F&p brand presentation

FISHER & PAYKEL BRAND PRESENTATION 2

Brand strategy and positioning
01.00 | Page 3

Brand elements
02.00 | Page 12

Brand rules
03.00 | Page 21

Current work
04.00 | Page 26

MAY 2010


Brand strategy and
positioning

MAY 2010

FISHER & PAYKEL BRAND PRESENTATION BRAND STRATEGY AND POSITIONING 4

01.01 Brand DNA

Care, Integrity, Style, Innovation – These values are the foundation of our
brand. They are embodied in everything we do.

Care Integrity Style Innovation
We care for everyone that We proudly stand behind our We are only successful because Innovation is our fuel. We
comes in contact with us. And products, their design and there is a certain sense of style innovate everyday and
this does not only refer to our performance. All our interactions in everything that we do. We in everything that we do.
daily work life. Our products are transparent, honest and provide appliances that not Innovation is about doing
are designed to make our respectful. We respect people. only work exceedingly well. We things more intelligently,
customers’ lives better and are We respect the environment and provide aesthetic creations to achieve greater efficiency,
based on the constant strive do everything in our power to people that make their kitchens and about providing solutions
for the most human-centric conserve resources. look amazing. that make our lives easier and
design. It is our goal to make our more enjoyable.
customers feel that we’re there
for them whenever we need
to be.

In conclusion, everything we do has to be of excellence. We never stop
innovating, we truly care, and we deeply believe in our work.

MAY 2010


01.02 Core competitive edge

Innovative engineering and design are part of our core competitive edge
and the very foundation of our brand. They are the visible evidence of the
new luxury.
Fisher & Paykel’s innovation is based on the care and respect of humanity.
Through research and the fieldtesting, we observe and listen to consumers’
specific needs, continuously improve our products and create new ones.
With the 75 years of pioneering spirit we inherited from the founder, “care”
enabled us to keep challenging ourselves for creating beyond ordinary
quality and design.

MAY 2010


01.03 Brand model

Rational and
emotional benefit
The relevant emotional
and rational benefit Tonality – The
promises the brand tone of voice the
offers the consumer. brand is talking,
Look & Feel.
What does the brand The differentiating Desired brand
offer me? attributes which will Positioning of the perception in the
constitute the brand’s brand within the target groups’ minds:
character in the competitive field in Brand idea. how shall people talk
future. the target groups’ about the brand when
Support minds. being exposed to it in
What does the brand
The reasons why the the future?
stand for?
consumer should
believe the benefit
promises.
Why should I trust in
the brand?

Describes the moving
force behind the
brand; platform for
design development
and all brand.

MAY 2010


01.04 Tone of the brand
Real

Distanced Inviting
Cold Warm

Staged
Not genuine
MAY 2010


01.05 Differentiating core brand value

“Realness” is our differentiating core brand value. It is also derived from our
brand’s DNA. Realness means we are natural, confident, authentic, credible
and we reflect our intelligence. Expressing our realness sets us apart in a
competitive environment. Whereas our competition presents consumers
with artificial and seemingly unreal worlds far from their own life, we are
the very opposite.

MAY 2010


01.06 Mobile Phones category examples

Motorola – Not Real Apple iPhone – Real

Conclusion – Realness differentiates. Product
interaction that you can experience in real life instead
of artificial interpretations of design features.

MAY 2010


01.07 Television category examples

AUREA – Not Real Bang & Olufsen – Real

Conclusion – Realness differentiates. With no need to
over do the staging of a certain benefit the product and
it’s fit to peoples lifestyle gets all the attention.

MAY 2010


01.08 Fisher & Paykel appeal to the consumer

Fisher & Paykel offers Their very ...reflects consumers’
the most innovative substance... cutting-edge lifestyle.
range of kitchen
appliances based
on solid engineering
and showcasing
superb design.

Innovative Engineering + Realness = Aspiration
&
Innovative Design
Brand Differentiation Consumer outtake

MAY 2010


Brand elements

MAY 2010


So how do we present
the brand to be
consistent with the
position and personality?

MAY 2010

FISHER & PAYKEL BRAND PRESENTATION BRAND ELEMENTS 14

02.01 Product imagery – distant vs inviting
distant Fisher & Paykel spectrum inviting
Target

• Product in a studio environment • Product in a real, premium • Product in a real, premium • Product in a real, high end • Product in a real, everyday
environment environment environment environment
• People do not appear
• People do not appear • People are not clearly visible (blurred • People are shown clearly – • People are shown clearly – ordinary
• Products are the heroes in the background, details, etc.) approachable
• Products do not have only their • People use the products
original function but are also state of • People do not use the products • People use the products
the art objects

MAY 2010


02.02 Product imagery – real vs staged
real Fisher & Paykel spectrum staged
Target

• Natural, clear lightsetting • Exciting but natural lightsetting with dynamic accents • Artificial exaggerated lighting

MAY 2010


02.03 People imagery – distant vs inviting

Target

• Distant up to arrogant characters • More distant characters • Inviting, emotional characters

• Facial expression is reserved up to • Facial expression is open up to reserved • Friendly open facial expression
condescendingly
• Approachable

MAY 2010


02.04 People imagery – real vs staged
Target

• Real, authentic characters • Staged character

• Natural but exciting lighting • Artificial lighting

• Natural gestures • False gestures

• Comfortable posture • People posing

MAY 2010


02.05 Food imagery – distant vs inviting
Target

• You feel passion for it • You enjoy it • You need it

• It is cooked for you • You can cook it • You cook it

• Food is an artwork • More stylised pictures • Food is nutrition

• Organic, simple images

MAY 2010


02.06 Food imagery – real vs staged
Target

• Food is recognisable • Food is not recognisable

• Authentic arrangements • Staged arrangements

• Natural light • Coloured, artificial light

• Food is prepared, ready to eat • Food is unprepared

MAY 2010


02.07 Further understanding of brand tonalities

The brand tonality is a reflection of our core brand value
and personality. The way we communicate, speak and look
needs to follow these to create a consistent and holistic
brand experience.

Real: It means integrity, authentic, true and credible.

Pure: It means natural, modest, reduced and peaceful.

Open: It means we adapt to new ideas and that we are
approachable; we don’t limit ourselves.

Intelligent: It means we always challenge ourselves and
the people around us to accomplish more. It means being
thoughtful and insightful.

Premium: We don’t show off. We are beyond ordinary.

Engaging: It arouses conversations and curiosity.

MAY 2010


Brand rules

MAY 2010

FISHER & PAYKEL BRAND PRESENTATION BRAND RULES 22

03.01 Logo

Fisher & Paykel logo
Visual clear appearance and
perfect reproduction of the
logo are mandatory.
Protection area
When placing the logo into an
application, the protection area
around it should be considered.
Around the logo, the cap-
height of the letter “F” marks
the protection area.
Colours Protection area
Only White (on dark
backgrounds) or F&P Black (on
bright backgrounds) is used
for the Fisher & Paykel Logo.
Under technical production
restrictions, the logo may be
used in black as well.
Backgrounds Logo in F&P Black Logo in White Logo on image
The Fisher & Paykel Logo
may be placed on solid White
and Black backgrounds. If
photos provide calm and even
areas, the logo may also be
placed there.

MAY 2010


03.01 Logo

min. 30mm min. 45mm
Minimum Size
To maintain the legibility of
Minimum logo size Size for applications in DL, A5 and A4
Fisher & Paykel Logo, a minimum (e.g. business cards) (e.g. envelope, letterhead, compliment card)
size is set.
For business cards and any
application at similar size, the
logo should be no smaller
than 30mm.
For other applications, the logo
should not be smaller than 45mm.

Note!
The proportions of the logo must DONT’S
not be changed. No other colours
or effects might be applied to
the logo. Backgrounds have to
be neutral and calm, and provide
enough contrast to the logo.

Do not change the proportion

Do not apply other colours or effects

Do not place the logo on visually
complicated backgrounds

MAY 2010


03.01 Logo

The Fisher & Paykel Logo must
be vertically positioned in the
center of the application.
The logo must be positioned
with a distance equal to
3 times the “F” letter in the
Fisher & Paykel Logo from
either the top or the bottom of
the application. General positioning

Examples

王雅楠
958号
28F, 58550 箱
信
200120
958号
Fisher&Paykel Appliances Ltd
28F, 58550
信箱
28F, huaneng union Tower,
200120 no.958 , east lujiazui road,
200120 Shanghai, Pr China

/ Tel + 86 · 21 · 305 155 25
/ Fax + 86 · 21 · 233 330 35

尊敬的小姐／先生：

Fisher&Paykel 1934
120
80 55%
18%

Fisher&Paykel 1934
120
80 55%
18%
Fisher&Paykel
1934
120
80 55%
有18%

此致

姓名

2009年00月00日 www.fisherpaykel.asia

Brochure cover Advertising Website Business Letterhead
Card

MAY 2010


03.02 Colours

Fisher & Paykel Colours
Our primary colours derive
from the materials our products
are made of. They fullfill with its
strict reduction our luxurious
visual approach.
Our secondary colours derive
from production processes
of our products: Aubergine
(maroon) for the heat and
energy, and White for the pure F&P Black Dark Gray Medium Gray Light Gray Aubergine White
origin. Aubergine sets accents
and can be used to highlight
messages. White provides calm Primary colours Secondary colours
and confidence.

Black Dark Gray Medium Gray Light Gray Aubergine White
Fisher & Paykel extended Pantone 447 C 445 C Cool Gray 8 C Cool Gray 6 C 201 C -
colours CMYK 20 20 20 100 30 30 30 55 0 05 10 45 05 05 05 20 16 100 30 67 0000
For special applications, where RGB 000 114 111 102 167 164 153 204 204 200 98 10 37 255 255 255
an extended and more detailed
Hexadecimal # 000000 # 726F66 # A7A499 # C6C6C2 # 620A25 # FFFFFF
colour spectrum is needed
(e.g. infographics, online
applications), specified shades Extended Colours - 80% 80% 80% - -
of Dark Gray, Medium Gray, and - 60% 60% 60% - -
Light Gray can be used.
- 40% 40% 40% - -
- 20% 20% 20% - -

MAY 2010


Current work

MAY 2010

F&p brand presentation

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