Moments Brand Book

Table of contents.

Introduction

1

Foundation

3

Mission

4

Corporate idea

5

Core values

7

Brand assets

8

Target

11

Customer

12

Voice

18

Profile

21

Essence

22

Typography

24

Concept colors

28

Logotype

32

Photography

34

Do´s and dont´s

36

Copywriting

38

Envelopes

40

Stationery

41

Products

43

Product logotypes

44

Product elements

46

“

“

Life is not about the days that pass.

It is about the moments you remember.

Introduction.

THE PURPOSE OF THIS MANUAL IS TO • Enhance your understanding of the brand essence and the Moments core values • Explain the Moments personality • Provide guidelines for communication and advertising relating to the Moments brand

1

2

Foundation 3

Mission.

T

o provide fastidious and discerning women around the globe with uniquely stylish ready-to-drink cocktail-style beverages, available in both alcoholic and nonalcoholic versions in order to suit different requirements, demands, and lifestyles.

4

Corporate idea.

A

round the world, women enjoy taking time out of their busy lives in order to sit down for a drink with their friends. However, cocktails and long drinks are often difficult to prepare at home. One must have a well-stocked bar, which requires money, space, and strong arms for hauling bottles home. So far it has simply been easier to go out for mixed drinks, rather than spending an evening at home.

Through Moments, we wish to change the way women can consume cocktails and long drinks. No matter what the occasion, high-quality tasty drinks can now be had in seconds... in front of the fire, at the garden party, or the during the bridal shower. It is simple, really: We wish to make our customers’ days a little easier, so that they may spend their extra time celebrating life.

5

Primary

Community

Reminiscence

Product identification

More value-added

Dreams

Secondary Belonging

6

Core values.

M

oments provides the customer with an added sense of belonging to a community; consuming Moments means spending time with your friends. Combined with the time and effort saved by purchasing Moments, the customer experiences a clear sense of more value-added (MVA). Last but not least, Moments is about reminiscing together with friends, recalling all of the special moments experienced throughout the course of life. As all Moments drinks are also available in non-alcoholic versions, women who choose not to drink alcohol can still feel part of the Moments community.

Moments is also for those who dream of belonging to the hip, stylish crowd. The customer should ideally identify with the product and feel like she is part of an exclusive group while consuming Moments.

7

Brand assets.

Tasteful Modern

Sassy

Moments

Female

8

Fresh

Stylish

Friends Party

Luxury Moments

Lifestyle

Relax

Memories

9

10

Target 11

Customer.

T

he primary target group is women, 23-45 years of age, who consume alcoholic beverages in the company of their female friends. The typical Moments consumer feels a strong bond with her friends, and they socialize on a regular basis.

Moments is an extra member of this group of friends, as the ready-made drink is a mandatory part of a girls’ night out.

Women who for any reason choose not to drink alcoholic beverages can still be part of the Moments community, as all drinks are available in non-alcoholic versions.

As an individual, the target customer is a lady who appreciates a little bit of luxury in her life. She keeps herself updated on styles and trends, and is an influential, strong character in her group of friends. Effortlessly, she creates a loving ambiance and is always willing to contribute to the making of memorable moments.

12

13

O

ur secondary target group is women who may not have a group of friends to spend their free time with... but they wish they did. These women identify with our primary target group, and dream of a life similar to theirs. Whilst dreaming of this utopian lifestyle, consuming Moments contributes to the feeling of already having it.

14

15

16

Happiness is living in the moment.

17

Voice.

A

company is only as good as those who care for it. Moments employees must behave with courtesy and display excellent customer care skills. When a customer contacts a Moments employee, it is of paramount importance that the first impression is one of competence, expedience, warmth, and friendliness.

Customer queries must be answered within 24 hours from first point of contact. If the query cannot be resolved right away, it is imperative that the customer is informed that they will receive a follow-up reply as soon as possible. It is the responsibility of the staff member who originally handled to matter to ensure that the customer receives a timely response, even if the query has been passed on to another staff member.

Queries must be handled on a personal and individual basis; cut-and-paste email replies are not allowed.

18

19

20

Profile 21

Essence.

M

oments aspires to be part of a better quality of life, as well as to be an intrinsic part of a desirable lifestyle. Therefore, we encourage use of photographic and graphic elements that portray Moments as being part of a whole. Ideally, Moments will be seen as part of a jigsaw puzzle; when all pieces are combined the picture is complete and pleasing to the eye and heart.

22

23

Typography.

T

hree typefaces are used for communicating the Moments brand: Harry Pro, Calligraphic 810, and Palatino Linotype.

Harry Pro has been chosen for its rounded, feminine shapes and airy feel. It manages to feel retro, contemporary and futuristic all at once, emphasizing the timeless qualities of cocktails and long drinks.

Harry Pro is used for headlines and accents, such as quotations.

Harry Pro is also used to communicate the individual drink names in combination with the Moments logotype in advertisements and on bottle labels. The only three acceptable weights are Thin, Plain and Fat. Harry Pro may never be used in running text or forms. As Harry Pro is not websafe, all words containing this typeface must be turned graphics before being used on our website.

24

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789

Harry Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789

Harry Plain

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789

Harry Fat

25

Calligraphic 810 has been carefully chosen to complement the headline typeface. With its rounded, flowing letterforms it reflects the shapes found in Harry Pro, while still retaining excellent legibility and classic serif features.

Calligraphic 810 is primarily used for printed running text and forms. The italic weight may only be used for words that require special emphasis.

Palatino is used solely for online communication, such as on our website and in emails, where it may be impossible and/or impractical to use Calligraphic 810. Please note that Palatino is only to be used as a substitute for Calligraphic 810 and as such may not be used in any kind of printed material, nor may it be used in headlines.

26

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789

Calligraphic 810 BT

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789

Calligraphic 810 BT Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789

Palatino

Aa

Aa

27

Concept colors.

Pantone 375C CMYK 57, 0, 100, 0 RGB 146, 212, 0

28

Pantone 213C CMYK 0, 95, 27, 0 RGB 226, 23, 118

Pantone Yellow C CMYK 0, 8, 98, 0 RGB 254, 223, 0

29

T

he three concept colors have been chosen for their bright, fresh, and positive feel. Pink, yellow, and green are also recurring colors in drinks and cocktails. However, it must be noted that although the concept colors may always be used in advertisements and other graphic material, we encourage a liberal use of the entire color spectrum. In order to create a cohesive look it is preferred if colors are sampled from the imagery used. The captions in this manual serve as excellent examples; their colors have all been sampled from the accompanying photos.

Please note that sampled colors must be in accordance with the general Moments “feeling�. More information can be found in the Photography section.

Black and white are also within in the color panel, and may be used freely.

30

31

Logotype.

T

here are no strict measurements for how much space must exist between the Moments logotype and other elements. However, we recommend that the following graphics be used as guides.

32

As a decorative effect, the single “M� logotype below may be scaled up so that it is only partly visible (see our business card). It may also be used as is.

M.

M.

M. M. 33

Photography.

T

he Moments lifestyle is about dreams, emotions, and being part of a community. Moments is more than just a beverage; it is an entire concept that embraces the innermost desires of the consumer. Therefore, the Moments bottle does not need to appear in printed advertising as long as the name is clearly written out and visible, and as long as the photographic imagery used follow the below guidelines: Photographs must be thoroughly feminine in feel. Colors must be predominantly light and airy with one or more strong color accents for contrast.

Photographs of drinks and cocktails must be vibrant in color and correspond well with the Moments concept colors. They must feel refreshing and mouthwatering, and we encourage the use of images that contain a splash effect.

34

Photographs containing people must give a sense of belonging to a community, i.e., there must always be several people in the photo unless otherwise specified for specific campaign purposes. Men should preferably not be included.

We encourage the use of different ethnicities.

The viewer is to feel a strong desire to belong to the group of people portrayed; to belong to the Moments family. The context must be realistic and attainable, e.g., no shots from the red carpet at the Oscars. We encourage documentarystyle photos for added realism.

The environment must be contemporary and stylish, but not excessively “designed� or overly luxurious. Once again, think attainable. More important than anything else is the feeling of comradeship, love, and warmth.

35

Do´s and dont´s.

Do not use amateur-style snapshots with poor lighting and people staring directly into the camera.

Do use professional, colorful, documentary-style photographs.

Do not use anonymous, generic splash images with dark colors.

Do use images with a light and neutral background and that contain a cocktail glass and/or fruit.

Do not use unfocused, unattractive drink photographs with busy backgrounds.

Do use crisp photographs where the drink is the only focal point.

36

The Moments logotype must always face upwards, never downwards. If possible, the logotype should preferably be placed on the right-hand side of the page.

Tilting at different angles is permitted, but the elements may not be distorted (i.e. skewed or warped). All scaling must be proportional. Color alterations are permitted, but we do not allow effects such as drop shadow, glow, et cetera.

37

Copywriting.

T

he official Moments tagline is “Just add Moments�, but depending upon the campaign and/or target group, other taglines may be used in order to suit the material in an ultimate fashion. Slogans and taglines should be witty and carry a double entendre, but the copywriter should be careful not to write copy that could be seen as offensive. The target group must be taken into consideration at all times.

All copy must be approved by the head office pre-release.

Copy for specific drink descriptions should provoke feelings and memories. Depending on the drink, the copy may be upbeat, relaxed, flirtatious, et cetera. The customer should lose themselves in the moment for a second or two while reading the description. We encourage the use of alliteration in drink descriptions.

38

“Flirtini Moments is a delightfully delicious drink, bringing together the fabulous flavours of raspberry, pineapple, cranberry, lime, and a dash of champagne.

Bubbly, sparkly, and happy. In other words, just like you and your friends.”

Moments of joy.

Just add Moments.

Moments and lifetimes.

“Daiquiri Moments is colorful and cool, sweet and sassy, fabulous and free-spirited. Infused with Cantouloupe melon, white rum, and Midori liqueur, it is no wonder this refreshing cocktail is a favorite when friends get together for high jinx and monkey business.”

39

Envelopes.

Front

Back

40

Stationery.

M.

M. Elsa B. Landtblom

Drottninggatan 4, 117 32 Sthlm • elsa@moments.se

08/744 56 67 • 076/18 88 220

Business card

Elsa B. Landtblom • Drottninggatan 4, 117 32 Stockholm

elsa@moments.se • 08/744 56 67 • 076/18 88 220

Letterhead 41

42

Products 43

Product logotypes.

44

daiQuiri

daiQuiri

cosmo

cosmo

flirtini

flirtini

summer

summer

The individual drink logotypes may not be altered except for proportional scaling.

45

Logotype elements.

T

he Moments drink logotype line elements may be used independently of the drink names to which they are connected, as well as of the Moments logotype. Your imagination is your limit; the elements may be used as decorative accents or as connectors between text and image (see pp. 16-17). The elements may be shown in whole or in part.

46

47

Just add Moments.

48

Elsa Bolling Landtblom & Mariah Hjerppe Š 2011