Dormeo Brandbook INT February 2011

DORMEO BRAND MANUAL

01

01. Foreword

01. Foreword

Our Vision.

dormeo:brandmanual 00501….istofindharmonybetweennature,peopleandcomfort.Dormeoworldisaworldofsoftshapes,warmmaterialsandfriendlycolors.Attendingtoeachindividualandgivingtheopportunitytochoosetheirownstyleofsleep,theirownstyleofliving.Health,relaxationandqual-ityarethevalueswecherishandthriveon.Creatingtheproductsofexcellenceandestheticvalueforeverybodyisourprimaryandfinalgoal.

Inordertosharethisvisionanditsvalues,wehavepreparednewDor-meovisualidentitystandards.Cleararchitectureandcontemporarydesignhavecreatedabrandforthosewhoappreciatehighqualityrelaxationandregenerationproductsdestinedforahappyhome.

Branka Hutar,DormeoBrandDirector

0202.

Index

02

02. Index

dormeo:brandmanual 009

01. Foreword 003 OurVision. 00502. Index 00903. Strategy 011 OneDream.OneVision.Oneteam. 013 SuccessthroughIntegration 013 AResponsibleRelationshipWithOurConsumers 013 EnvironmentalCommitment 013 BrandPositioning 014 BrandCore 014 Dormeo’sFunctionalandEmotionalBenefits 014 BrandObjectives 015 BrandValues 01504. Dormeo Brand Architecture 017 BrandArchitecture. 019-020 PRICELINESLOGOS 02105. Sales channels 023 DormeoSalesStrategy. 025 LargeProductPortfolio 02506. Creative Strategy and Slogan 027 CreativeStrategyAndSlogan. 027 CreativeStrategy 027 Slogan 02707. Brand personality 031 Brandpersonality. 033 tina 03308. Complete graphic standards 035 BrandConsistency. 037 Logo 037 BrandLines 037 CurrentStateoftrademarkRegistration 037 OLDLOGO 038 RE-BRANDEDLOGO 039 NEWFORM 040-041 LOGO-PROPERUSAGE 042-049 LOGO-VERtICALAPPLICAtION 050 DIMENSIONS 051 PROPORtIONS 052-053 COLOURSYStEM 054-055 NOtALLOWEDUSAGEOFtHELOGO 056 LOGO-PROPERUSAGEONtHEBACKGROUND 057 BRANDLINELOGO 058-073 ADDItIONALLINELOGO 074-077 PROPORtIONSFORBRANDLINELOGO 078-081 PROPORtIONSFORADDItIONALLINELOGO 082-085 COLOURSYStEMFORBRANDLINELOGO 086 COLOURSYStEMFORBRAND&ADDItIONALLINELOGO 087 tYPOGRAPHY 088-08909. Packaging 091 Packaging. 093

VisualElements 093 PackagingPhotography 093 PackagingIcons 093 BRANDLINEPACKAGING 094-101 BACKGOUNDSFORBRANDLINES 102 BACKGROUNDPAttERN 103 PHOtOGRAPHY 104-10510. Advertising 107 Advertising. 109 AbovetheLineAdvertising. 110 ADVERtISINGIMAGEBILLBOARD 110-112 ADVERtISINGDIRECtBILLBOARD 113 ADVERtISINGIMAGECItY-LIGHt 114-116 ADVERtISINGDIRECtCItY-LIGHt 117 PRINtMEDIAADS/IMAGE 118-119 PRINtMEDIAADS/DIRECt 120-121 PROPORtIONSFORPRINtMEDIAADS 122-123 BelowtheLineAdvertising. 124 LEAFLEt 124 CAtALOGUE 125-127 ICONS 128 tEXtFRAMES 129 PICtOGRAMS 130-13111. Business promotion 133 PromotionaltoolKit. 135 Stationery 135 StANDARDBUSINESSCARD 136 CORRESPONDENCEPAPER 137 ENVELOPES 138-139 PAPERBAGS 140-147 PLASICBAGS 148 tEXtILEBAGS 149 FLAGS 150 POWERPOINtPRESENtAtIONLAYOUt 15112. Point Of Sale Communication 153 PointOfSaleCommunication. 155 EXAMPLEFORINDOORPROMOtIONS/IMAGE 156 EXAMPLEFORINDOORPROMOtIONS/DIRECt 157-159 EXAMPLEFORINDOORPROMOtIONS 160-161 LOGOFORStUDIODORMEOStORE 162 NAMEBADGE,StUDIODORMEOBUSINESSCARD 163 LOCAtIONMARKERS 164 WOBBLERS 165 LIGHtSIGNANDWINDOWDISPLAYLOGO 166 SIGNFORDORMEOStORE 167 t-SHIRt 168 POSItIONINGOFLOGOONDELIVERYVANS 16913. DRTV Marketing 171 Pictureinmotion. 173 BASICSCREENLAYOUt&ORDERINGSCREEN 174-177

03

03. Strategy

03

03. Strategy

One Dream. One Vision. One Team.


Success Through Integration

Operatingacrossadiverseportfolioofcountriesrequiresadeepun-derstandingoflocalculturesandconsumerhabits.Itistheapprecia-tionofthismarketindividualitythatliesattheheartofoursuccessatDormeobrand.Bytailoringourstrategytoaddresstheuniquerequire-mentsofeachlocalmarket,weaspiretowardsacommonvisionofdrivingsustainablegrowthacrossourwholebusiness.

Asourbusinessexpands,weareabletoleverageincreasedbenefitsofscale.Wequicklyaddresstheneedsofourcustomersandintro-ducenewproductsandpackagestothemarketplace.Atthesametime,wearecommittedtosharingknowledgeandsuccessfuloperat-ingpracticesacrosscountriestorealizeefficienciesthroughtheuseofcommonsystemsandprocesses.thereareseveralcommunicationplatformsandinternalconferencesthatenableourpeopleindiffer-entcountriestosharelearning,thusraisingoverallperformancestan-dards.

A Responsible Relationship With Our Consumers

Ourresponsetohealthandwellnesstrendshasledtovibrantinno-vation.Newmattresses(Soya,Bamboo...)areincreasinglyimportantcontributorstoourportfolio.

Environmental CommitmentWeareputtingourcommitmentsintoactionbydevelopinginnovativesolutions.Groundbreakingmaterialsthatrepresentapeakofenviron-mentfriendlyindustry,whilestillservingitspurposetothefullestareacornerstoneofourproductline.thecomponentsthatare100%biodegradablewithimplementednaturalrawmaterialsthatreplaceandimprovetheroleofconventionalmaterialsusedintheindustryarees-sentialtotheportfolioandatestamenttoourcommitment.

03. Strategy03. Strategy

dormeo:brandmanual 015014 dormeo:brandmanual

Brand Objectives

Inaneverincreasingcompetitivemarket,theneedto“standout”be-comesessentialtoensureDormeo’ssustainablegrowth.Dormeo’sbrandpotentialandcurrentproductstrengthsplaceitamongsttheleadingbrandsintheindustry,competingforsimilarmarketsegments.ForthisreasonDormeobrandfocusesitsstrategyonaselectionofadifferentiatedproductbaseandonanexcellentcustomerserviceallowingDormeobrandtopositionitselfasabrandthatprovidestoitscustomersasuperiorproductandserviceexperiences.

Brand Values

Dormeovaluesarethebasisofourworkandarereflectedineachproduct.

Home and Family - Ouraimistohelpmakingacosyplacewhereourcustomerscanenjoythejoysofeveryday’slife.

Trust - Ourcustomerstrustus–wemakethemfeelthatwearealwaysthereforthem.

Safety – Safetyexcellenceisavitalfocusofourproducts.Ourprod-uctsaresafeforpeopleaswellasfortheenvironment.

Activity - Wearecurious,openandhavegoodideastosetthingsinmotion.

Modernity - Ourproductsareinlinewiththelatesttrends.Wecarefullyselectthelatesthighqualitymaterialsanddesigns.

Beauty of Life - Withourproductsweprovideourcustomersthees-sentialsforahappyhomeandthebeautyoflife.

Open mindedness - Wehavethetechnology,theproductrangeandflexibilitytooffertheproductsthatourcustomerswant.

Brand Positioning

Companiesneedpositioningbecausecustomershavechoices.Po-sitioningiswhatdifferentiatesabrandinthecustomer’smindrelativetocompetingproducts.thus,Dormeoispositionedasconvenient,trustworthy,andhighqualitybrand.

Brand Core

Brandcoreisthedrivingforceandthebeatingheartofthebrand:Dor-meoisalwaysthere.It’slikableandaffordable.Itsqualityandbrilliantcustomerservicesaretheretoservepeople,providingwellthought-outandhealthorientedproducts.Dormeoenablesitscustomerstohaveasimpler,better,andmoresuccessfullife.

Dormeo’s Functional and Emotional Benefits

WhenfurtherdevelopingtheDormeobrand,wethinkaboutproduct’sfunctionalandemotionalbenefitssinceinthiswaywewanttobuildpreferenceforourproducts,whichresultsinincreasedsalesanden-hancedbrandloyalty.

- Functional Benefits: FunctionalexcellenceModerndesign

- Emotional Benefits: KeepingpromisesandbeinghonestSurpriseandDelightmomentsCustomerservicewithpersonalityEngagingcustomers 01. UNDERSTAND

CONSUMERS02. CONNECT EMOTIONALLY

03. STAY TRUE TO THE BRAND VALUES

VIA A RICH SPECTRUM OF SELLING CHANNELS

WHAT THEY REALLY WANT

04

04. Dormeo Brand

Architecture

04

04. Dormeo Brand Architecture

Brand Architecture.


Abrandarchitecturelaysoutthekeyelementsofthebrandindetailandrevealsspecificmessagesandimportanttake-alwaysforthetargetaudience.thebrandarchitecturerepresentsthestructuralintegrityof

thebrand,delineatinghowitisbuilt,howitworks,andhowthecomponentsfittogethertodelivermeaningfulbenefitstotheconsumer.

04. Dormeo Brand Architecture 04. Dormeo Brand Architecture


PRICE LINES LOGOSoriginal/negative

Price linesareusedsolely for internalcommunicationandinprintwherewewanttodifferentiateproductsfromthesameproductline.

0505.

Sales Channels

05INTEGRATED APPROACH ALLOWS US:01. MORE CUSTOMIZATION02. MORE COMMUNICATION FROM US

TAILORED TO CONSUMERS SPECIFIC NEEDS

05. Sales Channels

Dormeo Sales Strategy.


Dormeodevelopedabusinessstrategywhichusesanintegratedap-proachthatleveragessalesindifferentsellingchannels.theDRtVchannel,designedtofacilitatesalesofproductsthatarepresentedtofinalcustomersthroughinfomercialsontV,issupplementedbyothersellingchannels(retail,wholesale,internet,mailing,printadvertise-ments,catalogues)forsaleofthesameorotherproductsthatarenotappropriateforDRtVsales.thecombinationofsalesviadifferentsellingchannelsallowsDormeobrandtotailoritssalesstrategyondemand,basedoncustomerchar-acteristicsandspecificneeds.

Large Product Portfolio

OurjobistosellanddistributethepreciousbrandDormeo,toprovideourconsumers’theessentialsforahappyhomeandagoodnight’ssleep.Overthepastseveralyears,wehavebeenexpandingtherangeofproductsofferedtoourconsumers.Acrossgrowingsleeprelatedcategoriesweextendedourproductlinesliving,bathandkidsinre-sponsetonewpreferencesinthesenseofmaterials,colours,shapes,patterns,andtrends.

Introductionofproductlinesstimulatestheeffectofcross-selling.

PR AND EVENTS

CATALOGUE PLACEMENTS

INTERNET

RETAIL WHOLESALE

DRTV

WORD OF MOUTHWORD OF MOUTHINTEGRATED APPROACH

MAILINGS (MAIL, EMAIL, SMS)

PRINT ADVERTISING

06

06. Creative Strategy

And Slogan

06

06. Creative Strategy And Slogan


Creative strategy

AdistinctiveandconsistenttoneofcommunicationhelpscustomerstounderstandwhattheDormeobrandstandsfor,itbuildsrecognitionandloyalty,anditensureswestandoutamongallotherbrands.Ourtoneofcommunicationis:

Playful-Wearecreative,open-minded,futureoriented,modern,es-thetic.

Optimistic-Welookforthebestinallpeopleandthebestinallsitua-tions.We’rewarmandfriendlyandwespeakoptimistically.

Ingenious-Attheheartofourcompanyisthespiritofinnovation–thedesiretobringnewideasandnewexperiencestoourcustomers.

Inspiring -Everytimewespeakwemakeanimpressiononpeople.Weshouldalwaysseektosurpriseandneverbepredictable.

Credible-Inourcommunicationweprovidereliableandcorrectinfor-mationandclearmessages.

Slogan

“EssentialsforaHappyHome”isDormeo’smainmessagewhichcon-veystheessenceofthebrand.Itcanbeusedincombinationwiththelogo,inadvertising,andforothermarketingpurposes.

B2C communication:a)SLEEPbrandlineandinmarketswhereDormeoismostlyknownforitssleepprogram: “A good night sleep” b)LIVING,BAtH,andKIDSbrandline: “Essentials for a Happy Home”

B2B communication:“Innovative sleep solution”.

Creative Strategy And Slogan.

07

07. Brand Personality

07

07. Brand Personality

Brand Personality.


Intheheartofeverybrandisasetofcharacteristicsakintoahumanpersonalitythatacustomercanrelatetoasifthebrandweretheirtruefriend.Asuccessfulbrandisabletovibratewithconsumer’semotionsandvalues.

Tina

Middleaged.Livesinahousewithagarden.Marriedwithchildren.Protectiveandreliable.Sheisverypractical,likestocookandworkinthegarden.Hercorevalueisfamily,butsheisaveryself-confident,successful,ambitiousanddeterminedwoman.Looksafterherself,herappearance,dressesinamodernway,goesregularlytogym,drinksgreentea,andisextremelysentientwithaspecialsenseforesthetics.Sherecyclesandisenvironmentallyaware.

Tina, 36 years

08

08. Complete

Graphic Standards

08

08. Complete Graphic Standards

Brand Consistency.


“BrandConsistency”isallabouthowweareperceivedbyourcustom-ersandrangesfromthefirstpieceofliteraturetheysee,maybeanadvertoraleaflet,throughtothestationerytheycanuseasapartofthepackagewesupply,andeverythingelseinbetween.MaintainingthisConsistencyisoftheutmostimportance,creatingandmaintainingasinglepositiveimageofourbrand,ofourcompany.Giv-ingthecustomer(orpotentialcustomer)thiscoherentimagewillinstilaconfidenceofrecognition,enablingthemtofeelmorerelaxedwhendealingwithanypartassociatedwithDormeobrand.

EverycommunicationfromDormeotothepublicaffectstheimageandreputationofthebrand.Commercials,webpages,newsletters,packaging,videospots,e-mails,mailings,PRarticles,andpresenta-tionsarethefaceofDormeotomanypeople.Dormeo’svisualidentityhasadualpurpose.totheexternalconstitu-ents,itreflectsitscharacter,strength,andvalues.Internally,itcreatesasenseofprideandcommitmentforacommonmissionandpurpose.

Logo

Dormeo logo has a two-colour design and type treatment. It is a clear, simple and modern logo. It has been enhanced to provide a more contemporary feel, consistent with the new strategic direction of the brand.

Brand Lines

therearetwopredictedusesofbrandlines:1.BrandlinehorizontallyalignedwithDormeo’sbrandname2.BrandlineverticallyalignedwithDormeo’sbrandname

Dormeoproductsaredistributedinfourdistinctivelines:Sleep,Living,Bath,Kids.thekeyelementsthatdifferentiatethedifferentlinesarefourcarefullychosencolours,whereeachcolourisassociatedwithaspecificline:BluewithSleep,MagentawithLiving,GreenwithBathandOrangewithKidsanddifferentphotos.Asageneralrule,alllinesshallbeusedintheirprimarycolours.Incasethisisnotpossibleforfinancialortech-nicalreasons,thelines’namescanbeappliedalsoingreyorinblack.Slogantobeusedinalllinesis“EssentialsforaHappyHome”.AllproductlineshaveenglishnamestosimplifytheirmanagementonDormeo’smarkets.

Current State of Trademark Registration

ForthecurrentstateofthetrademarkRegistrationof“Dormeo”brandyoucangoto:http://www.vipo-online.org/

257

2717 (solid to process)(solid to process)

OLD LOGO RE-BRANDED LOGO

It is composed of three elements:1. The Background2. The “Dormeo” typeface3. A Registration mark

08. Complete Graphic Standards / Logo 08. Complete Graphic Standards / Logo


A

B

C


NEW FORMstep 1

NEW FORMstep 2



LOGO - PROPER USAGEwithout backgroundin primary colour and 2 secondary colours

LOGO - PROPER USAGEwith backgroundin primary colour and 2 secondary colours



LOGO - PROPER USAGEwithout background and with brand sloganin primary colour and 2 secondary colours

LOGO - PROPER USAGEwith background and with brand sloganin primary colour and 2 secondary colours



a good night’s sleep







LOGO - PROPER USAGE*with background and with brand sloganin primary colour and 2 secondary colours

*Applicableforsleepbrandlineonly.LOGO - PROPER USAGE*without background and with brand sloganin primary colour and 2 secondary colours

*Applicableforsleepbrandlineonly.


LOGO - PROPER USAGE*with background and with brand sloganin primary colour and 2 secondary colours

*Applicableforsleepbrandlineonly.LOGO - PROPER USAGE*without background and with brand sloganin primary colour and 2 secondary colours

*Applicableforsleepbrandlineonly.

innovative sleep solution







257



DIMENSIONS*Logotype’s minimum dimension is 1 cm in width.

*thelogoshallneverberedrawn,originalvectororbit-mapimagesaretheonlyacceptableoptionsandarefreelyavailable.

LOGO - VERTICAL APPLICATION* with background and without/with brand slo-gan - vertical positioning/used only under special

circumstances in the primary colour*Vertical logoshouldbeusedonlyonsomeoutdoorsignsortablepennants/flags.Nootheruseoftheverticallogoisallowed.


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a / 4

a / 4

a / 4

a / 4

a

b

a / 2

a / 2

PROPORTIONSbasic

PROPORTIONSobligatory free space*

*Obligatoryfreespaceistheareaaroundthelogothatisleftempty.thiscreatestheemphasisonthelogoandmeansitdoesn’tgetcrowdedout.Noobjectsortextmaytouchthelogoorcrossitsboundaries.Obligatoryfreespacemustbeleftontwosidesofthelogo(rightsideandbelowthelogo)toensurethatitisfreefromclutter.


Aprimary colour

DARK BLUESOLID: PANTONE 282 CPROCESS: C100 M72 Y0 K55


COLOUR SYSTEMprimary and secondary*

*theprimarylogoapplicationisdarkblue.Sincethedarkblueapplicationisnotalwaysavailable,wepredictedalsotheuseofsecondarycolours-greyandblack,althoughitisstronglyrecommendedtousetheprimarycolour(darkblue)wheneverpossible.


BLACKSOLID: PANTONE PROCESS BLACK CPROCESS: C0 M0 Y0 K100

GREYSOLID: PANTONE Cool Gray 6 CPROCESS: C0 M0 Y0 K40

Bsecondary colours

WHITE

PROCESS: C0 M0 Y0 K0

257

2717 (solid to process) (solid to process)

257

2717 (solid to process)

(solid to process)

dormeo_logo:logo_brand 24.3.09 22:31 Page 1



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NOT ALLOWED USAGE OF THE LOGO* thelogoisnottobeusedinanyformotherthanthatshownintheseguidelines.thetwoelements,thebackgroundandthename,mustnotbesplit,rearranged,changed,ormovedfromtheframeareasurroundingthelogo.Asageneralrule,thelogomustbeprintedintheprimarycolour.Wheneverthisisnotpos-sibleforfinancialortechnicalreasons,thelogomayberepro-ducedingreyorinblack.

LOGO - PROPER USAGE ON THE BACKGROUNDin primary and secondary colours



BRAND LINE LOGObasic/horizontal - negative

BRAND LINE LOGObasic/horizontal - negative/secondary colours - grey and black

08. Complete Graphic Standards / Brand Line Logo 08. Complete Graphic Standards / Brand Line Logo



BRAND LINE LOGObasic/vertical - negative

BRAND LINE LOGObasic/vertical - negative/secondary colours - grey and black



BRAND LINE LOGO BRAND LINE LOGObasic/horizontal - negative/secondary colours - grey and black


08. Complete Graphic Standards / Additional Line Logo 08. Complete Graphic Standards / Additional Line Logo

ADDITIONAL LINE LOGObasic/negative

ADDITIONAL LINE LOGObasic/negative/secondary colours - grey and black



ADDITIONAL LINE LOGObasic/negative

ADDITIONAL LINE LOGObasic/negative/secondary colours - grey and black



sleep

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a / 2

a / 2

a / 2

sleep

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a / 4

PROPORTIONS FOR BRAND LINE LOGObasic/horizontal

PROPORTIONS FOR BRAND LINE LOGOobligatory free space*/horizontal




a / 2

a / 2

a / 2

a

a / 8

PROPORTIONS FOR BRAND LINE LOGObasic/vertical

PROPORTIONS FOR BRAND LINE LOGOobligatory free space*/vertical




PROPORTIONS FOR ADDITIONAL LINE LOGObasic

PROPORTIONS FOR ADDITIONAL LINE LOGOobligatory free space*


a

a / 4

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a / 2

a / 2

a / 2

a

a / 4

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PROPORTIONS FOR ADDITIONAL LINE LOGObasic

PROPORTIONS FOR ADDITIONAL LINE LOGOobligatory free space*



BLUE (SLEEP)SOLID: PANTONE 74460 C PROCESS: C90 M0 Y20 K0

MAGENTA (LIVING)SOLID: PANTONE 254 CPROCESS: C20 M100 Y0 K0

GREEN (BATH)SOLID: PANTONE 375 CPROCESS: C40 M0 Y100 K0

ORANGE (KIDS)SOLID: PANTONE 151 CPROCESS: C0 M50 Y100 K0

BEIGESOLID: PANTONE 7527CPROCESS: C0 M0 Y7 K7

Aprimary colours

COLOUR SYSTEM FOR BRAND LINE LOGOprimary and secondary

*theprimarylogoapplicationisdarkblue.Sincethedarkblueapplication isnot alwaysavailable,wepredictedalsotheuseofsecondarycolours-greyandblack,al-though it isstronglyrecommendedtousetheprimarycolour(darkblue)wheneverpossible.

COLOUR SYSTEM FOR BRAND & ADDITIONAL LINE LOGOblue - sleep, magenta - living, green - bath, orange - kids, brown - natura

Aprimary colour

DARK BLUESOLID: PANTONE 282 CPROCESS: C100 M72 Y0 K55

BLACKSOLID: PANTONE PROCESS BLACK CPROCESS: C0 M0 Y0 K100

GREYSOLID: PANTONE Cool Gray 6 CPROCESS: C0 M0 Y0 K40

Bsecondary colours

WHITE

PROCESS: C0 M0 Y0 K0


BROWN (NATURA)SOLID: PANTONE 723 CPROCESS: C20 M43 Y97 K20


TYPOGRAPHYprimary/for packaging and brand lines logo

*FSAlbert is the primary brand typeface and must beusedwheneverpossible.thetwomaintypefacesusedfromtheFSAlbertfamilyareshown.

TYPOGRAPHYsecondary*/for all other materials

*tocomplementtheFSAlberttypefamily,wehaveintroducedtheNimbusSanPCE.thisfontcanbeusedtogetherwithFSAAl-bert inprofessionallypreparedprinteddocuments,signage,etc.Forthebestresultsandlegibility,itisrecommendedthatthebodycopy(mainsectionoftext)shouldbeusedatnosmallerthan10pt.therewillbeoccasionswherespacedictatestheuseofasmallerpointsizeforthecopy.Itisadvisedtokeeptheseinstancestoaminimum.theuseofthefontatthissmallersizereallyshouldbetheexceptionandnottherule.

08. Complete Graphic Standards / Typography08. Complete Graphic Standards / Typography

0909.

Packaging

09

09. Packaging

Packaging.


InDormeo,weprideourselvesonthinking‘outsidethebottle’andcon-sidernewwaystobroadenourproductportfoliothroughproductandpackaginginnovation.

Weintroducedarangeofnewpackagingsolutionstobroadenourproductofferingtoconsumersandaddresstheconsumertrendto-wardsincreasedconvenience.

Successfulpackagingisdependentoncreatingclarityinaclutteredmarketplace.Withthepackagingweperformmanysalestasks-fromattractingattentiontodescribingtheproductwithaclearbenefitandmakingthesale.Inthestore,thepackagehastobedifferentanditshouldconveytheimageofitspromises.

Weseektomaximizethevalueofpackagingby:-Increasingproductsalesthroughhighqualityesthetic,innovativede-sign,effectiveanduserfriendlypackaging;-Minimizingpackagingmaterialandproductioncostsbychoosingtherightpackandprintfortheproduct.

Visual Elements

Photo:clear,perceivable,different,emotiveTypography:credibility,trustColours:noticeable,different,warm,modernVisual expression:contemporaryelegance

Packaging Photography

Whenselectingphotography,itisimportanttochooseimagesthatcommunicatetheattributesofthebrand.Itisadvisabletouseonlyup-to-date,modernimagesthatrepresentourbrand’scontemporarystyle.Whenmultipleimagesareusedtogether,theymustbeineithercolourorblackandwhiteforconsistency,andneveracombinationofthetwo.

thenewartdirectionforDormeorequirestwopiecesofphotogra-phy:1.thefirstistheshotthatshowsthecreativeidea.Itshouldreflecttheconsumerbenefitoftheproductinaninspiring,engaging,Dormeoway.2.thesecondisaniconicproductshot.theproductphotographyneedstodemonstratetheestheticbeautythatDormeoproductspos-sessandhighlightanyparticularelementsthatwouldbeofspecialinteresttotheconsumer.

Packaging Icons

Iconsonpackagingwereintroducedasawaytoappealtoshopperswhotakelessandlesstimetoscanshelves.Newpackagingmakesaniconanimportantelementinastrategytoconnectwithshoppers.

09. Packaging09. Packaging


BRAND LINE PACKAGINGsleep

BRAND LINE PACKAGINGliving

support and adaptability for your neck

www.dormeo-international.com

3 height and 5 firmness levels made to fulfill your personal preferences

Ergonomic head and neck support

Anti-allergic

INNOVATIVEMATERIAL

CORE: visco-elastic memory foam (2 layers) Ecocell (1 layer)COVER: 40% viscose, 60% poliester, aloe vera treatedwashable at 40oCSIZE: 30 x 50 cm / HEIGHT: 12 cm

400

MAINTENANCE - PILLOW COVER ONLY:

COUNTRY OF ORIGIN: ChinaSUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13, CH - 6900 Lugano, Switzerland

anatomic pillowMemosan

3-layer

anat

omic

pill

owM

emos

an3-

laye

r

With 3 height levels the Memosan 3-layer pillow perfectly meets everyones' individual needs and provides maximum comfort and support. It is perfect for people with average or narrow shoulder size and suitable for all sleeping positions (back, side, stomach). We recommend it to all who want to have the possibility to adjust the height and firmness of their pillow.

This pillow is suitable also for people with allergies, headaches, spine pain or pregnancy discomfort.

The Dormeo Memosan 3-layer stands for comfort made to measure.

WHY IS THIS PILLOW GOOD FOR YOU?

Anatomically shaped pillow, enriched with aloe vera will mould to your contour and support your neck and head, exactly to your personal preferences. Combination of innovative thermo-sensitive visco-elastic memory foam in upper and lower layers and Ecocell foam in the middle layer, will provide you tailor made support. It offers solutions for firmer or softer head and neck support and at the same time different pillow's height.

INNOVATIVEMATERIAL

DORMEO RECOMMENDS:

DORMEO DUVETS

DORMEO PILLOWS

DORMEO MATTRESSES

M E M O R Y

according to Oeko-Tex Standard 100Test-No SHHO 060330 TESTEX Zurich

THE SENSATION OF WEIGHTLESSNESSThermo sensitive visco-elastic memory foam automatically moulds to your head's contours, allowing you to sleep comfortably and naturally all night long.

Luxurious pillow cover has been enriched with aloe vera through a special procedure. Aloe vera is very beneficial to your skin. It functions anti-stressful and gives the pillow extra softness.

Anatomic pillow Memosan 3-layer is made to fit your body by supporting your head and neck for proper spine alignment and relaxation.

Body-moulding foam of this ergonomically shaped pillow supports your head and neck, keeping your spine in the perfect relaxing position.

Three different heights of neck support and five different firmness levels allow you to personalize the pillow's height and firmness.

F - firmness & support H - heightFOR MORE INFO CLICK:

WWW.DORMEO-INTERNATIONAL.COM

Essentials for a happy home

decorative blanket Sanja

M E M O R YWELLSLEEP

140 x 200

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Wellsleep microfibres: alternative to goose down - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Extremely soft Wellsleep microfibre filling provides you with safe and allergy-free living environment- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

SOFT, LIGHT & COMFORTABLE!

FOR MORE INFO CLICK: WWW.DORMEO-INTERNATIONAL.COM

Decorative blanket Sanja has it all: it is wonderfully soft, light, and comfortable. A thin layer of next-generation incredible light microfibre insulation keeps you cosy at all times.------------------------------------------------------------------------------------------------It is filled with Wellsleep microfibres which have all the characteristics of natural down and can function as a warm, decorative addition to your sofa.Wellsleep microfibres are suitable also for people prone to allergies.------------------------------------------------------------------------------------------------

DORMEO RECOMMENDS:Dormeo humidifier Dormeo cushions

------------------------------------------------------------------------------------------------

DORMEO SANJA BLANKET REDI5027

3831034512743

------------------------------------------------------------------------------------------------

140 x 200

SOFT, LIGHT & COMFORTABLE!

MATERIAL COMPOSITION:Filling: Wellsleep advanced microfibres (poliester), 120g/m2Cover: Softdream microfibres (poliester)SHRINKAGE: 3-4%MAINTENANCE:

COUNTRY OF ORIGIN: ChinaSUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13, CH-6900 Lugano, Switzerland

030

Essentials for a happy home

decorative blanket Mark Plus

M E M O R YWELLSLEEP

140 x 200

3 in 1 systemBLANKET, COVER & PILLOW!

- - - - - - - - - - - - - - - - - - - - - - - - - - - - -Wellsleep microfibres: alternative to goose down - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Multifunctional: it can be used as a pillow, a blanket, or a cover - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Extremely soft Wellsleep microfibre filling provides you with safe and allergy-free living environment- - - - - - - - - - - - - - - - - - - - - - - - - - - - -


Decorative blanket Mark Plus can be easily converted from one function to another. It can be used as a pillow, a blanket, or a cover. Because of its multi-functionality, Mark Plus is great for any environment.------------------------------------------------------------------------------------------------It is filled with Wellsleep microfibres which have all the characteristics of natural down and can function as a warm, decorative addition to your sofa. It is perfect for spending leisurely and comfortable time outdoors on a picnic or at the seaside.Wellsleep microfibres are suitable also for people prone to allergies.------------------------------------------------------------------------------------------------

DORMEO RECOMMENDS:Dormeo humidifier Dormeo cushions

------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------------

140 x 200

MATERIAL COMPOSITION:Filling: Wellsleep advanced microfibres (poliester), 120g/m2Cover: Softdream microfibres (poliester)SHRINKAGE: 3-4%MAINTENANCE:

COUNTRY OF ORIGIN: ChinaSUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13, CH-6900 Lugano, Switzerland

030

BLANKET, COVER & PILLOW!

3831034512309DORMEO MARK PLUS REDI4717


BRAND LINE PACKAGINGbath

BRAND LINE PACKAGINGkids


essentials for a happy home

bathrobe Soft

luxurious embrace

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Bathrobe Soft is made of microsan, an extremely soft material, soothing to the skin and tender to the touch. After showering or bathing, Dormeo bathrobe Soft keeps you cosy, warm, and relaxed. A perfect choice for ultimate pampering!- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

MICROSAN

- - - - - - - - - - - - - - - - - - - - - - - -extremely soft- - - - - - - - - - - - - - - - - - - - - - - -pleasant to touch- - - - - - - - - - - - - - - - - - - - - - - -skin friendly- - - - - - - - - - - - - - - - - - - - - - - -

COMPOSITION: 100% microsan (poliester) SIZES: S (34-36), M (38-40), L (42-44), XL (50-52), XXL (54-56)MAINTENANCE: COUNTRY OF ORIGIN: ChinaSUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13, CH-6900 Lugano, Switzerland

030

FOR MORE INFO CLICK:WWW.DORMEO-INTERNATIONAL.COM

INNOVATIVEMATERIAL


BRAND LINE PACKAGINGsleeplayout/front, sides and back






Anti-allergic

INNOVATIVEMATERIAL

CORE: visco-elastic memory foam (2 layers) Ecocell (1 layer)COVER: 40% viscose, 60% poliester, aloe vera treatedwashable at 40oCSIZE: 30 x 50 cm / HEIGHT: 12 cm

400




3-layer

anat

omic

pill

owM

emos

an3-

laye

r






INNOVATIVEMATERIAL

DORMEO RECOMMENDS:

DORMEO DUVETS

DORMEO PILLOWS

DORMEO MATTRESSES

M E M O R Y













Anti-allergic

INNOVATIVEMATERIAL

CORE: visco-elastic memory foam (2 layers) Ecocell (1 layer)COVER: 40% viscose, 60% poliester, aloe vera treatedwashable at 40

oC

SIZE: 30 x 50 cm / HEIGHT: 12 cm

400




3-layer

anatomic pillow

Mem

osan3-layer






INNOVATIVEMATERIAL

DORMEO RECOMMENDS:

DORMEO DUVETS

DORMEO PILLOWS

DORMEO MATTRESSES

MEMORY









ADDITIONAL LINE PACKAGINGnatura


bathrobe Soya

supreme comfort in use

bathrobe Soya


---------------------------------------------------------Discover Soya, the new generation of bathrobes: soft as silk and super absorbent, made from soya fibres and therefore friendly for both people and environment. Soya is a new generation bathroom textile, spun from soya fibres and mixed with cotton. ---------------------------------------------------------

COMPOSITION: 15% soya fibre, 65% cotton, 20% modalSIZES: S/M, L/XLMAINTENANCE: COUNTRY OF ORIGIN: TurkeySUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13, CH-6900 Lugano, Switzerland


SOYA

- - - - - - - - - - - - - - - - - - - - - - - - - - -super absorbent - - - - - - - - - - - - - - - - - - - - - - - - - - -silky look - - - - - - - - - - - - - - - - - - - - - - - - - - -stays nice and soft after many washes- - - - - - - - - - - - - - - - - - - - - - - - - - -

600

C

NATURALMATERIAL



BRAND LINE PACKAGINGsleep3D visual

BRAND LINE PACKAGINGsleep3D visual


BACKGROUNDS FOR BRAND LINEStransition, blue - sleep, green - bath, magenta - living, orange - kids, dark blue - brand colour/primary, grey - brand colour/ secondary

BACKGROUND PATTERN only for packagingexceptions possible

BEIGESOLID: PANTONE 7527CPROCESS: C0 M0 Y7 K7

09. Packaging / Backgrounds09. Packaging / Backgrounds

BACKGROUND*

*BACKGROUND PATTERN for NATURA additional line onlyonly for packaging, exceptions possible


PHOTOGRAPHYfor packaging and advertisingversion 1 - bw

PHOTOGRAPHYfor packaging and advertisingversion 2 - colour

09. Packaging / Photography09. Packaging / Photography

10

10. Advertising

10

10. Advertising

Advertising.


Advertisingisthemarkofacompany’smarketpresence-thebenchmarkbywhichmostbusinessofferingsareinitiallyjudged.themainpurposeistoproduceuniqueandstimulatingadvertisementsthatcapturesales,changeperceptions,andbuildlong-termawareness.

Withadvertisingthereistheopportunitytocommunicatewithall(ormanyof)targetaudiencessimultaneously.Dependingonthemediaweuseandonsegmentwetarget,therearetwokeycategoriesofadvertising,namely‘above-the-line’and‘below-the-line.’WithDormeobrand,weimplementintegratedandconsistentcampaignswhichareexecutedcreativelybothabovetheline(DRtV,print,billboards,etc.)andbelowtheline(directmail,leaflets,catalogues,newsletters,etc.).theadvertis-ingapproachappliedbyDormeobrandisthesocalled‘through-the-line’advertising.Benefitsofsuchformofadvertisingarebrandrecognitionasanimmediateeffect,whileinthelongrunthebrandbenefitsfrombrandcredibility.InordertokeeptheDormeo’sbrandimagehigh,inalladver-tisingmaterialsthelogo,brandlinename,andcolourandsloganshallbeusedinaconsistentway,whiletheselectionofphotoshastoreflectDormeo’sbrandpersonalityandvalues.

Allapplicationsinthischapterareintendedforvisualidentificationonlyanddonotrepresentactualoffersandinformation.


ADVERTISING IMAGE BILLBOARD*brand lines - sleep/livingbasic

*Billboardadvertisinggrabstheattentionofpotentialcustomers.Itisadvisabletouseitforbuildingbrandawarenessortopresentaspecificofferinalocalmarket.thedesignshallstresscolour-ful,creative,andeye-catchingadsthatgeneratemoreimpact.Giventhatthemainpurposeofbillboardsistotargetaspecificaudienceaccordingtolocation,thewrittenmessageshavetobelocalized.

ADVERTISING IMAGE BILLBOARDbrand lines - bath/kidsbasic

10. Advertising / Above The Line Advertising10. Advertising / Above The Line Advertising

Above The Line Advertising.

mylivingroom

mysleepingroom

my

room

mybathroom


lollipop


ADVERTISING IMAGE BILLBOARDbrand line - sleepbasic with location marker

ADVERTISING DIRECT BILLBOARDbrand line - living with special offer


Guaran-

years

*****

STUDIO DORMEO, Mariborska 100 (Citycenter-Spar)

4990 € 30% popust obnakupudrugespalnevreče

spalna vreča Free spalna vreča, odeja, vzglavnik

3 v 1 DARILO:

napihljivvzglavnik

Ponudbaveljado13.7.2010


ADVERTISING IMAGE CITY-LIGHT*brand line - sleep/livingbasic

*City-lightadvertisementsarethefastestmediumforreachingalltargetgroupsandrepresentaneffectivemediumforreachingurbanpopulationsinlargercitymunicipalities.

ADVERTISING IMAGE CITY-LIGHTbrand line - bath/kidsbasic


my

room

mybathroom

mylivingroom

mysleepingroom

lollipop


ADVERTISING IMAGE CITY-LIGHTbrand line - sleepwith location marker

ADVERTISING DIRECT CITY-LIGHTbrand line - sleepwith special offer


mysleepingroom


Comfortležišče

ko se združita udobje in podpora

karbonska vlakna

www.dormeo.net

12Garancija

let



PRINT MEDIA ADS*/IMAGEbrand line - sleep/living

*Printmediaadsopenupopportunitiestoenhancesales.theiradvantageisthetargetingofaspecifictargetaudienceortheycanbeusedasapartofintegratedcampaigns.Adpositioningwithinmagazinesbringsvisibilitytothebrand.Consistentadver-tisingensuresacumulativeeffect.themorefamiliarcustomersarewithabrand,themorelikelytheywouldbuyitandhavetrustinit.theformatallowsthesloganstobetranslated/adapted.

PRINT MEDIA ADS/IMAGEbrand line - bath/kids


my living roommy sleeping room my roommy bath room


lollipop


PRINT MEDIA ADS/DIRECTbrand line - sleep/livingwith special offer

PRINT MEDIA ADS/DIRECTbrand line - bath/kidswith special offer


decorative blanketErik

merino wool

www.dormeo.comessentials for a happy home

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat vo-lutpat. Sed quis velit. Nulla facilisi. Nulla libero. vivamus pharetra posuere sapien.

mattressMemory 2+12when com-

Guaran-

years

*****




Guaran-

years

*****

pure cotton


memory foam & aloe vera

towelIndian Summer


merino wool carbon fibres

60 DAYFREE TRIAL




Guaran-

years

*****




Guaran-

years

*****

pure cotton


memory foam & aloe vera

towelIndian Summer


merino wool carbon fibres

60 DAYFREE TRIAL



PROPORTIONS FOR PRINT MEDIA ADSexample for magazines

PROPORTIONS FOR PRINT MEDIA ADSexample for billboards



LEAFLET*/coverstandard dimensions: folded A4, font: Nimbus/regular/bold, print colours: 4/4, paper quality: 250 g matt

*Leafletscanbeanimportantmethodofexternalcom-municationbecausetheycanadvertisethebrand.Eachleafletisdesignedtocomplementaparticularposter,adormailingandtoexpandonthespecificmessageabouttheproduct.theformatallowstotranslate/adaptthetextaccordingtolocalneeds.VisuallyallDormeoleafletsin-cludeelementsofpackagingandads’design.

10. Advertising / Below The Line Advertising10. Advertising / Below The Line Advertising

CATALOGUE*/coverstandard dimensions: 164 x 235 mm, font: Nimbus/regular/bold, print colours: 4/4, paper quality: 170 - 250 g matt

*Cataloguesareanimportantpartofexternalcommunication.theymotivateconsumerstoaction,playinganimportantroleinshowingtofinalcustomerstheDormeo’sproductrange.theproductcatalogueincludesdetailedproductpageswithphotospostedforeveryproduct.CataloguesarealsoanefficientwaytodrivecustomerstootherDormeo’ssaleschannelsandformaintainingloyalty.theformatallowstranslation/adaptationofthetextaccordingtolocalneeds.

Below The Line Advertising


CATALOGUE/spread 1standard dimensions: 164 x 235 mm, font: Nimbus/regular/bold, print colours: 4/4, paper quality: 90 - 120 g matt

CATALOGUE/spread 2standard dimensions: 164 x 235 mm, font: Nimbus/regular/bold, print colours: 4/4, paper quality: 90 - 120 g matt

10. Advertising / Below The Line Advertising10. Advertising / Below The Line Advertising


ICONS variable texts and colours are allowed

10. Advertising10. Advertising

TEXT FRAMES variable texts are allowedBackground colour of bubbles is always brand line colour.

BESTSELLER

M E M O R Y

M E M O R Y

M E M O R Y

M E M O R Y

M E M O R Y

M E M O R Y

ELIOCEL

ECOCELL ®

MEMORY

BIO MEMORY

M E M O R YLATEX

M E M O R YULTRA LATEX

ECOGREEN

POLIESTER

M E M O R Y

M E M O R Y

M E M O R Y

M E M O R Y

M E M O R Y

COTTON

WELLSLEEP

SILK

MERINO

KASHMEERE

M E M O R YTENCEL ®

M E M O R YSOYA

M E M O R YMEMOGEL


PICTOGRAMS variable texts are allowed

10. Advertising10. Advertising

PICTOGRAMS

3zone

CARBON

height15 cm

14 cmECOCELL

34

5

12

1

2

ADJUSTABLEFIRMNESS

11

11. Business

Promotion

11

11. Business Promotion

Promotional Tool Kit.


today,thepromotionaltoolkitisconsideredasaneffectivetoolofcommunicationintheformofconveyingmessage,promotingthebrandnameandgainingcustomerattention.Oneelementthataddstotheenergyofpromotionaltoolkitisthatitcanbeusedinmanydifferentways.Itcanbeusedtosendourcustomersthankyouletters,offers,orsimplytointroduceDormeobrandtonewcustomers.

Stationery

AllstationerymustcarryDormeobrandlogoandcontactinformation.thiscanbeasminimalasthewebaddressorascompleteasafullsetofdetails,includingpostaladdress,telephoneandfaxnumbers,emailaddress(es)andwebsite.

Allsalesrelatedmaterials(Envelopes,Letterheads,etc.)andadvertisingmustshowsalescontactdetails,i.e.appropriatesalesof-ficetelephonenumberandemailaddress.


STANDARD BUSINESS CARDstandard dimensions: 55 mm x 85 mm, font: Nimbus/regular/bold, primary colour: dark blue, secondary colour: grey, paper quality:

350 g matt CORRESPONDENCE PAPER*standard dimensions: A4, font:Nimbus/regular/bold, primary colour: dark blue, secondary colour: grey, paper quality: 90 g

*thecorrespondencepapercanbeusedforinternalandexternalcommunication.

11. Business Promotion11. Business Promotion


ENVELOPES/front and backstandard dimensions: american*, A5**font: Nimbus/regular/bold, primary colour: dark blue, secondary colour: grey, paper quality: 90 g matt

*theAmericanenvelopeformatisusedforexternalandinternalcommunication.Itspurposeistosendcorrespondencematerialsorsmallerelements.theenvelopeshaveaself-adhesiveflap.**A5envelopesareusedforinternalandexternalcommunication.theyareintendedforsendingmaterialsthatshallnotbefolded.theenvelopeshaveaself-adhesiveflap.

ENVELOPES/front and backstandard dimensions: A4, font: Nimbus/regular/bold, primary colour: dark blue, secondary colour: grey, paper quality: 90 g matt

*A4envelopesareusedforinternalandexternalcommunica-tion.theyareintendedforsendingmaterialsthatshallnotbefolded.theenvelopeshaveaself-adhesiveflap.


www.dormeo.com

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PAPER BAGS*/version 1 - general standard dimensions: variable, font: Albert/regular, primary colour: dark blue, paper quality: variable

*Bags are an efficient media to promote the Dormeobrand. Customers can take it away and can promoteDormeo’slineswhicharedifferentiatedbytheuseofdif-ferentcolours.

PAPER BAGS/version 2 - general standard dimensions: variable, font: Albert/regular, primary colour: dark blue, paper quality: variable


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PAPER BAGS/version 3 - sleep brand linestandard dimensions: variable, font: Albert/regular, primary colour: dark blue, secondary colour: blue - sleep, paper quality: variable

PAPER BAGS/version 4 - living brand linestandard dimensions: variable, font: Albert/regular, primary colour: dark blue, secondary colour: magenta - living, paper quality: variable


a good night’s sleep.


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PAPER BAGS/version 5 - bath brand linestandard dimensions: variable, font: Albert/regular, primary colour: dark blue, secondary colour: green - bath, paper quality: variable

PAPER BAGS/version 6 - kids brand linestandard dimensions: variable, font: Albert/regular, primary colour: dark blue, secondary colour: orange - kids, paper quality: variable


essentials for a happy home.

a good night’s sleep.

essentials for a happy home.essentials for a happy home.

essentials for a happy home.essentials for a happy home.


PAPER BAGS/version 1, 2, 3, 4, 5, 63D visual


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PAPER BAGS/version 6 - natura additional line standard dimensions: variable, font: Albert/regular, primary colour: dark blue, secondary colour: brown - natura, paper quality: variable


TEXTILE BAGS/basic standard dimensions: variable, font: Albert/regular, Nimbus/bold, primary colour: dark blue, textile quality: poliester – non woven textile


PLASTIC BAGS/basic standard dimensions: variable, font: Albert/regular, Nimbus/bold, primary colour: dark blue, pvc quality: HDPE

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FLAGS*standard dimesions: 1 m x 3 m

*Flagscanbeusedaspartofinternalandexternalcommunica-tion.InternallyflagscanbeusedduringDormeobrand’spre-sentations,whileexternalusecanimplyavariedspectrumofuses,fromconferencestoworkshopsormeetingswithexternalpartners,etc.Flagscanbeprintedintwobrandcolours,darkblueandwhite,ortheycanincludeapicturewhichexpressesDormeo’sbrandpersonalityandvalues.thepictureisalwaysusedincombinationwiththeBrandname.

POWERPOINT PRESENTATION LAYOUT* *thetemplateforamultimediapresentationiscomposedofthemainpageandoftheelementpresentationfield.thefieldsusecoloursfromthebasiccolourspectrum.Arialtypographyisusedinmultimediapresentation.title:ArialBlack-54pt,Subtitle:Arial-36pt,Date:Arial-20pt,title2:ArialBold-36pt,text:Arial-28-32pt.Picturesmayvary.

12

12. Point Of Sale

Communication

12

12. Point Of Sale Communication

Point Of Sale Communication.


today’smarketplaceisbecomingincreasinglycomplex.Dormeoaimstobethepreferredbusinesspartnertoretailoutlets,furnitureshops,specializedchainsandotherbusinessesthatselltheDormeoprod-ucts.Inviewofthis,wehavebeenenhancingourroute-tomarketandcommercialcapabilitiestoensuretheavailabilityofanever-expandingrangeofproductsinthemarketplace.

Pointofsalecommunicationsareapowerfulmarketingtool,becausetheyreachtheconsumeratthemomentandtheplacetheymakeadecision.

Manycustomersmakeadecisionregardingwheretoshopbasedontheirattitudetowardamixofstores,theshoppingcentreenvironment,andtheentertainingshoppingexperiencewhichisnotalwayseasybecauseofthemultitudesofmessagesinaselectedstore.throughpointofsalecommunicationswecanhelpourcustomersmakeabet-terdecisionmoreeasily...AndhopefullytoselecttheDormeobrand!

Pointofsalescommunicationsinvolvealltheaspectsofthestoreandthestoreenvironmentthatcansignalsomethingtocustomersaboutthequality,price,orproductassortment.theprimaryobjectiveofusingin-storecommunicationtechniquesistodirectattentionofshoppersandtostimulatethemtomakepurchase.Pointofsalecommunica-tionscanservevariousobjectiveslike:•Attractconsumerattentionanddifferentiatethestorefromthecom-petitionthroughanattractiveexteriorandinteriorstoredesign,soin-creasingthelikelihoodthattheconsumerwillenterthestore.•Remindconsumersofongoingorpreviousadvertisingorotherformsofpromotionlikepublicrelations,salespromotions,orotherpreviouscampaign,thusreinforcingthecommunicationsmessage.•Informconsumersabouttheproduct.•Persuadeconsumerstoenterthestoreortobuysomespecificproducts,toinfluencetheirdecision-makingatthepointofsaleandtotriggerimpulsepurchase.•Buildinganimage.

12. Point Of Sale Communication12. Point Of Sale Communication


EXAMPLE FOR INDOOR PROMOTIONS / IMAGELINES (sleep, living, bath, kids)standard dimensions: variable

EXAMPLE FOR INDOOR PROMOTIONS / DIRECT PRODUCTS (mattresses, pillows, duvets) - version 1standard dimensions: variable



EXAMPLE FOR INDOOR PROMOTIONSB2Bstandard dimensions: variable


www.dormeo-ks.com


www.dormeo-ks.com


www.dormeo-ks.com

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esse

ntia

ls fo

r a h

appy

hom

e.

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esse

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ls fo

r a h

appy

hom

e.EXAMPLE FOR INDOOR PROMOTIONS BRAND IMAGEstandard dimensions: variable



LOGO FOR STUDIO DORMEO STORE NAME BADGE, STUDIO DORMEO BUSINESS CARDstandard dimensions and colours

257


NUŠKA KRENprodajalka

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trgovina dormeo, LjubljanaLitostrojska52,1000Ljubljana

DELOVNIČAS:delovniki:od9.00do19.00sobota:od8.00do12.00nedelja:zaprto

tel.:+38615899858


LOCATION MARKERSWOBBLERSvariable dimensions and colours

��

��



LIGHT SIGN FOR DORMEO STORE AND WINDOW DISPLAY LOGOoutdoor

SIGN FOR DORMEO STOREwith brand sloganindoor

257




POSITIONING OF LOGO ON DELIVERY VANS


www.dormeo.com

www.dormeo.com

www.dormeo.com



T-SHIRT - version 1, 2with logo and logo + brand slogan

appendix:

DRTV Marketing

13

13.

13. DRTV Marketing

Picture in motion.


GeneralvisualidentityofDormeovideoads(primetimecommercials,DRtVspotsandinfomercials)isdividedtotwobasicpictureaspectratios16:9and4:3.Alllivevideomaterialsshouldberecordedin16:9pictureformat–HD1080p.Whentheadoriginallyrecordedin16:9videoformatisusedforSDtV-4:3transmittingformatthemattesareusedandappliedasapartofbrandidentityandtheybecamethecarrierforbasicinformationaswebaddress,telephonenumber,brandlogotype,productname,…Whentheadoriginallyrecordedin16:9videoformatisusedforHDtV-16:9(widescreen)transmittingthebasicinformationaswebaddress,telephonenumber,brandlogotype,productname…shouldbeuseddirectlyinthepicture–insidetheletterboxsowhenreceivedon16:9(widescreen)formattelevisionyouseethefullscreenpicture.BasicvisualidentityofDormeovideoadsisstructuredanditfollowsthesamearchitectureasitissetinbasicbrandmanual.FormorespecificanddetailedapplicationspleaseaskforAdvancedvisualidentitybrandmanual.13

13. DRTV Marketing13. DRTV Marketing


Borut Veselkoloremipsum

BASIC SCREEN LAYOUT picture aspect ratio 4:3brand line - sleepnamebar basic with subline

ORDERING SCREEN picture aspect ratio 4:3brand line – sleep

www.dormeo.com

13. DRTV Marketing13. DRTV Marketing


Borut Veselkoloremipsum

BASIC SCREEN LAYOUT picture aspect ratio 16:9brand line - sleepnamebar basic with subline

ORDERING SCREEN picture aspect ratio 16:9brand line – sleep

Dormeo Brandbook INT February 2011

Documents

Transcript of Dormeo Brandbook INT February 2011