EVERGREEN GRAPHIC STYLE GUIDE 2018
GRAPHICS | OVERVIEW Back Wall Planogram Update Phase One
LOTUS GLOBAL FULL BAY 2018 EVERGREEN UPDATE 2018 PAGE 1/2
A key goal in this update is to create both cohesive messaging and a consistent visual language by franchise and as a whole collection.
NAVIGATION SIGN • Lead with bold benefit
language • Macro ingredient
Described left is a top-line breakdown of each back wall graphic’s intention.
GLORIFIER UNIT
The following pages detail our principles, strategy and standards for imagery and messaging.
• Flexibility to highlight newness,
link sell or key SKUs • Adapt copy and product display to local market needs • Environmental ingredient
All assets are available on Sweetdam via the path below |
FRANCHISE SHELF TALKER • Bold benefit language
> Fresh Asset Library > Non Franchise > Merchandising Asset > Non Campaign
• Direct franchise benefits • Macro ingredient
The 2018 Evergreen Graphic and Planogram Update is available on the intranet via the path below |
HERO PRODUCT SHELF TALKER • Hero product and create
>Departments >Merchandising >Guidelines & Tools
hierarchy • Direct product benefit • Dramatized product imagery DISPLAY . 2018/03/31 00:25:32 . id:34603
2
NAVIGATION SIGNAGE
3
Global Standards
FUNCTION: Provide graphic/visual cues for core franchise Consistent and cohesive marketing strategy aligned in retail space Allow easy guest navigation of the shop
STRATEGY: Refine graphic language—utilize macro power visuals for the collection for skincare, some of bodycare utilizes product shots Treat signs as straighforward navigation. emove multiple heirarchy; integrate text more R naturally into images L imited, top-line copy to designate core benefits only Only list the franchise or delineate to bodycare. 4
Placement for 1 Line Allow 1 inch margin from top First line always lays on the same baseline 1.5" from top 38mm from top Copy is always centered
Allow 1.44 inch 36.576 mm margin from Baseline (104 leading)
two-thirds of the sign should be franchise macro ingredient.
5
Placement for 2 Lines
Allow 1 inch margin from top
Copy is always centered
First line always lays on the same baseline 1.5" from top 38mm from top Allow 1.44 inch 36.576 mm margin from Baseline (104 leading)
two-thirds of the sign should be franchise macro ingredient.
6
Color
The top 1/3 will be white so all Navigation Copy will be 100% Black
7
Typography
1. BENEFIT HEADLINE
1
FONT: Brandon Grotesque Regular CASE: All Caps
2
SIZE : 52pt*(see for leading) ORIENTATION: Centered *Leading for two lines leading is 47.225
2. FRANCHISE HEADLINE FONT: Sabon Italic CASE: Sentance Case SIZE & LEADING :41/48 pts ORIENTATION: Centered
8
Imagery Only use macro power visual imagry specific to the franchise, leave to third clear for copy. Navigation signs which have a more broad category, listings use prodtuc shots that best speak to appropriate category imagery.
9
SHELFTALKERS
10
Imagery
FUNCTION: T wo shelf talkers which suport franchise narrative and storytelling of benefits and best sellers Consistent and cohesive marketing strategy aligned in retail space Allow easy guest navigation of the shop
STRATEGY: Treat signs as straighforward navigation. Remove multiple heirarchy; integrate text more naturally into images
11
Placement for Benefit Shelftalker
1. FRANCHISE SENTENCE FONT: Brandon Grotesque Regular CASE: All Caps SIZE & LEADING : 40pt/42 ORIENTATION: Centered
1
Top Baseline .40" 10.16mm apart from Bottom cap height
2.BENEFIT BULLETS FONT: Sabon Italic
2
CASE: Sentance Case SIZE & LEADING : 39pt/39.5 ORIENTATION: Centered
12
Placement for Best Seller Shelftalker
1. PRODUCT SENTENCE FONT: Sabon Bold Italic CASE: Sentence case SIZE : 35pt /42 Leading ORIENTATION: Centered
1
First line always lays on the same baseline (1.318" from top) 33.48mm from top
13
Billingual Guidelines
14
Placement for 1 Line Allow 1 inch margin from top Transalation Adobe Song 36 pt/26
Translation Adobe Song 26pt/24
First line always lays on the same baseline 1.5" from top 38mm from top Allow 1.44 inch 36.576 mm margin from Baseline (104 leading)
Copy is always centered
15
Placement for 2 Lines
Transalation Adobe Song 36 pt/26
Translation Adobe Song 26pt/24
First line always lays on the same baseline 1.5" from top 38mm from top Allow 1.44 inch 36.576 mm margin from Baseline (104 leading)
Copy is always centered
16
Placement for 2 Lines
1. FRANCHISE SENTENCE FONT A: Brandon Grotesque Regular CASE: All Caps
1
SIZE & LEADING : 36pt/38 ORIENTATION: Centered FONT B: Adobe Song SIZE & LEADING : 28pt/36 ORIENTATION: Centered
2. BENEFIT BULLETS
Top Baseline .40" 10.16mm apart from Bottom cap height 2
FONT A: Sabon Italic CASE: Sentance Case SIZE & LEADING : 31pt/37.5 ORIENTATION: Centered FONT B: Adobe Song SIZE & LEADING : 21pt/27 ORIENTATION: Centered 17
Placement for Best Seller Shelf talker
1. PRODUCT SENTENCE FONT A: Sabon Bold Italic CASE: Sentence case SIZE : 34 pt /34.8 Leading ORIENTATION: Centered
1
First line always lays on the same baseline (1.318", 33.48mm from top)
FONT B: Adobe Song CASE: Sentence case SIZE : 26 pt /35 Leading
Bottom line always lays on the same baseline. (1", 25.4mm from first baseline)
ORIENTATION: Centered
18