VERSION 03 - APRIL 22 - 2022
STORY BRAND BOOK
STORY BRAND BOOK 02
“We feed the soil with our unlimited love, passion & dedication.”
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STORY BRAND BOOK
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STORY BRAND BOOK
“We create new markets, instead of supplementing existing ones. We’ve been pioneers & gamechangers since 1888.”
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CONTENTS
THE PREFACE
78 - 89
COLOURS & TYPOGRAPHY
10 - 23
99 - 101
24 - 41
102 - 115
OUR STORY
OUR STRATEGY
42 - 77
THE IDENTITY
IMAGES & MEDIA CENTER
THE STYLE ELEMENTS
116 - 143
THE APPLICATION
STORY BRAN DBOOK
06 -09
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STORY BRAND BOOK
THE PREFACE
“In everything we do, we want to excel! Not compete.”
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When you always deliver work at a leading level, you
This book is a carefully composed time recording, telling the
sometimes don't see how exceptional that actually is.
story of MNP / Suntory and how we want to take you into
Now is the time to let the world see what major impact
the future of floriculture!
we have had on floriculture with our products, brands and incomparable strength. Our new motto: Stay critical
Our ‘story brand book’ is for everyone within the ornamental
and modest but talk about what you’ve achieved much
plant sector who wants to take notice of our company and
more often. Join the debate and take the people into the
our market approach. In addition, it is a detailed manual for
future. And show how visionary we are by nature.
all creative professionals who want to integrate our corporate branding into their designs. Erwin Giezen Head Marketing, Communications & Trade
STORY BRAND BOOK
THE BOOK
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STORY BRAND BOOK 08
“From the early 90’s we created iconic sceneries with our Surfinias trailing from bridges, lampposts, facades & balconies.”
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OUR STORY
12 - 15
BRAND STATEMENT - Our passion
16 - 19
OUR HERITAGE - Pioneers since 1888 - The roses - Gamechangers - From seed to cuttings
20 - 23
BEST OF BOTH WORLDS
OUR STORY In this chapter, you’ll discover who we are, what drives us and how we want to achieve our future goals. Our brand story is only complete when people fully understand our passion and what we stand for.
STORY BRAND BOOK
- Joined forces
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STORY BRAND BOOK 12
BRAND STATEMENT
“We fully focus on breeding, selection & effective brand marketing.”
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We are pioneers & trendsetters in breeding, selecting,
marketing of the unique properties and quality with end
marketing, and licensing innovative & superior quality
consumers in our mind.
bedding plants. Our passion is to give the world unique and high-quality indoor & outdoor plants which make the
That’s why we can market our genetics (years) earlier than
modern consumer happy and the world more colourful.
other breeders. Our challenge is therefore to conquer the
Besides that, we want to create new markets, instead of
market with a small team of passionate professionals as
supplementing existing ones. How do we do this?
effectively and originally as possible. By being the first on the market, a sophisticated marketing vision, a professional
We sell our genetics to growers and propagators under
dealer network of healthy cuttings, passionate growers
license as widely as possible, so everyone can become our
making ultimate quality finished plants and wide sales
customer (licensee) or even a breeder (propagators).
channels, we can build great brand awareness and quickly
Because we don’t have our own production of cuttings we
gain large market shares.
can fully focus on breeding, selection and effective brand
STORY BRAND BOOK
OUR PASSION
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STORY BRAND BOOK
“We were the first company to distribute a descriptive catalogue of perennials in the early 20th century (the Netherlands).”
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OUR HERITAGE
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PIONEERS SINCE 1888
THE ROSES
Our roots date back to 1888, the year in which the first
We have also been a pioneer in marketing our products.
generation of the Ruys family started the plant nursery
We were the very first company in the Netherlands to
“Moerheim” in Dedemsvaart, the Netherlands. Bonne Ruys
distribute a descriptive catalogue of perennials in the
started with the breeding of vegetable seeds, shrubs and
early 20th century with the most amazing watercolour
perennials which became a huge success and made the
paintings from the well-known German artist Esther
company’s name throughout the continent.
Niedermeier Bartning.
With the Campanula Moerheimi, he won the first 'Award of
In 1909 Bonne Ruys was elected chairman of the Dutch
merit' at the Temple Show in London in 1902. Knowledge
Horticultural Association, a position he held for over thirty
about creating borders in gardens became increasingly
years. He was also well known outside the country's borders.
popular and the demand for perennials rose. Due to
In the 1920s he was president of the Fédération Horticole
reduced income because of the First World War, a garden
Professionale Internationale. In 1928 he was made an
architecture department was established in 1916. Its main
Officer of the Order of Orange Nassau and in 1938 an
aim was to provide information about the selection and
Officer of the Order of the Mérité Agricole of France. In 1942
composition of plants for gardens and parks.
Bonne stepped down from the board of the company and his children and grandchildren continued the business.
The search and cultivation of new plants have played a very important role in our company’s history. Many varieties were
In the post-war years, Moerheim started with outdoor roses
found almost a hundred years ago and are still on today's
and they were one of the first to collaborate with the French
market. For example, Delphinium Moerheimii, Astilbe Betsy
rose breeder Meilland. Who are, to this day, shareholder of
Cuperu and Phlox Spitfire. Because of deliveries to the Royal
our company. Around 1960 we started with the selection
Gardens of Soestdijk and Het Loo in 1904, Moerheim was
and sales of cut roses, which in 1970 led to the opening of a
allowed to use the title of Purveyor to the Royal Household
subsidiary called Moerheim Roses and Trading in the west of
and changed its name to “Royal Nursery Moerheim”.
the country led by Theo Ruys. At that time, several successes were achieved with the introduction of new cut roses from breeding such as Baccara® and Sonia®.
STORY BRAND BOOK
“The elderly house was called “Moerheim” (house in the peat).”
READ MORE
Sources: tuinenmienruys.nl - wieiswieinoverijssel.nl - archives MNP / Suntory
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STORY BRAND BOOK
“We changed the game. Where plants were always grown from seed, now almost all are grown from cuttings.”
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GAMECHANGERS
FROM SEED TO CUTTINGS
Through the export and trade in Japan with Keisei Rose
With our extensive cooperation, we have completely turned
Nurseries, in 1987 we came in contact with the company
the ornamental plant sector upside down. It was now a
Suntory®, which was mainly known for its whiskeys,
foregone conclusion for many propagators to only set up
liqueurs, beers and soft drinks, but they also had a small
productions with young plants from cuttings. From this
plant breeding section together with Keisei Rose
moment on seed raised Petunia’s got a strong competitor.
Nurseries. They were looking for a trusted partner with knowledge about the European market to introduce their
It's interesting to know if you are or have been working
genetics. With a lot of interest, Theo Ruys and the current
within the floriculture industry, that many international
CEO of MNP, Jeroen Egtberts, flew to Japan to see their
propagators and/or breeders as you know today would
varieties. This is where they saw the future of (bedding)
not have existed or have been so successful without the
plants.
discovery, evolution and bold introduction of this first Petunia from cuttings by MNP / Suntory in 1990.
flowering fields with amazing flowers and growth
Since the introduction of Surfinia® 30 years ago,other
characteristics. In 1988 Jeroen pitched the European
milestones have followed. We’ve introduced the first
marketing plan for this new trailing Petunia species and
mini-petunia or Calibrachoa (Million Bells®), the first
called it Surfinia®. The introduction in Europe began, along
Pericallis (cineraria) from cuttings named Senetti®, the first
with the opening of a new business unit called Moerheim
Red Mandevilla (Sundaville® Red), and the further
New Plant (MNP) in 1989.
innovation of the Mandevilla/Dipladenia group as a pot & tub plant. The first compact and early flowering pink and
After thorough tests and selections, we introduced the
white Euphorbia (poinsettias) with Princettia®. We innovated
Surfinia® Purple in 1992. This was the world’s very first
the Scaevola market with the new Surdiva® varieties. The
(trailing) Petunia from cuttings, which turned out to be a
latest introduction and revelation of the large-flowered,
global revolution. Surfinia® Purple would be the best-selling
compact strawflowers (Xerochrysum Bracteatum) as a pot
Petunia worldwide for a long time. Alongside this success,
plant (Granvia®). Year by year we are enlarging all the
we obtained the future rights for test, selection, marketing &
brand's collections with unmatched quality and innovative
sales of all Suntory® genetics in Europe, the Middle East,
varieties.
and Africa as head licensor.
BS TR OA RN YD BB OR OA KN D B O O K
They discovered a totally new Petunia variety in their
31 90
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BEST OF BOTH WORLDS
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JOINED FORCES From 2021 we are proud to sell our commercial services
It's the cultural strengths that connect and reinforce us. The
and products in Europe, the Middle East and Africa under
Japanese innovativeness and the immense sense of detail in
the name MNP / Suntory! This commercial move allows us
combination with the Dutch effectiveness and free trading
to communicate our corporate message in a stronger and
spirit has been the formula for success for so long but the
more efficient way.
most important thing is that we’re honest, loyal and respect each other. This is how we keep building a stronger and
By working together intensively for over three decades, MNP (the Netherlands) & Suntory Flowers Ltd. (Japan) became inseparable. The partnership we have, moved from a strong collaboration to a solid cooperation.
more recognizable brand for the future.
STORY BRAND BOOK
“Loyalty, trust & honesty are the most important ingredients for our success.”
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“Teamwork makes a dream work. That’s the secret of our solid cooperation.”
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OUR STRATEGY
26 - 27
LICENSING MODEL - Growing together
28 - 31
MARKET APPROACH - Keep pushing - Push & pull
32 - 37
BRAND VALUES - Four promises - Tone of voice - Employer branding
Starting from a uniquely distinctive proposition, we want to strengthen our position within the European floricultural market. We have created well-known trademarks from top quality genetics. Our new goal is to push our strong trademarks to recognizable consumer brands within wholesale and (online)retail. We want to connect supply & demand more often in order to grow and become even more relevant in the future. In this chapter, we show you the new push & pull strategy we’re implementing from 2022 onwards.
CONNECT & INSPIRE See, hear & experience
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OUR STRATEGY
38 - 41
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LICENSING MODEL
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GROWING TOGETHER With our business model we sell genetics under license (PBR) mainly for vegetative plant propagation (cuttings) to specialized companies, so called propagators. Due to this model, we have grown into experts and pioneers in the field of high-quality summer bloomers. This model offers many advantages as we mentioned before. Another big advantage is that with a wider distribution of our products we can get a more effective
STORY BRAND BOOK
market coverage and also healthy business competition arises, which has a positive effect on the sales numbers and prices to remain relatively stable and low. Fruitful partnerships To be successful as a breeder we need to bring the plants to the people. Of course, we can’t do this alone! That’s why we see every company in the supply chain as a stakeholder. Every link within it is equally important. Therefore, we’re incredibly proud and grateful that we have already worked, for over 30 years, with the largest and most distinguished propagators & growers worldwide. (Small) selection of licensies | MNP / Suntory 2022
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MARKET APPROACH
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01 Breeding, selection, marketing & licensing
02 Propagators (Licensees)
KEEP PUSHING
03 Growers
Our genetics are top-notch, and all our 'power' brands are market leaders in their own category. Mainly because we have created them ourselves, changed it or evolved it for the better. 04 Wholesale & exporters transition from distinguished trademarks to recognizable consumer brands and stimulate the marketing of our new genetics in the next 10 years? We want to increase the brand awareness and visibility of
05 (online) retailers & florists
our quality brands by linking them together and being a connecting factor throughout the supply chain. Therefore, we need a proactive and creative market approach. We will move from push to a push-pull strategy to broaden our playing field. Our communication has to reach not only propagators and growers but also exporters,
06 Consumers
wholesalers, (online) retailers and even consumers.
STORY BRAND BOOK
Now, it’s time to take the next step. How can we make the
Push-pull market aproach | MNP / Suntory 2022
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“The house of brands headquarters & the ‘plant pioneers experience’ in Leimuiderbrug, The Netherlands.”
PUSH & PULL To implement the new push-pull strategy efficiently and effectively, we developed a totally new corporate “house of brands”' proposition, in order to reposition us for
STORY BRAND BOOK
better recognizability, memorability and therefore a higher brand value. With this unique and distinctive proposition, we want to connect all our standalone trademarks. Therefore, they will strengthen each other and our corporate position within the floricultural market. Eventually, we can market our new genetics faster & more efficiently and make our trademarks more visible and recognizable on store shelves. This brings us a step closer to our passion, which is creating unique plants to make consumers happy and the world more colourful. House of brands strategy | MNP / Suntory 2022
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BRAND VALUES
“We want to be an authentic authority within the floriculture sector.”
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FOUR PROMISES 1. Environment & Responsibility
with utmost care by our specialized professionals, to make
We strive to integrate social corporate responsibility into the
sure our plants are healthy, disease resistant, robust and
organization in order to help in resolving social and
have the brightest flower colours possible.
environmental issues. We can make a difference through our innovation, knowledge, skills and large network.
4. Cooperation and partnerships
Together with our licensees and partners, we pay attention
We believe that working together for a common goal is the
to sustainability, using all kinds of criteria as a standard for
key to success. For this reason, we continuously collaborate
our products and services which we sell and purchase.
and join divergent projects within the floricultural sector. This allows us to stay up-to-date with the opinion and trends
2. Innovation & education
in the market, which keeps us fresh in our minds, with our
We always stay ahead which keeps us assured of innovative
feet on the ground and encourages us to improve each day,
new products every year. Our intent remains to be the
being able to stand out from the pack.
skilled employees. Furthermore, we invest in knowledge by
Vision:
contributing to social organizations that educate and inform
“We want to help people to design spaces consciously, to
people about the environment and floricultural industry. In
create a place where plants can be enjoyed in every aspect
this way, we hope to give people the tools to create a stable
of their natural beauty.”
and sustainable future for themselves, their children and their surroundings.
Mission: “We want to be an authentic authority within the
3. Highest quality
floriculture sector. Our high quality innovative products
Our aim is to assure our customers with top quality plants.
and surprisingly progressive marketing strategy should be
We want to give growers the best possible genetics and rich
identifiable by everyone, all the way up to and including the
flowering and valuable plants to the end consumer.
end consumer.”
Therefore, our plants are constantly tested and monitored
STORY BRAND BOOK
cutting-edge company we are, with the help of our highly
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“Take people into the future, show them how visionary we are by nature.”
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TONE OF VOICE For our researchers, product developers and specialists,
joy of working with the newest plants every day and our
it’s sometimes difficult to explain exactly what they do.
confidence to keep breeding and selecting the most
We often work on particularly complex matters, with
innovative varieties possible. We believe that we have to stay
unique technologies and a great foresight into the
close to ourselves, stakeholders and all the people who
future. Moreover, our employees are modest and don’t
make our successes possible.
easily take credit for what has been achieved. But explaining how things work and what the future might
Therefore, our tone of voice has to be outspoken and proud,
look like is something we, “the plant pioneers” are best
but also reliable and calm, to emphasize that all efforts we
at.
put in our work are always guided by love, passion, knowledge and the utmost professionalism.
Our new motto: stay critical and modest but talk much more take people into the future, show them how visionary we are by nature. We are the plant pioneers and we’re proud of it! This isn’t an empty slogan! We have actually proven this over the past three decades. Today we face the world with a new awareness. Embodying this attitude, we’re able to boast our high quality portfolio, corporate identity and our brand value. To do this, our communication has to express the pride for the amazing results we have gained in the past 30 years, our
Do
MNP / Suntory
Don’t
MNP Suntory
Do
MNP / Suntory
Don’t
MNP/Suntory
Do
The plant pioneers
Don’t
Plant pioneers
Do
Rely on our own strength
Don’t
Compare (We are better than...)
Do
Floriculture
Don’t
Horticulture
Do
Ornamental plant sector
Don’t
Ornamental horticulture
Do
Licensees
Don’t
Customers
Do
Novelties
Don’t
New products
Do
Eénjarige seizoensplanten
Don’t
Eénjarig perkgoed (Dutch)
Do
Potplanten & éénjarige zomerbloeiers
Don’t
Perkplanten (Dutch)
STORY BRAND BOOK
often about what we have achieved. Join the debate and
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STORY BRAND BOOK 36
“Every employee contributes to the company's success. With love, passion & unparalleled skills.”
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Every person at our company is the key to the
Working at MNP / Suntory expect to learn forever. Our
company's success. Thanks to the love, passion and
company has a high number of long-lasting employees (the
high-skilled level of all the people involved, we can reach
average is more or less 17 years!) and we are very proud of
superior quality products and make efficiency, one of
it. Their presence ensures a solid knowledge base and high
our cornerstones. We’re a small company composed of
productivity, which translates into excellent sales and a
highly qualified specialists who strive every day to make
satisfactory level of performance. Now we want to transmit
things better.
all our knowledge to younger employees, fresh from studies that are looking for a challenging environment where they
Together we are able to achieve more. During the last 30
can experience innovation and high skills capabilities, but
years, we became closer and closer to each other, creating a
also bring fresh ideas to the company and new points of
strong company culture that allows us to feel at home while
view!
we’re working. The new branding design has been conceived to enhance the pride of working for a company that
The working days spent at our company headquarters and
throughout its history has always had the courage,
greenhouse pass pleasantly and with a smile. Working hours
resources and desire to evolve and improve itself giving also
are marked in time to the music that plays in every office
its employees the possibility to grow with it, respect it and be
and the greenhouse is always open to everyone who is
happy to work alongside it.
searching for colourful inspiration or a pleasant walk to see the plants!
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EMPLOYER BRANDING
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CONNECT & INSPIRE
“Visit our new ‘plant pioneers experience’ now. A world of inspiration, education and interaction.”
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To show to the public what’s behind our floricultural
works, what we take in consideration during our trials &
universe, every year we invest in more open trials, inviting
selection and why we put so much effort in building
more people to see our novelties and update our facility to
recognizable trademarks.
the latest trends. With this year-round “Plant Pioneers Experience” we want to
MNP / Suntory
From 2022 we also have a new dedicated pavilion in our
invite & connect with people who are just curious about our
Weteringweg 3A
greenhouse that is made to involve people in a 360° tour
novelties, our professional team and the way we work. So, if
2155 MV, Leimuiderbrug
through our world. It’s called ‘Plant Pioneers Experience’.
you work for a propagator, grower, wholesaler, exporter,
The Netherlands
(online) retailer or florist and want to know more, visit us When you enter the experience, you’ll discover with your
and take a look into the world of “the plant pioneers”. Just
own eyes what a pioneer’s journey consists of. Check out all
contact us and we can schedule an appointment for a
our novelties year-round, find out how our breeding process
personalized tour by one of our professionals.
www.mnpflowers.com/experience info@mnpflowers.com +31 (0) 172 506 700
STORY BRAND BOOK
SEE, HEAR & EXPERIENCE
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“Immerse yourself in the world of the plant pioneers & experience the future."
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THE IDENTITY
44 - 47
64 - 69
- What drives us
- 6 badges
TAGLINE & PAY-OFF
BACKGROUND USE - The usage
48 - 57
THE LOGO - Wordmark - The merge - Whitespaces - Background usage
- Wrong usage
70 - 71
CORNER BADGE - Corner badge use
72 - 73 58 - 63
THE BADGE
SOCIAL BADGE - Love always wins
- Why a badge - Readability 74 - 77
BADGE GRAPHICS - One and a half - The numbers - Illustration use
NEW BRAND IDENTITY In this chapter, you’ll find our re-branded corporate
different green colours with a fluorescent neon edge. Part
identity. It’s the result of hard work, research and good
of this new identity is also our new pay-off and tagline.
thinking. The new identity embodies and reflects perfectly
They represent our innovative power, what we excel in as
our values and new brand positioning. It looks fresh,
a company and our new, more outspoken tone of voice.
modern and radiates future & innovation due to the use of
Enjoy the reading!
STORY BRAND BOOK
- Whitespaces
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TAGLINE & PAY-OFF
“The new identity looks fresh, modern and radiates future & innovation.”
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WHAT DRIVES US In order to create the best tagline possible, which
awareness. Leading to better profits, a longer product life
describes exactly who we are and what we do we have
cycle, free brand ambassadors, retaining buyers and
searched for what distinguishes us and what we excel
therefore increasing sales and larger market shares.
in. These are the four key features we stand for in being successful.
4. Superior quality has to be not only new and innovative but also superior
Always stay ahead by introducing the most innovative new
quality in the widest sense of the word. Vast collection,
products every year combined with distinctive and
technical & sustainable quality for growers, export quality,
trendsetting brand marketing propositions based on the
shelf-life quality for retailers and eventually the best quality
latest consumer trends.
in garden performance for the end-consumer.
2. Fast & creative Efficiency encourages creativity and decisiveness. A small
Tagline MNP / Suntory 2022:
and flexible organization with short lines of communication
“The plant pioneers”
encourages being a front runner and stimulates innovation to any market changes.
Pay-off MNP / Suntory 2022: “Pioneers and trendsetters in breeding, selecting,
3. First mover advantage & branding
marketing and licensing of innovative and superior quality
Being the first brand is key. A well thought consistent and
(bedding) plants.”
recognisable identity creates positive feelings and increased
STORY BRAND BOOK
A successful product consists of several technical features. It 1. Innovative & trendsetting
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Pioneers and trendsetters in breeding, selecting, marketing and licensing of innovative and superior quality (bedding) plants.
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THE LOGO
READ MORE www.mnpflowers.com/brandbook
WORDMARK In the last 30 years, we were always searching for the best way to communicate the two companies simultaneously and their collections alongside each other. In 2017 we had the chance to use the new global Suntory Holdings Limited water wave logo, at the same time we also shortened ‘Moerheim New Plant’ into the ‘MNP’ acronyms. This was an excellent opportunity to create a new logo that could match the style of the Suntory logo. Now the two wordmarks have the same impact.
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50
“Our goal was to create a compact and simple logo that would show the solid cooperation between our companies.”
THE COMBINATION However, both organizations working together for such a long time. MNP & Suntory Flowers Ltd. are still two 75%
separated companies. Therefore, our goal was to create a compact and simple wordmark that would show the solid cooperation between our companies by keeping
STORY BRAND BOOK
their own identity.
The Suntory wordmark is lighter than the MNP wordmark with an opacity of 75% of the original colour. It gives an overall fine dynamism and communicates
50%
effectively that it’s composed of two combined wordmarks. The typography of both wordmarks has an even size, with the same compactness, creating balance that stands for collaboration & equality. Readability & recognizability are key. Minimum size
25%
The minimum size for wordmark use has a size of width 20 x height 7,5 mm.
Readability rectangle logo | MNP / Suntory 2022
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“Both wordmarks have an even size, with the same compactness, creating balance.”
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Opacity = 100%
Opacity The Suntory wordmark is lighter (75% opacity), this shows that the new logo consists of two separate wordmarks. It gives a fine dynamic to the logo.
STORY BRAND BOOK
Opacity = 75%
53
1/2 of total logo height
1/2
1/1
1/2
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1/2 of total (origional) logo height
1/2
WHITESPACES With the new logo on a grid, the upper & lower whitespaces have to measure exactly half the height of the wordmark itself. In that fashion, the fonts have enough whitespace and
1/2
spacing which makes it enjoyable to read.
Whitespace rectangular logo | MNP / Suntory 2022
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1/4 1/2 1/2
1/2
1/2 1/1 1/2
1/2
1/2 1/2 1/4
1/4 1/2 1/2
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1/2
1/2 1/1 1/2
1/2
1/2 1/2 1/4
Whitespace on different shapes | MNP / Suntory 2022
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BACKGROUND USAGE Readability & recognizability are the most important
important guidelines. Use a white logo on a darker
guidelines for using the new logo. It has to be well visible
background and the green logo on a light background. Make
and stand out from the background. It doesn’t matter if this
sure that the logo is always readable also from a further
is just a full colour background or image. There are three
distance.
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THE BADGE
The Greenhouse & laboratory symbol stands for “innovation + trends”
WHY A BADGE We created a badge to use as a simple and unified ‘house of brands’ symbol on our individual (power)
The plantlabel symbol stands for
brand communications.
“strategic marketing + branding”
Having found the perfect wordmark and an impeccable tagline, we wanted to create a meaningful badge in terms of shape and design language. The badge shape becomes a communications. So, nothing in our new branding is left to chance. Our innovative instinct and trendsetting purpose are represented through the shape of a greenhouse and a lab, symbolized by the upper half of the badge. The lower part represents the final part of a plant label. It represents our ability in strategic marketing and branding and our capability to create new markets. The combination of the greenhouse with the plant label embodies the pillars of the MNP /
The Greenhouse combined with the plantlabel symbol stands for the strenghts of two combined companies “MNP + Suntory”. This is the “plant pioneers badge”
Suntory identity. This has become the official “plant pioneers badge”.
STORY BRAND BOOK
recognizable main theme through all our corporate
The pioneers badge evolvement | MNP / Suntory 2022
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Evolution The transformation from the corporate rectangle logo to the plant
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pioneers “house of brands” badge.
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75%
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READABILITY The badge can be used in all sizes. The most important thing is to maintain readability clear at each size. The minimum size for badge use has a size of 20 x 7,5 mm.
50%
25%
1/3 of total logo width
1/3
1/1
1/3
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1/3 of total logo width
WHITESPACES With the new badge on a grid, the upper & lower whitespaces have to measure exactly one third of the width of the wordmark itself. In that fashion, the fonts have enough whitespace and spacing to make it enjoyable to read. The pioneers badge evolvement | MNP / Suntory 2022
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BACKGROUND USE
DOWNLOAD www.branding.mnpflowers.com 1
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5
6
6 BADGES There are 6 different badges. Made to give the widest applications in terms of design and visibility as possible. On the next few pages we explain exactly how to use them.
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Scan for download media
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1
1
1
3
3
5
2
5
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2
2
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6
THE USAGE Readability & recognizability are the most important guidelines for using the new badge. It has to be well visible and stand out from the background. It doesn’t matter if this is just a full colour background or image. Above you see all the possibilities there are for usage. Also, make sure that the badge is always readable also from a further distance. Sometimes you have multiple options to choose from, you are free to pick up the style you like the most to use in your design.
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4
WRONG USAGE Above you see how not to use the badge on several backgrounds. Keep in mind, the shape has always to be outlined in combination with the background if the shape is not filled with a contrasting colour. Beneath the wrong usage there are the right options you could use.
1
5
3
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CORNER BADGE
MNP / Suntory Weteringweg 3a 2155 MV Leimuiderbrug The Netherlands
/mnpsuntory
/mnpsuntory
MNP / Suntory Weteringweg 3a 2155 MV Leimuiderbrug The Netherlands
T +31 (0) 172 506 700 info@mnpflowers.com www.mnpflowers.com www.beedance.eu
/mnpsuntory
/mnpsuntory
Corner badge on square leaflet
CORNER BADGE USE The corner badge is the ultimate usage for the house of brands badge. It can be used in all single branding catalogues or commercial communication in accordance with the colours and the styles of each brand.
EN
/mnpsuntory
T +31 (0) 172 506 700 info@mnpflowers.com www.mnpflowers.com www.beedance.eu
/mnpsuntory
/mnpsuntory
/mnpsuntory
Corner badge on vertical (landscape) leaflet
/mnpsuntory
/mnpsuntory
/mnpsuntory
/mnpsuntory
Corner badge on horizontal (portrait) leaflet
STORY BRAND BOOK
MNP / Suntory Weteringweg 3a 2155 MV Leimuiderbrug The Netherlands
T +31 (0) 172 506 700 info@mnpflowers.com www.mnpflowers.com www.beedance.eu
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SOCIAL BADGE
Support the LGBT community
Support Pink Ribbon foundation
Celebrate “Golden Week” Japan
THE PLANT PIONEERS
STORY BRAND BOOK
Stand with Ukraine
POWER BRANDS ®
LOVE ALWAYS WINS
HOME
We are committed to our social responsibility. We have created different types of so called ‘‘social badges’ that have been adapted from the original to support different causes we believe in and that we try to support through solidarity and specific acts. Also, the tagline ‘love always wins’ could be used for almost every cause.
THE
PRODUCTS
DUTCH SPRING TRIALS
FLOWERTRIALS®
ABOUT
WHERE TO BUY
MEDIA CENTER
73
CO
STORY BRAND BOOK
s Leimuiderbrug 74
BADGE GRAPHICS
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THE LOGO
30
“We will continue to feed the soil with our unlimited passion.”
30
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Pioneers and trendsetters in breeding, selecting, marketing and licensing of innovative and superior quality (bedding) plants.
ONE AND A HALF The badge can be used as a single design element to dress up the design work. And can be used in two different ways. Like a thick outlined shape and as a thin (half) outlined shape as you can see on the right above.
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30
75
THE NUMBERS As you can see we also created our own number characters that we derived from our thick outlined plant pioneers badge. In this story brand book, they are shown at the
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beginning of each chapter.
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Available for propagators now
ILLUSTRATION USE
Available for propagators now
HTA Award 2017
HTA Award 2017
HTA Award 2017
30
30
30
As you can see above, there are multiple possibilities to use ‘the plant pioneers badge’. For example, to communicate novelties or news in the single branding communication, or our trademarks can be mixed with our wordmark on a single unique badge.
Page number elements
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Available for propagators now
77
STORY BRAND BOOK 78
COLOURS & TYPOGRAPHY
80 - 83
THE COLOURS - Primary colours - Secondary colours
84 - 87
THE TYPOGRAPHY - Lay-out example
88 - 89
PAGE FORMAT
COLOURFUL FORMATS In this chapter, you’ll read and see the bright & shiny colours we’ve chosen to represent our new brand identity and also the selection we’ve made to the new typography style we’ve also used in this story brand book. You’ll find examples, so enjoy these pages!
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- H1 title
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THE COLOURS
PRIMARY COLOURS All our primary colours derive from green nuances to underline our link to nature and earth. The different shades of Pantone are well suited for use on the web and printed
Pantone
Pantone
Pantone
Pantone
Pantone
Pantone
560 C - 560 U
329 C - 329 U
7723 C - 7723 U
7478 C - 7478 U
2253 C - 2235 U
7604 C - 7604 U
R 0 G 33 B 31
C M Y K
85 38 50 84
R 0 G 85 B 76
HEX CODE
HEX CODE
#00211f
#00554c
C M Y K
100 8 50 40
R 77 G 166 B 127
HEX CODE #4da67f
C M Y K
55 0 25 33
R 149 G 255 B 185
C M Y K
33 0 25 0
R 198 G 255 B 219
C M Y K
19 0 14 9
R 243 G 239 B 233
HEX CODE
HEX CODE
HEX CODE
#95ffb9
#c6ffdb
#f3efe9
C M Y K
2 3 4 5
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OFF-WHITE
MINT GREEN
FLUOR GREEN
FIELDS OF GREEN
FORREST GREEN
DARK GREEN
paper without losing brightness.
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SECONDARY COLOURS Secondary colours are linked to our relationship with nature,
90%
80%
70%
#000000
#003a32
#00554c
#4da67f
#95ffb9
#c6ffdb
#ffffff
#f3efe9
#e1d4bc
#3c4238
OLIVE GREEN
SEEWEED GREEN
TAUPE
OFF-WHITE
WHITE
OCEAN GREEN
FLUOR GREEN
FIELDS OF GREEN
FOREST GREENN
GRASS GREEN
DARK GREEN #00211f
#565d47
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100%
BLACK
OPACITY
deriving from all green shades, ocean and taupe.
60%
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THE TYPOGRAPHY
GOOD PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&@€$%()[].,!?|*
Good pro
ITC Franklin Gothic Std abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&@€$%()[].,!?|* core circus abcdefghijklmnopqrstuvwxyz 0123456789&@€$%()[].,!?|*
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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&@€$%()[].,!?|*
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H1 TITLE
LOREM IPSUM DOLOR SIT
Good pro - XCond Medium (Digital) size 20px, line spacing 20px, text spacing 200px
H3 + INTROTEXT
Lorem ipsum dolor sit amet
Open sans - Bold
incididunt ut labore et dolore magna aliqua. Ut enim ad
consectetur adipiscing elit, sed do eiusmod tempor
(Digital) size 8px, line spacing 13px, text spacing 0px
TEXT
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed
Open sans - Regular
aliqua. Ut enim ad minim veniam, quis nostrud exercitation
do eiusmod tempor incididunt ut labore et dolore magna
(Digital) size 8px, line spacing 13px, text spacing 0px
QUOTES ITC Franklin Gothic Std - Heavy
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(Digital) size 19,5px, line spacing 22px, text spacing 0px
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QUOTES SANS-SERIF
“Lorem ipsum dolor sit amet, consectetur adipiscing.” “consectetur adipiscing elit.”
ITC Franklin Gothic Std Pro - CnDmIt (Digital) size 19,5px, line spacing 22px, text spacing 0px
LOWERCASE open sans - Regular (Digital) size 6px, line spacing 9px, text spacing 0px
Sed ut perspiciatis unde omnis iste | MNP / Suntory 2022
H1 TITEL SIGNS Core circus - Regular
H2 TEXT SIGNS Core circus - Regular
HEADER WELCOME Thirsty script - Extra bold
LOREM IPS UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATI
Welcome, Bienvenue, Benvenuto, Willkommen, Welkom, Bienvenido, ようこそいらっしゃいました。
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. H3 + introtext Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste | MNP / Suntory 2022
“Quote example Lorem ipsum dolor sit amet, consectetur adipiscing elit.”
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LAY-OUT EXAMPLE
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PAGE FORMAT
Whitespace area Maximum image/illustrations area
“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut.”
Inline quote area Inline text area
Lorem ipsum dolor sit amet, consectetur adipiscing elit,
rem aperiam, eaque ipsa quae ab illo inventore veritatis et
sed do eiusmod tempor incididunt ut labore et dolore
quasi architecto beatae vitae dicta sunt explicabo. Nemo
magna aliqua. Ut enim ad minim veniam, quis nostrud
enim ipsam voluptatem quia voluptas sit aspernatur aut odit
exercitation ullamco laboris nisi ut aliquip ex ea
aut fugit, sed quia consequuntur magni dolores eos qui
commodo consequat. Duis aute irure dolor in
ratione voluptatem sequi nesciunt. Neque porro quisquam
reprehenderit in voluptate velit esse cillum dolore eu
est, qui dolorem ipsum quia dolor sit amet, consectetur,
fugiat nulla pariatur. Excepteur sint occaecat cupidatat
adipisci velit, sed quia non numquam eius modi tempora
non proident, sunt in culpa qui officia deserunt mollit
incidunt ut labore et dolore magnam aliquam quaerat
anim id est laborum.
voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut
Sed ut perspiciatis unde omnis iste natus error sit
aliquid ex ea commodi consequatur? Quis autem vel eum
voluptatem accusantium doloremque laudantium, totam
iure reprehenderit qui in ea voluptate velit esse quam nihil
227 px
28 px
20 px
H1 TITLE
227 px
Textarea | column-reach (227 px), column-spacing (28 px)
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IMAGES & MEDIA CENTER
92 - 97
IMAGE USE - Imagery - Wrong use of images
98 - 101
MEDIA CENTER - Your media tool
THE MEDIA As you can imagine, we have lots of pictures and images showing our colourful products. But which are the most suitable to use? Let’s discover it reading this chapter! Here you’ll find guidelines for image selection & usage with practical examples and a useful guide that explains step by step how to use our valuable database. It’s fundamental to make you confident and independent to upload & download all the pictures you need to complete your communication.
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- How to use
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IMAGE USE
IMAGERY Premises High resolution pictures from the MNP / Suntory facilities. Pictures with a lot of depth and imagination power. It should be radiate innovation, attention to detail, care for the premises and gardens. And everything has to be clean, neat and tidy.
Breeding & selection High resolution images of the breeding & selection process. Images of the (young) plants in the greenhouse, trial gardens or “the plant pioneers” experience center. The pictures need to have some depth and the greenhouse and workflow has
Craftsmanship Pictures that emphasizes the craftsmanship that goes into our products. Hard working people who make their hands dirty to bring you only the best of the best. A lot of work is done in sterile environments like laboratory and big clean greenhouses but 80% of the work is still done with our and our growers “fingersptizengefühl” as we call it.
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to be clean, neat and tidy.
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Natural materials To support the feeling that a lot of work is still done by hand by hard-working people with a passion for natural products to make people happy and the world a bit greener, we use calm images of natural materials such as leaves, soil, wood, cardboard etc.
People at work Without our passionate and highly skilled employees we are nothing. They are MNP / Suntory. They are our ambassadors and responsible for the high quality products they work with every day. That’s why we want to put as many as possible
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into the spotlight and let them tell their daily story.
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Green, greener, greenest For working with natural products like plants every day you have to have some sort of green fingers. Green is therefore the most important colour we can think of at MNP / Suntory. From cuttings to mother stock to the fresh leaves with waterdrops and young flower buds. Therefore, we use high resolution green close-ups of our products. They make our other pictures from colourful flowers stand out much more.
Close-ups Plants always appeal to the imagination. The intense colours of flowers and plants are impossible to re-create. The closer you get, the more beautiful the world of nature becomes. The unique structures and the striking colours is what makes the work that can be done so beautiful. Each and every day.
Mock-ups & tradefairs The plants we create have to be sold. Otherwise, what’s the point? The tools we use to differentiate us from the competition needs to be communicated to be visible. Therefore, we use high resolution pictures from our trade fairs, actual branding or mock-ups. Be careful to only
Ambients People have to be seduced to get interested and buy plants. The way to do this is by showing them the highest quality pictures of our plants. Plants in combination with their surroundings, plants in combination with nature and insects, plants in pots and plants inside homes. Only use the best of the best pictures for these. If you have doubt about a single picture, just skip it and choose another. “Kill your darlings!”
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communicate high-res and quality pictures from these.
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WRONG USE OF IMAGES
No under- or overexposure Be aware not to use pictures that are under or overexposures.
(Northern) European style Be aware to not use images which do not fit into the (northern) European style. Because of target groups and effectiveness, maintain the same style of photography for all
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products.
96
No flat colours Our products are so beautiful in their natural surroundings, they deserve to be presented in a rich colourgraphy. So be aware to not use any flat colours.
No bad quality plants and/or compositions It is strictly prohibited to not use bad quality images from our plants. Be aware to only use checked and approved images from the products database on the MNP-NAS01. If you are not sure about the plant quality, you should ask Jeroen Egtberts.
No selection number tags It is strictly prohibited to not use any images with selection numbers or number tags. This is because a lot of those numbers are confidential and for internal use only. Next to
No out of focus and/or blurry image As we said before. Be aware of image and plant quality. It is strictly prohibited to not use bad quality images from our plants. If you are not sure about the image or plant quality, you should ask Jeroen Egtberts.
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that, it could be a not registered or protected variety.
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MEDIA CENTER
DOWNLOAD www.branding.mnpflowers.com Scan to download media
YOUR MEDIA TOOL As pioneers and trendsetters in breeding, selecting, marketing and licensing innovative and superior quality (bedding) plants, we aim to present our brands in a 360° Marketing manner. We believe that if we do so, product recognizability, product appreciation, price steadiness throughout the chain and therefore brand-lifetime increases. So good use of all resources will provide
THE PLANT PIONEERS
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
benefits. With images, stock photos, logos, artwork, colour guides, texts, labels, POS materials etc. this sales. Contents Everything you read and see in this Story Brand Book you can find in the media center as well. So, if you’re a propagator, grower, wholesaler, exporter, retailer, influencer or journalist here you’ll find all the things you need to compose your communication or POS materials. Terms and conditions Certain rules and conditions apply to the use of the database. You can find these on the login page.
STORY BRAND BOOK
library provides you with an easy way to boost your
99
DOWNLOAD www.branding.mnpflowers.com Scan for download media
THE PLANT PIONEERS
STORY BRAND BOOK
HOME
100
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMA
THE PLANT PIONEERS
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
HOME
IMAGES
BRANDING
MY SELECTIONS
USERS
BRANDS
REMARKS
GROUPS
UPLOAD
LOGOUT
HOW TO USE 1) Search by group
THE PLANT PIONEERS
You can search by group using categories, with or without a
THE PLANT PIONEERS
keyword combination. For example, the keyword “Sundaville” and category “new”. Or the category “collection” in combination with the type of photo as “close-up”. 2) Search by keyword You can search with one or more keywords at the same time, for example, “Sundaville cream pink”. Then you only get photos that actually include that variety and colour. Don't forget to reset the filters before starting a new search. 3) Download formats There are three web-based aspect ratios available for download. From small, medium to large. 4) My selections Click on the chosen picture to include it in your personal ‘my selections’ tool. And easily download multiple files or share it with a colleague.
THE PLANT PIONEERS
THE PLANT PIONEERS
STORY BRAND BOOK
UT
THE PLANT PIONEERS
101
STORY BRAND BOOK 102
THE STYLE ELEMENTS
104 - 107
BRAND ICONOGRAPHY - Use of icon set - Brand icons
108 - 111
BRAND ILLUSTRATIONS - Sundavile® sketches - Pot variety sketches - Surfinia® sketches
112 - 115
INNOVATION ELEMENTS - The elements
USE OF ELEMENTS In this chapter we will show you the design elements that we create to enrich our innovative and new brand identity. You will find a set of icons, sketches and graphic elements that symbolize our visionary and innovative way of working. Use them as you like.
STORY BRAND BOOK
- How to
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STORY BRAND BOOK 104
BRAND ICONOGRAPHY
DOWNLOAD www.branding.mnpflowers.com
USE OF ICON SET To complete our identity style, we have implemented our icon set. It emphasizes technical information and product information to be directly recognizable at first glance. The icons can be used on websites, leaflets and magazines, but also on the back of labels and on printed pots.
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Scan for download media
105
DOWNLOAD www.branding.mnpflowers.com
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Scan for download media
106
All our brands have their own style and identity passionately created by our own marketing department. The brand identities are also composed of brand icons which are mainly used on brand websites, leaflets and magazines. The icons reflect brand identities which are recognizable at first glance due to their customized graphics.
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BRAND ICONS
107
STORY BRAND BOOK 108
BRAND ILLUSTRATIONS
Sundaville® drawings are carefully made to underline the versatility of this brand of plants. Their use is very functional on printed leaflets and as graphic signs on Social Media and digital pictures.
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SUNDAVILLE® SKETCHES
109
STORY BRAND BOOK 110
POT VARIETY SKETCHES Our plants are multiple and various, so their combination includes infinite possibilities in shapes and styles. We illustrated all of those in these 12 sketches showing all the different pot sizes.
For the Surfinia® brand, we did the same. They represent the Petunias at different stages of their growth process and in different shapes. This underlines the multiples possibility with this variety of plants.
STORY BRAND BOOK
SURFINIA® SKETCHES
111
STORY BRAND BOOK 112
ELEMENTS OF INNOVATION
The graphic elements are useful to underline and stress important concepts for our House of Brands. Their graphics are inspired by our innovative attitude and our connective function through the market.
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THE ELEMENTS
113
UTUR
FUTURE TRENDSETTERS
LEADING INNOVATIONS
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CREATE MARKETSS
114
PASSION & FULL FOCUS
LOVE
TRENDS
CREATE MARKETSS
PASSION & FULL FOCUS
HOW TO The graphic elements can be used in leaflets and magazines, but also on big prints and banners. Their usage is practically shown on MNP / Suntory website and on the banners above.
FUTURE TRENDSETTERS
LEADING INNOVATIONS
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LOVE
115
STORY BRAND BOOK 116
THE APPLICATION
118 - 121
126 - 131
- Employer reviews
- Stationery & usage
- Vacancy texts
- Correct placement
- Personal branding
- Cards & covers
122 - 125
132 - 143
- Online options
- Company signing
- Website branding
- Banners
- Instagram mock-up
- Flags
THE PEOPLE
SOCIAL MARKS
BRAND STATIONERY
THE SIGNING - Outdoor advertising - Car wrappings - Branding POS
NEW BRAND IDENTITY Here you will find all the guidelines for the application of our signature: on flags, banners or stationaries.
STORY BRAND BOOK
- Label branding
117
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THE PEOPLE
Klaas Droog Sales & License Manager
Erwin Giezen Head Marketing, Communications & Trade
Marije van Bochove HR & Administrative Services Manager
Willem Mulder Contract & License Administration Manager
EMPLOYER REVIEWS Employees are the real free ambassadors of the company seen as a brand. We could use our dedicated employees to promote the company in different ways.
Halit Celik Cultivation Specialist Pamela Daatselaar Cultivation Specialist
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Jeroen Egtberts Managing Director
119
Vacancies Leimuiderbrug
PRODUCTION (PRODUCT) MANAGER 1 fte Vacancies Leimuiderbrug
MARKETING COMMUNICATIONS SPECIALIST 0,6 fte
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For more information and job descriptions go to:
120
www.mnpflowers.com/careers
VACANCY TEXTS When the company is looking for new team members, vacancy texts have to reflect the style we choose for the new brand identity.
For more information and job descriptions go to: www.mnpflowers.com/careers
We already wrote about how important people are to our company, they are fundamental! For this reason, is also important for them to wear the right ‘plant pioneers outfit’, to show their pride in working here every day. Personal branding also has to reflect the new visual identity, so people can become the essential free brand ambassadors for the company! Always use black clothing as every black fabric looks the same. Therefore, everything is uniform.
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PERSONAL BRANDING
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SOCIAL MARKS
mnpsuntory 2.653
1.566
ONLINE OPTIONS We stressed our online presence using the brand primary coloured that is used in the logos, the badges and the social media icons.
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266
123
THE PLANT PIONEERS
POWER BRANDS ®
HOME
MNP / Suntory, “Pioneers and trendsetters in breeding, selecting, marketing and licensing of innovative and superior quality (bedding) plants.” MNP / Suntory (the Netherlands) introduces new plants and varieties from the Japanese breeder Suntory Flowers Ltd., among others, onto the European ornamental horticultural market. MNP / Suntory has several selection specialists, who all have in-depth knowledge of the European horticultural market. Together they select plants and varieties that suit this market perfectly. They are tested extensively at several testing locations. Next to that MNP / Suntory carries out market research for every variety, which is very important for "positioning" the product. They think about "product naming" and branding (logo, labels, pots, leaflets, website, etc.). Growers pay a license fee for Suntory® genetics. MNP / Suntory recoups this license fee to its business partners by creating marketing concepts, arranging free publicity and PR, safeguarding plant quality, etc.
www.mnpflowers.com
PRODUCTS
DUTCH SPRING TRIALS
THE PLANT PIONEERS
STORY BRAND BOOK
www.mnpflowers.com/careers
124
WEBSITE BRANDING Don’t forget about the website! Here is ours, updated with the new branding identity which stresses our innovative and visionary way of thinking and working.
FLOWERTRIALS®
ABOUT
WHERE TO BUY
MEDIA CENTER
MOVIES
CONTACT
EVENTS
CAREERS
mnpsuntory 266
2.653
1.566
INSTAGRAM MOCK-UP Social media, like Instagram, Facebook and LinkedIn reflect
Instagram profile mock-up, it fits perfectly with our new
the new corporate identity in icons, profile pictures and
brand design! It is a good window to show online our
pictures that compose the feed. Here you have our
innovative style.
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g
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STORY BRAND BOOK 126
BRAND STATIONERY
JOHN DOE Sales director Weteringweg 3-A
MNP / Suntory
2155 MV Leimuiderbrug
Weteringweg 3A
The Netherlands
2155 MV Leimuiderbrug The Netherlands
+31 (0)172 506 700 +31 (0)6 67 67 89 00
T +31 (0) 172 50 67 00
j.doe@mnpflowers.com
F +31 (0) 172 50 66 75
www.mnpflowers.com
E info@mnpflowers.com To: Mr. Frank Foe
I www.mnpflowers.com
Company name Adress Postal code, city
Frontside
Backside
Backside
85 x 55 mm
Option 1 - Writable
Option 2 - Quote
Subject
Your reference
Date
Sales report
4495667
09 March 2022
Dear Mr. Frank, Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. With kind regards, John Doe, Sales director
STATIONERY & USAGE You can have an overview of the style on the stationary looking above and at the right. We’ve projected a frontside 85 x 55 mm and two options for the backside. Choose the one that best fits with your project.
ING Bank
IBAN nr.
653446217
NL23INGB0653446217
Swift/BIC code
BTW nr.
KVK nr.
Naktuinbouw
INGBNL2A
NL8001.66.620.B01
33228598 Amsterdam
25022
Alle aanbiedingen en leveringen worden gedaan onder de algemene voorwaarden van Plantum NL. All offers and deliveries apply to the terms and conditions of Plantum NL.
STORY BRAND BOOK
esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis
127
MNP / Suntory Weteringweg 3A 2155 MV Leimuiderbrug The Netherlands T +31 (0) 172 50 67 00 F +31 (0) 172 50 66 75 E info@mnpflowers.com To: Mr. Frank Foe
I www.mnpflowers.com
Company name Adress
Subject
Your reference
Date
Sales report
4495667
09 March 2022
Dear Mr. Frank, Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
VERSION 02 - 23 FEBRUARY 2022
STORY BRAND BOOK
Postal code, city
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. With kind regards, John Doe, Sales director
ING Bank
IBAN nr.
653446217
NL23INGB0653446217
Swift/BIC code
BTW nr.
KVK nr.
Naktuinbouw
INGBNL2A
NL8001.66.620.B01
33228598 Amsterdam
25022
Alle aanbiedingen en leveringen worden gedaan onder de algemene voorwaarden van Plantum NL. All offers and deliveries apply to the terms and conditions of Plantum NL.
I’M A CRAZY PLANT LADY
STORY BRAND BOOK
What’s your superpower?
128
JOHN DOE Sales director Weteringweg 3-A 2155 MV Leimuiderbrug The Netherlands +31 (0)172 506 700 +31 (0)6 67 67 89 00 j.doe@mnpflowers.com www.mnpflowers.com
Weteringweg 3A, 2155 MV Leimuiderbrug, The Netherlands
JOHN DOE Sales director Weteringweg 3-A
MNP / Suntory
2155 MV Leimuiderbrug
Weteringweg 3A
The Netherlands
2155 MV Leimuiderbrug The Netherlands
+31 (0)172 506 700 +31 (0)6 67 67 89 00
T +31 (0) 172 50 67 00
j.doe@mnpflowers.com
F +31 (0) 172 50 66 75
www.mnpflowers.com
E info@mnpflowers.com To: Mr. Frank Foe
I www.mnpflowers.com
Company name Adress Postal code, city Subject
Your reference
Date
Sales report
4495667
09 March 2022
Dear Mr. Frank, Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. With kind regards, John Doe, Sales director
CORRECT PLACEMENT To guarantee the correct placement of all the elements, use the lines as guidelines for designing the perfect layout.
ING Bank
IBAN nr.
653446217
NL23INGB0653446217
Swift/BIC code
BTW nr.
KVK nr.
Naktuinbouw
INGBNL2A
NL8001.66.620.B01
33228598 Amsterdam
25022
Alle aanbiedingen en leveringen worden gedaan onder de algemene voorwaarden van Plantum NL. All offers and deliveries apply to the terms and conditions of Plantum NL.
STORY BRAND BOOK
esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis
129
STORY BRAND BOOK
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I LIKE BIG BUDS AND
Join them
I can not lie
EVERY SURFINIA® IS A PETUNIA
I’M A CRAZY PLANT LADY
But not every Petunia is a surfinia®
What’s your superpower?
CARDS & COVERS The combination of black and light green is perfect to create strong and impactful communication. So be aware of always using dark (matte) colours with bright colours to let your content be attractive and convincing.
STORY BRAND BOOK
21
e Th
Ne
t
IF YOU CAN’T BREED THEM
131
132
STORY BRAND BOOK
THE SIGNING
COMPANY SIGNAGE When having to print signage for big boards or with lots of text, be aware of avoiding shining colours and preferring to them some dark & matte colours to guarantee the correct readability from further distances. In our case, we decided that black was the best for our company signage.
3A
BEZOEKERS MELDEN BIJ DE RECEPTIE A.U.B.
LEVERANCIERS MELDEN BIJ DE RECEPTIE A.U.B.
STORY BRAND BOOK
WETERINGWEG
BEZOEKERS & LEVERANCIERS MELDEN BIJ DE RECEPTIE A.U.B.
133
134
STORY BRAND BOOK
BANNERS For banners design, pay attention to the right combination of colours! Our new brand design perfectly stays with lively coloured pictures. We’ve chosen light green because it is bright and it matches with the colourful images & pictures.
LEVERANCIERS & KLANTEN MELDEN BIJ DE RECEPTIE A.U.B.
STORY BRAND BOOK
DELIVERIES RECEPTION
136
136
STORY BRAND BOOK
The new style we accurately design for our company fits perfectly also for flags. You can see some examples of the style above.
STORY BRAND BOOK
FLAGS
137
138
STORY BRAND BOOK
For horizontal or vertical big dimension posters, there are lots of possibilities! Above and right you can see three of them: the combination between the tagline and the badge, the badge on a dark background and the badge on a picture. Choose your favourite!
STORY BRAND BOOK
OUTDOOR ADVERTISING
139
140
STORY BRAND BOOK
Here you can watch some examples of car wrapping with the badge and the tagline. You can also use the seat markers; their design is inspired by the upper part of the badge!
STORY BRAND BOOK
CAR WRAPPINGS
141
142
BRANDING POS Branding POS must be harmonious with the brand style and colours and always remember to add the logo of the company that has to be shown on each material. On this page are the POS materials for our unique brand Beedance®.
www.beedance.eu
design. Be aware of choosing the best combination of
www.beedance.eu
STORY BRAND BOOK
www.beedance.eu
www.beedance.eu
www.beedance.eu
Attracts bees and butterflies
www.beedance.eu
Design the label as you want, with the style which represents the brand most. Always paying attention to colours and
(GB) Congratulations! You’ve bought the original bee and butterfly attrackting Beedance®. Use: Hanging baskets, balcony boxes, patio pots or as a bedding plants.
readability. Don’t forget to add the elements you read below.
(F) Félicitations vous avez acheté le véritable Beedance®, très apprécié des abeilles et papillons. Utilisation: suspensions, balustrades, patio, pleine terre.
Mandatory on front- and/or backside label
(D) Herzlichen Glückwunsch! Sie haben ein Original gekauft! Die Bienen und Schmetterlinge anziehende Beedance®. Verwendung: Blumenampeln, Balkonkästen, Pflanzkübel, Blumenbeet.
1. Registered trademark / brand logo 2. Legal text www.mnpflowers.com (and/or www.beedance.eu) Plants are protected by trademark and plant variety rights. Breeding product of Suntory Flowers Ltd. Distributor for Europe, MNP / Suntory. 3. Breeder logo And last but not least is the MNP / Suntory logo (as large as possible). 4. Product guideline icons
(NL) Van harte gefeliciteerd! U heeft de echte bij- en vlinder aantrekkende Beedance® gekocht. Gebruik: Hanging baskets, balkon- bakken, patiopotten, volle grond.
MAY - SEPT
Attracts bees and butterflies
STORY BRAND BOOK
LABEL BRANDING
www.mnpflowers.com Plants are protected by trademark and plant variety rights. Breeding product of Suntory Flowers Ltd. Distributor for Europe, MNP / Suntory.
143
144
STORY BRAND BOOK
THE EPILOGUE
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mn w.
FINAL WORDS This is it for now. Thank you for reading, we hope you’ve enjoyed it and that it makes your work much easier when it comes to implementing our new corporate identity to your design work. Marketing never has a real finishing point, so this means also this book is always evolving and changing for the better. Therefore, we try to keep this ‘story brand book’ as up-to-date as possible. If you have any remarks or questions
Let’s grow some... Erwin Giezen Head Marketing, Communications & Trade e.giezen@mnpflowers.com +31 (0) 619 945 482
STORY BRAND BOOK
about this story brand book just let me know.
145
146
STORY BRAND BOOK
CONTACT
COLOPHON
NOTIFICATIONS
Address
Copyright
Intellectual property
MNP / Suntory
© 2022 MNP / Suntory,
Since 1989 MNP / Suntory have managed the European rights
Weteringweg 3-A,
Leimuiderbrug, the Netherlands
and is the master licensor for all genetics from Suntory®
2155 MV Leimuiderbrug,
Development
Ltd. varieties are protected by plant variety rights. All brands
the Netherlands
Erwin Giezen, MNP / Suntory
mentioned are registered trademarks sole property of
Flowers Ltd. (Japan). MNP / Suntory and Suntory® Flowers
breeder Suntory® Flowers Ltd. Contact
Design
+31 (0) 172 506 700
Erwin Giezen, MNP / Suntory
info@mnpflowers.com Photography Website
Visions Photography
www.mnpflowers.com
Thomas van Schaik Photography GAB fotografie
Suntory Flowers Ltd.
@mnpsuntory
Erwin Giezen
Texts
@mnpsuntory
Erwin Giezen Jeroen F. Egtberts
@mnpsuntory
Paul jackson
YouTube
Disclaimer
@mnpsuntory
However, this brochure is compiled with great effort, MNP / Suntory cannot be held
responsible for any inaccuracies, advice
MNP / Suntory
given and/or incomplete information obtained in this brochure. Thirth edition, 2022 No part of this brochure may be reproduced witrhout permission.
STORY BRAND BOOK
Francesca Lanzillotta Twitter
147
MNP / Suntory Weteringweg 3-A, 2155 MV Leimuiderbrug, the Netherlands +31 (0) 172 506 700 info@mnpflowers.com
/mnpsuntory /mnpsuntory /mnpsuntory /mnpsuntory /mnpsuntory
VERSION 03 - APRIL 22 - 2022
www.mnpflowers.com
