hozelock brand guidelines
DESCRIPTION
October 2012TRANSCRIPT
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October 2012
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Introduction
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Hozelock Group
Hozelock Group HQ, Midpoint Park, Birmingham, UK
- our retail brand - our B2B brand
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● Consumer at the heart of everything we do● European Manufacturers of Gardening Products● Founded in 1959● Inventors of the worlds first : - Plastic hose connector > Revolutionised watering in the garden - Multi layer Anti kink hose > Transformed the behaviour of hose - Automatic rewind hose reel > Fuss free watering● Direct sales to 40 countries● Market leader in UK, Scandinavia, Baltics, Belgium, Russia● No.1 on hose and hose systems for rest of Europe.● Want to have closest relationship with the consumer of any gardening brand● Innovative supply chain solutions● Investing heavily to deliver growth
Who are we?
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What catagories do we operate in?
Watering Hose Spraying Aquatics Propagation Technical(B2B)
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Product development vision
● Sustainable watering solutions > No tap required
● Insight-led watering > disrupt & find new needs
● Grow like an expert > no pipes, no timers , no fuss
● Starter watering > high margin, high volume, no brainers.
● The Ultimate hose > convert to higher margin
● Easy pond filtration > Perfect ponds made simple
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Why did we evolve our brand positioning?
● We have a 50 year heritage in crafting innovative, well made products
● We recognised there was an opportunity to create a greater emotional bond with our consumers
● We wanted to get a deeper insight into gardeners needs and motivations, so that we could better align our brand to meet their needs
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How did we do it?
● We set out to develop a brand positioning which truly connected with people’s feelings and needs in this category
● Consumer research groups were held throughout Europe to uncover key insights and to understand what triggered brand choice
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What did we find?
● Consumers want a relationship with a company that recognises the pleasure and rewards that they get from their involvement in gardening
● As an English gardening company, we have a passion for helping our consumers create beautiful gardens
● Other brands, talk to engineering expertise, but are quite cold and distant from peoples feelings towards gardening
● Own label brands satisfy functional needs but provide no emotional pleasure
“The pleasure and reward of gardening is key”
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Who is the quintessential Hozelock customer?Mathew is 45 with a family in their early teens. He lives a busy business life and appreciates it when he can spend more time at home. Although his garden isn’t large, it’s his domain and is almost like a haven, especially on a summer evening.
He finds himself becoming more interested in gardening as a source of relaxation, a kind of antidote to work, and he’s beginning to plan how he wants the garden to develop and grow.
For him, this is not a short term thing and will provide pleasure and rewards as the seasons go by. He’s not so precious that he excludes his wife and they often share
gardening tasks with a kind of unspoken contentment. She’s particularly into growing vegetables.
He doesn’t want to become a horticultural expert but it’s quite nice when his friends notice something they’ve done. He’s not particularly into fads and fashions and appreciates quality when he sees it. He’s prepared to spend a bit more on the things he values and looks for products and tools that are well designed and handy to use.
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Our positioning
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How does our positioning differentiate us ?
We will behave with:● The consumer at our heart● Expertise - in all business areas● Dependability - rely on us● Partnership - for life
How we will come across:● Passionate about the joy gardening can bring● Approachable & friendly & never know-it-all● Trustworthy, we’ll never oversell● Helpful on the journey to a beginner or expert
“I feel it’s designed by gardeners, for gardeners”
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Reasons to believeOur Customers Our Consumers Us
“I love dealing with Hozelock, they are key to my business, their products sell well, and are always available. I expect innovation from them as the market leaders”
“Their products are great,and are a real joy to use. Hozelock understand my needs, and are the best source of advice. By using Hozelock products I’ve achieved better results”
“I’ve got a great job in a great company. I definitely play a part in Hozelock’s success, & I enjoy being able to delight my customers, and I’m rewarded for it”
- Quality- Exceptional stock management- Category Management- Sales Service- Training- Pleasant and efficient staff- Exciting new products- A joy to work with
- Marketing campaigns that drive growth
- Easy to find what I need- The leading brand & quality- The performance delighted me- Easy to assemble , use, clean & maintain- Ergonomic, durable, long lasting & stylish
- The best value for money
- Information easily available- Pleasant & healthy working
environment- Efficient systems- Training
- Access to all levels of the team
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The brand wheel
PropositionHozelock invest care and
craftsmanship into every product so you can get the most from
your involvement in your garden
NeedsNuture and connection
PersonalityFriendly
Warm
Helpful
Trustworthy
InsightBeing hands on my garden is a
really rewarding experience. I
love being part of its growth and
seeing it come through the
seasons
ValuesExpertise
Dependability
Partnership
EssenceGardening
for life
MissionTo sustain and grow our position in the UK and double our growth
in Europe
Reasons to believe● 50 years of horticultural expertise
● Durable and dependable products tested to work time after time● Innovative solutions for every watering need
● Gardening and watering experts to answerqueries at any time
Rational benefits● Tactile involvement● Durability● Ease of use● Performance
Emotional benefits● A sense of reward satisfaction● Connection with nature
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The brand platformExpert,
Dependable, A Life long
Partner
STYLE
VALUES
VISION
PROMISEMISSION
GARDENING FOR LIFE
Passionate, Typically British,
Expert gardeners, Approachable
To maximise the pleasure and reward
of gardening
Craftsmanship – designed by gardeners for
gardeners
To make gardens flourish and come
alive
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Validation“Quant research with 2,500 consumers across Europe revealed the potential of our new positioning to significantly influence the intent to buy”
Intended to buy Own Label
Intend to buy Hozelock – prior to new concept
Intend to buy Brand G
Intend to buy Hozelock
- Gardening For Life
25%26%
29%
42%
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Our Brand Guidelines
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Important
We defend our intellectual property vigorously. The Hozelock brand, logo, the gardening for life assets and the yellow and grey product colourway are all protected by worldwide copyright, design registration and trademarks.
These guidelines are written to enable a consistent execution of our brand. If you are unsure about artwork being compliant with these guidelines, please do not hesitate to contact our graphic design studio for advice:[email protected] or [email protected]
IF IN DOUBT - ASK!
These brand guidelines, our image library, and the assets required to create our artwork are available for download at www.hozelock.com
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Logo - Quick Start Primary logo Logo - DO NOTS!
Logo on backgrounds
On products the logo should appear in blue on the yellow substrate. The strapline “Gardening for life” is not used.
A black version of the logo is also available for very limited print processes eg. receipt printing. The strapline “Gardening for life” is not used.
Single colour - When printed against a solid black background the logo appears as shown above.
On advertising the logo appears on a vignetted yellow background with our sunshine device and the strapline “Gardening for life”. The logo should never appear in a squared off box. Please refer to p18 for correct usage.
On packaging the logo appears on a vignetted yellow background with our sunshine device. Please refer to p21 for correct usage.
Do not change the colours
Do not place on another image
Do not use the old Hozelock logo
Do not re-introduce the blue background colour
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The identity
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The identity
The identity is created from a series of elements:
● Logo● Tagline● Brand Scene● Colour● Typefaces● Photography● Icon Style
The following pages show these in more detail and demonstrate how they come together when applied.
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Logo
Primary logo
On advertising the logo appears with our sunshine device and the strapline “Gardening for life”
On products the logo should appear in blue on the yellow substrate. The strapline “Gardening for life” is not used.
On packaging the logo appears with our sunshine device.
A black version of the logo is also available for very limited print processes eg. receipt printing. The strapline “Gardening for life” is not used.
When printed against a solid black background the logo appears as shown above.
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Logo: usage
The exclusion zone is 75% the height of a capital ’O’ all around
75% the height of a capital ’O’
20mm width is the minimum size this logo can appear when the resolution is 300dpi or higher.
25mm width is the minimum size this logo can appear when the resolution is below 300dpi.
300dpi or more:
less than 300dpi:
Exclusion Zone Minimum size
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Logo: Don’ts
Do not change the coloursDo not place on another image
Do not re-introduce the blue background Do not use the old Hozelock logo
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TaglineThe tagline “Gardening for life” is coupled with the logo when creating communication such as advertising or POS.The tagline & sunshine can be de-coupled from the logo if the size is below or at minimum.
Minimum size
40mm
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Brand SceneThe brand scene is created from a combination of grass, characters, sunshine and our yellow background.
Sunshine & yellow background Characters
Grass
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Brand Scene: Configuration
The number of characters should not exceed 5 in any one scene. There should be a mix of large, smaller and mid-sized characters in order to create a more
natural scene.
The largest characters should not exceed more
than 3 times the size of the grass in order to maintain the feeling of perspective.
The grass should feel natural and a little uneven. The whole blade need not be in view, in order to leave bleed. The grass should be 1/6th of the height of the overall artwork.
The brand scene is designed to evoke the feel of a garden’s eye view of people being involved with their garden. Different combinations can be used for different executions but some basic rules apply:
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Brand Scene: Do’s
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Brand Scene: Don’ts
Do not use more than 5 characters
Do not remove the sunshine
Do not show too much grass - it feels too even and unnatural
Do not use all the characters at the same size8
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Colours
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Typography
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PhotographyThe key elements to the photography style are as follows:
1. Viewpoint2. Lighting3. Depth of focus4. Involvement of subject matter
The following photos do not necessarily have all of these in combination so the separate elements are demonstrated.
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Photography1. Viewpoint
● Low vantage point for garden’s eye view
● Plants in foreground
Feels in touch and involved with the garden
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Photography2. Lighting
● Evening / Morning light - this light is softer and not as high contrast as midday light
● Soft and warm feeling slightly hazy light - feeling of summer
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Photography3. Depth of focus
● Short depth of focus
● Plants in foreground blurred and background blur
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Photography4. Involvement of subject matter
● Model engaged with the gardening
● Should not be looking at the camera
● Should feel natural and unposed, not too glamorous
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Photography5. Presentations
● Photos to appear within circular border or in “Polaroid” style
● No shots should appear with vignetted borders
● Products to appear as individual cut out images
● No group shots
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Applications
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Stationery
HOZELOCK LIMITEDMIDPOINT PARK, BIRMINGHAM B76 1AB, ENGLAND.TELEPHONE: +44 (0)121 313 1122www.hozelock.comVAT No. 123456 Registered in England & Wales No. 12345
DOLORES GRIMWOODMARKETING MANAGERHOZELOCK LIMITEDMIDPOINT PARK, BIRMINGHAM B76 1AB, ENGLAND.TELEPHONE: +44 (0)121 313 1122
MOBILE: +44 (0)7714 123 123E-mail: [email protected]
HOZELOCK LIMITEDMIDPOINT PARK, BIRMINGHAM B76 1AB, ENGLAND.TELEPHONE: +44 (0)121 313 1122www.hozelock.com
with compliments
Letter head Compliment slip
Business card
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Office documents
E-mail layoutPowerpoint presentation title slide
Powerpoint presentation slide
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Have you ever found watering
your garden can be one step
forwards and two
steps back? Time to discover
Hozelock Auto Reel with automatic
rewind.
Auto Reel gives you just the right amount of hose with no kinks, knots
or tangles.
To fi nd out more visit
www.hozelock.com
Auto Reel the ultimate easy to use hose reel
Signage
Advertising
Point of Sale
Other materials
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Brand AssetsThe brand assets are constantly evolving but all are available on-line:
www.hozelock.com/distributor-login.html
www.hozelock.com/logos.html
www.hozelock.com/hozelock-videos1.html
Logos
Pictures
Training
Videos
If any specific assets are required please contact Martyna KocjanEmail: [email protected]
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Hozelock Ltd.Midpoint Park, Birmingham. B76 1ABEnglandStudio Contact: [email protected]@hozelock.com
Switchboard: 0121 313 4242www.hozelock.com