Paul Rhodes Brand Book
Introduction Our Brand Brand Development Values Promise Logos Typography Colour Photography Our Customers Our Visual Identity Introduction Identity Overview Logo Typography Colour Palette Photography Our Brand Application Packaging Stationery Marketing Vehicle Livery Website
Introduction
Paul Rhodes Bakery was founded by former Michelin-starred chef Paul Rhodes in 2003.
Noticing the lack of good suppliers offering quality breads and pastries to London’s top restaurants and hotels, Paul seized the opportunity and followed his passion to become their go-to supplier of high-quality, handcrafted baked goods. Today, Paul Rhodes Bakery is headquartered in Greenwich, South East London. From here we produce goods for London’s leading hotels, restaurants and bars, as well as large contract caterers, foodservice companies and independent cafes and delis. Alongside this busy wholesale bakery, we run two popular neighbourhood bakery shops in Greenwich and Notting Hill, which helps to keep us in tune with the daily demands of our own retail customers and allows us to continually innovate our product offering. Dedicated to traditional baking techniques and committed to excellence across every aspect of our business, we take pride in meeting the needs of every customer. Whatever the size of their business or appetite. As a brand and a business, we bring the art of baking to life. And this book is all about how we do it.
BRA DEVELO
AND OPMENT
Our Visual Identity
The ingredients of our brand Over the following pages we’ll show you how our visual and verbal brand has been developed. From the earliest inspirational moodboards to real world applications across our packaging, stationery and website, you’ll see how important our brand is at every touchpoint of our business. You’ll also learn more about the values we hold dear; how they influence our messaging and tone of voice, and what we actually mean when we say the art of baking.
Identity Overview
Stage 1 Brand Development Workshop
Trusted Excellence Passionate Independent
Start
Stage 2 Confirming Brand Values
Stage 3 Moodboarding and Developing Brand Creative Direction
Stage 4 Confirm Brands Visual Design & Messaging
THE ART OF BAKING
Stage 5 Brand Creative Application
PAUL RHODES FOUNDER, MANAGING DIRECTOR
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THE ART OF BAKING
End
Our Values
Trusted. Excellence. Passionate. Independent.
How we bring these values to life. Kew Green – 2015 Christmas Campaign Cost Proposal
What we say is directly related to our values, expertise and vision. Trusted, Excellence, Passionate, Independent might seem a little abstract at first glance, but if we think about a person who posesses all these characteristics, we can start turning these values into a tangible customer-facing personality. Over the next few pages we’ve attached some behavioural traits to these values to give you an idea of what we mean by each of them. And how they might be brought to life in the words and actions we choose to use in conversations with our clients, customers and each other.
All costs are quoted in £GBP and shown excluding VAT which will be charged where applicable.
Our Values
Trusted Traits
What this means
•
Honest - We deliver on what we say we will which reinforces our credibility. And we are transparent about our ingredients and processes, as well as open and honest with each other as a team.
Being honest, consistent, reliable, approachable
•
Consistent - We offer products and services customers can depend upon. And we strive to deliver the correct order on time, every time. We never use lesser ingredients or short cuts that would reduce the quality of our offering and we respond positively to all customer feedback in order continuously improve the way we work.
•
Approachable - we like what we do and we like to share our knowledge, helping our customers make the right decision whenever possible. We do this in a friendly, non-patronising way because we want to make food that is shared and enjoyed in a positive, social way.
•
Reliable - Customers can rely on our products and services to reinforce their business offering, and depend on us to keep innovating our offering and improving our processes. Our success is intrinsically related to that of our wholesale clients, so letting them them down would be the same as letting ourselves down.
What this doesn’t mean Being vague on details, letting people down, shirking responsibility, being unresponsive.
How does Trusted sound? In terms of what we do, it relates to the way we share details about our core business, such as the good provenance of our ingredients and the expert people and processes we employ. Not only are we are enthusiastic and knowledgeable about all these things, we’re proud to talk about them. We’ve got nothing to hide and this openness will create strong connections with our customers.
Our Values
Excellence Traits •
Expert - We want to be the best at what we do because we know this will inspire people to work with us and choose our products over the competition. We see every product made, every customer served, as an opportunity to underline our reputation for excellence
•
Knowledgeable - Our ability to deliver is built on our knowledge of our products, processes and the people we serve. We know that achieving excellence requires organisation and a complete understanding of best practice and great customer service.
•
Determined - We know quality takes persistence. And we see every product made, every customer served, as an opportunity to underline our reputation for excellence.
•
Rigorous - We produce unique, high quality and distinctive breads and pastries made from the best ingredients, using traditional handcrafted methods. How? Because we are proud of what we do and continually measure our success by customer satisfaction.
What this means We are expert and knowledgeable, determined, rigorous and discerning What this doesn’t mean We are amateurish, that we give in easily or are unconcerned with quality.
How does Excellence sound? Excellence can sound a little pompous out of context, which is why we don’t bang on about how excellent we are. Instead we accentuate, where possible, the people, processes and products that demonstrate the ‘spirit of excellence’ in our work. A member of the team passing a career milestone, an exciting new product development in the bakery or a customer raving about one of our cakes on social media – these are all things that when we talk about them with pride and enthusiasm, make us look and feel excellent.
Our Values
Passionate Traits
What this means
•
Hands on - We want to share our passion for the love and craft of baking with the world – with professionals, baking enthusiasts and people who simply love to eat fantastic tasting breads and pastries. This is a passion that drives us.
We are hands on and involved, we lead the way, are engaging and enthusiastic.
•
Leading - We are admired for our passion and knowledge by respected professionals and contemporaries. Our respect for traditional baking techniques and classic products with a twist has put us in a position of authority within our industry.
•
Engaging - We do more than just bake; we engage with people who want to learn more about our products and our business. Our work excites us and this is demonstrated in our enthusiasm to talk about our products.
•
Enthusiastic - We know the connection between positive, proactive communication and great customer service. Nothing excites us more than our customers, retail or wholesale, enjoying our products and/or our service.
What this doesn’t mean We lack ambition and focus, our work and the wider industry doesn’t excite or interest us.
How does Passionate sound? Feeling passionate about what we do is the first step towards being able to communicate it with, well, passion. Because when we feel it, it comes naturally and we’ll be able to engage people with our brand and business in a much more meaningful way. Conveying our passion is as simple as being excited about something – a new recipe, industry award nomination or feature in the local maybe national press – and then tell everyone why we are excited about it in the simplest terms. You won’t even need an exclamation mark! It’s really that simple.
Our Values
Independent Traits •
Bold - Our independence provides us with a freedom to be bold and courageous enabling us to lead with new ideas, products and services. We are always open to new ideas and enjoy being known as an innovative business
•
Agile - Our ability to deliver is built on our knowledge of our products, processes and the people we serve. We know that achieving excellence requires organisation and a complete understanding of best practice and great customer service.
•
Genuine - We know quality takes persistence. And we see every product made, every customer served, as an opportunity to underline our reputation for excellence.
What this means We control our own destiny, we set trends, we are closer to our staff and customers What this doesn’t mean We put stakeholders first, we react to industry trends not set them, we’re indecisive.
How does Independent sound? Independent is a big word and independence is an even bigger concept. While we’re not quite on the ride-aroundon-horseback-with-painted-faces-shouting-“freedom!” level of independence, we’re still incredibly proud of our individuality. It allows us to be who we want to be and make decisions based on their positive impact on our customers and staff, not just the bottom line. We want to make money like any other business, sure, but we also want to make art with exceptional ingredients. Communicating our independence therefore is about bringing our values together and expressing how our passion, expertise and credibility is directly related to our ability to determine our own direction and, ultimately, our own destiny.
Our Promise
What we mean by The Art of Baking. The art of baking is our brand promise. Never straying too far from our logo, it speaks to two very different but equally important sets of people: our team and our customers. To us, it is a reminder of what we believe in as a business. From the ingredients we use to the products we create and processes we adopt, we will always strive to take it to the next level in terms of creativity and quality. To our customers, it conveys the true benefit of choosing us over the competition. It suggests, quite rightly, that we take a meticulous and innovative approach to our products and services and can be trusted to deliver consistent quality in our shops.
Kew Green – 2015 Christmas Campaign Cost Proposal
All costs are quoted in £GBP and shown excluding VAT which will be charged where applicable.
LOG
GOS
Logo Mark
Logo Variants
Primary logo 1
Primary logo 2
Secondary logo
Logo to be used when a smaller size is required
TYPOG
RAPHY
Typography
HEADINGS – ZIMMER BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()_+{}[]:;”’|\<,>.?/ SUB HE ADINGS – ZIMMER MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()_+{}[]:;”’|\<,>.?/ Body Copy – Courier Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+{}[]:;”’|\<,>.?/
HEADINGS SET IN ZIMMER (BOLD) SUB HE ADINGS SE T IN ZIMMER MEDIUM Body copy set in courier regular Turi offic tota volorporis nullab il is et qui omnia corestrum assi opta commolupta sunt ut hari ut doluptatium fuga. Dae maio volum. Lis asperferiate sitas est fuga. Lore rem eum vendeligendi od moles minum vendi derum dusciis eosam niment pa cores ab illigenitate.
Typography
Leading Leading as a rule should be set to 73% of the X height of the heading font
LONDON BORN AND BREAD Tracking Tracking as a rule for headlines should be set to 160
COL
OUR
Colour & Texture
Paul Rhodes Aubergine CMYK 53 91 21 72 RGB 63 16 49 Pantone 5115 #3f1030
Paul Rhodes Gold CMYK 0 20 35 56 RGB 138 116 90 Pantone 8005 #8a745a
Paul Rhodes Black CMYK 0 0 0 100 RGB 0 0 0 Pantone Black #000000
Paul Rhodes White CMYK 0 0 0 0 RGB 255 255 255 Pantone N/A #8b7d70
Paul Rhodes Texture Uncoated brown paper/card
PHOTOG
GRAPHY
Photography The Process
Photography The Product
Photography The People
Photography The Environment
PACKA
AGING
Packaging Craft Bag with Handles Front and back
Packaging Hot Drink Cups (not actual size)
DRINK
MILK
EXTRA
12oz Cup Logo lower
DRINK
MILK
EXTRA
16oz Cup
GENIUS IN THE BAK ING
PAULRHODESBAKERY.CO.UK
Baguette Bag Front and back (not actual size)
P A U L R H O D E S B A K E R Y. C O . U K
P A U L R H O D E S B A K E R Y. C O . U K
Packaging Cardboard Crates Medium sized crate (not actual size)
Stickers & Tags (not actual size)
THE ART OF BAKING
THE ART OF BAKING
G E N I U S IN THE B A K I N G
G E N I U S IN THE B A K I N G
S TAT I O
ONERY
Stationery Office Stationery (not actual size)
1. Letterhead 2. Business Card 3. Compliments Slip 4. Envelope
1.
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F / 0 2 0 8 2 6 9 0 4 7 0 E / E N Q U I R I E S @ P A U L R H O D E S B A K E R Y. C O . U K W / P A U L R H O D E S B A K E R Y. C O . U K P A U L R H O D E S B A K E R Y LT D , L A S S E L L S T R E E T, G R E E N W I C H , L O N D O N S E 1 0 9 P J C O M P A N Y N U M B E R : 0 4 6 4 5 2 5 4 | V A T: 8 1 0 2 6 5 0 7 4
3.
THE ART OF BAKING
2.
PAUL RHODES FOUNDER, MANAGING DIRECTOR
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T/ 0 2 0 8 2 6 9 0 4 6 0 F/ 0 2 0 8 2 6 9 0 47 0 E / E N Q U I R I E S @ P A U L R H O D E S B A K E R Y. C O . U K W / P A U L R H O D E S B A K E R Y. C O . U K P A U L R H O D E S B A K E R Y LT D L A S S E L L S T R E E T, G R E E N W I C H L O ND O N S E10 9 PJ C O M P A N Y N U M B E R : 0 4 6 4 5 2 5 4 | V A T: 8 1 0 2 6 5 0 7 4
4.
Stationery Delivery Note (not actual size)
Delivery Note D/NOTE No.
720824 ACCOUNT
D/NOTE DATE
02/06/2016
349
ORDER No.
Round / Seq:
10 - 0
DELIVERY ADDRESS:
Staff Orders
...
Please leave in bakery Code
50082
Description
Qty
Price
Value
Checked
Mini English Fruit Scones
48
0.22
10.56
...............
TOTALS:
48
10.56
Please note that due to the craft nature of our production and of the products manufactured at our site, we cannot guarantee that our products are free from any of the following allergens: Gluten, Sesame Seeds, Nuts, Soya, Milk and Eggs.
No of bags: Time
Received Signatures
Page 1 of 1
â&#x20AC;&#x201C;
No of boxes:
01/06/2016 15:57:33
T. 0 2 0 8 2 6 9 0 4 6 0 | F. 0 2 0 8 2 6 9 0 4 7 0 | E . I N F O @ P A U L R H O D E S B A K E R Y. C O . U K | W. P A U L R H O D E S B A K E R Y. C O . U K P A U L R H O D E S B A K E R Y LT D , L A S S E L L S T R E E T, G R E E N W I C H , L O N D O N S E 1 0 9 P J C O M P A N Y N U M B E R : 0 4 6 4 5 2 5 4 | V A T: 8 1 0 2 6 5 0 7 4
Invoice Template (not actual size)
Invoice INVOICE NO INVOICE DATE
Order Ref
INVOICE TO:
Mr Artan Hasa 2 Harry’s Bar 17-20 Ironmonger Lane London EC2 8EP United Kingdon
373180
ACCOUNT NO
05/06/2016
REFERENCE
Date
Deliv DN Num
888401
03/06/2016
1
722126
887400
01/06/2016
1
721348
622
Cust Ord No
Thank you for your business
Page 1 of 1
–
01/06/2016 15:57:33
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MARKE
ETING
Marketing Poster/Product sheet (not actual size)
1
2
6
7
11
43
50
51
61
62
72
73
84
85
11 12 13 14 15 16 17
52
100
Citron Tart 10” Pecan Tart 10” Bakewell Tart 10” Treacle Tart 10” Salted Caramel Tart 10” Mum’s Apple Cake Lemon Polenta Cake Flourless Chocolate Cake Red Velvet Cake Focaccia with Sunblushed Tomatoes Artisan Baguette Long Tin Brioche Raisin Tin 500g Winterhouse Garlic Tin 500g Tomato Tin 800g London Sourdough Poppy Seed Bloomer Tin
53
63
64
74
75
86
101
87
102
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
89
103
Campagne Tin Brioche Closed Tin Brioche 500g London Sourdough Box Campagrain Box Tomato Box Seeded True Wholemeal Campagne Bloomer 800g Fig, Apricot & Rosemary 400g Sourdough Bloomer 1000g Walnut Bloomer Half Artisan Baguette Mixed Olive Bloomer 400g Walnut & Honey 400g Mini Sourdough Wholemeal Bloomer Campagrain Bloomer Sunflower Seed Bloomer
104
36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53
105
Poppy Seed Bloomer Sourdough Multiseed Bloomer Sourdough with Fennel & Raisin Sourdough Round 500g Campagne Round 400g Olive Oil & Sea Salt 400g Pecan Tart 3.5” Treacle Tart 3.5” Salted Caramel Tart 3.5” Chocolate Tart 3.5” Bakewell Tart 3.5” Pear & Chocolate Tart 3.5” Apple Crumble Tart 3.5” Cheesecake Tart 3.5” Campagrain Bap Sunflower Seed Bap Floured White Bap Wholemeal Bap
68
78
90
91
106
54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70
107
40
57
67
77
79
92
Wholemeal Oats Bap Mixed Olive Herb Bap Focaccia Bap with Garlic & Rosemary Focaccia Bap with Black Olives Sourdough Roll Campagrain English Muffin Flourless White Bap Plain Panini Spelt Panini Rustic Seeded Panini Plain Bagel Poppy Seed Bagel Sesame Seed Bagel Multiseed Bagel Cheese Top Bap Brioche Roll Focaccia Sunblushed Tomato Bap
80
93
108
109
71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88
32
41
49
48
56
66
76
88
39
47
55
65
31
38
46
54
24
30
37
45
17
23
29
36
44
16
22
28
35
10
15
21
27
34
42
1 2 3 4 5 6 7 8 9 10
20
26
33
5
9
14
13
19
25
4
8
12
18
99
3
Campagne Roll Medium Apple Danish Medium Apricot Danish Medium Cherry Danish Pain Aux Raisin Chelsea Bun Cinnamon Bun Pain Au Chocolat Croissant Almond Croissant Spelt Croissant Mini Cherry Danish Mini Apricot Danish Jam Donut Teacake Chocolate Cupcake Vanilla Cupcake Chocolate Muffin
59
69
70
81
94
110
58
95
111
112
89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105
60
71
83
82
96
113
98
97
114
Blueberry Muffin Mini Banana & Chocolate Cake Mini Chocolate Muffin Mini Blueberry Muffin Polenta Cake Slice Carrot Cake Slice Mini Pecan Tart 2” Mini Citron Tart 2” Mini Bakewell Tart 2” Mini Chocolate Tart 2” Mini Apple Crumble Tart 2” Mini Cheesecake Tart 2” Mini Pear & Chocolate Tart 2” Mini Salted Caramel Tart 2” Mini Treacle Tart 2” Mini Flourless Chocolate Cake with Glaze Mini Lemon Drizzle Cake
115
106 107 108 109 110 111 112 113 114 115
Mini Raspberry Teacake Coconut Macaroon Lemon Drizzle Meringue Mini Wholemeal Muffin Mini Plain Donut Mini Plain Brioche Mini Focaccia Rosemary & Garlic Mini Chocolate Eclair Mini Coffee Eclair Profiterole Case
PAUL RHODES BAKERY LTD T. 020 8858 8995 E. enquiries@paulrhodesbakery.co.uk W. paulrhodesbakery.co.uk
Brochures (not actual size) 1. Product brochure 2. Corporate brochure 1.
DINNER ROLLS With our wide range of dinner rolls - featuring different flavours and textures - we can offer a perfect accompaniment to any meal and for any occasion.
PRODUCT
CODE
SIZE
WHITE Our white rolls include a long-fermented sourdough, made with a 10-year-old starter, and a soft buttery bridge roll with an egg-washed, golden bake.
DINNER ROLLS
24
F O R M O R E I N F O R M AT I O N V I S I T O U R W E B S I T E P A U L R H O D E S B A K E R Y. C O . U K
Sourdough Roll
10063
30g
Sourdough Roll
21491
45g
White Roll
10040
30g
White Roll
11150
45g
White Roll with Salted Crust
11170
45g
Mini White Baguette
10060
45g
Bridge Roll
11362
3.5”
Mini Bridge Roll
11367
2”
BROWN Our brown rolls include a traditional rustic French roll and a fantastic new True Wholemeal, made with flour from wheat grown and milled in the London area. Wholemeal Roll
11151
30g
Wholemeal Roll
11010
45g
Mini Wholemeal Baguette
10070
45g
Long Oat Wholemeal Roll
21489
45g
True Wholemeal Roll
60305
30g
Campagne Roll
11042
45g
TO ORDER PLEASE GET IN TOUCH T/ 020 8269 0460 E / O R D E R S @ P A U L R H O D E S B A K E R Y. C O . U K
25
2.
AFTER A DECADE RUNNING SOME OF LONDON’S T O P R E S TA U R A N T S , P A U L R H O D E S ’ L O V E O F B A K I N G L E D H I M T O S TA R T H I S O W N B A K E R Y I N 2 0 0 3 . T O D A Y, I T ’ S S T I L L D R I V E N B Y T H E S A M E P A S S I O N .
“Anyone who’s ever worked in the kitchen will tell you how little time there is to do anything. Even making bread can seem like a luxury when there’s literally so much on your plate. But to me, it always felt like the most natural thing to do. “It was Pierre Koffman, one of the best chefs in the business, who saw my passion and encouraged me to take it to the next level. After that, it just felt like I was following my destiny and I started the bakery with one ambition: to use the best ingredients and make the best bread in London. “I knew firsthand there were few quality bakery products available to busy chefs at the time, so we built a bakery that catered for them. As our reputation as a quality supplier grew within the tight knit restaurant industry, so did our customer base. “Today I’m very proud to say that my original ambition has become our working philosophy. We are absolutely committed to using the very best people and processes, and we are dedicated to elevating simple but well-sourced ingredients into an art form through traditional methods and expertise. “That, to us, is the art of baking.”
Paul Rhodes Founder
Marketing Tote Bag Front and back
Marketing Event Stand 1. Shelving display and sign 2. Branded bicycle 3. Counter 4. Wall panelling
1.
2.
3.
4.
Portable Event Stand
THE ART OF BAKING
LIVE LAUGH LOAF Paul Rhodes Bakery is one of the UK’s leading independent bakeries and prides itself on offering one of the widest ranges of delicious, handcrafted breads, cakes and pastries in London – all made using the finest ingredients. The bakery was set up by former Michelin-starred head chef Paul Rhodes in 2003 and today comprises two successful neighbourhood retail shops in Greenwich and Notting Hill, as well as a dedicated wholesale bakery business that supplies some of the capital’s leading hotels, restaurants, cafes and venues, in addition to major food service companies.
P A U L R H O D E S B A K E R Y. C O . U K
P A U L R H O D E S B A K E R Y. C O . U K
LIVE
ERY
ES VEHICLE BRANDING
Livery Vehicle Wrap
THE ART OF BAKING
FIND US ONLINE
FIND US ONLINE
PAULRHODESBAKERY.CO.UK
PAULRHODESBAKERY.CO.UK
WEBS
SITE
Website
Made by Spinach
Spinach The Textile Building 29a Chatham Place London E9 6FJ T: 020 7739 2777 spinachdesign.com Leigh Banks Partner leigh@spinachdesign.com T: 020 3358 4001 Adam Thomas Partner adam@spinachdesign.com T: 020 3358 4000 Project Management Gemma Presky gemma@spinachdesign.com T: 020 3358 4002 Accounts accounts@spinachdesign.com General Enquiries T: 020 7739 2777 studio@spinachdesign.com
Paul Rhodes Bakery Brand Book