Food & Beverage
Food & Beverage brand guidelines — colour palettes, typography and design systems for food brands, with honest notes on ownership and where each is made.
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Klondike Brand Guidelines: The Silver Square, the Polar Bear & ‘What Would You Do?’
Brand Guidelines · Field Guide Klondike Brand Guidelines A square silver bar, a polar bear and a question — what would you…
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Cornetto Brand Guidelines: The ‘Little Horn’, the Crispy Cone & ‘Just One Cornetto’
Brand Guidelines · Field Guide Cornetto Brand Guidelines A ‘little horn’ from Naples with a crispy cone and a jingle sung to…
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Popsicle Brand Guidelines: An Accidental Invention, the Twin Stick & a Generic Name
Brand Guidelines · Field Guide Popsicle Brand Guidelines An accidental frozen treat on a stick, invented by an 11-year-old — and a…
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Magnum Brand Guidelines: The Crack, Adult Indulgence & the Heartbrand
Brand Guidelines · Field Guide Magnum Brand Guidelines A thick chocolate shell engineered to crack — indulgence for adults, in chocolate brown…
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Baskin-Robbins Brand Guidelines: 31 Flavors, the Hidden ‘31’ & Pink and Brown
Brand Guidelines · Field Guide Baskin-Robbins Brand Guidelines 31 flavors, a number hidden in the logo, and pink spoons — an ice…
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Häagen-Dazs Brand Guidelines: The Fake Danish Name, the Umlaut & Super-Premium
Brand Guidelines · Field Guide Häagen-Dazs Brand Guidelines A burgundy wordmark, a fake Danish name and an umlaut that means nothing —…
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Ben & Jerry’s Brand Guidelines: Vermont Cows, Chunky Flavors & Activism
Brand Guidelines · Field Guide Ben & Jerry’s Brand Guidelines Blue skies, black-and-white cows and chunky pun-named ice cream — folksy Vermont,…
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Snickers Brand Guidelines: Named After a Horse, ‘You’re Not You When You’re Hungry’
Brand Guidelines · Field Guide Snickers Brand Guidelines A bar named after a racehorse, and a slogan that made hunger the whole…
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PEZ Brand Guidelines: From ‘PfeffErminZ’, an Anti-Smoking Mint & the Dispenser
Brand Guidelines · Field Guide PEZ Brand Guidelines A name built from ‘peppermint’, an anti-smoking mint that became a kids’ toy —…
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Kinder Brand Guidelines: ‘Children’ in German, the US Surprise Ban & Ferrero
Brand Guidelines · Field Guide Kinder Brand Guidelines ‘Children’ in German — Ferrero’s kids’ chocolate, a smiling face on the wrapper, and…
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Ferrero Rocher Brand Guidelines: The Gold Sphere, ‘Rocher’ & the Ambassador’s Ad
Brand Guidelines · Field Guide Ferrero Rocher Brand Guidelines A hazelnut in gold foil, a name that means ‘rock’, and a campy…
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Reese’s Brand Guidelines: The Peanut Butter Cup, H.B. Reese & the Trademarked Orange
Brand Guidelines · Field Guide Reese’s Brand Guidelines A peanut butter cup in orange — invented by a Hershey dairyman, and one…