ZUBISU - BRAND BOOK (DRAFT) by Toobydoo

/ Contents

1/ Welcome 2/ The Brand 3/ Brand Elements 4/ Brand Assets 5/ Products 6/ Collabs 7/ Campaigns

Contents

A COLLECTION OF COLORFUL STUFF FOR PEOPLE

Welcome! Welcome to the ZUBISU brand guidelines by ZUBISU Licensing Ltd. This document contains all you need to know about the ZUBISU brand, and how branding should be used on products, packaging, marketing materials and point of sale, ensuring the brand stays consistent throughout. Using the brand correctly is extremely important, for us and our customer’s expectations and brand experience. So we ask that the guidelines will be followed accurately. We hope you enjoy getting to know the exciting ZUBISU brand better. The ZUBISU team / New York, 2021

Part One / Welcome

/ The Brand

What is ZUBISU? ZUBISU is a designer brand founded in New York, best known for its eye-catching creativity and its iconic rabbit character. ZUBISU effectively blends street and popular culture into edgy, colorful fashion and accessories designs. Launched in 2015, ZUBISU promotes an optimistic, bold lifestyle. Let’s be good, do good and make cool stuff together. Always innovating, ZUBISU is at the forefront of fashion. Let’s play and have some fun! Loved by design enthusiasts around the world, ZUBISU is destined to make your life a little happier.

Part Two / The Brand

What is ZUBISU?

What’s in a name? ZUBISU gets its name from the word zoo, where people and animals happily live together in chaos. Let the zoo be the zoo. It also makes a playful reference to the classic French song Zou Bisou, freely translated as Oh! Kiss Kiss as a declaration of love and the fun of kissing.

Part Two / The Brand

What’s in a name?

Part Two / The Brand

The Rabbit

The Rabbit ZUBISU is also the name of the playful rabbit character. He is mischievous, but friendly and often accidentally gets into trouble. He is polite and likeable, but sometimes gets bored being tedious. His signature exclamation is Oops! The rabbit is often part of our designs as a reminder to be nice, but also have fun!

OOPS!

Part Two / The Brand

The Rabbit

/ Brand Elements

The Logo 42.05%

15.9%

42.05%

Logo Colors Red: Pantone 485 White: Opaque White Typeface: Frankfurter (Regular) Text centered horizontally and vertically

Did you notice that the ear shape of the rabbit is the same as the U-shape of our logo? Note! Our logo may not be recreated with other font types or colors.

Part Three / Brand Elements

The Logo

Part Three / Brand Elements

The Colors

Red PMS = Pantone 485 C=0, M=100, Y = 100, K = 0 R = 230, G = 43, B = 30 Hex = E62B1E

White PMS = Opaque White C=0, M=0, Y = 0, K = 0 R = 255, G = 255, B = 255 Hex = FFFFFF

Black PMS = Black C=70, M=50, Y = 30, K = 100 R = 0, G = 0, B = 0 Hex = 000000

The main brand colors are red, white and black. Part Three / Brand Elements

The Colors

Part Three / Brand Elements

Packaging

Use on Packaging

First Font: Frankfurter Second Font: Helvetica Bold Base colors: Black, white, red Specialty tag design combining key elements

Part Three / Brand Elements

Packaging

/ Brand Assets

Trademarks ZUBISU and the rabbit character have registered trademarks (in various classes), design patents and copyrights in many geographical territories. Application on packaging All packaging must state on the back side of the packaging “ZUBISU is a registered trademark”. If the size of the product does not allow enough space on the back then you must use the space below the logo on the front, as per the logo guidelines. Application on products All product moulds should use the ZUBISU logo. If the size of the product does not allow for the trademark symbol to be clearly legible, you can remove the symbol. This has to be approved on a case by case basis by the Licensing Manager.

Part Four/ Brand Assets

Trademarks

Design Essence Every ZUBISU product should be designed to be “Unmistakably ZUBISU”, creating a look that is strong and ownable. The identity feels ‘pop & street’, familiar, timeless, expressive and inspirational, with the potential to evolve over time. While the identity has strong design elements that bring all the products together to create one distinctive brand, the application of these elements allows for differentiation between product groups and the mass and premium tiers.

Part Four / Brand Assets

Design Essence

A COLLECTION OF COLORFUL STUFF FOR PEOPLE

Designs Our licensees have access to an extended design archive. This archive consists of geometrical, dots and stripe patterns, as well as many cartoon characters. Our designers can develop new characters (variations on the rabbit character) and design patterns upon request.

Approvals All product and related designs and copy must be approved by the Licensing Manager. This includes packaging, POS, advertising, PR and any other communications associated with the brand. Please contact the relevant Manager for more information on the Brand Approval Process.

Part Four / Brand Assets

Designs & Approvals

/ Products

Products Products exist in multiple trademark categories. The next pages contain a sampling of products and use of characters on these products.

Part Five / Products

Product Showcase

/ Collabs

Design collabs Design collaborations consist of crossovers between the ZUBISU rabbit and third party licensable characters. The following pages showcase the unlimited cross-branding possibilities.

Part Six / Collabs

Designs & Approvals

/ Campaigns

New York

Tokyo Part Seven / Campaigns

The Rabbit Toy

New York 82

Part Seven / Campaigns

Tokyo The Rabbit / Bubblegum / T-Shirt

New York

Tokyo

Part Seven / Campaigns

The Rabbit / Zombie / T-Shirt

New York 84

Part Seven / Campaigns

Tokyo The Rabbit / Panda / Skateboards

New York

Tokyo

Part Seven / Campaigns

The Rabbit / Panda / Skateboard

©® ™

Z U B ISU an d t h e Z U B ISU rab b it are reg ist ered t rad emarks. A ll rig h t s reserved . Z U B ISU .C OM

Z U B ISU .C N

New York Tokyo Hong Kong Shanghai

ZUBISU Licensing Ltd. +86-(0)21-6446-9096 / Helen Wu / Shanghai, Seoul +1-917-685-8553 / Sonja Lips / New York