A windowsill pie isn t just a pie. It is a philosophy, an approach to living, a love for life.

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2 A windowsill pie isn t just a pie. It is a philosophy, an approach to living, a love for life.

3 MENU STRAWBERRY LEMON PIE 2. BANANA COGNAC PIE 3. RUM & APPLE PIE 4. PINEAPPLE PASSIONFRUIT YOGHURT PIE 5. SPARKLING YUZU PIE 6. S MORES PIE 7. PECAN & PUMPKIN PIE 8. COCONUT LIME VODKA PIE 9. HONEY MACADAMIA PIE 10. PECAN PIE 11. PUMPKIN PIE 12. MORELLO CHERRY PIE 13. CAMP SYMMETRY PIE 14. GRASSHOPPER PIE ARTISANAL PIES & TARTS SINCE 2011

4 windowsill pies BRAND GUIDELINES HOW TO EAT A PIE slowly joyfully honestly by yourself with friends with a pot of tea THE MEANING OF FOOD If food feeds the body, pies feed the soul. 1 THE BRAND 1 01 BRAND LOGO 1 02 BRAND LOGO WITH POSITIONING LINE 1 03 CORPORATE COLOURS 1 04 CLEAR SPACE ZONE 1 05 LOGO X COLLABORATOR 1 06 MINIMUM SIZE 1 07 BRAND ENTITY 1 08 COLOUR PALETTE 1 09 TYPOGRAPHY 1 10 BRAND SIGNATURE 1 11 BRAND VISUAL 2 APPLICATIONS 2 01 CARD 2 02 POSTERS 2 03 DIGITAL MARKETING 2 04 MENU 2 05 STICKERS 2 06 BOX 2 07 BAG 2 08 PICNIC MAT 2 09 VAN 2 10 MERCHANDISE

5 1 01 BRAND LOGO The logo is the visual identity of Windowsill Pies. Proper usage of the logo will reinforce its brand positioning. The typographic solution for the logo gives focus to its name Windowsill Pies. The unusual handwritten sans serif typeface with fine irregular lines, gives a classic yet human and whimsical touch, and supports its positioning as an "Artisanal Pies and Tarts" bakery. When enlarging or reducing the size of the brand logo on the computer, press on the "SHIFT" key to ensure that the proportion of the brand logo is not distorted.

6 1 02 BRAND LOGO WITH POSITIONING LINE The second element of the logo is the positioning line "ARTISANAL PIES AND TARTS SINCE 2011". The Windowsill Pies logo can appear with or without its positioning line. The colour of the positioning line should always be the same as the Windowsill Pies brand logo. The positioning line should never be re-created in another typeface, as it is part of the logo. Do only use the artwork file as provided by the brand manager.

7 1 03 CORPORATE COLOURS These brand logo should only appear in any of these 4 basic colours for all corporate materials. As far as possible, the white Windowsill Pies logo on yellow background should be used. As process colours do not always match the corporate colours accurately, it is advisable to use Pantone inks for reproduction artworks whenever possible. WHITE #ffffff C0 M0 Y0 K0 YELLOW PANTONE PROCESS 115U #FFCE2B C0 M20 Y88 K0 BLUE PANTONE 300U #005CB8 C100 M62 Y7 K0 BLACK PANTONE PROCESS BLACK U #231F20 C0 M0 Y0 K100

8 1 04 CLEAR SPACE ZONE The designated clear space zone must be kept free of any other elements to ensure that Windowsill Pies brand logo is always visible. 2X 2X 2X The more clear space there is around the logo, the better it will stand out from other graphic elements. The minimum space required around the brand logo is represented by w, which is the width of the letter W in Windowsill Pies.

9 1 05 LOGO X COLLABORATOR This is the alignment of the Windowsill Pies brand logo when placed with other logos. HORIZONTAL LOCK UP For horizontal lock ups, the collaborator logo will have to be vertically centred to the height of the Windowsill Pies brand logo. For vertical lock ups, the collaborator logo will have to be horizontally centred to the width of the Windowsill Pies brand logo. A A A VERTICAL LOCK UP A A

10 1 06 MINIMUM SIZE The minimum size of the Windowsill Pies brand logo is developed to ensure legibility and clarity. PRINT The size of the logo in typical print applications should be no smaller than 40mm in width. 4 MM The size of the logo in digital applications should be no smaller than 140px. Only in applications such as engraving on merchandise where the available space is restricted to a small area, the minimum size of the brand logo without its positioning line can be smaller, but should not be smaller than 2mm in height. DIGITAL 40 MM 11 PX 140 PX

11 1 07 BRAND ENTITY These are some of the Windowsill entity names carrying the brand identity. EXAMPLES Name of entity to be inserted after "Windowsill" BAKERY BAR KITCHEN Distance to be determined by width of "D"

12 1 08 COLOUR PALETTE Colour is an integral component of Windowsill Pies's branding. These colours can be used for applications such as marketing collaterals, corporate merchandise and websites. This colour palette can be used in its hues too. WHITE #FFFFFF C0 M0 Y0 K0 PANTONE 115U #FFCE2B C0 M20 Y88 K0 PANTONE 300U #005CB8 C100 M62 Y7 K0 PANTONE PROCESS BLACK U # C0 M0 Y0 K100 PANTONE 7583U #CF7B5E C16 M60 Y65 K2 PANTONE 1235U #FFAE39 C0 M38 Y83 K0 PANTONE 552U #B0CFDB C30 M9 Y10 K0 PANTONE 624U #82A096 C52 M26 Y41 K1 PANTONE 7611U #EAC7BB C6 M23 Y21 K0 PANTONE 100U #FFF17E C1 M0 Y62 K0 PANTONE 7454U #7697B9 C56 M33 Y14 K0 PANTONE 568U #427f76 C76 M33 Y54 K10

13 1 09 TYPOGRAPHY The Windowsill Pies brand logo is set in Naive Medium. The thickness of each letter had been resized and kerned to form a more balanced logo. Hence, the brand logo should never be re-typeset or re-created. Do only use the artwork file as provided by the brand manager. The typeface for all Windowsill Pies corporate communications is Gotham. The Gotham typeface can be used in bold, medium, book and light. For digital applications such as websites, the secondary English typeface Futura PT light is used for legibility. NAIVE MEDIUM USE FOR BRAND TAGLINES, SIGNAGE ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%&*( )+",& GOTHAM MEDIUM USE FOR CORPORATE HEADERS, CAPTION ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*( )+",& GOTHAM LIGHT USE FOR BODYCOPY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*( )+",&

14 1 09 TYPOGRAPHY For Mandarin & Japanese communications, the typefaces used are Adobe Heiti Std Regular ( 方正黑简体 ) and MS Gothic Regular and Hiragano Mincho Pro W3 (MS ゴシック ). ADOBE HEITI STD REGULAR 方正黑简体 MS GOTHIC REGULAR MS ゴシック

15 1 10 BRAND SIGNATURE This is the brand signature of Windowsill Pies. The handwritten brand name reflects the artisanal and honest quality of the Windowsill Pies brand. The brand signature can be used on its own, after the first instance of contact had been established with the brand logo. On applications such as stationery items, corporate merchandise, websites or signages, the brand signature serves as a sub-branding element. The brand signature can also take on any of the colours from the colour palette.

16 1 11 BRAND VISUAL 1

17 1 12 BRAND VISUAL 2

18 1 13 BRAND VISUAL 3

19 2 01 CARD BUSINESS CARD BUSINESS CARD Size 55mm x 90mm Paper 220gsm Maple white x 2 ply Printing 1C X 1C (Pantone 115U) Finishing Front of card to emboss 'WINDOWSILL' logo 65MM x 25MM, deepest emboss possible Front & back of card to stick 220gsm paper together Trim to size SHOP CARD SHOP CARD Size 55mm x 90mm Paper 300gsm Summer white Printing 4C x 1C Finishing Trim to size

20 2 02 POSTERS windowsill pies windowsill pies windowsill pies HOW TO EAT A PIE slowly joyfully honestly by yourself with friends with a pot of tea HOW TO EAT A PIE slowly joyfully honestly by yourself with friends with a pot of tea HOW TO EAT A PIE slowly joyfully honestly by yourself with friends with a pot of tea

21 2 02 POSTERS MERLION POSTCARD ILLUSTRATION IN PROGRESS MADE WITH LOVE, FOR LOVE.

22 2 03 DIGITAL MARKETING These is the suggested look and feel for Windowsill Pies Instagram's account as one of the tools for brand hyping and digital marketing. INSTAGRAM INSTASTORIES STRAWBERRY LEMON PIE BANANA COGNAC PIE RUM&APPLE PIE WINDOWSILL PIES PINEAPPLE PASSIONFRUIT YOGHURT PIE SPARKLING YUZU PIE S MORES PIE X LIBERTY COFFEE PECAN & PUMPKIN PIE COCONUT LIME VODKA PIE HONEY MACADAMIA PIE A windowsill pie isn t just a pie. It is a philosophy, an approach to living, a love for life. A windowsill pie isn t just a pie. It is a philosophy, an approach to living, a love for life. X MONOCOT STUDIO PUMPKIN PIE COCONUT LIME VODKA PIE PUMPKIN PIE COCONUT LIME VODKA PIE PECAN PIE PUMPKIN PIE MORELLO CHERRY PIE PINEAPPLE PASSIONFRUIT YOGHURT PIE GRASSHOPPER PIE S MORES PIE PINEAPPLE PASSIONFRUIT YOGHURT PIE GRASSHOPPER PIE S MORES PIE CAMP SYMMETRY PIE GRASSHOPPER PIE ARTISANAL PIES AND TARTS SINCE 2011

23 2 04 MENU MENU GRASSHOPPER $7.5 per slice $67 whole pie Dark chocolate ganache embedded with decadent flourless chocolate cake and slathered with fresh mint cream with salted chocolate cookie crumbles. 2. MORELLO CHERRY $8.0 per slice $68 whole pie Sticky cherry jam made with the finest hand-picked Morello cherries covered with an intricate weave of sugared shortcrust. 3. STRAWBERRY LEMON $7.0 per slice $65 whole pie Tangy refreshing lemon curd, strawberry jam and torched meringue. 4. S MORES CONTAINS BEEF GELATIN $8.0 per slice $68 whole pie Generous creamy milk chocolate pudding and thick dark chocolate fudge, topped with fluffy toasted marshmellow and home-made graham crackers. 5. HONEY MACADAMIA $7.0 slice $67 whole pie Baked sponge, honey glaze, whole macadamia nuts and an addictive cream cheese frosting. 6. COCONUT LIME VODKA CONTAINS ALCOHOL $8.0 slice $68 whole pie Filled with zesty lime curd, vodka jelly shots and finished with a swirl of coconut cream. 7. CAMP SYMMETRY $8.0 per slice $68 whole pie 8. PUMPKIN AND BOURBON CONTAINS ALCOHOL $7.0 per slice $65 whole pie 9. RUM & APPLE CONTAINS ALCOHOL $7.5 per slice $67 whole pie 10. BANANA COGNAC CONTAINS ALCOHOL $7.0 per slice $63 whole pie 11. PECAN $7.0 per slice $65 whole pie 12. SPARKLING YUZU $8.0 per slice $68 whole pie White chocolate ganache, topped with white truffle infused cookie streusel and finished with a meringue mushroom. Made with fresh butternut pumpkin squash and topped with a dollop of fresh bourbon cream. Christmas special turned classic. Made with succulent poached apples, baked almond custard and topped with rum-soaked raisins. Sweet banana parfait, almond brittle and fluffy cognac cream. Full roasted pecan nuts embraced by the aromatic butter and brown sugar filling. Tangy yuzu curd glazed in sweet ume gel and topped with white chocolate dollops followed by a hint of sparkle candy. 13. PINEAPPLE PASSIONFRUIT YOGHURT $8.0 per slice $68 whole pie 14. PECAN & PUMPKIN $7.0 slice $65 whole pie ARTISANAL PIES AND TARTS SINCE 2011 Creamy pesky pineapple curd, natural yoghurt, sweet passionfruit glaze and home-made granola white chocolate cubes. Deep flavoured butter and brown sugar topped with a layer of butternut pumpkin squash.

24 1 05 STICKERS The brand signature can also take on any of the colours from the colour palette.

25 2 06 BOX WHOLE PIE

26 2 06 BOX SINGLE PIE

27 2 07 BAG WHOLE PIE

28 2 07 BAG INDIVIDUAL PIES

29 2 08 PICNIC MAT

30 2 09 VAN

31 2 10 MERCHANDISE POSTCARDS

32 17 HAJI LANE SINGAPORE SOO CHOW WALK SINGAPORE WINDOWSILLPIES MADE WITH LOVE, FOR LOVE.