New EarthWise Pet Store Construction Guide

EARTHWISE PET SIGNAGE GUIDE

Follow this guide closely and get approval from the EarthWise Pet marketing team before doing an installation of signage. Mockups should be provided by signage installers and manufacturers for review.

EXTERIOR SIGNAGE

Exterior Signage should reflect the EarthWise Pet Logo. There should be a well-displayed and well lit EarthWise Pet logo on the outside of the building, in addition to WHITE vinyl signage on the entry doors and windows.

The exterior sign design must be approved by EarthWise Pet Corporate.

For those stores that don’t have the option for an exterior roof or facade-fitted lighted sign, we suggest a hanging or smaller pylon sign like this. Examples and artwork will be supplied.

Note: When selecting files from the link below, be sure to use the signage file that is relevant to your stores' services.

PANTONE COLOR FOR THE SIGNAGE GREEN: 7742C

External Signage Files Linked Below

Interior Signage

Interior Signage should reflect the EarthWise Pet Banyan Leaf Logo behind the POS counter. You should also have Section Headers over product zones, signed entrances to Grooming & Self-Wash where applicable.

Dog food and cat racking against walls will have shelf-topper signage. Max material

thickness: This sign holder accepts

(1/32") .030" to (1/16").060" thick graphic

panels.

Interior signage designs and material must be approved by EarthWise Pet Corporate.

A professional mockup will be provided for interior signage placement based on your final product layout.

Note: When selecting files from the link below, be sure to use the signage file that is relevant to your stores' services.

Interior Signage Files Linked Below

Window Signage

Window Signage should reflect the EarthWise Pet store hours, store logo, and other approved graphics.

The window sign design must be approved by EarthWise Pet Corporate, and landlord

A professional design mockup and elevation will be provided for vendors to use.

Window Signage Files Linked Below

FLOORING STANDARDS AND GUIDE

Please follow the flooring guide and stick to the options provided. These options are not only suitable from a branding standpoint, but they have been carefully selected for suitability within each space of your store.

Flooring can either be luxury performance Vinyl Plank, or Finished Concrete (sanded with clear coat sealer). Please check prices and durability of exact materials with your local contractor.

EARTHWISE PET PAINT GUIDE

Follow this guide closely and get approval from the EarthWise Pet marketing team before painting your store.

Each area in our stores has unique paint colors and instructions. Click the relevant button below or to the right to see the guide for a specific area. Alternatively, you can scroll down to browse all spaces.

RETAIL SPACE

Paint Colors and Usage Ratios

Behr: Secluded Woods (S420-7)

Large area coverage and small accent contrast. Not to exceed 60% of entire wall surface area within the main store/retail space. Never to appear in grooming or self-wash areas and should be on walls that receive higher amounts of light.

Behr: Gallery Green (S400-5)

Medium to large area coverage and small accent contrast. Not to exceed 40% of entire wall surface area within the main store/retail space. Never to appear in grooming or self-wash areas. Best used on walls that receive low light. Note: This color is bright. it can be overwhelming if used on walls where it is left bare. Best to be on walls behind racking or similar.

Behr: Mild Mint (PPU11-12)

Small accent walls and spaces. Not to exceed more than 30% of entire wall surface area within the main store/retail space. Never to appear in grooming or self-wash areas. Best used on walls that receive low light.

Behr: Frost (57)

This color is used to give some "breathing space" from the green and is often a good option for walls that enter into the grooming or self-wash areas. Keep in mind that the GROOMBAR and Self-Wash signs are often purple, therefore work better with a white background. You should avoid this color in areas that could experience heavy soiling unless a high-durability, semi-gloss, washable paint type is used.

Ceiling colors are dependent on the space. High ceilings with open/industrial exposure should be black, dropped ceilings usually don't require paint. Ask the EarthWise Pet marketing team for help if you are unsure of the correct approach.

Note: You don't have to use Behr paint, but it's recommended. Any brand can match Behr colors by giving them the stated code. It's best not to mix brands as the chemical differences can create slight color variations.

Make sure the paint provider matches Behr's color and not a color with the same name in their collection.

PAINT EXAMPLES - EARTHWISE PET RETAIL SPACE

GROOMING AND SELF-WASH SPACE

Paint Colors and Usage Ratios

Even though the grooming and self-wash areas are labeled as GROOMBAR, it's important to use the painting guide on this page, as the separate GROOMBAR stand-alone store guide may not match the EarthWise Pet store design.

Behr: Frost (57)

This color is used as the main wall color to appear above all the white FRP and or white subway tiles that should be installed in the Grooming and Self-Wash areas. Keep in mind that the GROOMBAR and Self-Wash signs are often purple, therefore work better with a white background, so this color could also be used on the entries to both the self-wash and grooming spaces, but only when it doesn't breach the retail space guide.

You should avoid this color in areas that could experience heavy soiling. This guide is set with the assumption that the lower walls have white FRP/subway tile installed.

Behr: Wisteria Blue (M550-4)

This color (choose one) can be used as an accent color if the space is large and you wish to break up the white. It can also be used as an accent wall for surface areas that you'd like to treat as a focal point. Please use samples to test this color before painting. This color should never appear outside the self-wash or grooming spaces.

You must use high durability/semi-gloss, washable paint in areas that receive wear and soiling.

Wisteria Blue is a lavender color

Note: You don't have to use Behr paint, but it's recommended. Any brand can match Behr colors by giving them the stated code. It's best not to mix brands as the chemical differences can create slight color variations.

Make sure the paint provider matches Behr's color and not a color with the same name in their collection.

Wall Covering Guide

Please follow the wall covering guide and stick to the options provided. These options are not only suitable from a branding standpoint but they have been carefully selected for everyday suitability within each space of your store.

Wall Covering - Self Wash

White subway tile is the standard wall covering for our Self-Wash areas. Tiling needs to cover walls in high impact zones of the self-wash rooms.

Wall Covering - Grooming Areas

High impact areas of the grooming section of your store should have at least 6’ high protective covering in the way of white subway tile or white FRP (Fiberglass Reinforced Panels). FRP is more commonly used and is far more economical. If you do choose to move forward with tile, the tile must match the tile used in the self-wash area.

Crane Composites – Manufacturer

Color Options: Clear Water, Cotton White or South Beach Ivory (Must come is 4’ x 8’ sheet goods, FRP to be 6’ high minimum)

Treat Display

A “farmer’s market treat bar” OR a customized "bucket display" is required. Positioning within the store will be determined by the Development Team.

Bucket Display:

You may have your contractor or a third party

build this display. It can be doubled and put

back-to-back for a 32 bucket display. It is suggested to include the EWP Leaf Logo on the sides. Click this text for link.

Farmer's Market Treat Bar:

The design of the treat bar is not specific, you can customize the design for your location and add some local ‘flair’ to your store, making it unique. It is a good idea to partner with a local contractor for the production.

FREEZER STANDARDS AND GUIDE

Store owners agree to utilize glass door freezers as a display option on the sales floor, with prominent placement. White door, solid door, and deep freezers are also permitted on the sales floor, but only for overstock storage in the back room.

All images displayed on glass freezers must adhere to the EarthWise Pet brand guidelines, with no vendor images allowed on the freezer headers. Store owners are responsible for collaborating with the franchise to print and install the required EarthWise Pet header and side images prior to opening.

FLOOR MAT GUIDE

A branded EarthWise Pet rug is required inside of the main customer entrance. It is recommended to pay for a service contract and have the rug cleaned and replaced every 2 weeks if available.

Typical size is approximately 60” x 36”.

Floor Mat Files

Suggested Mat Vendor

Freezer Header Files

Racking & Fixtures - 3 main elements

Main Fixture Order:

Black metal racking designed to merchandise most food inventory. Will be mounted against walls and freestanding gondolas, includes slatwall. Placement and quantity to be determined by the Development Team, and your contractor will be responsible for installation (3rd party installation is available).

Fixture Accessories:

This is a separate order of merchandising accessories - includes wire baskets for slatwall, hooks, 4-way display, wire bins.

Supplement Section:

The supplement section is a separate wall racking section that is different from the main racking order. Highlighting supplements in their own prominent display (near the front counter) increases visibility and customer engagement and leads to better sales of these very important products!

POS Counter Guide

We recommend that your counter be custom-built if budget allows.

Some points to keep in mind:

• Scratching is inevitable, so choose your finish wisely
  
• ADA (Americans with Disabilities Act) compliance is required - check with your builder.
  
• Must have at least one cash drawer cubby, two is better, and best is having the cubby with a pull-out shelf.
  
• A filing cabinet is really nice to have.
  
• Glass is prohibited for safety and branding reasons.
  
• Counter placement is to be determined by the Development team!
  

Click here to find some example drawings to give to your contractor or builder.

Tubs

Tubs used for self wash & grooming may either be 58” white polyurethane OR stainless steel, dependent on budget and preference. For the polyurethane, we typically recommend Poly Pet Tubs. Stainless steel tubs are 62" professional stainless steel, with ramp. We typically recommend Flying Pig or a similar alternative. Please include a faucet accessory package and ramp. Please ask your contractor regarding drain placement for your particular space and plumbing.

Grooming Tables

The tables used in the main grooming area should be >49” and either be high-quality hydraulic or electric. Quantity TBD according to space and overall budget. Drying tables are smaller, portable tables typically used in the drying/cage bank room and/or next to the tubs. Groomer’s Choice is a popular vendor, as is Flying Pig, Ryan’s Pet Supply, and Shernbao.

Retail Equipment

The small retail equipment you'll need to complete your store are listed on the official Itemized Equipment List (available by request), including (but not limited to): office supplies, shopping baskets, pricing accessories, ladders/carts/dollies, cleaning equipment, unique merchandising accessories.

Some are described in more detail here:

Small Retail Accessories

Main Retail Fixtures & Furnishings

Technology

There are various pieces of software & systems that are required/recommended by GROOMBAR and EarthWise Pet that will allow you to run your business in an efficient manner and receive adequate support. Some of these include:

New Stores

• Services management & POS: eTail Pet (required)
• GROOMBAR Scheduler (required)
• Frequent Buyer & Loyalty Program: Astro Loyalty (required)
• Email and file storage: Google Workspace (required)
• Onboarding Project Management: Rocketlane (required)
• Internal communication: Slack (required)

Conversion and Legacy Stores

• Services management & POS: eTail Pet* (recommended)
• GROOMBAR Scheduler* (recommended)
• Frequent Buyer & Loyalty Program: Astro Loyalty (required)
• Email and file storage: Google Workspace (required)
• Onboarding Project Management: Rocketlane (required)
• Internal communication: Slack (required)

*Contact EW Support Team Member for other approved systems if desired

Systems may change from time to time and the latest approved systems are defined within Franchise’s current Operations Manual (located on Shared Google Drive – contact support team for access). You will be guided through these technologies by our corporate team at the necessary time within your construction phase.

Support

During your pre-soft opening phase, you will be using our onboarding and project management software. Each item will have allocated team members who specialize in that particular project. You can keep track of the progress via your project management board and message team members whenever you need clarity or extra guidance. Your project can be accessed anytime by visiting my.earthwisepet.com

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