Moments Brand Book

52

description

Brand book created as a university project in 2011. Involved an entire brand creation process: *Creation of the brand (which did not and does not exist) *Developing and designing all graphical elements and logotypes *Copywriting *Production in InDesign *Printing Copyright 2011 Maria Hjerppe & Elsa Bolling Landtblom

Transcript of Moments Brand Book

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Table of contents.Introduction� 1

Foundation� 3Mission� 4

Corporate�idea� 5

Core�values� 7

Brand�assets� 8

Target� 11Customer� 12

Voice� 18

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Profile� 21Essence� 22

Typography� 24

Concept�colors� 28

Logotype� 32

Photography� 34

Do´s�and�dont´s� 36

Copywriting� 38

Envelopes� 40

Stationery� 41

Products� 43Product�logotypes� 44

Product�elements� � � � � 46

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Life is not about the days that pass. It is about the moments you remember.“

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THE�PURPOSE�OF�THIS�MANUAL�IS�TO

•�Enhance�your�understanding�of�the�brand�essence�and�the�Moments�core�values•�Explain�the�Moments�personality•�Provide�guidelines�for�communication�and�advertising�relating�to�the�Moments�brand

Introduction.

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Foun

datio

n

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Mission.To�provide�fastidious�and�discerning�women�around�

the�globe�with�uniquely�stylish�ready-to-drink�cock-tail-style�beverages,�available�in�both�alcoholic�and�non-alcoholic�versions�in�order�to�suit�different�requirements,�demands,�and�lifestyles.�

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Around�the�world,�women�enjoy�taking�time�out�of�their�busy�lives�in�order�to�sit�down�for�a��drink�with�

their�friends.�However,�cocktails�and�long�drinks�are�often�difficult�to�prepare�at�home.�One�must�have�a�well-stocked�bar,�which�requires�money,�space,�and�strong�arms�for�hauling�bottles�home.�So�far�it�has�simply�been�easier�to�go�out�for�mixed�drinks,�rather�than�spending�an�evening�at�home.

Through�Moments,�we�wish�to�change�the�way�women�can�consume�cocktails�and�long�drinks.�No�matter�what�the�occasion,�high-quality�tasty�drinks�can�now�be�had�in�seconds...�in�front�of�the�fire,�at�the�garden�party,�or�the�during�the�bridal�shower.�It�is�simple,�really:�We�wish�to�make�our�customers’�days�a�little�easier,�so�that�they�may�spend�their�extra�time�celebrating�life.

Corporate idea.

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Community

More value-added

Reminiscence

Dreams

Belonging

Productidentification

Primary

Secondary

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Core values.Moments�provides�the�customer�with�an�added�sense�

of�belonging�to�a�community;�consuming�Moments�means�spending�time�with�your�friends.�Combined�with�the�time�and�effort�saved�by�purchasing�Moments,�the�customer�experiences�a�clear�sense�of�more�value-added�(MVA).��Last�but�not�least,�Moments�is�about�reminiscing�together�with�friends,�recalling�all�of�the�special�moments�experienced�throughout�the�course�of�life.�As�all�Moments�drinks�are�also�available�in�non-alcoholic�versions,�women�who�choose�not�to�drink�alcohol�can�still�feel�part�of�the��Moments�community.

Moments�is�also�for�those�who�dream�of�belonging�to�the�hip,�stylish�crowd.�The�customer�should�ideally�identify�with�the�product�and�feel�like�she�is�part�of�an�exclusive�group�while�consuming�Moments.�

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Brand assets.

Tasteful

Female Stylish

SassyModern

Fresh

Moments

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Friends

Lifestyle Memories

LuxuryParty

Relax

Moments

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Targ

et

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Customer.The�primary�target�group�is�women,�23-45�years�of�age,�

who�consume�alcoholic�beverages�in�the�company�of�their�female�friends.�The�typical�Moments�consumer�feels�a�strong�bond�with�her�friends,�and�they�socialize�on�a�regular�basis.�Moments�is�an�extra�member�of�this�group�of�friends,�as�the�ready-made�drink�is�a�mandatory�part�of�a�girls’�night�out.�Women�who�for�any�reason�choose�not�to�drink�alcoholic�beverages�can�still�be�part�of�the�Moments�community,�as�all�drinks�are�available�in�non-alcoholic�versions.

As�an�individual,�the�target�customer�is�a�lady�who�appreciates�a�little�bit�of�luxury�in�her�life.�She�keeps�herself�updated�on�styles�and�trends,�and�is�an�influential,�strong�character�in�her�group�of�friends.�Effortlessly,�she�creates�a�loving�ambiance�and�is�always�willing�to�contribute�to�the�making�of�memorable�moments.

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Our�secondary�target�group�is�women�who�may�not�have�a�group�of�friends�to�spend�their�free�time�with...��but�

they�wish�they�did.�These�women�identify�with�our�primary�target�group,�and�dream�of�a�life�similar�to�theirs.�Whilst�dreaming�of�this�utopian�lifestyle,�consuming�Moments��contributes�to�the�feeling�of�already�having�it.�

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Happiness is living in the moment.

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Voice.A�company�is�only�as�good�as�those�who�care�for�it.�Mo-

ments�employees�must�behave�with�courtesy�and�display�excellent�customer�care�skills.�When�a�customer�contacts�a�Moments�employee,�it�is�of�paramount�importance�that�the�first�impression�is�one�of�competence,�expedience,�warmth,�and�friendliness.�

Customer�queries�must�be�answered�within�24�hours�from�first�point�of�contact.�If�the�query�cannot�be�resolved�right�away,�it�is�imperative�that�the�customer�is�informed�that�they�will�receive�a�follow-up�reply�as�soon�as�possible.�It�is�the�responsibility�of�the�staff�member�who�originally�handled�to�matter�to�ensure�that�the�customer�receives�a�timely��response,�even�if�the�query�has�been�passed�on�to�another�staff�member.

Queries�must�be�handled�on�a�personal�and�individual�basis;�cut-and-paste�email�replies�are�not�allowed.

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Prof

ile

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Essence.Moments�aspires�to�be�part�of�a�better�quality�of�

life,�as�well�as�to�be�an�intrinsic�part�of�a�desirable�lifestyle.�Therefore,�we�encourage�use�of�photographic�and�graphic�elements�that�portray�Moments�as�being�part�of�a�whole.�Ideally,�Moments�will�be�seen�as�part�of�a�jigsaw�puzzle;�when�all�pieces�are�combined�the��picture�is�complete�and�pleasing�to�the�eye�and�heart.

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Three�typefaces�are�used�for�communicating�the�Moments�brand:�

Harry�Pro,�Calligraphic�810,�and�Palatino�Linotype.

Harry Pro�has�been�chosen�for�its�rounded,�feminine�shapes�and�airy�feel.�It�manages�to�feel�retro,�contemporary�and�futuristic�all�at�once,�emphasizing�the�timeless�qualities�of�cocktails�and�long�drinks.�

Harry�Pro�is�used�for�headlines�and�accents,�such�as�quotations.�Harry�Pro�is�also�used�to�communicate�the�individual drink names�in�combination�with�the�Moments�logotype�in�advertisements�and�on�bottle�labels.�The�only�three��acceptable�weights�are�Thin,�Plain�and�Fat.�Harry�Pro�may�never�be�used�in�running�text�or�forms.�As�Harry�Pro�is�not�websafe,�all�words�containing�this�typeface�must�be�turned�graphics�before�being�used�on�our�website.

Typography.

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AaABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ Harry Thinabcdefghijklmnopqrstuvwxyzåäö0123456789

AaABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ HarryPlainabcdefghijklmnopqrstuvwxyzåäö0123456789

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ Harry Fatabcdefghijklmnopqrstuvwxyzåäö 0123456789

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Calligraphic 810�has�been�carefully�chosen�to�complement�the�headline�typeface.�With�its�rounded,�flowing�letterforms�it�reflects�the�shapes�found�in�Harry�Pro,�while�still�retaining�excellent�legibility�and�classic�serif�features.�

Calligraphic�810�is�primarily�used�for�printed running text and�forms.�The�italic�weight�may�only�be�used�for�words�that�re-quire�special�emphasis.�

Palatino�is�used�solely�for�online communication,�such�as�on�our�website�and�in�emails,�where�it�may�be�impossible�and/or�impractical�to�use�Calligraphic�810.�Please�note�that�Palatino�is�only�to�be�used�as�a�substitute�for�Calligraphic�810�and�as�such�may�not�be�used�in�any�kind�of�printed�material,�nor�may�it�be�used�in�headlines.

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AaABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ� � � Calligraphic�810�BTabcdefghijklmnopqrstuvwxyzåäö0123456789

AaABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ Calligraphic 810 BT Italicabcdefghijklmnopqrstuvwxyzåäö0123456789

AaABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ Palatinoabcdefghijklmnopqrstuvwxyzåäö0123456789

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Concept colors.

Pantone�375CCMYK�57,�0,�100,�0RGB�146,�212,�0

Pantone�213CCMYK�0,�95,�27,�0RGB�226,�23,�118

Pantone�Yellow�CCMYK�0,�8,�98,�0RGB�254,�223,�0

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The�three�concept�colors�have�been�chosen�for�their�bright,�fresh,�and�positive�feel.�Pink,�yellow,�and�green�are�also�

recurring�colors�in�drinks�and�cocktails.�However,�it�must�be�noted�that�although�the�concept�colors�may�always�be�used�in�advertisements�and�other�graphic�material,�we�encourage�a�liberal�use�of�the�entire�color�spectrum.�In�order�to�create�a�cohesive�look�it�is�preferred�if�colors�are�sampled�from�the�imagery�used.�The�captions�in�this�manual�serve�as�excellent�examples;�their�colors�have�all�been�sampled�from�the��accompanying�photos.�

Please�note�that�sampled�colors�must�be�in�accordance�with�the�general�Moments�“feeling”.�More�information�can�be�found�in�the�Photography�section.

Black�and�white�are�also�within�in�the�color�panel,�and�may��be�used�freely.

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Logotype.There�are�no�strict�measurements�for�how�much�space�must�exist�

between�the�Moments�logotype�and�other�elements.�However,�we�recommend�that�the�following�graphics�be�used�as�guides.

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M.

As�a�decorative�effect,�the�single�“M”�logotype�below�may�be�scaled�up�so�that�it�is�only�partly�visible�(see�our�business�card).�It�may�also�be�used�as�is.

M.M.M.

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Photography.The�Moments�lifestyle�is�about�dreams,�emotions,�and�

being�part�of�a�community.�Moments�is�more�than�just�a�beverage;�it�is�an�entire�concept�that�embraces�the�innermost�desires�of�the�consumer.�Therefore,�the�Moments�bottle�does�not�need�to�appear�in�printed�advertising�as�long�as�the�name�is�clearly�written�out�and�visible,�and�as�long�as�the�photo-graphic�imagery�used�follow�the�below�guidelines:

Photographs�must�be�thoroughly�feminine�in�feel.�Colors�must�be�predominantly�light�and�airy�with�one�or�more�strong�color�accents�for�contrast.�

Photographs�of�drinks�and�cocktails�must�be�vibrant�in�color�and�correspond�well�with�the�Moments�concept�colors.�They�must�feel�refreshing�and�mouthwatering,�and�we�encourage�the�use�of�images�that�contain�a�splash�effect.�

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Photographs�containing�people�must�give�a�sense�of��belonging�to�a�community,�i.e.,�there�must�always�be�several�people�in�the�photo�unless�otherwise�specified�for�specific�campaign�purposes.�Men�should�preferably�not�be�included.�We�encourage�the�use�of�different�ethnicities.

The�viewer�is�to�feel�a�strong�desire�to�belong�to�the�group�of�people�portrayed;�to�belong�to�the�Moments�family.�The�context�must�be�realistic�and�attainable,�e.g.,�no�shots�from�the�red�carpet�at�the�Oscars.�We�encourage�documentary-style�photos�for�added�realism.

The�environment�must�be�contemporary�and�stylish,�but�not�excessively�“designed”�or�overly�luxurious.�Once�again,�think�attainable.�More�important�than�anything�else�is�the�feeling�of�comradeship,�love,�and�warmth.

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Do´s and dont´s.Do not�use�amateur-style�snapshots�with�poor�lighting�and�people�staring�directly�into�the�camera.

Do�use�professional,�colorful,�documentary-style�photographs.

Do not�use�anonymous,�generic�splash�images�with�dark�colors.

Do use�images�with�a�light�and�neutral�background�and�that�contain�a�cocktail�glass�and/or�fruit.

Do not�use�unfocused,�unattractive�drink�photographs�with�busy�back-grounds.

Do use�crisp�photographs�where�the�drink�is�the�only�focal�point.

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The�Moments�logotype�must�always�face�upwards,�never�downwards.�If�possible,�the�logotype�should�prefer-ably�be�placed�on�the�right-hand�side�of�the�page.

Tilting�at�different�angles�is�permitted,�but�the�elements�may�not�be�distorted�(i.e.�skewed�or�warped).�All�scaling�must�be�proportional.�Color�alterations�are�permitted,�but�we�do�not�allow�effects�such�as�drop�shadow,�glow,�et�cetera.

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Copywriting.The�official�Moments�tagline�is�“Just add Moments”,�but�

depending�upon�the�campaign�and/or�target�group,�other�taglines�may�be�used�in�order�to�suit�the�material�in�an�ultimate�fashion.�Slogans�and�taglines�should�be�witty�and�carry�a�double�entendre,�but�the�copywriter�should�be�careful�not�to�write�copy�that�could�be�seen�as�offensive.�The�target�group�must�be�taken�into�consideration�at�all�times.�All�copy�must�be�approved�by�the�head�office�pre-release.

Copy�for�specific�drink�descriptions�should�provoke�feelings�and�memories.�Depending�on�the�drink,�the�copy�may�be�upbeat,�relaxed,�flirtatious,�et�cetera.�The�customer�should�lose�themselves�in�the�moment�for�a�second�or�two�while�reading�the�description.�We�encourage�the�use�of�alliteration�in�drink�descriptions.

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“Daiquiri�Moments�is�colorful�

and�cool,�sweet�and�sassy,�fab-

ulous�and�free-spirited.�Infused�

with�Cantouloupe�melon,�

white�rum,�and�Midori�liqueur,�

it�is�no�wonder�this�refresh-

ing�cocktail�is�a�favorite�when�

friends�get�together�for�high�

jinx�and�monkey�business.”

Just add Moments.

“Flirtini�Moments�is�a�delight-

fully�delicious�drink,�bringing�

together�the�fabulous�flavours�of�

raspberry,�pineapple,�cranberry,�

lime,�and�a�dash�of�champagne.�

Bubbly,�sparkly,�and�happy.�In�

other�words,�just�like�you�and�

your�friends.”

Momentsandlifetimes.

Moments of joy.

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Envelopes.

Back

Front

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Elsa B. Landtblom • Drottninggatan 4, 117 32 Stockholm

[email protected] • 08/744 56 67 • 076/18 88 220

M. Drottninggatan 4, 117 32 Sthlm • [email protected]

08/744 56 67 • 076/18 88 220

Elsa B. LandtblomM.M.M.M.Drottninggatan 4, 117 32 Sthlm • [email protected] 4, 117 32 Sthlm • [email protected]

08/744 56 67 • 076/18 88 220M.08/744 56 67 • 076/18 88 220M.M.M.M.M.M.M.Elsa B. LandtblomM.Elsa B. Landtblom

Stationery.

Businesscard

Letterhead

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Prod

ucts

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Product logotypes.daiQuiri

cosmo

flirtini

summer

daiQuiri

cosmo

flirtini

summer

The�individual�drink��logotypes�may�not�be��altered�except�for��proportional�scaling.��

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Logotype elements.The�Moments�drink�logo-

type�line�elements�may�be�used�independently�of�the�drink�names�to�which�they�are�connected,�as�well�as�of�the�Moments�logotype.�Your�imagination�is�your�limit;�the�elements�may�be�used�as�decorative�accents�or�as�connectors�between�text�and�image�(see�pp.�16-17).�The�elements�may�be�shown�in�whole�or�in�part.

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Just add Moments.

Elsa�Bolling�Landtblom�&�Mariah�Hjerppe�©�2011