As the Teddy Scares brand grew in popularity, creating a style guide was necessary for the brand. This ninety-four page, easy to navigate guide was created to refer to when handing the bears over to licensees. A binder format was used to give the ability to easily add new artwork to the piece. The book contained many elements including: flat art, logos, typefaces, borders and packaging design. The main goal of this guide was to enforce consistency across a set of products.