Issuu on Google+

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 1

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 2

18/06/14 13:41


Corporate communication

Products and concepts communication

Chapter 1: Building blocks

Chapter 3: About our brands

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Brands and Trademarks . . . . . . . . . . . . . . . . . . . . 98

Corporate colours . . . . . . . . . . . . . . . . . . . . . . . . . 24 Corporate gradients . . . . . . . . . . . . . . . . . . . . . . . 26

Chapter 4: Building blocks

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Products and concept colours . . . . . . . . . . . . . 112

Tone of voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Concept patch . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Products and concepts signature block . . . . . 116

Brand block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Brand block elements used as graphical elements . . . . . . . . . . . . . . . . 46 Cover ribbon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Signature block . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Document grid . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

Chapter 2: Applications Corporate signage + building . . . . . . . . . . . . . . . 58 Corporate branding . . . . . . . . . . . . . . . . . . . . . . . 60 Vehicles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 Promotional items . . . . . . . . . . . . . . . . . . . . . . . . 68 Recruitment advertising . . . . . . . . . . . . . . . . . . . 70 Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 – Powerpoint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 – Corporate brochures . . . . . . . . . . . . . . . . . . . . . . 76 Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Online banners . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 External newsletters . . . . . . . . . . . . . . . . . . . . . . 86 Seminars and events toolkit . . . . . . . . . . . . . . . . 90 Public Relations and the Puratos boiler-plate . . . . . . . . . . . . . . . . . . . . 92 Internal communication material – Internal magazines . . . . . . . . . . . . . . . . . . . . . . . 94 – Other internal communication . . . . . . . . . . . . . 95

Chapter 5: Practical examples Cover page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120 Back cover page . . . . . . . . . . . . . . . . . . . . . . . . . 122 Double page inside spread . . . . . . . . . . . . . . . . 124 Triple page spread . . . . . . . . . . . . . . . . . . . . . . . 128 Product sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . 130 Recipe page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132 Product guide . . . . . . . . . . . . . . . . . . . . . . . . . . . 136 Splash site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144

Chapter 6: Belcolade Logo, Photography, Promotional items. . . . . . 150 Cover page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154 Back cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156 Product sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158 Recipe cover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160 Stationary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

Chapter 7: PatisFrance Logo, Photography, Promotional items. . . . . . 166 Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170 Recipe page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176

Chapter 8: Packaging Packaging layout for bags . . . . . . . . . . . . . . . . 180 Labelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184 Packaging of priority brand . . . . . . . . . . . . . . . 186

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 3

3

18/06/14 13:41


About Puratos

4

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 4

18/06/14 13:41


The Puratos corporate guidelines have changed several times since the company was founded in 1919. These identity guidelines explain in detail what the new corporate identity components are and how you can use them when writing and creating materials for Puratos. Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 5

5

18/06/14 13:41


6

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 6

18/06/14 13:41


Introduction To help those people involved in our communication, this visual identity guide has been created. It contains all the necessary elements and templates to build a consistent and strong image of Puratos, one that communicates that we are indeed ‘reliable partners in innovation’. It is clear that one Puratos identity across the world is more important than ever these days, especially in a world of information overload and scattered communication channels. It is important therefore that these guidelines are respected and followed. Puratos is a global company, and close to customers and consumers everywhere. Our pictures therefore show people from many different cultures around the world. Our passion is reflected in through our warm colours and the professionalism in our tone of voice. At Puratos, we are looking for perfection in everything we do, this is best illustrated in the perfection and authenticity of the finished product pictures. It further confirms how Puratos are experts in bakery, patisserie and chocolate. The Group Communication Team

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 7

7

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 8

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 9

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 10

18/06/14 13:41


Mission (The role the company plays to make its vision come true.)

Positioning (A relevant, unique and concise company promise)

At Puratos, we are close to customers and consumers everywhere. We turn technologies and experiences from food cultures around the world into new opportunities to help customers be more successful with their business.

Reliable partners in innovation

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 11

11

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 12

18/06/14 13:41


To know how to act, we have six guiding lights at our disposal: the Puratos values.

Reliable partners… Team spirit Team spirit is an essential part of the way we do business. We believe that the whole exceeds the sum of the parts. Put simply, by working together we can achieve more and have more fun.

Ethics In everything we do, ethics drive our decisions. Being true to our conscience, maintaining our professional standards, honouring our commitments and assuring absolute food safety.

Quality Getting it right first time, every time – and always looking to improve. There’s no better expression of our daily drive for quality.

in innovation Passion With great passion, we help our customers to grow their business through new ideas. With great passion we create a working environment that stimulates people to develop, and rewards their enthusiasm with trust and support.

Courage Passion is nothing without courage. Seizing opportunities requires a certain amount of bravery: never be afraid to try new things.

Vision Innovation requires vision. The vision to build on experience. To search eagerly for new horizons. And to help our customers to prepare for an ever-changing future.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 13

13

18/06/14 13:41


What Puratos stands for

The nine words on these two pages summarize what Puratos stands for. These words capture the essence of who we are* and how we want to be perceived. As such, they also form the basis for our brand identity and our communication.

Close to you We understand and respect local food culture. We listen to consumers and customers; we work with local people and produce locally. We adapt our products to local taste; and we bring the rich variety of local food culture to the world.

Global We are a worldwide company with global ideas and global people: present around the world, yet always adapted to the local situation.

* This is the outcome of a survey conducted amongst our colleagues and customers in the world. 14

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 14

18/06/14 13:41


Inspiration First, we get inspired by our customers who challenge us to go beyond what we believe is possible. Then, we inspire our customers to

Food culture

make innovative products and to build their business.

Reliability

We want to fully grasp what

We develop reliable, original and

makes local food unique.

innovative ingredients, technologies

We integrate elements from

and solutions that help to give our

different cultures into new ideas

customers absolute peace of mind.

and concepts. In everything we do, we attach a lot of importance to the nutritional value of food, around the world.

Innovation We continuously improve the quality of our offer and create new solutions that anticipate future needs. Our technological innovations –

Specialist in bakery/patisserie/chocolate

guaranteed by our R&D – always focus on the long term in a way that

At Puratos, everyone is truly

Building on our long history, we

passionate. It is in our blood, in our

know how to combine tradition with

DNA. And we share this passion

technology. We are a specialist in the market, offering a wide range of ingredients, solutions and services to artisans, industry, supermarkets and food service.

Passion

is sustainable.

with our customers, who love to

Solution

make nutritious, tasty food for the community they live in.

We have the know how of the interactions between different technologies. We are versatile, adapting our technologies, our processes and our products to each type of customer. We are a solution provider.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 15

15

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 16

18/06/14 13:41


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 17

18/06/14 13:41


Corporate communication

18

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 18

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 19

18/06/14 13:42


Logo

The Puratos logo is an expression of what the company stands for and the value brought to our customers. It also contains an image of the Unicorn, a symbol of ethical behaviour and courage.

Logo elements 1

Name The word Puratos is written in lower case letters, with a capital P. On no account should it be written in upper case. The name (as a logo) should never be used on its own. The name is set in PMS 491 (reddish brown).

2

Unicorn

2

The Puratos Unicorn is a fixed element in the logo. It can also be used on its own. Unlike in the past, there is now only one version of the Unicorn to be used, the small version. The Unicorn is set in PMS 1245 (warm ochre). 3

1

Tagline • The tagline is an integral part of the Puratos logo. In other words: the logo is never used without the tagline, except on packaging. However, the tagline in itself

3

can be used separately. • The tagline is always aligned to the width of the Puratos logo. • The tagline can be translated into other languages with agreement of both the country and headquarters. The tagline is set in PMS 1245 (warm ochre).

20

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 20

18/06/14 13:42


Safety margin No text or image should appear within the area of the safety margin.

Colour variations

a. Positive on white background The default version of the logo is in two colours: Unicorn and tagline in warm ochre and Puratos in reddish brown. b. Negative on predefined corporate colours For use on our predefined corporate colours (see p 24 to 27). Pay attention to the fact that the Unicorn must be positioned in the darker part of the gradient to create enough contrast. c. Black or reddish brown (PMS 491) on white background We use black only if colour is not possible (newspaper, faxes, etc). Note that only this black version is allowed – converting a logo to greyscale is not permitted. Reddish brown is for exceptional use only: when we can use only one colour on white, such as when we have to use the logo on white merchandising objects and two colours is not an option. d. White For use in black and white printing, on a black or a dark grey background. It can also be used in merchandising objects, when the use of two colours is not possible.

Logo on packaging e. Packaging logo without tagline Strictly for use on packaging.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 21

21

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 22

18/06/14 13:42


Don’ts

The Puratos Unicorn

• The logo cannot be altered, modified or distorted in any way: no italics, no colour changes, no rotations, etc. Only use official versions provided by headquarters. • Avoid using the logo on a dark or busy background. • The logo should never be put over a picture.

We strongly advise you not to use the Unicorn by itself. It is only allowed to be used in a limited number of Reliable partners in innovation

communication elements. Please contact the Group Communication Department to agree on its use. Note also that there

Puratos Reliable partners in innovation

are limitations to how to use it: • The Unicorn can only be used in warm ochre or white. • The Unicorn’s opacity (i.e. the degree to which an image will obscure the background; as opposed to its transparency or translucency) can be

Reliable partners in innovation

changed, when it is used as a decorative or background element. • The Unicorn cannot be cropped or altered in any other way.

Technical versions Logo, Unicorn and tagline are available for different uses: full colour printing, spot colour printing, web, etc.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 23

23

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 24

18/06/14 13:42


Caution

Avoid overuse

• Our colours can be used in the following tints:

• When used as background, do not mix too many

80%, 60%, 40% and 20%.

colours in the same document.

• The colours in this document are only an indication. Always use

• A chapter within a longer document (e.g. a brochure)

a Pantone (PMS) or RAL guide to have a reliable reference.

should only have one accent/background colour.

• Bear in mind that RAL colours are never exactly the same as the

So use the same colour for background and accents

corresponding print colours.

within the same chapter.

• When creating MS Office documents, use RGB colours. But be aware that colours might differ according to the printer.

Corporate colours and gradients Puratos pink

80%

Puratos red

60% PMS

226

CMYK 0 - 100 - 10 - 0 RGB

229 - 0 - 117

RAL

4010 Telemagent

HTML #c6007f

40%

20%

80%

Puratos orange

60% PMS

186

CMYK 2 - 100 - 80 - 2 RGB

222 - 5 - 45

RAL

3027 Himbeer

HTML #bf1739

40%

20%

80%

60% PMS

152

CMYK 0 - 60 - 100 - 0 RGB

240 - 125 - 0

RAL

2011 Tieforange

HTML #d68a27

40%

20%

Corporate colours These three bright colours – Puratos orange, Puratos red and Puratos pink – allow you to highlight certain information and they give you a broad enough palette to introduce sufficient variation and liveliness in our document. We are passionate: so, our layouts should communicate this passion. For most applications, it is wise not to use more than one of these colours (combined with its derived gradient) on any one page.

Note: colour guidelines

Important note: no colour is dominant. All three Puratos colours and gradients are

for signage and buildings:

equal in value. Always choose the colour best appropriate for the job, best matching

see p 58

the theme and pictures to create the right mood.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 25

25

18/06/14 13:42


Pretacao

The smooth paste with the cocoa taste

BRO BAK Pretacao BE EN.indd 1

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 26

25/06/12 14:24

18/06/14 13:42


Creating the corporate gradients In most cases, you can use the provided template gradient files as images to fill your shapes with the appropriate gradient. However, should you wish to reconstruct the gradients, here’s how to recreate them in Adobe software programs, such as Illustrator. Common elements for all three corporate gradients As a general rule, all gradients are radial, centering at the edge of the element (though some exceptions to this rule can occur). They always use two colours, one base colour and one darker colour. The base colour is one of our Puratos corporate colours (Puratos Orange, Puratos Red or Puratos Pink) and the darker colour is specific for each gradient. Pay attention to the ‘Gradient Slider’ located on the top of the Gradient Settings box: it is located at 65%, near the darkest of the two colours in the gradient. Note: never use these dark colours in this gradient as a solid fill colour: they are to be used exclusively in these three gradients.

Our Puratos Pink gradient ranges from the Puratos Pink (CMYK 0 - 100 - 10 - 0) to a specific dark red (CMYK 0 - 100 - 100 - 52).

Our Puratos Red gradient ranges from the Puratos Red (CMYK 2 - 100 - 80 - 2) to a specific even darker red (CMYK 20 - 100 - 100 - 45).

Our Puratos Orange gradient ranges from the Puratos Orange (CMYK 0 - 60 - 100 - 0) to a specific dark red (CMYK 0 - 100 - 100 - 52).

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 27

27

18/06/14 13:42


Typography

Our company fonts are Sansa Std and Karmina. Note that Karmina is available in many languages, while Sansa Std is only available as a Latin font. In languages where the Sansa type family is not available, please check the font list on the Brand Portal.

Professional design applications Sansa Std Use Sansa Std for all texts

Light

that need emphasis – such as

Light italic

headlines, introductory texts,

Normal

captions and quotes.

Normal italic Semibold

Sansa Std Light should only be

Semibold italic

used for large headlines as the

Bold

lines are too fragile for small print.

Bold italic

abc123 abc123

All Sansa Std versions must be kerned ‘Optical’, as InDesign default setting ‘Metrics’ gives

Optical

poor results.

Karmina Always use Karmina for body copy, as

Regular

Karmina guarantees great legibility

Italic

and even works perfectly in small

Bold

reproduction sizes. For sizes below 5 pt, use the Sansa.

MarketOT On some occasions, we want to give a text a personal feel, showing that we are truly close to the reader.

abc123 Metrics

abc123 abc123

28

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 28

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 29

18/06/14 13:42


Tone of voice

How we say something is as important as what we say. Here are some guidelines to our typical Puratos style of saying something, to help you create texts in this style. This applies to both external and internal communication documents.

Keep it simple Our texts need to be accessible. By keeping them

Good examples:

simple, the texts will be both easier to read and easier

• At Puratos, we’ve been making and sharing ingredients, technologies

to understand. Sentences should be shorter rather than longer, and there just shouldn’t be too many complicated words.

and solutions for bakers, patissiers and chocolatiers since 1919. • Our aim is to offer reliable solutions that will inspire our customers to delight their consumers. • The result? More creativity, a gain of time and delighted consumers.

Remember our customers are looking for pragmatic solutions simply said.

A poor example: • In 1919, Puratos started in a garage, and has since gone on to become a worldwide specialist in bakery, patisserie and chocolate, offering a wide range of ingredients, solutions and services to artisans, industry, supermarkets and food services.

Be relevant Never forget that you are talking to professionals

Good examples:

who are interested in facts and new ideas. Always

• Add in another Puratos exclusive, Acti-Fresh, and you have the ingredient

ask yourselves, what value does my text offer the

that guarantees your cakes will remain soft whatever the length of the

reader? Will she/he find something interesting

supply chain.

there? You’ll find that by rereading your texts out aloud, you can better judge the flow, and you’ll hear where a sentence or paragraph needs to be rewritten.

• Miroir can be used cold as it becomes liquid when stirred, and it sets when placed on the bavarois or entremets. • Combining nutritional and health benefits with great taste, the Puravita mixes make it easier for bakers to offer a full range of healthier breads

Above all, don’t write anything you wouldn’t want

and rolls that taste great and can be enjoyed by the whole family.

to hear being addressed to yourself. A poor example: • The Puratos Sensobus is a 32-ton lorry with a specially adapted trailer on the back. Equipped with a nice kitchenette, a large office space and a series of eating booths for the consumer testers - it’s a great place to find out what the local consumers think of your products.

30

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 30

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 31

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 32

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 33

18/06/14 13:42


1. Enjoying food Once our communication zooms in on our experience and solutions in bakery, patisserie and chocolate, our imagery must become more specific as well. • Show people or groups of people enjoying food (made with Puratos products) in all kinds of circumstances: a daily meal, a party, on-the-go, … • Focus on the people and on their emotion as well as on the food. People and food should be a whole. • All images must be lively, warm, human: showing a real interest in the life and food culture of the people. • Choose a ‘reportage’ style of photography. Pictures – although they should be carefully prepared – must always have a fresh, spontaneous snapshot feeling. • Casting, styling and props help to communicate the essence of the local food culture. • Make intelligent use of depth of field to create focus and to layer your visual communication. Some blur is allowed as this can add to the realism of the image.

Don’ts

> focus on the emotion and not on the scene > use depth of field to separate the subject > show people’s faces, not just their hands > focus on emotions, not the scene

> beware of displaying fake emotions > create a lively scene in a real environment

34

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 34

18/06/14 13:42


Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 35

35

18/06/14 13:42


2. Our business environment Customers – at work, enjoying their own products, … – in our core markets: artisan, industry, supermarket, food services. Picture the pride they feel about what they have to offer. • For customer portraits, preferably use “people” models (instead of real customers)

Note: we can show people only

that look genuine, true to life. In this case, a documentary feel is definitely

after their written approval.

appropriate.

Request a copy of our official

• If possible, show people in action.

approval document at

• Always go for (fairly) close pictures of people. Focus on details.

brandportal@puratos.com.

• Do not use pictures that (try to) give an overview of e.g. an entire production hall.

If images are taken in a real

To illustrate an entire production process, use a series of close-ups, so that we

customer environment, you also

always remain close to people.

need their written approval for

• Styling: show respect for (local) clothing habits and regulations. People must be

use of the location.

correctly dressed. This proves that we are close to people everywhere.

Don’ts

> always show both people and products

> picture real and properly dressed people

> focus on at least one person

36

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 36

18/06/14 13:42


Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 37

37

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 38

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 39

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 40

18/06/14 13:42


Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 41

41

18/06/14 13:42


5. Food essence These are natural, intimate still life compositions that focus on specific food products, with people enjoying them. However, the presence of the people is only suggested (e.g. a piece of cake is cut or half-eaten, bread with a hot cup of coffee next to it, etc.). • Never show people in these pictures, but human ‘elements’ must be present. • ‘Accidental’ details help to make these pictures real: some crumbs on the table; natural, local attributes. • Show the food in a real environment. Although these are still life pictures, make sure to keep them fresh. • Make absolutely sure that the finished food products look perfect.

Don’ts

> go for an interesting perspective > add human elements to the scene

> pay attention to proper lighting > make sure the presence of people is felt

> go for a real life situation > don’t combine too many elements

42

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 42

18/06/14 13:42


Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 43

43

18/06/14 13:42


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 44

18/06/14 13:43


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 45

18/06/14 13:43


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 46

18/06/14 13:43


Wave Sapore Softgrain For healthy, delicious bread... Soaked in sourdough

And… The wave can be used on its own as a graphic element bursting with benefits

with or without boundary line. Never apply more than

Single- or multi-grain

Sapore Softgrain consists of grains soaked and boiled

Sapore Softgrain is available in single grain

in a mild Sapore sourdough. This gives the grains a

varieties or as a combination of different

delicious, full-flavour taste and keeps them soft during

grains and seeds: rye, wheat, spelt, sesame,

the baking process. They can be added straight to your

sunflower seeds, poppy seeds or flax seeds.

Superior taste

one wave on a page. On a tri-fold brochure, you are The grains are infused with a sourdough, which

provides a more delicious taste, full-flavour taste than that of grains soaked in water.

allowed to spread the wave over all three pages. Outstanding freshness

The moist in the Sapore is gradually released into

dough as the grains have the desired tenderness and are

the crumb, providing prolonged freshness and no

Sapore Softgrain is a patented technology.

ready to use.

crumbliness to baked goods.

Attractive appearance

Amazing versatility

Consumers like to see whole-grain kernels in bread.

Develop a creative range of baked goods by adding

Sapore Softgrain also brings the perfect golden

10-30% Sapore Softgrain on dough weight to

malted look to your finished product.

white bread, brown bread, baguettes, Ciabatta, sandwiches, etc.

The healthy option Sapore Softgrain contains only whole-grain kernels

Quality assurance

and seeds; the fibres and minerals from the husk are

Thanks to the high temperature boiling process,

completely preserved.

Sapore Softgrain is safer than normal soaked or therefore malted grains and is therefo f re totally in line with fo

Ready to use

f food safety f requirements. fety

No soaking of the grains is required. Add d the grains straight to the dough at the beginning or end off mixing mixing,, to make different types of bread with ith one dough.

Sustainable and local Reduce your ecological footprint by taking advantage of locally grown grains to support the local economy and meet regional tastes and nutritional needs.

Corporate lines only The corporate lines can be used on their own as a graphic element. Never apply more than one set of lines on a page. Never put text over the corporate lines. For correct usage: see ‘Position on page’ on page 45.

Our customers expect 100% commitment Total quality

Sustainability

Safety and Health

We commit to develop, produce and distribute top quality products and services. The implementation of an integrated Total Quality Management programme is a key success factor in the level of excellence and in the reliability of our products and services.

We commit to develop, produce and distribute products throughout the world that meet and exceed legal, international food safety requirements. A healthy working environment, where training and safety promotion is our common duty toward our employees, subcontractors, suppliers and customers is of utmost importance to us.

We commit to achieve our strategic, economic and operational goals while managing our ecological footprint, and respecting all our stakeholders and local communities.

Using half the wave 58

It is allowed to use only one half of the wave and Korea

Global Markets

Belgian Chocolate Night in Korea

On September 1 a special sweet ‘Belgian Chocolate Night’ was held in Korea at the Belgian Ambassador’s residence. Through the event, guests were introduced to Belcolade’s Origin chocolates (as a start-up for its launch) in combination with the Cyrano project and the FoodPairing concept. The event was held outside in the residence garden and guests included our key customers ranging from top hotels, industrial and franchise customers (such as Lotte, Dunkin Donuts, Baskin Robbins), and professional chocolatiers, with specially invited reporters as well as guests of the Belgian Ambassador which included other ambassadors and consuls. Welcoming remarks were given by the Belgian Ambassador Mr. Pierre Clement Dubuisson, General Manager Sung-Won Tae and Korean Bakery Association Chairman Suh-Jung Kim. As the sun slowly began to set, in the outside garden Belcolade Center Supervisor Stef Aerts finished his presentation on Belcolade’s Origin chocolates and FoodPairing project, and guests were invited inside the Ambassador’s residence for the highlight of the evening. Here, in a cooler setting, a chocolate buffet was presented in an elegant romantic ambiance that included a sweet array of products made with Belcolade Origin chocolates using the FoodPairing concept. Viewing this, guests were in utter fascination of the beautiful artworks and once

again when tasting the delicious cakes, drinks, macarons, pralines, and mousse all made from real Belgian chocolate. Their aroused curiosity and interest at the appealing products inevitably resulted in a slow queue at the buffet as they read the product descriptions and carefully examined the exquisite products.

to let only the lines continue on the other half of the spread.

Guests were in utter fascination with the beautiful artworks all made from real Belgian chocolate. After the guests were able to fully experience the real taste of Belgian chocolates together over laughter and conversation, back in the garden where the sun had now set, they were served a dinner buffet over live music played in the background. In their minds on their way back home, surely they were not only leaving with a gift of pralines of Origin chocolates but an awareness and acknowledgement once again of real Belgian chocolates represented by an increased impression of Belcolade. This year when our Belgian Chocolate Night was held in Korea it was also especially meaningful as it was the 110th anniversary of diplomatic relations between Belgium and Korea. Commemorating this together with our customers and the Belgian embassy with their collaboration of the event had made it a more symbolic, special Belgian Chocolate Night for us. Lisa Park Marketing Manager

Puratos Company Identity Guide

47


Lorem ipsum Non isiscilit vullan exit argum

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 48

18/06/14 13:43


Pretacao The smooth paste with the cocoa taste

Acti-Fresh Freshness enhancer for cakes

BRO BAK Pretacao BE EN.indd 1

BIN PAT Actifresh Binder BE EN.indd 2

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 49

25/06/12 14:24

22/08/12 09:13

18/06/14 13:43


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 50

18/06/14 13:43


Ulluptatquossum iundiss Sit qui voluptio occusamus, eiusa pel ius moles molupta poris alignis aut dempor magnatisse denditin prem quis di cullitas voluptatur solore, que quunda quam es a dolupturepe quasi utem que exerio et aborro et volores simendemos et, volorpo reictum et aut volorrovit laboribus si officaborum fugiti repe magniminum solut ipsam nulluptam ulpa aut voluptaeped quideli quaeptatur sus, totassit volorem incturem rehenet ma quiandae alicaborpor rem a seditas ius.

Cimagnam, sitaturibus INSERT CODE

Seditat uriberit ped quodi officias sendi non rae mostium aut rat ratinctates quid es et voles et omnimaio. Ed qui accupta sita ature evenderorum ne pra quam fuga. Itatquam, ut remos aut ut dolorio sandam, qui ilitaspis dolorer ibusdam harum sequissit, inctoritiur suntur sus, omnist is apidia etusciam.

www.puratos.com

INSERT CODE

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

www.puratos.com Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

Subtitle Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. Call for attention Lorum Ipsum.

Subtitle Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.

Ulluptatiunt quossum iundiss Equamenis nis exerumq uaspeliatque et, omnihicabo. Aximi, qui acculluptis ersped et faccum quo coneturias eos doluptiae niam, cust, sitasi tem est anitatesti oditam conseque nim nobis entem aliquunt et quidusa ntemperum invent mod magnis sit ipis ium entiis soluptatur, illaudi sciisinum ut estrunt aut intissimus eatempo riorro mo eum inveles aut quae eate ex ex et volorum veles sit, ut earum fugias ut re ea prae solupta eratemp eriandusci simus quia nobit fugiatur?

Subtitle Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat.

Hent. Sit qui voluptio occusamus, eiusa pel ius moles molupta poris alignis aut dempor magnatisse denditin prem quis di cullitas voluptatur solore, que quunda quam es a dolupturepe quasi utem que exerio et aborro et volores simendemos et, volorpo reictum et aut volorrovit laboribus si officaborum fugiti repe magniminum solut ipsam nulluptam ulpa aut voluptaeped quideli quaeptatur sus, totassit volorem incturem rehenet ma quiandae alicaborpor rem a seditas ius.

Subtitle cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut adcquiring an extensive experience in the baking.Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.

Us suscimagnam, sitaturibus Seditat uriberit ped quodi officias sendi non rae mostium aut rat ratinctates quid es et voles et omnimaio. Ed qui accupta sita ature evenderorum ne pra quam fuga. Itatquam, ut remos aut ut dolorio sandam, qui ilitaspis dolorer ibusdam harum sequissit, inctoritiur suntur sus, omnist is apidia etusciam nonsequo tet eum fugia nonet laborpo ratius modi doluptates estio quassequunt lit ra as volorem restrum et volupti qui cus sequiasimus sinis min rem dolupta sperfer ferepelite doluptat unt ut audae con cupictem ex el ma cone qui venitatiis et reperum rehenissi officid est excero beate laborrum am fuga. Itatur, niscim lam delescimi, sitatatur ant est autas dolor ad quiam, alic to quiatur?

INSERT CODE

Num, que occae consed qui quidus

www.puratos.com

Quiscie nitestiore omnimin eatur sinihil iquaspicia voluptae sum ipsunti renis adignam endem et la corum quationserum ipiducium faceaque volupta quatiis necabore pre qui quat. Quid ute as peristin repero ipsunti onsendes duci quaeper spedignis as sam rae nonsequ iaererr ovidist audiat.

INSERT CODE

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

www.puratos.com Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 51

18/06/14 13:43


Document grid

All our communication is designed to be arranged in a very precise grid so that all elements can find their rightful place.

A document grid is a framework that forms a foundation on

InDesign

which to build a carefully measured, structured page layout.

For specific communication items that have to be created,

It combines non-printing margins, columns and guides into

this document offers you technical guidelines for the desktop

a framework that is especially useful for creating consistent

publishing program InDesign. Adobe InDesign is the standard

layouts in long, detailed documents such as brochures,

software that the Group Communication Department uses.

magazines and newsletters.

If you use other desktop publishing software, you will have to recreate this grid according to the details shown here on

Templates

the right.

A number of templates are at your disposal. These templates contain a grid that helps you create clear and consistent page designs.

“The reason we come here is because we know what we’re getting: good healthy sandwiches and a great place to meet with friends. A perfect reason to capture the moment forever!� Michael - Consumer, North America

> A4 double page spread

52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 53

18/06/14 13:43


3

Rédactionnel

Bientôt 2013, une année pleine d’espoirs Happy New Year · Feliz Año Nuevo Bonne Année · Frohes Neues Jahr Gelukkig Nieuwjaar · Felice Anno Nuovo Feliz Ano Novo · Il-Festi T-Tajba Ευτυχισμένος ο Καινούριος Χρόνος Godt Nytår · Hyvää Uutta Vuotta Gott Nytt År · Godt NyttÅr · Gleðilegt Nýtt Ár Yeni Yiliniz Kutlu Olsun · Šťastný Nový Rok Srećni Praznici! · Sretna Nova Godina Srećna Nova Godina · С Новым Годом Szczesliwego Nowego Roku · Laimingų Naujųjų Metų Athbhliain faoi Mhaise Dhaoibh Laimīgu Jauno Gadu · Head Uut Aastat Boldog Új Évet · Chúc mừng năm mới

2012 se termine déjà. Quelle année mémorable pour la Belgique et pour le monde !

Et, pour Puratos, une année pleine d’innovations, de bouleversements, d’imagination, de changements, de crise, d’excellence, d’évolutions, d’événements marquants, de volatilité, d’incertitudes et de grands exploits. Sans oublier un peu de stress avec SAP. Bref, une année en montagnes russes pleine d’émotions et de réalisations de toutes sortes. Vous en découvrirez quelques-unes dans ce numéro. A peine l’heure des bilans sonne-t-elle que se profile déjà le futur. Un futur, comme d’habitude, plein de projets, de défis, d’ambition, d’audace et d’innovations. Du vrai Puratos, comme il se doit ! Mais avant de se lancer dans cette nouvelle bagarre, un peu de repos sera le bienvenu. Tout comme la joie des fêtes de fin d’année et l’espoir qu’entraîne le renouveau de l’année qui vient. En effet, pour l’avenir tout est permis, pour le passé, il est déjà trop tard.

Честита Нова Година · La Mulţi Ani Selamat Tahun Baru · Manigong Bagong Taon ·

A toutes et tous, une excellente année 2013 !

· ·

·

La rédaction

Unicorn est le magazine trimestriel pour et par les employés du groupe Puratos belge Comité de rédaction : Ilse Van Den Broek, Lily Colembie, Gina Dejonghe, Nadine Lepoivre, Virginie Poels, Karin Steenwegen, Petra Demaertelaere, Pascale Jantcheff, Sabien Pollet, Sofie De Leeuw, Alex Van Geet, Georges Grignard Impression : Arteprint Lay-out : Wils & Peeters

Toutes les idées, suggestions et contributions rédactionnelles sont les bienvenues. Contactez Gina Dejonghe : gdejonghe@puratos.com

PUR_2491_unicorn_dec2012_FR_def.indd 2

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 54

12/12/12 09:27

PUR_2491_unicorn_dec2012_FR_def.indd 3

A toutes et tous, une excellente année 2013 ! 12/12/12 09:28

18/06/14 13:43


BAKERY

infocus focus title of chapter

Create ate value alue in baked ak through ggoods oods th ough texture xtu and n nutrition utrition. Del dolor sed elent inibh exerit, velit wisi blaore te tet aute dignim incinci tis aliquat, vero doloreet nullaor sit doloreet ad eugueratum dolore. Tea T ea ad delendrem euguer sequip exeratie dolummy nibh ero od do dolore tat lum delisim dunt irit alis dolorpero conse verostrud ent do od min euisi enit voloborer sequat aute faccum ipsustrud et loreet, velisl incing ero odigna feugiam quatum vel illan vullut praesed eugiamcore digna commy nis alit vel diate tat. Ommy nis am, vendrem ad dolore tat, consequisi. Tate T ate velit nit aut vel utpat. Faccums andipit pratio delendre delesenis et adigna feu feugue do con utpat. Ut dolobore modigna feuipismod tate min enis am delessis alis ametue faccum zzrilit ad min ut velenit numsandignim volobore tin utem ea atum veliquatie dolorper iriure dolortie magnis nos alisi bla alisci bla ametumsandre dit lam. iriliquisi. Riuscin ut praestrud el doloreet velis nullaore vel dolore ver sequam dolor sustie etum doleniam, sequam dolorerostio dio doloreet, quat. Duismol ortiniam, quisim delit wiscips uscilluptat adit, quate deliquis alit lum quissisit aliquam audunt aci tin henim esendio ea feuis ad eliquis alisi bla augue tat iriustisi tet praestisi.•

Del dolor sed elent inibh exerit, velit wisi blaore te tet aute dignim incinci tis aliquat, vero doloreet nullaor sit doloreet ad eugueratum dolore. Del dolor sed elent inibh exerit, velit wisi blaore te tet aute dignim incinci tis aliquat, vero doloreet nullaor sit doloreet ad eugueratum dolore. Tea ad delendrem dolummyy nibh eero dolore tat d delend em euguer sequip exeratie x tie dolum o od do dolo duntt irit alis dolorpe dolorpero ent lum delisim du o conse vverostrud o nt do od min euisi enit voloborer sequat aut aute ffaccum ipsustrud loreet, er sequ cum ip strud et lo eet, velisl elisl incing eero o odigna feugiam quatum vel vullutt p praesed eugiamcoree digna commyy nis alit vel eugiam qu a el illan vull a sed eugiam diate tat. Ommyy nis am, vendrem t. Om em aad doloree ttat, t, consequisi. onsequisi. Tate velit elit nit aut vel utpat. pratio delendree del delesenis t. Faccums a cums andipit p tio delend esenis et adigna digna feu ffeugue eugue do a U euipismod ttate a e min enis am del ssis alis con utpat. Utt dolobo doloboree modigna feuipismod delessis ametue faccum utem ea cum zzrilit aad min utt velenit elenit numsandignim um andignim volobore olobo e tin ut eliqu tie dolorper iriu atum veliquatie iriuree dolortie. •

34%

Create e t value alue in baked ak oods th ough texture extu goods through nutrition and n trition.

lorem ipsum dolorem

Create a e value alue in baked ak ggoods oods th through rough xture and nu trition. Lo em ip um texture nutrition. Lorem ipsum Tat, t, quipsustrud quip s tis acin cin ute tem em quam, vel essi. si. Gue tin vel el inibh eliqu eliquat. Boru t llutee eugiam, quisim eent n la feuipisi. euipisi. Ignis au atum deliqinciliscip tion ulputat autpatum se dolo cil u euis exer er ing eni se Doleni ssec wisi esse dolore tee dolorpe rraesed tee facil ufeuis enisse Dolenissectet eum ipis aliqu ulland em irilit il in vvelit elit exerit, vveros os at. • bla feum aliquatt nullandrem

Jean-Marc Fiers loremipsum dolorem Spain

Um augait, se vullan endionsed tem acinim nim vent aliquatis am quam ea faciduis accummy nit nulpute et, cortissequip essi. Borer se magnim volese exercil issisis nit vent nim iuscin veliqu veliquisis alit ut dolenim vel irit dipis dolore te veniamcoreet nos dit nim quis dipit ilit dolobor ilis nit wis aliquis nulputa tumsan utem quate vel ip eliquisi. Um augait, se vullan Ustrud U trud tincing et, summodo ummodo lortio eeratue dolenis dolor illa facidunt cidunt wisi blan henit wismodo lorper at, t, sim eu facillaor aor sit dolutatt no nosto iuree et wis dol st esto o od minim iu duntt lore henissectee vulla am amaliquisl du lo e tin heni modolore cconse onse tie eliquisci blamconsecte blamc e modolo dolobore vvelis elis aliquam, consequisl onsequisl del utat at dolobo

feugait quissi f ait irillan veriuree eero r dolesse se qui eraessi exerat quat e x a la acilit cilit wisim aliscillum qu praesectem p em iurero iu o del esent se t amet ad d ttat. Ut alit alis dolortisim nostis doluptat. no tis eeros os dolupt Iscil dit irit n nullaore ttem em incin veniam eniam alit velendre v e tat t t aciduis ciduis am quis nonsed modio dio el elessim elessim nonsed dion et nulputa ulpu tuerciliqui e ciliqui ttat augait numsan ums volutat, t consed eu faccum eugait cum ing eu ait aliquis adio dio dio conse faci dolorperos f exx eui tationse tationse dignit dolorpe os eugiating dionulputem eugi ting exx er att dio ulp em dignibh et et ex exeraestrud r strud tin utat. a Atet aadignisit dignisit lum augiam, ipsustrud ugiam, con on henim nit ip strud tin ut num dunt n n lutpat u t aliquisi bla facip cip et. Lestions equatum dunt verat. L tions equ tum du t. Duis alit doluptatue dolupt tue dolobor eercilit cilit lortis nim nos dit adio dolessit loree mod m magnibh dio dol e gnibh el do consequam, ad consequam, sissis si d euisido consequam, onsequam, sissis ad sissis si d euisi. do consequam, onsequam, si sis ad euis.nim nit ipsnim nit ips.

Um augait, se vullan OsOstrud dolorpero doloreet vullaorer OsO trud tie dolorpe o dolo eet vull iliquatee duis amet, con iliqu on hendipis alit am, vulputat. iuree dolum dolumvulp t. Ro o core tee ming er iu diat SuEquamet aute tatee di a at vercipisi. cipisi. OsOstrud dolorpero doloreet vullaorer OsO trud tie dolorpe o dolo eet vull iliquatee duis amet, con iliqu on hendipis alit am, vulputat. iuree dolum dolumvulp t. Ro o core tee ming er iu dolorpero doloreet Suscitrud tie dolorpe o dolo eet vu duis vulputat. amet, con on hendipis alit am, vulp a Ro c tee ming er iu core iuree dolumSusciliquisl ut feum eum dol sequisl essequis sequis nim vvent ute dolesequisl v nullut ull t nonsequatue nonsequ tue tet, vent. nt. trud velit dolorpero doloreet dolo eet vull er iliqu tie dolorpero vullaorer iliquate con hendipis alit am, vulpu duis amet, con vulput Ro core o ttee s amet, con on hendip o te tat. hendipcore ois alit am, vulputat. vulp o core o te s amet, ccois Ro iu e dolumSusciliquisl ut ming er iure ute ffeum dol sequisl es sequis nim vent velit elit nullut dolesequisl essequis nonsequ tue tet, vent. n • nonsequatue

> A4 double page spread

Our customers expect 100% commitment Total T otal quality

Sustainability

Safety and Health

W commit We ommit to develop, elo , p producee and di distribute ut top products services. implementation of quality p oducts and se r s. The impleme a an integrated Management i r ed Total otal Quality Man eme programme rog amme is a key success s cc factor or in the level le el off excellence ellen e and in products services. the reliability eliability off our p oducts and se

W commit We ommit to develop, elo , p producee and di distribute ut products throughout that p oducts th r ut the world orld th at meet and eexceed legal, international le tern ffood ood safety rrequirements. equi ts. A h orking eenvironment, vi onme t, whe aining and healthy w working where training duty ssafety promotion romotion is our common ommon d u toward a d our empl e subcontractors, r t upplie s and cu ome is employees, suppliers customers of utmost importance o st importan c to o us.

We commit ommit to achieve ve our strategic, egic, eeconomic onomic and operational managing tional goals als while man ging our eecological ologic footprint, t, and respecting specting all our stakeholders ta eholde s and om uniti local communities.

““As As production pr c o manager, I keep k ann eye on every product that make and pr pro that we ma ensure ensu that at it meets me the required quality qui d qu a standards. I do appreciate reciate working with r aas tthey hey are just as Puratos ommi ed as a I am.” committed Mr Feng eng - Pr Production oduction Man Manager k y Indu r Asia Bakery Industry,

> A4 double page spread Puratos Company Identity Guide

55


Corporate communication

56

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 56

18/06/14 13:43


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 57

18/06/14 13:43


Corporate signage outdoors

The main buildings of each Puratos company should bear the Puratos logo. The exact positioning and size need to be defined according to the characteristics, shape and size of the building.

Outdoor logo sign

Façade signs should stand out and be clearly visible from a distance. Always make sure the placing of a façade sign is in agreement with local regulations. We do not always have to brand the entire building – sometimes a few signs can make the difference. Please consult the Group

Reliable partners in innovation

Communication Department for advice.

RAL colours exterior RAL 3000 Flame Red RAL 3003 Rubinrot RAL 3004 Purpurrot RAL 8016 Mahogany Brown RAL 7022 Umbragrau RAL Caparol Onyx 220 > Puratos Headquarters

> Puratos China

> Puratos Italy

58

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 58

18/06/14 13:43


MER FLG Flag 150x200 central_HR.pdf

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 59

1

20/08/12

14:41

18/06/14 13:43


frames are painted in Platinum Grey RAL 7036.

RAL colour doors & windows RAL 7036 Platinum Grey RAL colours interior - Accent colours RAL 8004 Copper brown RAL 2011 Deep orange RAL 4010 Magenta pink RAL 3000 Flame Red RAL 1005 Honey yellow RAL 9001 Cream white

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 60

18/06/14 13:43


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 61

18/06/14 13:43


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 62

18/06/14 13:44


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 63

18/06/14 13:44


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 64

18/06/14 13:48


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 65

18/06/14 13:48


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 66

18/06/14 13:48


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 67

18/06/14 13:48


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 68

18/06/14 13:48


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 69

18/06/14 13:48


Just one question counts when it comes to your career:

Do you have the appetite? Consumers are increasingly conscious of the quality of the food they eat and therefore are becoming more demanding. Puratos creates, produces and distributes worldwide a range of ingredients for bakers, pastry-chefs and chocolatiers. Puratos is a global company with a workforce of 5,300, known for its passion for innovation in over 100 countries. The more our company grows, the stronger our pioneering spirit becomes. This, coupled with a commitment to our employees and partners, is what makes working at Puratos so unique.

Function title More detailed description of function Evendis es a volorum: erum que con nosande llanda cusa parumquunt aut ex et ex est, quatem is modi culpa sum quae quam res dolento ipsapicim que pos atibusam qui volupta spicim non rest, et untota con re consente dolut veles veriti officiae. Et la volupitas ea dio et quiduci destia que quis alit, volo officia am, nos aut dolorrum quam rerro et re num qui quate dolori non nus cusdam imolupt atquidus sinusti umenis di volupiet aceatem dest. Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepudaes re dolupta tiosandus ulparum sinis eatas magnatur recti quiatur eperemp orrorectur magnis rectenda dolores est, accus cume ese volorro rporemolo corrovit rempores ut doluptatur aut labora asped quiam quiatis eos adipieni simus earum ducipsum eatem net pliquid et velia nonsediam, quiam excea dolupta qui doluptae erspelecera dus, occus.

rporemolo corrovit rempores ut doluptatur aut labora asped quiam quiatis eos adipieni simus earum ducipsum.

Interested? careers.puratos.com

INSERT CODE

Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepudaes re dolupta tiosandus ulparum sinis eatas magnatur recti quiatur eperemp orrorectur magnis rectenda dolores est, accus cume ese volorro

Puratos, Industrialaan 25, B-1702 Groot Bijgaarden

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 70

18/06/14 13:48


Just one question counts when it comes to your career:

Do you have the appetite? Puratos creates, produces and distributes worldwide a range of ingredients for bakers, pastry-chefs and chocolatiers.

Function Description

Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepudaes re dolupta tiosandus ulparum sinis eatas magnatur recti quiatur eperemp. Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento recti quiatur eperemp.

INSERT CODE

Evendis es a volorum: erum que con nosande llanda cusa parumquunt aut ex et ex est, s aut dolorrum quam rerro et re num qui quate dolori non nus cusdam imolupt.

Interested? careers.puratos.com Puratos, Industrialaan 25, B-1702 Groot Bijgaarden

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 71

18/06/14 13:49


Geoffrey McDowell Communication Manager

geoffrey.mcdowell@puratos.com Tel: +32 2 123 45 56 - Mobile: +32 476 12 34 56 Puratos NV/SA - Industrialaan 25, Zone Maalbeek B-1702 Groot-Bijgaarden, Belgium - www.puratos.com

Mister Ipsum Dolor aut exit Street 2 2000 City Belgium

Our reference:

OREF2010/0310201

Date:

31 May 2010

Your reference: UREF

Contact person:

Geoffrey McDowell, Communication Manager

Lorem ipsum, Nusciis ut qui ventorio. Neque nullecae ent que pro ius, veliquae necepel endio. Ga. Ut aut vitaeped eari dolorei untotate pra nos sandandi dolorun desciat uressi od quam quiam repelicto conet magnihil maxime sum facipicto et intio excest, que cus ea quia sunti quis et aut vel magnatatur sequi utem fugiam sequibus sum ipsam ut pre verum fugiam quunt fuga. Itat. Evendis es a volorum erum que con nosande llanda cusa parumquunt aut ex et ex est, quatem is modi culpa sum quae quam res dolento ipsapicim que pos atibusam qui volupta spicim non rest, et untota con re consente dolut veles veriti officiae. Et la volupitas ea dio et quiduci destia que quis alit, volo officia am, nos aut dolorrum quam rerro et re num qui quate dolori non nus cusdam imolupt atquidus sinusti umenis di volupiet aceatem dest, officie nihitiscimet optinciatium nus nimil ipsaecu ptaepro berere voluptio escietur acerrum in rerita num, auta id utem qui utempostrum exerro beat quaerae sequiat fugiatestrum et

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 72

aliquundus verum rem rem volorro rempostotas voloreprat liquam, cuptaectecab iditis et fugit od mod modis netum,

18/06/14 13:49


Mister Ipsum Dolor aut exit Street 2 2000 City Belgium

Our reference:

OREF2010/0310201

Date:

31 May 2010

Your reference: UREF

Contact person:

Geoffrey McDowell, Communication Manager

Lorem ipsum, Nusciis ut qui ventorio. Neque nullecae ent que pro ius, veliquae necepel endio. Ga. Ut aut vitaeped eari dolorei untotate pra nos sandandi dolorun desciat uressi od quam quiam repelicto conet magnihil maxime sum facipicto et intio excest, que cus ea quia sunti quis et aut vel magnatatur sequi utem fugiam sequibus sum ipsam ut pre verum fugiam quunt fuga. Itat. Evendis es a volorum erum que con nosande llanda cusa parumquunt aut ex et ex est, quatem is modi culpa sum quae quam res dolento ipsapicim que pos atibusam qui volupta spicim non rest, et untota con re consente dolut veles veriti officiae. Et la volupitas ea dio et quiduci destia que quis alit, volo officia am, nos aut dolorrum quam rerro et re num qui quate dolori non nus cusdam imolupt atquidus sinusti umenis di volupiet aceatem dest, officie nihitiscimet optinciatium nus nimil ipsaecu ptaepro berere voluptio escietur acerrum in rerita num, auta id utem qui utempostrum exerro beat quaerae sequiat fugiatestrum et aliquundus verum rem rem volorro rempostotas voloreprat liquam, cuptaectecab iditis et fugit od mod modis netum, et est, comniende aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepudaes re dolupta tiosandus ulparum sinis eatas magnatur recti quiatur eperemp orrorectur magnis rectenda dolores est, accus cume ese volorro rporemolo corrovit rempores ut doluptatur aut labora asped quiam quiatis eos adipieni simus earum ducipsum eatem net pliquid et velia nonsediam, quiam excea dolupta qui doluptae erspelecera dus, occus. Ecte vollitisqui qui conseditatur sitaecu lparuntiat ut a volupta secepedias ipsaepe rspiciis que omnimporat. Fugiandae. Tiaecturem quod quiaecu sapite nit, corem elenimod quam, cus perumqui voleseq uatusa int ea aut evelique pa volor ma volorep erunt.

INSERT CODE

./..

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com KBC 432-4016331-92 - IBAN BE12 4324 0163 3192 - Swift KREDBEBB Fortis 210-0150700-14 - IBAN BE94 2100 1507 0014 - Swift GEBABEBB BTW/TVA//MWS: BE 0438.632.416 - RPR/RPM: 0438.632.416 - Kh. Brussel / Comm. Bruxelles

www.puratos.com

Reliable partners in innovation

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 73

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 74

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 75

18/06/14 13:49


Puratos, reliable partners in innovation

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 76

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 77

18/06/14 13:49


Online

All of our websites have been created within the Tridion system. It allows you to easily change the content and the pictures yourselves as well as regularly generate new ones. Even though you have some degree of flexibility in terms of creating your local content pages, you should always adhere to the group communication strategy, principles and values. As we want to show our customers that we are close to them, that we want to inspire them and innovate with them to grow their business, each of our local websites should express this by developing the specific contents customers of a particular country are expecting from their local Puratos company. At the same time, every Puratos website must be clearly identifiable as part of the Puratos Group. It is therefore crucial that you create appropriate local content while retaining the visual look and feel of all Puratos websites. Keep your site alive and interesting by making constantly new content available. The local website consists of several content areas, but only the primary and secondary content area should be adapted to your regional needs. You may not adapt the background, the banner nor the breadcrumbs areas.

Writing for the web

Put the most important

Make your text easy to scan.

Navigational links.

information first.

• Provide meaningful headings and

• Make sure the user is always able to get

• Start your text by telling the reader the conclusion, then relay the most important supporting information, and conclude with the background.

subheadings that let the reader know

back to where they came from.

what each section is about. • Graphics, captions and tables of contents can also make information easier to scan on the web.

Break up the text.

Keep it simple.

Links and buttons.

• Divide your text into coherent sections

• Write in simple, short and clear

• Link copy must highlight descriptive

or chunks to make it easier for the

sentences.

user to get the information they want

• Use the active voice.

without unnecessary scrolling.

• Eliminate superfluous words and

• Use hyperlinks to provide multiple complementary explanations that the readers can choose to explore

phrases. • Have also a look at the overall tone

words that are easy to understand. • Links should invite action, supply additional information or address questions arising from page content. • Buttons are a call to action.

of voice on p 30-31

according to their personal interests. • Remember that readers can enter a site on any page, so make sure each one is independent and provides relevant context so as not to disorient the reader.

78

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 78

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 79

18/06/14 13:49


Page structure basics

Around the world, Puratos websites should differ in content

Background image (cannot be changed))

to provide an engaging website that answers to your local customer needs. At the same time, every Puratos website

Header (can be changed)

must be clearly identifiable as part of the Puratos Group. It is therefore vital that you create appropriate local content

Banner and login area (may not be changed)

while retaining the visual look and feel of the global website. Primary navigation (can be changed, only with These guidelines will help you use the Puratos website

agreement of the Group Communication Department)

template in the best possible way. And remember, it is only by providing engaging content that our websites will help

Banner area (may not be changed)

our customers connect to Puratos in a meaningful way. Keep your sites alive and rewarding, by making constantly

Breadcrumbs (cannot be changed)

new content available. Secondary navigation (cannot be changed) Every website consists of several content areas, but only the primary and secondary content area should be adapted

Primary content area

to your regional needs. You may not adapt the background,

The main information goes here, such as the article text,

the banner nor the breadcrumbs areas.

photographs and tables. For details, please consult the next page. Secondary content area Content related to the primary content, but of secondary importance, goes here. For example, related links or downloads. You can also add attention-grabbing ‘Did you know?’, ‘Information’ or ‘Download’ boxes. This area enables you to link through to different content across your site, which makes visiting your site a more rewarding experience. Doormat (cannot be changed) Footer (can be changed)

80

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 80

18/06/14 13:49


area that cannot be changed

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 81

area that may not be changed

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 82

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 83

18/06/14 13:49


Discover Discover Discoverhow how how international international international expertise expertise expertisecan can can help help helpbuild build build your your yourlocal local local business business business

CLICK CLICK CLICKHERE HERE HERE

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 84

Discover Discoverhow how Discover how nutritional nutritional nutritional knowhow knowhow knowhow can canhelp helpyou you can help you to todevelop develop to develop your yourproduct product your product portfolio portfolio portfolio CLICK CLICK CLICKHERE HERE HERE

Discover Discover how Discoverhow how innovation innovation innovation can can become canbecome become your your most yourmost most important important important business business business driver driver driver CLICK CLICK CLICKHERE HERE HERE

18/06/14 13:49


Some important tips to make your banner effective • Make sure that the content of your banner is relevant for your audiences. They must immediately grasp that it is worthwhile to click the banner. • Use influential, activating words in your text. • Often, it is a good idea to keep the same headline on your banner that you have on your landing page or entry page. When people click through the banner, they will come to see the same headline that sparked an interest in them in the first place. • Do not forget to always put the “click here” button. People are still used to off-line advertising and don’t realize that they are actually meant to click on it to find out more. The “click here” call to action improves the effectiveness of your banner. • Add next to the click button a message why they should click on this button. • Make the banner dynamic for improved impact and make sure it is always/only displayed near appropriate and relevant content. • Always include the Puratos logo: it will increase brand recognition even if the banner isn’t clicked.

> 300 pixels x 250 pixels Typography Text in banners is put in Sansa Normal or in Sansa Semibold (eventually, with a soft shadow), but only if this is necessary to guarantee legibility (for example, when the text is partly put over the image). Gradients

Discover how nutritional knowhow can help you to develop your product portfolio CLICK HERE

Discover how nutritional knowhow can help you to develop your productportfolio PUR_3503_update_guidelines_juni2014_BDS_A4.indd 85

Use one of the three Puratos gradients as a background for text in banners; and have it fade out over the picture. Buttons See guidelines p 82

Puratos Company Identity Guide

85

18/06/14 13:49


vision

infocus

MAGA ZINE

NEWSLETTER

Magazine voor wakkere bakkers en pittige patissiers September 2011

The newsletter of Puratos Industry Solutions

january 2012

Innovatie & Inspiratie Ontdek de nieuwe recepten voor het eindejaar

In this issue Lorem ipsum dolorem — p3 Dunt praestrud dip endio Et lipsum dolorem est lipsum — p8 Nelesto erostio commolortie vendiam Lorem ipsum dolorem est — p12 Blaore vero od dolore dolobor sustrud dolore volore suscill utpatum Et lipsum dolorem et lipsum — p14 Duis nit lum nit lor suscill utpatum

Create value in baked goods through texture and nutrition

Dear customer, welcome to the first 2009 edition of our Asian Infocus magazine. The consumption of baked goods in Asia keeps growing, as confirmed by all sources and statistics at our disposal, and this in spite of the worldwide economic crisis. In such circumstances, we as Puratos are more than ever convinced about the need to help you to create value in the bread, rolls, pastry and cakes that you are producing and selling. Focusing on price and cost is, of course, a relevant concern in tougher times. What is more important however is to stand out from the crowd and make products which respond to consumer preferences. Asian consumers want to eat bread or cakes with the right taste, texture (a broad concept which covers freshness, so€ness, bite and many more aspects) and appearance. They clearly desire healthier products which comply with the highest food safety and quality standards. We at Puratos are focusing more than ever on

GJA002001 Puratos_FinAnnee_Complet_NL6.indd 1

helping our customers to develop, produce & market their baked goods along these lines. We are therefore also increasing the number of consumer (sensory) analyses to ensure we offer you the right solutions. Our Second Industry Seminar, now called Innovation & Nutrition Summit, being held in Guangzhou on March 31st & April 1st 2009 , is zooming in on creating value in baked goods through textural solutions & nutritional benefits, and is a sign of our continued commitment to help you develop your business. Our Puratos Account Managers, R&D and Marketing teams across the region will be following up on all sim irit laor iureetu msandigna feu feuismo dolore enis ad et dolor ipi. Rud eugueri uscidui smodolore minit iandre prat velisit elesequi eu faccum zzrit venit lorem dolesse ndionsequam eummy nulla acin velisl dolore faccummy niat iandre prat velisit elesequi. • Virginie Poels

5/09/11 16:51

Infocus Newsletter • 3

34%

Create value in baked goods through texture and nutrition.

H

et einde van het jaar is in zicht: stilaan tijd om aan de drukke eindejaarsperiode te denken. Wij hebben alvast een waaier aan nieuwe recepten voor u klaargestoomd. En wie kunnen we bij wijze van inleiding beter aan het woord laten dan onze demonstrateurs? Laat u vervolgens inspireren door hun recepten, ga creatief aan de slag en verras uw klanten met zalige zoetigheden en hartige creaties!

Michel Eyckerman De eindejaarsfeesten blijven voor mij een jaarlijkse reünie die in familiale kring wordt gevierd. Koken, cadeautjes uitdelen, gewoon samen zijn en genieten. De bûche met fruit en slagroom blijft een klassieker met Kerstmis. Voor de toekomst zie ik de verwachtingen van de consumenten steeds groeien. Innovatie is onmisbaar, aangezien mensen steeds op zoek blijven gaan naar nieuwe smaken, texturen, combinaties en afwerkingen. De kloof tussen dagdagelijkse producten en het topgamma zal steeds groter worden.

lorem ipsum dolorem

Create value in baked goods through texture and nutrition.

Ludo de Kok Halloween begint meer en meer een begrip te worden. Veel ondernemers doen eraan mee, waaronder ook bakkers en patissiers. Met Sinterklaas wordt bij ons nog steeds het schoentje gezet en gaan we op 5 december ’s avonds langs bij opa en oma. De specialiteit in Nederland rond deze periode, is de “deegventjes”, een sandwichdeeg in de vorm van een mannetje en details met rozijnen. Kerstmis is en blijft een gezellige periode. Ook bij het maken van kerststukken blijf ik creatief, net zoals bij patisserie. De Tulband en Kerststollen, rijke degen gevuld met rozijnen en krenten, zijn dan weer de specialiteiten in Nederland. In ons beroep, vergroten de wensen van de klanten onophoudelijk: aroma, smaak, visueel aspect en innovatie. Wij worden op die manier gestimuleerd om ons assortiment aan te passen aan de wensen van de klant.

Stéphane Janer

Didier Van Hove

Gezien mijn Franse oorsprong, heb ik Sinterklaas en zijn cougnous hier pas leren kennen. De kinderen kijken er elk jaar vol ongeduld naar uit. Het belangrijkste feest in Frankrijk is echter Kerstmis.

Sinterklaas is belangrijk omdat ik op mijn beurt kan zorgen dat mijn kinderen een onvergetelijke dag krijgen met snoep en cadeautjes. Speculoos, marsepein en chocolade komen tegenwoordig ook in enorme variëteiten voor.

Wij vieren het met de familie, maar afhankelijk van de regio, wordt dit op verschillende manieren gedaan. Bij ons wordt er gezorgd voor hartige gebakjes in bladerdeeg, zanddeeg,… De kinderen staan dan weer in voor het dessert, bûches op basis van biscuit en zoete gebakjes.

Kerstmis blijft een dag die gevierd moet worden met mensen die je zeer nauw aan het hart liggen. De nadruk ligt bij ons echt op het tafelen en brood speelt hier een belangrijke rol. Voor het dessert hou ik vast aan de traditionele bûche met slagroom of crème-au-beurre.

Volgens mij willen de mensen terugkeren naar de tradities en zijn ze ook meer en meer gehecht aan de cultuur van hun regio. De sterkte van de bakker, patissier of chocolatier zal zijn om zich aan te passen aan de vraag.

Naar de toekomst toe, is het belangrijk voor de artisanale bakker om zich te onderscheiden. Kwaliteitsvolle producten zullen samen met innovatie de sleutel tot succes zijn, en dat is waar Puratos een bevoorrechte partner kan zijn.

2

GJA002001 Puratos_FinAnnee_Complet_NL6.indd 2

Um augait, se vullan endionsed tem acinim nim vent aliquatis am quam ea faciduis accummy nit nulpute et, cortissequip essi. Borer se magnim volese exercil issisis nit vent nim iuscin veliquisis alit ut dolenim vel irit dipis dolore te veniamcoreet nos dit nim quis dipit ilit dolobor ilis nit wis aliquis nulputa tumsan utem quate vel ip eliquisi. Um augait, se vullan Ustrud tincing et, summodo lortio eratue dolenis dolor illa facidunt wisi blan henit wismodo lorper at, sim eu facillaor sit dolutat nosto esto od minim iure et wis aliquisl dunt lore tin henissecte vulla amconse tie eliquisci blamconsecte modolore velis aliquam, consequisl del utat dolobore feugait irillan veriure ero dolesse quissi eraessi exerat la acilit wisim aliscillum quat

3

5/09/11 16:52

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 86

GJA002001 Puratos_FinAnnee_Complet_NL6.indd 3

praesectem iurero del esent amet ad tat. Ut alit alis dolortisim nostis eros doluptat. Iscil dit irit nullaore tem incin veniam alit velendre tat aciduis am quis nonsed modio dio el elessim nonsed dion et nulputa tuerciliqui tat augait numsan volutat, consed eu faccum ing eugait aliquis adio dio conse faci ex eui tationse dignit dolorperos eugiating ex er at dionulputem dignibh et et ex exeraestrud tin utat. Atet adignisit lum augiam, con henim nit ipsustrud tin ut num dunt lutpat aliquisi bla facip nit ipsustrud tin ut num dunt lutpat aliquisi bla facip et. Lestions equatum dunt verat. Duis alit doluptatue dolobor ercilit lortis nim nos dit adio dolessit lore mod magnibh el do consequam, sissis ad euisido consequam, sissis ad euisi. do consequam, sissis ad euis.nim nit ipsnim nit ips.

Um augait, se vullan OsOstrud tie dolorpero doloreet vullaorer iliquate duis amet, con hendipis alit am, vulputat. Ro core te ming er iure dolumSuEquamet aute tate diat at vercipisi. OsOstrud tie dolorpero doloreet vullaorer iliquate duis amet, con hendipis alit am, vulputat. Ro core te ming er iure dolumSuscitrud tie dolorpero doloreet vu duis amet, con hendipis alit am, vulputat. Ro core te ming er iure dolumSusciliquisl ute feum dolesequisl essequis nim vent velit nullut nonsequatue tet, vent. trud tie dolorpero doloreet vullaorer iliquate duis amet, con hendipis alit am, vulputat. Ro core te s amet, con hendipcore te s amet, cois alit am, vulputat. Ro core te ming er iure dolumSusciliquisl ute feum dol nim vent velit nullut nonsequatue tet, vent. • Virginie Poels

5/09/11 16:52

18/06/14 13:49


infocus E-NEWSLETTER

The newsletter of Puratos Industry Solutions

January 2010

In this issue: • Tem ing eu faciliq uismodo lobore modit alisit lorercipis nonumsan. • Tullandre del ip eugue dolorpe raessenisit aliquat. • Pute feum ipis ad modolent laore dunt utat augait ut loboreetum duisissenim • Ferit illam, vulputet la facilisim volortinci blaortiscip et dolorero con utem

Create value in baked goods through texture and nutrition. Tie conse con henisl ut lorem zzriustie del utem ing exer sim dolesto elese tat do del dolesed tem zzrit nulla ad tisl ut ulputatem dip elisl ut voloboreet lorperit ex elit vel utpat laorem et wissi bla facipsuscil duisi et wisl utet, commod te velisl doluptat, summod magnit iureet alit lum zzriustrud tat velit augait la feuisit estissi.Si bla feugiam, core feugait inisis nisc. GET MORE INFO

Ud te dignisl er ipsustrud te min hent acip Ad ea atue dolore del delenis nonsequi te mincidui tion hent vulput ad elessi er iriure conse eu faciliquat. Im vulla con eum er alit ip eriliquis nostrud te dignisl er ipsustrud te min hent acip et vullam, sum init adit nim numsandipit praessectem nullaorem veliqui blaor iu tueraestin hendiam conulla conullut venisi blandre consed eugiamet, vent lan hendre facilit, susto ex exerat laore duissim nit lortincidunt laorem veliquamet lobor at. Magnism olendignit. GET MORE INFO

Ecte ent dolore minit velenim Ecte ent dolore minit velenim quam, quisl dolessed tat, vercing er sis nostie magnim niscing erat lum il ipsumsan ulla feu facilisl irit dolobor perciliquat nim vullaore magnim iurem nonse do ea coaut nim eliquipsum quatum nim in euisl ercin ut nummy nostis nibh eumsan henismod nt vent num zzrit dolore feu facin utat. Uptat wis amcon ut nos alit prat ut et, susci eraestrud ex ea feu feugiam nonullaore dionsed tveliquamet lobor at. Magnism olendignt. GET MORE INFO

Create value in baked goods through texture and nutrition. Ud et ad minibh etum ipit praese dunt wismod magna augue magnissenim dionsequisis am num inim zzriustrud dolesto odit augait acipit nim quisi. Putat vel utpat. Si tatis nonsenit, consequam, quat, conulla feuissectem il er at euis nit wis dipis num vero dolesed exero consecte tio od magnit iriustrud tionsequatum nis ad tet wis nonulpute modolor si tat, vel iure min volobor ilit, qui tet, vel utatumm odigna faccum dolore et, sectet. GET MORE INFO

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 87

www.puratos.com

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 88

18/06/14 13:49


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 89

18/06/14 13:50


Global Marketing Seminar 23 – 27 May 2011

May , 23 – 27 2011 Hotel Marivaux - Brussels Hotel Marivaux - Brussels

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

INSERT CODE

www.puratos.com

Once we will receive your confirmation, we will send you more detailed information on the seminar. Thank you. Please complete the registration at www.puratos.com/seminartitle

Register on line Tatue modit iurem iliquis nostrud tisi. Onulla facilis dolor summy numsandit dolorperat. Gait la acipsum alit, con henim in et, qui bla facinci lissendre tin ullaorper accumsan henibh euguer am, sectetum velendre do con volor sit in et nim dolorem velit wiscilissit nosto dionsectem velit num zzriustis nim num ad magna faccum vercillut vel ipis dolore modigna feuguercilit velit et pratum venit, velisciniat iurercing el et, sustismodit, sequat. Ortin henisim el ut inciliquam, sum amet iustis at velessecte cortio dolum illandrero conse magnim irit, conse feu facil ercillum zzril ilit, consequat, sim dolor sustion sequam el ero conulput essit lum nibh elit utem et incip ex esectet, consequipit nonulla feuip ea feuisl do dionum vel deli.

posterlandscape_V3.indd 1

411000_Seminar_Programme.indd 1

20/05/11 10:00

20/05/11 16:28

Location

Cake Symposium Invitation

Leuven March, 31st

invitation The newsletter of Puratos Industry Solutions

January 2010

In this issue: • Tem ing eu faciliq uismodo lobore modit alisit lorercipis nonumsan. • Tullandre del ip eugue dolorpe raessenisit aliquat. • Pute feum ipis ad modolent laore dunt utat augait ut loboreetum duisissenim • Ferit illam, vulputet la facilisim volortinci blaortiscip et dolorero con utem

Create value in baked goods through texture and nutrition. Tie conse con henisl ut lorem zzriustie del utem ing exer sim dolesto elese tat do del dolesed tem zzrit nulla ad tisl ut ulputatem dip elisl ut voloboreet lorperit ex elit vel utpat laorem et wissi bla facipsuscil duisi et wisl utet, commod te velisl doluptat, summod magnit iureet alit lum zzriustrud tat velit augait la feuisit estissi.Si bla feugiam, core feugait inisis nisc. GET MORE INFO

Ud te dignisl er ipsustrud te min hent acip Ad ea atue dolore del delenis nonsequi te mincidui tion hent vulput ad elessi er iriure conse eu faciliquat. Im vulla con eum er alit ip eriliquis nostrud te dignisl er ipsustrud te min hent acip et vullam, sum init adit nim numsandipit praessectem nullaorem veliqui blaor iu tueraestin hendiam conulla conullut venisi blandre consed eugiamet, vent lan hendre facilit, susto ex exerat laore duissim nit lortincidunt laorem veliquamet lobor at. Magnism olendignit. GET MORE INFO

Ecte ent dolore minit velenim Ecte ent dolore minit velenim quam, quisl dolessed tat, vercing er sis nostie magnim niscing erat lum il ipsumsan ulla feu facilisl irit dolobor perciliquat nim vullaore magnim iurem nonse do ea coaut nim eliquipsum quatum nim in euisl ercin ut nummy nostis nibh eumsan henismod nt vent num zzrit dolore feu facin utat. Uptat wis amcon ut nos alit prat ut et, susci eraestrud ex ea feu feugiam nonullaore dionsed tveliquamet lobor at. Magnism olendignt. GET MORE INFO

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 90

Create value in baked goods through texture and nutrition.

18/06/14 13:50


Global Marketing Seminar Designers Days 23 – 27 May 2011 May, 30 till June, 1 2011 Hotel Marivaux - Brussels Puratos HQ

posterlandscape_V3.indd 1

411163_DesignerDays_Programme.indd 1

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 91

20/05/11 10:00

27/05/11 09:25

18/06/14 13:50


Public Relations and the Puratos boiler-plate

A boiler-plate is a descriptive text about Puratos. The new Puratos boiler-plate text should be used when we want to describe our Group in a nutshell. You’ll see it’s been used in the corporate brochures and will in the future become a constant feature of all Public Relations press releases. It can also be used on the website of a partner or in a leaflet for a project we sponsor,...

“Puratos is an international group, which offers a full range of innovative products, raw materials and application expertise for artisans, industry, retailers and food service customers in the bakery, patisserie and chocolate sectors. Our headquarters are located on the outskirts of Brussels (Belgium), where the company was founded in 1919. Today, our products and services are available in over 100 countries around the world. In many cases, they are produced locally by our subsidiaries. Above all, we aim to be ‘reliable partners in innovation’ across the globe to help our customers deliver nutritious, tasty food to their local communities. For further information, visit www.puratos.com”

To add some more up to date facts and figures, have a look at the fact sheet on our Puranet (search for Puratos facts & figures in the search box on the homepage) or contact communication@puratos.com.

92

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 92

18/06/14 13:50


PRESS KIT 2012 - 2013 1st release - September 2012

-1-

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 93

18/06/14 13:50


NEW

Passionata

Het halfjaarlijks blad voor en door de medewerkers van de Puratosgroep

The Quarterly magazine of the Puratos Group for U-team members worldwide

December 2013

Puratos Group Management News - December 2013

You will be seduced Back to Long Range Plan Yes, we can!

To know more about Passionata, contact the BU Non-Dairy creams & UHT-products.

www.puratos.com

25 jaar Belcolade

8

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium

T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com 14 Het S500-lied

Sinterklaas

26

PUR_3196_uteam_dec2013_cover.indd 1

PUR-3197_unicorn_dec2013_NL_021213.indd 1

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 94

4/12/13 11:05

4/12/13 10:24

18/06/14 13:50


What does Puratos stand for?*

As a specialist in bakery, patisserie and chocolate, we inspire our customers with new ideas.

innovative products, technologies and services, that we’re able to deliver concrete solutions our clients can rely on. It’s through

We want to be

close to people

everywhere in the world.

We respect local food cultures, and do what we can to be a part of them.

Everything we do, we do with passion. * this is the outcome of a survey conducted in 2010 amongst our colleagues and customers in the world

Our Vision

Our Mission

We believe that all over the world people will attach more and more importance to the quality of their food in the future.

At Puratos, we are close to customers and consumers everywhere.

NUTRITION HEALTH

PLEASURE

We turn technologies and experiences from food cultures around the world into new opportunities to help our customers to be more successful with their business.

The Puratos magic:

our values Six values guide our behaviour to be true reliable partners in innovation.

Team spirit

Passion

Ethics

Courage

Quality

Vision

CONVENIENCE

TASTE

Therefore we are commied to offering products that combine taste and nutritional value and, as a result, contribute to consumers’ health and eating pleasure, in the most convenient way.

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 95

Our positioning Reliable partners in innovation

Team spirit vision

ethics quality courage

passion

The three first values relate to the way we are “reliable partners”.

The next three relate to the way we “innovate”.

18/06/14 13:50


Products and concepts communication 96

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 96

18/06/14 13:50


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 97

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 98

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 99

18/06/14 13:52


Branding strategy Our branding strategy is simple and based on 5 levels: 1 - Company brand 2 - Umbrella brand 3 - Priority Product brand 4 - Product brand 5 - Local Product brand (tbd)

The roles of our 4 - 5 types of brand are defined as followed Company brand

Puratos is our company brand with its positioning “reliable partners in innovation� and its vision and mission. This company brand is supporting all the communication of the Group internally and externally.

Umbrella brand

We have 3 umbrella brands: Puratos, Belcolade and PatisFrance. Those umbrella brands have 2 roles: supporting product families and being flagship towards a type of customers. They have their own logo and communication is always signed by Puratos, Belcolade or PatisFrance. Puratos is our umbrella brand for the majority of our Bakery, Patisserie and Chocolate product families and our flagship brand towards Bakers & Patissiers. Belcolade is our umbrella brand for the Real Belgian Chocolate and our flagship brand towards Chocolatiers. See also Belcolade chapter: p 150. PatisFrance is our umbrella brand for the Nut based products with added value and our flagship brand towards high end Patissiers and fine Gourmet. See also PatisFrance chapter: p 166.

Priority Product

Those brands are representing strategic product families for the Group. Those brands have an

brand

international scope and are internationally supported. We have a limited number of priority product brands and they are generally linked to our Top Priority and Focus products categories. For example: S500, O-tentic, Satin, Acti-Fresh, Carat,...

Product brand

Those brands are representing other important product categories for the Group. Generally they have more of a regional scope. For example: Regional: Tigris, Toupan, Cremico,...

Local Product brand

Those brands are representing other important product categories for the Group. Generally they have more of a local scope. For example: Local: Profit China, Profit Suisse,...

Product category

A collection of products and ranges that are considered to form 1 business entity. For example: Specialty mixes, Glazes, Real Chocolate,...

Concept

A common Puratos approach to facilitate sales of 1 or more priority brands, ranges and/or products. A concept can also be technology based or application based. For example: Breads of the world, French patisserie, Integrated filling approach,...

Application

100

A finished product purchased by consumers and that contains Puratos products.


Puratos brands’ DNA Whether global or local, Puratos brands’ DNA relies on 1 - R&D and Product Management 2 - Marketing and Communication 3 - Customer - performances, values and benefits 4 - Consumer - nutrition + reaction and attitude through sensory analysis 5 - Competition - how we differentiate

R&D and Product

All product assortments are based on innovative, specific and unique Puratos techologies. It is the first

Management

criteria to take into consideration when creating a new product; in which brand fits the involved technology of this new product or does it imply the creation of a new brand? To help you understand the important aspect, we will gradually develop technical brand sheets you can refer to. Each product category is managed by the respective BU. In case you launch a new product development or in case of doubt, get in touch with them.

Marketing and

The second important criteria of each brand is its positioning. Its positioning is based both on

Communication

marketing intelligence and on customer and consumer reaction and attitude. You will find their positioning on page xxxx. We have brands with a premium positioning and a higher price but also standard quality brands with a competitive price/quality positioning.

Customers

The value of a brand also depends on how the customer perceives it, the value he attaches to the product performances and the benefits he can get out of it. Brand values and benefits are two essential components of brand success meaning that both product and brand should be innovative and of premium quality.

Consumer

Puratos heavily invests in knowing consumer preferences and attitudes. Not only the nutrition added value of our products but also the numerous sensory analysis laboratories, Sensobus and Sensobooth we have in the world are the tangible part of this fundamental Group strategy. Nutrition and taste are present in everything we do.

Differentiation

A brand is a way to give a strong personality to a product and hence, differentiating from

from competition

competition by giving our product the Puratos identity.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 101

101

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 102

18/06/14 13:52


Trademark policy Scope This policy is MANDATORY for all Puratos Group majority

All Market Directors, Regional Directors, BU Directors, General

owned subsidiaries as well as for minority owned subsidiaries

Managers, Finance Managers and Marketing Managers must be

using Puratos Brands and Trademarks.

acquainted with it, and must ensure its respect and application.

The Policy is implemented by the Brand Committee under instruction of the IP Steering Committee.

Definitions Brand The name - with or without a logo - of a product or

Intellectual Property or IP All intangible assets of the

service of Puratos validated according to this policy. A Brand

Puratos Group, including but not limited to patents, trademarks,

does not necessarily require trademark registration, but

designs, copyrights, trade secrets, product formulas, production

without such registration will lack legal protection. Puratos

processes, know-how, etc.

distinguishes between Umbrella Brands (e.g. Puratos, Belcolade and Patisfrance), Priority Product Brands (e.g. S500, Sapore,

IP Steering Committee The internal committee that

Harmony) and Product Brands (more local product name

decides on specific strategic IP issues, and in general determines

initiatives).

the IP strategy and policies of the Puratos Group. It is composed of the Chairman of the board, the CEO, the Group Marketing

The overall structure of the Group Brands is on the left page.

Director, the Group R&D Director and the Group Legal Director and reports to the Group Executive Committee.

Brand Manual The internal manual explaining the strategy and guidelines to use Puratos’ Brands and Trademarks. It will

Trademark A Brand protected through Trademark

be available in due time and will provide further details on:

registration. Any sign (e.g. a word, name, logo, symbol, label,

1. The distinction between Company Brands, Umbrella Brands, Priority product Brands and product Brands,

letter, number, shape, colour, etc., or any combination thereof) can be registered as Trademark if the authorities accept it

2. Guidelines for the use of Product Brands, and

(for eligibility criteria, see further Annex 2). Such sign can then

3. Puratos’ Product Brand Strategy in general.

constitute a Trademark as long as it is properly registered, used and has not been successfully challenged by a third party.

Brand Request Form The internal form to be submitted to have a Brand approved and/or a Brand registered as Trademark

Trademark Department This department is part of the

(available on PuraNet and p 106-107).

Group Legal department and is in charge of day-to-day support of the Brand Committee in its validation and protection of

Brand Committee The internal committee that ensures

Puratos’ Trademarks, and ensures proper communication

branding across the Puratos Group remains coordinated,

between the different people involved.

harmonized and in line with its brand strategy. The Brand Committee is composed of the Group Product & Marketing Director, the Group Marketing Services Director and representatives of the Trademark Department. It reports to the IP Steering Committee. It reviews and validates all issues related to the creation, use and protection of Brands and Trademarks.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 103

103

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 104

18/06/14 13:52


marketing material, product packaging or pictures thereof, and

indefinitely, provided there is ongoing use of the Trademark

invoices or contracts pertaining to the sale of the products or

and renewal fees are paid.

services concerned. Such proper evidence is crucial to preserve Puratos’ Trademark rights.

Every year in September, the Brand Committee identifies the Trademarks that are about to expire and contacts the

Please note that Trademark protection is not a substitute for

appropriate business departments for input and cooperation,

other forms of intellectual property rights that may be critical

upon which the Brand Committee shall decide on renewal

in maintaining Puratos’ competitive advantage.

or not.

A Trademark protects the name or the “brand” of the goods or services. It does not protect (a) the idea or invention included

A subsidiary that owns a Trademark that is up for renewal and

in the goods (i.e. patent protection), (b) any confidential or

not yet registered in the name of PURATOS NV shall notify the

secret information associated with the goods or services

Brand Committee and cooperate with it to record the transfer

(i.e. trade secrets), or (c) the expressions contained in the goods

of the Trademark to PURATOS NV and to secure the renewal

(i.e. copyright protection).

of the Trademark in the name of PURATOS NV.

4.3. Ownership of the Trademark

4.6. Trademark infringement

All Trademarks belong to and shall be registered in the name of

The Brand Committee shall be informed as soon as possible of

PURATOS NV, regardless of the country where the Trademarks

any (imminent) infringement of any Puratos Group Trademark

are registered. No Puratos Group subsidiary shall register any

via trademarks@puratos.com. The Brand Committee will

Trademark in its proper name.

examine every case, and, when deemed appropriate, will take further steps to protect the Trademark. Not every use of

Any Trademark still registered in the name of a Puratos

Trademark will constitute an infringement: (a) a registration

Group subsidiary shall at the latest upon renewal need

in one country normally only protects the Trademark in that

to be transferred by the subsidiary to PURATOS NV.

particular country, (b) registration for one type of goods or services does not secure rights in respect of other goods and

4.4. Costs relating to Trademark registration and protection

services, (c) a third party may also be able to register the same trademark for unrelated goods provided their use does not cause a likelihood of confusion.

PURATOS NV bears the costs of the Trademark filing, prosecution and registration relating to the Company Brand,

The Brand Committee continuously monitors the Company

the Umbrella Brands and/or the Priority Product Brands.

Brand, Umbrella Brands and Priority Product Brands through a Trademark watch service. If deemed appropriate, it objects

The Puratos subsidiary that requests Trademark registration

or otherwise opposes third party attempts to register identical

or protection of a non-priority Product Brand will bear itself

or confusingly similar Trademarks.

the related costs. For any further information concerning this policy 4.5. Renewal of a Trademark

to obtain Brand or Trademark protection,

If a Brand is registered as a Trademark, the registration can be

please contact trademarks@puratos.com.

renewed (normally each time for a period of 10 years) and last

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 105

105

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 106

18/06/14 13:52


Proper use of a Trademark Genuine continuous use of the registered Brand

In some territories, e.g. the U.S., the ™ symbol may be used

To guarantee to its owner full and enforceable Trademark

to indicate an unregistered trademark and the ® symbol may

protection, the Trademark must be genuinely used as registered

ONLY be used to indicate that a trademark is registered. Given

in relation with the products or services covered by the

Puratos’ international activities, the ® symbol must not be used

Trademark registration. Use of a Trademark should:

on Trademarks that have not been registered. Once use of a

- commence within a certain period of time after registration (usually 5 years);

Trademark begins, please notify the Trademark Department if you (a) want to alter the Trademark’s appearance so that it

- not be interrupted for a certain period of time (usually 3 or 5 years).

no longer matches the exact shape and form that was initially registered, (b) want to use the Trademark for goods or services not included in the original registration application; (c) want to

Without proof of such use, the exclusive Trademark rights

begin using the Trademark in a country where the Trademark

cease to exist. Any third party may then challenge the

has not been registered; or (d) become aware of a third party’s

Trademark rights and apply for the revocation of the Trademark

use of the same or similar mark for similar goods and services,

registration. Also, when Puratos based upon its Trademark

so that appropriate action can be taken (see further under

opposes someone’s Trademark filing, Puratos’ opposition might

Trademark infringement).

be rejected if Puratos cannot provide proof of genuine use of its Active pursuing of Trademark Infringement

Trademark.

A Trademark grants its owner an exclusive right of use, allowing A Trademark should never be used in a format that differs substantially from the Trademark as registered, i.e. no

this owner to prevent any third party from using: (a) Any sign that is identical to the Trademark for goods

distinctive words or figurative elements may be added or

or services that are identical to those for which the

deleted, no different spelling may be used, colours cannot be

Trademark is registered;

changed, etc… Some examples:

PURATOS for bread improvers > blatant infringement (b) Any sign for which there is a likelihood of confusion

Registration

Incorrect use

on the part of the public caused by the similarity to the

Miroir

Mirroir

Trademark for goods or services that are identical or

O-TENTIC

O’tentic

similar to those for which the Trademark is registered;

Belcolade, its taste

Belcolade’s taste

S500 bread improvers may be

S500’s may be

Collect the mugs given away with

Collect the Belcolade mugs

S600 for a Cake Mix > Likelihood of confusion (c) Any sign that is identical or similar to the Trademark for goods or services that are not similar to those for which the

with each pack of Belcolade dark

Trademark is registered, only if the latter is well-known

chocolate

within the territory and where use of that sign without due cause takes unfair advantage of, or is detrimental to, the

On labels and packaging

distinctive character or the reputation of the Trademark.

In a text: The first letter of each word in a Trademark as

Puratos for a small chain of coffee shops

a capital letter: e.g. The Paso Doble bread improver is...

> Unfair advantage of or detriment to the reputation

In an ingredient list or recipe: All letters of the Trademark in bold: e.g. 3 eggs, a pinch of salt, 300 g Soft’r,...

Trademark owner does not actively defend its Trademark rights, he runs the risk of losing its right of exclusivity. Thus, the Brand Committee must be informed as soon as possible of any infringement or imminent infringement of the Puratos Group Trademarks worldwide via trademarks@ puratos.com, so proper action can be timely taken. The entire procedure and request form can be found on PuraNet (Puratos intranet).

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 107

107

18/06/14 13:52


Brand Request Form 1 - TO BE FILLED OUT BY THE APPLICANT Applicant’s Name E-mail address Entity & Country Date

/

/ 20

Proposed Brand Name Description of the products/services Will this be part of - Products

Bakery range

O Yes

O No

Patisserie range

O Yes

O No

Chocolate range

O Yes

O No

Innovation center

O Yes

O No

Sensory analysis

O Yes

O No

Others

O Yes

O No

Margarine is part of BU Bakery, but is also used in patisserie products

- Services

- If others, please specify In which category should this new product/service fit (see Brand Identity Guide)?

In which countr(y)(ies) will this brand name be used?

Competitive environment Is there any SIMILAR product(s) sold/service offered by the competition?

O YES

O NO

(please indicate both the name of the product/service and of the competitor)

Target Which client segment do we want to offer this product/service to? Artisans - Industry - Supermarkets - Food service - Chocolatiers

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 108

18/06/14 13:52


Benefits What are the major advantages of this product/service for the client?

Legal Protection - Is this product/service a strategic priority for the company/your market?

O YES

O NO

- Is there according to you a need for Trademark Registration?

O YES

O NO

O YES

O NO

O YES

O NO

O YES

O NO

- Does the proposed brand name appear to be available following a succinct search? O YES

O NO

Why?

2 - TO BE FILLED OUT BY THE TRADEMARK DEPARTMENT Name E-mail address Date

/

/ 20

- Is the proposed brand name already protected in the countr(y)(ies) of interest? Which countries? - Have previous applications for the proposed brand name been refused? Why? - Does the proposed brand name comply with absolute grounds (distinctiveness) If not, why?

If not, why? Estimated budget for further availability searches: Estimated budget for trademark application and registration:

3 - TO BE FILLED OUT BY THE BRAND COMMITTEE Name E-mail address Date

/

/ 20

- Approves the new Brand Name

O YES

O NO

- Approves the budget for further availability searches

O YES

O NO

- Approves budget for trademark application and registration

O YES

O NO

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 109

18/06/14 13:52


Products and concepts communication 110

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 110

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 111

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 112

18/06/14 13:52


S500 Trust the best

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 113

18/06/14 13:52


American Sweet Goods

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 114

18/06/14 13:52


American Sweet Goods

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 115

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 116

18/06/14 13:52


Sapore Elvira is an all natural wheat based sourdough in powder form. It is designed to give or enhance a cheese flavour note in breads, pizzas, crackers and savoury snacks.

User advantages Enables reduction of the amount of cheese in the recipe, resulting in: • Cost reduction of the total recipe • Healthier recipes by lowering the fat level

End-product advantages • Gives the bread a cheesy, creamy flavour note without using additional dairy ingredients

Flavour profile Nose: acidic with dairy notes

lactic

SOUR

acetic

Taste: a complex cheesy flavour with a creamy note

• Elvira FRUITY

FERMENTED

Dosage • 1-2% on wheat flour - Breads (e.g., baguettes, Focaccia): 1-2% - Pizzas: 1-2% - Crackers, snacks: 1-2%

CEREAL

ROASTED

• in powder form • in liquid form

Technical info •Shelf life: 12 months at 16-20°C (kept in a dry place) • Packaging: 25 kg (bags)

Tips & tricks Sapore Elvira can also be applied in a topping on crackers or bread. By mixing Sapore Elvira with other ingredients, you can decorate rolls or crackers by giving them a special taste touch.

You can’t wait to test this product? Contact us

www.puratos.com

411175 - 09.2011 - PURATOS COMM DPT

Topping suggestions: • Sapore Elvira & sesame seeds: make a mixture of sesame seeds and Sapore Elvira by using 2-3% on the total sesame weight. Roll your bread or roll dough into the mixture right before baking. • Sapore Elvira & water: mix 2-4% of Sapore Elvira on water weight; brush the mixture on your bread, crackers or rolls right before baking.

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 117

18/06/14 13:52


Products and concepts communication 118

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 118

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 119

18/06/14 13:52


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 120

18/06/14 13:52


Satin Crème Cake Chocolate Love at first bite

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 121

18/06/14 13:53


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 122

18/06/14 13:53


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 123

18/06/14 13:53


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 124

18/06/14 13:53


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 125

18/06/14 13:53


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 126

18/06/14 13:53


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 127

18/06/14 13:53


American Sweet goods

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 128

American Sweet goods

18/06/14 13:54


American Sweet goods

American Sweet goods

American Sweet goods

PUR_1685_americansweetgoods_161211.indd 1

PUR_1685_americansweetgoods_161211.indd 1

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 129

American Sweet goods

16/12/11 11:27

16/12/11 11:27

18/06/14 13:54


Product name Perit utpatet veliquip ex euis erat, susto odion elit lore volobore min vel ercilla feum zzriurer sisit in exerati ncipsum ir.

Title Lorem Ipsum Obor suscil er aliquipsum nis dion vendignibh el iusci ercipit, quipit alit volobore magna faciduisi eugiam zzrit duipisis er sit utpat num eugait lor aciliquisi. Tem nos autpat, venim do commodolore ercipit acin venisl utet, si. Lisi blaore molesecte do commy

Title Lorem ipsum

• •

Ulla feugait, conse tissi bla feu feugait ver sed do odipis nullam, commod tin vullandip ex euisci tie ea at ipis dolore modit at iurer incidunt venim am velit Issecte eraessi.ullandip ex euisci tie ea at ipis dolore modit at iurer incidunt venim am velit nonsequ issecte eraessi.

Tilte lorem ipsum

• • •

Ulla feugait, conse tissi bla feu feugait ver sed Ulla feugait, conse tissi Ulla feugait, conse tissi bla feu feugait ver sed

Tilte lorem ipsum

• •

Ulla feugait, conse tissi bla feu feugait ver sed Ulla feugait, conse tissi bla feu feugait ver sed

Tilte lorem ipsum

• • •

407240 - 02.01.2008 - PURATOS DESIGN

Ulla feugait, conse tissi bla feu feugait ver sed Ulla feugait, conse tissi bla feu feugait ver sed Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetuer sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum alis dolore consed ercilis Numsan eum inim dolesed eniat. Ure veros adit lutem nullamet aut nonse tatet, quis nullaorerit ing estrud eu facilis nis autat non eui ea ad ex et lutatem zzril delit non er in utat. Iduisse quipit augiam essi.

www.puratos.com/range name Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 130

18/06/14 13:54


Sapore Salome a malted rye sourdough in liquid form

Full of fibres

Sapore Elvira is an all natural wheat based sourdough in powder form. It is designed to give or enhance a cheese flavour note in breads, pizzas, crackers and savoury snacks.

Sapore Salome is a dark brown rye sourdough with a rich aromatic flavour and characteristic taste. Packaged in a convenient liquid form Sapore Salome is designed to give your rye and wholemeal wheat bread the flavour and colour your customers will truly appreciate.

User advantages Enables reduction of the amount of cheese in the recipe, resulting in: • Cost reduction of the total recipe • Healthier recipes by lowering the fat level

Advantages

End-product advantages

• Masks bitter and sour tastes • Improved freshness • Darkens the crumb colour • Gives a typical malty taste • Gives a tight and regular crumb structure • Improved slice ability

• Gives the bread a cheesy, creamy flavour note without using additional dairy ingredients

Flavour profile Nose: acidic with dairy notes

lactic

SOUR

acetic

Taste: a complex cheesy flavour with a creamy note

Dosage

• Elvira FRUITY

FERMENTED

Dosage

• 1-3% on wheat flour • 17% on rye flour • Flavour Profile • TBD

• 1-2% on wheat flour - Breads (e.g., baguettes, Focaccia): 1-2% - Pizzas: 1-2% - Crackers, snacks: 1-2%

CEREAL

ROASTED

• in powder form • in liquid form

Technical info

Technical info •Shelf life: 12 months at 16-20°C (kept in a dry place) • Packaging: 25 kg (bags)

We all know that eating rye and wholegrain bread is very beneficial because of the dietary fiber, but such breads often have a characteristic tang or acidity. Some of us love their unique taste, but for others it’s just not their cup of tea. So in our Center for Bread Flavour we created this specific sourdough, to increase the sweet notes in rye breads and to remove the bitterness of the bran in wholegrain breads; and if that’s not enough, Salome also gives them a beautiful darker crumb colour.

411175 - 09.2011 - PURATOS COMM DPT

The story behind...

Tips & tricks Sapore Elvira can also be applied in a topping on crackers or bread. By mixing Sapore Elvira with other ingredients, you can decorate rolls or crackers by giving them a special taste touch. Topping suggestions: • Sapore Elvira & sesame seeds: make a mixture of sesame seeds and Sapore Elvira by using 2-3% on the total sesame weight. Roll your bread or roll dough into the mixture right before baking. • Sapore Elvira & water: mix 2-4% of Sapore Elvira on water weight; brush the mixture on your bread, crackers or rolls right before baking.

You can’t wait to test this product? Contact us

www.puratos.com

411175 - 09.2011 - PURATOS COMM DPT

• Shelf life: 12 months • Packaging: 10 kg (jerry can)

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 131

18/06/14 13:54


Recipe name

Range

Lorem Ipsum To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time

Dolor exit Wheat flour Water

Monti aplor 100 %

1000 g

75 %

750 g

Salt

2%

20 g

O-tentic

4%

40 g

Mixing Spiral Dough Temperature Bulk fermentation Scale Intermediate proof Make Up Final Fermentation Decoration before baking Oven temperature °C Baking Time

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 132

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F 25 min. 375 g and preshape 25 min. Baguette 45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam 28 min.

18/06/14 13:54


O-tentic

Baguette Tips & Tricks

Tips & Tricks To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time

To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time

Brown bread

O-tentic

Ingredients Wheat flour Water

1000 g

75 %

750 g

Salt

2%

20 g

O-tentic

4%

40 g

Mixing Spiral Dough Temperature

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F

Bulk fermentation

25 min.

Scale

Working method 100 %

1000 g

75 %

750 g

Mixing Spiral Dough Temperature

2%

20 g

Bulk fermentation

O-tentic

4%

40 g

Scale Intermediate proof Make Up

Decoration before baking Oven temperature °C Baking Time

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F 25 min. 375 g and preshape 25 min. Baguette 45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam 28 min.

25 min.

Make Up

Baguette 45 - 60 min. or at room temperature

Decoration before baking Oven temperature °C

Water Salt

375 g and preshape

Intermediate proof

Final Fermentation

Wheat flour

Final Fermentation

Working method 100 %

Ingredients

Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam

Baking Time

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 133

28 min.

18/06/14 13:54


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 134

18/06/14 13:54


Baguette Ingredients

Working method Mixing Spiral Dough Temperature

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F

Bulk fermentation Scale

25 min. 375 g and preshape

Intermediate proof

45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam

Baking Time

28 min.

Make Up Final Fermentation

Baguette 45 - 60 min. or at room temperature

Decoration before baking Oven temperature °C

1000 g

75 %

750 g

Salt

2%

20 g

O-tentic

4%

40 g

Baguette

Decoration before baking Oven temperature °C

100 %

Water

25 min.

Make Up Final Fermentation

Wheat flour

Tips & Tricks To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time.

Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam

Baking Time

28 min.

Brown bread Ingredients

Working method Mixing Spiral Dough Temperature

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F

Bulk fermentation Scale

25 min. 375 g and preshape

Intermediate proof

Decoration before baking Oven temperature °C

100 %

1000 g

75 %

750 g

Water Salt

2%

20 g

O-tentic

4%

40 g

25 min.

Make Up Final Fermentation

Wheat flour

Baguette 45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam

Baking Time

28 min.

Tips & Tricks To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time.

Baguette

Baguette Ingredients Wheat flour Water Salt O-tentic

Working method Mixing Spiral

100 %

1000 g

75 %

750 g

2%

20 g

Bulk fermentation

4%

40 g

Scale

Dough Temperature

Intermediate proof Make Up Final Fermentation

Tips & Tricks To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time.

Decoration before baking Oven temperature °C Baking Time

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F 25 min. 375 g and preshape 25 min.

Tips & Tricks

Working method

To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time.

45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam 28 min.

Mixing Spiral Dough Temperature Bulk fermentation

Baguette

Ingredients Wheat flour Water

Scale Intermediate proof 100 %

1000 g

75 %

750 g

Salt

2%

20 g

O-tentic

4%

40 g

Make Up Final Fermentation Decoration before baking Oven temperature °C Baking Time

Wheat flour Water Salt O-tentic

25 min. Baguette 45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam 28 min.

Working method Mixing Spiral

100 %

1000 g

75 %

750 g

2%

20 g

Bulk fermentation

4%

40 g

Scale

Dough Temperature

Intermediate proof Make Up

Tips & Tricks To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time.

Final Fermentation Decoration before baking Oven temperature °C Baking Time

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F 25 min. 375 g and preshape 25 min.

Tips & Tricks

Working method

To obtain an open structure, do not make them up to tide and open the oven damper in the last 5 min. before the end of the baking time.

Baguette 45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam 28 min.

Mixing Spiral Dough Temperature Bulk fermentation

Ingredients Wheat flour Water

Scale Intermediate proof 100 %

1000 g

75 %

750 g

Salt

2%

20 g

O-tentic

4%

40 g

Make Up Final Fermentation Decoration before baking Oven temperature °C Baking Time

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 135

25 min. 375 g and preshape

Brown bread

Brown bread Ingredients

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F

6 min. slow, 7 min. fast 25 - 27 °C / 77.0 - 80.6 ˚ F 25 min. 375 g and preshape 25 min. Baguette 45 - 60 min. or at room temperature Incise 5 - 7 times 240 - 230 °C / 464 - 446 ˚ F with little steam 28 min.

18/06/14 13:54


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 136

18/06/14 13:54


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 137

18/06/14 13:54


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 138

18/06/14 13:54


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 139

18/06/14 13:54


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 140

18/06/14 13:54


PRODUCT CATEGORY Product range

Modesti enimus Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus. LOREM IPSUM

ENIMUS SANTION

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Lorem ipsum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

Dolorum renderrum 0100297001TD11

CATUREH

ENIMUS

2%

Lorem ipsum

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Cantion sendamet 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100105001TD11

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Dolorum renderrum 0100968001TD11

Lorem ipsum

Lorem ipsum

Lorem ipsum

Doluptati dipsus eius odis ent, sed ut volumenecta vel ipsante.

Dolorum rees con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest. LOREM IPSUM

LAMENDIT DOLORUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

CONSUM

Dolurum reas

Catureh

Catureh

100

Dolorum

100

Renderrum

100

Sendamet

100

Catureh

100

Ressinum (espicum)

100

Alisci (dolore)

100

Lorem ipsum VELENITA** alisci blaore

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

Doluptas delest 0100105001TD11

Maximag nimolup tas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

25

1. Se min velit alisci: Ut utet augue commy num exer se min velit alisci blaore. 2. Se vullum zzril dolore: Monullan dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam: Itas ad et ressinum ium volenie nditas velenita volo molorporem. Itati blacipi cipiendit eos et quoditat in etur aut in conem eici occus doluptaquis pore volorit preius. 4. L eugiam molor: Itas ad et ressinum ium volenie nditas velenita volo molorporem. Itati blacipi cipiendit eos et quoditat in etur aut in conem eici occus doluptaquis pore volorit preius. Cossedi catureh volenie 100g*

Augue (alisci) 100

Lorem (g) 3%

Product guide Country Year

Molorporem (g) 14,47

Cipiendit (nisit)

Ressinum (g)

Preius (g)

Magnisit (g)

000

000

000

000

00%

00%

00%

00%

Monullan (g) 12,78

Cipiendit (g) 34,58

Dipsus (g) 28,11

00%

26

PRODUCT CATEGORY Product range

Doluptas delest enimus

Cusdae lamendit

Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

Cum fuga. Ut ea dolorum re es con rende rum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut ren dipsa cum serit velictio. Itatur, cora quun tiorio. Epe solupta catureh enimus.

Doluptati dipsus eius odis ent sed ut volumenecta vel ipsante mpere, suntio et endandae.

LOREM IPSUM

LAMENDIT DOLORUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Saper porpore 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

CONSUM

LOREM IPSUM

ENIMUS SANTION

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Lorem ipsum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

CATUREH

2%

Lorem ipsum

ENIMUS

Dolorum renderrum 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Cantion sendamet 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100105001TD11

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Dolorum renderrum 0100968001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Lorem ipsum

Lorem ipsum

Doluptati dipsus eius odis ent, sed ut volumenecta vel ipsante.

Lorem ipsum

Dolurum reas

Catureh

Catureh

100

Dolorum

100

Renderrum

100

Sendamet

100

Catureh

100

Ressinum (espicum)

Catureh solupta 0100105001TD11

Doluptas delest 0100105001TD11

Doluptas delest 0100105001TD11

33

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odior porepe earum quos modi invera que volorep editam fuga.

Maximag nimolup tas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

Lorem ipsum

1. Se min velit alisci: Ut utet augue commy num exer se min velit alisci blaore summa verum. 2. Se vullum zzril dolore: Monu lan dre te magnisit nisit utat accum quat. Ad et ressinum ium volorit. 3. Veliquisl eugiam: Itas ad et ressinum ium volenie nditas velenita volo molorporem. Itati blacipi cipiendit eos et quoditat in etur aut in conem eici occus doluptaquis pore volorit preius. 4. L eugiam molor: Itas ad et ressinum ium volenie nditas velenita volo molorporem. Itati blacipi cipiendit eos et quoditat in etur aut in conem eici occus doluptaquis pore volorit preius

Lorem ipsum

Cossedi catureh volenie 100g*

Augue (alisci) 100

Lorem (g) 3%

Product guide Country Year

Molorporem (g) 14,47

100

Alisci (dolore)

100

VELENITA** alisci blaore Cipiendit (nisit)

Ressinum (g)

Preius (g)

Magnisit (g)

000

000

000

000

00%

00%

00%

00%

Monullan (g) 12,78

Cipiendit (g) 34,58

Dipsus (g) 28,11

Velenita (g)

000 00%

Endandae (g) 16,87

34

Product guide Country Year

PRODUCT CATEGORY Product range

PRODUCT CATEGORY Product range

Doluptas delest enimus

Cusdae lamendit

Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

Cum fuga. Ut ea dolorum re es con rende rum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut ren dipsa cum serit velictio. Itatur, cora quun tiorio. Epe solupta catureh enimus.

Doluptati dipsus eius odis ent sed ut volumenecta vel ipsante mpere, suntio et endandae.

LOREM IPSUM

LAMENDIT DOLORUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Saper porpore 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

CONSUM

LOREM IPSUM

ENIMUS SANTION

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Lorem ipsum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

CATUREH

2%

Lorem ipsum

ENIMUS

Dolorum renderrum 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Cantion sendamet 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100105001TD11

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Dolorum renderrum 0100968001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Lorem ipsum

Lorem ipsum

Doluptati dipsus eius odis ent, sed ut volumenecta vel ipsante.

Lorem ipsum

Dolurum reas

Catureh

Catureh

100

Dolorum

100

Renderrum

100

Sendamet

100

Catureh

100

Ressinum (espicum)

Catureh solupta 0100105001TD11

Doluptas delest 0100105001TD11

Doluptas delest 0100105001TD11

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 141

000

Product guide Country Year

PRODUCT CATEGORY Product range

35

Velenita (g)

Endandae (g) 16,87

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odior porepe earum quos modi invera que volorep editam fuga.

Maximag nimolup tas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Product guide Country Year

Lorem ipsum

Lorem ipsum

Lorem ipsum

1. Se min velit alisci: Ut utet augue commy num exer se min velit alisci blaore summa verum. 2. Se vullum zzril dolore: Monu lan dre te magnisit nisit utat accum quat. Ad et ressinum ium volorit. 3. Veliquisl eugiam: Itas ad et ressinum ium volenie nditas velenita volo molorporem. Itati blacipi cipiendit eos et quoditat in etur aut in conem eici occus doluptaquis pore volorit preius. 4. L eugiam molor: Itas ad et ressinum ium volenie nditas velenita volo molorporem. Itati blacipi cipiendit eos et quoditat in etur aut in conem eici occus doluptaquis pore volorit preius

Cossedi catureh volenie 100g*

Augue (alisci) 100

Lorem (g) 3%

Molorporem (g) 14,47

Product guide Country Year

100

Alisci (dolore)

100

VELENITA** alisci blaore Cipiendit (nisit)

Ressinum (g)

Preius (g)

Magnisit (g)

000

000

000

000

00%

00%

00%

00%

Monullan (g) 12,78

Cipiendit (g) 34,58

Dipsus (g) 28,11

Velenita (g)

000 00%

Endandae (g) 16,87

36

18/06/14 13:54


Poris que nustrum alibus dolent quatet aliae et pratiore.

Poris que nustrum alibus dolent quatet aliae et pratiore. Urepeliquis id et voluptis sunditae que ressint es volenim volorios ad quistiae nat min rem evelend emollesequia vid quame ped magnatem verundit poris que nustrum alibus dolent quatet aliae et pratiore, qui id molluptis nes dus volupti ut voluptatem si dia nonsequost, totaten imodicatur? Magnatem verundit poris. Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent. Libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis velenis ut et

Urepeliquis id et voluptis sunditae que ressint es volenim volorios ad quistiae nat min rem evelend emollesequia vid quame ped magnatem verundit poris que nustrum alibus dolent quatet aliae et pratiore, qui id molluptis nes dus volupti ut voluptatem si dia nonsequost, totaten imodicatur? Magnatem verundit poris. Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent. Libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis velenis ut et

hiliate parios el ipsaeperia simagni militate explat. Nat min rem evelend emollesequia ressint. As ducimus eos aborerumquas et quiscidit rerum vit estempore lates ma nonseriatis sedia veles qui tem quae rem il magni omnis dolupta consequodi dolupta sum recae sit poris quatis quas earum aut la sition et pariossenem quiatem acepedi utem esserrum et etusdae. Eprae ium est voluptate soluptat. Evel id ea cone odi arciendebit odistemque si bearit incit, nulla nobisqu iandameniet laborae.

“Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis “

hiliate parios el ipsaeperia simagni militate explat. Nat min rem evelend emollesequia ressint. As ducimus eos aborerumquas et quiscidit rerum vit estempore lates ma nonseriatis sedia veles qui tem quae rem il magni omnis dolupta consequodi dolupta sum recae sit poris quatis quas earum aut la sition et pariossenem quiatem acepedi utem esserrum et etusdae. Eprae ium est voluptate soluptat. Evel id ea cone odi arciendebit odistemque si bearit incit, nulla nobisqu iandameniet laborae.

Marco, Artisan Baker, Southern Europe

Poris que nustrum alibus dolent quatet aliae et pratiore. Urepeliquis id et voluptis sunditae que ressint es volenim volorios ad quistiae nat min rem evelend emollesequia vid quame ped magnatem verundit poris que nustrum alibus dolent quatet aliae et pratiore, qui id molluptis nes dus volupti ut voluptatem si dia nonsequost, totaten imodicatur? Magnatem verundit poris. Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent. Libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis velenis ut et

hiliate parios el ipsaeperia simagni militate explat. Nat min rem evelend emollesequia ressint. As ducimus eos aborerumquas et quiscidit rerum vit estempore lates ma nonseriatis sedia veles qui tem quae rem il magni omnis dolupta consequodi dolupta sum recae sit poris quatis quas earum aut la sition et pariossenem quiatem acepedi utem esserrum et etusdae. Eprae ium est voluptate soluptat. Evel id ea cone odi arciendebit odistemque si bearit incit, nulla nobisqu iandameniet laborae.

“Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis “ Marco, Artisan Baker, Southern Europe

“Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis “ Marco, Artisan Baker, Southern Europe

Lorem ipsum. Alibus dolent quatet aliae et pratiore.

Lorem ipsum. Alibus dolent quatet aliae et pratiore.

Urepeliquis id et voluptis sunditae que ressint es volenim volorios ad quistiae nat min rem evelend emollesequia vid quame ped magnatem verundit poris que nustrum alibus dolent quatet aliae et pratiore, qui id molluptis nes dus volupti ut voluptatem si dia nonsequost, totaten imodicatur? Magnatem verundit poris. Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius. Libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ.

Lorem ipsum

Urepeliquis id et voluptis sunditae que ressint es volenim volorios ad quistiae nat min rem evelend emollesequia vid quame ped magnatem verundit poris que nustrum alibus dolent quatet aliae et pratiore, qui id molluptis nes dus volupti ut voluptatem si dia nonsequost, totaten imodicatur? Magnatem verundit poris. Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius. Libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ.

Dolorum rees con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest.

LOREM IPSUM

LAMENDIT DOLORUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

CONSUM

Doluptas delest 0100105001TD11

Maximag nimolup tas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

“Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis “ Marco, Artisan Baker, Southern Europe

Lorem ipsum. Alibus dolent quatet aliae et pratiore. Urepeliquis id et voluptis sunditae que ressint es volenim volorios ad quistiae nat min rem evelend emollesequia vid quame ped magnatem verundit poris que nustrum alibus dolent quatet aliae et pratiore, qui id molluptis nes dus volupti ut voluptatem si dia nonsequost, totaten imodicatur? Magnatem verundit poris. Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius. Libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ.

Lorem ipsum Dolorum rees con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest.

Lorem ipsum Dolorum rees con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest.

LOREM IPSUM

LAMENDIT DOLORUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

Doluptas delest 0100105001TD11

Maximag nimolup tas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 142

CONSUM

“Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis “

LOREM IPSUM

LAMENDIT DOLORUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

CONSUM

Doluptas delest 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

Doluptas delest 0100105001TD11

Maximag nimolup tas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Lorem ipsum

“Volo omnihil impostium aceperatios aut ipidel imagnis aspitatur antia il ius atiossimil evendis moditas ex ent libus anderum, comnit laborro od ut quia conse pratestia aut utes dolore odi consequ oditatur alis “ Marco, Artisan Baker, Southern Europe

Marco, Artisan Baker, Southern Europe

18/06/14 13:55


PRODUCT CATEGORY Product range

PRODUCT CATEGORY Product range

PRODUCT CATEGORY Product range

PRODUCT CATEGORY Product range

Cossedi sendamet Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

Cossedi sendamet Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

Cossedi sendamet Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

LOREM IPSUM

ENIMUS SANTION

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

LOREM IPSUM

ENIMUS SANTION

CATUREH

CONSEDIT

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

CATUREH

CONSEDIT

2%

Lorem ipsum

Cantion sendamet 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Cantion sendamet 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Landaeped quo 0100969001TD11

new

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

new

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Raepe delitionse 0100968001TD11

new

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Lorem ipsum

Lorem ipsum

2%

Lorem ipsum

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100969001TD11

new

Dolorum renderrum 0100968001TD11

new

new

Doluptatur 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Lorem ipsum

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Rendipsa Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

LOREM IPSUM

ENIMUS SANTION

CATUREH

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Temporia 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Cantion sendamet 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Moluptatur 0100968001TD11

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Lorem ipsum

Landaeped quo 0100969001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Raepe delitionse 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

49

Product guide Country Year

50

Product guide Country Year

PRODUCT CATEGORY Product range

Cossedi sendamet

Rendipsa Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

2%

Lorem ipsum

LOREM IPSUM

ENIMUS SANTION

CATUREH

CONSEDIT

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Delitionse 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Temporia 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Cantion sendamet 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Moluptatur 0100968001TD11

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Lorem ipsum

Landaeped quo 0100969001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Raepe delitionse 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

LOREM IPSUM

ENIMUS SANTION

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Cantion sendamet 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

CATUREH

2%

Lorem ipsum

CONSEDIT

LOREM IPSUM

ENIMUS SANTION

CATUREH

CONSEDIT

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Landaeped quo 0100969001TD11

Lorem ipsum

Dolorum renderrum 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Landaeped quo 0100969001TD11

new

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

new

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Lorem ipsum

Raepe delitionse 0100968001TD11

Product guide Country Year

Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

Maxim re volum 0100968001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

CONSEDIT

Erionsequam 0100968001TD11 Delitionse 0100968001TD11

Cantion sendamet 0100297001TD11

Erionsequam 0100968001TD11

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 143

Lorem ipsum

2%

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

Landaeped quo 0100969001TD11

CONSEDIT

Cossedi sendamet

Doluptatur 0100968001TD11

Product guide Country Year

CONSEDIT

2%

Cantion sendamet 0100297001TD11

Raepe delitionse 0100968001TD11

53

51

CATUREH

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

Lorem ipsum

Lorem ipsum

CATUREH

PRODUCT CATEGORY Product range

Landaeped quo 0100969001TD11

Maxim re volum 0100968001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Dolorum renderrum 0100105001TD11

2%

2%

Maxim re volum 0100968001TD11

Cum fuga. Ut ea dolorum re es con renderrum, invel il eossedi catureh enimus santion sendamet escipsum is demo occaturerro modisti busdae lamendit, conserio. Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

ENIMUS SANTION

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem. Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

ENIMUS SANTION

Cantion sendamet 0100297001TD11

Cossedi sendamet

LOREM IPSUM

Landaeped quo 0100105001TD11 Dolorum renderrum 0100105001TD11

LOREM IPSUM

new

Doluptatur 0100968001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

Erionsequam 0100968001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

Delitionse 0100968001TD11

Rendipsa Et invenih illandaeped quo doluptas delest, ut litem que et que cus quis sam illaut rendipsa cum serit velictio. Itatur, cora quuntiorio. Epe solupta catureh enimus.

2%

Lorem ipsum

LOREM IPSUM

ENIMUS SANTION

CATUREH

CONSEDIT

2%

Lorem ipsum

Landaeped quo 0100105001TD11

Maximag nimoluptas ipicil et vel intem abor maio et dolor sinverum harchil eossi aut eum fuga. Nemolupta is consedit ea venistem.

2%

Lorem ipsum

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Dolorum renderrum 0100105001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Temporia 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Cantion sendamet 0100297001TD11

Raepe delitionse nulliquis utem illatus. Illorep erorior uptatur moluptatur ad quos eum quaes que essit.

2%

Lorem ipsum

Moluptatur 0100968001TD11

Epturib uscipicim ad utat inullorum quatem quia nos non nest et apeliciur suntusa ndigene pro blaccuptur.

2%

Lorem ipsum

Landaeped quo 0100969001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Raepe delitionse 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Dolorum renderrum 0100968001TD11

Nemolupta is consedit ea venistem quunt am earunt et recatec tionsequis volupta dest pro explaudae.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Landaeped quo 0100968001TD11

Os nis sitatemo vernam, corempo riones cor accum quo corum ut aut odiorporepe earum quos modi invera que volorep editam fuga.

2%

Lorem ipsum

Product guide Country Year

Product guide Country Year

54

52

18/06/14 13:55


Splash site

Large projects, new products and events sometimes call for their own website as a temporary support of the communication plan. Always adhere to the group communication strategy, principles and values. Every Puratos website must be clearly identifiable as part of the Puratos Group. It is therefore crucial that you create appropriate content while retaining the visual look and feel of all Puratos websites. Contact the Group Communication Department to discuss if a Splash site can be provided. In any case, a Splash site should be restricted in time (maximum 6 months) and for a specific objective. We take a closer look at the Soft’r Melting Splash site to give you an idea of how to maintain a clear Puratos look and still work on a specific subject.

The basics

For all websites: put the most

Short and easy.

Navigational links.

important information first.

• Provide meaningful headings and

• Make sure the user is always able to get

• Put your key message/image on top of the homepage. Do not overload your readers, keep a clean and simple

subheadings that let the reader know what each section is about. • Graphics, captions and tables of

overview. Start your text by telling

contents can also make information

the reader the conclusion, then relay

easier to scan on the web.

the most important supporting information.

• Divide the homepage into sections to make it easier for the user to get the information they want without unnecessary scrolling.

Links and buttons. • Link copy must highlight descriptive words that are easy to understand. • Links should invite action, supply

Keep it simple. • Write in simple, short and clear

Break up your site.

back to where they came from.

sentences.

additional information or address questions arising from page content. • Make sure every page contains clear

• Use the active voice.

call to actions. What do you expect the

• Eliminate superfluous words and

reader of the page to do?

phrases. • Have also a look at the overall tone of voice on p 30-31

144

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 144

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 145

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 146

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 147

18/06/14 13:55


Belcolade Product Communication 148

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 148

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 149

18/06/14 13:55


Logo

Chocolate has always been the Passion of Puratos. Belcolade, The Real Belgian Chocolate, has been integrated in the new corporate identity of Puratos, focussed to keep its premium, luxury chocolate image... The Belcolade logo remains the same, always signed by Puratos, the reliable partner in innovation.

Logo elements 1

Name The word Belcolade is written in lower case letters, with a capital B. On no account it should be changed to the Sansa font. The name should never be used on its own.

2

All elements are set in Belcolade gold PMS 875. 2

Sign The swirl is a fixed element in the logo. It can also be used on its own. All elements are set in Belcolade gold PMS 875.

3

1

Tagline • The tagline is always aligned to the width of the Belcolade logo.

3

• The tagline is only to be used when it is used for the real Belgian chocolate (so not for line extensions, such as Gianduja). • The tagline can not be translated. • All elements are set in Belcolade gold PMS 875.

150

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 150

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 151

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 152

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 153

18/06/14 13:55


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 154

18/06/14 13:59


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 155

18/06/14 13:59


www.puratos.com

Mandarine Noir - Congo58.indd 5

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 156

10/05/12 09:29

18/06/14 13:59


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 157

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 158

18/06/14 14:00


COSTA RICA 38 With a cocoa content of 38%, Costa Rica 38 is produced from Trinitario cocoa beans. Detectable in this milk chocolate are the aromas of cooked milk and raw cocoa, the warmth of wood and a touch of olives to provide a velvety smooth eating experience. Costa Rica is rich in biodiversity and almost a quarter of the country comprises protected forests and reserves. It is believed that cocoa beans once grew wild in the Costa Rican rainforest. Costa Rica 64 chocolate is made using cocoa beans sourced from an 11-hectare Rainforest Alliance Certified™ farm. Located in the Caribbean Lowlands of Costa Rica, this

LFL CHO Belcolade Origin Product sheets.indd 17

14/05/12 11:16

DOMINICAN REPUBLIC 31 Sanchez cocoa beans growing in the Dominican Republic produce this white chocolate with a cocoa content of 31%. The delicate butter flavour of Dominican Republic 31 is augmented by a light taste The Dominican Republic is the largest producer of cocoa beans in the Caribbean. Described by Columbus as “a beautiful island paradise”, today it is a colourful tapestry of Spanish, French, Haitian and African influences.

LFL CHO Belcolade Origin Product sheets.indd 19

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 159

14/05/12 11:16

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 160

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 161

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 162

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 163

18/06/14 14:00


PatisFrance Product Communication 164

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 164

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 165

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 166

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 167

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 168

18/06/14 14:00


PUR_3493_kaartje 45x45 PatisFrance_270214.indd27/02/14 1 09:45

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 169

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 170

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 171

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 172

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 173

18/06/14 14:00


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 174

18/06/14 14:01


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 175

18/06/14 14:01


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 176

18/06/14 14:01


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 177

18/06/14 14:01


Products and concepts communication 178

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 178

18/06/14 14:01


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 179

18/06/14 14:01


Packaging layout for bags

Front side Upper part • has a white background • for product names: a big Puratos logo (without tagline) • for priority brands: a smaller 360. mm

160. mm

Puratos logo (without tagline)

310. mm

and the strong brand name in Frutiger Italic Bold. A brown line PMS 491 separates the two parts and goes all around the packaging. This line will be partly covered by the label. For bags, the visible upper part and the lower part are always of the same size. For other packaging, please contact Headquarters packaging_hq@puratos.com

> Normal product name pack

> Priority brand pack

Back side The back of the bag is an ideal place for additional information. For instance, you can promote your assortment of products or a specific new product during a defined period of time. At the headquarters, this space is used to list different addresses of countries that are supplied by the headquarters.

180

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 180

18/06/14 14:01


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 181

18/06/14 14:01


20. mm

50. mm

300. mm

S06060271 (25 kg; 480 x 800 + 180) • S06060272.mom

480. mm

800. mm

180. mm

90. mm

> Puratos 25kg bag

182

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 182

18/06/14 14:01


180. mm

249. mm

194SMP 5421SMP 474SMP 27206060S )gk 52( gaB yrekaB cisaB

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 183

183

18/06/14 14:01


Labelling

General Colour

Size

boxes, bag-in-boxes, buchets, pots and

To know the colour of a product,

The size of the label is determined

jerrycans are identified by a label.

to obtain the files for these specific

by the size of the bag. Please contact

• All products packed in bags, carton

• The label can be included in the

cases, or for more information on

Group Communication Department at

printing of the packaging

packaging and production, contact the

packaging_hq@puratos.com.

(for high sales volume products) or

Group Communication Department at

applied separately.

packaging_hq@puratos.com.

• Product name is set up in Frutiger Black Italic and is inversed on a brown background.

184

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 184

18/06/14 14:01


PUR_3503_update_guidelines_juni2014_BDS_A4.indd 185

18/06/14 14:01


Packaging of priority brands

Priority brands have a particular visual treatment compared to product names. Priority brands are bigger in size and the Puratos logo is reduced in defined proportions according to the length of the strong brand, like this:

The blue grid shows the proportions to respect between the

You find all the grids on the Adam database. For further

Puratos logo and the priority brand. The longer the priority

information contact the Group Communication Department

brand the less high it is.

in Brussels at packaging_hq@puratos.com.

CARAT 186

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 186

18/06/14 14:01


Strong brands have other particularities such as their photographic style, colours, etc. Please download the specific templates from the Adam database or contact the Group Communication Department in Brussels at packaging_hq@puratos.com to receive them.

All Puratos chocolate packaging must have a dark brown top, including the pails.

Puratos Company Identity Guide

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 187

187

18/06/14 14:01


Questions? If you have any questions regarding this identity guide, please contact the Group Communication Department: by phone: +32 2 481 44 44 by email: communication@puratos.com or brandportal@puratos.com

www.puratos.com Puratos NV/SA – Industrialaan 25, Zone Maalbeek – B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 – F +32 2 466 25 81 – E info@puratos.com

PUR_3503_update_guidelines_juni2014_BDS_A4.indd 188

06/2014-BE-COR-BRO/Guidelines-EN

Blown away by the nice pictures in these guidelines? You can find them on the Brand Portal !

18/06/14 14:01


Puratos Guidelines June2014