BRAND GUIDELINES 2020 publication
The Paysan Breton Guidelines
The visual identity of Paysan Breton brand.
LAITA COMPANY - PRIVILEGED AND CONFIDENTIAL. The information provided in this document is our sole property. Unless different express agreement between the parties, all the intellectual property rights remain our property, and this email does not assign any intellectual property rights or any rights whatsoever to the recipient. It is highly confidential and it cannot be disclosed to any persons other than those who need access thereto for the purposes we have authorized. This document shall not be used, transferred, published or reproduced without our express authorization. This document shall not be used by the recipient against our company in any proceedings, before any judges, examiners or arbitrators (eg: during oppositions, nullity actions, infringement lawsuits…). We give no exclusivity on the information of this document and we are entitled to use said information freely. Whether this document has been mistakenly transferred to you and you are not the intended recipient, you may not disclose, copy or use this document; please notify us immediately and delete it and any copies from your systems.
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The Paysan Breton marketing team is available for any brand information.
Introduction
Welcome to Paysan Breton’s visual universe!
This booklet’s goal is to help you manage the fundamentals of PAYSAN BRETON’s brand, in order to always create the most impactful communication campaigns.
A communication campaign based on the DNA and values of PAYSAN BRETON’s brand will allow you to develop the brand’s equity in your country. Visual consistency and continuity at every contact point are essential to build a lasting brand. That is why we invite you to get familiar with the brand and to continuously follow some simple rules to elaborate your campaigns.
Passion and purpose are the pillars of PAYSAN BRETON, the local success will be yours!
It is up to you, brand ambassadors, to take ownership of PAYSAN BRETON’s visual identity, and to adapt it to the insights of our (future) local consumers. For a true and lasting brand relationship with our consumers!
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Objectifs
✓ To discover the PAYSAN BRETON brand fundamentals.
✓ To ease agency briefs.
✓ To illustrate the PAYSAN BRETON brand activations thanks to multiple examples at various contact points.
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Process
Any piece of communication needs to be approved by the Paysan Breton marketing team based at the Head Office in Brest, France.
As brand custodians, the marketing team based in Brest looks after the integrity and consistency of the brand, this to ensure its sustainable longevity wherever it is marketed.
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 6 Table of content 1 / Our Cooperative Identity p. 7 2 / Our Values p. 8 3 / Our Logo p. 9 4 / Our Pattern (Vichy) .................................................. p. 12 5 / Other Brand Elements p. 19 6 / Our Packshots p. 27 7 / Examples p. 30 8 / Annex p. 46
Our cooperative identity
At our cooperative farms, we strive at ensuring the highest quality of our cows’ milk.
To make good products, you need good milk.
To make good milk, you simply need well-fed, healthy and peacefully happy cows.
Therefore animal welfare is a priority to us indeed
Our family farms:
✓ Owned by families.
✓ Members of the cooperative.
✓ Small-sized: 65 cows on average per farmer.
Our cows:
✓ Mainly fed with fresh grass and hay.
The West of France is known for its temperate climate and its frequent rains.
The grass is very green, rich and generous.
✓ Outdoor grazing: over 200 days a year.
✓ Our farmers take care of their cows 365 days a year.
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Ancenis Landerneau Pont-Scorff Lanfains Ploudaniel Brest Yf niac Créhen PARIS COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 8 …carried out by: ✓ Great Taste ✓ Brittany, a terroir between sea and land ✓ Sustainability of lands and local economy ✓ Solidarity, mutual aid ✓ Trust ✓ Truth (real) ✓ Authenticity ✓ Simplicity Our Values
Our Logo
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Our Logo
1 Logo
1
2,5
It is necessary to adapt the size of the logo to fit with the final artwork (4 x 3 m vs 60 x 80 cm).
No distortion: the ratio 1 / 2,5 must be respected. (For example, 4 cm high by 10 cm long)
The white border (outer line) must be printed, it is an integral part of the logo.
Available in .jpeg, .ai and .pdf
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 11 2 Positions for the logo: Votre visuel ici Votre visuel ici Votre visuel ici Votre visuel ici Our
Logo
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 12 Our Pattern called
Pattern 2 elements: Red border line
“Vichy”
Our Pattern, “Vichy”
No distortion. The ratio 1/1 must be respected. Checks must keep their square shape.
It is necessary to adapt the overall size of the Vichy to fit with the final artwork (4 x 3 m vs 60 x 80 cm).
Available in .jpeg, .ai and .pdf
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1 Size of checks = 1 check 1 1
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correct positioning Horizontally: no variations. 1 line must always have 2 following lines. Vertically: The Pattern (Vichy) has a predefined positioning determined by a succession of lines, vertically and horizontally. 2 lines 2 lines 2 lines 2 lines 1 line 1 line
Pattern,
2 Vichy:
Our
“Vichy”
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3 Vichy: correct positioning
Left Top Top waved Our Pattern, “Vichy”
Pattern, “Vichy”
4The red border line Your design here
The red border line must look towards the inner visual.
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.pdf
Our
Available in .jpeg, .ai and
Our Pattern, “Vichy”
Colour: Pantone: Red P485
Four-color process: Magenta 100 % / Yellow 100 %
Usage: Any Paysan Breton piece of communication (single, multiple products…)
Colour: Pantone: Blue P285
Four-color process: Cyan 90 % / Magenta 48 %
Usage: For the Madame Loïk Whipped Spreadable Cheese only. Within the same document, keep the same colour and placement of the vichy.
Available in .jpeg, .ai and .pdf
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5 Vichy: 2 main colours Our Red Vichy Our Blue Vichy
Our Pattern, “Vichy”
6 Other colours of Vichy and usages:
Some products can have a dedicated coloured Vichy.
When communication is for a specific product, it is possible to use the same colour as for the packshot. If multiple products are displayed, the red pattern must be applied.
Available in .jpeg, .ai and .pdf
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 19 Other brand elements 1 / Font types 2 / Pantones 3 / Product of France logo 4 / Key visuals 5 / Taglines 6 / In store activations
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 20 1 Paysan Breton authorized font types A Tendria LT Pro Example: Paysan Breton Usage: ✓ Titles ✓ Benefits and features ✓ Product range B Gill sans MT Example: Paysan Breton Usage: ✓ Description ✓ Secondary topics… Example: A B Other brand elements Available in .jpeg, .ai and .pdf
Other brand elements
2 Pantones used for the messages
Colour: Pantone: P485
Four-color process: Magenta 100 % / yellow 100 %
Usage: Titles, key elements
Colour: Four-color process: Black 50 %
Usage: Main key points
Colour: Four-color process: Black 100 %
Usage: Secondary topics
White is also considered as an important brand element: it helps to contrast and thus emphasizes the brandmark (logo, pattern). So, it is recommended to mention in your creative briefs, excepted when not culturally appropriate.
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Other
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Emphasize the brand origin Usage: “Product of France” can be used ONLY when all products displayed are with a French origin. Please contact the PAYSAN BRETON marketing team to get assistance. FRANCE PRODUIT EN PRODUCTOF The Authentic Taste of France AVAILABLE HERE! 2018 wwKH Laita PB Affiche 40x60.indd 18/09/2018 12:58
3 "Product of France" Logo
brand elements Available in .jpeg, .ai and .pdf
Other brand elements
4 Key visuals – for presenting the product packshots
Authenticity in France: a rural, wooden table Freshness and Nature: bright and lush grass
Wood and grass illustrate the countryside, Authenticity and Simplicity # Our brand values.
Adaptations are possible as long as they evocate the brand values.
These backgrounds are generally used for presenting our packshots.
Refer to page 40 for some examples.
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Other brand elements
4 Key visuals – that illustrate naturality, terroir, and the brand origin
bis
Our lands are nearby the sea.
Visual “Cows by the sea” often used as background with our product packshots in forward view (sides or bottom). Example page 22.
Visual “The House” often used as a cover page for customers’ presentation.
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Other brand elements
5 Tagline – for any piece of communication (print, audio, video…)
“The Authentic Taste of France.”
“Proud of its roots steeped in a Breton dairy cooperative culture, Paysan Breton is pleased to offer you a complete range of products inspired from French Tradition.”
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 26 6 In store Activation - example Other brand elements
Our Packshots
Packaging is the first contact point between the brand and the consumers. As brand ambassadors, it is our duty to always be up to date with the visuals used in every piece of communication.
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Before Today
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It is important to use up-to-date product packshots so that consumers can easily link what they see on artworks and what they see on shelves.
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 29 ➡ In case of the files you have on hand differ from those here, please contact the PAYSAN BRETON marketing team. Butter Crêpes Cream Emmental Milk Soft Cheese Whipped Fresh Cheese Madame Loïk Current product packshots
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 30 Examples Displays p. 31 In store sampling • Stand • Cooler furniture (coolio). Presence on the shelves ........................................... p. 33 Sampling instore • Roll-up banners • Woblers • Shelf talkers. Postings, press ........................................................................ p. 37 Outdoor billboards • Print inserts • Leaflets Flyers • Truck/scooter coverings. Presentation templates p. 43 SociaL Network p. 44
In store sampling stand
Activate purchase thanks to an amplified branding.
1 Massive Logo: key to enter the brand universe. customized cutting of the head holder, 3D effect – impact to shopper.
2 Vichy: complementary to the logo
3 A limited selection of packshots: ease the product / brand identification.
Product in France Logo: strong competitive advantage. Key visual (grass): brand positioning for naturality, freshness, countryside.
This design is an example.
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Sides Face
This artwork is an example.
Mobile Cooler furniture “Coolio”
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Tasting
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board / basket A fun and mobile tool to go forward to consumers and display our products.
“Roll-up” banners
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 34 Un
Une
delicaat
A tartiner ou cuisiner ! Om te smeren of te bereiden !
goût frais et unique Een unieke frisse smaak
texture délicatement fouettée Een
opgeklopte textuur
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 35 3 produits achetés = 1 sac cabas ofert 2018 wwIY Laita PB Encart sac cabas 150x150.indd 1 10/07/2018 16:17 Wobblers
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 36 LAITA111503 Réglette promo - 121603.indd 2 09/11/2015 14:42 200 x 35 mm 200 x 35 mm 200 x 35 mm Shelf talkers
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Outdoor billboard (4 x 3 m here)
Be visible on the streets by covering vehicles with branded visuals.
Vehicle covering
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 39 FRANCE PRODUIT EN PRODUCTOF The Authentic Taste of France AVAILABLE HERE! 21 x 28 cm 60 x 80 cm 84 x 59 cm (A2) Print, web
Print, trade insert
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Recipe leaflet
RECTO
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leaflet Available in formats: - 8 x 8 cm - 12 x 12 cm
VERSO Foldable
Recipe Flyers
Double-sided print of 15 x 10 cm.
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 43 Cover page Inner pages Back cover Template for customer presentations
Social Medias
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A 100% “digital” vichy to be used exclusively for social networks. ✓ Vichy and Paysan Breton logo must always be combined.
Examples.
on Facebook and Instagram accounts Paysan
Available in
.ai and .pdf
✓
•
• Find inspiration
Breton France.
.jpeg,
COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 45 We wish you have fun creating authentic and impactful brand campaigns with this PAYSAN BRETON brand guidelines. Thank you for your attention
Editing files
Elements are available in addition to the booklet:
✓ Logo.
✓ Vichy (red, blue and other colours available).
✓ Font types.
✓ Key Visuals (wood or grass backgrounds, cows by the sea, “The house”).
ANNEX
Available in .jpeg, .ai and .pdf
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COMPANY LAÏTA - PRIVILEGED AND CONFIDENTIAL 47 Please get in touch with the PAYSAN BRETON export marketing team. We are at your service! Contact-us !
Proud
of its roots steeped in a Breton dairy cooperative culture, Paysan Breton is
pleased to offer you a complete
of products
LAITA COMPANY - PRIVILEGED AND CONFIDENTIAL. The information provided in this document is our sole property. Unless different express agreement between the parties, all the intellectual property rights remain our property, and this email does not assign any intellectual property rights or any rights whatsoever to the recipient. It is highly confidential and it cannot be disclosed to any persons other than those who need access thereto for the purposes we have authorized. This document shall not be used, transferred, published or reproduced without our express authorization. This document shall not be used by the recipient against our company in any proceedings, before any judges, examiners or arbitrators (eg: during oppositions, nullity actions, infringement lawsuits…). We give no exclusivity on the information of this document and we are entitled to use said information freely. Whether this document has been mistakenly transferred to you and you are not the intended recipient, you may not disclose, copy or use this document; please notify us immediately and delete it and any copies from your systems. Tradition.
range
inspired from French