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Habitat packaging identity
The Habitat packaging identity is based on
the same mission statement values that
are embodied in the products themselves.
It is intended to be functional, affordable,
stylish and informative, as well as address
the following objectives:
• To create a more exciting shopping
experience, without compromising
the premise that the products should
dominate the visual landscape of the store.
• To deliver the products to the shop floor
in a cost effective, environmentally
friendly way.
• To demonstrate innovative ideas to
entice the customer and reinforce the
brand identity.
• To implement a clear graphic format that
communicates the key features and benefits
of the product to the customer.
Habitat UK Ltd
London E1 5LP
©Habitat_V3_2006
Note: Before you start
This manual and accompanying tools
were produced with two purposes in mind.
The first is to document all present and
future principles and guidelines used in
the design and development of the Habitat
packaging identity. This will ensure that we
attain a uniform look for both present and
future ranges across all product classes and
divisions. It will also aid the RSCM teams
in the specifying and pricing of the correct
packaging as they develop new products.
The second objective is to communicate our
standards and specifications to the worldwide
network of agents, suppliers and printers
directly responsible for the manufacturing
of the Habitat packaging. By following the
enclosed guidelines we will be able to better
control both the technical and visual quality
of the printed material produced to package
Habitat products. This will greatly improve our
ability to meet one of the greatest challenges
in this whole packaging project: consistency.
For these reasons, it is extremely important
that the both the Range Teams and Agents
obtain a thorough understanding of the
following guidelines and procedures and that
they use the enclosed swatches and templates
in checking every piece of Habitat packaging
prior to submitting it to the Packaging Team
for approval.
©Habitat_V3_2006
The swatch book
The typography template
The swatch book gives Suppliers and
Agents a tangible ‘product’ to show local
printers what is to be achieved on each
substrate. The swatch book shows all
weights of commonly used materials
including paper, card, corrugated card,
plastics as well as printed references for
all colours. When colour matching your
proposed print to the accurate swatches
in the book please make sure you check
all colours in daylight conditions, this will
ensure an accurate reading.
Please do not leave the swatch book in direct
sunlight as this will result in the colours
fading. Always replace the swatch book back
in its case when not in use.
This can be used to over-lay onto proposed
printed packaging for a fast and efficient way
to ensure the spacing between the fold and
type is correct in relation to the layout of the
typography and Habitat brand mark.
©Habitat_V3_2006
Packaging overview
The Habitat packaging identity will cover all
areas of printed material used to package,
explain and assemble our products.
It outlines the principles used to design
our Prime look across all classes and
divisions of products, as well as define the key
differences in the Elements ranges and any
packaging concept we may introduce
for seasonal orientation collections such
as Christmas or Spring/Summer.
The manual also addresses the technical and
visual aspects of our transport packaging for
master cartons and furniture.
And finally, the section on product branding
will cover how to apply the Habitat brand
mark to various types of materials across
relevant product areas.
©Habitat_V3_2006
Packaging identity - Prime
The Prime packaging identity is, first and
foremost, conceived to be a backdrop to
the products themselves within our store
environments. It is designed as a neutral
compliment to the rich materiality and
sophisticated form of our products and is
never meant to overpower them in terms
of colour or graphic impact.
With this in mind, the concept can be
summarised by the following characteristics:
• It is designed to be merchandised mainly
in small volumes on display tables and in
shelving next to unpackaged products or
display models.
typeface and colour palette.
• It explains the features, benefits and
sometimes the ‘history’ behind each product
as well as displays the image of the packaged
product in a modern and innovative way.
• It is based on the corporate brand mark,
©Habitat_V3_2006
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