1113 Davigel Brand Essence Structure

8/9/2019 1113 Davigel Brand Essence Structure

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Brand guidelinesDavigel - july 2010

1 Brand essence and structure


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Davigels ambition is to become the preferred solution provider of

frozen and chilled food for foodservice in Europe.

To achieve this, the Davigel brand relies on a unique model which

combines a strong customer intimacy, a solid food solution design

capability (creation of exclusive sourcing, culinary development by

Davigel chefs and flexible industrial tools) and an efficient direct

sales and distribution organization.

The new Davigel brand architecture as well as the graphical identity

is fully supporting the business vision.

The brand baseline, partner in your success enhances Davigels

strategic ambition in Europe.

The star brands for products and services highlights the companys

specificities on the foodservice market.

The brand guidelines aim to provide clear rules of use of brands

identity through various tools, ensure total consistency and

maximize their impact.

Strong

customer intimacy

Food

solution

design

DSD

Efficiency

2Davigel - 1. Brand essence and structure - july 2010

Introduction


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Introduction

Brand structure

The Davigel logo is the companys signature (at a corporate level) as well as its

products as a whole.

1.2. Davigel brand position versus Nestle Professional

Nestl Professional is a strategic brand of the Nestl Group witch endorses its ambition

of being committed to out-of-home market.

Davigel belongs to the Nestl Professional Division, which represents a strong

guarantee in quality, food safety and nutrition.

The Nestl Professional brand shows up on all the printed documents.

Sales document: as a signature on the last page.

Invoices, business cards and letterhead: at the bottom of the page (footer).

Parent

brand

Companyand master brand

Star brands

LandmarksLabel of a paramount technology :

3Davigel - 1. Brand essence and structure - juillet 2010


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Davigel Brand essence

Partnerin yoursuccess

CUSTOMER TARGET

Demanding foodservice operators, incl.chefs, looking to go beyond their

operational challenges and habits todelight their clients with meals that bear

their unique signature

Offering unique solutions combining raw tofully elaborated products andservices - nutrition, training, delivering,

customizing - at key price points

meeting higher quality standards in terms oftaste, nutrition and safety

Pros dedicated to prosstrong customer intimacypassionateculinary expertiseentrepreneurialreliabledynamicinnovative

EMOTIONALTrust

Pride in choosing the best

RATIONALCreating value for operators

with breakthrough solutions,matching their expectations

and operating conditions

OFFER ATTRIBUTES

BRAND BENEFITS BRAND PERSONALITY



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Terre et Mer Brand essence

Prime rawproductsservicing

chefscreativity

CUSTOMER TARGET

Chefs, purists and passionate(main meal> 12 - bill > 25 )

They l ove int erpret ing raw produc ts, the yr eopen and curious

Demanding on product selection and quality,open to outsourcing (can live without

direct contact with the raw product producer)

Raw products of superior and regular qualityDesigned to serve chefs creativitySelected and tested by a recognized pro.

Experts in discovering and developing newchannels of sourcingExperts in identifying the best preservationtechnology

Professional, chef to chefRespectful of cooks skillsOpen to evolutions of the tradeOpen and curious about the worldHonest and humbleListening

EMOTIONALSharing the values of my trade

Assuring the bestSupporting my creativity

RATIONALDelegating sourcing and purchasing

Superior quality and regularityFreeing time

Fitting my business needs

OFFER ATTRIBUTES


The Terre et Mer brand signs Davigels specific know how in the selection of high

quality raw ingredients.

It is one of the Davigel star products brands.



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Cration Brigade Brand essence

DavigelBrigadeat yourservice

CUSTOMER TARGET

Tab le ser vic e rest aurant s ( ave rage b ill15e/25e) and caterering pros organising

receptions

Chefs who want to be proud of what they serveand look for a house made resultGiven operational constraints, theyre willing to

delegate part or all of mise-en-place andelaboration tasks.

Mise-en-place, cooked dishes anddessert, elaborated by Davigel chefsbrigade, respecting culinary know-how

Quality of raw material used

Selected by a jury of independentprofessionals

Meets the evolution of the end clientexpectations in terms of nutrition

ProfessionalRespectful of cooks skillsListeningAs demanding, curious and creative as a chef

EMOTIONALTrust and ass uri ng the bes t

Bringing ideas and trendsLeaving space for customization

RATIONALDelegating all or part of elaboration process

Quality, regularity, ease of preparationInnovative answers to my operational constraints

Freing time

OFFER ATTRIBUTES


Cration Brigade is the brand representing Davigels specific know how in developing or

producing elaborated products.

It is one of the Davigel star products brands.



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Nutriservices Brand essence

NHWinspiration

forfoodservice

pros

CUSTOMER TARGET

Professionals of institutionalfoodservice Operators and services

Reference information on nutritionAssistance in elaborating menus and mealsaligned with current policiesRecommending foods with nutritional addedvalueConstant nutrition information monitoringExpertise and experience of Nestl Reasearch

ProfessionalExpertRespecting taste and the pleasure of eatingCredibleListening

Approachable and close

EMOTIONALTrust

Makes NWH simpler and more accessible

RATIONAL

Bring nutritional expertiseUp to date and reliable informationRespectful of taste

OFFER ATTRIBUTES


Nutriservices is the brand wich represents Davigels specific expertise in balanced diets.

Nutriservices provides services in nutrition to Davigels customers.

It is one of the Davigel star service brands.



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Formation et Expertise Brand essence

Grow yourtalent

Share yourpassion

CUSTOMER TARGET

Food service operators Tra ini ng on mas ter ing the art of valori sin gfrozen and chilled product. and the associatedevolution of professional environmentDevelopping the ability to express oneself withthese products as easily as with othersEnsuring proper management of their facilityfor the satisfaction of their end customer

PragmaticExpertDemandingChefs and Experts as trainersConnected with the industry realities

EMOTIONALEnlarge Professional horizon

Sharing experiences among peers

RATIONALDevelopping ones talent and skills in sync

with industry realitiesTransvers al lea rning connec ted wit h new

issues and developments

OFFER ATTRIBUTES


Formation et Expertise is the brand wich represents Davigels specific expertise in training.

It is one of the Davigel star service brands.


1113 Davigel Brand Essence Structure

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