Brand guidelines Davigel - july 2010

1 t Brand essence and structure

Introduction
Introduction

Brand structure
The Davigel logo is the companys signature (at a corporate level) as well as its
products asDavigels
a whole. ambition is to become the preferred solution provider of
frozen and chilled food for foodservice in Europe.
To achieve this, the Davigel brand relies on a unique model which
combines a strong customer intimacy, a solid food solution design
capability (creation of exclusive sourcing, culinary development by
Parent
Davigel chefs and flexible industrial tools) and an efficient direct
brand
sales and distribution organization.
Company
and master brand
Star brands

Landmarks

Strong
customer intimacy

Label of a paramount technology :

DSD
Efficiency

Food
solution
design

1.2. Davigel brand position versus Nestle Professional

Nestl Professional is a strategic brand of the Nestl Group witch endorses its ambition
of being committed to out-of-home market.
The new
Davigel
architecture
as well
as the
graphical
identity
Davigel belongs
to the
Nestlbrand
Professional
Division,
which
represents
a strong
is fully supporting the business vision.
guarantee in quality, food safety and nutrition.
The brand baseline, partner in your success enhances Davigels
The Nestl Professional
brand shows
up on all the printed documents.
strategic ambition
in Europe.
Sales document: as a signature on the last page.
The star
brands
productsat
and
the(footer).
companys
Invoices, business
cards
andfor
letterhead:
theservices
bottomhighlights
of the page
specificities on the foodservice market.
The brand guidelines aim to provide clear rules of use of brands
identity through various tools, ensure total consistency and
maximize their impact.

Davigel
2010
Davigel- -1.1.Brand
Brandessence
essenceand
andstructure
structure- -juillet
july 2010

32

Introduction

Brand structure
The Davigel logo is the companys signature (at a corporate level) as well as its
products as a whole.

Parent
brand
Company
and master brand
Star brands

Landmarks

Label of a paramount technology :

1.2. Davigel brand position versus Nestle Professional

Nestl Professional is a strategic brand of the Nestl Group witch endorses its ambition
of being committed to out-of-home market.
Davigel belongs to the Nestl Professional Division, which represents a strong
guarantee in quality, food safety and nutrition.
The Nestl Professional brand shows up on all the printed documents.
Sales document: as a signature on the last page.
Invoices, business cards and letterhead: at the bottom of the page (footer).

Davigel - 1. Brand essence and structure - juillet 2010

Davigel Brand essence

Demanding foodservice operators, incl.

chefs, looking to go beyond their
operational challenges and habits to
delight their clients with meals that bear
their unique signature

CUSTOMER TARGET
BRAND BENEFITS

EMOTIONAL
Trust
Pride in choosing the best
RATIONAL
Creating value for operators
with breakthrough solutions,
matching their expectations
and operating conditions

Davigel - 1. Brand essence and structure - july 2010

Offering unique solutions combining raw to

fully elaborated products and
services - nutrition, training, delivering,
customizing - at key price points
meeting higher quality standards in terms of
taste, nutrition and safety

Partner
in your
success

OFFER ATTRIBUTES
BRAND PERSONALITY

Pros dedicated to pros

strong customer intimacy
passionate
culinary expertise
entrepreneurial
reliable
dynamic
innovative

Terre et Mer Brand essence

The Terre et Mer brand signs Davigels specific know how in the selection of high
quality raw ingredients.
It is one of the Davigel star products brands.

Raw products of superior and regular quality

Designed to serve chefs creativity
Selected and tested by a recognized pro.
Experts in discovering and developing new
channels of sourcing
Experts in identifying the best preservation
technology

Chefs, purists and passionate

(main meal> 12 - bill > 25 )
They love interpreting raw products, theyre
open and curious
Demanding on product selection and quality,
open to outsourcing (can live without
direct contact with the raw product producer)

CUSTOMER TARGET
BRAND BENEFITS

Prime raw
products
servicing
chefs
creativity

EMOTIONAL
Sharing the values of my trade
Assuring the best
Supporting my creativity
RATIONAL
Delegating sourcing and purchasing
Superior quality and regularity
Freeing time
Fitting my business needs

Davigel - 1. Brand essence and structure - july 2010

OFFER ATTRIBUTES
BRAND PERSONALITY

Professional, chef to chef

Respectful of cooks skills
Open to evolutions of the trade
Open and curious about the world
Honest and humble
Listening

Cration Brigade Brand essence

Cration Brigade is the brand representing Davigels specific know how in developing or
producing elaborated products.
It is one of the Davigel star products brands.

Table service restaurants (average bill

15e/25e) and caterering pros organising
receptions
Chefs who want to be proud of what they serve
and look for a house made result
Given operational constraints, theyre willing to
delegate part or all of mise-en-place and
elaboration tasks.

Mise-en-place, cooked dishes and

dessert, elaborated by Davigel chefs
brigade, respecting culinary know-how
Quality of raw material used
Selected by a jury of independent
professionals
Meets the evolution of the end client
expectations in terms of nutrition

CUSTOMER TARGET
BRAND BENEFITS

EMOTIONAL
Trust and assuring the best
Bringing ideas and trends
Leaving space for customization
RATIONAL
Delegating all or part of elaboration process
Quality, regularity, ease of preparation
Innovative answers to my operational constraints
Freing time

Davigel - 1. Brand essence and structure - july 2010

Davigel
Brigade
at your
service

OFFER ATTRIBUTES
BRAND PERSONALITY

Professional
Respectful of cooks skills
Listening
As demanding, curious and creative as a chef

Nutriservices Brand essence

Nutriservices is the brand wich represents Davigels specific expertise in balanced diets.
Nutriservices provides services in nutrition to Davigels customers.
It is one of the Davigel star service brands.

Professionals of institutional
foodservice Operators and services

CUSTOMER TARGET
BRAND BENEFITS

NHW
inspiration
for
foodservice
pros

EMOTIONAL
Trust
Makes NWH simpler and more accessible
RATIONAL
Bring nutritional expertise
Up to date and reliable information
Respectful of taste

Davigel - 1. Brand essence and structure - july 2010

Reference information on nutrition

Assistance in elaborating menus and meals
aligned with current policies
Recommending foods with nutritional added
value
Constant nutrition information monitoring
Expertise and experience of Nestl Reasearch

OFFER ATTRIBUTES
BRAND PERSONALITY

Professional
Expert
Respecting taste and the pleasure of eating
Credible
Listening
Approachable and close

Formation et Expertise Brand essence

Formation et Expertise is the brand wich represents Davigels specific expertise in training.
It is one of the Davigel star service brands.

Food service operators

CUSTOMER TARGET
BRAND BENEFITS

Grow your
talent
Share your
passion

EMOTIONAL
Enlarge Professional horizon
Sharing experiences among peers
RATIONAL
Developping ones talent and skills in sync
with industry realities
Transversal learning connected with new
issues and developments

Davigel - 1. Brand essence and structure - july 2010

Training on mastering the art of valorising

frozen and chilled product. and the associated
evolution of professional environment
Developping the ability to express oneself with
these products as easily as with others
Ensuring proper management of their facility
for the satisfaction of their end customer

OFFER ATTRIBUTES
BRAND PERSONALITY

Pragmatic
Expert
Demanding
Chefs and Experts as trainers
Connected with the industry realities