PENTAIR WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 1

EVERPURE

RESIDENTIAL BRAND OVERVIEW

PENTAIR WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 2

CONTENTS

POSITIONING

BRAND HISTORY ........................................4

TARGET AUDIENCE ...................................5

PRODUCT CATEGORY ................................6

BRAND ATTRIBUTES .................................7

BRAND VISUAL ATTRIBUTES ...................8

BRAND ELEMENTS

LOCKUP ......................................................10

LOCKUP: PRODUCT LINES .......................11

LIFESTYLE PHOTOGRAPHY .......................12

LIFESTYLE PHOTOGRAPHY (CONT’D) ......13

PRODUCT PHOTOGRAPHY ........................14

PRODUCT DIAGRAMS ................................15

PRODUCT LINE IMAGERY .........................16

PRODUCT LINE BADGES...........................17

ICONOGRAPHY ...........................................18

COLOR.........................................................19

TYPOGRAPHY .............................................20

VOICE & TONE ............................................21

APPLICATIONS

PACKAGING ................................................23

LITERATURE ...............................................24

DIGITAL .......................................................25

INTEGRATED CAMPAIGNS ........................26

THIRD-PARTY

RESELLER LOCKUP ..................................28

SHARING ARTWORK ..................................29

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 3

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTY

POSITIONINGSECTION 01

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 4

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYBRAND HISTORY

ESTABLISHING COMMERCIAL SUCCESS

Everpure was established in 1933 and has grown to become the number one selling commercial-grade water filtration system in the world. Professional chefs trust Everpure for excellence in water filtration at their restaurants.

REACHING HOMEOWNERS WITH DISTRIBUTORS

Everpure expanded into residential markets by leveraging its established commercial success and partnering with distributors to manage the majority of the end user sales. The Everpure brand was positioned as a luxirous status symbol for upscale homeowners. Everpure’s largest master distributors are:

• Purcell Murray: www.purcellmurray.com

• Pinnacle: www.pinnaclesalesgroup.com

• Milestone Distributors: www.milestonedist.com

CHALLENGES WITH PENTAIR REBRANDING

Recently, Everpure’s parent company, Pentair, shifted its brand management strategy to one unified look and feel across all of its brands. By complying with Pentair’s updated brand guidelines, Everpure gains the support of its Fortune 500 parent company. However, Everpure must also work to maintain its established brand equity within the new guidelines.

POSITIONING

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 5

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYTARGET AUDIENCE

APPEALING TO UPSCALE HOMEOWNERS

The Pentair Everpure customer aspires to a healthy lifestyle and all the benefits associated with it— both physical and social. They buy organic. They exercise. They recycle. And they make a good living.

Everpure customers aspire to own the finest products available. It is not uncommon for our target to invest huge sums of money on kitchen remodeling projects.

For Everpure customers, what they put into their kitchen is as important as what they put into themselves.

The Pentair Everpure customer aspires to a healthy lifestyle and all the benefits associated with it.

POSITIONING

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 6

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYPRODUCT CATEGORY

OTHER LUXURY APPLIANCE BRANDS

Luxury Appliance Brands

• Jenn-Air: http://jennair.com/

• Gaggenau: http://www.gaggenau.com/zz/

• Coyote: http://www.coyoteoutdoor.com

• Dyson: http://www.dyson.com/

• TopBrewer: http://www.scanomat.com/int

MAIN COMPETITOR

Main Competitior

• Body Glove: http://www.bodyglove.com/

POSITIONING

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 7

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYBRAND ATTRIBUTES

Commercial-Grade Quality

Environmentally Green

Luxury Status

Healthy Living

Using Pentair’s established branding guidelines, the Everpure model line should communicate the following qualities to its target audience.

COMMERCIAL-GRADE QUALITY

Since 1933, Pentair Everpure has been the number one trusted brand in commercial-grade water filtration.

LUXURY STATUS

Everpure water filtration systems merge state-of-the-art technology with a design that will shine everywhere filtration is needed in your home.

HEALTHY LIVING

Everpure’s family of water filtration products can powerfully protect your family from a whole host of waterborne hazards or aesthetic effects.

ENVIRONMENTALLY GREEN

Everpure products considerably ease the environmental impact of consuming healthy water rather than purchasing bottled water.

POSITIONING

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 8

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTY

COMMERCIAL-GRADE QUALITY LUXURY STATUS HEALTHY LIVING ENVIRONMENTALLY GREEN

Photography

Product-focused “hero” images

High-end residential spaces

People drinking and using water

Organic & natural objects

Layout & Design Elements

Features & Benefits callouts in literature

Thin, dynamic typography & light weight icons

Clean layouts with ample whitespace

Pentair Green color scheme when appropriate

BRAND VISUAL ATTRIBUTES

Features & Benefits Callout Box abc

• Features & Benefits Callout Bullet

FILTRATION & PROCESS EVERPURE H-300 DRINKING WATER SYSTEM

EVERPURE® H-300

• Lead

• NSF/ANSI Standard 53 certified to reduce cysts such as Cryptosporidium and Giardia by mechanical means

• Volatile Organic Chemicals (VOCs), including THMs

• Chlorine taste & odor

• Dirt and cloudiness*

• Mold and algae*

• Reduces particles as small as 0.5 micron in size by mechanical means

• Enhanced with KDF media to inhibit scale build-up that can damage equipment

SPECIFICATIONS

• Flow rate controlled at 0.5 gpm (1.9 Lpm)

• Temperature 35-100° F (2-38° C) cold water use only

• Pressure 10-125 psi (0.7-8.6 bar) non-shock

• Capacity 300 gal. (1,135 L)

• Required Space 5W x 22H x 5D in 13W x 56H x 13D cm

SUBSTANCE REDUCTION

H-300 DRINKING WATER SYSTEMThe same commercial quality that makes Pentair® Everpure® the overwhelming choice for water filtration in restaurants is also available for your home. The Pentair Everpure exclusive precoat filtration technology combines Micro-Pure® and a unique pleated filter membrane. This highly engineered design offers a large filtering surface area, longer filter life, and consistent performance.

Commercial Grade Filtration

• Exclusive Micro-Pure filter material reduces contaminants commonly found in tap water

• Commercial grade metal canister protects the filter system from splitting or bursting

Great Tasting Water

• Retains vital minerals found naturally in water to ensure the clean, crisp taste of your water

• Absorbs common earthy, moldy, fishy tastes, and odors

Added Benefits

• Built-in water shut-off allows for easier cartridge changes

• Helps prevent lime and scale build-up in water appliances

FEATURES

22”

5”

*As tested by Everpure, LLC.

EPA EST. NO. 002623-IL-002

POSITIONING

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 9

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTY

BRAND ELEMENTSSECTION 02

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 10

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYLOCKUP

STANDARD MODEL LINE LOCKUP

NOTE: Refer to Pentair’s official branding guidelines for a complete set of details regarding the use of the Pentair lockup.

LIMITED SPACE SCENARIOS

Condensed Layout

X

X

3 X

Horizontal Layout

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 11

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYLOCKUP: PRODUCT LINES

STANDARD PRODUCT LINE LOCKUP ALTERNATIVE PRODUCT LINE LOCKUP

NOTE: This layout is used on cartridge labels to easily distinguish between product lines.

PRODUCT NAMEOPTIONAL DESCRIPTIVE COPY

PRODUCT NAMEOPTIONAL DESCRIPTIVE COPY

EVERPURE

PRODUCT

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 12

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYLIFESTYLE PHOTOGRAPHY

MAIN CATEGORIES

• High-end kitchen & bathrooms

• People drinking & using water

• Close-up shots of luxurious or organic objects

IMAGE KEYWORDS

• Luxury

• High-end

• Quality

• Kitchens

• Greenery

• Clean

• Refreshing

NOTE: Do not use photographs that look dated or highly staged

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 13

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYLIFESTYLE PHOTOGRAPHY (CONT’D) ELEMENTS

iStock #16002661

iStock #42144900

iStock #12191982

iStock #13159612

iStock #6462522

iStock #17375504

iStock #17219922

iStock #10372540

iStock #25992377

iStock #24573913

iStock #12518639

iStock #5438975

iStock #18685826

iStock #44471254

iStock #9569194

iStock #12233181

iStock #21141636

iStock #14432104

POTENTIAL IMAGES FOR PURCHASE

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 14

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYPRODUCT PHOTOGRAPHY

PRODUCT IN-USE

Below are the studio images of Everpure products in context specific environments. Currently, there are four different studio environments in use.

Kitchen

Wet Bar

Bathroom

Kitchen II

PRODUCT HERO IMAGE

Similar to other luxury appliance brands, use the product itself as the main focal point in promotional applications whenever possible.

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 15

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYPRODUCT DIAGRAMS

CUTAWAY DISPLAYS

Cutaway displays are used to show how Everpure systems filter water. Below are the cutaway images we have on file.

INSTRUCTIONAL LINE DRAWINGS

Instructional line drawings are used mainly for installation manuals and technical documents.

Avoid using line drawings as a focal point in customer- facing brochures and advertisements. Instead, use actual installation photography whenever possible.

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 16

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYPRODUCT LINE IMAGERY

LEGACY IMAGES

Everpure Fern

RECENT LAUNCHES

EF Series Kiwi Splash

RO Leaf PBS / SPA

H-300-NXT Image Attributes

• Organic elements

• Cut-out image (no background)

• Ability to work on the silver cartridge label

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 17

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYPRODUCT LINE BADGES

CAPACITY BADGE

Capacity Badge

FILTER FAUCET REQUIRED BADGE

INSTALLATION AREA BADGES

A series of seven different location icons are used to create installation area badges. Each installation area badge should use, at most, five location icons. Otherwise, the badge becomes too difficult to read on the cartridge canister.

Use on any new system requiring a separate filter installation

EF-6000

EF-1500

EF-3000

Separate Faucet Installation

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 18

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYICONOGRAPHY

ICON DESIGN PRINCIPLES

• Line Drawings

• Geometric Representation

• Rounded Corners

• Avoid Overusing Metaphors

Two separate icons already use a faucet symbol.

To prevent confusion, avoid overusing variations of common water-related items.

INSTALLATION ICONS

A series of icons have been created relating to how or where Everpure products are installed. Eight icons have been created so far. See below.

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 19

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYCOLOR

COLOR

Use the same colors outlined in Pentair’s brand guidelines for the Water Quality Systems GBU. However, use a higher ratio of green for the Everpure brand.

PENTAIR BLUE

PENTAIR GREEN

PENTAIR BRIGHT BLUE

Coated Stock

C:100 M:73 Y:0 K:10 or PANTONE 7686 C

Uncoated Stock

C:100 M:50 Y:1 K:15 or PANTONE 2945 U

On-screen

R:12 G:52 B:113 Hex:0C3471

Coated Stock

C:68 M:0 Y:100 K:0 or PANTONE 369 C

Uncoated Stock

C:55 M:0 Y:95 K:3 or PANTONE 369 U

On-screen

R:100 G:167 B:11 Hex:64A70B

Coated Stock

C:99 M:1 Y:5 K:5 or PANTONE 639 C

Uncoated Stock

C:95 M:1 Y:11 K:2 or PANTONE 639 U

On-screen

R:0 G:138 B:188 Hex:008ABC

COLOR CODING

Model line color coding has been largely discontinued.

In the past, color-coding was used to distinguish between cartridges. However, as the Everpure portfolio grew, the number of colors required was not supported by Pentair’s new standards. The model line number has been enlarged on cartridge labels to distinguish between products. (See page 11)

ELEMENTS

NOTE: The on-screen version of the Pentair Green does not look as organic as it does in print. Use your best judgment when using this color on digital applications.

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 20

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYTYPOGRAPHY ELEMENTS

TYPOGRAPHY

Use the same typefaces outlined in Pentair’s brand guidelines. In promotional literature, using light weight styles of DIN at large point sizes for headlines will mimic other high-end brands.

EXAMPLES

DIN Pro .............. AaBbCcDdDIN Pro ............ AaBbCcDdDIN Pro ..........AaBbCcDdDIN Pro .... AaBbCcDdDIN Pro .....AaBbCcDdDIN Pro ......AaBbCcDdDIN Pro ....AaBbCcDd

Condensed Light

Condensed

Condensed Bold

Light

Regular

Italic

Bold

EVERPURE®

FILTRATION & PROCESS VOLUME TWO | ISSUED APRIL 15, 2011

UNDERSINKFILTRATION

FLUID PROCESS SOLUTIONS VOLUME TWO | ISSUED APRIL 15, 2011

EVERPURE,EVERYWHERE

LOREM IPSUM VERO GREGOD METCO | ISSUED APRIL 15, 2012

WATER YOU CAN TRUST

EVERPURE®

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 21

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYVOICE & TONE

COMMONLY REPEATED PHRASES

General Brand

• Water You Can Trust

• Commercial-Grade Water Filtration for the Home

Product Specific

EF-Series

• Enjoy the great taste of Everpure, everywhere in your home

H-300-NXT

• The best just got better

NOTE: These phrases should not be treated as taglines that appear as a trademarked line within the lockup.

SIMPLE LANGUAGE

Our audience is less educated about water filtration than our traditional pro-channel customers. Therefore, our language has to be more direct, explanatory and friendly.

ELEMENTS

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 22

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTY

APPLICATIONSSECTION 03

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 23

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYPACKAGING

CARTRIDGE LABELS CARTONS

CAPACITY11,355 Litres

3,000gallons

Quick-Change CartridgeReplace cartridge once a year, or sooner, should flow become inconveniently slow. Capacity will vary according to flow rate, influent line pressure and local water conditions. See separate insert for cartridge removal and replacement instructions. Reorder No. EV985750

Operating ParametersWorking Pressure (nonshock): 10-125 psi (0.7-8.6 bar)Temperature: 35-100°F (2-38°C)Service flow rate: 2.2 gpm (8.3 Lpm)Rated service capacity: 3,000 gallons (11,355 L)

For conditions of use, health claims certified by the CaliforniaDepartment of Health Services, and replacement parts, see Performance Data Sheet.

The contaminants or other substances removed or reduced by this water treatment system are not necessarily in your water. Do not use with water that is microbiologically unsafe or of unknown quality without adequate disinfection before or after the system. Systems certified for cyst reduction may be used on disinfected waters that may contain filterable cysts.

This drinking water system must be maintained according to the manufacturer’s instructions, including replacement of filter cartridge.

Configuration of the cartridge cap and head of this product and Everpure® are registered trademarks of Pentair Residential Filtration, LLC.

IMPORTANT NOTICE – Read the manufacturer’s performance data sheet.

EPA Est. No. 002623-IL-002

©2014 Pentair Residential Filtration, LLC. All Rights Reserved.

Assembled in USA with foreign and domestic parts.EV314271 REV B JE14

EVERPURE®

EF-3000

Pentair Residential Filtration, LLC 5370 North Glen Park Road Milwaukee, WI 532089Customer Care/Technical Support:262-238-44001-800-279-9404 (USA)www.pentairaqua.comwww.residential.everpure.com

EF-3000 Quick-Change CartridgeFits EF-3000 Drinking Water System

Cartouche de changement rapide EF-3000 Convient au système d’eau potable EF-3000

Reduces particles as small as 0.5 micron in size by mechanical means

NSF/ANSI Standard 53 certified to reduce cysts such as Cryptosporidium and Giardia by mechanical means

Filters 3,000 Gallons/11,355 Litres

System Tested and Certified by NSF International against NSF/ANSI Standards 42 and 53 for the reduction of:Std. No. 42 – Aesthetic effects Std. No. 53 – Health effects Chemical Reduction Chemical Reduction Taste & Odor Lead Chlorine Mechanical Filtration Mechanical Filtration Nominal Particulate Class I Cyst

EVERPURE® EF-3000

EF-3000

Inst

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APPLICATIONS

The silver canister color represents the high-end commercial quality of the product.

The same base carton may be used for several different model lines. Different identification labels would be applied accordingly.

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 24

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYLITERATURE

SELL SHEETS

The layout of Everpure sell sheets differs slightly from our traditional spec sheets because the intended audience is closer to the end user.

BROCHURES

Brochures are usually created as tri-folds due to the space requirements in distributor showrooms.

FILTRATION & PROCESS FOOTER TITLE: LIGHT, 8.5PT, CAPS

EVERPURE® MODEL LINE

• Substancereductionbullet

• Substancereductionbullet

• Substancereductionbullet

• Substancereductionbullet

• Substancereductionbullet*

*Footnote

SPECIFICATIONS

• Flow rate controlledatXXgpm(XXLpm)

• Temperature XX–XX°F(XX–XX°C)coldwateruseonly

• PressureXX-XXpsi(XX-XXbar)

• CapacityXXXgal.(XXXL)

• Required SpaceXXWxXXHxXXDinXXWxXXHxXXDcm

SUBSTANCE REDUCTION

EPAEST.NO.XXXXXX-AA-XXX

HEADLINE: CONDENSED LIGHT, 21PT, CAPSIntroductionparagraph:DINProRegular,9ptwith11ptleading.Allbodycopyonthefrontpagewillfollowthesamethesesamespecifications.Itaquaepeliacoribusamalit,tocoreescilipideiurautreptaaquaepracomniminverspere,nosapicibereriormoloreeseumfugiaeditatiur?Apicitiusam,comnimerepudisimsinust,siutporatur.Hictoterepraeperidoloriomaquamuscusidebitquisitio.

FeatureCategory

• Supportingbullet

• Supportingbullet

• Supportingbullet

FeatureCategory

• Supportingbullet

• Supportingbullet

FeatureCategory

• Supportingbullet

• Supportingbullet

• Supportingbullet

• Supportingbullet

FeatureCategory

• Supportingbullet

• Supportingbullet

ProductImage

FEATURES (SECONDARY SUBHEADINGS: BOLD, 9PT, CAPS)

XX”

XX”

CAPACITYXXXX Litres

XXXgallons

FILTRATION & PROCESS EVERPURE H-300-NXT DRINKING WATER SYSTEM

EVERPURE H-300-NXT

• Lead

• Chlorine taste & odor

• Dirt and cloudiness †

• Mold and algae †

• NSF/ANSI Standard 53 certified to reduce cysts such as Cryptosporidium and Giardia by mechanical means

• Volatile Organic Chemicals (VOCs)

• Reduces particles as small as 0.5 micron in size by mechanical means

• Enhanced with KDF media to inhibit scale build-up that can damage equipment

• **NSF/ANSI Standard 401 certified for the reduction of the incidental contaminants/emerging compounds listed in the performance data sheet

SPECIFICATIONS

• Flow rate controlled at 0.5 gpm (1.9 Lpm)

• Temperature 35-100° F (2-38° C) cold water use only

• Pressure 10-125 psi (0.7-8.6 bar) non-shock

• Capacity 300 gal. (1,135 L)

• Required Space 5W x 22H x 5D in 13W x 56H x 13D cm

SUBSTANCE REDUCTION

H-300-NXT DRINKING WATER SYSTEMThe same commercial quality that makes Pentair Everpure* the overwhelming choice for water filtration in restaurants is also available for your home. The H-300-NXT is the first of its kind to be certified by NSF to NSF/ANSI Standard 401, to reduce pharmaceuticals that may be found in your water. These contaminants include: some pharmaceuticals, over-the-counter medications, herbicides, pesticides and chemicals used in manufacturing like bisphenol A (BPA). The Pentair Everpure exclusive precoat filtration technology combines Micro-Pure* and a unique pleated filter membrane that is 30% larger than the H-300 filter. Comparable to our top-selling H-300, with added benefits to help give your family peace of mind.

What’s Inside

• Helps prevent lime and scale buildup in water using appliances

• Exclusive Micro-Pure filtration technology protects the pleated surface inside the cartridge

Great Tasting Water

• Dual-stage filtration design ensures maximum reduction of substances

• Retains vital minerals found naturally in water to provide the health benefits and delicious taste of your water

Latest NSF Certification

• NSF/ANSI Standard 401** in addition to NSF/ANSI Standard 42 & 53

Commercial Grade Filtration

• The Pentair Everpure signature metal canister delivers commercial-grade durability to protect the system from splitting or bursting

• 30% larger cartridge provides better dirt-holding capacity

FEATURES

22”

5”

† As tested by Everpure, LLC.

EPA EST. NO. 002623-IL-002

DISCOVER LUXURIOUS QUALITY WATER

WWW.RESIDENTIAL.EVERPURE.COM/NXT

THE BEST JUST GOT BETTER

LATEST NSF/ANSI CERTIFICATION FOR EMERGING CONTAMINANTS

Contaminants reduced include:

• Some pharmaceuticals

• Over-the-counter medications

• Manufacturing chemicals like bisphenol A (BPA)

Enjoy peace of mind with the latest in high end commercial-grade filtration from Everpure.* With the H-300-NXT, your family can indulge in quality, trusted water on demand. Engineered to deliver unparalleled performance, the H-300-NXT ensures you receive crisp, clean, healthy water every time.

30% LARGER FILTER MEMBRANE

Combines exclusive Micro-Pure* technology and a unique pleated filter membrane to provide longer filter life and consistent performance.

50% GREATER DIRT-HOLDING CAPACITY

Reduces contaminants while retaining vital, natural minerals so you receive tasteful, crisp, clean water.

The H-300-NXT uses trusted technology from our top-selling H-300 to deliver quality water with these added benefits:

NOTE: While the health risks associated with emerging contaminants are not yet well understood, the contaminants covered in this new certification have been detected in drinking water supplies at trace levels.

APPLICATIONS

FILTRATION & PROCESS5730 NORTH GLEN PARK ROAD, MILWAUKEE, WI 53209P: 262.238.4400 | F: 262.238.4404 | WWW.RESIDENTIAL.EVERPURE.COM CUSTOMER CARE: 800.279.9404

*For a detailed list of where Pentair trademarks are registered, please visit www.pentairaqua.com. Pentair trademarks and logos are owned by Pentair, Inc. or its affiliates. Third party registered and unregistered trademarks and logos are the property of their respective owners. Because we are continuously improving our products and services, Pentair reserves the right to change specifications without prior notice. Pentair is an equal opportunity employer.4003562 REV A DE14 © 2014 Pentair Residential Filtration, LLC All Rights Reserved.

Contact your local distributor to learn more

RESIDENTIAL.EVERPURE.COM/NXT

† As tested by Everpure, LLC.

EPA EST. NO. 002623-IL-002

This System has been Tested & Certified by NSF International against NSF/ANSI Standards 42, 53, and 401 as verified and substantiated by test data for the reduction of:

Std No. 42 Aesthetic Effect: Chemical Reduction • Taste and Odor • Chlorine Taste & OdorMechanical Filtration • Particulate Reduction: Class I

Std No. 53 Health Effects: Chemical Reduction • VOC • Lead Mechanical Filtration • Cyst

Std No. 401 Emerging Contaminants‡ Phenytoin, IbuprofenNaproxen, EstroneBisphenol A, Nonylphenol

H-300-NXT H-300

Reduces particles as small as 0.5 micron in size by mechanical means • •Chlorine taste & odor • •Dirt and cloudiness † • •Mold and algae † • •Lead • •Volatile Organic Chemicals (VOCs) • •NSF/ANSI Standard 53 certified to reduce cysts such as Cryptosporidium and Giardia by mechanical means

• •

Enhanced with KDF media to inhibit scale build-up that can damage equipment • • NSF/ANSI Standard 401 certified for the reduction of the incidental contaminants/emerging compounds listed in the performance data sheet

•

‡ NSF Standard 401 have been deemed as “incidental contaminants/emerging compounds”. Incidental contaminants are those compounds that have been detected in drinking water supplies at trace levels. While occurring at only trace levels, these compounds can affect the public acceptance/perception of drinking water quality.

H-300 & H-300-NXT COMPARISON CHART

H-300-NXT DRINKING WATER SYSTEM

EVERPURE

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 25

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYDIGITAL

WEBSITE

Main Website http://residential.everpure.com/

E-Commerce Website http://www.shopeverpure.com/

APPS

Everpure E-Binder Digital Resource Library

Everpure Showroom Display TBD

SOCIAL MEDIA

APPLICATIONS

Facebook https://www.facebook.com/everpurewater

Twitter https://twitter.com/Everpure_Water

Pinterest https://www.pinterest.com/EVPWater/

YouTube https://www.youtube.com/user/PentairEverpure

Houzz http://www.houzz.com/pro/everpure/

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 26

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYINTEGRATED CAMPAIGNS

CONSISTENT IMAGERY CONSISTENT MESSAGING CONSISTENT LAYOUT

APPLICATIONS

Consistent use of the Everpure brand elements across different applications builds an integrated campaign.

“THE BEST JUST GOT BETTER”

FILTRATION & PROCESS5730 NORTH GLEN PARK ROAD, MILWAUKEE, WI 53209P: 262.238.4400 | F: 262.238.4404 | WWW.RESIDENTIAL.EVERPURE.COM CUSTOMER CARE: 800.279.9404

*For a detailed list of where Pentair trademarks are registered, please visit www.pentairaqua.com. Pentair trademarks and logos are owned by Pentair, Inc. or its affiliates. Third party registered and unregistered trademarks and logos are the property of their respective owners. Because we are continuously improving our products and services, Pentair reserves the right to change specifications without prior notice. Pentair is an equal opportunity employer.4003562 REV A DE14 © 2014 Pentair Residential Filtration, LLC All Rights Reserved.

Contact your local distributor to learn more

RESIDENTIAL.EVERPURE.COM/NXT

† As tested by Everpure, LLC.

EPA EST. NO. 002623-IL-002

This System has been Tested & Certified by NSF International against NSF/ANSI Standards 42, 53, and 401 as verified and substantiated by test data for the reduction of:

Std No. 42 Aesthetic Effect: Chemical Reduction • Taste and Odor • Chlorine Taste & OdorMechanical Filtration • Particulate Reduction: Class I

Std No. 53 Health Effects: Chemical Reduction • VOC • Lead Mechanical Filtration • Cyst

Std No. 401 Emerging Contaminants‡ Phenytoin, IbuprofenNaproxen, EstroneBisphenol A, Nonylphenol

H-300-NXT H-300

Reduces particles as small as 0.5 micron in size by mechanical means • •Chlorine taste & odor • •Dirt and cloudiness † • •Mold and algae † • •Lead • •Volatile Organic Chemicals (VOCs) • •NSF/ANSI Standard 53 certified to reduce cysts such as Cryptosporidium and Giardia by mechanical means

• •

Enhanced with KDF media to inhibit scale build-up that can damage equipment • • NSF/ANSI Standard 401 certified for the reduction of the incidental contaminants/emerging compounds listed in the performance data sheet

•

‡ NSF Standard 401 have been deemed as “incidental contaminants/emerging compounds”. Incidental contaminants are those compounds that have been detected in drinking water supplies at trace levels. While occurring at only trace levels, these compounds can affect the public acceptance/perception of drinking water quality.

H-300 & H-300-NXT COMPARISON CHART

H-300-NXT DRINKING WATER SYSTEM

EVERPURE

EVERPURE

FILTRATION & PROCESS © 2014 Pentair Residential Filtration, LLC. All Rights Reserved. 4003668 REV A NV14

H-300-NXTDRINKING WATER SYSTEM

Visit residential.everpure.com/nxt for more information

• NSF certified to reduce pharmaceuticals, BPA and other emerging contaminants

• 50% greater dirt-holding capacity

• 30% larger filter membrane

THE BEST JUST GOT BETTER

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 27

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTY

THIRD-PARTYSECTION 04

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 28

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTY

AUTHORIZED RESELLER

AUTHORIZED RESELLER

AUTHORIZED RESELLER

AUTHORIZED RESELLER

RESELLER LOCKUP

AUTHORIZED RESELLER LOCKUP CLEAR SPACE REQUIREMENT

Use the width of the Pentair diamond to determine the proper clear space required.

IMPROPER USAGE

AUTHORIZED RESELLER

THIRD-PARTY

AUTHORIZED RESELLER

AUTHORIZED RESELLERAUTHORIZED RESELLER

DO NOT place the lockup on busy or cluttered backgrounds

DO NOT resize or alter the text within the lockup

DO NOT rotate, skew, or resize the lockup unproportionally

DO NOT alter the lockup colors DO NOT place anything within the minimum clear space requirements

DO NOT add a drop shadow or other visual effects to the lockup

x x

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 29

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYSHARING ARTWORK THIRD-PARTY

SHARING ARTWORK

It is common to receive request from our master distributors for artwork files. Use the guidelines below to handle any requests.

Product Photography It is acceptable to share product photography with partners who request it.

Lifestyle Imagery Do not share lifestyle imagery with our third-party partners. Sharing lifestyle imagery can dilute our brand equity, and some of our stock photography licenses prohibit sharing images outside the company.

Native Artwork We NEVER share native artwork with any of our third-party partners. Please refer any partner looking for printed collateral to our Pentair On Demand service.

WATER QUALITY SYSTEMS EVERPURE RESIDENTIAL BRAND GUIDELINES 30

POSITIONING ELEMENTS APPLICATIONS THIRD-PARTYSOCIAL MEDIA THIRD-PARTY

CORRECT INCORRECT

• Refer to your company as an authorized dealer of Everpure products

• Use the third party Pentair branded logo with your dealer logo

• Defer to your Pentair Everpure sales representative for details regarding trademark and logo usage

• Use the Pentair logo in any format unless authorized by Pentair legal team

• Use the Everpure logo on social media/website/marketing collateral unless approved by Pentair legal team

• Stretch or modify the third party Pentair branded logo in any wayAUTHORIZED RESELLER

Please note, any misuse of the Pentair or Everpure logos is unauthorized and an infringement of Pentair’s intellectual property. Any social media pages that misuse these logos can, and will be, taken down by Pentair’s legal team until the issue is resolved. Should you have any questions, please contact your sales representative.

© 2014 Pentair Residential Filtration, LLC. All Rights Reserved. For a detailed list of where Pentair trademarks are registered, please visit waterpurification.pentair.com/en-US/aboutpentair/brands/ Pentair trademarks and logos are owned by Pentair plc or its affiliates. Third party registered and unregistered trademarks and logos are the property of their respective owners.4004733 REV B MY16

WATER QUALITY SYSTEMS5730 NORTH GLEN PARK ROAD, MILWAUKEE, WI 53209 P: 262.238.4400 | WATERPURIFICATION.PENTAIR.COM | CUSTOMER CARE: 800.279.9404 | tech-support@pentair.comAll Pentair trademarks and logos are owned by Pentair, Inc. or its affiliates. All other registered and unregistered trademarks and logos are the property of their respective owners. Because we are continuously improving our products and services, Pentair reserves the right to change specifications without prior notice. Pentair is an equal opportunity employer.

WATER QUALITY SYSTEMS5730 NORTH GLEN PARK ROAD, MILWAUKEE, WI 53209P: 262.238.4400 | F: 262.238.4404RESIDENTIAL.EVERPURE.COMCUSTOMER CARE: 800.279.9404 | tech-support@pentair.com© 2015 Pentair Residential Filtration, LLC. All rights reserved.

PENTAIR WATER QUALITY SYSTEMS5730 NORTH GLEN PARK ROAD, MILWAUKEE, WI 53209P: 262.238.4400 | F: 262.238.4404WATERPURIFICATION.PENTAIR.COMCUSTOMER CARE: 800.279.9404 | tech-support@pentair.com© 2015 Pentair Residential Filtration, LLC. All rights reserved.