BRAND BOOK 2017
FROM OUR KITCHEN TO YOURS
We’re not just a new name, we’re a way of life. Beyond the bon COOK name is the bon COOK brand, and here, we’re serving up the Brand Book, a set of guidelines and standards established for us all to adhere to with unwavering dedication. Each component is a key ingredient that, when carefully combined, will result in a cohesive and consistent look, style, feel and voice that is unmistakably bon COOK.
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Everything comes together within these pages, from the perfect blend of the visual and the verbal to the colors of our world. The objective is to unite us all in vision and voice and carry on with the business of bon COOK in the spirit of living purposefully. From our kitchen to yours, we proudly present our recipe for branding success, the bon COOK Brand Book.
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TABLE OF CONTENTS 04
THE BON POSITIONING Mission Values The bon Effect Customer Attributes Personality Voice
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THE BON IMAGE Logo Name Typography Palette Photography & Digital Media
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THE BON STRATEGY Targeted Audience Strategic Marketing Solutions
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THE BON VOCABULARY Glossary of Terms
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CONTACT US
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THE BON POSITIONING
THE BON MISSION At bon COOK we know there is a Confident Cook in all of us, and we’re on a mission to prove it! Our flexible bakeware, tools and custom solutions are thoughtfully designed to simplify and inspire every cook in any kitchen, whether professional or at home. We are passionate about creating opportunities where people gather together to rediscover the true meaning of getting social. To us, the kitchen is the heart of the home and we enjoy living and dining as Europeans do, by savoring fresh ingredients and gathering to connect with people around the table. bon COOK is as much a cooking company as it is a spirit within us all. We invite and welcome everyone to live the bon LIFE!
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THE BON VALUES
We believe cooking with others teaches us why the experience of coming together around food is vital for a bon life.
WHAT WE VALUE MOST
1 3 5
Gathering around the table and connecting with family, friends and communities
2
The French philosophy of preparing simple meals at home that are fresh, healthy and delicious
Premium quality, innovative and time-saving cooking solutions
4
The entrepreneurial spirit and encouraging career-seekers to build businesses with purpose
Rewarding excellence and outstanding achievers
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THE BON EFFECT WHO WE ARE bon COOK is the essence of the kitchen, born to influence and inspire meaningful cooking experiences at home and within our communities. bon COOK is about embracing the kitchen as the heart of the home where gatherings become a culture, where healthy meals are prepared and where a bon life happens on purpose. bon COOK is having a good relationship with the kitchen and cooking, appreciating fresh, whole ingredients and using authentic European-inspired elements sourced from the local land to achieve clarity and purity of flavor. bon COOK is about innovative, premium quality, professional grade tools that make life easy for the 5-star chef or the at-home cook. bon COOK is about the power of connecting with people through food, the mise en place and a desire to ignite conversation around the table. bon COOK is about rewarding, meaningful experiences. bon COOK is about living the life you want to live on your terms and on your schedule.
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THE BON CUSTOMER
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ABOUT HER Married / partnered with children Educated Career-minded Social Seeks success Wants to add to household income
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WHAT MATTERS MOST Family Friends Home Community Togetherness Eating Well / Healthy Food Time / Convenience Quality
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THE BON ATTRIBUTES
These are our distinguishing characteristics, the points of differentiation that separate us from conventional bakeware and drive us to always meet and exceed the highest standards of excellence in the development of the products we bring to peoples’ lives.
HIGH QUALITY
HIGH PRICE
MODERN
LOW PRICE
INNOVATIVE
LOW QUALITY
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CONVENTIONAL
TRADITIONAL
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THE BON PERSONALITY The bon COOK brand personality is a metaphor for its human counterpart. It is as playful, fun and friendly as a group of girlfriends gathered in the heart of the home, the kitchen. bon COOK is spiced with an exclusive, but inviting and welcoming je ne sais quoi. Ever so social, it wraps its proverbial arms around the tradition of family gathered at the dinner table. Very European in nature, it is tres chic, comfortable to be with and as flexible as its French-born innovative bakeware. When it comes to products, it’s all about simplicity, convenience and saving time for spending time on things that matter most. Our solutions for preparing meals are life-changing, life-enhancing and life-simplifying. We see these characteristics as parts of the sum of the whole. We own the “anyone can do it” attitude and celebrate the “I’ve got this!” moments, big and small. Tried and true, bon COOK is like a trusted friend.
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THE BON PERSONALITY ALWAYS Understandable Life-simplifying Inspiring Innovative Comfortable Flexible Community Social Exclusive, but inviting Playful Fun Flirty European-inspired Trusted Welcoming
NEVER Complicated Tricky Traditional Sunflower Fleur de Lis Staged
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THE BON VOICE ALWAYS Informed
We all speak the language of bon COOK, and when we hear it, we instantly feel the
Educational
warmth of familiarity. We are drawn to its friendly playfulness that flirts with fun, yet
Conversational
informs, educates, inspires and empowers. As comfortable as a conversation with
Friendly
besties, the voice flows like girlfriend talk. Anyone is invited to this group chat covering
Authentic
all bases from the sharing of ideas to solution-focused methods for troubleshooting
Inspiring Supportive Approachable Helpful Empowering Motivational
challenges in the kitchen. Our words to live by blend in French twists that are deliberate, delightful and add a little spice to the life of our vocabulary. Unspoken, but clearly understood is the sense of authenticity and approachability that is woven into every word. Whether written or said, the defining language of bon COOK is as friendly and welcoming as a smile, and that is more than just semantics.
NEVER Exclusionary Complicated Stuffy Proper
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THE BON VOICE
Our guiding principle is simple. One bon COOK. One overarching voice. Consistency is key across all communications, from online to in print, to successfully achieve a unified tone. We encourage strict adherence to the guidelines to guarantee that no matter where in the world we may be seen or heard, all content and messaging is instantly recognizable as bon COOK.
THE FRENCH TWIST The pan de rèsistance C’est magnifique! Bonjour! Bonmat™ Voila ... It’s clean! Très chic Ooolala!
INFORMATIVE 100% Platinum Grade Silicone FRIENDLY
The magic is in the mesh
Live a bon life
Made without added fillers and harmful chemicals
There’s a chair for you at our table
No cooking oils or sprays are ever needed
Stirring up some sizzling conversation From our kitchen to yours Cook to gather. Gather to cook.
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THE BON IMAGE
THE BON LOGO
The bon Logo is the single most powerful visual element within our brand. Designed for instant recognition, it stands for our company. Its playful use of lowercase letters combined with all caps symbolically evokes the friendly and approachable traits that are undeniably bon COOK. Overall, our signature makes a warm and welcoming statement that says, “Right this way to the heart of the home.” Rendered in stacked and linear options, it should be handled with utter respect and used in accordance with the standards provided here.
STACKED LOGO The stacked logo should be the primary logo whenever possible.
LINEAR LOGO The linear logo is a secondary logo and should be used when format or space requirements do not suit the stacked logo. This logo is the preferred for small scale applications as it maximizes legibility.
DO NOT
CONSULTANT LOGO Our stacked logo combined with INDEPENDENT CONSULTANT is the approved lock-up for bon COOK Consultants’ use.
USAGE GUIDELINES Following the below guidelines is imperative to maintain a cohesive brand presentation. 1 Do
not change the logo’s orientation
2 Do
not warp or stretch the logo
3 Do
not change the logo color
1
2
3
4 Do
not apply shadows, glows or outlines to the logo
bon
5 Do
not recreate or alter any elements of the logo
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THE BON NAME
Our name is our identity and our signature, and its use should be thoughtfully considered within text. Any deviation from the guidelines illustrated here is strongly discouraged. Complying with the defined standards unifies all of our materials and delivers a powerful, branded look that is distinctly bon COOK.
DIDOT
DIDOT ITALIC
MONTSERRAT
MONTSERRAT ITALIC
bon COOK bon COOK bon should always be lowercase Use the BOLD weight of the font being used
EXAMPLE OF USE
COOK should always be uppercase Use the LIGHT weight of the font being used (if it is available) If the font being used does not have a LIGHT weight, use the REGULAR/BOOK weight
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THE BON TYPE
Typography plays a vital role in subtly communicating the brand position. Didot makes an elegant and elevated impression and is made more relevant when paired with the modern Montserrat. The high x-height of Monserrat makes it a perfect typeface for body copy both in print and online.
SERIF
SANS SERIF
DIDOT Regular, Italic, BOLD
MONTSERRAT LIGHT & MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
1234567890
EXAMPLE
EXAMPLE SPECS
HEADLINE
SIZE 14PT; TRACKING -25
Intro copy font, ignam inis eiciis dolum iliquibust aut ipsam inciae num quam, tem cus enecae voluptat.
Size 10pt, tracking 25, leading 12pt
SIZE 10PT; TRACKING 25
SUBHEAD
Size 8pt; tracking 25, leading 12pt
Body copy font, ficium iunto omnihit, velit omnis mincipi delecero enihitibus quo endaepratin ressus volores ea culloribus sunt. Magnis es eroviducid ut pelic tore que aut eos veles num, alicid qui dem quid mi, nonsequi assum labor a volupta tustessi siminci pisciaspedis. Emquis audio.
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THE BON TYPE
Nelly script should be used sparingly. It adds a handwritten and calligraphic touch to editorial moments. It’s rough, inky texture lends authenticity when it is used in combination with photography. When possible, keep text all lowercase to avoid an overly formal feel.
SCRIPT
Nelly Script A B CD EFGH I JK LMN OP Q RS T U V WX Y Z abcdefghijklmnopqrstuvwxyz 1234567890 EXAMPLES
chopped salad
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4-6 SERVINGS
VEGGIES
¼ c Basil Olive Oil Blend ¼ c Garlic Olive Oil Blend 3 tbsp Tomato Mustard ½ tsp Sel Gris Salt ¼ c Traditional Balsamic 1 tbsp Provençal mustard Half Lemon, Juiced
1 Carrot, Julienned 1 c Green Beans, Chopped 1 c Parsley, Chopped 1 c Romaine Lettuce, Chopped 1 c Purple Cabbage, Chopped ½ c Green Onion, Chopped
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lime coconut T HE BO N IMAGE 18
THE BON PALETTE
The palette recognizes shape, form and structure and how important they are to the end product and/or environment. Colors are unassuming and do not take center stage. Sophisticated tones with distinctively nuanced undertones elegantly harmonize.
PRIMARY COLOR PALETTE The core brand colors are rooted in neutrals with elegant accents of blush and gold. ACCENT COLORS
CORE COLORS
BON NOIR BLACK 6C #101820 CMYK 81 71 59 75
BON BLANC WHITE #F4F5F0 CMYK 0 0 0 0
WARM GRAY 8C #8C8279 CMYK 45 44 49 7
BON BLUSH P37-1C #F0D8C3 CMYK 0 13 16 0
GOLD 2317C #B5875A CMYK 27 47 70 5
SECONDARY COLOR PALETTE The secondary color palette should be utilized sparingly to accent the primary palette. The secondary color palette can be used in photography to add more depth and visual interest.
NEW NAVY 282C #041E42 CMYK 100 87 42 52
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EGGPLANT 7449C #41273B CMYK 63 82 50 52
RICH EARTH 7519C #5E4B3C CMYK 50 60 71 40
WARM TAUPE 2475C #A0867F CMYK 36 46 45 4
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ICE BLUE 2127C #B8C9E1 CMYK 26 15 3 0
SUGAR SWIZZLE 663C #F3EEE7 CMYK 8 9 5 0
GREENERY 2298C #B7DB57 CMYK 32 0 82 0
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PHOTOGRAPHY & DIGITAL MEDIA
Photography is key in communicating and relating to the customer. The brand imagery needs to tell the full story of the bon COOK lifestyle.
Variety is key to show the versatility of the product
Imagery should always aim to inspire the bon life
lime coconut
dark chocolate
Props should be used to support the lifestyle
They should not feel staged spiced gingerbread
lemon chiffon
Lighting should be soft and natural
It should be a balance of aspirational & accessible classic french
birthday cake
No harsh shadows
Product should always be shown in use in a natural setting Models hands lend a human element and make it easier to relate to Color palette should be predominantly neutral allowing the food to be the focus Figure shots should feature people gathering to emphasize the social experience
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PHOTOGRAPHY & DIGITAL MEDIA Lifestyle photos should include models that represent the brand
Imagery should be candid and natural, never staged, always authentic
The focus should be on the interaction in the environment, never solely on the model
Imagery should capture a moment in her day
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THE BON STRATEGY
THE BON STRATEGY
At the core of bon COOK are the overarching beliefs in family values, defending family dinner and connection through good food. While these beliefs are central, we strategically hone solutions for specific segments that we’ve identified as our target audience. With these groupings defined, we are better poised to stay on point offering results-driven solutions consistently.
EVERYDAY COOK
DEFENDING FAMLY DINNER
COOKING ENTHUSIAST
PROFESSIONAL COOK
THE FOCUS
THE FOCUS
THE FOCUS
THE FOCUS
• • • • • •
• • • • •
• Relishes food • Appreciates good food pairings and unique flavor profiles • Views dining as an experience • Enjoys entertaining • Presentation matters • Embraces the European influence • Inspired by global cuisine
• Strives for exquisite execution and presentation • Covets curated collections and tools of the trade • Requires worldly sourced consumables • Seeks European inspiration • Lends credibility to the brand
Designed around the most useful products for everyday cooking Easy meal prep Variety & versatility Preserving without preservatives Low maintenance care Easy storage Recipes & shopping tips
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For the mom who believes the kitchen is a family affair Family classics reinvented Easy prep & care Time savers Gathering & togetherness Customizable recipes
The foodie & social eater
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The culinary artist, the visionary of flavor
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THE BON STRATEGY
Much in the same way that we carved out target markets, we have identified and defined strategic positioning themes to align with those targets.
ENTERTAINING
HEALTHY EATING
EVENTS & GIFTING
EDUCATION
THE FOCUS
THE FOCUS
THE FOCUS
THE FOCUS
• • • • •
• • • •
• • • • • •
• Elevates cooking skills with simple instruction • Desires hands-on experience • Craves practical & innovative tools • Wants a better relationship with the kitchen • Seeks guidance to explore new cuisines & techniques • Caters to all ages and skill sets
Empowering everyone to entertain effortlessly Recipes & shopping advice Conversation starters, tips and tricks Connecting through food Molds that break the mold Seasonal inspirations
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For the food-conscious cook
Meal plans & menus Mindful of portion sizes Seeks out fresh, whole ingredients Sticks with non-stick, ditches the oils and sprays • Promotes balance without sacrificing flavor • Seeks creative solutions to address special dietary needs
Loves to share innovative discoveries
Carefully thought-out collections Purposeful accessories & essentials Perfect gift bundles Boosts the WOW factor Appreciates affordable high quality Values durability
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Inspiring bon Cooks
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THE BON VOCABULARY
THE BON VOCABULARY BUSINESS BONTREPRENEUR Our insider term for a bon COOK Consultant. As an example: Become a bontrepreneur. Also, an individual who desires an income-earning business arranged around a personal schedule and lifestyle. BON BUSINESS STARTER A kit containing all the essentials new bontrepreneurs need to launch a rewarding, at-home career and start fun, social cooking experiences with friends and family and within their community. FRENCH PANTRY STARTER Our consumable enhancement business kit containing carefully sourced and uniquely mixed herb and oil blends, and balsamic vinegars. Available at a discounted rate only to new consultants joining the business in the first 30 days. CONSULTANT VIRTUAL OFFICE (CVO) Refers to the bon COOK back office system used by consultants to manage their business. (Formerly: Virtual Assistant or VA).
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bon COOK in our own words! This quick reference is designed to help you find the bon words and their meanings. It is intended to bring clarity to our terminology, aligns with our voice and guarantees that we’re off to a bon start when it comes to speaking the language of bon COOK.
EVENTS
PROGRAMS
CHAIR A synonym for host. The person who agrees to host a cooking class and is eligible for rewards based on the level of class sales generated. Example: Chair-only specials. Also, the act of hosting a bon event. Example: Chair your own private cooking class for 10.
BON REWARDS Our flexible host reward system of levels, from bon BASIC to bon ELITE, each designed to offer perks based on individual goals, schedules and lifestyles. (Formerly: HOST REWARDS)
PRIVATE COOKING CLASS A synonym for in-home party or hosted cooking event. Also, a themed event based on a collection of varied topics and skill levels designed to help establish a better relationship with the kitchen through building skills, learning tips and tricks, indulging in delectable recipes, and connecting with friends.
BON TABLE An exclusive leadership advisory role within bon COOK. Selection is matrix based, and awarded to top performers by region. (Formerly: Leadership Action Team—LAT)
SOCIAL eSHOP An online shopping event or virtual party held on one of our social media platforms (example: Facebook) or web based via email. ON-THE-GO SHOP An alternative to a traditional at-home party or cooking class in which the Consultant discusses, displays and demos product for up to five days, collects orders generated within that period and closes the order at the end of time allotted.
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BON START A motivational program designed to incentivize a bon COOK Consultant to successfully launch a business. Benchmarks and rewards set at 20/30/50/70 days.
BON CLUB Three-tiered program designed to promote sales consistency and increase sponsorship. Consultants are rewarded based upon hitting the Bronze, Silver and Gold level sales and recruiting goals. BON LOYALIST A status achieved once a customer refers three or more friends and each Chairs a cooking class of their own. Program perks include exclusive offers and member-only discounts throughout the year. To remain a bon Loyalist, the individual must Chair on average, one class per quarter (4+ annually).
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THE BON VOCABULARY MARKETING BON The prefix to our company name used playfully to reinforce our brand. Example: Live the bon life! It is used to coin fun phrases, dream up proprietary words and product names with a French twist: bontrepreneur & BonmatTM. It is also a universally understood synonym for “good” used to emphasize the goodness in the word it modifies, such as: Our new bon story unfolds. BON TIP Our own tips, tricks, ta-das and wow moments that inform and enlighten. Example: Avoid a sticky situation. Use Roul’Pat® in place of parchment paper for easy release of dough and cutouts. COOK TO GATHER. GATHER TO COOK. Our company tagline crafted to envelop the values of what it means to be a bon COOK.
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PRODUCTS BONMAT Our new and exclusive miracle mat in a variety of sizes and shapes that feature a sleek white border. Each is made from our founding innovative blend of silicone and woven glass and brings premium quality cooking to the kitchen. No oils or sprays needed, and Bonmat pairs perfectly with our Perforated Baking Sheets. ™
BON COLLECTIONS Our exclusive multi-piece sets containing an assortment of innovative cooking essentials, each thoughtfully put together for the individual needs of our target groups. POP (PRODUCT OPINION PANEL) A focus group designed to evaluate and support product initiatives, cooking classes, and test new product introductions. (Formerly: Product Focus Group)
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We welcome your inquiries regarding the bon COOK Brand Book or any of its components. Please contact: KELLIE MCCORMICK Director of Marketing bon COOK kmc@boncook.com (248) 245-9683 ©2017 BON COOK. ALL RIGHTS RESERVED.