NIFE.com • Brand Book
overview This guide was created to be used as a reference tool for the development of all NIFE. com printed and digital communication and institutional materials. It contains all standards for the usage of all identity elements. It is very important that these standards presented here are respected. This will allow our company to effectively communicate with its public and market, with both external and internal audiences, maintaining a strong and clear identity. Any questions should be directed to the marketing department at brand@nife.com.
saluti!
NIFE.com • Brand Book
index 06 08 10 12 14
WHO WE ARE NICE ITALIAN FOOD EVERYDAY CORE VALUES & STATEMENTS OUR PRODUCTS OUR COSTUMERS OUR SERVICES
18 19 20 21 22 24 26 27 29
HOW WE LOOK OUR LOGO USING THE LOGO GRAPHIC IDENTITY OUR COLOURS TYPOGRAPHY PHOTOGRAPHY COLOUR PALETTE ASSETS LIBRARY PATTERN
32 33 35 28
HOW WE COMMUNICATE TONE OF VOICE CORPORATE MATERIALS MARKETING MATERIALS WORKING WITH BRANDS
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who we are
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We are
nife.com Nice Italian Food Everyday Italian online supermarket that makes high-quality, authentic Italian food and ingredients available at affordable prices across the UK.
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Our direct-to-customer delivery service makes shopping for authentic Italian products simple and hassle-free, establishing our business as one of the main destination for 'foodies' looking for Italian cooking in the UK. We nowadays provide an expansive product range with a huge selection of 1500 ultra-fresh and seasonal products like cheeses, meats, fruits, vegetables and grocery staples from the best Italian brands and producers.
"Once one of the best kept secrets for Italian expats, NIFE.com now caters for a demanding international clientele. Proof, if ever it was needed, that you don't have to be Italian like me to be infatuated with authentic Italian ingredients." Paco Nicodemo Founder of NIFE.com
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core values These principles state the way we run and develop our business, the way we relate to our partners, employees and customers, and the way the company wants to be recognized.
simplicity
quality
seasonality
We believe less is more. By keeping it simple we maintain true, clear and easy internal and external relationships.
Our standards are high. From the best fresh products and brands to the customized customer and delivery service.
Flavors at its best. Our seasonal products provide a cheaper, healthier and more environment-friendly shoping experience.
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our statements These are the messages that we use to describe our business proposition. They are displayed on our communication materials as we are very proud to say them out loud:
your italian online supermarket
We deliver the best authentic Italian products and brands at competitive prices straight to your door.
best quality fresh producst and brands easy to shop money for value all over the uk perfect timing great customer service
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our products When it comes to Italian food, our commitment lies in providing authentic and beloved products. We offer a great range of products, from fresh to branded, all from the very best quality available in Italy. It's possible to find here a majority of popular items that are not found on British supermarkets. fresh products The fresh product range is based on each season so it varies along the year. These items come straight from Italy twice a week and are weighted, prepared and packaged specially for each order. brands The branded products are available all-year-round but can also vary depending on festive seasons such as Easter, Christmas and Valentine's day.
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our customers NIFE.com is proud to be Italian. We embrace the tradition on which everything in Italy happens around the dinner table.
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Italian expats As Italian expats living in the UK, our primary customers seek the freshness and quality of ingredients and brands that remind them of home.
profile They are families and adults of all ages, established in the UK, that want to bring the joy, great taste and fond memories of Italy to their cupboards and meals.
Food lovers Britons and people from other nationalities that appreciate great food also come to us to find their favorite Italian products for cooking and entertainment.
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our Services
Our main goal is to provide an amazing shopping experience, from great product choice and purchase process to delivery and final consumption.
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The website The buying experience it's all based on our website, being this platform an extremely important environment where customers can browse around all products, discover new arrivals, get recipes and contact us.
Customer service The virtual approach is complemented with a custom, friendly and easily accessible customer service that tracks every single order and relies on a close relationship with loyal and recurrent clients.
Delivery The delivery team - as our branded van - is our "face" in this all-digital business, so we ensure that when in action our drivers are always reachable and ready to help.
parlo italiano Our entire staff speaks Italian as well as English - and have a good knowledge about all our products, ensuring that Italy is just a few clicks away.
Prepared food The professional trained chefs prepare daily every single order of fresh food individually, and these are also packaged and handled in the most appropriate and delicate way to ensure that it gets to the final destination in perfect state.
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how we look
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our logo
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using the logo colour versions To maintain uniformity the logo can only be applied in black, white or in off-white mozzarella. This rule is valid for any bagkround and the version to be used must always be the one that provides more contrast.
minimum size and reduced version It’s very important to respect the bellow indications to ensure the logo legibility. A reduced version can be used in special circunstances with restricted space and dimension constrains.
4o mm / 115 px
2o mm / 55 px
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graphic identity Our rich graphic identity was carefully designed to bring to life the core values of NIFE. com, looking to engage and sympathise with our public. On the next pages we describe the many elements that work alongside the logo to create the visual expression of our brand. New elements can be created, as long as they are kept simple and consistent with the examples.
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our colours
green basilico
off-white Mozzarella
red pomodoro
C100 M30 Y100 K30
C0 M0 Y5 K20
C25 M100 Y100 K25
R0 G101 B54
R190 G188 B169
R152 G27 B30
#006536
#bdbca9
#981b1e
Our brand colours where chosen as the best way to represent the Italian spirit and its consistent use is key to the brand experience. They are one of the main assets in the identity and should always be respected.
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typography display Baron Neue is the display font family for titles and letterings. This typeface must always be used in small caps. Is the main font of our identity so it must be explored as much as possible and can be used in all its variations.
Baron Neue regular
Baron Neue bold
Baron Neue black
text The supporting font family for texts is Raleway and it can be used in all its variations. However, the Extra Light, Regular, Medium and Bold should be prioritized.
RALEWAY Thin
RALEWAY Regular
RALEWAY Bold
RALEWAY ExtraLight
RALEWAY Medium
RALEWAY ExtraBold
RALEWAY Light
RALEWAY SemiBold
RALEWAY Heavy
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directions on how to use typography NIFE.com’s identity has its particular way to work with typography graphically. Not only to highlight some words or messages that are more relevant, but also to make text information more visual and attractive. When working with numbers, use only the Baron Neue font.
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photography Imagery it’s the main asset used on both commercial and marketing communications from which customers can connect with our products. So it’s obvious that food and product photography must clearly represent our core values and be appealing and beautiful. conceptual photography Our identity uses artistic food photography to showcase our great range of products, categories, promotions and some recipes. These images are very well composed, simply arranged and in accordance to the colour palette. To maintain an style it’s recommended to take top views shots. branded products photography When available, make use of each brand’s own imagery resources. When that’s not possible, use front angle shots with clear background for the package and, if possible, a conceptual photo of the product in a real situation to be used as supporting image.
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colour palette In addition to the main brand colours our identity makes use of a range of auxiliar colours. These should only be used on marketing materials, always complementing food photography, to help keep the communication fresh and dinamic.
C0 M0 Y40 K10 R235 G226 B159 #ebe1a6
C30 M30 Y60 K0 R185 G168 B121 #b9a77e
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C0 M40 Y30 K0 R248 G170 B158 #fcaaa0
C70 M30 Y45 K0 R88 G147 B144 #539390
C0 M10 Y80 K20 R213 G185 B67 #d5b757
C10 M50 Y60 K10 R202 G116 B105 #cd736b
C0 M5 Y60 K15 R224 G203 B114 #e0cb7e
C30 M70 Y60 K30 R138 G77 B74 #8b4d4b
C90 M50 Y60 K20 R26 G96 B95 #10605f
C40 M0 Y20 K10 R137 G195 B192 #84c2bf
C30 M30 Y60 K80 R60 G56 B34 #3c3725
assets library icons The icons are a key asset in several applications of our communication, used to describe services, actions and food categories. They are simple flat coloured vector illustrations that clearly represent an idea. New icons can be created as necessary.
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On this page we present a few examples of extra supporting assets used on corporate and marketing materials. These assets can be used together, to form other assets, or on their own. We encourage
the creation of new assets for every situation where this will help best communicate our message, as long as the style is consistent and the existing elements are respected.
vector elements
calls-of-action
Brand colours strip
photography assets Circle with outer ring
Retangle with inner ring
signatures Delivery van
your italian online supermarket www.nife.com
Product packshots
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Calendar
pattern The pattern is a playful arrangement of Italian food related words and it can be modified as necessary. Feel free to add new words and complement the pattern as needed, as long as it maintains a good balance that the pattern requires.
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how we communicate
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tonE of voice The tone of voice reflects the brand’s identity and give the directions for the whole company’s communication and customer service. It must also be applied to the visual and textual style, so every corporate and marketing material is perfectly connected to our core values.
clear
From promoting products on the website to the delivery drivers’ approach to clients, our strategy is to work with great care, customised attention and a closer-to-Italy atmosphere on both internal and external communications. These actions all together will then ensure the great shopping experience that NIFEislife.com.com wants to provide.
Our messages always go the extra mile when it comes to engage and create an emotional connection with people. Always building a bridge between what we can offer to what our public needs.
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We have a simple and direct language to communicate with our costumers. We make sure that there's no hidden messages when our public experiences our services.
closer
cleaver We know about food and we can speak up when it comes to the gastronomy world. So is very important to create food-related content with important, curious and useful information.
corporate materials Office and warehouse supplies explore typography, photography and the vector elements. These materials are visually and functionally simple as their daily use requires. Please refer to the digital files provided for production of current items and the development of new demands.
corporate gifts Corporate gifts, regardless the graphics they present, should always represent the values of NIFE.com. Choose from food-related items with a clever and friendly twist.
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stationery These are business related items and for that reason should be kept simple and fucntional. Less is more in these cases but always keeping a closer approach.
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marketing materials Both messaging and visual expression of marketing materials explore all elements of the identity and tone-of-voice to compose impactant pieces that connects to the external public. Here a few examples on how all these elements are being used together to create NIFE.com.com identity.
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promotions / seasonal NIFE.com releases weekly promotions and special offers to promote products and services. There’s always a theme related to it as also season related campaigns. For these materials, explore the use of photography to illustrate the theme, making use of the best product imagery available.
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working with brands The well known Italian brands are a valuable part of our business. When communicating this brands, the key is to merge each brand's identity and style with our own ton of voice and communications strategy. Always explore as much as possible each brand own imagery and photography assets and maintain their key selling points.
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questi sonno tutti. grazie mille!
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