YOUR GUIDE TO THE GAARDEN 2017 201 7 Glo bal Bra nd Toolkit
Introduction Introduction
WELCOME TO THE GAARDEN It’s a place unlike any other. Hoegaarden's a name recognized the world over. Bundled up in our brand is a unique history, a singular recipe, and a unique take on what it means to drink the world's best witbier. How to make sure the brand stays true? We've outlined all
Contacts GENERAL Harris Damashek, Global Brand + Creative Director
[email protected] / +1 (917) 596-3273
the ways the Hoegaarden voice, identity and vision should manifest right in this document. One easy reference point,
SOCIAL MATERIALS & INQUIRIES
no confusion.
Madison Teerlink, Production Coordinator Agency: Modop
[email protected] / +1 (323) 467-9600 Andy Hann, Creative Di rector Agency: Modop andy.hann@ modop.com / +1 (917) (917) 580 -1983
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Download & Dig Deeper Whenever you see this symbol, simply click to download the listed asset. We make it easy to keep your favourite assets close at hand. For a full download list, including logos, images, brand guidelines, imagery and more, visit page 104.
BRAND MATERIALS & INQUIRIES Glen Kayler, Creative Director Agency: Redphone
[email protected] / +1 (403) 648-5139
Introduction Introduction
WELCOME TO THE GAARDEN It’s a place unlike any other. Hoegaarden's a name recognized the world over. Bundled up in our brand is a unique history, a singular recipe, and a unique take on what it means to drink the world's best witbier. How to make sure the brand stays true? We've outlined all
Contacts GENERAL Harris Damashek, Global Brand + Creative Director
[email protected] / +1 (917) 596-3273
the ways the Hoegaarden voice, identity and vision should manifest right in this document. One easy reference point,
SOCIAL MATERIALS & INQUIRIES
no confusion.
Madison Teerlink, Production Coordinator Agency: Modop
[email protected] / +1 (323) 467-9600 Andy Hann, Creative Di rector Agency: Modop andy.hann@ modop.com / +1 (917) (917) 580 -1983
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Download & Dig Deeper Whenever you see this symbol, simply click to download the listed asset. We make it easy to keep your favourite assets close at hand. For a full download list, including logos, images, brand guidelines, imagery and more, visit page 104.
BRAND MATERIALS & INQUIRIES Glen Kayler, Creative Director Agency: Redphone
[email protected] / +1 (403) 648-5139
Introduction
TABLE OF CONTENTS
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4
THE HOEGAARDEN STORY
38
VISUAL IDENTITY
82
POCM & RETAIL
5 6 7 8 10 11
You say it like this The monks started it A milkman, a fire, & a global brewer Legends of the glass Start with a ritual A winning combination
All about Hoegaarden Share the gaarden
BRAND POSITIONING
15 16 23 24 25 27 28 29
Say hello to Hoegaarden The manifesto Who drinks Hoegaarden? Hello, muse The hangouts See how the gaarden grows What’s in it for them? Role, soul, & goal
Brand signature Logo variations The tagline Clear space protection Proportions & minimum size Colour palette Colour reproduction Monotone colour reproduction Incorrect usage Typography usage Pictorial mark Botanical illustration
83 87
13
39 40 41 42 43 44 45 46 47 49 51 52 54
DESIGN STRATEGY
30
BRAND ARCHITECTURE
55 57 60 67
The right words Design principl es Our imagery Hexagon shape
31 33 35 36 37
Building the brand Flagship brand Secondary brands Tertiary brands Premium brands
68
MARKETING
70
Social media
79
GAARDE N OUT-OF-HOME
80 81
Outdoor presence Green bombing & graffiti
93
EXPERIENTIAL
94
Owned retail experience
95
BRAND ACTIVATION
96
Experiential activations
98
SPECIALTY SALES APPROACH
99
POC structure & segmentation
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HOEGAARDE N AWARDS
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Celebrati ng the best Pure gold
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NOW, GO FORTH AND ENJOY.
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Thanks... Hoegaarden resources
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THE HOEGAARDEN STORY
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/ The Hoegaarden Story
YOU SAY IT LIKE THIS Difficult to say, easy to enjoy. How to pronounce "Hoegaarden" is one of those universal conversation starters — it's a name that people might hesitate over at first, though once they're comfortable, they never forget it. Beyond giving this u nique brew an instant recognizability, passing on the secrets of pronunciation gives your audience another nugget to add to their own conversations, so they can "pass on" t he brand recognition in their own unique way.
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WHO
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THE MONKS STARTED IT 1445 to 1957: 500 years of Monks making beer. In 1445, in the tiny village of Hoegaarden in the centre of Belgium, a group of monks set out to brew a special kind of wheat beer. Their recipe was influenced by the Dutch colonial merchant fleets, which brought exotic spices from the East Indies to the area (considered part of the Netherlands at the time). The monks, after painstaking experimentation, found the perfect combination of orange peel and coriander. The brewery soon became the centre of v illage life and the source of prosperity. In fact, the coat of arms, which features a brewer's paddle, was designed to recognize its contribution. The village prospered until the 20th century, when the post-war “lager revolution” drew attention away from wheat beer. By 1957, the last of the Hoegaarden wheat-beer n e d r a a G e h t o t e d i u G r u o Y /
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breweries, Tomsin, closed.
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A MILKMAN, A FIRE, & A GLOBAL BREWER 1957 to Now: 60 years of change. In 1965, a group of Hoegaarden villagers - led by the local milk man Pierre Celis - agreed to found a new brewery: ‘De Kluis,’ or ‘The Vault.’ The revived beer was a huge success. But disaster struck when fire destroyed the brewery. Artois brewery, the brewers of Stella Artois, offered to help in return for a share of the business. The relationship led to the reconstruction of the famous brewery, which began producing the legendary wheat beer. Interbrew, the international brewery (now known as AB InBev) took over in 1987, ensuring future generations would experience a Hoegaarden beer. Since 1990, Hoegaarden beer has been available all over the world. The beer’s excellent quality and taste have been n e d r a a G e h t o t e d i u G r u o Y /
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recognized with many awards worldwide. In 2016, Hoegaarden won gold at the Beer World Cup in the category of ‘Best Belgian-Style Witbier’
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LEGENDS OF THE GLASS The shape of deliciousness comes from... where? HEXAGONAL GLASSES ARE OUR JAM Hoegaarden is tasty, that much is obvious. However, that's not what the ‘jam’ refers to here. Legend says that the shape of the glass is derived from jam jars. What do you do when you're out of clean glasses? That's right, you drink from a jam jar. The taste of leftover fruit was a definite plus, so they kept using them. WE CAN' T PRY IT AWAY FROM THEM Others say pub managers used to use a giant w rench to pry the hexagonal beer glass out of the grubby paws of pub enthusiasts refusing to go home.
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START WITH A RITUAL The swirl is key. 1. Chill - Use a chilled official Hoegaarden Glass. 2. Pour Two-Thirds - Hold the glass at a 45° angle and, without touching the head or the glass, slowly pour 2/3 of the bottle's contents into the glass. 3. Swirl - Return the bottle to an upright position and rotate slightly (swirl) several times to reincorporate the sediment. 4. Top off and enjoy! - Pour the remaining beer while slowly bringing the glass to a vertical position, allowing the desired two-fingers-thick amount of foam to form up to the rim.
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DOWNLOAD THE POURING RITUAL I LLUSTRATION Complete asset list on page 104
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A WINNING COMBINATION Herbacious and (orange) zesty. Coriander and bitter orange are not "typical" beer flavours, though thanks to Hoegaarden they've been with us for decades. Together, they're distinctive, bright, and easy to drink. Like summer in a glass. And the story of how they came to be together is one worth sharing.
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ALL ABOUT THAT ORANGE The first wheat beers were incredibly sour, at least until Belgian monks began experimenting with dried orange peel a nd coriander from the Dutch colony Curaçao. Bitter oranges from Curaçao, known as lahanas, were originally Seville oranges planted by Spanish explorers. The original oranges did not survive on the island, but over the years evolved into a fibrous green fruit. Lahana are so bitter off the tree they're inedible. But once their peel is dried they become bright and fragrant. Perfect for beer.
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YES, REALLY. CORIANDER Like the citrus that came from Curaçao, coriander made its way to Hoegaarden thanks to the Dutch. Its addition, along with orange peel (of course), gives Hoegaarden its bright, refreshing flavour.
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Brand Positioning
SAY HELLO TO HOEGAARDEN The original (and best) Belgian wit beer. FUNCTIONALLY
EMOTIONALLY
Hoegaarden is a smooth and easy-to-drink beer. Naturally
Hoegaarden aims to be as accessible and down-to-earth as
low bitterness (IBUs), Hoegaarden is a uniquely refreshing
possible. It's unpretentious and open-minded, and appeals
and easy-to-drink beer, especially for beer drinkers taking a
to its target by injecting new delight and discovery into the
step up from mainstream lagers.
marriage between natural and urban envr ionments.
You'll discover surprising ingredients: wheat, Curaçao orange peel, and coriander. The Hoegaarden brewing process is unique and extremely complex. In some cases it's not bottle conditioned. Confirm in your region.
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But as soon as we get out of a warm and comfortable box.
Brand Positioning
THE MANIFESTO Everyone is born open...
We are nature.
Clothes, cribs, classrooms, age, religions, apartments, careers, cars n e d r a a G e h t o t e d i u G r u o Y /
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DOWNLOAD HOEGAARDEN MANIFESTO VIDEO Complete asset list on page 104
Disclaimer / this Ma nifesto should never be used in
All these boxes are put in front of
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Brand Positioning
If we don't pay attention, we will spend our entire lives going from box to box...
Until we end up in a box n e d r a a G e h t o t e d i u G r u o Y /
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BUT...
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We belong to a garden.
In this exact same life, there are things that remind us, that we are nature.
we stop looking and start seeing.
We stop hearing and start listening, n e d r a a G e h t o t e d i u G r u o Y /
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That we don't belong in a box That we are born to be open, and when we open;
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And no idea is too crazy.
We create. n e d r a a G e h t o t e d i u G r u o Y /
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It reminds me of this story of these monks from a town in Belgium called Hoegaarden.
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That combined Belgium brewing tradition with ingredients from a whole new world
Coriander & orange peel
That created this crazy beer a long time ago, in the middle ages.
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Brand Positioning
To become The Original Belgian Wheat Beer.
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EVERYONE'S DIFFERENT. LET'S TAKE A SIP AND CELEBRATE IT. n e d r a a G e h t o t e d i u G r u o Y /
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Professional yet casual
Brand Positioning
WHO DRINKS HOEGAARDEN? Let’s speak their language.
Social & passionate
Utilizes the latest technology
Young, educated adults who live in the city and have a passion for work and life. Their social life is fulfilling: Friday after-work drinks with friends or colleagues, clubbing with pals on the weekend, or dinner parties at home. They stay in touch with their tribe via phone, text, email or social media. They enjoy the hustle of city life — movies, theatre, concerts, lunch in the park — yet they also like escaping urban places to immerse themselves in nature. They're physically active and dynamic. They're stylish, but they never show off. And their favourite drinks? In restaurants, white wine. For life's little celebrations, Cava Prosecco. And in bars? Hoegaarden.
Embraces the city yet loves to escape it
s d n e i r f h t i w d o o f g n i r a h S
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C r e a t i
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HELLO, MUSE Meet Samuel. Our global muse is Samuel, 27, who lives and works in
Very few nights go by when he isn’t out and about, at a
Bristol, England. He’s an Experience Maximiser. He
friend’s gallery opening or enjoying after-work drinks.
studied design and art history at college and now works
He’s on Instagram often to see what his friends are up
as freelance art director at a growing start-up.
to and learning about new shops to visit locally, as well as looking for ideas for future travel.
For the first time, Sam can afford to live on his own in a small studio that he’s made quite comfortable for himself — mixi ng and match ing Ikea st aples with framed Banksy prints and his first, complete dinner set. Work/life balance is important to him, so he's able to make a difference – but he also sees his friends often. He isn’t quite relationship-ready, but he's been spending a lot of time with Sara, a girl he met out skating one weekend. Together, they love to check out new bars and restaurants in n e d r a a G e h t o t e d i u G r u o Y /
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different neighbourhoods in the city. He loves trying new cuisines, especially the places others haven’t discovered yet. He bikes to work and skates to brunch on the weekends.
Brands that get him
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Brand Positioning
THE HANGOUTS You’ll find Hoegaarden here. This is where you'll find the true fans of Hoegaarden — places with a view, and nature. Often, a garden. They're sometimes quiet places where you can stop and think. Others, places to enjoy a good time w ith friends. They're an escape from the office, a natural retreat nestled within an urban environment.
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WHEN YOU OPEN UP TO NATURE, YOU NEVER KNOW WHAT YOU’LL DISCOVER. n e d r a a G e h t o t e d i u G r u o Y /
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SEE HOW THE GAARDEN GROWS In short: in ways you never imagined. "Openness" is the very heart of the Hoegaarden brand, and it manifests itself in myriad ways. Openness of the heart and mind, which invites new experiences in so many ways — includin g the creat ivity a nd innovat ion those Belg ian monks showed centuries ago when they created our original recipe. Openness from connecting with nature, exploring and finding a place that feels like your very own. In every campaign, our aim is to bring to mind t hat openness for our audience — whether it's through botanicals in urban n e d r a a G e h t o t e d i u G r u o Y /
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settings, floating gardens, or a pop of lush greenery on their daily commute — until it's synonymous with "Hoegaarden" in their minds.
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WHAT’S IN IT FOR THEM? Why customers should take that first sip. Hoegaarden VBB CONSUMER BENEFITS EMOTIONAL
FUNCTIONAL
I FEEL OPEN TO A WORLD OF POSSIBILITIES WITHOUT BOUNDARIES
HOEGAARDEN’S LIGHT, CRISP AND REFRESHING FLAVOUR INVITES YOU TO DISCOVER THE WORLD OF CRAFT BEERS
REASONS TO BELIEVE n e d r a a G e h t o t e d i u G r u o Y /
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THE ORIGINAL BELGIAN WHEAT BEER, INSPIRED BY A RECIPE FROM 1445 SMOOTH & EASY TO DRINK NATURALLY CLOUDY
BREWED WITH NATURAL INGREDIENTS: WHEAT, CURAÇAO ORANGE PEEL & CORIANDER SEED
BRAND IDEAL OPENS YOU UP TO NEW DELIGHTS & DISCOVERIES
BRAND PERSONALITY CASUALLY-SOPHISTICATED
CURIOUS
ADVENTUROUS
OPEN-MINDED
WORLD BEER CUP GOLD 2016 (BEST BELGIAN WIT)
CUSTOMER VALUES OPEN-MINDED, FREEDOM, CURIOSITY
DEMAND SEGMENT EXPERIENCE MAXIMISERS
AUTHENTIC
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ROLE, SOUL, & GOAL The guiding principles. ROLE Gateway craft: bring consumer up from lagers with an accessible beer SOUL Opens you up to new delights and discoveries GOAL Become #1 imported up-trade choice for gateway craft and specialty consumers.
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BRAND ARCHITECTURE
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Brand Architecture
BUILDING THE BRAND Tradition, updated. The Hoegaarden brand has evolved over the years, but in all its incarnations, it has stayed true to its long brewing tradition: careful attention to craft and a love of experimentation. That brand has served us well, and it's something we strive to protect. Our flagship, secondary and tertiary brands occupy a hierarchy that, when understood and respected, helps preserve and grow our brand equity. Secondary and tertiary brand positioning always serves to support the flagship brand, and in the process fuels the Hoegaarden brand as a whole.
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Brand Architecture
Brand Hierarchy SERIES
FLAGSHIP
SECONDARY & TERTIARY
PREMIUM
CUSTOMER
EXPERIENCE MAXIMISERS
RELATIONSHIP SEEKER
AUTHENTIC EXPLORER
NEEDS
FOOD & SAVOUR (SAVOUR THE MOMENT)
MOOD SHIFT
FOOD & SAVOUR (COMPLIMENT MY FOOD)
REFRESHING - ACCESSIBLE LIQUID
FRUITY & INDULGING TASTE
FULL BODIED TASTE - ENHANCE THE MEAL
FLAGSHIP
FRUIT EXTENSION
HG WHITE
ROSÉE
BENEFIT
VARIANTS
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NEW VBI COM ING SOON
CRAFT EXTENSION
CHERRY
NEW VBI CO MI NG SOON
RADLER
NEW VBI COM IN G SOON
FORBIDDEN FRUIT
NEW VBI COM IN G SOON
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Brand Architecture
FLAGSHIP BRAND Original wit. This is the Hoegaarden we know the best — t he sunshiny, golden, deliciously cloudy brew that refreshes and inspires us with flavours of citrus and coriander. And it's the brand that towers above all the others. We innovate and experiment, sure, but this is t he Hoegaarden that has given us followers the world over.
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Brand Architecture
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Brand Architecture
SECONDARY BRANDS An original, plus innovation. Our secondary brands embody the essence of t he flagship Hoegaarden experience and make the beer accessible to more markets. How do we think of them? Beer first, fruit second.
Rosée NEW VBI COMING SOON n e d r a a G e h t o t e d i u G r u o Y /
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Cherry Variant IN DEVELOPMENT
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Brand Architecture
TERTIARY BRANDS Part of the family. Think of our tertiary brands as the cousins of our flagship Wit. They all have the same foundation in common (Hoegaarden Wit, of course), but the addition of fruit juices transforms them into something else.
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Brand Architecture
PREMIUM BRANDS Craft extension. These brands are brothers and sisters to Hoegaarden, they embody much of the same heritage and devotion to beer and brewing.
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VISUAL IDENTITY
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BRAND SIGNATURE The Hoegaarden logo is a unique graphic expression that represents Hoegaarden brand products. It is the most
HOEGAARDEN BRAND SIGNATURE
HOEGAARDEN LOGO
HOEGAARDEN PICTORIAL MARK
significant and unifying feature of the brand identity program and is to be used on all aspects of brand communication. HOEGAARDEN LOGOTYPE
The Hoegaarden logo and tagline is t he brand signature of the company. It facilitates a visual identity that is easy to remember and immediately recognizable. Adhering to the following Reference Guide will unify t he Hoegaarden identity structurally and visually as well as strategically support the brand architecture across a global array of HOEGAARDEN TAGLINE
offerings.
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DOWNLOAD HOEGAARDEN LOGO FILES Complete asset list on page 104
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LOGO VARIATIONS The Hoegaarden logo is designed to work with a large number of applications and has been developed with
CENTRE STACKED FORMAT (PREFERRED)
flexibility in mind to ensure consistency and legibility in appearance. The Logotype Format (without the pictorial mark / crest) is only to be used in extreme horizontal formats where space prohibits use of either Centre-Stacked of Horizontal Full Versions.
HORIZONTAL FORMAT
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LOGOTYPE FORMAT (NO PICTORIAL/CRESTS)
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THE TAGLINE The Hoegaarden Tagline is an extension of the trademark that defines Hoegaarden core beliefs and offerings. It supports marketing initiatives where needed. Care should be taken when placing the Tagline relative to the logo. The Tagline consists of the words “The Gaarden Is Open”, in upper case and centred u nder the Centre-Stacked logo. A unit measurement represented by x illustrates both the positioning and size of the tagline in relationship to the “n” in the logotype.
4x
The tagline is centred with the shield pictorial mark rather than the logotype as it dictates the v isual centre of the logo.
2x
The slightly off-centre logotype works in this application
x
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It is critical that the Tagline is used in conjunction with Hoegaarden logo. Using the Tagline by itself is therefore unacceptable. When the Hoegaarden logo is used in conjunction with the Hoegaarden Tagline, the configuration outlined here may be used.
HOEGAARDEN TAGLINE
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CLEAR SPACE PROTECTION x
The logo must always be surrounded by a minimum amount of blank space, as shown to the right. To maintain its visual integrity, it should never appear crowded by other elements such as text, titles a nd other symbols or logomarks. The minimum blank space surrounding t he logotype and brand signature is represented by “x”, which is equal to the
x
height of the “n” in the logotype.
x
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x
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PROPORTIONS & MINIMUM SIZE The Hoegaarden logos were designed with specific aspect ratios. These proportions must never be altered.
2.2 x
Attention should be made when placing the logos in an application such as PowerPoint or Microsoft Word, where
.75 INCHES
1x
the proportions can change by dragging the corners of the image box. This will alter the aspect ratio and is therefore unacceptable. The minimum size the Hoegaarden logo may be reproduced is .75 inches as measured against the width of the logotype.
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5.3 x
.75 INCHES 1x
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COLOUR PALETTE
PANTONE® 117
PANTONE® COOL GRAY 11
CMYK 6 / 27 / 100 / 12 RGB 201 / 151 / 0 HTML C99700
CMYK 44 / 34 / 22 / 77 RGB 83 / 86 / 90 HTML 53565A
100% WHITE
Colour plays an important role in Hoegaarden’s corporate identity program. The colours to the right are recommendations for various media. Consistent use of these colours will contribute to the cohesive and harmonious look of the Hoegaarden brand identity across all relevant media. PANTONE® 871 (METALLIC)
PANTONE® 280 CMYK 100 / 85 / 5 / 22 RGB 1 / 33 / 105 HTML 012169
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COLOUR REPRODUCTION These guidelines for acceptable colour reproduction are provided to ensure that a uniform image is maintained. These guidelines provide for a cohesive method of reproduction while preserving high legibility of the Hoegaarden brand. The preferred background of the logo is 100% white. Avoid displaying the logo over coloured or textured backgrounds other than those expressed in this guide and all must be approved by Hoegaarden. The Hoegaarden logo may be placed over photographs prepared and approved by Hoegaarden. Care should be taken with t his approach to ensure adequate contrast with the background image. n e d r a a G e h t o t e d i u G r u o Y /
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MONOTONE COLOUR REPRODUCTION Although the Hoegaarden logo can be reproduced in 100% black, white or PMS 280 (as shown to the right). It is only to be used when it is clearly the only option. The Hoegaarden logo may be reproduced in either 100% solid black against a white field or “knocked-out” to 100% white. Never use a percentage of black (gray) for the logo. Additionally, the Hoegaarden logo may be reproduced in either 100% PMS 280 against a white field or “knockedout” to 100% white against a 100% PMS 280 Background. Never use a percentage of PMS 280 for either the logo or background. These usages must be approved by Hoegaarden before use. n e d r a a G e h t o t e d i u G r u o Y /
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INCORRECT USAGE Any variation from t he examples covered in this style guide would be incorrect and should not be used. The following are some examples of INCORRECT modifications and applications of the Hoegaarden logo.
A Never move , delete , rearrange , or rotate any elements of the logo from their respective positions.
A
C
B
D
B Never plac e the logo ove r coloured backg rounds other than those specified in this g uide.
C Never di stort pr oporti ons (he ight or width) of th e logo.
D Never plac e the logo ove r a photo or text ured background which is NOT approved by Hoegaarden. n e d r a a G e h t o t e d i u G r u o Y /
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E Never att ach othe r words or ch aracte rs to the logo other than ones specified in this guide.
F Never outl ine the l ogo in any colour. G Never ch ange the logo’s colours H Never add n ew elem ents or e ffects to th e Logo. I
Never att empt to red raw or rewor k any eleme nt of the logo
J
Never viol ate the logo’s clear sp ace.
K Never c rop the logo.
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E
H
J
I
K
BELGIUM
F
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TYPOGRAPHY USAGE Approved typestyles. Reference Guide for acceptable typography are provided to
PLANTIN MT PRO
BACKGROUND
insure that a uniform and consistent image is maintained for
Plantin MT Pro is to be used for headlines and primary
Plantin is an old-style serif typeface named after the printer
all Hoegaarden branded elements.
messaging for all business-to-consumer communications. It
Christophe Plantin. It was first cut in 1913 by Fritz Stelzer
can also be used in internal applications where appropriate
for the Monotype Corporation, and is based on a Gros
messaging is required.
Cicero face cut in the 16th century by Robert Granjon.
The Hoegaarden corporate fonts and formatting are to be used in all marketing communication materials. Exceptions may include advertising materials approved by Hoegaarden in which an alternative font adds to a concept or design which Hoegaarden considers beneficial to it’s marketing objectives.
Plantin is one of t he typefaces that influenced the creation of To use this font legally, it can be purchased and downloaded
Times New Roman in the 1930s.
here www.fonts.com The intention behind the design of Plantin was to create a font with thicker letterforms than had typically been used until that t ime: previous type designers had reduced the weight of their fonts to make up for the effect of ink spread, but by 1913 innovations in smoothing and coating paper had led to reduced ink spread. Pierpont was inspired to use Granjon’s designs by a visit to the Plantin-Moretus Museum
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
in Antwerp, Belgium, which had them on display. The Granjon font on which Pierpont’s design was based DOWNLOAD HOEGAARDEN BRAND FONTS Complete asset list on page 104
was listed as one of the types used by the Plantin-Moretus Press beginning in the 17th century, long after Plantin had died and his press had been inherited by the Moretus family, but Plantin himself had used a few letters of the font to supplement another font, a Garamond.
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AaBbCc0123 Aliquam vel ligula Morbi Euismod Enim Eget Neque Aliquam et nisl vel ligula consectetuer suscipit. n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Morbi euismod enim eget neque. Donec sagittis massa. Vestibulum quis augue sit amet ipsum laoreet
Plantin MT Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro SemiBold Italic ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Plantin MT Pro Bold Italic ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
pretium. Nulla facilisi. Duis tincidunt, felis et luctus placerat, ipsum libero vestibulum sem.
ALIQUAM A ODIO, SED TORTOR VELIT FELIS.
Plantin MT Pro Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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PICTORIAL MARK Hoegaarden vexillology. On the Hoegaaren label, you'll see two shields. They look as though they'd belong on a flag, but in fact they're illustrations of vexilloids. What's a vexilloid? Before groups identified themselves with flags (heraldry), they used sticks or staff s with emblems atop them. The emblems could be feathers, rods of power, or even a shepherd's staff. Over time, they evolved to denote political power, and were later replaced by flags. The curved staff on the Hoegaarden shield is taken from the coat of arms of the village of Hoegaarden, which was bestowed in 1288. The other shield depicts a masher's paddle, a beer-making tool just like one the monks used to brew the first batches of Belgian witbier.
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BOTANICAL ILLUSTRATION Placement & positioning. Belgium has a history of botanical illustration which honours and explores nature. We have a botanical illustration all our own which brings nature to our visuals in a graphic way and also tells our unique ingredient story. The Hoegaarden botanical illustration supports the visual identity when the situation requires. Its purpose is to communicate the natural ingredients used in the brewing process and to connect the audience with "the Gaarden." It's a key part of the visual identity program and should only be used alongside the Hoegaarden logo. The illustration can be rotated 45 degrees in either direction to achieve the best visual fit. Logos or text should never cover the botanical and avoid touching it completely. It n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
should be placed on the outer edges of a defined area running off t he active visual region.
DOWNLOAD HOEGAARDEN BOTANICAL ILLUSTRATION Complete asset list on page 104
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Positioned at outer edge Adequate Clearspace Rotate to fit
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DESIGN STRATEGY
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Design Strategy
THE RIGHT WORDS How we tell the story matters. Language is everyt hing. It is, after all, our "voice." The language used throughout marketing, social media a nd any other connection-points should reinforce the brand position by delivering an honest and relaxed tone. It should pick up where visuals end, contributing to the overall messaging rather than rehashing what's already been said. The tone should reflect the target market with elements of humour, positivity and discovery. And wherever possible, content should reference Hoegaarden's connection with nature and the garden.
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CONNECTION ILLUMINATING EXPERIMENTAL WANDERLUST DELIGHT & DISCOVER CREATIVITY SEIZE POSITIVITY WE ARE ALL NATURE ACCESSIBLE
HONEST ORANGE & CORIANDER URBAN BACKYARD WARM SPIRITUAL SAVOUR THE MOMENT LET THE LIGHT IN FRIENDSHIP SUSTAINABILITY
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DESIGN PRINCIPLES Keeping it simple. The layout and visual presence of a va riety of connection points has been designed to support the brand position. Simple and honest design sensibilities come together to create a clean, inviting and "open" look. SIMPLICITY The Hoegaarden aesthetic is about simplicity; there are no flourishes or star-bursts, no outlines or drop-shadows. All graphic elements serve a purpose. Balance and white space is essential to it’s inviting and clean appeal. HONESTY Approachability and honesty are integral to Hoegaarden, the design aesthetic honours these attributes. The lack n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
of flourishes, white backdrop, visual balance and natural elements are essential to promoting the honesty in the brand.
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Design Strategy
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Design Strategy
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Design Strategy
OUR IMAGERY
DOWNLOAD HOEGAARDEN GLOBAL IMAGE ASSETS Complete asset list on page 104
How the world sees us. Hoegaarden imagery is vital to the Hoegaarden brand
NATURAL LIGHT
REAL
equity; The styles outlined here carry particular attributes
Imagery should always take advantage of natural light when
Images don't always need to be technically "beautiful",
which further evolve the visual identity system. Being
and where possible. If backlit, the light should be warm and
rather can be shot into the sun, areas out of focus or
mindful of the images used will help ensure consistency
inviting. Images shot into the sun are desirable including the
off-balance composition. These attributes provide a natural
and connection points are correctly aligned with the brand
presence of lens flare and light bleed.
and more personal experience as if taken by the viewer
strategy.
themselves. URBAN CONTRAST Imagery should almost always have a natural element,
DAYTIME
whether leaves, grass or natural sunlight. Any imagery with
No beer on Earth pairs better wit h a beautiful sunny day
nature contrasting with urban textures, landscapes and
than t he refreshing taste of Hoegaarden. Wherever possible,
objects can work as visual support.
images should predominantly feature moments of daytime beer consumption.
FUN AND FRIENDS Enjoying Hoegaarden is about friends; depicting relation n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
ships and moments with friends is essential to imbuing the brand with human emotion and mak ing connections with the target market.
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Nature n e d r a a G e h t o t e d i u G r u o Y /
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Natura l Ligh t Urban Contrast Lens Flare
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Design Strategy
Real Lens Flare Nature Natural Light Urban Contrast
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Design Strategy
Natural Light Urban Contrast Friends Lens Flare
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
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Design Strategy
Urban Contrast Real Natural Light Nature
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N E D R A A G E O H
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Design Strategy
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Design Strategy
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Design Strategy
HEXAGON SHAPE Background & usage. Where did the hexagon shape come from? Some say jam jars have something to do with it, but no one's sure. One thing we do know is that it keeps your Hoegaarden perfectly chilled. Today it's synonymous with Hoegaarden, mainly due to the popularity of the Hoegaarden glassware. Use sparingly and only in places where it makes the most sense. It’s usage should always be questioned and should never appear forced or overused. It should never be used as a graphic motif, rather only for physical objects. i.e.: Hoegaarden Glassware, bar mats, bottle opener
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
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MARKETING
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BE PRESENT. IT’S THE ONLY MOMENT THAT MATTERS. n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
#TheGaardenIsOpen
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SOCIAL MEDIA What it means to Hoegaarden. Hoegaarden’s social media presence takes our audience on a brand journey.
DOWNLOAD SOCIAL MEDIA CAMPAIGN STYLE GUIDE Complete asset list on page 104
Using a series of images, we tell a brand narrative of our lifestyle, our taste and our quality. We show you where we live, what we like to do, and collectively, who we are. Following us is like following a friend who is on a journey
DOWNLOAD SOCIAL MEDIA CAMPAIGN CAPTION COPY Complete asset list on page 104
of seeing gaardens everywhere — because where there is Hoegaarden, you’ll find your gaarden. #TheGaardenIsOpen. DOWNLOAD THE COMPLETE SOCIAL MEDIA TOOLKIT Complete asset list on page 104
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
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Warm-weather focused Surrounded by beauty
Urban & garden
Plant references
#TheGaardenIsOpen hashtag
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Features gardens "Gaarden" spelling Enjoying a Hoegaarden
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User-Generated Content
Brand Videos
One of the very best ways to engage your social media audience is to encourage them to submit their own content. Anthem shots showcase real people enjoying real Hoegaarden, in a variety of environments. This user-submitted content has other benefits, too: it helps expand your assets and builds a stronger connection between brand and audience. Get started by creating localized campaigns t hat bring consumers into the conversation. Embrace the spirit of "openness" that is the Hoegaarden brand and invite participation.
Example Copy: It’s not nature vs. nurture. It’s nature and nurture. n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
#TheGaardenIsOpen
DOWNLOAD THE HOEGAARDEN BRAND FILMS Complete asset list on page 104
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Photographic Criteria
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
THE GOLDEN HOUR
FOCUS ON THE GARDENS
ATTRACTIVE PRODUCT
The preferred shooting time is morning light or
We want to show people enjoying their settings,
While our product may not always be the focal
dusk. Backlit whenever possible, with available
but the focus should be on the gardens, not the
point of a shot, it should always appear attractive
light only.
people.
and inviting.
WARM WEATHER
URBAN + NATURE
BEAUTY IN THE DETAILS
Hoegaarden is a warm-weather brand, and we
This campaign is about urban gardens. As often
Don’t be afraid to push in and find the beauty in
therefore always want to portray a warm, bright
as possible we want to portray t he juxtaposition
the small moments.
day.
between the city and nature.
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Photographic Topics TOPIC 1
TOPIC 2
TOPIC 3
People enjoying Hoegaarden.
People enjoying an urban garden.
The brand cleverly integrated into a urban garden setting.
TOPIC 4
TOPIC 5
TOPIC 6
An urban environment cleverly integrated into a
Nature taking back an urban environment.
An urban environment co-mingling with nature.
garden.
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
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Instagram Selects Example:
Example:
Example:
Stop and smell the coriander.
Mary, Mary, quite contrary, how does your
If you have a gaarden and a friend, you have
And the hops.
Gaarden grow? With white caps and fr iendly
everything you need. #TheGaardenIsOpen
And the orange peel.
chaps, and never acting like a bro.
Because #TheGaardenIsOpen
Example:
Happy Hour and a Hoegaarden begin the same n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Example: Example:
way. With an “H”. Coincidence? We think not. #TheGaardenIsOpen DOWNLOAD ALL THE INSTAGRAM SELECTS Complete asset list on page 104
Keep your face always towards the sunshine, and shadows will always fall behind you. - Walt
Some truly f resh kicks. #TheGaardenIsOpen
Whitman #TheGaardenIsOpen
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Cinemagraphs DOWNLOAD ALL THE CINEMAGRAPHS Complete asset list on page 104
Movement:
Movement:
Movement:
Leaves in top corner blowing in wind
Water drops falling off leaves
Spinning windmill
Example:
Example:
Example:
Dear stress, I’ve decided to move on.
A rainy day in t he gaarden, is better than a
Real beauty knocks you a little off kilter. –
#TheGaardenIsOpen
sunny day at the office. #TheGaardenIsOpen
David Byrne #TheGaardenIsOpen
Example:
Example:
Hoegaarden: a well storied beer, as rich in
Summer sippin’, and the living’s easy.
world, not in front of a screen.
history as it is in flavor. #TheGaardenIsOpen
#TheGaardenIsOpen
#TheGaardenIsOpen
Example:
The best times happen out in front of the n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Gifs
DOWNLOAD ALL THE GIFS Complete asset list on page 104
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DOWNLOAD SOCIAL MEDIA ROLLOUT TEMPLATE Complete asset list on page 104
Content Rollout Strategy MONTH
WK
SUN
MON
1
1
2 3
TUE
WED
THU
FRI
SAT
•
Launch Spot Local
MONDAYS / Local market teams generate art
Still
Gif
Still
•
EVERY TUESDAY / HOEGAARDEN original content day
4
2
5
Cinemagraph
6
Still
7
Local
8
3 4
Gif Still
Local
N E D R A A G E O H
5 6
Gif
12
Still
13
Cinemagraph
14 15
Local
16 n e d r a a G e h t o t e d i u G r u o Y /
Gif
9
Gif
18
Still
Local
Gif
20
Still
21
Cinemagraph
22 23 24
2 :15 Brand Films 9 Cinemagraphs 17 GIFs
UGC
UGC
•
Local
Recommend Facebook postings
UGC
UGC
•
UGC
All posts are across Instagram, FB,
Consistency of copy from region to region
UGC
•
Hashtag consistency from region to region #TheGaardenIsOpen
UGC
UGC
UGC
UGC
Still
19 Instagram Selects 5 Anthem Shots 4 Pack Shots
•
Twitter, unless otherwise specified
Still Gif
WEDNESDAYS + WEEKENDS / Local market teams can post at will.
Still
17
19
Still Gif
THURS / FRI / “Share Your Gaarden” UGC Days
Still
10 11
•
Local = art generated by local teams UCG = User Generated Content
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Social Media Content Template IMAGE
POST DATE
FILE NAME
MM/DD/ YY
ImageF ileNa me1.jpg
COPY
The tan lines may fade, but the memories will last forever. Welcome to summer. #TheGaardenIsOpen
It’s not the anti-social MM/DD/ YY
ImageF ileNa me1.jpg
it’s pro-solitude. #TheGaardenIsOpen
Step 1 - Check into vacation rental. n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
MM/DD/ YY
ImageF ileNa me1.jpg
Step 2 - Crack a Hoegaarden. Step 3 - Kick back. Congrats. #TheGaardenIsOpen
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GAARDEN OUT-OFHOME
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Gaarden Out-of-Home
OUTDOOR PRESENCE Refined impact. Nothing stands out in the midst of a concrete jungle like a shot of lush greenery. It's a balm for tired eyes, and in our case, a call to sip from a refreshing, citrussy glass of witbier. Hoegaarden billboards should appear in unexpected places, a verdant surprise tucked away in the city. The Gaarden is everywhere, if you know where to look. Let's point the way.
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
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Gaarden Out-of-Home
GREEN BOMBING & GRAFFITI
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N E D R A A G E O H
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POCM & RETAIL
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POCM & Retail
ALL ABOUT HOEGAARDEN Must-have POCM. Primary branded POCM can either contain the Hoegaarden logo or signature (logo & tagline) depending on available real-estate, legibility and production restraints. The logo should always be placed on white surfaces when possible. In applications where white isn't an option or doesn't make production sense, the logo may be embossed or treated using the monotone version.
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50cl Glass
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POCM & Retail
Tap Handles
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Bar Blade
Bottle Opener
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Bar Mats
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FRONT 1
BACK 1A
BACK 1B
FRONT 2
BACK 2A
BACK 2B
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Bar Mats
FRONT 3
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BACK 3A
BACK 3B
BACK 3C
BACK 3D
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POCM & Retail
SHARE THE GAARDEN Nice-to-have POCM. Retail POCM is aimed to appeal to the target market, encouraging them to support and promote the brand honestly and with appreciation. Choose product that supports the desired positioning by promoting outdoors, nature, summer, sun, friends.
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Beer Bucket
Umbrella
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POCM & Retail
Table
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Pins
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POCM & Retail
Botanical T-shirts
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Bunting
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POCM & Retail
Logo T-shirts
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Flip-flops
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POCM & Retail
Outdoor Games
CONNECT 4
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PLINKO BOARD
HOEGAARDEN DOMINO'S
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POCM & Retail
Outdoor Games
PENTAQUE n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
CORNHOLE
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EXPERIENTIAL
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OWNED RETAIL EXPERIENCE Join us for a beer... beer... and more. Even in the middle of the city or in an industrial setting, opening a bottle of Hoegaarden is like tapping into a refreshing moment of nature.
The Greenhouse by Hoegaarden
That’s why there’s the Hoegaarden Greenhouse- a verdant, beautiful space that appears in t he most unexpected of urban settings - tucked in between buildings, on an otherwise undeveloped rooftop, rooftop, on t he pier of an industrial shipping zone, and so forth.
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
DOWNLOAD THE HOEGAARDEN GREENHOUSE PLAYBOOK Complete asset list on page 104
Hoegaarden Mobile Greenhouse
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BRAND ACTIVATION
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Brand Activation
EXPERIENTIAL ACTIVATIONS Popping up... everywhere. What better way to create a Hoegaarden memory for someone than with a pop-up event — a surprise garden party, say, or a floating barge. These events are desigend to refresh the Hoegaarden brand and bring to life all the things it espouses: the marriage of nature an urban environments; botanicals with a surprising tw ist; and the simple joy of sipping a Hoegaarden surrounded by friends, old and new.
A Floating Gaarden in East London n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
A beer barge moored outside Number 90, Hackney Wick is one-of-a kind, a breath of fresh air in a busy urban setti ng. It’s packed with over 500 different plants and shrubs and home to a unique Soundscape Gaarden, where the taste of Hoegaarden beer elevates all your senses.
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Gaarden Parties & Concerts in Seoul
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
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SPECIALTY SALES APPROACH
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POC STRUCTURE & SEGMENTATION QUANTITATIVE ASPECTS OF POCS
QUALITATIVE ASPECTS OF POCS
SEGMENT POC’S BASED ON % OF PREMIUM SOLD ON TRADE
MORE THAN 50% PREMIUM & INFLUENTIAL ACCOUNTS
FOOD LED
DRINK LED
TOP RESTAURANTS IN THE COUNTRY
CRAFT ORIENTED WITH A LARGE ASSORTMENT
LED BY INTERNATIONALLY RENOWNED CHEFS
INFLUENTIAL
CHOSEN BY CONSUMERS ON SPECIAL OCCASIONS VERY SUBTLE BRANDED MATERIA
OF NATIONAL AND IMPORTED OPTIONS OFTEN HAS BACKGROUND MUSIC AND LIVE BANDS ON THE WEEKENDS BASIC BAR FOOD
10% - 50% PREMIUM n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
SPECIALIST LESS THAN 10% PREMIUM NOVICE
OFF TRADE KA
SMALL FORMAT
MULTIPLE LOCATIONS
MULTIPLE LOCATIONS
OFTEN USED FOR STOCK UP TRIPS
OFTEN USED FOR IMPULSE OR FILL-IN TRIPS
REPRESENTS LARGE SHARE OF SPECIALTIES
SMALL SQUARE FOOTAGE
SALES
HIGH SHARE OF SPECIALTIES SALES
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HOEGAARDEN AWARDS
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/ Hoegaarden Awards
CELEBRATING THE BEST 2016 World Beer Cup. Over the years consumer beer choices have gone from small
When: Every 2 years
to exploding around the world. This global competition continues to create greater consumer awareness about different beer styles and flavour profiles while promoting international brewing excellence. The Brewers Association's World Ber Cup, often referred to as “The Olympics of Beer Competitions,” is the most
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Judges: 200+ h ighly qua lified beer pr ofessionals Style Categories: 90+ Awards: Gold, Silver, Bronze Medals and Champion Brewery and Brewmaster Awards
prestigious beer competition in the world. It's been
To learn more about the World Beer Cup, visit
celebrating the art and science of brewing since 1996.
www.worldbeercup.org
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PURE GOLD Best Belgian-Style Witbier. Hoegaarden Brewery, is excited to announce it received a gold award at the 2016 World Beer Cup sm, a global beer competition that evaluates beers from around the world and recognizes the most outstanding brewers and t heir beers. Hoegaarden Original White Ale championed against 77 other Witbier’s for the win ning title in their Belgian-Style Witbier category. World Beer Cupsm winners were selected by an international panel of 253 beer judges from 31 countries. Regarded as the “Olympics of Beer Competition,” the World Beer Cup sm saw an impressive field of 6,596 entries from 1,907 breweries in 55 countries. The awards were presented on May 6, 2016 during the World Beer Cupsm award ceremony at the Pennsylvania Convention Center in Philadelphia, n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Pennsylvania.
DOWNLOAD THE WORLD BEER CUP ASSETS Complete asset list on page 104
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NOW, GO FORTH AND ENJOY.
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THANKS... For respecting the brand we love. Our brand is our face, our voice, and the most immediate way we connect with our target market. And it has decades of equity built up in it. We'd like to thank you, as an interpreter of that brand, for respecting that equity and giving us yet another conduit for reaching our public. That first glimpse of our brand personality leads to that first sip of Hoegaarden, and from there the possibilities are endless.
Contacts GENERAL Harris Damashek, Global Brand + Creative Director
[email protected] / +1 (917) 596-3273 SOCIAL MATERIALS & INQUIRIES Madison Teerlink, Production Coordinator Agency: Modop
[email protected] / +1 (323) 467-9600 Andy Hann, Creative Director Agency: Modop andy.hann@ modop.com / +1 (917) 580 -1983 BRAND MATERIALS & INQUIRIES Glen Kayler, Creative Director
n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Agency: Redphone
[email protected] / +1 (403) 648-5139
13.0
/ Fin.
HOEGAARDEN RESOURCES Go beyond. Hoegaarden Logo Files
Hoegaarden Story
Folder
The_Hoegaarden_Story.docx 44 kb
Hoegaarden Corporate Fonts
Folder
Hoegaarden Manifesto Video
Pouring Ritual Illustration Files
Hoegaarden_Manifesto_Brit_Intro.mov 22 mb
Folder Hoegaarden Botanical Illustration Files
Folder Hoegaarden Global Image Assets
Folder Social Media Campaign Style Guide
Hoegaarden_SocialMedia_StyleGuide.pdf 34 mb Social Media Caption Copy Guide n e d r a a G e h t o t e d i u G r u o Y /
N E D R A A G E O H
Hoegaarden_SocialMedia_CaptionCopy.pdf 109 mb Social Media Rollout Template
Folder The Hoegaarden Greenhouse Playbook
Hoegaarden_Greenhouse_Playbook.pdf 54 mb World Beer Cup 2016 Assets
Folder
The Complete Hoegaarden Social Media Toolkit
Folder The Hoegaarden Brand Films
Folder The Instragram Selects
Folder The Social Media Cinemagraphs
Folder The Social Media Gifs
Folder
