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Creat ive br ie fPoland Spr ing has been a we l l - establ ished b r a n d s ince 1845,cur ren t l y s tand ing in the top th ree lead ing se l le rs fo r bo t t ledwater. Desp i te our success, we fee l as though t h e b r a n d hasbecome outdated compared to our competi tors such as Dasaniand Smar t Water. In o rder to c o n t i n u e t o c o m p e t e w i th o ther b r a n d s w e a r e re f resh ing o u r l o o k. The Po land Spr ing b r a n dh a s s t r i v e d o f f o f t r a d i t i o n a n d a u t h e n t i c i t y, t w o q u a l i t i e s tha t we want to m a i n t a i n w i th in our rebrand. Yet we st i l l wantt o c o n v e y a m o r e m o d e r n a n d s imp l i f ied way to p resent ourbrand. Our s to ry i s the core o f our b rand, w h i c h w e w a n t t ocon t inue w i t h the r e b r a n d. Providing our customers w i th cr isp,na tu ra l , f resh, h igh qual i ty water i s what we l i ve fo r. A n d w ehave exceeded the needs o f our customers, c rea t ing a b r a n d t h a t i s v i s u a l l y a p p e a l i n g in today ’s g e n e r a t i o n w i l l h i g h l y benef i t o u r company. We have been per fec t ing our water fo rnearly 200 years, making Poland Spring water the best on earth.

Mission“Poland Spring water is 100% natural water that comes from mother Earth itself. We base our product on authent ic i ty and tradi t ion. Our water is always fresh, crisp, and pure making sure our customers receives the highest quality of our product”

O U R LO G O

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1 0 0 % n a t u r a l s p r i n g w a t e r

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Our logo is a more modern and simpl ist icway o f represent ing the Po land Spr ing Brand, yet maintaining the tradi t ion and authenticity of it. The cool blues and grays are meant to represent the refreshing, crisp,natural taste of our water. We have decidedto continue using the tagl ine “100% NaturalSpring Water” because it perfectly describesthe qual i ty of our product. The logo can beused with and without the tagline. However,when the logo is reduced to a smal l s ize the tagline will become difficult to read, it isto be used with discretion.

O U R LO G O

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P O L A N D

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Our logo has been designed with a translucentbox that acts as buffer between our coloredlogo and different colored backgrounds, andallows our logo to be used across a multitudeof medias. The translucent box can vary from80-100% opacity depending on the backgroundmedia. Our logo should never be changed incolor. The only exception is a black and whiteversion for budget reasons only. Our logo should never be represented as pixelated, stretched, or distorted in anyway.

Alpaca Scarlett Demo:

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

abcdefgh i j k lmnopq rstuvwxyz

1234567890!@#$%^& *()_+

Alpaca Scarlett Demo should only be used for the name of the company, Poland Spring and for headlines on promotional pieces. This typeface should never be used in body copy and should never be used in any other color other than Pantone 431 U. This typeface works best when it is allcapitalized and should never be used lowercase.

Bebas Neue:

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ +

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ +

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ +

Bebas Neue is a capi tal ized typeface that cannot be used lowercase . This typeface shou ld on ly be used in the logo and fo r sub-headers on promotional pieces. This typeface should never be used for body copy as i t would be di ff icul t to read when used on more than one line. This typeface should never be used in any other color other than Pantone 431 U. Regarding the logo, the EST 1845 should always be in “regular” weight while the tagline at the bottom should always be used in “book”. On other promotional pieces, the weight should never be lighter than “book” but can be thicker only when needed. For example, if the logo is presented on top of an image and it cannot be read.

Arial Narrow:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890!@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890!@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+

This typeface should be used for all body copy. There are four variations that should only be used accordingly.

T Y P O G R A P H Y

C O LO R PA L E T T E

Pantone 431 U

Pantone 7541 U

Pantone 305 U

Pantone 635 U

These four colors do not only represent thePoland Spring logo but the ent i re Po land Spring brand as a whole. This color palette is intended to be used across the board foreverything. Gray is the primary color of ourbrand whi le the blue is a secondary color.No other colors should be used to representPo land Spr ing un less i t is in the use of photography. These colors were chosen to showcase the cool refreshing crisp taste of Poland Spring water. This needs to always be clear with the brand.

80%

20%

C:57M:45Y:40K:8

R:117G:123B:131

R:224G:228B:229

R:173G:224B:238

R:83G:200B:229

C:11M:6Y:7K:0

C:58M:0Y:4K:0

C:30M:0Y:5K:0

C O R P O R AT E I D E N T I T Y

LetterheadBusiness card

No. 9 envelope

M O O D P H O TO G R A P H Y

M O O D P H O TO G R A P H Y X

A DV E R T I S I N G

h yd r at e yo u r s e l f w i t h

mothernature 100% n atu ral spr i n g wate r

Our advertising should always reinstate our mission, crisp, fresh, natural, and healthy. This should majorly be represented through photography because we want our brand to be authentic, real, and natural. Photography can be edited, however, should never look “too” photoshopped, we want our product to not appear fake, overly glamorized, placed in unlikely scenarios, etc. Occasionally and only when necessary can vectored illustrations be used. When vectored illustrations are used they must stay consistent to our logo and have the same look and feel, clean and modern.

W E B S I T E

our water Home our products our services our environment about us Our heritage

A B O U T U S

Follow us!c o n ta c t u s | S e l l p o l a n d s p r i n g | s a f e t y a n d h a n d l i n g | fa q | s i t e m a p | t e r m s a n d c o n d i t i o n s | p r i va cy p o l i cy | q u a l i t y r e p o r t © 2 0 1 4 n e s t l e wat e r s n o r t h a m e r i c a i n c

Poland Spring ® Brand 100% Natural Spring Waters is to provide apackaged beverage focused on natural, crisp, fresh taste. Our companystrives off of our heritage, Poland Spring started in 1845 and has trulyperfected the quality of our water. We go above and beyond to makesure we have the best tasting water on earth!

In 1987 we joined Nestle Waters North America, a company that importedthe famous French the famous French sparkling water, Perrier ® Sparkling Natural MineralWater. The company had developed when Americans were inquiring ahealthier lifestyle, which led them to begin adding high quality waters toits product line such as Poland Spring!

Nestle Waters North America Inc is the largest water companies in theUnited States, we are proud to be a part if it. Our responsibility is toprovide our costumers with the highest quality, best tasting water in theworldworld. You can be assured that every drop of our water comes fromcarefully selected spring sources in Maine, captured right at the source.

For more information about Nestlé Waters North America, visit our website.

Our new website design is to continue the new look of our brand; modern, sleek, and simple. Thehome page is meant to have a slideshow of nature photography running behind our new logoalong with a navigation bar and social media links. Keeping the home page simplistic is meant to draw the viewer in and through the navigation bar the user can easily access additional information.

PAC K AG I N G

Our packaging is designed to reinforce themodern, crisp, and refreshing feel of our rebrand.The background of our new label is a gradient of cool grays for a simplistic and modern look. Also, the simple background allows our new logo to be a focal point and really stand out. As shown below, our new label will be used on all products of all sizes.