tchibo international brand manual cee_see_december2007
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TCHIBO INTERNATIONAL BRAND MANUAL
CEE / SEE
Introduction
Introduction
As an international company with an unparalleled brand history
and a broad range of products, it is of the utmost importance that
all brand communications are in line with Tchibo’s corporate iden-
tity. This comprehensive brand manual, to be used in Central Eas-
tern Europe (CEE) as well as South Eastern Europe (SEE), serves
as a highly useful instrument to facilitate the process of finding
answers to all your questions concerning the brand’s appearance.
A thorough use of this brand manual is not only practical and
convenient – it will make Tchibo’s communication even more
efficient, internationally coherent, and hence, more successful.
It is important to note, however, that at the time of the publi-
shing of this manual, a few key issues e.g. the Tchibo claim,
have yet to be finalised. Therefore minor changes and further
guidelines should be anticipated in the future. All queries should
be directed to either the Tchibo Central Marketing Food Team or
the lead agency, as indicated in the flow chart in chapter IV.1.
I. Brand and portfolio positioning
I.1 Brand positioning
I.2 Portfolio positioning
II. Communication framework
II.1 The Tchibo logo
II.2 The Tchibo claim (work in progress)
II.3 Colours
II.4 The coffee and espresso surface
III. Sub-brand specifications
III.1 Tchibo Family
III.2 Tchibo Gold Selection
III.3 Tchibo Exclusive
III.4 Tchibo Exclusive Origins
III.5 Tchibo Espresso
IV. Communication process
IV.1 Project communication flow
IV.2 Contact
Contents
Contents
I. BRAND AND pORTFOLIO pOSITIONINg
I.1 Brand positioning
I.2 Portfolio positioning
I.1 BRAND pOSITIONINg
In a highly competitive market, it’s necessary to have a unique positioning.
I.1.1 Brand positioning
I.1.2 Brand positioning moods
I.1 Brand positioning
I.1.1 Brand positioning
The Tchibo Food brand positioning expresses what Tchibo coffee
as an umbrella brand is essentially all about: a very complex
brand with a manifold range of sub-brands. Therefore, it is very
important to have a common strategic denominator structuring
all sub-brands and providing the basis for every single sub-brand
positioning. The common strategic denominator consists of three
parts forming the positioning: proposition, differentiator and rea-
son why.
TCHIBO FOOD pROpOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD REASON WHy:
pROpOSITION: What does Tchibo offer to the consumer?
DIFFERENTIATOR: What makes Tchibo‘s offer really unique?
REASON WHy: What is the proof that makes Tchibo‘s claim
and benefit credible?
I.1.1 Brand positioning
TCHIBO FOOD BRAND pOSITIONINg
TCHIBO FOOD pROpOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD REASON WHy:
I.1 Brand positioning
I.2 Brand positioning
I.1.2 Brand positioning moods
TCHIBO FOOD pROpOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD BRAND POSITIONING
TCHIBO FOOD PROPOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD DIFFeReNTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD ReASON WHy:
TCHIBO FOOD pROpOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
TCHIBO FOOD BRAND POSITIONING
TCHIBO FOOD PROPOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD DIFFeReNTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD ReASON WHy:
TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
I.2 Brand positioning
I.1.2 Brand positioning moods
TCHIBO FOOD BRAND POSITIONING
TCHIBO FOOD PROPOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
TCHIBO FOOD DIFFeReNTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD ReASON WHy:
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD REASON WHy:
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD REASON WHy:
I.2 Brand positioning
I.1.2 Brand positioning moods
I.2 pORTFOLIO pOSITIONINg
A perfect portfolio is a blend of variety and uniqueness.
I.2.1 Brand grid
I.2.2 Tchibo Family
I.2.3 Tchibo Gold Selection
I.2.4 Tchibo Exclusive
I.2.5 Tchibo Exclusive Origins
I.2.6 Tchibo Espresso
Tchibo’s product portfolio embraces a variety of sub-brands. In or-
der to create a portfolio that is in line with the umbrella brand, all
sub-brand positionings are clearly rooted in the brand positioning.
The portfolio positioning defines each sub-brand – Family, Gold
Selection, Exclusive and Exclusive Origins – in terms of their
brand-related reason why and proposition.
Please see the chart on the following page.
I.2.1 Brand grid
I.2 Portfolio positioning
I.2.1 Brand grid
I.2 Portfolio positioning
Pro
po
siti
on
Upgrading our pleasant family
occasions.
Brightening our little daily coffee
moments.
Perfect coffee enjoyment
enhancing my mood.
Exquisite and fascinating coffee experience inspi-ring my senses.
TCHIBO FOOD pROpOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.
Differ
entiat
or TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Rea
son
Why
Ultimate selec-tion of the world’s
finest single origins lending this 100% Arabica coffee its
authentic character.
Selection of the freshest coffee beans.
Golden selection of the best beans
from leading growing regions.
Superior selection of best beans from the best growing regions in South
America.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
TCHIBO FOOD REASON WHy:
I.2.2 Tchibo Family
Role within the portfolio:
Tchibo Family is the established mainstream brand and volume driver
within the Tchibo portfolio.
Creative platform: “It’s time for Family.”
The creative platform for all Tchibo Family communications is "It’s time
for Family". This creative platform does not have to appear word for
word in all brand communications, but it is the springboard for all crea-
tive work and the end message that the consumer should take out.
Tonality:
The most important values our Family communication should convey is
positivity, good family relationships, happiness as well as versatility
and flexibility.
I.2 Portfolio positioning
Pro
po
siti
on
Upgrading our pleasant family
occasions.
Brightening our little daily coffee
moments.
Perfect coffee enjoyment
enhancing my mood.
Exquisite and fascinating coffee experience inspi-ring my senses.
Tchibo Food ProPosiTion:Tchibo coffee enjoyment is my uplifting source of inspiration.
diff
eren
tiat
or Tchibo Food diFFerenTiaTor:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Rea
son
Why
Ultimate selec-tion of the world’s
finest single origins lending this 100% Arabica coffee its
authentic character.
Selection of the freshest coffee beans.
Golden selection of the best beans
from leading growing regions.
Superior selection of best beans from the best growing regions in South
America.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
Tchibo Food reason Why:
Upgrading our pleasant family
occasions.
Selection of the freshest coffee beans.
I.2.3 Tchibo gold Selection
I.2 Portfolio positioning
Role within the portfolio:
Tchibo Gold Selection is the cheap freeze-dried and correspondingly
vacuum-packed offer, ranging from slightly above market average.
Creative platform: “My daily gold.”
The creative platform for all Tchibo Gold communications is "My daily
Gold". This creative platform does not have to appear word for word in
all brand communications, but it is the springboard for all creative work
and the end message that the consumer should take out.
Tonality:
Tchibo Gold Selection stands for a golden standard in everyday life and
communicates a general zest of life. Please note: it is important to en-
sure that Gold Selection is perceived as the quality level below Exclusi-
ve and Exclusive Origins.
Pro
po
siti
on
Upgrading our pleasant family
occasions.
Brightening our little daily coffee
moments.
Perfect coffee enjoyment
enhancing my mood.
Exquisite and fascinating coffee experience inspi-ring my senses.
Tchibo Food ProPosiTion:Tchibo coffee enjoyment is my uplifting source of inspiration.
diff
eren
tiat
or Tchibo Food diFFerenTiaTor:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Rea
son
Why
Ultimate selec-tion of the world’s
finest single origins lending this 100% Arabica coffee its
authentic character.
Selection of the freshest coffee beans.
Golden selection of the best beans
from leading growing regions.
Superior selection of best beans from the best growing regions in South
America.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
Tchibo Food reason Why:
Brightening our little daily coffee
moments.
Golden selection of the best beans
from leading growing regions.
I.2.4 Tchibo Exclusive
I.2 Portfolio positioning
Role within the portfolio:
The premium coffee Tchibo Exclusive is the communication flagship
within the Tchibo portfolio. Embodying all quality attributes, it plays the
role of an ambassador for the coffee brand Tchibo.
Creative platform: “Simply mood enhancing.”
The creative platform for all Tchibo Exclusive communications is "Sim-
ply mood enhancing". This creative platform does not have to appear
word for word in all brand communications, but it is the springboard
for all creative work and the end message that the consumer should
take out.
Tonality:
The tonality of Tchibo Exclusive should communicate highest quality,
exclusivity, positivity in the country of consumption and the cheerful
spirit of South America, the coffee’s country of origin.
Pro
po
siti
on
Upgrading our pleasant family
occasions.
Brightening our little daily coffee
moments.
Perfect coffee enjoyment
enhancing my mood.
Exquisite and fascinating coffee experience inspi-ring my senses.
Tchibo Food ProPosiTion:Tchibo coffee enjoyment is my uplifting source of inspiration.
diff
eren
tiat
or Tchibo Food diFFerenTiaTor:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Rea
son
Why
Ultimate selec-tion of the world’s
finest single origins lending this 100% Arabica coffee its
authentic character.
Selection of the freshest coffee beans.
Golden selection of the best beans
from leading growing regions.
Superior selection of best beans from the best growing regions in South
America.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
Tchibo Food reason Why:
Perfect coffee enjoyment
enhancing my mood.
Superior selection of best beans from the best growing regions in South
America.
Role within the portfolio:
Tchibo Exclusive is the high-end single origin coffee product repre-
senting Tchibo’s high demands on ultimate selection, quality and taste.
Creative platform: “Fascinating coffee experience.”
The creative platform for all Tchibo Exclusive Origins communications is
"Fascinating coffee experience". This creative platform doesn't have to
appear word for word but is the end message that the consumer should
take out.
"100% Arabica" must appear in every brand communication.
Tonality:
Every brand communication for Tchibo Exclusive Origins must convey
the fascination of the respective countries of origin. The tonality repre-
sents the incomparable coffee experience, highest quality, expertise,
passion and perfect enjoyment. The overall impression of the tonality
must awaken curiosity for the various Tchibo Exclusive Origins coffees.
I.2.5 Tchibo Exclusive Origins
I.2 Portfolio positioning
Pro
po
siti
on
Upgrading our pleasant family
occasions.
Brightening our little daily coffee
moments.
Perfect coffee enjoyment
enhancing my mood.
Exquisite and fascinating coffee experience inspi-ring my senses.
Tchibo Food ProPosiTion:Tchibo coffee enjoyment is my uplifting source of inspiration.
diff
eren
tiat
or Tchibo Food diFFerenTiaTor:Only Tchibo coffee reveals to me all the spirit and
positive energy of the country of origin.
Rea
son
Why
Ultimate selec-tion of the world’s
finest single origins lending this 100% Arabica coffee its
authentic character.
Selection of the freshest coffee beans.
Golden selection of the best beans
from leading growing regions.
Superior selection of best beans from the best growing regions in South
America.
Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.
Tchibo Food reason Why:
Exquisite and fascinating coffee experience inspi-ring my senses.
Ultimate selec-tion of the world’s
finest single origins lending this 100% Arabica coffee its
authentic character.
I.2.6 Tchibo Espresso
I.2 Portfolio positioning
Role within the portfolio:
Tchibo Espresso is another strong pillar in Tchibo’s premium portfolio
and exhibits Tchibo’s expertise in espresso and espresso specialties.
Creative platform: “A passion for life.”
The creative platform for all Tchibo Espresso communications is "A pas-
sion for life". This creative platform does not have to appear word for
word in all brand communications, but it is the springboard for all crea-
tive work and the end message that the consumer should take out.
Tonality:
Tchibo Espresso embodies premium espresso culture at its best, it is
passionate, modern and very free-thinking.
II. COMMUNICATION FRAMEWORK
II.1 The Tchibo logo
II.2 The Tchibo claim (work in progress)
II.3 Colours
II.4 The coffee and the
espresso surface
II.1 THE TCHIBO LOgO
A logo to a brand is like a signature to a person.
II.1.1 Introduction to the Tchibo logo
II.1.2 The Tchibo master logo
II.1.3 General rules on using the Tchibo logo
II.1.4 Exclusion zone
II.1.5 Minimum size
II.1.6 All Tchibo logo variants
II.1.7 The Tchibo logo background colour
II.1.8 The Tchibo logo in body copy or headlines
II.1.9 Placement of the Tchibo logo in print
II.1.10 The Tchibo logo for TV (work in progress)
II.1.11 Promotional tag-ons (work in progress)
A logo is the brand’s philosophy expressed without words.
A logo is the key to the brand’s recognition – there is a direct link
between the logo and the brand.
A logo is a promise for the brand’s ultimate quality – people rely
on it.
A logo is the representative of the brand – a consistently correct ap-
pearance gives the representative a strong and credible personality.
II.1 The Tchibo Logo
II.1.1 Introduction to the Tchibo logo
This is the Tchibo logo.
The Tchibo logo is a trademark composed of the symbol of the
golden Tchibo bean always placed above the golden logo type on
a Tchibo blue background. The colour gold symbolises the quality
of the choicest coffee beans, the exclusivity and the desirability
of Tchibo coffee. The symbol of the steaming golden Tchibo bean
serves as a visual synonym for guaranteed freshness and the
exceptional aroma of Tchibo coffee. The master logo serves as the
basis for all further logo variations.
II.1.3 general rules for using the Tchibo logo
The proportion and positioning of the Tchibo bean to the Tchibo
logotype are fixed and cannot be altered.
The Tchibo bean always appears above the logotype. The logo must
always be on a Tchibo blue background. However, care should be
taken to ensure there is enough blue background around the logo so
that it does not appear boxed in (see also 1.4 Exclusion zone).
If only a limited blue space for the logo is available, the logo should
be placed within a blue square as shown above (please see 1.10
Placement of the logo in print).
The logo must always appear horizontally, never vertically or at an
angle. It must never be distorted, extended or modified in any way.
The logo must always be complete, i.e. it must never be bled or cut
off.
The Tchibo logo must never be overshadowed or used in colours
different to the ones specified in this manual.
The Tchibo logo must be clearly visible on all communication.
The following rule always applies: NEVER TOUCH THE LOgO.
The modulated Tchibo logo on a blue background
II.1 The Tchibo Logo
II.1.2 The Tchibo master logo
To ensure that the brand logo never looks cramped or boxed in,
there is an exclusion zone around the logo. Nothing must interfere
with the logo in this defined space.
The image on the left illustrates this.
II.1.5 Minimum size
The minimum width of the Tchibo lettering is 12 x 12mm.
The size of the background area varies according to the individual
advertising material. However, the logo exclusion is still mandatory.
The logo always appears on a Tchibo blue background. If the com-
munication does not have a Tchibo blue background, the Tchibo blue
square must be used.
Minimum width: 12mm
II.1 The Tchibo Logo
x
x
x
x
x xx
x
12mm
II.1.4 Exclusion zone
II.1.6 All Tchibo logo variants
Modulated 4c logo
The modulated black and white logo
II.1 The Tchibo Logo
Modulated 4c logo
This is the main master logo for the brand Tchibo which should
always be used. The gold colour of the Tchibo logo is achieved by a
colour gradation printed in 4c (yellow-gold with a metallic effect).
This 4c logo exists in large (MT_l4c.eps), medium (MT_m4c.eps)
and small (MT_s4c.eps).
The following logo variants can be used as exceptions:
Modulated black and white logo
The modulated black and white logo is meant for printed materials in
black and white in which the logo appears on a dark background.
This logo exists in large (MT_Ib.eps), medium (MT_mb.eps) and small
(MT_sb.eps).
Metallic gold pantone 873
In special cases when printing in 4c is not possible, e.g. on china,
the logo may be generated using metallic gold. It must be ensured
that the special colour used is PMS: 873.
In this manual, the special colour metallic gold cannot be illustrated
as this version is only printed in 4c!
The full-tone logo
II.1 The Tchibo Logo
The full-colour logo
Should the usage of the modulated 4c logo be impossible, e.g. for
technical reasons or for specific outdoor displays, the full-colour
logo must be used. Tchibo yellow is the colour of the Tchibo full-
colour logo. Logo and writing are printed in Tchibo yellow and the
full-colour logo always appears on a Tchibo blue background.
Tchibo yellow:
Pantone: 121 c, m, u
Euroscale: C: 0% M: 15% Y: 100% K: 0%
HKS: HKS 4
RAL: 1021
This 4c logo exists in large (FT_I4c.eps) and small (FT_s4c.eps).
II.1.7 The Tchibo logo background colour
Tchibo blueThe logo bean and typeface are available as a Photoshop file
II.1 The Tchibo Logo
The modulated logo is a 4c composition (Photoshop file). In special
cases when printing in 4c is not possible, e.g. on textile or china, the
logo may be generated using special colours, providing the result
corre sponds to the binding modulated 4c logo. In 4c printing, the
aim is to match the Pantone colour.
The Euroscale values can serve as guidelines for this but may need
to be varied according to the medium produced.
As exceptions the yellow full-tone logo or the metallic gold logo can
be used (see II.1.6).
The logo background colour is the Tchibo blue:
Pantone: 2757 c, m, u
Euroscale: C: 100% M: 75% Y: 0% K: 45%
RAL: 5013
II.1.8 The Tchibo logo in body copy or headlines
II.1 The Tchibo Logo
In any copy or headline, "Tchibo" should always be written as a
word and never take the form of the logo. Tchibo is always written in
upper and lower-case letters and is never hyphenated.
Example: Tchibo means passion for coffee
Tchibo and an associated product name are always printed on the
same line and never appear separated.
Example: A Tchibo coffee set
The names of the coffee variants are never hyphenated.
Example: Tchibo Exclusive
Composite terms made up of Tchibo, the name of a coffee variant or
product and a third component are never hyphenated.
Example: Tchibo Exclusive pack
II.1.9 placement of the Tchibo logo in print
B: The blue bar
II.1 The Tchibo Logo
The logo is always positioned on the Tchibo blue background in all
above-the-line and below-the-line communications for Tchibo.
There are two ways of placing the logo:
The Tchibo logo can be placed on a Tchibo blue square in plain colour,
as seen in illustration A.
It can be positioned on the blue bar, as seen in illustration B.
Please see details on the following two pages.
A: The blue square
II.1 The Tchibo Logo
E: The logo on this POS wobbler is centred
F: This is how to determine the correct distance of the blue square from the side of the layout
{3x
x
C: The Tchibo logo on a blue square at top of layout
The blue square:
The blue square can be placed flush on the bottom or top of the lay-
out as in illustration C and D, but never on the sides. If possible, the
logo should be either left or right-aligned at the specified distance
from the side, as seen in illustration F. If the format does not allow
this, the logo can then be placed in the middle along the top or
bottom edge e.g. in illustration E.
The exclusion zone around the logo is mandatory at all times.
D: The Tchibo logo on a blue square at bottom of layout
II.1 The Tchibo Logo
The blue bar:
The blue bar creates a visual frame facilitating the recognition of
the brand Tchibo. In addition to that, it provides a holding form and
background for the Tchibo logo and/or copy.
The blue bar is always placed at the bottom of the format. The
height of the blue bar in illustration G is a tenth of the height of
the format. The size of the bar can be varied slightly, depending on
the advertising medium, the format and whether, for example, the
bar needs to include space for body copy and the packshot as in
illustration H.
Please make sure that the size of the bar is always large enough to
hold the minimum size of the logo and its exclusion zone (see II.1.4
and II.1.5).
The blue bar must always be in plain Tchibo blue.
G: The Tchibo logo on the blue bar
H: The Tchibo logo on the blue bar with body copy and packshot
Enjoy the South American lust for life with every cup of Tchibo Exclusive.Created with natural freshness, only the best beans and the good mood of its origin, Tchibo Exclusive offers you perfect coffee enjoyment.
II.1.10 The Tchibo logo for TV
Work in progress
II.1 The Tchibo Logo
II.1 The Tchibo Logo
II.1.11 promotional tag-ons
Work in progress
II.2 THE TCHIBO CLAIM (work in progress)
The choice of the appearance should always perfectly match the occasion.
II.2 The Tchibo claim
II.2 The Tchibo claim
Work in progress
II.3 COLOURS
The world’s oldest language is colour.
II.3.1 General colours
II.3.2 Background colours
II.3.3 Typography colours
II.3.1 general colours
II.3 Colours
This is an overview of all Tchibo colours.
There are strict regulations defining when and for what purpose
each colour is used. There are colours for typography and for back-
grounds.
All Pantone Matching System (PMS) colours mentioned in this chapter
are the only colours to be used for Tchibo. If printing is to be in four
colours only, the aim must be to come as close as possible to the
PMS colours. The Euroscale values stated are consequently only an
approximation and can vary depending on the printing material.
There are no variations or exceptions to the colours defined here
as the Tchibo colour coding is a major part of the Tchibo CI and the
brand’s visual communication.
II.3.2 Background colours
Background colour PMS 2757 c, m, u, plain and textured
Background colour PMS 469c, plain and textured
Background colour PMS 7407c, plain and textured
II.3 Colours
These are the background colours to be used for all ATL and BTL
communication. Any background surface visualised within Tchibo’s
communication needs to be designed using the colours defined here.
Monochromatic, plain background surfaces should be avoided in or-
der to enhance the exclusivity of the brand. Organic textures as part
of the background ensure a more interesting and vivid appearance.
The dominant background colour must be one of the three shown
below. The textured backgrounds should never look artificial.
Pantone: 2757 c, m, u
Euroscale: C: 100% M: 75% Y: 0% K: 45%
RAL: 5013
Pantone: 469c
Euroscale: C: 0% M: 70% Y: 90% K: 76%
HKS: HKS 77K
RAL: 8011
Pantone: 7407c
Euroscale: C: 0% M: 32% Y: 79% K: 16%
HKS: HKS 71K
RAL: 1006
II.3.3 Typography colours
PMS 123c
PMS 141c
PMS 2757 c, m, u
PMS 469c
II.3 Colours
These are the colours available for all ATL and BTL typography,
both for headlines and body copy.
White as a typography colour can also be used.
Please ensure that all colours used harmonise with the overall image
and composition of typography and background in all communications.
No more than two typography colours can be used together in order
to obtain a clean and premium look.
Please make sure that all copy is legible at all times.
Pantone: 123c
Euroscale: C: 0% M: 22% Y: 90% K: 0%
HKS: HKS 4K
RAL: 1003
Pantone: 141c
Euroscale: C: 0% M: 18% Y: 76% K: 0%
HKS: HKS 1K
Pantone: 2757 c, m, u
Euroscale: C: 100% M: 75% Y: 0% K: 45%
RAL: 5013
Pantone: 469c
Euroscale: C: 0% M: 70% Y: 90% K: 76%
HKS: HKS 77K
RAL: 8011
II.4 THE COFFEE AND ESpRESSO SURFACE
A fresh, hot and steaming cup of coffee — a true source of inspiration.
II.4.1 The coffee surface
II.4.2 The espresso surface
II.4.1 The coffee surface
The ideal coffee surface
II.4 The coffee and espresso surface
The coffee surface should look as appealing and appetising as pos-
sible. It is necessary to pay special attention to the depiction of the
coffee as it is what the brand is all about.
The reference motif beside shows the characteristics of the perfect
coffee surface.
Its colour should be dark brown. There are always small coffee
bubbles on the coffee surface. These foamy bubbles are of a light
brown colour and should only be very fine and delicate, not covering
too much of the coffee’s surface.
To further increase the appeal of the coffee, delicious steam should
always rise from the Tchibo cup. The steam needs to look authentic
and appetising, never artificial.
The overall impression of the product must be natural and appealing.
II.4.2 The espresso surface
The perfect espresso surface (crema) shows a slight swirl of appeti-
sing, golden creamy foam.
The ideal espresso surface
Please note: The perfect coffee surface can be ordered
from the lead agency and added to the final image during
retouching (please see contact details at back of manual).
Please note: The perfect espresso surface can be ordered
from the lead agency and added to the final image during
retouching (please see contact details at back of manual).
III. SUB-BRAND SpECIFICATIONS
III.1 Tchibo Family
III.2 Tchibo Gold Selection
III.3 Tchibo Exclusive
III.4 Tchibo Exclusive Origins
III.5 Tchibo Espresso
III.1 TCHIBO FAMILy
The mainstream offer.
III.1.1 Sample print ad
III.1.2 Typefaces
III.1.1 Sample print ad
III.1 Tchibo Family
Find out and try the new Tchibo Family variants: the full-bodied “Intense”, the delicate “Mild” and the well-balanced “Classic”.
Which Family type are you?Headline in Interstate Bold Condensed
The blue bar with plain background
The modulated Tchibo logo
The body copy in Interstate Regular Condensed
The packshot is prominently shown
Latin fonts: Interstate Bold CondensedFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F g H I J K L M N O p Q R S T U V W X y Z
The quick brown fox jumps over the lazy dog.
Interstate Regular CondensedFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
Cyrillic fonts:
Officina Sans CyrillicThere is no Cyrillic alphabet for Interstate. Officina Sans should
be used as a substitute. For headlines, body copy, sentences and
capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я
Съешь же ещё этих мягких французских булочек да выпей чаю.
III.1.2 Typefaces
III.1 Tchibo Family
III.2 TCHIBO gOLD SELECTION
The tactical support.
III.2.1 Sample print ad
III.2.2 Typefaces
III.2.1 Sample print ad*
III.2 Tchibo Gold Selection
Only the finest beans from the world’s leading growing regions are used to create this superior, aromatic blend. Indulge in a cup and let the distinctive, full-bodied flavour of Tchibo Gold Selection brighten your day.
*This is a fictional ad to illustrate a possible communication and not available as a key visual.
Headline in Interstate Bold Condensed
The blue bar with plain background
The modulated Tchibo logo
The body copy in Interstate Regular Condensed
The packshot is prominently shown
III.2.2 Typefaces
III.2 Tchibo Gold Selection
Latin fonts:
Interstate Bold CondensedFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F g H I J K L M N O p Q R S T U V W X y Z
The quick brown fox jumps over the lazy dog.
Interstate Regular CondensedFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o pq r s t u v w x y zA B C D E F G H I J K L M N O PQ R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
Cyrillic fonts:
Officina Sans CyrillicThere is no Cyrillic alphabet for Interstate. Officina Sans should be
used as a substitute. For headlines and body copy, both in sentence
case and in capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я
Съешь же ещё этих мягких французских булочек да выпей чаю.
III.3 TCHIBO EXCLUSIVE
The flagship.
III.3.1 Sample print ad
III.3.2 Typefaces
Enjoy the South American lust for life with every cup of Tchibo Exclusive. Created with natural freshness, only the best beans and the good mood of its origin, Tchibo Exclusive offers you perfect coffee enjoyment.
III.3.1 Sample print ad
Headline in Tchibo Exclusive Bold
The blue bar with plain background
The packshot is prominently shown
The modulated Tchibo logo
The body copy in Tchibo Exclusive Regular
III.3 Tchibo Exclusive
Simply mood enhancing.Simply mood enhancing.
III.3 Tchibo Exclusive
A new, trademarked corporate font has been designed specifically
for Tchibo Exclusive.
Latin fonts:
Tchibo Exclusive BoldFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
Tchibo Exclusive RegularFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
III. 3.2 Typefaces
Authorised persons can order the Tchibo Exclusive font from
Elsner+Flake (see IV.2). The font is available in the following four
formats: Macintosh PostScript, Windows PC TrueType, OpenType
Std., OpenType ML (Roman, Turkish, central European and Cyrillic).
A licensing fee of 35 EUR is required per font format ordered.
Please note: When using Tchibo Exclusive Regular, a tracking of
+10 should be used when the font size is 9 - 12pt and +12 when it
is 6 - 8pt. Minor adjustments are permitted should it be required
due to the colours used, the resolution or the type of printing.
Cyrillic fonts:
Tchibo Exclusive Bold Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body
copy, both in sentence case and in capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э Ю я
съешь же ещё этих мягких французских булочек да выпей чаю.
Tchibo Exclusive Regular Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body
copy, both in sentence case and in capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э Ю я
съешь же ещё этих мягких французских булочек да выпей чаю.
III.3 Tchibo Exclusive
Authorised persons can order the Tchibo Exclusive font from
Elsner+Flake (see IV.2). The font is available in the following four
formats: Macintosh PostScript, Windows PC TrueType, OpenType
Std., OpenType ML (Roman, Turkish, central European and Cyrillic).
A licensing fee of 35 EUR is required per font format ordered.
Please note: When using Tchibo Exclusive Regular, a tracking of
+10 should be used when the font size is 9 - 12pt and +12 when it
is 6 - 8pt. Minor adjustments are permitted should it be required
due to the colours used, the resolution or the type of printing.
III.4 TCHIBO EXCLUSIVE ORIgINS
The fascinating character.
III.4.1 Sample print ad
III.4.2 Typefaces
III.4.1 Sample print ad*
III.4 Tchibo Exclusive Origins
Tchibo Exclusive Origins brings you the finest single origin coffees from the world’s most acclaimed coffee growing countries. Explore new, exotic worlds of taste and aroma when you indulge in an inspiring cup of full-bodied Brazil Mild or gentle Guatemala Medium.
A world of inspiration.Headline in Tchibo Exclusive Bold
The ideal coffee surface
The Tchibo blue cup with the golden logo bean on the front
The packshot is prominently shown
The Tchibo logo in blue square
The body copy in Tchibo Exclusive Bold
*Please note that a new master key visual will soon be available.
III.4 Tchibo Exclusive Origins
III.4.2 Typefaces
A new, trademarked corporate font has been designed specifically
for Tchibo Exclusive.
Latin fonts:
Tchibo Exclusive BoldFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
Tchibo Exclusive RegularFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
Authorised persons can order the Tchibo Exclusive font from
Elsner+Flake (see IV.2). The font is available in the following four
formats: Macintosh PostScript, Windows PC TrueType, OpenType
Std., OpenType ML (Roman, Turkish, central European and Cyrillic).
A licensing fee of 35 EUR is required per font format ordered.
Please note: When using Tchibo Exclusive Regular, a tracking of
+10 should be used when the font size is 9 - 12pt and +12 when it
is 6 - 8pt. Minor adjustments are permitted should it be required
due to the colours used, the resolution or the type of printing.
Cyrillic fonts:
Tchibo Exclusive Bold Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body
copy, both in sentence case and in capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э Ю я
съешь же ещё этих мягких французских булочек да выпей чаю.
Tchibo Exclusive Regular Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body
copy, both in sentence case and in capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э Ю я
съешь же ещё этих мягких французских булочек да выпей чаю.
III.4 Tchibo Exclusive Origins
Authorised persons can order the Tchibo Exclusive font from
Elsner+Flake (see IV.2). The font is available in the following four
formats: Macintosh PostScript, Windows PC TrueType, OpenType
Std., OpenType ML (Roman, Turkish, central European and Cyrillic).
A licensing fee of 35 EUR is required per font format ordered.
Please note: When using Tchibo Exclusive Regular, a tracking of
+10 should be used when the font size is 9 - 12pt and +12 when it
is 6 - 8pt. Minor adjustments are permitted should it be required
due to the colours used, the resolution or the type of printing.
III.5 TCHIBO ESpRESSO
Italy‘s passion.
III.5.1 Sample print ad
III.5.2 Typefaces
III.5.1 Sample print ad
Headline in Interstate Bold Condensed
The blue bar with plain background
The packshot is prominently shown
The modulated Tchibo logo
The body copy in Interstate Regular Condensed
III.5 Tchibo Espresso
Enjoy the rich aroma and wonderfully intense flavour of a truly remarkable Espresso. Thanks to the selection of only the finest and freshest beans, once you indulge in a cup you will find yourself as passionate about Espresso as Tchibo is.
III.5.2 Typefaces
III.5 Tchibo Espresso
Latin fonts: Interstate Bold CondensedFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F g H I J K L M N O p Q R S T U V W X y Z
The quick brown fox jumps over the lazy dog.
Interstate Regular CondensedFor headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The quick brown fox jumps over the lazy dog.
Cyrillic fonts:
Officina Sans CyrillicThere is no Cyrillic alphabet for Interstate. Officina Sans should
be used as a substitute. For headlines, body copy, sentences and
capitals.
а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я
Съешь же ещё этих мягких французских булочек да выпей чаю.
IV. COMMUNICATION pROCESS
IV.1 Project communication flow
IV.2 Contact
IV.1 pROJECT COMMUNICATION FLOW
One for all – all for Tchibo.
Scholz & FriendsHamburg
Local agency CEE /SEE countries
Tchibo Central Marketing Food Hamburg
Tchibo Local Marketing Food CEE /SEE countries
central projects local projects
IV.1 Project communication flow
IV.1 project communication flow
The chart on the left defines the communication flow between the central
Tchibo office and the international offices and between the central lead
agency and the respective partners in the countries.
The coordination between Tchibo and its agencies is determined as follows:
the lead agency for Tchibo Central Marketing Food in Hamburg develops
the central projects that are to be forwarded for adaptation and implemen-
tation to the local agencies.
The local agencies only communicate with Tchibo Local Marketing Food
and are in permanent contact with the lead agency. Tchibo Local Marketing
Food can always contact Tchibo Central Marketing Food Hamburg, whatever
the issue.
Central projects developed for one or more countries are managed by
Tchibo Central Marketing Food Hamburg and its lead agency. This applies
to:
• all ATL communication (e.g. equity TV spots, billboards and print ads)
• portfolio communications deployed in more than one country
• support of sub-brands
All parties are requested to work with this communication model in order
to ensure a smooth and professional working process.
IV.2 CONTACT
good questions deserve good answers.
IV.2 Contact
IV.2 CONTACT
Tchibo gmbH
Central Marketing Food
Überseering 18
22297 Hamburg
Germany
Phone +49 (0) 40 63 87-0
Fax +49 (0) 40 63 87-2710
SCHOLZ & FRIENDS Hamburg gmbH
Account Management
Am Sandtorkai 76
20457 Hamburg
Germany
Phone +49 (0) 37681-0
Fax +49 (0) 40 37681-681
E-mail tchibo.international@s-f.com
Elsner+Flake Type Consulting
(For Tchibo Exclusive typeface only.)
Winterstrasse 4
22765 Hamburg
Germany
Phone +49 (0)40 39 80 35 80
Fax +49 (0)40 39 80 35 70
E-mail info@elsner-flake.com
http://www.elsner-flake.com
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