4a1. Main Building Sign(s) 4a2. Entrance Identification 4a3. Parking 4b. Interior Signs 4b1. Bathroom 4b2. Product Identification 5. Graphics Package TBD

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Environmental Graphics: Russia

Computer-generated design solution: St Petersburg Sales Center 1st floor: South/west

Computer-generated design solution: Kiev Sales Center 1st floor, north/east

Computer-generated design solution: St Petersburg Sales Center 1st floor: North/west

Computer-generated design solution: Kiev Sales Center 1st floor, north/west

Computer-generated design solution: St Petersburg Sales Center 1st floor: North

Computer-generated design solution: Kiev Sales Center 1st floor, east

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Environmental Graphics: Russia

H e r b a l i f e Branding

HERBALIFE Sales Center: Kiev, Ukraine: First Floor Plan B3b

B3a

B3c

B3d

B3e

B3f

B10 B9

A2 A1 A3

B8 C1

C2 D1

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Environmental Graphics: Ukraine, Kiev

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Environmental Graphics: Russia

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Applications

Distributor Education

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Distributor Education

Standard

Vertical

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Distributor Education

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Distributor Education

1 line title goes here

Scenario: Rules of Conduct and Distributor Policies

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Distributor Education

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Applications

Brand Image

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Brand Photography

Models: Groups (studio) 12 Models: 500-700 per day + Rights Release

1. Nationalities a. Latin b. Causcasian c. Afro American d. Asian

Latin Female

Latin Male

25-35

Consumer/Distributor

3. Causian Female

25-35

Consumer/Distributor

2. Age groups a. 21-35 b. 40-50 c. 60+ 3. Roles a. Consumer b. Distributor c. Professional d. Athlete

4. Model Traits a. Smile b. Fit c. Attractive d. Excited

Causian Male

25-35

5. Afro-American Female 40-50 6. Afro-American Male 7.

Asian Female

Asian Male

Latin Female

Consumer/Distributor

Consumer/Distributor Business Op/Professional

40-50

25-35

Consumer/Distributor

25-35

60+

Business Op/Professional

Consumer/Distributor

Business Op/Professional

10. Latin Male

60+

Business Op/Professional

11. Causian Female

40-50

Business Op/Professional

12 Causian Male

40-50

Business Op/Professional

25-35

Consumer/Distributor

Optional

13. Indian Female

14. Indian Male

25-35

Consumer/Distributor

Budget Cost estimate: Models: 8500.00 per day, Release Rights: 6000.00 - 10,000.00

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Brand Brochure

? Who is the Brand

“I AM the Brand”

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“I AM the Brand”

H e r b a l i f e Branding

“I AM the Brand”

The Herbalife Brand Begins with

YOU

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Brand Brochure

“Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor.”

“I AM the Brand”

“Veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor.”

“Accum veros nonulla ndrerit landre ex er sim vullums andiam.” “I AM the Brand”

“Cumveros nonulla ndrerit landre ex er sim andiam elit prat ut lor.” “I AM the Brand”

“Eex er sim vullums andiam elit prat ut.” “I AM the Brand”

What is the Brand?

What is the Herbalife Brand?

Vision

How to be the brand

Use. Wear. Talk

Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erosti-

At lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum

Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erosti

Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erosti-

sisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat

sisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at.

esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat.

• sisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu

• Duissed euguero eraesequi tat. Pat vulputet autat prat adion vendigniam, sequisis nissi tio consent iriuscin essisit veliquat nos

Mission

sisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat.

Pat vulputet autat prat adion vendigniam, sequisis nissi tio consent iriuscin essisit veliquat nos ad magnibh ent diatis et aciliqui bla feum nit lam

• feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat.

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One Brand. One world Millions of voices. Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat prat adion vendigniam, sequisis

• Pat vulputet autat prat adion vendigniam, suisis nissi tio consent iriuscin essisit veliquat nos ad magnibh ent diatis et aciliqui bla feum nit lam • Giatis nostrud tis non vercilit ad te eui te mod tio odo consequisim exerci bla consequatem zzril

“I AM the Brand”

“Veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor.”

nissi tio consent iriuscin essisit veliquat nos .

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Brand: Posters

GO AHEAD... MAKE MY SHAKE

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Brand: Posters

HAPPYBIRTHDAY

19th MAY

Oxana Davydova: Born May 19th

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Brand: Posters

Herbalife racing StormS indy500

NUTRITION FOR A BETTER LIFE

• Two Herbalife-sponsored drivers: E.J. Viso and Townsend Bell • Herbalife-branded cars • The world’s biggest single-day sporting event

... AND A BETTER GAME.

• Sunday, May 24, 2009: A landmark moment in Herbalife’s amazing history

Herbalife Racing arraSa con el indy500 • Dos pilotos patrocinados por Herbalife: E.J. Viso y Townsend Bell • Carros de carrera con la marca de Herbalife • El evento deportivo más grande del mundo en un solo día • Domingo, 24 de mayo del 2009: Un momento impactante en la sorprendente historia de Herbalife

H e r b a l i f e Branding

Leo Messi Awarded the FIFA Club World Cup Golden Ball in 2009. Herbalife is the proud Nutrition Sponsor of Leo Messi.

These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. Estas declaraciones no han sido evaluadas por la Food and Drug Administration. Este producto no tiene el propósito de diagnosticar, tratar, curar ni prevenir enfermedad alguna.

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Applications

Branding Brochures

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Brand Brochure

Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nu

The Power of You

company

communicate

The Power of the Brand

Rit accum veros nonulla ndrerit landre ex er sim vul-

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eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat lla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat

individual

Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor

activate

H e r b a l i f e Branding

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Brand Brochure

company

The Power of Herbalife Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat

communicate

The Power of a Million Voices Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat

Rit accum veros nonulla ndrerit landre ex er sim vullums andiam elit prat ut lor ad delenit ip erostisisit irit, con eros augait nullaor eetuero dolummy nos dionse mincilit, sum esed delit nulla feu feum dipit iriuscilit aciduipis dunt augue dolorper at. Duissed euguero eraesequi tat. Pat vulputet autat

The Power of Messaging

activate

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Brand Brochure

(work) (together) (supporting) (positive) (change)

moving the brand in a (positive) direction

(supporting) the brand is a two-way street

Whether you’re new to Herbalife or you’ve been a Distributor for years, you can kick start your business with the Herbalife Basics.

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Our commitment begins with our independent distributors and our employees who embrace a healthy, active lifestyle supported by our products.

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Brand Brochure

Shirts. Caps. Sweats. Cycling jerseys. And more. Wearing Herbalife apparel gets you noticed. Build your business even when you’re not “working.” It’s easy to look great with Herbalife-branded items any place, any time.

Be a product of the products. People will notice your results. Tell your story. Encourage others to try the products. You’ll share the gift of Herbalife and change lives.

USE

WEAR

• Place an Herbalife sign or wrap on your car

We’re a face-to-face business, driven by a commitment to change lives. Share your passion for Herbalife. Inspire others. Meet. Connect. The more people you tell, the easier it is.

TALK

• Display Herbalife-branded accessories • Wear the button with pride--it’s an easy way to start a conversation • Take your Herbalife shaker cup wherever you go • Have samples with you at all times • Replace products you’re taking with Herbalife products • Build personalized wellness goals for yourself and create your success story • Find out what your potential customers want: to lose weight, to earn money, to achieve better health?

• Start with a list of everyone you know—ask for referrals • Strike up conversations at sporting events, the gym, park, store -- everywhere • Carry Herbalife business cards, marketing materials and before/after photos • Go to MyHerbalife.com for tools, assets and marketing resources

The Power of the Brand

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Brand Brochure

One brand, millions of voices. And it all starts with…you.

You are the Brand

USE WEAR TALK

Nutrition for a better life.

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You are the Brand

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Brand Brochure

As an Independent Herbalife Distributor, you’re one of over two million voices dedicated to a healthy, active life. You represent Herbalife and your words, actions and appearance have a powerful impact. The products you Use; the clothing, buttons, bags and accessories you Wear; and the way you Talk leave a lasting impression. These three pillars of success are helping people all over the world build their businesses and achieve their dreams.

•

Take your Herbalife shaker cup wherever you go.

•

Have product samples with you at all times

•

Replace the products you’re using with Herbalife products

•

Build personalized wellness goals for yourself and create your success story

•

Find out what your potential customers want: to lose weight, to earn money, to achieve better health

It’s simple, and it works! And when you conduct business with honesty and integrity, our brand shines.

USE

The best way to know the products is to use them. Drink the shakes, take the vitamins and eat the snack bars as part of an active life including regular exercise. Consuming the products will make you feel and look better and your customers, family and friends will notice the change.

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• Be a product of the products. • Tell your story. • Encourage others to try the products. • You’ll share the gift of Herbalife and change lives.

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Brand Brochure

•

Display Herbalife-branded accessories

•

Wear the button with pride--it’s an easy way to start a conversation

•

Place an Herbalife sign, wrap or license plate frame on your car

•

First impressions matter, so take pride in your appearance!

WEAR

Build your business even when you’re not “working.” Wearing Herbalife apparel gets you noticed. It’s easy to look great with Herbalife-branded items any place, any time.

140

Customers will pay more attention to your message if they see you looking great in branded company shirts, caps, sweats, cycling jerseys and more.

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Brand Brochure

• Stay involved by going to meetings as often as you can

• Start with a list of everyone you know— ask for referrals

• Strike up conversations at sporting events, the gym, park, store -- everywhere

• Carry Herbalife business cards, marketing materials and before/after photos

• Go to MyHerbalife.com for tools, assets and marketing resources

TALK

Know Herbalife and know the products. Communicate with integrity and honesty. Be a trusted resource and avoid making false claims about the products. Don’t pose as a medical expert when discussing the products. How you frame the message is as important as the message itself.

We’re a face-to-face business, driven by a commitment to change lives. Share your passion for Herbalife. Inspire others. Meet. Connect. The more people you tell, the easier it is.

VISION

MISSION

Our Vision Changing people’s lives.

Our Mission To change people’s lives by providing the best business opportunity in direct selling and the best nutrition and weight-management products in the world.

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VALUES

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Applications

Brand Advertising

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Corporate Ads

$2.7 BILLION

$4.3 BILLION

$2.7 billion net sales in 2010. Seven consecutive quarters of doubledigit net sales growth (Q4 ‘09 – Q2 ‘11). NYSE: HLF

$4.3 Billion Retail Sales in 2010 NYSE: HLF

RETAIL SALES

NET SALES

THE BEST NUTRITION

Herbalife® protein shakes and nutrition products are based on proven science to help you lead a healthy, active life.

THE biggest heart The Herbalife Family Foundation helps support more than 65 children’s charity programs around the world.

We’ve Balanced THE BEST

2.3 MILLION DISTRIBUTORS

NUTRITION, SCIENCE, COMPANY & OPPORTUNITY

Herbalife® products are sold exclusively through a network of 2.3 million Herbalife Independent Distributors in more than 75 countries.

100+ TEAMS AND ATHLETES

Herbalife protein shakes and nutrition products combine the best of Science and Nature to help you lead a Healthy, Active Life.

Used by more than 100 Herbalife-sponsored teams and athletes around the world, including LA Galaxy and FC Barcelona.

Shake Up Your World Today

2.3 MILLION DISTRIBUTORS Available exclusively through 2.3 million Distributors in over 75 countries.

100+ TEAMS & ATHLETES Used by more than 100 Herbalife-Sponsored teams and athletes around the world.

www.facebook.com/Herbalife

facebook.com/Herbalife

Nutrition for a better life. Nutrition for a better life.

Nutrition for a better life.

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Corporate Ads

$4.3 BILLION

2.3

$4.3 Billion Retail Sales in 2010 NYSE: HLF

Available exclusively through 2.3 million Distributors in over 75 countries.

MILLION

100+ Used by more than 100 Herbalife-Sponsored teams and athletes around the world.

SHAKE up your world with us.

Millions of people around the world have. Protein shakes and other nutrition products, sold exclusively through a network of 2.3 million Herbalife Independent Distributors in over 75 countries.

Millions of people around the world have. Protein shakes and nutrition products, sold exclusively to you through a network of 2.3 million Herbalife Independent Distributors in over 75 countries.

www.facebook.com/Herbalife

Nutrition for a better life.

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www.facebook.com/Herbalife

Nutrition for a better life.

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Corporate Ads

Leo Messi and millions worldwide enjoy Formula 1 shakes.

Millions of people around the world have. Formula 1 – Our #1 selling nutrition product, sold exclusively through a network of 2.3 million successful Herbalife Independent Distributors in 76 countries.

Formula 1 – Our #1 selling nutrition product, sold exclusively through a network of 2.3 million successful Herbalife Independent Distributors in 76 countries.

Find us on www.facebook.com/Herbalife Follow us on www.twitter.com/#1/herbalifehq

Leo Messi Soccer player with FC Barcelona and two-time FIFA World Player of the Year

Find us on www.facebook.com/Herbalife

The Leo Messi Foundation and Herbalife join in supporting children around the world.

Nutrition for a better life.

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Corporate Ad

Your Good Health Is Easy With Our Formula 1 Healthy Meal

Formula 1 Healthy Meal Nutritional Shake Mix A healthy meal with up to 19 vitamins,minerals and essential nutrients. 9g of protein and healthy fiber helpsupport weight management. 0 cholesterol; 0 trans fats. 7 Flavors: Cafe Latte Cookies ‘n Cream Dutch Chocolate French Vanilla Kosher Piña Colada Tropical Fruit Formula 1 Healthy Meal Nutritional Shake Mix A healthy meal with up to 19 vitamins,minerals and essential nutrients. 9g of protein and healthy fiber helpsupport weight management. 0 cholesterol; 0 trans fats. 7 Flavors:

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Wild Berry

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Brand Icons

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Applications

Product Brand

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H24 Marketing Materials Herbalife24 Brand Standards: Style Guide

Logo Primary Logo

™

The Herbalife24 product logo includes four ™ key components:

™

HERBALIFE24

Herbalife Wordmark (with ®)

Brand Standards

™

24 Logotype (with ™) Dynamic Flag (pms 368)

™

Product Tagline (with ™)

™

The logo should appear in full in most-use instances.

Use this guide to help you create successful marketing materials, applying the design and

™

branding vision for Herbalife24.

™

Optional-use Under special fabrication restrictions (apparel, ™ promotional items), the product logo can be used without the product tagline or the dynamic flag.

™

Required: Herbalife wordmark (with ®) 24 logotype (with ™)

™

™™

™ Note: Register marks and trademarks should always appear with product logo.

™

™ ™

™

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs™ & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, ™ TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

| version 1.0 | June 2011

™

Herbalife24 Brand Standards Version 1.0 | June 2011

™ 149

™

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™

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H24 Marketing Materials Herbalife24 Brand Standards: Brand Inspiration

Print Poster Herbalife24 Brand Standards: Brand Inspiration

Print Brochure Marketing Brochure Template A C D

Brand Posters

Brand Poster : Alternate versions (size 24” x 36”)

Brochure Spread Required elements:

A - Flag Graphic

Alternate versions

B - Herbalife24 Primary Logo

C - Descriptor line

A - 5 line headline

Font: Eurostyle LT Std Extended 24pt Black, 24 copy in PMS 368

D - Headline

Font: Eurostyle Lt Std Bold Ext2 16pt

E - Body Copy

Font: Eurostyle Lt Std Condensed 11pt on 14pt leading

There’s noThing rouTine abouT you

Gain the Competitive advantaGe

B -3 line headline

Re define youR at hl e t ic suc ce ss w i t h

t h e o n ly com preh ensiv e perform a nce

t he only c omp Rehe nsi v e p eRfoRm a nce

n u t rit io n l in e em pow ering at h l et es

nu t Ri t ion l ine e mp o w e Ring at hl e t e s

24-hou rs a day.

p e r f o r m a n c e w i t h t h e o n ly

24-houRs a day.

comprehensive nutrition line f o r t h e 2 4 - h o u r at h l e t e .

F - Chart headers

™

Font: Eurostyle Lt Std Bold 12pt on 15pt leading 24-Hour Nutrition Support and Product Use Guide

™

G, H - Charts

Redefin e you r at h l et ic success w it h

Gain confidence in your

Optional elements in page layouts:

for you, iT’s beyond winning

Cap height starts 11” from top of page. Type sizes and spacing stays same as 4-ine headline version

™

C - 2-5 line headline

I - Product Shot

Individual product shots.

J - Product Description Header

Font: Eurostyle Lt Std Bold Ext2 10pt on 13.5pt Leading Color to match product color coding. Formula 1 Sport, Rebuild Endurance, Rebuild Strength uses Micro Technic Extended on second word.

K - Secondary Copy

Font: Eurostyle Lt Std Condensed 9pt on 11pt leading

L - Bullet Copy

Font: Eurostyle Lt Std Condensed 8pt on 12pt leading Bullets: Zapf Dingbats squares 4pt on 12pt leading

See Dot Elements. Used on side of page. 10% Black

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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Training Flyers

PERFORMANCE NUTRITION DEFINED

The race is in you

Redefin e your at hl et ic success w it h

K e e p pa c e w i t h y o u r pa s s i o n t h r o u g h

the only comprehensive performance

t h e o n ly c o m p r e h e n s i v e p e r f o r m a n c e

n u t rit io n l in e em pow ering at hl et es

n u t r i t i o n l i n e e m p o w e r i n g at h l e t e s

24-hours a day.

2 4 - h o u r s a d ay.

nu t Ri t ion l ine emp o w e Ring at hl e t es 24-houRs a day.

™

Required elements for flyer page layouts:

B - Training Sign-off Bar C - Header Font: Helvetica Neue LT W1G Font 18pt Color: 30% Black

D - Subhead Font: Eurostyle

Color: 50% Black

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

Optional elements for flyer page layouts:

E - Product Subhead Arial Font 24pt

Refer to product line color palette

F - Body Copy Eurostyle font used at sizes between 7-9pt G - Product Images/Photography H24 product images / stock photography from the H

Herbalife24 image library.

H - Graphs/Diagrams H24 graphs/diagrams from the Herbalife24 image library.

I - QR Code Placement of code at top or bottom of page.

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

Herbalife24 Brand Standards Version 1.0 | June 2011

Cap height starts 13.5” from top of page. Font: Eurostyle Lt Std Bold Ext2 70pt on 86pt leading (all else stays same proportions as 4-line version). (longest line lenght max 8 chraracters - not to exceed gradaion bar)

Cap height starts 13.5” from top of page. Font: Eurostyle Lt Std Bold Ext2 106pt on 122pt leading (all else stays same proportions as 4-line version). F - 2-5 line headline (longest line lenght max 14 chraracters - not to

A - Training Header I

Cap height starts 13.5” from top of page. Font: Eurostyle Lt Std Bold Ext2 80pt on 96pt leading (all else stays same proportions as 4-line version).

Redefine youR at hl e t ic suc cess w i t h

E - 2-5 line headline

Uncompromising sports nUtrition t he only c omp Rehensi v e p e RfoRm a nce

Herbalife24 Flyer

(longest line lenght max 10 chraracters - not to exceed gradaion bar)

Herbalife24 Brand Standards: Brand Inspiration

Individual Product Fact Sheets

D - 2-5 line headline (longest line lenght max 11 chraracters - not to exceed gradaion bar)

M - Dots

(longest line lenght max 9 chraracters - not to exceed gradaion bar) Cap height starts 13.5” from top of page. Font: Eurostyle Lt Std Bold Ext2 88pt on 104pt leading -30 tracking (all else stays same proportions as 4-line version).

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exceed gradaion bar)

Cap height starts 13.5” from top of page. Font: Eurostyle Lt Std Bold Ext2 53pt on 69pt leading (all else stays same proportions as 4-line version). Herbalife24 Brand Standards Version 1.0 | June 2011

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H24 Marketing Materials

DOUB

22:37

H24FIT

HIP ADDUCTION

22:37

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H24 Marketing Materials

Corporate Name

Product Name

H E R B A L I F E

H24FIT H E R B A L I FE

H24FITNESS

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H24 Marketing Materials

™

HERBALIFE24 Exercise DVD ™

DVD Education Materials (samples) Product Training Sheet

H24FIT DVD

Product Testamonials

H24FIT DVD

Training Certificate

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Product Fact Sheet

H24FIT Exercise 12

Business Tools

H24FIT Exercise 12

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H24 Marketing Materials

™

HERBALIFE24 Exercise DVD ™

DVD Marketing Materials, Web Banners (samples) HL.com: 730 x 415 px

HL.com: 625 x 390 px A unique fitness program designed to build your body intelligently to enable sustained and effective workouts.

External: 160 x 600 px

External: 160 x 300 px

External: 726 x 90 px

MyHL_Sports.com: 660 x 339 px A unique fitness program designed to build your body intelligently to enable sustained and effective workouts.

MyHL.com: 249 x 322 px

MyHL.com: 235 x 235 px

A unique fitness program designed to build your body intelligently to enable sustained and effective workouts.

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A unique fitness program designed to build your body intelligently to enable sustained and effective workouts.

MyHL.com: 215 x 215 px

A unique fitness program designed to build your body intelligently to enable sustained and effective workouts.

MyHL.com: 80 x 80 px

H e r b a l i f e Branding

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H24 Marketing Materials

™

HERBALIFE24 Exercise DVD ™

DVD Marketing Materials (samples) Product Poster: 24” x 36”

Post Card: 7” x 5”

E Card: 486 x 757 px

™

H E R B A L I F E

H24FIT

™

H E R B A L I F E

H24FIT

H24FITNESS Product Flyer: 8.5” x 11”

Product Flyer: 8.5” x 11”

™

Take ReBUILD STReNGTH The new product, a DVD-based workout system, was developed by a prominent physical therapist who has had great success in training and optimizing workouts for athletes and couch potatoes alike. The system is designed to build up joints and muscles gradually to lay a foundation for greater physical activity. The three phased approach will allow the trainee to build up their body in a healthful, measured way that will allow them to sustain and build rather than burst and burn out.

H24FITNESS

The branding within the DVD will be Herbalife24 and the nutrition guide will include HL24 product. The DVD is an Herbalife product/SKU, but visually it will be consistent with the HL24 Take ReBUILD STReNGTH The new product, a DVD-based workout system, was developed by a prominent physical therapist who has had great success in training and optimizing workouts for athletes and couch potatoes alike. The system is designed to build up joints and muscles gradually to lay a foundation for greater physical activity. The three phased approach will allow the trainee to build up their body in a healthful, measured way that will allow them to sustain and build rather than burst and burn out.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. All Herbalife24 products are tested by the Banned Substance Control Group, an independent laboratory.

The branding within the DVD will be Herbalife24 and the nutrition guide will include HL24 product. The DVD is an Herbalife product/SKU, but visually it will be consistent with the HL24

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H24 Marketing Materials

™

HERBALIFE24 Exercise DVD ™

DVD Product Guide (sample) H24 Product Guide: 21.5” x 10” two-fold to 7”x 10” Qnty: 50,000

Product Guide

H24FIT 2 5 6

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H24 Marketing Materials

Herbalife24 Brand Standards: Brand Inspiration

New Media Mobile Website PerformanceNutrition.Herbalife.com

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ÂŽ, TN, TM-MC, ÂŽ-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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H24 Marketing Materials

Herbalife24 Brand Standards: Brand Inspiration

New Media Web Banners

Event Event Graphics Event: Tour of California Animated Web Banner 728 x 90 px Frame 1

H24 Trailer and Lockers

H24 Cycling Gear

Frame 2

Frame 3

Frame 4

H24 Product Signage Frame 5

Animated Web Banner 200 x 180 px

Frame 1

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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Frame 2

Frame 3

Frame 4

Frame 5

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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H24 Marketing Materials

Herbalife24 Brand Standards: Brand Inspiration

Event Vehicle Wraps Herbalife24 Brand Standards: Brand Inspiration

Herbalife24 Tahoe Pickup Truck

Event Vehicle Wraps Herbalife24 Mobile Event Trailer

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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H24 Marketing Materials Herbalife24 Brand Standards: Brand Inspiration

Event Apparel Men’s and Women’s Cycling Gear - Black

Herbalife24 Brand Standards: Brand Inspiration

Event Promotional Items PMS 368

H24 Water Cooler

H24 Water Bottle

WHITE

H24 Water Cup

FORMULA 1 SPORT HYDRATE PREPARE PROLONG REBUILD ENDURANCE REBUILD STRENGTH RESTORE

Jersey - Back

Jersey - Front

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

Herbalife24 Brand Standards Version 1.0 | June 2011

Jacket - Front

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FORMULA 1 SPORT HYDRATE PREPARE PROLONG REBUILD ENDURANCE REBUILD STRENGTH RESTORE

Shorts - Back

Shorts - Front

Shorts - Side

Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately, consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example: ®, TN, TM-MC, ®-MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction.

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Vest - Front

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Applications

Brand Motion

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Corporate Brand Storyboard

World Class Performance

1. Montage of INDY racing (still photos) 0:4 sec

2. Text zooms forward... off the screen 0:1.5 sec

3. Logo zooms forward... off the screen 0:1 sec

4. Tri-leaf zooms forward... off the screen 0:0.5 sec transition

7. Logo zooms forward... off the screen 0:1 sec

8. Tri-leaf zooms forward... off the screen 0:0.5 sec transition

11. Logo zooms forward... off the screen 0:1 sec

12. Tri-leaf zooms forward... off the screen 0:0.5 sec transition

World Class Nutrition

5. Montage of Cycling (still photos) 0:4 sec

6. Text zooms forward... off the screen 0:1.5 sec

World Class Endurance

9. Montage of LA Galaxy (still photos) 0:4 sec

10. Text zooms forward... off the screen 0:1.5 sec

World Class Athletes

13. Montage of FC Barcelone (still photos) 0:4 sec

14. Text zooms forward... off the screen 0:1.5 sec

Nutrition for a better life.

15. Logo zooms forward... off the screen 0:1 sec

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16. End tag line. Herbalife “Nutrition for a better life” 0:2.5 sec transition

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International (China) Products Storyboard

1. Open in Nutrition club

2. Interaction at N.C.

3. Detail Drinking F1

4. Leaving Nutrition club

5. Detail of walking outside

6. Wide shot of walking outside

7. Work at desk (product on desk)

8. Working with group

9. Enters home (modern, spacious)

10. Kisses child

11. Stretching in garden

12. Tea in garden (HL sports bottle)

13. Exits house

14. Enters Car

15. Detail in car (sheâ&#x20AC;&#x2122;s driving)

16. Entering party

17. Greeted by crowd

18. End glance into camera

19. Product shots (optional)

20. End title shot

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Corporate Brand Sponsorship: Storyboard

:30 sec, Multiple-Sport Messi

1. Messi in uniform is sitting on a sports bench. (empty background)

2. Close up of Messiâ&#x20AC;&#x2122;s eyes as though he is imagining something.

3. In his mind, we go back in time to Messi scoring a goal.

Messi establishes his soccer skills (pick up footage)

4. Messi kicks

5. Goalie misses

6. MESSI SCORES!

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Corporate Brand Sponsorship: Storyboard

:30 sec, Multiple-Sport Messi

7. We again see Messi sitting on the bench.

8. Cut to tighter shot of Messi drinking shake.

9. Another cut as Messi puts on goggles.

Messi drinking a shake

10. Using his hands, Messi pushes off the bench, lunging toward the camera.

11. Messiâ&#x20AC;&#x2122;s jersey wipes the scene.

12. Wide shot of Messi taking off and going down a ski jump.

(scene is stock footage with skier with computer-added jersey or shot with double)

Messi Commercial version 1.0

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Corporate Brand Sponsorship: Storyboard

:30 sec, Multiple-Sport Messi

13. Messi hits the end of the ramp.

14. On skis, Messi is flying through the air.

15. Messi lands the jump.

17. Messi smiles as he lifts up his goggles.

18. With goggles now on top of his head, drinks a shake

The Race

16. Messi comes to a screeching stop, spraying snow.

Spot ends with Messi drinking a shake

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Corporate Brand Sponsorship: Storyboard

:30 sec, Motivated by Messi

1. Dressed in a Messi jersey, a ‘couch potato’, middle-aged Fan is in his living room watching Messi on TV.

2. Messi makes a great play.

4. Fan is so excited he jumps up and starts to mimic the Messi move.

5. Fan tries to do the kick.

3. Fan gets excited as Messi makes a great play.

Messi establishes his soccer skills

6. The fan crashes to the floor. Unsuccessful.

Motivated by Messi

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Corporate Brand Sponsorship: Storyboard

:30 sec, Motivated by Messi

7. Close up of fan as he has an inspirational idea.

8. Fan starts on a “Healthy, Active Life” program.

Fan embraces, Healthy Active Life

10. Fan starts Doing more strenuous workouts.

9. Fan startds drinking Herbalife Protein Shakes.

Fan drinks Shake

11. Fan starts jogging, always getting stronger.

Motivated by Messi

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12. Cut to Messi jogging in the opposite direction.

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Corporate Brand Sponsorship: Storyboard

:30 sec, Motivated by Messi

13. Messi and the fan come face-to-face. The Fan is shocked!

14. Cut to close up of Fan’s eyes.

15. Cut to close up of Messi’s eyes.

16. Messi and the Fan have a shake together.

17. Messi smiles at the fan as he gets ready to start his workout again.

18. As Messi runs off, the Fan turns to the camera whit a huge grin and Messi’s Autograph on his forehead.

Fan and Messi drink Shakes

Motivated by Messi

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits

1. Athlete is riding in a pack.

2. Close up of the Athlete.

3. Athlete begins to make his move to the front. (Break away)

5. Athlete looks back at pack. (Did he break too soon? he wonders)

6. Sign post warns of Brick wall (His personal limit)

The Race

4. Athlete breaks into the lead.

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits

7. Wall zooms up (fast speed)

8. Impact is coming.

9. Close up of Athlete just before he hits.

11. Wall explodes

12. Transitions to a vortex.

The Wall

10. Wall begins to disintergrate.

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits

13. Athelete is transported to the beginning of the previous day. (Beginning of the flashback to his training routine)

14. Athlete smashes his alarm clock. It reads 4am

15. Transition to sunrise

The Flashback

PREPARE 16. Cut to early morning workout routine.

PREPARE 17. Cut to him doing sit ups.

18. Athlete stands and drinks.

The Routine

PREPARE

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits

HYDRATE 19. Transition to him at beach ready for swim

STRENGTH

22. Cut to Athlete doing exercises.

HYDRATE 20. Cut to adjusting goggles, then he runs into ocean.

21. Transition to sun. It’s higher in sky.

STRENGTH

23. Cut to lifting weights

24. Transition to sun. It’s higher and bigger in sky.

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits

PROLONG

25. Athlete looks at sun then take another drink.

26. Transition to Athlete running down road. Afternoon sun.

27. Transition to playing soccer. Afternoon sun.

28. Transition to riding mountain bike at sunset.

29. Athlete looks at sun then take another drink.

30. Transition to moon rise.

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits

ENDURANCE

RESTORE

31. Transition to Athlete running up stairs. Evening.

32. Cut to Athlete running down street.

33. Transition to Athlete runs into bedroom and slams his head on pillow.

34. Explosion vortex begins.

35. Transition back to Athlete riding in race.

36. Athlete looks back at the field.

Back to the Race

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H24 Storyboard

Herbalife24 :30 sec, The break-away, pushing your limits FORMULA 1 HYDRATE PREPARE

PROLONG ENDURANCE STRENGTH RESTORE 37. Athlete opens up a huge lead.

38. Athlete crack a small grin.

39. Transition to list of products. animated onto screen.

41. Transition to vortex blasting screen.

42. Transition to HL24 logo.

The Win

NUTRITION FOR THE 24-HOUR ATHLETE

40. Transition to tagline.

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H24 Storyboard

Herbalife24 :30 sec Commercial, Impulse sounds

13. Electrical current with the Name of product. It reacts to the sounds.

14. Still Photo

15. Still Photo

Sound Effects: Runners and crowds

16. Electrical current with the Name of product. It reacts to the sounds.

17. Still Photo

18. Still Photo

Sound Effects: Swimming, cheering, splashing, breathing, heartbeat.

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H24 Storyboard

Herbalife24 :30 sec Commercial, Impulse sounds

19. Electrical current with the Name of product. It reacts to the sounds.

20. Still Photo:

21. Still Photo:

Sound Effects: Runners and crowds

NUTRITION FOR THE 24-HOUR ATHLETE

Exclusively through herbalife Independant distributors

22. Electrical current with the tag line

23. HL24 logo Resolves

24. Corporate logo.

Sound Effects: Sports, Sports, Sports

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