F&p brand presentation

Brand Presentation

May 2010

FISHER & PAYKEL BRAND PRESENTATION 2

MAY 2010

Brand strategy and positioning01.00 | Page 3

Brand elements02.00 | Page 12

Brand rules03.00 | 1

Current work04.00 | Page 26


MAY 2010

Brand strategy and positioning


MAY 2010

Care, Integrity, Style, Innovation – These values are the foundation of our brand. They are embodied in everything we do.

In conclusion, everything we do has to be of excellence. We never stop innovating, we truly care, and we deeply believe in our work.

BRAND STRATEGY AND POSITIONING

01.01 Brand DNA

Care

We care for everyone that comes in contact with us. And this does not only refer to our daily work life. Our products are designed to make our customers’ lives better and are based on the constant strive for the most human-centric design. It is our goal to make our customers feel that we’re there for them whenever we need to be.

Integrity

We proudly stand behind our products, their design and performance. All our interactions are transparent, honest and respectful. We respect people. We respect the environment and do everything in our power to conserve resources.

Style

We are only successful because there is a certain sense of style in everything that we do. We provide appliances that not only work exceedingly well. We provide aesthetic creations to people that make their kitchens look amazing.

Innovation

Innovation is our fuel. We innovate everyday and in everything that we do. Innovation is about doing things more intelligently, achieve greater efficiency, and about providing solutions that make our lives easier and more enjoyable.

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01.02 Core competitive edge

Innovative engineering and design are part of our core competitive edge and the very foundation of our brand. They are the visible evidence of the new luxury.

Fisher & Paykel’s innovation is based on the care and respect of humanity. Through research and the fieldtesting, we observe and listen to consumers’ specific needs, continuously improve our products and create new ones. With the 75 years of pioneering spirit we inherited from the founder, “care” enabled us to keep challenging ourselves for creating beyond ordinary quality and design.

5FISHER & PAYKEL BRAND PRESENTATION


MAY 2010

01.03 Brand model


Rational and emotional benefit

The relevant emotional and rational benefit promises the brand offers the consumer.

What does the brand offer me?

Support

The reasons why the consumer should believe the benefit promises.

Why should I trust in the brand?

The differentiating attributes which will constitute the brand’s character in the future.

What does the brand stand for?

Positioning of the brand within the competitive field in the target groups’ minds.

Brand idea.

Tonality – The tone of voice the brand is talking, Look & Feel.

Describes the moving force behind the brand; platform for design development and all brand.

Desired brand perception in the target groups’ minds: how shall people talk about the brand when being exposed to it in the future?


MAY 2010

01.04 Tone of the brand


Real

Staged Not genuine

Inviting Warm

Distanced Cold

8

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FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING

01.05 Differentiating core brand value

“Realness” is our differentiating core brand value. It is also derived from our brand’s DNA. Realness means we are natural, confident, authentic, credible and we reflect our intelligence. Expressing our realness sets us apart in a competitive environment. Whereas our competition presents consumers with artificial and seemingly unreal worlds far from their own life, we are the very opposite.

8


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01.06 Mobile Phones category examples

Motorola – Not Real Apple iPhone – Real

Conclusion – Realness differentiates. Product interaction that you can experience in real life instead of artificial interpretations of design features.


MAY 2010


01.07 Television category examples

AUREA – Not Real Bang & Olufsen – Real

Conclusion – Realness differentiates. With no need to over do the staging of a certain benefit the product and it’s fit to peoples lifestyle gets all the attention.


MAY 2010


01.08 Fisher & Paykel appeal to the consumer

Fisher & Paykel offers the most innovative range of kitchen appliances based on solid engineering and showcasing superb design.

Brand Differentiation Consumer outtake

Innovative Engineering

&

Innovative Design

+ =Realness Aspiration

Their very substance...

...reflects consumers’ cutting-edge lifestyle.


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Brand elements


MAY 2010

So how do we present the brand to be consistent with the position and personality?


MAY 2010

02.01 Product imagery – distant vs inviting

BRAND ELEMENTS

distant Fisher & Paykel spectrum inviting

• Product in a studio environment

• People do not appear

• Products are the heroes

• Product in a real, premium environment

• People do not appear

• Products do not have only their original function but are also state of the art objects

• Product in a real, premium environment

• People are not clearly visible (blurred in the background, details, etc.)

• People do not use the products

• Product in a real, high end environment

• People are shown clearly – approachable

• People use the products

• Product in a real, everyday environment

• People are shown clearly – ordinary

• People use the products

Target


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BRAND ELEMENTS

02.02 Product imagery – real vs staged

real Fisher & Paykel spectrum staged

• Natural, clear lightsetting • Exciting but natural lightsetting with dynamic accents • Artificial exaggerated lighting

Target


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02.03 People imagery – distant vs inviting

BRAND ELEMENTS


• Distant up to arrogant characters

• Facial expression is reserved up to condescendingly

• More distant characters

• Facial expression is open up to reserved

• Approachable

• Inviting, emotional characters

• Friendly open facial expression

Target


MAY 2010

02.04 People imagery – real vs staged

BRAND ELEMENTS


• Real, authentic characters

• Natural but exciting lighting

• Natural gestures

• Comfortable posture

• Staged character

• Artificial lighting

• False gestures

• People posing

Target


MAY 2010

02.05 Food imagery – distant vs inviting

BRAND ELEMENTS


• You feel passion for it

• It is cooked for you

• Food is an artwork

• You enjoy it

• You can cook it

• More stylised pictures

• You need it

• You cook it

• Food is nutrition

• Organic, simple images

Target


MAY 2010

02.06 Food imagery – real vs staged

BRAND ELEMENTS


• Food is recognisable

• Authentic arrangements

• Natural light

• Food is prepared, ready to eat

• Food is not recognisable

• Staged arrangements

• Coloured, artificial light

• Food is unprepared

Target


MAY 2010

The brand tonality is a reflection of our core brand value and personality. The way we communicate, speak and look needs to follow these to create a consistent and holistic brand experience.

Real: It means integrity, authentic, true and credible.

Pure: It means natural, modest, reduced and peaceful.

Open: It means we adapt to new ideas and that we are approachable; we don’t limit ourselves.

Intelligent: It means we always challenge ourselves and the people around us to accomplish more. It means being thoughtful and insightful.

Premium: We don’t show off. We are beyond ordinary.

Engaging: It arouses conversations and curiosity.

02.07 Further understanding of brand tonalities

BRAND ELEMENTS


MAY 2010

Brand rules


MAY 2010

Fisher & Paykel logo Visual clear appearance and perfect reproduction of the logo are mandatory.

Protection area When placing the logo into an application, the protection area around it should be considered. Around the logo, the cap-height of the letter “F” marks the protection area.

Colours Only White (on dark backgrounds) or F&P Black (on bright backgrounds) is used for the Fisher & Paykel Logo. Under technical production restrictions, the logo may be used in black as well.

Backgrounds The Fisher & Paykel Logo may be placed on solid White and Black backgrounds. If photos provide calm and even areas, the logo may also be placed there.

03.01 Logo

BRAND RULES

Protection area

Logo in F&P Black Logo in White Logo on image


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Fisher & Paykel logo

Minimum Size To maintain the legibility of Fisher & Paykel Logo, a minimum size is set.

For business cards and any application at similar size, the logo should be no smaller than 30mm.

For other applications, the logo should not be smaller than 45mm.

Note! The proportions of the logo must not be changed. No other colours or effects might be applied to the logo. Backgrounds have to be neutral and calm, and provide enough contrast to the logo.

BRAND RULES

03.01 Logo

min. 30mm

Minimum logo size (e.g. business cards)

Do not change the proportion

DONT’S

Do not apply other colours or effects

Do not place the logo on visually complicated backgrounds

Size for applications in DL, A5 and A4 (e.g. envelope, letterhead, compliment card)

min. 45mm


MAY 2010

Fisher & Paykel logo

The Fisher & Paykel Logo must be vertically positioned in the center of the application.

The logo must be positioned with a distance equal to 3 times the “F” letter in the Fisher & Paykel Logo from either the top or the bottom of the application.

Examples

03.01 Logo

BRAND RULES

王雅楠

958号

28F, 58550信箱

200120

尊敬的小姐／先生：

Fisher&Paykel 1934

120

80 55%

18%

Fisher&Paykel 1934

120

80 55%

18%

Fisher&Paykel

1934

120

80 55%

有18%

此致

姓名

2009年00月00日

958号

28F, 58550信箱

200120

Fisher&Paykel Appliances Ltd 28F, huaneng union Tower, no.958 , east lujiazui road, 200120 Shanghai, Pr China

/ Tel + 86 · 21 · 305 155 25 / Fax + 86 · 21 · 233 330 35

www. � sherpaykel.asia

General positioning

Brochure cover Advertising Website LetterheadBusiness Card


MAY 2010

Fisher & Paykel Colours Our primary colours derive from the materials our products are made of. They fullfill with its strict reduction our luxurious visual approach.

Our secondary colours derive from production processes of our products: Aubergine (maroon) for the heat and energy, and White for the pure origin. Aubergine sets accents and can be used to highlight messages. White provides calm and confidence.

Fisher & Paykel extended colours For special applications, where an extended and more detailed colour spectrum is needed (e.g. infographics, online applications), specified shades of Dark Gray, Medium Gray, and Light Gray can be used.

BRAND RULES

03.02 Colours

F&P Black Dark Gray Medium Gray Light Gray Aubergine White

PRIMARY COLOURS SECONDARY COLOURS

Black Dark Gray Medium Gray Light Gray Aubergine White

Pantone 447 C 445 C Cool Gray 8 C Cool Gray 6 C 201 C -

CMYK 20 20 20 100 30 30 30 55 0 05 10 45 05 05 05 20 16 100 30 67 0 0 0 0

RGB 0 0 0 114 111 102 167 164 153 204 204 200 98 10 37 255 255 255

Hexadecimal # 000000 # 726F66 # A7A499 # C6C6C2 # 620A25 # FFFFFF

Extended Colours - 80% 80% 80% - -

- 60% 60% 60% - -

- 40% 40% 40% - -

- 20% 20% 20% - -


MAY 2010

Current work


MAY 2010

04.01 Brochures

CURRENT WORK

Title

Copy

1

Behind every product is a

story and that story starts

with you. Your kitchen is an

expression of who you are

and how you enjoy food

with others. Our passion is

creating better experiences

that put the joy of food

at the centre of your life.

Eat, share, live life—we’ll

take care of the details.

90cm Large Capacity Built-in Ovens

Large capacity 90cm cookware is designed for superior performance and to meet a demanding professional standard in terms of size, quality and craftsmanship.

1 InnovativeIlluminated halos surround the temperature and function knobs tell you if the oven is on and whether or not it has reached the selected temperature.

2 ConvenientSimply set to self-clean and the oven will take care of any grease or grime, reducing it to ash that’s easily wiped away with a damp cloth.

3 ErgonomicSmooth and balanced dial movement allows for easy and precise temperature adjustment.

4 IntuitiveIlluminated function icons, which disappear into the background when off, providing clear user control.

5 ResponsiveSpacious cavity designed to accommodate more than a regular oven, allowing both side-by-side and double layered cooking.

6 PreciseProfessional quality rotisserie roasts meat to healthy and succulent perfection.

7 Efficient A powerful grill gives you an even and fast result, locking in all the flavours and nutrients.

8 SafeFeatures cool touch doors that are made of 4 panes of glazed glass and its own cooling system to ensure it’s safe to touch.

16

Gas Cooktops

For chefs who prefer the conventional method of cooking, Fisher & Paykel have introduced a range of smart features that make cooking with gas easier, quicker and more convenient than ever before.

1 InnovativeAll Fisher & Paykel gas cooktops feature electronic ignition. It’s quick, reliable and safe.

2 ConvenientFisher & Paykel cooktops feature a wide range of burner sizes and power for everything from a slow simmer to a intense heat for steaks and stir-fries.

3 ResponsiveIndicator lights show which burners are in use, and alerts you if the gas shuts down (CG905DWAC only).

4 EfficientDurable heavy-duty cast iron trivets, hard wearing for a long life.

5 SafeIf the flame is accidentally extinguished, the gas automatically turns off.

21 28 Built-in Ovens

90cm Pyrolytic Built-in OvenOB90S9MEPX1, OB90S9MEPM1Stainless Steel or IridiumDesigner with Designer handle

60cm Double Built-in OvenOB60DDEX3, OB60DDEM3Stainless Steel or IridiumDesigner with Designer handle

Dimensions: H478 x W896 x D566 mm Dimensions: H1077 x W595 x D567 mm

Total capacity: 87 litres Shelf Positions: 4 Total capacity: 60 + 60 litres Shelf Positions: 6 per cavity

9 Oven functions: Bake, Fan Bake, Grill, Fan Forced, Fan Grill, Pastry Bake, Warm, Rotisserie, Pyrolytic self clean

7 Oven functions: Bake, Grill, Defrost, Fan Forced, Fan Grill, Warm, Fan Bake (both)

Performance: 4400W Grill Performance: 3000W Grill

Cleaning: Pyrolytic self clean, High acid resistant Graphite enamel interior, Removable shelf runners, Removable oven door, Removable inner door glass

Cleaning: High acid resistant Graphite enamel interior, Drop down grill element, Self cleaning catalytic liners (sides and rear), Removable shelf runners, Removable oven door

Safety: Cool touch quadruple glazed doors, Door and cavity cooling system, Non-tip shelves, Control panel key lock, Catalytic venting system

Safety: Cool touch triple glazed doors, Door and cavity cooling system, Non-tip shelves

Controls: Electronic clock, Automatic cooking/minute timer, 2 x Side lights, Electronic temperature control, Illuminated halo knobs,2 Halogen lights (sides)

Controls: Electronic clock, Automatic cooking/minute timer (top), Side and rear lights (both)

AMP Draw: 19.1A AMP Draw: 27A

Accessories: 1 Oven shelf, 1 Step down oven shelf, 1 Two piece anti-splatter grill system, 1 Brushed aluminium baking tray, 1 Rotisserie system

Accessories: 4 sets of Telescopic slide runners, 2 Oven shelves, 2 Step down oven shelves, 1 Two piece anti-splatter grill system, 2 Brushed aluminium baking trays, 2 Fat filters

478m

m

462m

m

467m

m

480m

m

415mm

544mm

22mm

566mm

896mm

853mm

860mm

900mm

550mm

Note: If installing a cooktop above the oven, ensure adequate clearance is providedfor the cooktop as per the cooktop manufacturer’s instructions.Overall depth of product excludes handle and knobs.All height measurements include mounted feet.

1077

mm

1082

mm

1057mm

1065

mm

450mm

435mm

550mm

22mm

545mm

22mm

556mm595mm

567mm

560mm600mm

16-20mm

2.5mm

DISCLAIMER: CONTACT YOUR LOCAL DISTRIBUTOR TO SEE IF THE PRODUCT IS AVAILABLE IN YOUR MARKET.

29

60cm Double Built-in OvenOB60B77DEX2, OB60B77DEM2Stainless Steel or IridiumDesigner with Designer handle

60cm Double Built-in OvenOB60B77CEX2, OB60B77CEW2Stainless Steel or WhiteClassic with Curved handle

Dimensions: H888 x W595 x D567 mm Dimensions: H888 x W595 x D567 mm

Total capacity: 60 + 43 litres Shelf Positions: 6 (bottom), 4 (top) Total capacity: 60 + 43 litres Shelf Positions: 6 (bottom), 4 (top)



Performance: 3000W Grill (bottom), 2700W Grill (top) Performance: 3000W Grill (bottom), 2700W Grill (top)

Cleaning: High acid resistant Graphite enamel interior, Drop down grill element (bottom), Self cleaning catalytic liners sides and rear (bottom), Removable shelf runners, Removable oven door

Cleaning: High acid resistant Graphite enamel interior, Drop down grill element (bottom), Self cleaning catalytic liners sides (bottom), Removable shelf runners, Removable oven door



Controls: Electronic clock, Automatic cooking/minute timer (bottom), Rear light (top), Side and rear lights (bottom)

Controls: Electronic clock, Automatic cooking/minute timer (bottom), Rear light (top), Side and rear lights (bottom)

AMP Draw: 25.4A AMP Draw: 25.4A

Accessories: 3 sets of Telescopic slide runners, 2 Oven shelves, 1 Step down oven shelf, 1 Two piece anti-splatter grill system, 1 Brushed aluminium baking tray, 1 Fat filter (bottom)

Accessories: 1 set of Telescopic slide runners (bottom), 2 Oven shelves, 1 Step down oven shelf, 1 Two piece anti-splatter grill system, 1 Brushed aluminium baking tray, 1 Fat filter (bottom)

888m

m

893m

m

874m

m

877m

m

435mm

261mm550mm

22mm

545mm

22mm

556mm595mm

567mm

560mm600mm

16-20mm

2.5mm

Overall depth of product excludes handle and knobs.

888m

m

893m

m

874m

m

877m

m

435mm

261mm550mm

22mm

545mm

22mm

556mm595mm

567mm

560mm600mm

16-20mm

2.5mm

Overall depth of product excludes handle and knobs.

DISCLAIMER: CONTACT YOUR LOCAL DISTRIBUTOR TO SEE IF THE PRODUCT IS AVAILABLE IN YOUR MARKET.

65

In any kitchen an even temperament as well as

temperature is essential. Technology that adjusts to

your needs is our focus. The Active Smart™ range

of refrigerators continually adjusts the flow of cold

air into your fridge and freezer by sensing daily use

and climatic conditions, ensuring that an optimum

temperature is always maintained to keep food fresh.

The CoolDrawer redefines refrigeration, providing

maximum flexibility in terms of installation and variable

temperature control at the touch of a button.

cool CoolDrawer

The world’s first multi temperature CoolDrawer can be set to freezer, chill, fridge, pantry or wine cooler mode, allowing you to change from fridge to freezer whenever you choose. The convenient drawer design provides flexibility of location, to optimise kitchen and entertainment spaces.

1 InnovativeMulti-temperature cool drawer is a world first in refrigeration technology.

2 ConvenientFive temperature settings can be tailored to the needs of your food.

3 ErgonomicEasy access at waist-height, with smooth running drawers.

4 IntuitiveEasy to use electronic interface can change the CoolDrawer temperature at the push of a button.

5 FlexibleComplements your existing refrigeration and enhances your kitchen design to suit your lifestyle.

6 PreciseHighly engineered finishing ensures a 4mm clearance between front panels as demanded by professional cabinet-makers.

66

Intuitive™ Clothes Dryer

Our Intuitive™ Clothes Dryer features clever innovations to get you out of the laundry and make life easier. The world’s largest top loading dryer features ten different Lifecycle options, and easy access with the latest in design trends.

1 InnovativeFeatures 10 pre-programmed Lifecycle options, including Allergy, Blankets and Crease Free. Regular reverse cycle tumbling prevents tangling and stretching.

2 ConvenientAn extra large 8.0kg dry load capacity matches our largest washer, so you can transfer a complete load at once – decreasing total laundry time.

3 ErgonomicBack-friendly top loader saves on bending. The well-designed wide opening allows easy access and a clear view of the interior.

4 IntuitiveAccurate moisture sensing ensures all items are evenly dried and prevents over drying, protecting expensive garments.

5 EfficientSafe, speedy cool-air drying saves time and energy while still protecting fabrics.

6 SafeHigh airflow speeds up drying while keeping the temperature lower to protect delicate items. The lint bucket can collect safely for up to 20 cycles.

7 Eco friendlySaves time and energy. Low vibration design produces very quiet operation.

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MAY 2010

CURRENT WORK

04.02 Website


MAY 2010

CURRENT WORK

04.03 Print Ads

Chill, Freeze, Store or Cool at the push of a button.

www.fisherpaykel.co.nz

Our experts at the Fisher & Paykel laboratory are always striving to invent better refrigerators that fit with your ever‑changing lifestyle. The most advanced refrigerator yet is a multi temperature fridge drawer called the CoolDrawer. It lets you cool, chill, freeze and even store at pantry temperature at the touch of a button. You can select just the right environment to match what you are storing, preserving nutrients and extending shelf life.

You can arrange CoolDrawer in any configuration to optimise your kitchen space placing refrigeration where you need it. Enjoy premium food storage and keep your food fresher for longer with variable temperature settings.

More great thinking from Fisher & Paykel.

Pyrolytic self–clean. So you can put all your energy into cooking.

www.fisherpaykel.co.nz

Extra large capacity, 8 cooking functions, including rotisserie and pyrolytic self‑clean. The new Fisher & Paykel 90cm oven is designed for simply perfect cooking.

More great thinking from Fisher & Paykel.


MAY 2010

CURRENT WORK

04.04 Showroom

F&p brand presentation

Business

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