GOUSTO GUIDELINES 2015
BRAND GUIDELINES 2015
1
GOUSTO GUIDELINES 2015
INDEX
The Origin of Gousto .................................................... 3 - 4 Welcome to Club Gousto .................................................. 5 Tagline Gousto’s Value Proposition ............................... 6-7 Positioning Statement & Bio ............................................. 8 The Customer: AKA your Bread & Butter ....................... 9 Our Customer’s Journey ................................................ 10 Our Tone of Voice ............................................................ 11 Copy Do’s & Definitely Do Not’s .................................... 12 Copy Examples ................................................................. 13 Communications .............................................................. 14 Pricing Communication ................................................... 15 The Gousto Logo .............................................................. 16 Logo Treatment ................................................................ 17 Logo Do’s & Don’ts ........................................................... 18 The Gousto Avatar ........................................................... 19 The Colour Palette ........................................................... 20 The Typefaces ................................................................... 21 Photography Styling .................................................. 22 - 23 Design Assets & Icons ...................................................... 24 Asset & Photo Treatment ................................................. 25 The Business Card ............................................................ 26 The Recipe Card ................................................................ 27 2
GOUSTO GUIDELINES 2015
The Origin of Gousto
Hello and welcome to the cooking revolution
I love cooking but I just have no time for grocery shopping! If only there was a better way... Maybe there is...…we just need to think outside of the box TIMO
The box
JAMES
By Jove you’ve done it! (Dramatization)
and so the humble Gousto box was born 3
GOUSTO GUIDELINES 2015
The Origin of Gousto
Timo and James traded their suits for aprons, their day jobs for a dream. That dream was Gousto, and its mission was clear:
To make people’s lives easier, better and more natural
Easier
BETTer
Natural
Because we eradicate hassle and stress, and enable simple pleasures
Because we enhance people’s lifestyles and give them time to savour
Because we eliminate the artificial and unnecessary and provide genuine fulfilment
- No more exhausting treks around supermarkets - The time & resources to cook, enjoy and eat well
- No more food waste & money loss from unused/excess ingredients - Improved cooking skills & an expanded meal repertoire
- Raw, unprocessed ingredients that are free from additives and as nature intended - Top quality organic veg & high animal welfare meat fresh from British farms
4
GOUSTO GUIDELINES 2015
Welcome to Club Gousto
Welcome to the Gousto brand bible. These guidelines are intended to initiate you into Gousto’s inner circle of culinary cool. As well as that, they should also be used to solidify our communications and reinforce our good looks and warm vibes at every customer touch point. They define an appropriate tone and style, and reflect Gousto’s core values; outlining a distinctive and enduring personality. We hope they serve as a valuable resource and reference point for structuring content and design more effectively.
Enjoy the Gousto journey!
5
GOUSTO GUIDELINES 2015
Tagline Gousto’s Value Proposition
NOW YOU’re COOKING
NOW YOU’RE
COOKING
In this moment, right here and now – our customer is savouring the moment!
It’s all about the customer, so we put them at the centre of our promise. We aren’t addressing a faceless crowd, we know them and speak to them!
What we deliver and have enabled our customer to do in the most enjoyable, convenient and transformative way possible.
These are busy and competitive times we live in; what with social obligations, work pressures and the persistent need to one-up one another on the busy and important Richter scale, and it can be difficult to find the time to do something truly rewarding. Enter Gousto! 6
GOUSTO GUIDELINES 2015
Tagline Gousto’s Value Proposition
Gousto promotes the transformative joy of cooking made easy Before pushing our USP’s, how our service works must be clearly outlined as following on any digital or print assets where it has not already been explained:
Our 3 Top Level USP’s
+ + + With Gousto you’re in the driver’s seat. You choose the recipes you love and you cook restaurant quality meals with ease, from the comfort of your own home. Step-by-step recipe cards and pre-portioned ingredients make the process hassle-free, waste free and truly rewarding. From the aspiring foodie through to the accomplished cook, Gousto brings something to everyone’s table. While our competitors deliver a service, we deliver an experience; creating excitement, enjoyment and togetherness in the home, and enabling people to take pride in their culinary creations. More than a better way to dine, Gousto is an emotional enabler; nourishing the soul as well as the body.
Delicious recipes Quality ingredients Flexible free delivery
These are our 3 stand-out USP’s that should be emphasised on all promotional materials above all others. While we have many more, the primary message should not be diluted but kept punchy, succinct and powerful.
Secondary USP’s
+ Discover new recipes + Certified organic vegetables + New cooking skills + Locally-sourced ingredients
+ + + +
Zero food waste Healthy, balanced meals Customers rave about us Trusted, reputable suppliers
These are our secondary USP’s that should be used more sparingly to back up and supplement our top level USP’s.
7
GOUSTO GUIDELINES 2015
Positioning Statement & Bio
headline: Your choice of delicious recipes and quality ingredients, delivered weekly. Use this statement to support our value proposition in web copy and printed materials.
Positioning Statement Form - What we do Gousto delivers the customer’s choice of delicious recipes and quality, pre-portioned ingredients, weekly. Draw on this for anything that calls for a short explanation of who were are and where we are positioned in the market. E.g. on a competition or marketing flyer.
Short Bio Form - How do we do it: Gousto delivers everything food lovers need to cook the recipes they love, weekly. We deliver quality ingredients, in exact portions; with step-by-step recipe cards that make cooking simple and enjoyable. With flexible delivery and a new menu of delicious recipes to choose from each week, the customer decides what to cook and when. Use this on any asset that calls for more of a short company bio, e.g. to introduce our company on a partnership site.
Awesome!
8
GOUSTO GUIDELINES 2015
The Customer: AKA your Bread & Butter
The primary Gousto customer profile is comprised of our core value segment, and we strive to keep her happy! It’s a tall order, but as a rule of thumb consider the following: WWJD (what would Janet do?)
usto
Janet Go
Janet is our high value core customer base. She is 30-45 years old, suburban female (75%), settled in a partnership/family and pulling in an above average income. She only buys from select, high-quality retailers among which Gousto is counted. We channel our efforts into keeping her cheery*: Core Attributes (not exclusive):
+ Loves food + Cooks often + Picky/demanding + Engaged + Sense of humour
+ Values sustainability + Values provenance + Discerning taste + Values food quality + Lives in suburbia
*While this customer segment is defined by reams upon reams of unfathomably complex data, there are naturally plenty more fish in the Gousto sea. Our understanding of the Gousto customer is an ever-evolving process which we will continually fine-tune, developing our service offering to appeal to a diverse array of personality types.
9
GOUSTO GUIDELINES 2015
Our Customer’s Journey Life is a journey, so is a tube ride or a high speed boat chase, but we’re deviating. The Gousto journey spans our order cycle, from the first moment our customer encounters Gousto, to the second they share their glowing feedback with us. Here is a breakdown of that journey:
How did they hear about Gousto?
Where did they look next?
How did we reach them?
What did they receive?
- Digital ads (display ads, PPC, affiliates, etc)
- Landing Page
- Emails
- Box
- Recipe Page
- Texts
- PR & Media (National & regional coverage)
- Account Section
- Social Media
- Inserts (books, gifts & letters) - Gifts
- Direct Mail - Email Marketing - Events & conferences
The customer journey starts at one of 5 touch points, after which there are 9 opportunities to reach them. All communications should be tailored at every point on the journey to appeal to Janet Gousto (WWJD).
10
GOUSTO GUIDELINES 2015
Our tone of voice
The Gousto tone of voice is wittY (but never vulgar), playful and friendly. We differentiate ourselves from the competition with a humorous and quirky approach to all media, content and communications. We offer our customer benefits, not features, and a lifestyle not a quick fix.
What do you mean?
We mean that if we traded in pens, our competitors would busy themselves describing the colour and texture of the pen, while we showed you how the pen enables you to write, and therefore communicate, more effectively. Ah! Umm…
Likewise, we aren’t going to hark on about how pretty our box is or great our ingredients are (which they are) before we’ve shown you how Gousto can benefit your life. Right! We strive to offer our customer something new, interesting, stimulating or useful. We do not patronise them, we are on their level. We do not dumb anything down, our customer is savvy. We aim to offer them something to make them laugh, think or feel excited.
AND WHAT A TEAM ! We are transparent and honest in all our communications and converse with the customer as would a trusted friend. We show who is behind the curtain at Gousto and build up warmth and familiarity with our team.
11
GOUSTO GUIDELINES 2015
Copy Do’s & Definitely Do Not’s
We always speak in third person, collectively as Gousto, unless writing a blog or promotion specifically written from a first person’s perspective.
We DON’T like juvenile/overly informal words like: Uber, lush, yucky, totes, ain’t, bff, omg, yolo, tummy, hugs, hey yah, see yah, yeah, looky, dahling, icky, deluxe, deets. Or crude expressions like: Get your knockers out, twerking, WTF We DO like friendly, quirky, joyful colloquialisms & sharp words like: Passionate, love, howdy, delectable, ravishing, grub, faff, organic, quality, sustainable, tasty, glee, delight, moreish, culinary, gastronomic, tum, bosh, amazing, outrageous, indulgent, tantalising, glee, succulent, gorgeous, frivolous & win
Naming Conventions We aim to impart an element of wit and (humble) expertise with every product, recipe and ingredient we name. Our product team are passionate connoisseurs of all things food related, but they don’t toot their own horns or take themselves too seriously. The result is a range of interesting, fun and accessible products that are tailored for the enjoyment of everyone everywhere.
Examples
Gentle lentils, Be pre-peared (conference pear), The black-eyed beans, Santa’s Risotto, Sage sage, Dapper Dill, Po-tay-to Po-tah-to
12
GOUSTO GUIDELINES 2015
Copy Examples All copy should be written from a position of positivity and enjoyment. It should enthuse and entice the customer, celebrate the moment and generate excitement about the Gousto experience.
How to write a blog entry: The time of year is fast approaching when everyone starts tallying up motivational lists about all the things they are going to change and accomplish in the coming year. How to describe a recipe: This Asian-inspired soup brings a medley of mouth-watering oriental flavours together with charred cod and hearty noodles. The first taste is intense, savoury and moreish; and before very long the dish has disappeared before our eyes. A resounding success! How to write web copy: Relish the joy of cooking fantastic food with award-winning quality ingredients every week. All meals are nutritionally balanced and provide a fun and simple way for you to eat well. How to write a social media update: Yippee it’s competition time! If you’ve survived Black Friday in one piece, perhaps triumphantly wielding an appliance of some sort, tell us your take on this age old conundrum: which pet is best? #FrivolousFriday
exciting, positive, motivational.
positive, enticing, descriptive, joyful.
celebrates the moment, includes 3 usps (quality, healthy & convenient), is positive & joyful.
exciting, inciting, positive, quirky.
13
GOUSTO GUIDELINES 2015
Communications All communications should be tailored appropriately to the situation at hand; safeguarding the customer’s trust and enjoyment. For example, if there has been an error on our part, our job is to reassure the customer not make them laugh, and correspondence will subsequently be more formal: E.g: how not to respond to an error/complaint: There’s been a bungle with your delivery. Hey ho, our courier will still do his darndest to delivery your scrummy Gousto box ASAP!
How we should respond: I’m very sorry to inform you that your Gousto box scheduled for delivery today has been delayed by at least 1 day due to road closures caused by localised flooding. Our courier will endeavour to make the delivery to you as quickly as possible…
Not reassuring, not accepting responsibility, liable to annoy.
Reassuring, accepts responsibility, unassuming
However if it’s a fun, seasonal/campaign related email, our job is to personalise their experience and communicate with warmth and positivity:
E.g: Season’s Eatings! It’s now less than 1 month until Christmas and we’re gearing up to deck the halls of Gousto HQ with lashings of festive cheer. Amidst all that excitement, we thought we’d better drop you a
If in doubt, simply put yourself in Janet’s shoes! *WWJW* - What would Janet want?
quick note to fill you in on our Christmas delivery schedule.
14
GOUSTO GUIDELINES 2015
Pricing Communication Pricing must consistently be communicated the same way via all channels. We present our price point per portion as opposed to per box – this gives Gousto’s awesome value for money a chance to shine. Customers who could potentially be put off by the perceived cost of Gousto when compared to their standard supermarket slog can be won over when we illuminate the price breakdown comparison like so: • In an independent price comparison survey, Gousto was found to be 16% cheaper than the average weekly supermarket shop:
SAVING MONEY WITH GOUSTO We compared the cost of 3 meals at 4 supermarkets, and found that Gousto was cheaper than all 4!
For communications on landing pages, flyers, display ads & other brief introductory marketing materials:
From only £3.62 per meal!
Cost of ingredients
£34.99
£37.07
£42.46
£44.89
£36.75
Cost per portion
£5.83
£6.18
£7.08
£7.48
£6.13
Delivery
FREE
£1.00-6.00
£0-6.99
FREE
£2.95-6.95
Comparison done in August 2014, using organic vegetables, and high welfare British meat as a comparison
• Gousto boxes completely eliminate food waste resulting from over-spending on groceries or not using all your ingredients in time. 15
GOUSTO GUIDELINES 2015
The Gousto Logo
The Gousto brand guidelines set out the most appropriate ways to use and present our logo. Thanks for not dressing it up or down, modifying it or embellishing it with patterns, shadows or unusual backdrops.
The Gousto name is a composition of the Italian Gusto (meaning flavour) and the foodie loving word, gourmet.
Primary logotype: use wherever possible
16
GOUSTO GUIDELINES 2015
LOGO TREATMENT
Spacing considerations The logotype must be reproduced with a clear area around it which is free from other graphic elements. It’s best to leave about 30% whitespace.
Logo minimum size Use this only in design mediums with limited space. The logo should always be clearly legible. For legibility purposes, a minimum size at which the logo may be reproduced is recommended.
22mm
This is our primary logo and used most often
White is used on our approved brand colour backgrounds 17
GOUSTO GUIDELINES 2015
LOGO do’s & don’ts
To preserve our brand identity and maintain our style integrity it is essential that the following specifications are adhered to.
Do not deform in any way
Do not use an unclear background in the direct vicinity of the logo
You can use the white logo
only on our brand colour backgrounds
Do not use any other colours for the logo besides the ones presented in this guide 18
GOUSTO GUIDELINES 2015
The Gousto AVATAR
Our pot avatar is used to support and enhance our visual identity where appropriate. Appropriate uses include: as our mobile app icon and website favicon, as our social media icon and as a supporting visual asset on marketing materials like flyers or product gifts such as the recipe folder. Use only with the prescribed colour, do not deform in any way or set against an unclear background. Our logo
Spacing considerations The avatar must be reproduced with a clear area around it which is free from other graphic elements. It’s best to leave about 30% whitespace.
can be substituted for the avatar where space is restricted, but the brand name must always be clearly visible in the same space. Seasonal variations of our social media avatars are available in the public design folder.
Do not use any other colours for the avatar besides the one presented here.
You should use the pot as our social media icon
19
GOUSTO GUIDELINES 2015
THE COLOUR PALETTE
#e86754 C3 M71 Y64 K1 R232 G103 B84
#d05b4a C14 M74 Y69 K3 R208 G91 B74
#8ab077 C53 M15 Y63 K1 R138 G176 B119
#f4f1ea C5 M5 Y9 R244 G241 B234
Gousto Logo #c94d2b C20 M80 Y90 R201 G77 B43
20
GOUSTO GUIDELINES 2015
THE typefaces
Typography is an important factor in Gousto’s communications. Our Wicked Grit font is the primary Gousto font. We use it for titles and headlines. As the main font, it should be used for the most visible parts of text, but nothing more.
WICKED GRIT ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890?.,:
Jenna Sue ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890?.,: We use the
We use the Lato font for the main text body both online and offline. It is well-balanced and pleasant to the eye.
Lato Light
Lato Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
Lato Light Italic
Lato Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
Lato Regular
Lato Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
Lato Regular Italic
Lato Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,:
Jenna Sue font for signature, letters and comments.
21
GOUSTO GUIDELINES 2015
Photography Styling Savour every moment of the Gousto journey. Think about how to make everything look fresh and delicious, remembering that we are about the cooking experience (not just the food!). Try to always convey the cooking process, as well as the eating. Make it light, bright, and colourful! Photo subjects should be vivid and balanced against backgrounds
and other elements, never bland or uninspiring. All photos should include stylistic seasonal elements to bring them to life and place them in context. We shoot them from a face-on perspective and aim to bring as many of the ingredients of the dish into the photo to fully illuminated what it is comprised of.
22
GOUSTO GUIDELINES 2015
Photography Styling Moodshots picture for This Week’s Recipe page, the Menu Preview and the Recipe card - dimensions: 700x700 - all of the food is displayed clearly - light, bright, and colourful
here it is not really clear, what is on the plate?
Sliders picture for the Landing page - dimensions: 1265x545 - lifestyle - light, bright, and colourful
Featured image for This Week’s Recipe page
- dimensions: 800x800 - text display in the right of the image, keep table space empty - all of the food is displayed clearly - can be very usefull for banners and ads as well
keep in mind that the middle of the slider has a text component 23
GOUSTO GUIDELINES 2015
Design Assets & Icons This is the approved Gousto icon design style, for icons used to support and enhance design elements and reinforce the playful and quirky aspects of Gousto’s personality.
Icons should be used sparingly and always in balance with the context they are presented in. Deviations from this design style are not permitted.
24
GOUSTO GUIDELINES 2015
Asset & Photo Treatment Always aim to present icons and photos in design assets in the signature Gousto style.
25
GOUSTO GUIDELINES 2015
THE BUSINESS CARD
These display our employee’s favourite Gousto recipe on the back of the card; providing a conversational opportunity to engage clients and prospects with Gousto’s recipes, products and services.
26
GOUSTO GUIDELINES 2015
THE RECIPE CARD These cards should make the cooking process as clear and simple as possible, whilst still appealing to our customers for their warmth & personality; making them want to engage with us and share their experience via social media. Written directly by our chefs, they convey the product team’s expert food knowledge as well as an accessible and enjoyable cooking experience that appeals to every type of cook.
Our recipe cards have been designed with 3 key criteria in mind: 1 Convenience & ease of use 2 Warmth & friendliness 3 Informative & professional
WAREHOUSE CODE COLOURS
A
B
C
Z
D
E
S
T
X
Y 27
GOUSTO GUIDELINES 2015
!
Farewell for now
Thanks for taking the time to get acquainted with Gousto, here’s to a purrfect partnership.
28