SPECIFIC Brand Guidelines

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BRAND GUIDELINES VERSION 1.0 | JUN 2018

It is important to recognise that a brand is more than just a logo. It is a complete and considered direction for all forms of communication. SPECIFIC needs to define its own position in the market place. It needs to be clear what the brand stands for. The SPECIFIC brand needs a sense of optimism, confidence, trustworthiness and understanding. This is best achieved by building and maintaining a consistent brand experience across every touch point and communication channel. How a brand is perceived is heavily dependent on those who use it and apply it day in, day out. These brand guidelines will help you make SPECIFIC a brand that stands out.

DECHRA SPECIFIC BRAND GUIDELINES

CONTENTS SPECIFIC Logo

04 06 07 08 09 10 11 12 13 14 16 18 20 22 24 25 26 27

SPECIFIC Packaging Logo SPECIFIC Clear Space SPECIFIC Logo Do & Don’t

Dechra Logo

Dechra Clear Space

Dechra Logo Do & Don’t

Logo Lock Up Tone of Voice

Typeface

Colour Swatches Circle of Good

Boundary Grid & Colour Block

Layout Styles

Web/Social Graphics

Icon Usage Dark Imagery Light Imagery

DECHRA SPECIFIC BRAND GUIDELINES

PRIMARY LOGO

SPECIFIC LOGO

The Logo is the signature of our visual identity. This is the main brand Logo and should be used as the first option wherever possible. PRIMARY For use on lighter backgrounds and packaging or when the darker Logo is not appropriate. INVERTED For use on darker backgrounds, such as front covers to documents and advertising. MONO Black and white print only. LOGO TEXT ONLY Only to be used in extreme circumstances and must always contain the ® symbol. MINIMUM SIZE 20mm is the smallest the Logo may be displayed for print. For Web/UI this is 120 pixels wide.

INVERTED LOGO

DECHRA SPECIFIC BRAND GUIDELINES

MONO LOGO

LOGO TEXT ONLY

INVERTED MONO LOGO

MINIMUM SIZE

PRINT (20mm) wide.

WEB (120 pixels) wide

DECHRA SPECIFIC BRAND GUIDELINES

PRIMARY LOGO

SPECIFIC PACKAGING LOGO The Logo is the signature of our visual identity. Use the phrase Veterinary Pet Nutrition either as part of the logo or as a separate line (see p21). PRIMARY For use on lighter backgrounds and packaging or when the darker Logo is not appropriate. INVERTED For use on darker backgrounds, such as front covers to documents and advertising. MONO Black and white print only. MINIMUM SIZE 20mm is the smallest the Logo may be displayed for print. For Web/UI this is 120 pixels wide.

INVERTED LOGO

DECHRA SPECIFIC BRAND GUIDELINES

SPECIFIC CLEAR SPACE Clear space is defined as the specified area of empty space surrounding official Logo. Clear space requirements must be observed in all circumstances. LOGO CLEAR-SPACE The clear space around our Logo should be a minimum of the ‘S’ of the SPECIFIC text where The clear space also applies to the edge of any item on which the Logo is used, including printed material, clothing and products.

DECHRA SPECIFIC BRAND GUIDELINES

SPECIFIC DO & DON’T

The Logo must ALWAYS be reproduced using the original vector artwork and must not be manipulated in any way.

Examples of things that you should NEVER do: - Stretch the Logo - Squash the Logo - Change alignment of the typography - Create a multi-coloured Logo - Change scale of icon and typography - Use drop shadow on the Logo

DECHRA SPECIFIC BRAND GUIDELINES

PRIMARY LOGO

DECHRA LOGO

Dechra is an international specialist veterinary pharmaceuticals business with expertise in the development, manufacturing, sales and marketing of high quality products exclusively for veterinarians worldwide. The Dechra logo should only be used for NON- OWNER collateral and vet materials. PRIMARY For use on lighter backgrounds and packaging or when the darker Logo is not appropriate. MINIMUM SIZE 15mm is the smallest the Logo may be displayed for print (10mm without the strap-line). For Web/ UI this is 120 pixels wide (80 pixels without the strap-line).

MINIMUM SIZE

PRINT (15mm) wide - (10mm) without strap-line.

WEB (120 pixels) wide - (80 pixels) without strap-line.

DECHRA SPECIFIC BRAND GUIDELINES

DECHRA CLEAR SPACE

Clear space is defined as the specified area of empty space surrounding official Logo. Clear space requirements must be observed in all circumstances. LOGO CLEAR-SPACE The clear space around our Logo should be a minimum of the ‘D’ of the DECHRA icon where The clear space also applies to the edge of any item on which the Logo is used, including printed material, clothing and products.

DECHRA SPECIFIC BRAND GUIDELINES

DECHRA DO & DON’T

The Logo must ALWAYS be reproduced using the original vector artwork and must not be manipulated in any way.

DECHRA SPECIFIC BRAND GUIDELINES

(Fig1)

LOGO LOCK UP The Logo must ALWAYS be reproduced using the original vector artwork and must not be manipulated in any way.

(Fig2)

(Fig4)

Hierarchy When the SPECIFIC and Dechra logos appear together the size of the Dechra ‘D’ symbol should be the same size as the SPECIFIC ‘S’ (Fig1) . The SPECIFIC logo is always to be more dominant over the Dechra logo. The preferred position for the SPECIFIC logo is a top central location and the Dechra logo in bottom right. (Fig4) . Centrally Aligned The Dechra logo is centrally aligned underneath the SPECIFIC logo, the Dechra logo should be in either black or white (Fig2) . Linear Aligned The Dechra logo is located after the SPECIFIC logo and should be centrally aligned. The Dechra logo should be in either black or white (Fig3) .

SPECIFIC ® - The power of marine omega-3 to promote companion animal health

(Fig3)

Veterinary Pet Nutrition from Dechra Veterinary Products

DECHRA SPECIFIC BRAND GUIDELINES

“Our tone of voice has its own distinct sound. One that sets us apart from our competitors and really represents who we are.”

TONE OF VOICE Tone of voice is how the character of your business comes through in your words, both written and spoken. It’s not about what you say, but rather the way that you say it, and the impression it makes on everyone who reads or hears you. Key points you need to adhere to: Tone is professional; we need to be warm, but we also need to be professional. Copy that tries too hard can sound patronising. So keep it punchy but appropriate. No Jargon; communications should flow and correspond, we want people to engage and most importantly, understand us. SPECIFIC; Always written in full capitals and bold. In the first header/title page it must contain the TM. Following copy however need not use the TM, but should still be in capitals and bold. Signature bottom; Veterinary Pet Nutrition will always be the sign off at the bottom of the design, and where applicable, to include the Dechra logo along side.

DECHRA SPECIFIC BRAND GUIDELINES

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Light Book Medium Bold Light Italic Italic Medium Italic Bold Italic Headline “Quote ” Body Text

TYPEFACE HELVETICA NEUE is our primary typeface. It has been chosen because of its flexibility and its simple, clean and modern feel. SENTENCE CASE You should use upper and lower case as necessary. However, ALL CAPITALS should only be used for SPECIFIC and in exceptional circumstances or for headlines to campaigns. LEADING Body copy text should be set to ‘9pt’, leading to ‘12pt’ and ‘space after’ at 2. As a general rule though, the leading should be set to at least 2pt above the text point size. For example, if the text is ‘40pt’, the leading should be ‘42pt’. ONLINE/SCREEN OPEN SANS is our web font. This is available through Google Fonts and is a free font. Go to Google Fonts to download a copy. ADDITIONAL FONT On an occasion where the above fonts are not available, ARIAL may be used as a substitute for internal communications and presentations.

DECHRA SPECIFIC BRAND GUIDELINES

ONLINE - OPEN SANS Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

INTERNAL (HELVETICA NEUE NOT AVAILABLE) - ARIAL Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Regular Medium Bold Italic Bold Italic Headline “Quote ” Body Text

Bold

Regular

Light

Semi-bold

Light Italic

Italic

Semi-bold Italic

Bold Italic

Headline “Quote ” Body Text

DECHRA SPECIFIC BRAND GUIDELINES

COLOUR SWATCHES

PANTONE 1805

C 0/ M 100/ Y 85/ K 30

PANTONE 7692

C 100/ M 51/ Y 0/ K 30

Colour is an essential part of the brand and can help set the tone for a particular audience.

BG - PANTONE COOL GREY 1 (15%)

BG - C 0/ M 0/ Y 0/ K 5

This is the corporate swatch palette for SPECIFIC . Colours are shown in Pantone and CMYK values for a range of uses across print and digital communications. Tints of these colours are also allowed. CAMPAIGN SWATCHES Listed are the colours used for SPECIFIC campaigns. Only these colours should be used to signify the specific campaign along with the Primary Swatches. Again, tints of these colours can be used. Dog and Cat will have the same colour, but will be slightly different shades. Grey Background (BG) on Assets Can either be set to: Pantone (1 col) Cool Grey 1@15%, CMYK (4 col) 5% black.

PANTONE N/A

C 0/ M 0/ Y 0/ K 0

PANTONE BLACK

C 0/ M 0/ Y 0/ K 100

DECHRA SPECIFIC BRAND GUIDELINES

ÆSKER C-BIO-W / F-BIO-W

F / C-IN-W

PANTONE N/A

C 43/ M 0/ Y 42/ K 0

PANTONE N/A

C 50/ M 0/ Y 90/ K 10

TREATS

CT-HM

CT-H

CT-HY

PANTONE 227C

C 7/ M 100/ Y 7/ K 21

PANTONE 228C

C 16/ M 100/ Y 11/ K 43

PANTONE 163C

C 0/ M 46/ Y 52/ K 0

POSER

CKD / CKW / FRD / FKW

CED

CAD / LUNCH

CRD-1 / CRW-1 / FRD / FRW

CRD-2

PANTONE 7462C

C 100/ M 45/ Y 6/ K 28

PANTONE 644C

C 42/ M 15/ Y 0/ K 6

PANTONE 663C

C 90/ M 18/ Y 7/ K 29

PANTONE 7474C

C 96/ M 9/ Y 30/ K 29

PANTONE 563C

C 54/ M 0/ Y 29/ K 0

CJD / FJD / FJW

CPD-XL

CPD-S

CPD-M / CPW / FPD / FPW

CCD / FCD / FCW

PANTONE 7545C

C 56/ M 30/ Y 17/ K 52

PANTONE 104C

C 7/ M 13/ Y 100/ K 29

PANTONE 458C

C 5/ M 4/ Y 70/ K 7

PANTONE 110C

C 2/ M 24/ Y 100/ K 0

PANTONE 131C

C 0/ M 40/ Y 100/ K 10

FCD-L

CΩD / FΩD

CΩD-HY / CΩW-HY / FΩD-HY / FΩW-HY

CID / CIW / FID / FIW

FSD / FSW

PANTONE 7408C

C 0/ M 33/ Y 100/ K 0

PANTONE 7536C

C 11/ M 13/ Y 30/ K 32

PANTONE 721C

C 0/ M 31/ Y 62/ K 18

PANTONE 725C

C 9/ M 77/ Y 100/ K 54

PANTONE 1395C

C 9/ M 57/ Y 100/ K 41

CXD-XL

CXD-S

CXD-M / CXW / FXD / FXW

CDD / CDW / FDW

CDD-HY / FDD-HY

PANTONE 202C

C 10/ M 100/ Y 61/ K 50

PANTONE 703C

C 7/ M 95/ Y 49/ K 16

PANTONE 1795C

C 0/ M 96/ Y 90/ K 2

PANTONE 7416C

C 0/ M 73/ Y 66/ K 0

PANTONE 1625C

C 0/ M 43/ Y 40/ K 0

FND

CGD-S

CGD-M / CGW / FGD / FGW

CGD-XL

PANTONE 695C

C 9/ M 62/ Y 20/ K 24

PANTONE 521C

C 35/ M 55/ Y 0/ K 0

PANTONE 258C

C 51/ M 79/ Y 0/ K 0

PANTONE 525C

C 74/ M 100/ Y 4/ K 48

DECHRA SPECIFIC BRAND GUIDELINES

PRIMARY LOGO

(Fig1)

CIRCLE OF GOOD Our story starts with understanding the provenance of ingredients. We believe that sourcing ingredients that have been grown or caught in a well- managed and sustainable way can help support our planet’s future. There are two logo options for a light and dark background. The circle segment element is a key component to this division. The logo should be used small on the page, the circle segment of the logo should be more of a feature (fig1) . The purple/pink section of the circle is the preferred option, but if the image tonally would suit the yellow/pink, (e.g. a sunset style shot) then this is permitted. The images used should be moody, eye-catching and tonally the same - also allow a lot of space for text to be added if needed. PLEASE NOTE The Circle of Good must always be in English. Only use the SPECIFIC logo with the Circle of Good logo. The Dechra logo should not be used with this campaign. There is no Colour Block added to the Circle of Good literature. This will be the only page without the colour block (see p23) .

PRIMARY LOGO

SPECIFIC TM IS COMMITTED TO

DECHRA SPECIFIC BRAND GUIDELINES

We aim for sustainable manufacturing • All of the fish in our cat products now comes from sources accredited as sustainable and our dog products will move to 100% accredited sources in 2019 • Cardboard packaging is FSC certified • 2,500 m² of solar panels on our European warehouse saves 25 tons of CO2 per year • Packaging changes in 2018 will reduce plastic use by 24 tons saving 51,600kg CO2 equivalents support the environment that produces the extraordinary ingredients that create our nutritious and healthy foods SPECIFIC TM IS COMMITTED TO A PHILOSOPHY THAT WE CALL THE CIRCLE OF GOOD We believe it is our responsibility to

SPECIFIC TM is proud to support The Ocean Cleanup an initiative that designs and develops advanced technologies to rid the oceans of plastic | WWF Baltic Sea in Scandinavia | WWF in Denmark | North Sea Foundation in Holland and Belgium | The Sustainable Seas Foundation in Sweden | Marine Conservation Society in UK

DECHRA SPECIFIC BRAND GUIDELINES

BOUNDARY GRID & COLOUR BLOCK To keep the brand consistent and clean we have added in a grid and block system. All covers Brochures/leaflets should be black with dog/cat imagery and full bleed. It will also contain a colour block at the top - referring to the SPECIFIC campaign (fig1) (e.g. yellow for Urinary ). Inside documents A simple light grey box (5% black) will be applied leaving a 5mm border (fig2) . The block should always have a 5mm gap from the edge of the document and between any other block/section (fig3) . --------------------------------------------------- General rule - The inside colour block should always be a 1/5 of the outside colour block. -------------------------------------------------- Tints inside documents If a form is being created within a document or nutritional information/ingredients or to highlight a key message. This should always be a tint on the campaign colour block - depending on shade, 5%-10% of the colour (fig4) .

(fig1)

(fig2)

bleed 3mm (216mm x 303mm) page A4 (210mm x 297mm) border 5mm (200mm x 287mm) type area ( 185mm x 172mm) type column 3 col/8mm

DECHRA SPECIFIC BRAND GUIDELINES

(fig3)

(fig4)

POST OPERATIVE CARE NOTES

NUTRITION TO MANAGE BLADDER STONES AND URINARY TRACT HEALTH IN CATS AND DOGS SPECIFIC TM offer a range of nutritionally balanced , Omega-3 rich, diets for the management of bladder stones and supporting urinary tract health in cats and dogs. Bladder stones are hard masses of minerals that form when minerals in the urine crystallize. Reducing the mineral and protein waste gives less material for stones to form Changing the acidity of urine helps to dissolve struvite stones and inhibits the formation of other stones Encouraging drinking dilutes the urine and increases urination helping flush out waste For themostcommon stone - struvite - the rightdietcan dissolve the stones, helpingavoidunnecessarysurgery . Oncedissolved,dietcan thenhelpmanage the recurrence. Urateandcystinestones canalsobe dissolved,or flushedout if theyare smallenough, aproperdietcan helpdiscourage their recurrence. Idiopathiccystitis ,adiseaseof the lowerurinary tract withoutanyobviouscauses, is common incats .Catswith thisdiseasearebest fedawetdiet to increase fluid intake. HOW CAN NUTRITION HELP?

EXPECTEDPERIODOFDROWSINESS

bleed 3mm (105mm x 216mm) page DL (99mm x 210mm) border 5mm (89mm x 200mm) type area ( 75mm x 186mm) type column 1 col

EXERCISE

Taking care of your dog or cat before and after surgery

A simple guide to nutritional management of bladder stones and urinary health in cats and dogs

MEDICATION1 (include name, type, frequency and routeof administration)

MEDICATION2 (includename, type, frequency and routeof administration)

MEDICATION3 (include name, type, frequency and routeof administration)

THINGSTOWATCHOUTFOR

FOLLOWUPAPPOINTMENT(S)

DATE

TIME

OUTOFHOURSVETCONTACTNUMBER

Veterinary Pet Nutrition

DECHRA SPECIFIC BRAND GUIDELINES

BANNER

ADVERTS

SPECIFIC ® - The power of marine omega-3 to promote companion animal health

SPECIFIC™ - The power of marine omega-3 for the management of urinary health

LAYOUT STYLES To give a uniform look to the brand it is important that the elements look like

• Controlled sodiumcontent - safe for long term use • High levelsofEPA&DHA Omega-3 to support thenatural anti-inflammatory process • LowRSS value

they are from the same family. The elements used throughout are: Logo Black cover (full bleed)

VeterinaryPetNutrition fromDechraVeterinaryProducts

VeterinaryPetNutrition

Colour band* Stock imagery

The artwork should portray a professional finish. Composition is important to balance the page. The designer should take time to create a desired outcome.

*Excluding Circle of Good

DECHRA SPECIFIC BRAND GUIDELINES

LEAFLET/FLYER

A4 INFORMATION SHEET

FromMay 2018 wewillbemaking anumberof important improvements to our rangeof catproducts with changes to the recipes andpackaging that deliver improvedproducts,betterowner acceptance andbetter sustainability.

THE SPECIFIC RANGE OF PRODUCTS FOR DOGS AND CATS EVERYDAY DIETS A rangeofdiets fordogsandcatsdesigned t omeet the differentnutritionalneedsof thedifferent lifestages – from junior to senior.

OUR INGREDIENTS PROTEINS domostof thework incellsandare needed for the structure, function,and regulation of thebody’s tissuesandorgans. • Fish: Themain sourceofprotein inSPECIFIC– fishprovides awell-balancedandeasilydigestibleproteinandare rich inOmega-3. • Antarctickrill: Ahighqualitymarineprotein, rich in omega-3 fattyacids. OUROTHERSPECIALISTPROTEINS • Egg: well know for itsexcellentproteinquality.Being low in purine,eggsarealsoused soleprotein source ina selected diet formanagementof foodallergyandurate stones. • Riceprotein: isused inanumberof SPECIFIC diets for its lowallergenicity. • Maizeprotein: relatively low inmineralsand so isuseful fordiets supportingahealthyurinary tract. • Potatoprotein: aconcentratedhigh-qualityprotein withahighnutritionalprotein value,meetingaminoacid requirementsofcatsanddogs. CARBOHYDRATES : themain functionof carbohydrates is toprovideenergy.Carbohydrates arealso responsible forprotein sparing.Without carbohydrates thebodywoulduseproteins for energy,meaning theyarenotavailable forother more important tasks. In SPECIFIC dietsweuse anumberofdifferentcarbohydrates. • Corn/Maize: ahighlydigestiblecarbohydrate thatalso containsprotein;essential fattyacids (linoleicacid)and antioxidants (vitaminEandbeta-carotene). • White rice: isused in SPECIFIC dietswhichneedhigher digestibilityor lowallergenicity. • Oats: areused in SPECIFIC dietswhichneeda low glycaemic index suchas those fordogsandcatswith diabetesmellitus. • Wholewheat: Awelldigestiblecarbohydrate source,and also sourceofessentialnutrientsas traceelementsand vitaminsand fibre,which is important for the functionof the gastrointestinal tract.

FATS provideand storeenergy; store, transport andhelp theabsorptionof vitaminsand aidpalatability. • Fishoil: Fishoil isanaturalproductand sowillhave variable amountsofEPA&DHAOmega-3.At SPECIFIC weusea fishoil speciallyblended forus toensureconsistentand high levelsofOmega-3 fattyacids forhealthycoat, skinand joints,cardiacand kidneyhealth,braindevelopmentand immune support. • Pork fat: usedacoatingon the kibblesofmanydry SPECIFIC diets.Highlypalatable it isalsoa sourceof the essential fattyacid linoleicacidandarachidonicacid.Free ofporkprotein itwillbe toleratedbypetswithaporkallergy. FIBRES supportdigestivehealthby regulating the speedofpassageof stools through thegut aidingdigestivehealthand stimulatinggrowthof beneficialgutbacteria. • SPECIFIC™ dietscontaindifefrent sourcesof fibreas cellulose,beetpulp,FOSandpsyllium.Psylliumhusk, the seed from thePlantagoplant, isgel-forming soluble fibre, whichabsorbs several times itsweight in liquids. SPECIALISTNUTRIENTS Weuseanumber of specialistnutrients in SPECIFIC diets to doparticular jobs. • FructoOligoSaccharides (FOS): prebiotics,extracted fromchicory roots, supports thebeneficialgutbacteria. • Beta-glucans: frombaker’s yeast support the immune systembybinding to receptorsof immunecellsandalerting the immune system. • Taurine: Dogscanmake taurine themselvesbutcatscannot, so it isadded toourcatdiets.Taurine isalsoanutrientused to supportcardiac function forbothcats anddogs. • Yuccaextract: binds toammonia, decreasingodours from stools. • L-Carnitine: a fatburning aminoacidderivative isadded toanumberof SPECIFIC dietswhereweightmanagement is important. USEDBY SPECIFIC ENSURESEXACTLYTHE FIXEDFORMULA MANUFACTURING RIGHTNUTRIENT PROFILETIME AFTERTIME.

VeterinaryPetNutrition

Improved Recipes

/ / Introductionofchelatedmineralsproviding; -Betterbioavailability -Less interactionwithother nutrients in thediet

What goes into SPECIFIC™ Veterinary Pet Nutrition

-Pharmaceutical/human foodgrade so less contamination / / Our drydiets willmove to the vitaminC , tocopherols and rosemaryextractsnaturalantioxidants thatownersprefer. / / Anew uniquecoating ofdry and liquiddigestonourdry dietsgive significant improvements topalatability. / / We have increased thefishcontent. / / Wehave removed thebeef fromourwetdiets to lower the riskofallergic reactions ,beefbeing a common allergen in cats anddogs. / / Alldrydietsarenowpackedunderprotected atmosphere –helpingpreserve key nutrients, inparticular fatty acids.

Improved Pack Design

We have kept anumberof importantelements to thedesign, including thecolourcoding , so that existing SPECIFIC ™ customers are notputoffbuthave updated and improved thedesign and logo to a cleanermoremodern look .We also nowhave slightlydifferentdesigns for everyday foods compared to special carediets. Information isalso improvedwith ingredientsnow declaredbyname rather thancategory.

SPECIALCARE DIETS A rangeofdietsdesigned toprovidenutritionalsupport fora rangeofhealthconditions including:

• Bladder stonesandurinaryhealth • Food sensitivityandotherallergies • Skin support • Digestive support • Joint support • Heart&Kidney support • Weightmanagement • Post-operative recoveryandcriticalcare

Improved Sustainability

/ / By reducingbag height, adjustedgauge and flattening thebottomofour newpackagingwe’vemadeplastic savingsof 51,600kgCO2equivalent – theCO2 impact of305,000km foranaveragecar. / / By reducingpallet heightwe nowdouble stackpallets reducing freightbynearly 40% – a significant reduction in fuel and roadusage. / / Allof thefish inourcatproducts now come from sourcescertifiedas sustainable.

Improved Pack format

/ / An improved single lip seal provides a more secure and reliable seal with less chanceof seal failure. / / The topof thebag nowhas a laser cut for easyopening. / / Improved reseal system with the very airtight SensiGrip seal. / / Flatbottombags give greater stability and i mproved shelfappearance. / / The wet traycarton cannowbe converted into a shelf readydisplay allowing the saleof singlesas trialpurchase forownerswhoonlyoccasionally feedwet food. / / Wehave a new 400g trial size allowingowners to try theproduct for about aweek. / / Introductionofa 3 x2kgbox allowsowners tomake a largepackpurchasebutwith the longer freshness of smallerbags.

VeterinaryPetNutrition

WHY VETERINARY NUTRITION

FISH - THE JEWEL IN OUR CROWN Thereare few foodwitha finernutrientprofile than the magnificent fishand so SPECIFIC diets containhigh levels offishandothermarine ingredients. SPECIFIC dietscontainhigh levelsof fishandother marine ingredients. Fish is naturally rich inOmega-3 ,anunsaturated fattyacid thatplaysa key role incoatand skinhealth, jointmobility, cardiacandkidneyhealth,brainandeyedevelopment andsupportsastrong immunesystem. Fishhas the right typeofOmega-3 –Thebeneficial EPA and DHA formsofOmega-3 canonly onlybeobtained from fishandothermarinesources. Fishprotein is highquality , low in fatand,due to lessdense muscle fibres, easilydigested . Fisharepackedwith vitaminsDandB2 (riboflavin) supportingbone formation,nerveandmusclecontroland promotingcoatand skinhealth. Fishareagreatsourceofminerals includingcalcium, phosphorus, iron, zinc, iodine,magnesium,andpotassium

Your vet is trained toassess yourpet’sstateofhealth and developmentand from thatmake informed recommendations on theirnutrientneeds. At SPECIFIC webelieve that thisexpertise is vitalwhich iswhywework exclusivelywith vets.

VeterinaryPetNutrition

Weaim forsustainablemanufacturing •Allof the fish inourcatproductsnowcomes from sources accreditedas sustainableandourdogproductswillmove to 100%accreditedsources in2019 •Cardboard packaging isFSCcertified •2,500m²of solarpanelsonourEuropeanwarehouse saves25 tonsofCO2per year •Packagingchanges in2018will reduceplasticuse by24 tons saving 51,600kgCO2equivalents support the environment that produces the extraordinary ingredients that create our nutritious and healthy foods SPECIFIC IS COMMITTED TO A PHILOSOPHY THAT WE CALL THE CIRCLE OF GOOD We believe it is our responsibility to

Post-operative and critical illness nutrition Providing your clientswith suitable and effectivepost-operative nutrition isboth commercially and clinically appropriate

NUTRITIONPROVIDES ESSENTIALSUPPORT DURINGTHE RECOVERY PERIODS Studieshave shown malnutrition tobe associatedwith longer recoveryperiods , reducedclinicaloutcomeand increased morbidityandmortality (Robbenet al.1999, Chan2004,Chan&Freeman2006,Corbee & vanKerkhoven2012) .

AN ‘IDEAL’ RECOVERYDIET IS

•High inprotein to supportmaintenanceof leanbodymass. •High inenergy. Thepatient ishyper-metabolicoftenat the same time asbeinganorecticor sufferinga reducedappetite.Energy richdietsallow smallamountsof food tomeet theirneeds. •Low incarbohydrate: criticalcarepatientsaregenerally insulin resistant. •Highlydigestible tocompensate for reducedabsorptivecapacity. •Verypalatable topersuade them toeatevenwithpoorappetite

WHAT IS SPECIFIC ? SPECIFIC isa rangeofdogandcatnutrition developedby veterinaryhealthcareprofessionals designed toprovide theexactnutritionalprofile for yourpets individualneeds. Ourdietsareproducedusing tightlycontrolled fixed formula manufacturing toensure they containexactly the right nutrients timeafter time. Mostofourdietsare rich inmarinesourcedOmega-3. An essential fattyacid that supportsahealthycoatandskin; helpsmaintainsupple joints;supportsbrainandeye development andgoodcardiachealth. Theuseof highquality,highlydigestible ingredients in SPECIFIC allows yourpet toget the mostnutritional value ; helps reduce faecaloutputand,byallowing you to feed smallermeals,helps keepdowncosts. Ourcircleofgoodphilosophymeans all ingredientsare, wherepossible,sustainablysourced and todayallof the fish inourcatproductsnowcomes from sourcesaccredited assustainable andourdogproductswillmove to100% accredited sources in2019.

SPECIALNUTRIENTS TOSUPPORTRECOVERY

WHY NUTRITION MATTERS Goodnutrition ismore than just simplecooking, it isabout providing the rightnutrients in the rightproportions. Differentnutrientsdodifferent job s,allworking together inacomplex interaction.Byunderstanding theseprocesses nutritionistsareable todeliver the rightmixofnutrients. Nutrientneedschange –different life stages,different activity levelsanddifferent statesofhealthallhave their own specificnutrientneeds. Different life stages,differentactivity levelsanddifferent statesofhealthallhave their ownspecificnutrientneeds.

MarinesourcedEPAandDHAOmega-3 fattyacids oSupportof immune response. oReductionof inflammatory reactions. oReductionof levelsofcytokinesTNF-αand IL-1, affectinganorexiaandcachexia. Selectedaminoacids: oGlutamine -Primary sourceofenergy forenterocytesandcells of the immune system: - Improvedmucosalbarrierand immune function. -Reduced infectiouscomplications, increased survival. oArginine -Supportsconversion fromammonium tourea: •Reducesencephalopathy; supports leanbodymass. -Supports immune response (T-cell-response). -Supportswoundhealing. oBranched-chainaminoacids (valine, leucine, isoleucine) -Energy sourceduringacutephase. -Forutilisationbymusclesandmaintenanceofnitrogenbalance.

OWNSPECIALLY SELECTEDBLEND OFFISHOIL WITHACONSISTENT AND HIGHLEVEL OFOMEGA-3 SPECIFIC USESOUR

Zinc oAffectsnitrogen-metabolism. oActivateswoundhealing. oSupports the immune response. Beta-1,3/1,6-glucans oSupportof specificandnon-specific immune response. oEnhancedprotectionagainst infections. oAnti-inflammatoryeffect. oSupportwoundhealing. L-carnitine • Increasesoxidationof fattyacids. •Supports leanbodymass. •L-carnitine improvesprobabilityof survival time incats withhepatic lipidosis (Center2012) .

SPECIFIC TM isproud to support TheOceanCleanup an initiative thatdesignsanddevelopsadvanced technologies to rid theoceansofplastic | WWF BalticSea inScandinavia | WWF inDenmark | NorthSeaFoundation inHollandandBelgium | TheSustainableSeasFoundation inSweden | MarineConservationSociety inUK

DECHRA SPECIFIC BRAND GUIDELINES

WEB PAGE

SOCIAL

WEB/SOCIAL GRAPHICS

We have produced some basic templates that can be translated into different languages. A dark background is striking and minimal text works well, however, for packaging, diagrams or text with a lot of information on, use a light background. If a campaign has been produced in print and is needed for social too, keep them uniform so they are recognisably from the same family.

DECHRA SPECIFIC BRAND GUIDELINES

ICON USAGE Clean and simple is the key here. Icons used should be outlined and been clear and modern. All these icons currently exist and are used on packaging and weight campaigns. Should you need to create a new set of icons, stick to the same style and format. Make sure they are created as vectors. Packaging icons are black and clean, to be seen buy the buyer. For any printed work (excluding packaging) , use the red Omega 3 icon.

DECHRA SPECIFIC BRAND GUIDELINES

We have two styles of imagery

DARK IMAGERY For all cover images a black cover is required. Ideally the dog/cat should not be looking directly at the camera, but if the shot is engaging and interesting then this is permitted. The main image shows how these photos will utilised. They should be blurred out on the body and focussed on the head. Do not use images of brachycephalic dog breeds such as Pugs or Bull Mastiff. Blending Images You will need to make sure that the black background blends tonally with both images (cat and dog) if applicable - and not leave any form of hollogram/mark of different blacks, as this will show up on a print document.

DECHRA SPECIFIC BRAND GUIDELINES

LIGHT IMAGERY Most of the light images will be used as internal pages in leaflets, brochures, flyers etc. They should be light and clear images and ideally have an area that can be cloned or made bigger to include text or a message. These images should all fade into a ‘light’ background, but not be made to look washed out or dated. Where humans are present in the imagery, they should not be looking directly at the camera, they should be involved in their work. Blending Images An image should fill the whole page, you may need to add/clone the background to make this work. If the image does fade to white, keep the grey tint by setting the image to multiply.

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