GR 604 | A Re-branding Project for Burt's Bees. by Divya Kotwani

VISUAL STRATEGY GUIDE A RE-BR ANDING PROJEC T FOR BURTâ&#x20AC;&#x2122;S BEES

VISUAL STRATEGY GUIDE The main objective of the Visual Strateg y Guide was to ser ve as an informational guide to understanding the brandâ&#x20AC;&#x2122;s history, soul and mission statement. Once this was established, it was used in assessing design decisions to further expand on all future deliverables.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

“We take from nature, so we must respect and preserve it.” — ROX ANNE QUIMBY, CO -FOUNDER

TABLE OF CONTENTS

BRAND INTRODUCTION

Our History Our Timeline

02 07 09 10

OUR FUTURE

Our New Mission Re-branding Objective Brand Keywords Past & Future Audience Profiles

13 15 16 19 20 22

BURT’S BEES | VISUAL STRATEGY GUIDE

BRAND COMPETITORS

Current Competitors Adjacent Competitors Aspirational Competitors Brand Buzz Words

31 32 34 36 39

If we lose bees, we may be looking at losing apples and oranges. We may be looking at losing a great deal of other crops, as well, and other animals that depend on those crops. —ANNALEE NEWITZ , AMERICAN JOURNALIST

01 06

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

BRAND INTRODUCTION

Our History Our Timeline

09 10

BRAND INTRODUCTION | OUR HISTORY

OUR HISTORY

Burt’s Bees is an American personal care products company that markets its products internationally. The company is a subsidiary of Clorox that describes itself as an “Earth-friendly, Natural Personal Care Company” making products for personal care, health, beauty, personal hygiene. Its products are redistributed globally. Burt’s Bees manufactures products with natural ingredients, using minimal processing, such as distillation/condensation, extraction/steamed distillation/pressure cooking and hydrolysis, to maintain the purity of ingredients. In addition, every product has a “natural bar” which gives a percentage of natural ingredients in that product, often with detailed ingredient descriptions. Burt Shavitz and Roxanne Quimby created Burt’s Bees in the early 1980s. In their former lives, Burt worked as a photojournalist in Manhattan, and Roxanne was an artist living in San Francisco. Each left behind the harried pace of city life to seek—and eventually find—freedom in the remote, pristine wilderness of Maine. Originating in Maine in the 1980s, the business began when co-founder Roxanne Quimby started making candles from Burt Shavitz’s leftover beeswax. This eventually led to the bottling and selling of honey by the two co-founders, a practice that slowly diminished as the company evolved as a corporation. Eventually, other products using honey and beeswax, including edible spreads and furniture polish, were sold, before a move into the personal care line. Burt and Roxanne valued the simple life, and knew the importance and personal worth of staying connected to nature. Their lifestyle was low-impact, and socially and environmentally conscious. As back-to-basics, DIY types, they were ahead of their time—their approach is as compelling now as ever.

BURT’S BEES | VISUAL STRATEGY GUIDE

OUR TIMELINE

This is a visual representation of the brand history on a horizontal timeline with corressponding photos, highlighting significant milestones in the brand’s evolution.

1998 The award winning Lemon Bu*er Cuticle Cream is introduced and marks Burt’s Bees expansion into personal care. The company now offers over 100 natural care products.

1984 Maine artist Roxanne Quimby meets local beekeeper Burt Shavitz and they begin working together making and selling candles.

1991 Roxanne perfects a 19th century recipe from a farmer’s journal and Burt’s Bees Beeswax Lip Balm is introduced. It quickly becomes a best seller and still is today.

1999 Burt’s Bees goes global, opening offices in the UK, Ireland, Canada, Hong Kong, and Taiwan.

2002 Burt’s Bees launches its first toothpaste, shampoo, and infant personal care product line, Baby Bee.

2003 Lip Shimmers are released. Profits are used to preserve a forest in Maine, marking the beginning of a relationship with The Nature Conservancy.

BRAND INTRODUCTION | OUR TIMELINE

2007 The Clorox Company purchases Burt’s Bees. The company offers 197 products at this time for facial and body skin care, lipcare, hair care, baby care, men’s grooming, and outdoor remedies.

2008 Burt’s Bees collaborates with the Natural Products Association to develop the Natural Standard for Personal Care Products.

2011 Burt’s Bees is named #1 in a Green Brands Survey. The company sends zero waste to landfill by turning waste byproducts into biomass-based fuels, electricity, and cement.

2015 Burt passes away, remembered as a wildbearded and freespirited Maine man, a beekeeper, a reverent observer of nature.

2017 Burt’s Bees introduced a full cosmetics line, including products such as foundation, mascara, eye shadow, and blush.

2020 Takes on a new identity with revised brand mission aimed at emphasizing our symbiotic relationship with nature.

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OUR FUTURE

Our New Mission Re-branding Objective Brand Keywords Past & Future Audience Profiles

15 16 19 20 22

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

OUR FUTURE | OUR NEW MISSION STATEMENT

OUR NEW MISSION STATEMENT

By preserving bees, we aim to cultivate sustainable practices so that we may create a flourishing world for all beings.

BURT’S BEES | VISUAL STRATEGY GUIDE

RE-BRANDING OBJECTIVE

The new brand redesign will continue to reflect the original core values of feeling a sense of responsibility towards the earth, as stewards of this land, and taking the company further into future expansions. The goal is to give the brand a more contemporary identity and widen the brand reach, so that we may appeal to a more extensive audience, whilst highlighting our symbiotic relationship with nature. Burt’s Bees is also dedicated to promoting green initiatives and sustainability efforts in producing, packaging as well as through all other collaborations and operations. Warm, bright, energetic colors have been carefully chosen to give the feeling of community being inspired to come together and create a more flourishing world for all of earth’s inhabitants.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

OUR FUTURE | BRAND KEYWORDS

BRAND KEYWORDS

Three brand keywords were chosen that help reflect the rebranding narrative. The qualities of these keywords need to be taken into consideration while making any decisions for all future possibilties of the brand deliverables.

We are all interdependent on one another for survival. The symbiotic relationship between bees and flowers is a perfect example of our interconnectedness, & how we benefit from that symbiotic relationship of bee pollination.

Our future depends on the sustainable work we do today. In order to have healthy communities, we need clean air, clean water, natural resources, and a non-toxic environment. Reduce, Reuse, Recycle.

Burtâ&#x20AC;&#x2122;s Bees has always had an extremely loyal following and has really embraced the concept of the consumer voice. The brand voice is also backed by their downto-earth mascot, the late Burt Shavitz, the iconic bearded man behind the brand.

SYMBIOSIS

SUSTAINABILITY

INTEGRITY

BURT’S BEES | VISUAL STRATEGY GUIDE

OUR PAST

Our past brand was targeted mainly to serve the early stages of womanhood with inherently more traditional values, who cared for natural products but didn’t give much importance to sustainability, because life was simpler back then. Keywords: Natural, Traditional, Caring

BURT’S BEES

OUR FUTURE | PAST & FUTURE

OUR FUTURE

Our new brand aims at emphasizing the importance of a sustainable lifestyle, and focuses on what it takes to cultivate healthy communities, that recognize and nurture our interdependence and interconnectedness. Keywords: Symbiosis, Sustainability, Integrity

BURTâ&#x20AC;&#x2122;S BEES

BURT’S BEES | VISUAL STRATEGY GUIDE

AUDIENCE PROFILES

Burt’s Bees is an American personal care products company that markets its products internationally. Keeping this in mind, we selected our six personas that are found all over the globe.

Identifying and understanding a target audience provides a clear focus of whom our business will serve and why these consumers need our products or services.

MICHELLE RICHARD The Explorer

Traits 1. Michelle loves to take photographs of women around the world, see how they live, and then write about them in her blog, because she is interested in the upliftment of society. 2. She always buys organic food because she believes in respecting nature, and cares for her own health and her family’s health. 3. Michelle puts in the effort necessary to maintain a positive attitude because she believes that’s good for the mind, body and soul. 4. She often visits the local farmer’s market because she prefers local fresh produce, and like’s to buy local honey. 5. In her free time, she loves to visit the beauty salon because she likes to keep her skin looking young, radiant and fresh. 6. She also likes to volunteer at her local community garden where she has been learning about organic gardening, because she is interested in reconnecting with nature. 7. She loves to take her dog, Bruno, out for long walks everyday, because she believes that exercise can help sustain good health.

32 | Female | London, UK | Travel blogger + Photographer | $125k/y

OUR FUTURE | AUDIENCE PROFILES

ROBERT NING The Activist Traits 1. Rob is a recent graduate in Environmental studies from UC Berkeley because he has always believed in Environmental Justice. 2. He is also an advocate for animalâ&#x20AC;&#x2122;s rights and is part of the animal rightâ&#x20AC;&#x2122;s group Direct Action Everywhere DXE, because he is completely against animal cruelty. 3. Rob has been following a vegan diet for the past 10 years because of his very compassionate nature. 4. In his free time, he loves to spend time with his niece and nephew, because he gets to teach them about justice for the earth. 5. Rob loves to ride his bycycle everywhere he can, because he believes in a sustainable lifestyle. 6. Rob is known to be the most sensitive and most honest person amongst his friends because of his empathic nature. 7. On weekends, Rob likes to catch up with documentaries and recent papers on Climate Change, because that concerns his field of study and area of interest.

24 | Male | Berkeley, CA | Animal Rights Activist | $40k/y

BURT’S BEES | VISUAL STRATEGY GUIDE

AUDIENCE PROFILES

VARUN PATEL The Soil Expert

Traits 1. Varun got married to his high-school sweetheart and rents a 2-bedroom home in Sydney with his new wife because they are ready to start a family together. 2. He graduated from the University of Sydney, in Advanced studies in Agriculture and Soil, because he is passionate about clean soil. 3. He works for The Australian Society of Soil Science Incorporated, known as Soil Science Australia, because that is directly related to his field of study. 4. Has a daily mindfulness and yoga practice, because he believes that’s what it takes to live a healthy, balanced lifestyle. 5. Varun only eats non-gmo produce because of his work as he knows about the importance of organic agriculture. 6. He is an avid reader; can’t get his nose out of the books he is reading and has an elaborate home library filled with nonfictional books, because he cares about science. 7. Enjoys hikes with his friends and is part of a birdwatching group because he loves spending time in nature.

38 | Male | Sydney, Australia | Plant + Soil Scientist | $150k/y

OUR FUTURE | AUDIENCE PROFILES

YAVETTE HOLTS

The Caring Grandmother Traits 1. Yavette loves to make her grandkids home cooked meals and does not allow for processed-junk food, because she believes in natural ingredients for her grandkids health. 2. She loves to spend time with her grandkids, taking them to the park, because she believes kids need lots of outdoor, nature time. 3. She works as a part-time journalist/independent writer for a womenâ&#x20AC;&#x2122;s magazine in France known as Femme Actuelle, because she cares about womenâ&#x20AC;&#x2122;s health. 4. Yavette is an avid baker at home, and so if she is not writing or spending time with her grandkids, she is often baking for her family and friends, because she enjoys DIY/home activities. 5. Being a journalist, she values and appreciates transparency and honesty. The stories she tells her grandkids are often around this theme of truth, because she believes that sustains life. 6. She loves her family, and is a caring person because she watched her mother work so hard, and do everything to provide for her education, so that Yavette could have a bright future. 7. Believes in advocating for social rights, and participated in BLM protests, because she cares about social justice.

59 | Female | Paris, France | Part-time Journalist | $65k/y

BURT’S BEES | VISUAL STRATEGY GUIDE

AUDIENCE PROFILES

JENNIE LI

The Makeup Artist Traits 1. Jennie just graduated from Beauty school, and is looking to work Internationally in the Makeup Industry, because she is interested in natural, organic makeup, and travelling the world. 2. She fully embraces her femininity, and has a softness and gentleness to her personality because she is a highly sensitive and empathic person. 3. She takes care of all the feral cats in her neighborhood because she loves to care for animals, especially since she lost her parents at a very young age, and was brought up by her grandparents, in the suburbs in Thailand. 4. Being an observant person, Jennie loves to document the amount of trash she accumulates, and tries to minimize her trash because she believes in a more sustainable lifestyle. 5. She is constantly following the latest makeup trends, because she cares about the newest, organic, natural makeup that’s good for the body and good for the planet. 6. She is mindful about conservation of energy, and water because that’s part of her sustainability practices as well. 7. She has always enjoyed playing the violin for her feral kitties, because of her love for the animals and her love for music.

29 | Female | Bangkok, Thailand | Makeup Artist | $70k/y

OUR FUTURE | AUDIENCE PROFILES

WILLIAM LEVITT The Accountant Traits 1. William loves to spend the holidays with his extended family (who know him as Bil,) because he is a caring, family-man. 2. He has worked as long-time Chartered Accountant for Clorox for 30 years, because he believes in the brand. 3. He often goes camping and fishing with his buddies, has BBQs and cooks up hearty meals with this friends because he enjoys a rugid, outdoor lifestyle. 4. Bil spends his free time in his toolshed that he built on his property for home projects. He likes to build things that are sturdy because he believes in long-lasting, quality products. 5. He loves to educate his brotherâ&#x20AC;&#x2122;s grandkids on how to reduce, reuse and recycle because he cares about teaching them about respecting our environment. 6. Bil has high standards in brand loyalty because he is not the type of person to try a new product unless he knows itâ&#x20AC;&#x2122;s trusted and has existed for some time. 7. Bil makes donations to chartiable organizations that support the regeneration of forests and that work towards helping with climate change, because he wants to do his part in giving back to nature.

62 | Male | North Carolina, USA | Chartered Accountant | 200k/y

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

AUDIENCE PROFILES

On the other hand, knowing the audience outside those targeted perimeters reveals our true potential. We selected two additional outsider personas as our future potential target audience.

DAVID SCHLUSSEL The Single Dad

Traits 1. David is a single father, to a 12 year old girl, because of his wifeâ&#x20AC;&#x2122;s sudden passing. 2. David only uses natural personal care products because he cares about living a healthy, conscious lifestyle. 3. Professionally, David is an independent Web Developer that has started his own little Web design company because he believes that will help sustain his life with his daughter. 4. He also teaches part-time at the Wild Code School in Berlin, Germany, to a bunch of 20-year-olds, because he is concerned about the future of kids. 5. He subscribed to a meal delivery service that is all organic because he is very health conscious and has little time to cook. 6. David loves music, and plays his guitar because he uses music as an outlet for his emotions. 7. David and his daughter both take care of a little bunnie, that is part of their little family, because they both love animals.

45 | Male | Berlin, Germany | Web Developer | $200k/y

OUR FUTURE | AUDIENCE PROFILES

NUR MARYAM

The Health Conscious Nurse Traits 1. Being a minority in Japan, Nur struggled with self-esteem and to find her self-confidence growing up, because she was often picked on by other kids for looking different. 2. Coming from a conservative family, Nur was never allowed to wear makeup, until recently because her family thought she was still too young. 3. She is studying to become a Nurse at University of Tsukuba, because she wishes to foster people back to good health. 4. She is more aware of making healthy choices because she is studying to become a nurse. 5. She loves to paint in her free time, but usually gets minor headaches because of the cheap, toxic paints she uses. 6. She and her family only buy goods from known brands. All her clothes are brandedâ&#x20AC;&#x201D;because she believes in the high quality of trusted brands. 7. Nur wakes up early everyday with the sunrise and goes to bed shortly after sunset because she preferes a disciplined life.

19 | Female | Kyoto, Japan | Student | No Income

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OUR COMPETITORS

Current Competitors Adjacent Competitors Aspirational Competitors Brand Buzz Words

32 34 36 39

BURT’S BEES | VISUAL STRATEGY GUIDE

CURRENT COMPETITORS

Current competitors for Burt’s Bees are the ones that have a similar brand mission; that is personal care products that are natural and/or organic that are also giving back to nature, or conduct operations in favor of conserving earth’s ecosystems.

AVEENO ACTIVE NATURALS Aveeno is a brand of skin care and hair care products. The company is owned by American consumer goods and pharmaceutical company Johnson & Johnson. Aveeno offers products to treat skin conditions such as eczema, psoriasis, urushiol-induced contact dermatitis, pruritus ani, chickenpox, hives, and sunburn.

TOM’S OF MAINE Tom’s of Maine is a brand name and manufacturing company of personal care products with only natural ingredients and a majority-owned subsidiary of Colgate-Palmolive since 2006. The company’s products are intentionally made without ingredients that are chemically derived, environmentally damaging, or are tested on animals. While most of its products are vegan, some contain propolis and/or beeswax sourced from bees.

AVALON ORGANICS Avalon Organics is a US based cosmetics brand of the Hain Celestial Group. The Hain Celestial Group produces organic food and personal care products. These products are created with organic agriculture and long-term sustainability in mind.

THE BODY SHOP The Body Shop, is a British cosmetics, skin care and perfume company. The Body Shop has long-held aims of social activism as part of its business practices, first evidenced in 1986 when proposing an alliance with Greenpeace to save the whales.

OUR COMPETITORS | CURRENT COMPETITORS

BADGER’S COMPANY Badger makes certified organic and all-natural body & skin care products including healing balms, natural sunscreens, skin moisturizers, muscle rubs, etc. Being a B Corporation, the brand is always doing what’s right for people and the planet.

EO PRODUCTS Essential Oils EO, manufactures plant-based body care products to guide us in choosing safe, natural, organic, sustainably-farmed ingredients. All their processing is done in a zerowaste factory.

NATURE’S GATE Inspired by the eco-conscious consumer and influenced by mother nature, Nature’s Gate offers a cohesive line of wholistic beauty products from hair to toes. They are a 100% vegan manufacturer, with their products sold at great value.

SEVENTH GENERATION Seventh Generation, Inc. is an American company that sells eco-friendly cleaning, paper, and personal care products. Established in 1988, the Burlington, Vermont–based company distributes products to natural food stores, supermarkets, mass merchants, and online retailers.

JASON The brand started when a group of independent thinkers set out to disrupt a quickly changing bath & body industry. Disenchanted by big companies and big chemicals, this group harnessed their free-spirited California mindset, leading them back to simple, safe, and gentler ingredients.

TERRESSENTIALS ORGANIC They are a small family business founded in 1991, and their goal has always been to provide their consumers with amazing, authentic, organic personal care products that are sustainably made, gentle to use, and safe for the environment. They craft, bottle, label, pack & ship their products by hand in the foothills of the Catoctin Mountains in central Maryland, 2 miles from the Appalachian Trail.

BURT’S BEES | VISUAL STRATEGY GUIDE

ADJACENT COMPETITORS

Adjacent competitors for Burt’s Bees are the ones that relate to the lives of the target audience—either directly or indirectly. The specified target audience will have interests in these brands or be associated with these in some way.

URBAN OUTFITTERS Urban Outfitters, Inc. is a multinational lifestyle retail corporation headquartered in Philadelphia, Pennsylvania. It operates in the United States, Sweden, United Kingdom, Spain, Denmark, France, Germany, Ireland, Belgium, Canada, Italy, the Netherlands, Israel, Poland, and the United Arab Emirates.

CVS CVS Pharmacy is an American retail corporation. Owned by CVS Health, it is headquartered in Woonsocket, Rhode Island. It was also known as, and originally named, the Consumer Value Store and was founded in Lowell, Massachusetts, in 1963.

ZARA Zara SA, stylized as ZARA, is a Spanish apparel retailer based in Arteixo in Galicia. The company specializes in fast fashion, and products include clothing, accessories, shoes, swimwear, beauty, and perfumes. It is the largest company in the Inditex group, the world’s largest apparel retailer.

AMY’S KITCHEN Amy’s Kitchen is a family-owned, privately held company that manufactures organic and non-GMO convenience and frozen foods. Founded in 1987 by former CEO Andy Berliner and Rachel Berliner, and incorporated since 1988, Amy’s Kitchen took its name from their then-newborn daughter, Amy.

OUR COMPETITORS | ADJACENT COMPETITORS

GNC GNC Holdings Inc is a Pittsburgh, Pennsylvania-based American company selling health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energ y products—in both its owned brands as well as third-party brands.

RIPPLE FOODS Ripple foods are the creators of Ripple, a revolutionary plantbased milk that is both nutritious and delicious. Their production uses 25 times less water than milk and has half the carbon footprint. Ripple is vegan-friendly, lactose, nut, and gluten-free and doesn’t make use of GMO products using 100% recycled plastic containers.

BOB’S RED MILL Bob’s Red Mill is a brand of whole-grain foods marketed by employee-owned American company Bob’s Red Mill Natural Foods of Milwaukie, Oregon. The company was established in 1978 by Bob and Charlee Moore. Its products are distributed throughout the United States, Canada, and a number of other locations such as the Caribbean.

NUMI Numi Organic Tea is a privately owned triple bottom line social enterprise based in Oakland, California. Numi is known for its assortment of organic and fair trade certified teas and herbal “teasans”. The company was founded in 1999 by brother and sister, Ahmed Rahim and Reem Hassani. Numi Organic Tea is a prominent social enterprise in the US and a founding B Corp.

GAIA HERBS Gaia Herbs is committed to bringing their consumers herbal supplements of the highest quality. Through arduous research and a dedication to sustainability, they are able to provide products that are the best for both you and the Earth.

NUTIVA Nutiva is the world’s best selling brand of nutritious and all organic hemp foods, coconut oil, red palm oil and chia seeds. Since 1999 Nutiva has donated $2 million dollars by contributing 1 percent of sales to sustainable agriculture groups for programs that enrich the soil and support a healthy world.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

ASPIRATIONAL COMPETITORS

Future competitors for Burtâ&#x20AC;&#x2122;s Bees are the ones that are based on the same, strong ethics that are rooted in sustainability and leading a natural lifestyle. They are inspirational, promote good health and do good for the planet.

WHOLE FOODS Whole Foods Market Inc. is an American multinational supermarket chain headquartered in Austin, Texas, which exclusively sells products free from hydrogenated fats and artificial colors, flavors, and preservatives. Whole Foods Market contributes to community-based nonprofit organizations with aligned missions and values.

SPROUTS They offer a wide selection of natural and organic foods, including fresh produce, bulk foods, vitamins and supplements, packaged groceries, meat and seafood, deli, baked goods, dairy products, frozen foods, natural body care and household items. Their team members inspire, educate and empower their customers to live healthier lives through various in-store, online and community events.

PHARMACA All natural health, beauty, and wellness products for mind, body, & spirit. For nearly 20 years, Pharmaca has been a force for change in the world of natural health and beauty, empowering customers to think outside the box when it comes to the way they manage their own health and the products they use.

THE KARMA HONEY PROJECT The Karma Honey Project was created in 2018 to increase the Puerto Rican honey bee population, spread awareness of the species, and create local jobs through ecotourism and beekeeping. Founded by entrepreneur Candice Galek, the team consists of Carol Solowsky, Nandi Mulira, and Pep Menendez who joined the Board of Directors in 2019.

OUR COMPETITORS | ASPIRATIONAL COMPETITORS

POLLINATOR PARTNERSHIP The Pollinator Partnership or P2 is a 501 non-profit organization headquartered in San Francisco, California that works to protect the health of managed and native pollinating animals that are vital to wildland and agricultural ecosystems.

FAIR TRADE USA Fair Trade USA, formerly “TransFair USA”, is a 501 non-profit organization that sets standards, certifies, and labels products that promote sustainable livelihoods for farmers and workers and protect the environment.

RAINFOREST ALLIANCE The Rainforest Alliance launched the world’s first sustainable forestry certification program in 1989 to encourage market driven and environmentally and socially responsible management of forests, tree farms, and forest resources.

GREEN AMERICA Green America is a nonprofit membership organization based in the United States that promotes environmentally aware, ethical consumerism. Founded in 1982, by Paul Freundlich, Green America states that the purpose is to harnessing the economic power of consumers and businesses to promote social justice and environmental sustainability.

BEES FOR DEVELOPMENT Bees for Development is an international charity specialising in work to alleviate poverty through beekeeping. Beekeeping contributes to supporting sustainable livelihoods in poor and remote communities and honey bees provide an essential ecosystem service.

NEW ROOTS They help communities build a secure and sustainable future and have provided recently resettled refugees with the training, tools and land necessary to grow fruits and vegetables in their new neighborhoods. Present in 22 cities, this initiative is helping families become self-sufficient across the US.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STRATEGY GUIDE

OUR COMPETITORS | BRAND BUZZ WORDS

BRAND BUZZ WORDS

These come to mind, when thinking about the words associated with the Burtâ&#x20AC;&#x2122;s Bees brand.

POSITIVE

NEGATIVE

NEUTRAL

BRAND HOPE

Natural

Expensive

Authentic

Community

Loyal

Limited

Laid-back

Interconnectedness

Honest

Exploitative

Feminine

Upliftment

Humble

Exclusive

Global

Inclusiveness

Caring

Corporate

Confident

Educational

Check out our brand Visual Development Guide to see how the new Burtâ&#x20AC;&#x2122;s Bees was reborn and our Visual Standards Guide for our brand guidelines.

Designer Divya Kotwani Program MA in Graphic Design Typography Bree Photography Unsplash.com Pexels.com Printing & Binding Blurb.com

OURSUSTAINABLEFUTURE.INFO

VISUAL DEVELOPMENT GUIDE A RE-BR ANDING PROJEC T FOR BURTâ&#x20AC;&#x2122;S BEES

VISUAL DEVELOPMENT GUIDE The main objective of the Visual Development Guide was to establish a new brand identity for Burtâ&#x20AC;&#x2122;s Bees that reinforced our new mission statement. This was done by a lot of brainstorming and sketching out a divergent range of logo symbols and word marks. This process resulted in a fresh new logo for the brand.

“I realized I had it made because you don’t have to destroy anything to get honey. You can just use the same things over and over again…” — BURT SHAVITZ , CO -FOUNDER

BURTâ&#x20AC;&#x2122;S BEES |

TABLE OF CONTENTS

BRAND OVERVIEW

LOGO DEVELOPMENT

Our History Our Old Mark Our New Mission Statement Brand Key-phrases

09 10 13 14

Initial Sketches Further Exploration Distillation and Digitalization Final Refinement Color Explorations

20 32 36 38 40

BURT’S BEES |

LOGO FINALIZATION

Similar Logos Our New Logo Standards Inspiration

43 44 48 50

My bees cover one thousand square miles of land that I do not own in their foraging flights, flying from flower to flower for which I pay no rent, stealing nectar but pollinating plants in return. —SUE HUBBELL , AMERICAN AUTHOR

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BRAND OVERVIEW

Our History Our Old Mark Our New Mission Statement Brand Key-phrases

09 10 13 14

BRAND OVERVIEW | OUR HISTORY

OUR HISTORY

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

OUR OLD MARK

Before proceeding any further with introducing the new brand identity system we have developed for Burt’s Bees, it is crucial to have a look at the old mark, in order to really understand why it doesn’t work anymore. Their logo has remained unchanged ever since the company came into existence 30 years ago, yet so much about our world has changed since then.

Their old mark uses Adobe Garamond Pro as their logotype, which is an old-style, serif typeface and makes the logo seem to be very traditional, and as the name suggests—old. Our current approach was to create a logo that was representative of our three keywords: symbiosis, sustainability & integrity. We aim at creating a logo that reflects our interconnectedness with nature.

BRAND INTRODUCTION | OUR TIMELINE

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

BRAND OVERVIEW | OUR NEW MISSION STATEMENT

OUR NEW MISSION STATEMENT

By preserving bees, we aim to cultivate sustainable practices so that we may create a flourishing world for all beings.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

BRAND KEY-PHRASES

The three brand key-phrases were generated from the previously selected, three keywords, that were chosen to help reinforce the re-branding narrative. The qualities of these keywords need to be taken into consideration while making any decisions for all future possibilities of the brand deliverables.

Interconnected with Nature. We are all interdependent on one another for survival. The symbiotic relationship between bees and flowers is a perfect example of our interconnectedness, & how we benefit from that symbiotic relationship of bee pollination.

Ecological Practices for All. Our future depends on the sustainable work we do today. In order to have healthy communities, we need clean air, clean water, natural resources, and a non-toxic environment. Reduce, Reuse, Recycle.

Doing the Right Thing. Burtâ&#x20AC;&#x2122;s Bees has always had an extremely loyal following and has really embraced the concept of the consumer voice. The brand voice is also backed by their downto-earth mascot, the late Burt Shavitz, the iconic bearded man behind the brand.

SYMBIOSIS

SUSTAINABILITY

INTEGRITY

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02 16

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

LOGO DEVELOPMENT

Initial Sketches Further Exploration Distillation and Digitalization Final Refinement Color Explorations

20 32 36 38 40

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

BURTâ&#x20AC;&#x2122;S BEES |

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

INITIAL SKETCHES

This phase required a lot of divergent logo sketches for Burt’s Bees in order to have a variety of options to choose from. The sketches were based on three visual camps that corresponded with our chosen keywords—symbiosis, sustainability, & integrity.

CAMP 01 SYMBIOSIS SYMBOLIC

These three camps had three more sub-categories—symbolic, graphic, and wordmark. By generating multiples sketches, we were then able to identify which camp and category worked best with our new re-branding narrative.

LOGO DEVELOPMENT | INITIAL SKETCHES

02. Geometric constructions such as these were interesting to look at and would work well if adapted for a logo mark.

01. Bees in this style were too “cute” to fit within our re-branding narrative.

01.

02.

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

03. We liked the exploration of a hexagonal b as it fit well within our re-branding narrative and spoke directly to our keywords—sustainability and symbiosis.

CAMP 01 SYMBIOSIS GRAPHIC

03.

LOGO DEVELOPMENT | INITIAL SKETCHES

CAMP 01 SYMBIOSIS WORDMARK

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

04. We liked the idea of an abstract, geometric (hence not too feminine) approach for a bee symbol.

CAMP 02 SUSTAINABILITY SYMBOLIC

04.

LOGO DEVELOPMENT | INITIAL SKETCHES

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

05. This is where our new logo was born. We liked the shape because this shape was reminiscent of many things—beehives, solar panels, leaves, etc. 06. We thought that the hexagon was a strong shape for a logo and the letter b playing off the geometry was interesting.

CAMP 02 SUSTAINABILITY GRAPHIC

05.

06.

LOGO DEVELOPMENT | INITIAL SKETCHES

CAMP 02 SUSTAINABILITY WORDMARK

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

07. Illustrations such as this “cute” bee did not seem to fit our new re-branding narrative as it seemed too childlike. 08. An interconnected hive aimed at reflecting our keywords—symbiosis, sustainability, and integrity.

CAMP 03 INTEGRITY SYMBOLIC

07.

08.

LOGO DEVELOPMENT | INITIAL SKETCHES

09. Swirly Bâ&#x20AC;&#x2122;s like these looked too much like a logomark for Barbie, that is to say, these were too feminine.

CAMP 03 INTEGRITY GRAPHIC

09.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

10. This is where our wordmark was born. We liked the idea of a simple sans-serif style typeface, that seemed modern, corporate, and yet friendly.

CAMP 03 INTEGRITY WORDMARK

10.

BURTâ&#x20AC;&#x2122;S BEES |

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

FURTHER EXPLORATION

This phase required converging our process into more refined sketches. Based on our first round of sketches, we picked the best marks from all three camps, and created variations of some of the marks, to reach a more refined and definite stage.

04.

As we worked on the variations, we started brainstorming on which mark worked better than the other based on our brand soul, mission and keywords. We wanted our mark to relate to all three keywordsâ&#x20AC;&#x201D;symbiosis, sustainability, and integrity.

LOGO DEVELOPMENT | FURTHER EXPLORATION

04. Since we liked the idea of an abstract, geometric approach for a bee symbol, we went ahead and created more versions of geometric/abstract bees that are gender neutral, as seen on the left page.

05.

05. Because we liked this shape as it is reminiscent of beehives, solar panels, leaves, etc.â&#x20AC;&#x201D;we created more graphics based on the letter B with panels, that looked like leaves, using the geometry of the hexagon & circle as seen on this page.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

06. Since we liked the idea of fusing the letter b with the hexagon, we decided to explore more variations of the same idea, as seen on this spread.

06.

LOGO DEVELOPMENT | FURTHER EXPLORATION

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

DISTILLATION AND DIGITALIZATION

In the digital phase we selected our best options from our refined sketches. We then created multiple digital marks of the chosen sketched logo directions as shown below.

05.

11.

The final new logo was the combination of a graphic leaf-like B within a hexagon, using a simple sans-serif style typeface, which was customized to make our wordmark unique.

LOGO DEVELOPMENT | DISTILLATION AND DIGITALIZATION

05. We decided to stick to our original sketch and created digital varations off this sketch. 11. We realized that thin line logos will get lost when theyâ&#x20AC;&#x2122;re really small. However, we chose this direction for further refinement as the combination of straight and curved lines within a hexagon reflects our brand soul and mission.

06. This particular hexagonal b idea was eventually rejected. As we became aware of similar company logos that utilize the same hexagonal treatment for letters such as d, p, qâ&#x20AC;Ś we decided to opt for a different design.

10. We found that the typeface Brandon Grotesque would be apt for the geometric style sans-serif look we were aiming for the wordmark. We customized the letter R to make it have a little more flare.

06.

Wordmark 10.

Original Typeface Brandon Grotesque Light

Altered Character Step 1

Altered Character Step 2

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

FINAL REFINEMENT

In the final refinement phase we selected the best suited marks from the previous stage, that we thought would make a good combination as our complete final new logo. We thickened the stroke edges of the logomark and refined the ends to match the shape of the terminals of our new customized logotype.

As all the elements of the logomark are separated with some space, the logo will face no problem, even when printed at a smaller size. It will also adapt well for web purposes. For more information regarding the usage of our logo, refer to our Visual Standards Guide book for Burtâ&#x20AC;&#x2122;s Bees.

GRAPHIC 11.

Graphic B Terminal detail

LOGO DEVELOPMENT | FINAL REFINEMENT

We needed to thicken the strokes of our customized logotype, in order for it to function at really small sizes when printed, so we opted for the next weight as the better decision. We also made sure that the added flare to the customized R matched the angles as within the graphic logo-shape.

WORDMARK

Customized Typeface Brandon Grotesque Light

Customized Typeface Brandon Grotesque Regular

R Terminal detail

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

COLOR EXPLORATIONS

We designed a lockup that we liked, and then explored various color options for our new logo. It was an interesting challenge, as the colors could not be too feminine nor too masculine, that is be gender neutral.

Yet they had to speak to our chosen keywordsâ&#x20AC;&#x201D;symbiosis, sustainability and integrity. The final decision was then made after beta-testing these on our defined audience profiles, who gave us a better understanding of their preference.

LOGO DEVELOPMENT | COLOR EXPLORATIONS

03 42

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

LOGO FINALIZATION

Similar Logos Our New Logo Standards Inspiration

44 48 50

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

SIMILAR LOGOS

HEXAGONS We looked at different company logos that use hexagons as part of their logomark. Looking at other logos similar to our logo, helps us understand what sets us apart from the rest.

BUMBLE DATING APP Similarity: Color of the hexagon and sans-serif type. Difference: More than just one color + logotype is uppercase.

HONEY STINGER Similarity: Hexagonal graphic Difference: Not rotated and single hexagon.

MELAKI HONEY Similarity: Minimalistic line logo with hexagon. Difference: Thicker strokes.

SELIM LAB Similarity: Vertical hexagonal logotype with space between. Difference: Using the letter B.

THE KARMA HONEY PROJECT Similarity: Color + minimal hexagonal symbol. Difference: Vertical Hexagonal B Graphic.

BEE’S KNEES YARN SHOP Similarity: Color + vertical hexagonal symbol. Difference: Minimal and clean line logo with defined shapes.

UNIQUE MANUKA FACTOR Similarity: Flat vertical hexagonal graphic + color. Difference: Slightly rounded edges for a single hexagon.

SPIDER STRATEGIES Similarity: Vertical hexagonal S graphic logotype. Difference: Flat color using the letter B.

BUILDING OUT ATHLETES Similarity: Hexagonal logotype + yellow color. Difference: Vertical heaxgonal monogram not accronym.

BUNDLE Similarity: Clean hexagonal b graphic monogram. Difference: Flat color + vertical hexagonal graphic.

CANVAS RX Similarity: Geometric minimal hexagonal logomark. Difference: Single hexagonal B monogram.

SHELLEY PATERSON Similarity: Vertical hexagonal graphic with space between. Difference: B monogram with rounded hexagonal vertices.

LOGO FINALIZATION | SIMILAR LOGOS

SIMTICS Similarity: Minimalistic hexagonal line logo. Difference: Flat color + space between B monogram.

PARCEL SPREAD Similarity: S Monogram vertical hexagonal logo. Difference: Clean minimal B graphic monogram.

HIGHLINE MAGAZINE Similarity: Minimal hexagonal line logo H monogram. Difference: B monogram + defined colored shapes.

CHEVRON Similarity: Logo graphic is derived from a hexagon. Difference: Flat color + line logo B monogram.

PROMEGA â&#x20AC;&#x2DC;PGEMâ&#x20AC;&#x2122; Similarity: Hexagonal logotype p monogram. Difference: Minimalistic line logo B monogram.

HSBC BANK Similarity: Logo graphic is derived from a hexagon. Difference: Minimalistic line logo B monogram.

AMSTER Similarity: Minimalistic line logo derived from a hexagon. Difference: B monogram with rounded hexagonal vertices.

PLAYGON MEDIA Similarity: Vertical hexagonal logo graphic. Difference: Minimalistic line logo B monogram.

MOLESCOPE Similarity: Minimalistic M monogram within hexagon. Difference: Using the letter B.

BUILDING SOLUTIONS Similarity: Vertical hexagonal logo graphic. Difference: Clean minimal B graphic monogram.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL DEVELOPMENT GUIDE

SIMILAR LOGOS

B MONOGRAMS We also looked at company logos that use B monograms as part of their logo mark. We made sure to create a unique mark based on knowing what already exists.

BIGGAR MUSIC CLUB Similarity: Uppercase B monogram line logo. Difference: Minimalistic with shapes separated.

BINARIUM MUSEUM Similarity: Uppercase B monogram line logo. Difference: Leaf-like shapes with space between them.

BETH FILTER Similarity: Uppercase B monogram graphic logo mark. Difference: Minimalistic line logo with shapes separated.

BRIGANTINE RESTAURANTS Similarity: Uppercase B monogram line logo. Difference: Leaf-like shapes with space between them.

BRBC Similarity: Uppercase B monogram graphic logo mark. Difference: Leaf-like shapes with space between them.

BELCORP Similarity: Uppercase B monogram graphic logo mark. Difference: Minimalistic line logo with leaf-like shapes.

BAKU CITY CIRCUIT Similarity: Uppercase B monogram graphic logo mark. Difference: Leaf-like shapes with space between them.

BAZAAR VOICE Similarity: B Monogram. Difference: Uppercase B monogram line logo.

BENDIGO BANK Similarity: Uppercase B monogram graphic logo mark. Difference: Minimalistic line logo with shapes separated.

BENDIGO BANK OLD Similarity: Uppercase B monogram with diagonals. Difference: Minimalistic line logo with leaf-like shapes.

BELMODO FASHION Similarity: Uppercase B monogram line logo. Difference: Leaf-like shapes with space between them.

APACHE BEAM Similarity: Uppercase B monogram graphic logo mark. Difference: Flat color with leaf-like shapes.

LOGO FINALIZATION | SIMILAR LOGOS

BOGNER Similarity: Uppercase B monogram line logo. Difference: Geometric shapes enclosed within a hexagon.

BEKAERT Similarity: Uppercase B monogram line logo. Difference: Leaf-like shapes with space between them.

BITSPIC SOFTWARE Similarity: Uppercase B monogram graphic logo mark. Difference: Minimalistic line logo with shapes separated.

BAJAJ GROUP Similarity: Uppercase B monogram graphic logo mark. Difference: Minimalistic line logo with shapes separated.

BRICKLAND Similarity: Hexagonal B Monogram logo mark. Difference: Uppercase B monogram line logo.

BEIRUT BANK Similarity: Hexagonal B Monogram logo mark. Difference: Flat color + uppercase B monogram logo.

BEELINE SMART COMPASS Similarity: Hexagonal B Monogram line logo. Difference: Uppercase B monogram with more shapes.

BEATS BY DR. DRE Similarity: B Monogram Difference: Uppercase B monogram with more shapes.

MICROSOFT BING Similarity: Hexagonal B Monogram logo mark. Difference: Flat color + uppercase B monogram logo.

BANDIST Similarity: Hexagonal B Monogram logo mark. Difference: Uppercase B monogram line logo.

BAUMANN GRUPPE Similarity: Hexagonal B Monogram logo mark. Difference: Uppercase B monogram line logo.

BLUETOOTH Similarity: Uppercase B monogram graphic logo mark. Difference: Leaf-like shapes with space between them.

BENEFIT CORPORATION Similarity: Uppercase B monogram graphic logo mark. Difference: Leaf-like shapes with space between them.

BANK OF BARODA Similarity: Uppercase B monogram graphic logo mark. Difference: Leaf-like shapes with space between them.

BANK STREET COLLEGE Similarity: Uppercase B monogram line logo. Difference: Geometric shapes enclosed within a hexagon.

BITCOIN Similarity: Uppercase B monogram graphic logo mark. Difference: Leaf-like shapes with space between them.

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

OUR NEW LOGO was created based on our three chosen keywords—symbiosis, sustainability, and integrity.

Our new Burt’s Bees logo as seen in print.

LOGO FINALIZATION | OUR NEW LOGO

OUR NEW LOGO

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

STANDARDS INSPIRATION

Before moving ahead with our standards guide, we studied guides of other companies to get inspiration. We identified things that could work as well as not work for our brand.

IDENTITY INTRODUCTION Immediately, one is aware of what the brand is about, and a clear attitude is conveyed through their tonality. It’s all about doing the (RED) thing.

LOGO ANATOMY Mennonite Church does a beautiful job at showing the anatomy of their logo through the relationship of circles and an equilateral triangle as well as defining the space surrounding the logo.

LOGO FINALIZATION | STANDARDS INSPIRATION

TYPE SPECS Very impressed by the overall visual strateg y of the new branding for The Exploratorium, and particularly how they made a custom typeface keeping in mind all the new specs of their re-branding objective. Their custom typeface, ‘Explo’ is elegant, academic with a twist, sans-serif typeface, is a workhorse family, with many weights; hence is multi-functional—can be used for display type as well as body copy, and is highly legible.

BURT’S BEES | VISUAL DEVELOPMENT GUIDE

STANDARDS INSPIRATION

LOGO DON’Ts Old Navy clearly states what one cannot do when using the logo, and has illustrated all the prohibitions well with a diagonal running across the incorrect uses.

MAIN IDENTITY COLORS Devon has a very precise color palette in the way the colors all relate. They give the Pantone ID along with the name of the Spot color, as well as the CMYK and RGB values.

OUR COMPETITORS | ASPIRATIONAL COMPETITORS

ALTERNATE LOGOS John Deere has shown what their logo is using a four color process (left) as well as a two color process job (below). Also shown is their horizontal and vertical logo lock-up versions.

Check out our brand Visual Strategy Guide to know more about Burtâ&#x20AC;&#x2122;s Bees and our Visual Standards Guide for our new brand mission and guidelines.

Designer Divya Kotwani Program MA in Graphic Design Typography Bree Brandon Grotesque Photography Unsplash.com Pexels.com Printing & Binding Blurb.com

OURSUSTAINABLEFUTURE.INFO

VISUAL STANDARDS GUIDE A RE-BR ANDING PROJEC T FOR BURTâ&#x20AC;&#x2122;S BEES

VISUAL STANDARDS GUIDE The main objective of the Visual Standards Guide was to ser ve as an owner’s manual on how to “use” this brand. In this book you will find logo usage rules that the user can refer to. It also outlines future goals on how the brand can be converted into ser vices, products or various promotions for improving the brand image and further expansion of the company.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

“The magic of living life for me is, and always has been, the magic of living on the land…” — BURT SHAVITZ , CO -FOUNDER

TABLE OF CONTENTS

BRAND INTRODUCTION

Our History Our Timeline Our New Mission Statement Re-branding Objective

02 07 09 10 13 14

LOGO STANDARDS

Our New Logo Logo Anatomy Clear Space Logo Variations Black & White Logo Size Variations Incorrect Uses

18 24 28 30 31 32 34

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

VISUAL SYSTEM

OUR FUTURE

Color Standards Type Standards Logo Sub-branding Business System

38 40 43 44

New Initiatives Brand Projection Future Endeavors

48 49 50

01 06

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

BRAND INTRODUCTION

Our History Our Timeline Our New Mission Statement Re-branding Objective

09 10 13 14

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

BRAND INTRODUCTION | OUR HISTORY

OUR HISTORY

BURT’S BEES | VISUAL STANDARDS GUIDE

OUR TIMELINE

This is a visual representation of the brand history on a horizontal timeline with corressponding photos, highlighting significant milestones in the brand’s evolution.

1998 The award winning Lemon Bu*er Cuticle Cream is introduced and marks Burt’s Bees expansion into personal care. The company now offers over 100 natural care products.

1984 Maine artist Roxanne Quimby meets local beekeeper Burt Shavitz and they begin working together making and selling candles.

1991 Roxanne perfects a 19th century recipe from a farmer’s journal and Burt’s Bees Beeswax Lip Balm is introduced. It quickly becomes a best seller and still is today.

1999 Burt’s Bees goes global, opening offices in the UK, Ireland, Canada, Hong Kong, and Taiwan.

2002 Burt’s Bees launches its first toothpaste, shampoo, and infant personal care product line, Baby Bee.

2003 Lip Shimmers are released. Profits are used to preserve a forest in Maine, marking the beginning of a relationship with The Nature Conservancy.

BRAND INTRODUCTION | OUR TIMELINE

2007 The Clorox Company purchases Burt’s Bees. The company offers 197 products at this time for facial and body skin care, lipcare, hair care, baby care, men’s grooming, and outdoor remedies.

2008 Burt’s Bees collaborates with the Natural Products Association to develop the Natural Standard for Personal Care Products.

2011 Burt’s Bees is named #1 in a Green Brands Survey. The company sends zero waste to landfill by turning waste byproducts into biomass-based fuels, electricity, and cement.

2015 Burt passes away, remembered as a wildbearded and freespirited Maine man, a beekeeper, a reverent observer of nature.

2017 Burt’s Bees introduced a full cosmetics line, including products such as foundation, mascara, eye shadow, and blush.

2020 Takes on a new identity with revised brand mission aimed at emphasizing our symbiotic relationship with nature.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

BRAND INTRODUCTION | OUR NEW MISSION STATEMENT

OUR NEW MISSION STATEMENT

By preserving bees, we aim to cultivate sustainable practices so that we may create a flourishing world for all beings.

BURT’S BEES | VISUAL STANDARDS GUIDE

RE-BRANDING OBJECTIVE

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

02 16

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

LOGO STANDARDS

Our New Logo Logo Anatomy Clear Space Logo Variations Black & White Logo Size Variations Incorrect Uses

18 24 28 30 31 32 34

BURT’S BEES | VISUAL STANDARDS GUIDE

OUR NEW LOGO was created based on our three chosen keywords—symbiosis, sustainability, and integrity.

The final logo is a combination of a geometric, graphic symbol and a customized geometric-style sans serif wordmark. It is reminiscent of beehives, solar panels, leaves, and depending on how one sees it—it can also be viewed as the single letter, ‘B’, or a double ‘BB’—or could even appear as double arrows, pointing forward into the future. The logo is a fine balance between natural, organic shapes and curves, with straight defined lines, suggesting reciprocity in the synerg y.

Artifi cial houseplant where the leaves are actually solar panels.

LOGO STANDARDS | OUR NEW LOGO

OUR NEW LOGO

Graphic Symbol Final New Logo

Wordmark

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

LOGO STANDARDS | OUR NEW LOGO

Use this logo for all personal care products & bee exhibitions.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

LOGO STANDARDS | OUR NEW LOGO

Use this logo for educational services, and for any outdoor related activities.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

LOGO ANATOMY

individual in its INTEGRITY

community built upon SUSTAINABILITY

creates beautiful SYMBIOSIS

staying INTERCONNECTED

more organic curved B or BB

thicker stroke for a bold graphic with refined terminal shapes

Graphic B Terminal detail

continue to SIMPLIFY

progressive SHIFT

LOGO STANDARDS | LOGO ANATOMY

OUR NEW GRAPHIC SYMBOL

Hexagon with rounded corners

(+)

2.5x

B Graphic

(=)

Complete B Graphic Symbol

Height = 1x

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

LOGO WORDMARK

0.5x x

0.5x 0.2x

0.2x

0.15x

0.2x

Original Typeface Brandon Grotesque

Altered Character Step 1

Altered Character Step 2

R Terminal detail

LOGO STANDARDS | LOGO ANATOMY

GRAPHIC SYMBOL AND WORDMARK LOGO LOCKUP

+ 8x

5.5x

0.5x x

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

CLEAR SPACE

VERTICAL LOCKUP 10x x

5.5x 9x

0.5x x

LOGO STANDARDS | CLEAR SPACE

HORIZONTAL LOCKUP

0.5x

1x 4.5x 1x

0.5x

Height = 1x

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

LOGO VARIATIONS

LOGOTYPE VERSION 1

GRAPHIC SYMBOL

LOGOTYPE VERSION 2

HORIZONTAL LOCKUP

VERTICAL LOCKUP

LOGO STANDARDS | BLACK AND WHITE LOGO

BLACK AND WHITE LOGO

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

SIZE VARIATIONS

GRAPHIC 2 inch (height)

1.5 inch (height)

1 inch (height)

0.5 inch (height)

cannot be scaled below 0.25 inch

VERTICAL LOCKUP

LOGO STANDARDS | SIZE VARIATIONS

HORIZONTAL LOCKUP

WORDMARK

BURT’S BEES | VISUAL STANDARDS GUIDE

INCORRECT USES

Don’t embellish or add anything.

Don’t stretch anything.

Don’t add any shadow.

Don’t change the typeface.

Don’t outline the logo.

Don’t change the position of the graphic symbol.

LOGO STANDARDS | INCORRECT USES

Don’t add a gradient.

Don’t use other colors.

Don’t change the size proportions.

Don’t rotate anything.

Don’t use backgrounds that don’t have enough contrast.

03 36

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

VISUAL SYSTEM

Color Standards Type Standards Logo Sub-branding Business System

38 40 43 44

BURT’S BEES | VISUAL STANDARDS GUIDE

COLOR STANDARDS

We have provided CMYK, RGB, PMS and Hex color values. Users must follow these color values throughout all branding collaterals. RGB values should be used for on-screen presentation or for all types of web usage. Please note that these colors may appear slightly different on different screens.

PRIMARY COLORS

BURT’S VERDIGRIS

BURT’S CUSTARD

BURT’S RASPBERRY

PMS 2234C

PMS 1205C

PMS 4059C

RGB 73/168/165

RGB 246/217/138

RGB 200/50/70

CMYK 85/0/40/0

CMYK 0/15/55/0

CMYK 0/90/65/0

HEX #49a8a5

HEX #f6d98a

HEX #c93345

BURT’S PLUM

WHITE

BLACK

PMS 512C

RGB 255/255/255

RGB 36/36/36

RGB 125/56/125

CMYK 00/00/00/00

CMYK 00/00/00/95

CMYK 50/95/10/0

HEX #ffffff

HEX #2f2f2f

SECONDARY COLORS

HEX #7d387d

VISUAL SYSTEM | COLOR STANDARDS

MAIN LOGOS Use these versions always.

ALTERNATIVES Use these versions for various other occasions and unique circumstances.

Use this for outdoor activities & services, when only one spot color can be used.

Use this for personal care products, when only one spot color can be used.

Use this if the logo needs to be placed on a dark background, without any color.

Use this logo if it needs to be placed on a lighter background spot color.

BURT’S BEES | VISUAL STANDARDS GUIDE

TYPE STANDARDS

Adhering to the following typefaces is crucial to maintaining consistency throughout all of Burt’s Bees initiatives. Use of typefaces should strictly fall within the visual system guidelines that we have developed for our brand. Except for our logotype, we primarily use Bree for all of our collaterals.

BREE LIGHT

A B C D E FGH IJ K L MN OPQRSTU V WXYZ a b cde fghi j klmno pqr stu v wx y z 0 1 234 56789!@# $%^ &* (){}

BREE REGULAR

A B C D E FG H I JKLMNO PQ R ST U VW XY Z a b cde fg hij k l mn o pq rs tuvw xy z 01 234 56789!@ #$%^ & * ( ) {}

BREE SEMIBOLD

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b cd e f g h i j k l m n o p q r s t u v w x y z 0 1 2 34 56789 ! @ # $ % ^ & * ( ) { }

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

The Bree font family is a spry sans serif with alternative characters that delivers a spirited look with an extralarge x-height. All this adds up to a big personality, so even when set in small text there is no skimming past the words Bree voices.

Bree was designed by Veronika Burian, JosĂŠ Scaglione and published by TypeTogether.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

TYPE STANDARDS

Burt's Bees exclusively uses Brandon Grotesuqe for our logotype, as well as for when creating a new identity for all of our future brand extensions and collaborations.

BRANDON GROTESQUE REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fghij k lmno p q r s tuvwxyz 01 2 3 45 678 9 !@ #$% ^&* ( ) {}

This typeface is based on geometric forms that have been optically corrected for better legibility that works well for our logotype.

VISUAL SYSTEM | LOGO SUB-BRANDING

LOGO SUB-BRANDING

We have adapted our horizontal logo lockup to create a new, separate identity for all of our future brand extensions and sub-branding. Below is an example of one of our future brand projections that would be an event known as Burt Speaks.

The same standards as our horizontal logo lockup apply to any of our new sub-branding identitiesâ&#x20AC;&#x201D;i.e. it would use the same typeface being Brandon Grotesque, and have the same principles of clear space, sizing, ratio, proportions and color standards.

0.5x

1x 4.5x 1x

0.5x

Height = 1x

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

BUSINESS SYSTEM

04 46

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE

New Initiatives Brand Projection Future Endeavors

48 49 50

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

NEW INITIATIVES

The following chart lists the possibilities for our future brand expansion. They are organized into various categories to ensure that Burt's Bees is a robust brand that strives to keep up with the times and its mission.

PRODUCT

SERVICE

ENVIRONMENT

EVENT

EXPERIENCE

EDUCATION

COOPERATION

Bee-Friendly, Organic Insecticides & Pesticides

[PR1]

Organic Essential Oils + Herbal Tinctures

[PR2]

Ecological Apicultural Kit

[PR3]

Urban Rooftop Beekeeping

[S1]

Bees Overseas

[S2]

The Worker Bee App

[S3]

Community Bee Garden

[EN1]

Wholesome Nutrition Store

[EN2]

Local Beekeeping Seminar

[EV1]

Burt Speaks on Bioethics

[EV2]

Into the World of Bees

[EX1]

Be the Bee Videogame

[EX2]

Gardening Workshop

[ED1]

World Without Bees Podcast

[ED2]

Burt's Bees Scholarships

[ED3]

Build a Bee Hotel Forum

[ED4]

The Burt's Bees Biomimicry Research Institute

[CO1]

Movie Buzz

[CO2]

OUR FUTURE | BRAND PROJECTION

BRAND PROJECTION SUSTAIN

Preserve Sustain Flourish

[EV2] [ED1] [ED2]

[EV1]

[PR2] [EN2] [PR1] [PR3] [EN1]

[S1]

[CO1]

[EX1]

[S3]

[CO2]

[ED3]

[EX2]

[ED4]

[S2]

PRESERVE

FLOURISH

BURT’S BEES | VISUAL STANDARDS GUIDE

FUTURE ENDEAVORS

PRODUCT [PR1]

PRODUCT [PR2]

PRODUCT [PR3]

Bee-Friendly, Organic Insecticides & Pesticides

Organic Essential Oils + Herbal Tinctures

Ecological Apicultural Kit

Control invasive pests while protecting the earth, pollinators, and humans.

All natural, therapeutic grade herbal remedies for all.

Description Honeybee populations have been falling at an alarming rate for years now. One of the most significant reasons for the decreasing number of bees is the increased use of pesticides by humans. As a result, chemical pesticides and insecticides pose a threat to honey bee survival. However, Burt's Bees' non-toxic, organic pesticides break down rapidly after application and therefore have no impact on pollinators. As stewards of this land, we are helping make more responsible choices— protect your garden without risking harm to local pollinators.

Description All organic herbs grown at the Burt's Bees Farm are then made into therapeutic grade, pure, essential oils and tinctures to strengthen your body's immune system & better fight disease for overall wellness. Many of our herbal remedies are infused with our local harvested honey as a 100% natural preservative. When it comes to our herbs and ingredients—organic, sustainability, health and integrity are our guiding principles.

Description Apiculture is the technical term for beekeeping. Our kit has all that is needed for building a prosperous bee colony including one fir wood bee box with frames, a bee smoker, a hive tool and our one of a kind bee-keeping suit, made from postconsumer recycled plastic bottles with a one-for-one business model—for every one suit bought here in the US, one is donated to a beekeeper in need in a developing country.

Mission Burt's bee-friendly, organic insecticides & pesticides reinforces our mission of preserving bees and cultivating sustainable practices so that we may create a flourishing world for all by introducing a non-toxic, effective alternative that is good for people, plants and pollinators. Similar to Organocide Organic Bee Safe Insect Killer, Dr. Earth, Safer. Differentiators This will be completely non-toxic as compared to 'low-toxicity,' proving to be the safest alternative, for bees, nature & man.

Mission Burt's organic essential oils and herbal tinctures underscores our commitment to cultivate sustainable practices so that we may create a flourishing world for all by providing natural remedies for people, straight from the farm, while also serving as bee food. Similar to Herb Pharm, Gaia Herbs, Lacura. Differentiators While other herbal remedies are derived from many different places and sourced from various other herbalists, our herbal tinctures and essential oils are all made right here, at the Burt's Bees Farm.

Complete starter kit for beekeeping.

Mission Burt's Ecological Apiculture Kit, reinforces our mission of preserving bees and cultivating sustainable practices so that we may create a flourishing world for all by connecting humans with bees & nature. Similar to BuildaBeehive, Honey Keeper. Differentiators Despite the similarities between various apicultural kits, ours includes our one of a kind bee-keeping suit, made from postconsumer recycled plastic bottles. We also donate a suit to a beekeeper in need in a developing country, whenever one is bought here in the US.

OUR FUTURE | FUTURE ENDEAVORS

SERVICE [S1]

SERVICE [S2]

SERVICE [S3]

Urban Rooftop Beekeeping

Bees Overseas

The Worker Bee App

Master beekeepers will come install and care for beehives at businesses and schools in an urban setting.

Ending world hunger and promoting wellness through cultivating global apicultural practices.

A free mobile app for iOS and Android, made by beekeepers, for beekeepers.

Description Different cities or urban areas have different laws that govern beekeeping, and while there are those that outright forbid it, some allow it as long as the beekeeper follows laid out rules. Our expert beekeepers will help set you up with your first live hive. They will show you the various parts of the beehive and explain how the bees work together in an urban environment. Learn how to harvest your own honey and save bees. Protective clothing will be included with this service. No experience with bees necessary.

Description The bee population is in serious danger, and that means our entire food system is too. We work with partners/various NGOs to collaborate on projects that enhance peoples' livelihoods and improve their quality of life. We promote locally appropriate beekeeping to enable participants to generate income to alleviate poverty in developing countries.

Mission The Urban Rooftop Beekeeping service reinforces our mission of preserving bees and cultivating sustainable practices by encouraging city-dwellers to start caring for their own hives. Similar to AlvĂŠoli. Differentiators What sets us apart is that our services are made available for purchase internationally, where our products are being sold.

Mission Bees Overseas reinforces our mission of preserving bees and cultivating sustainable so that we may create a flourishing world for all by by reconnecting people with bees and nature, to help eradicate world hunger and poverty. Similar to Bees Abroad. Differentiators In addition to Bees Abroad that provides equipment, training, field support, marketing and business skills to build beekeeping enterprises, Bees Overseas also advises how to grow a garden that is bee-friendly with native plants, so the final product isn't just honey, but also locally sourced medicinal plants.

Description This is a service that helps beekeepers from organising and recording hives and apiaries to tracking inspections or honey harvested, to information on queens or where a piece of equipment is being used. The Worker Bee App is designed to help you look after your bees, using as much or as little detail as you need. This app would be much more useful than taking notes on paper. Other features include recording detailed inspections and adding photos, retrieving and reviewing data, log where every piece of equipment is being used, and a built in calendar to keep track of important dates. Mission The Worker Bee App reinforces our mission of preserving bees and nature by enabling beekeepers to keep better track of their apiaries. Similar to BeePlus Beekeeping Manager. Differentiators Unlike BeePlus Beekeeping Manager which costs money, and is only made for the iOS, the Worker Bee App, is free and compatible with iOS as well as Android.

BURT’S BEES | VISUAL STANDARDS GUIDE

FUTURE ENDEAVORS

ENVIRONMENT [EN1]

ENVIRONMENT [EN2]

EVENT [EV1]

Community Bee Garden

Wholesome Nutrition Store

Local Beekeeping Seminar

Creating green spaces habitable for our bee pollinators, into our community.

A local health-food store that only sells Burt's Bees products.

Meant for new beekeepers and those considering starting a hive.

Description Approximately one-third of our food supply is pollinated by various bees. Taking care of pollinators is not only important, but it's essential for the ecosystem to function. The Burt's Bees Community Garden Project will have bee friendly plants that bloom throughout the season to provide food and nourishment for the bees as well as a water source for them.

Description Organic foods often have more beneficial nutrients, such as antioxidants, than their conventionally-grown counterparts and people with allergies to foods, chemicals, or preservatives may find their symptoms lessen or go away when they eat only organic foods—plus it is inevitably better for the environment. In this store, one will find all of our products that come straight from the Burt's Bees Farm—organic vegetable and fruits, organic essential oils and herbal tinctures, personal care products, as well as fresh & locally produced honey.

Description Among backyard gardeners, perhaps the biggest buzz of the past couple of years, concerns bees. Keeping them, and keeping them healthy, adds additional challenges and brings a sticky sweet reward to the farm-to-table movement. Apiarists from throughout the region and people considering raising bees will gather to discuss, learn and share their knowledge of raising bees. It will also include local and national speakers, vendors, etc. for amateur and professional beekeepers

Mission The Burt's Bees Community Bee Garden Project reinforces our mission of preserving bees and their habitat by enhancing communities with greenery while providing new homes for the bees through sustainable practices. Similar to City of Surrey Bee Garden. Differentiators No two gardens are ever the same. However what truly sets us apart is our sustainable practices such as using recycled materials, solar and rain water collection, community compost, etc.

Mission The Wholesome Nutrition store reinforces our mission of cultivating sustainable practices for a flourishing world by promoting a more whollistic lifestyle for people that aid in preserving bees and their habitat highlighting our intricate symbiotic nature. Similar to Good Earth Health Food Store. Differentiators Unlike other health food stores that house products from various sellers, our store's concept is essentially farm-to-store, i.e. only deals with Burt's Bees products.

Mission Local Beekeeping Seminar reinforces our mission of connecting humans with bees and nature to create a more flourishing world for all, by making apicultural information for beginners readily available. Similar to Western PA Beekeeper Seminar. Differentiators Vendors at this seminar would be affiliated with Burt's Bees, and would also be selling Burt's Bees products.

OUR FUTURE | FUTURE ENDEAVORS

EVENT [EV2]

EXPERIENCE [EX1]

EXPERIENCE [EX2]

Burt Speaks on Bioethics

Into the World of Bees

Be the Bee Videogame

Be informed about the ethical issues emerging from advances in biology and medicine, including moral discernment.

An interactive exhibition aimed at raising awareness about the importance of honey bee pollinators.

Experience the world through the eyes of a honey bee.

Description Bioethics includes medical ethics, which focuses on issues in health care; research ethics, which focuses issues in the conduct of research; environmental ethics, which focuses on issues pertaining to the relationship between human activities and the environment, and public health ethics, which addresses ethical issues in public health. Bioethicists conduct research on ethical, social, and legal issues arising in biomedicine and biomedical research.

Description A synergetic exhibit where one can investigate the ancient origin of bees, learn more about their immense diversity, and the eternal story of timeless love between flowers and pollinators. Find out how humans depend on pollination for our most nutritious and flavorful foods. Become an advocate for bees and discover how they impact our world—and how you can help protect them. Bring the whole family—all ages welcome.

Mission Burts Speaks reinforces our mission to cultivate sustainable practices so that we may create a flourishing world for all by informing people about the ethics involved as we make advances in biomedicine and biomedical research. Similar to Ted Talks. Differentiators What makes Burt Speaks so different is that it would be conducted at various locations across the globe for Burt's Bees' employees and the public.

Mission Into the World of Bees exhibition reinforces our mission to connect humans with bees and nature, by making it a fun learning experience for the whole family. Similar to Museum of the Earth, Honey Bee Discovery Center. Differentiators Unlike other exhibitions that do the walkthrough or narrated educational tour, this exhibition is meant to be interactive— perfect for solo trips!

Description Explore and discover the hidden treasures nature has to offer, complete tasks such as collecting pollen, and encountering common honey bee predators, protecting your hive. Users can also choose their preferred environmental setting—be it urban, forest, desert, tropical jungle, etc. Mission Be the Bee Videogame reinforces our committment to connect humans with bees and nature, by making it a fun learning experience for the whole family. Similar to Bee Simulator. Differentiators Unlike Bee Simulator, which has a fixed timeline and tasks to complete in one controlled environment, Be the Bee enables the players to choose between their preferred environmental settings—that affects the order and nature of tasks one needs to complete.

BURT’S BEES | VISUAL STANDARDS GUIDE

FUTURE ENDEAVORS

EDUCATION [ED1]

EDUCATION [ED2]

EDUCATION [ED3]

Gardening Workshop

World Without Bees Podcast

Burt's Bees Scholarships

Learn how to care for a pollinator-friendly garden with easy steps to design a landscape with native plants.

Learn all about honey bees, beekeeping and pollination told by a Burt's Bees expert beekeeper.

Burt's Bees offers a number of opportunities to earn a beekeeping scholarship to introduce youth to beekeeping.

Description Knowing that bee populations are on the decline, we must learn how to cultivate a conducive environment for bees, so that they are not an endangered species anymore, which would also include learning how to respect nature and bees. In this workshop with bioethicist Liz, one would learn about the best bee-friendly native plants, how to save seeds, landscaping for bees, bee hotels, etc.

Description This podcast isn’t just for beekeepers. It also talks about all kinds of bee-friendly native plants, how we can help them thrive and talk to people who have dedicated their lives to helping bees. This podcast is for anyone who wants to learn more about bees. We release 3 episodes a month. One episode is about bees and pollination. The second episode is about the basics of beekeeping. The third episode is about cultivating a pollinatorfriendly garden.

Description In order to keep the tradition of beekeeping going, we work with youth to provide encouragement and knowledge to those interested in honey bees and the timehonored business of beekeeping by offering them scholarships. They will learn beekeeper best-practices and address the issues of caring for bees and producing honey. The goal is to complete this program with life skills that help them achieve success, continue learning and growing as they move forward! Scholarship awards will be given annually “furthering the apicultural sciences.”

Mission Our Gardening Workshop reinforces our mission to cultivate sustainable practices so that we may create a more flourishing world for all by teaching people how to grow and tend to a bee-friendly garden. Similar to Herbal schools. Differentiators These workshops will be conducted across the globe that caters to the various biodiversity of each place where Burt's Bees products are sold.

Mission World Without Bees Podcast reinforces our mission to cultivate sustainable practices so that we may create a more flourishing world for all by informing people about the benefits of beekeeping and the methods to do so.

Mission The Burt's Bees Scholarship reinforces our mission of preserving bees and creating a more flourishing world by providing the youth with beekeeping skills.

Similar to Beekeeping Today, The Buzz About Bees.

Similar to WCABA Scholarships.

Differentiators This podcast would be conducted by a Burt's Bees expert beekeeper.

Differentiators We offer student exchange programs as Burt's Bees is an international brand.

OUR FUTURE | FUTURE ENDEAVORS

EDUCATION [ED4]

CO-BRANDING [CO1]

CO-BRANDING [CO2]

Build a Bee Hotel Forum

Burt's Bees Biomimicry Research Institute

Movie Buzz

A forum where one can learn about all the materials required to build many types of bee hotels for your garden. Description Bee hotels are similar to bird houses, but instead of attracting birds, they attract native solitary bee species that do not belong to a colony. In order to combat declining wild bee populations, bee hotels have become quite popular. A bee hotel contains materials that bees like to nest in, like wood drilled with holes, hollow bamboo stalks, and other materials that mimic the beesâ&#x20AC;&#x2122; natural nesting areas. Do bee hotels work? Which ones work better? Are there designs that will increase your chance of getting bees to move into your bee hotel? This forum will answer all of these questions and many more.

See how scientists are using cutting-edge technology to study, save, and learn from the worldâ&#x20AC;&#x2122;s most important insect. Description Burt's Bees has collaborated with the Biomimicry Research Institute to further our understanding of bees. Biomimicry is the practice of looking to nature for inspiration to solve any design problems in a regenerative way. Biologists want to understand the behaviors of bees while robotics engineers want to mimic them. By fusing the intellectual disciplines and the work of biologists, designers, engineers, business professionals, chemists and others, we can address the challenges sustainability demands.

Mission Build a Bee Hotel Forum reinforces our mission to preserve bees, by cultivating sustainable practices to create a more flourishing world for all by educating bee-enthusiasts to build their own bee hotel for their backyard garden.

Mission Burt's Bees Biomimicry Research Institute underscores our commitment to cultivate sustainable practices so that we may create a more flourishing world for all by scientifically researching bees and applying those principles to various design problems that need nature's solutions.

Similar to Wild Life Gardening Forum.

Similar to The Biomimicry Institute.

Differentiators The mediator of the Forum is an expert beekeeper part of the Burt's Bees team.

Differentiators What makes this initiative unique is that, field scientists would be conducting research at the Burt's Bees Farm.

Showcasing inspirational and informative films that are all themed around the intricate lives of bees. Description This is an initiative by Burt's Bees to instill respect and love for bees in people's hearts, by playing movies pertaining to these remarkable creatures. These movies would include documentaries and docudramas as well as fictional movies of all genres like comedy, animation, romance, musicals, etc. relating it back to the incrediable life of bees. This is a collaboration with AMC Theatres. Mission The Burt's Bees Movie Buzz underscores our commitment to connecting humans with bees and nature to create a more flourishing world by showcasing inspirational and informative bee movies. Similar to AMC Theatres. Differentiators After watching the film, it would be followed by Movie Trivia where people can then discuss the movie with a round of Questions and Answers.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS

Bee-Friendly, Organic Insecticides & Pesticides PRODUCT [PR1] Control invasive pests while protecting the earth, pollinators, and humans. Honeybee populations have been falling at an alarming rate for years now. One of the most significant reasons for the decreasing number of bees is sadly the increased use of pesticides by humans. As a result, chemical pesticides and insecticides pose a threat to honey bee survival. However, Burt's Bees' non-toxic, organic pesticides break down rapidly after application and therefore have no impact on pollinators. As stewards of this land, we are helping make more responsible choicesâ&#x20AC;&#x201D; protect your garden without risking harm to local pollinators. Mission Burt's bee-friendly, organic insecticides & pesticides reinforces our mission of preserving bees and cultivating sustainable practices so that we may create a flourishing world for all by introducing a non-toxic, effective alternative that is good for people, plants and pollinators.

Left A woman uses Burt's Bees non-toxic, organic pesticide to rid her plants of pests as well as to not harm other visitors in her garden such as bee pollinators.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Above Maintaining ecological balance and biodiversity is important for the survival of bees and the planet.

Right We rely on the pollination efforts of bees (and other animals) to sustain our modern food system.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

The Worker Bee App SERVICE [S3] A free mobile app for iOS and Android, made by beekeepers, for beekeepers. This is a service that helps beekeepers from organising and recording hives and apiaries to tracking inspections or honey harvested, to information on queens or where a piece of equipment is being used. The Worker Bee App is designed to help you look after your bees, using as much or as little detail as you need. This app would be much more useful than taking notes on paper. Other features include recording detailed inspections and adding photos, retrieving and reviewing data, log where every piece of equipment is being used, and a built in calendar to keep track of important dates. Mission The Worker Bee App reinforces our mission of preserving bees and nature by enabling beekeepers to keep better track of their apiaries.

Right A user experiencing The Worker Bee app in her garden.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS

Left A man using The Worker Bee app in his garden to help him locate his hive tool that he last used while tending to his bees.

Below A woman using The Worker Bee app to track the date she last harvested honey from the hive in her garden.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS

Burt Speaks on Bioethics EVENT [EV2] Be informed about the ethical issues emerging from advances in biology and medicine, including moral discernment. Bioethics includes medical ethics, which focuses on issues in health care; research ethics, which focuses issues in the conduct of research; environmental ethics, which focuses on issues pertaining to the relationship between human activities and the environment, and public health ethics, which addresses ethical issues in public health. Bioethicists conduct research on ethical, social, and legal issues arising in biomedicine and biomedical research. Mission Burts Speaks reinforces our mission to cultivate sustainable practices so that we may create a flourishing world for all by informing people about the ethics involved as we make advances in biomedicine and biomedical research.

Left A man gives a bioethical talk on "Why Bees are Dying" at a Burt Speaks event.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Above The audience, that is part of the Burt's Bees community at a Burt Speaks event on Bioethics.

Right A keynote speaker discussing issues related to biothics at a Burt Speaks event.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

BURT’S BEES | VISUAL STANDARDS GUIDE

Into the World of Bees EXPERIENCE [EX1] An interactive exhibition aimed at raising awareness about the importance of honey bee pollinators. A synergetic exhibit where one can investigate the ancient origin of bees, learn more about their immense diversity, and the eternal story of timeless love between flowers and pollinators. Find out how humans depend on pollination for our most nutritious and flavorful foods. Become an advocate for bees and discover how they impact our world—and how you can help protect them. Bring the whole family—all ages welcome. Mission Into the World of Bees exhibition reinforces our mission to connect humans with bees and nature, by making it a fun learning experience for the whole family.

Right A group of children along with their chaperone explore, and discover more about bees on their visit to the exhibit.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS

Left People learn about the numerous types of bees while exploring the "Into the World of Bees" exhibit.

Below The whole family is engaged in a fun interactive game of "protecting their hive" at the exhibit.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS

World Without Bees Podcast EDUCATION [ED2] Learn all about honey bees, beekeeping and pollination told by a Burt's Bees expert beekeeper. This podcast isnâ&#x20AC;&#x2122;t just for beekeepers. It also talks about all kinds of bee-friendly native plants, how we can help them thrive and talk to people who have dedicated their lives to helping bees. This podcast is for anyone who wants to learn more about bees. We release 3 episodes a month. One episode is about bees and pollination. The second episode is about the basics of beekeeping. The third episode is about cultivating a pollinatorfriendly garden. Mission World Without Bees Podcast reinforces our mission to cultivate sustainable practices so that we may create a more flourishing world for all by informing people about the benefits of beekeeping and the methods to do so.

Left An expert beekeeper talking about maintaining a healthy hive on the Burt's Bees "World Without Bees" podcast.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Below Expert gardener sharing her tips on cultivating a bee-friendly garden.

Right Login screen when one is tuned in to the "World Without Bees" podcast.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Burt's Bees Biomimicry Research Institute CO-BRANDING [CO1] See how scientists are using cutting-edge technology to study, save, and learn from the worldâ&#x20AC;&#x2122;s most important insect. Burt's Bees has collaborated with the Biomimicry Research Institute to further our understanding of bees. Biomimicry is the practice of looking to nature for inspiration to solve any design problems in a regenerative way. Biologists want to understand the behaviors of bees while robotics engineers want to mimic them. By fusing the intellectual disciplines and the work of biologists, designers, engineers, business professionals, chemists and others, we can address the challenges sustainability demands. Mission Burt's Bees Biomimicry Research Institute underscores our commitment to cultivate sustainable practices so that we may create a more flourishing world for all by scientifically researching bees and applying those principles to various design problems that need to natural solutions.

Right A scientist examines the DNA barcoding for identifying native bee species, at the Burt's Bees Biomimicry Research Institute.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS

Left The "Burt's Bees Biomimicry Research Institute" building with a living green wall.

Below Field scientists at the Burt's Bees Farm collecting biospecimens for research.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS 81

Ecological Apicultural Kit PRODUCT [PR3] Complete starter kit for beekeeping. Apiculture is the technical term for beekeeping. Our kit has all that is needed for building a prosperous bee colony including one fir wood bee box with frames, a bee smoker, a hive tool and our one-of-akind bee-keeping suit, made from postconsumer recycled plastic bottles with a one-for-one business modelâ&#x20AC;&#x201D;for every one suit bought here in the US, one is donated to a beekeeper in need in a developing country. Mission Burt's Ecological Apiculture Kit, reinforces our mission of preserving bees and cultivating sustainable practices so that we may create a flourishing world for all by connecting humans with bees & nature.

Left A beekeeper takes care of his bees wearing our one-of-a-kind bee-keeping suit made from recycled plastic bottles.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Below Bee-hive smoker tool and stand that is included in the apicultural kit.

Right Fir wood bee box with frames.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Organic Essential Oils + Herbal Tinctures PRODUCT [PR2] All natural, therapeutic grade herbal remedies for all. All organic herbs grown at the Burt's Bees Farm are then made into therapeutic grade, pure, essential oils and tinctures to strengthen your body's immune system & better fight disease for overall wellness. Many of our herbal remedies are infused with our local harvested honey as a 100% natural preservative. When it comes to our herbs and ingredientsâ&#x20AC;&#x201D;organic, sustainability, health and integrity are our guiding principles. Mission Burt's organic essential oils and herbal tinctures underscores our commitment to cultivate sustainable practices so that we may create a flourishing world for all by providing natural remedies for people, straight from the farm, while also serving as bee food.

Right A woman uses Burt's Bees essential oils as a method to maintain wellness.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

OUR FUTURE | FUTURE ENDEAVORS 87

Left Fresh lavender harvested and dried at the Burt's Bees farm ready for distillation.

Below A mĂŠlange of Burt's Bees essential oils in roll-on bottles.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Build a Bee Hotel Forum EDUCATION [ED4] An online forum where one can learn about all the materials required to build many types of bee hotels for your garden. Bee hotels are similar to bird houses, but instead of attracting birds, they attract native solitary bee species that do not belong to a colony. In order to combat declining wild bee populations, bee hotels have become quite popular. A bee hotel contains materials that bees like to nest in, like wood drilled with holes, hollow bamboo stalks, and other materials that mimic the beesâ&#x20AC;&#x2122; natural nesting areas. Do bee hotels work? Which ones work better? Are there designs that will increase your chance of getting bees to move into your bee hotel? This forum will answer all of these questions and many more. Mission Build a Bee Hotel Forum reinforces our mission to preserve bees, by cultivating sustainable practices to create a more flourishing world for all by educating bee-enthusiasts to build their own bee hotel for their backyard garden.

Right A user experiencing The Build a Bee Hotel Forum online.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

BURTâ&#x20AC;&#x2122;S OUR BEES FUTURE | VISUAL | FUTURE STANDARDS ENDEAVORS GUIDE

Left A simple model for a bee hotel with drilled holes in logs and bricks with cavities.

Below A bee crawls inside the cavity of a bee hotel for shelter.

BURTâ&#x20AC;&#x2122;S BEES | VISUAL STANDARDS GUIDE

Check out our brand Visual Development Guide to see how the new Burtâ&#x20AC;&#x2122;s Bees was reborn and our Visual Strategy Guide to know more about the brand and its origin.

Designer Divya Kotwani Program MA in Graphic Design Typography Bree Brandon Grotesque Photography Unsplash.com Pexels.com Printing & Binding Blurb.com

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