Brand Manual Highlands

8/10/2019 Brand Manual Highlands

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HIGHLANDS COFFEEBrand Overview

CONFIDENTIALITY NOTE

This document has been issued for the sole use of the recipient and is not to be

reproduced in any way, or circulated in any way, either electronically or in printed form.

Please contact Viet Thai Holdings for any digital artwork files required

copyright Viet Thai Holdings 2006


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FOREWORD

This manual has been created to assist partner companies in developing suitable brand association solutions for integration

into Highlands Coffee branded environments. We strongly believe in retaining the integrity of our outlets and that any third

party branded items should not only support their own brand message but also have meaning and relevance within our

space.

As we are sure youre aware, if youre reading this manual, our customers love affair with our brand, like any relati onship,

takes many years to build. And, youll also appreciate that it takes just as much effort to keep these relationships fresh and

relevant to consumers everyday. This is why it is critical we must ensure everythingwe allow into our brand world supports

our story (or philosophy) and reflects a certain flavour which is unmistakably us. We are sure your brand, or the one you

represent, would also want to ensure nothing less for your brand loyal customers.

If youre reading this, we have already established the potential for some mutual benefit in our Companies being associated in

some way and for our brands to have mutual positive association with one another. This may be because of the nature of the

products or services our brands both represent or simply that our customers have similar aspirations and lifestyles.

Which ever it is, we hope this is a useful tool and that it demonstrates our commitment to presenting innovative and fresh

brand integration solutions to our customers which enhance both our brand stories and add value to our customers lives.


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Viet Thai Holdings 2006. Brand Integration Manual - Pg 3

BACKGROUND

Understanding Highlands Coffee

Firstly, we thought it would be worth while to take you

through a very brief history of where weve come from as a

company and as a brand. Our past still very much informsboth the way we do business today and what we strive to

become. Were not going to bore you with a lot of statistics

and historical facts but we just thought it of value to paint a

backdrop behind what you see today.

What it is we do

Highlands Coffee is a wholly owned and operated division of

Viet Thai International and a manufacturer of premium coffee

products and services. The Company markets and distributes

its products and services under the trademark of Highlands

Coffee. Currently, the Companys distribution and marketing

efforts are positioned selectively in modern trade, higher end

Hotels and Cafs, and through our chain of company owned

Coffee Houses.

Highlands Coffee is a premium consumer lifestyle brand

and as such is in the business of serving people a rich and

rewarding experience centred around coffee.

The Company is looki ng to continue to grow and a ssert it s

leadership in the coffee category in Vietnam through mass

media activities and mass distribution to the general trade.

We see our premium grade roasted and ground products as

predominantly image builders which will support and give a

quality endorsement to our mass market products. This will

also further support the take up of new initiatives such as a

newly introduced 3 in 1 product developed to generate trial

and to build volume.

The very first

Highlands Coffee

outlet on West Lake

Hanoi City.

Coffee growing

is an important

part of Vietnams

growing economy.

The entire coffee

delivery process is

closely managed by

Highlands Coffee

to ensure ther best

bean selection

and consistency of

roasting and grinding


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Viet Thai Holdings 2006. Brand Integration Manual- Pg 4

Issued to BAT Vietnam on3rd September

2006

Our foundations

Although selectively distributed as packaged roasted and

ground coffee since 2000, the Highlands Coffee branded retail

concept was conceived by David Thai in 2002 in Hanoi City,

starting out as a small lake side Caf. David, born in Vietnam,

had experienced the rise of Starbucks whilst growing up in

Seattle. Returning at aged 23 with Westernised consumer

focussed visions, paired with a strong sense of traditional

values instilled by his parents, David set about to explore

his roots and build a business. From this humble beginning

David had successfully built a packaged coffee product line

from farm to factory to distribution, having to set practically

everything up from scratch. And, in the process, mastered the

fine art of coffee roasting and grinding from world experts in

order to develop a unique and full flavour coffee blend distinct

to Vietnamese tastes yet palatable to a global market.

Although the packaged coffee is an important part of the Viet

Thais business, it s in the ever growing chain of coffee hous es

where Davids passion really lies. In building a progressive

world-class coffee experience in Vietnam, whilst retaining

links to the still valued traditions of the past, Highlands Coffee

is able to very much be a part of the modernisation process of

Vietnam - grown locally and thinking globally

Highlands Coffee now boasts 34 modern coffee houses

strategically located across Vietnam in prime retail sites, and

is set to triple this figure to 100 outlets in the 24 months to

come.

The Vietnam market

Enjoying an annual GDP growth rate in excess of 7.5% over the

past 5 years, Vietnam is one of the fastest growing markets

in South East Asia. With a rapidly growing middle class within

a population of some 88 million people, market conditions

reminiscent to that of Chinas 5 to 10 years ago.

Our aspirations

Highlands Coffee has been positioned as the coffee experts

in Vietnam and are rapidly bringing the Highlands Coffee

experience to the masses across Vietnam. We will remain

committed to lasting success, building and managing a brand

which will last the tests of time and international competition.

Highlands Coffee will be there with the Vietnamese peoplethrough the following few decades of growth and beyond.

Continuing to connect the people with the international

community, reminding them of their past and being a source

of pride and reassurance for new generations setting out on

their own ventures on the newly accessible global stage.

And to continue to have fun doing it above all else!

Our customers

Our customers are the new Vietnamese, the people actively

engaged in the modernisation process of Vietnam. Upwardly

mobile Vietnamese working in down town white collar

environments. They appreciate quality, service and stylish

environments. They are sensitive to their own image and

therefore to the brands they associate themselves with in

order to help them project a certain status to others.

They aspire to int ernational prestigious brands and constant ly

look to international markets for new ideas and trends.

However they are also fiercely proud of their own countrys

heritage and ever growing place on the international stage.

Imagery of Vietnam, consumers, busy,

modern, shopping, consuming

The moderisation pr ocess of Vietnam


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The Highlands Coffee

Brand

Brand Philosophy

At Highlands Coffee, we believe its the way we go about thingsthat makes the difference, and this is what our customers

appreciate. A part of this is simply ensuring that we do

everything really well - great quality coffee - ground, brewed

and served to the highest standards every time, great places

to enjoy these premium coffee moments in, and great people

attending these great places. From our company culture

to how we deal with our suppliers and our outlook on our

community and country.. Essentially everything we do, say,

and think demonstrates every day what we stand for. To help

us articulate to ourselves and to people such as yourselves we

have distilled this down into a written Philosophy. We hope

this helps you better understand what guides us.

Its also worth noting here that we may not always succeed in

bringing to life this philosophy. B ut at least with this defined,

we are able to gauge where we have succeeded and where we

have not, giving us the ability to improve, fine-tune and build

a strong brand story over the coming years which speaks with

a single voice.

Our Philosophy

The Highland Coffee philosophy is about combining the

best of the fast paced trend driven modern world with the

traditional charm, comfort and familiarity of yester-year. B y

doing this we hope to present a brand that is always relevant

in rapidly changing times, yet retains some of the familiarity

and comfort of a favorite caf on the corner from ones

reminiscent memories.

East meets West,

modern day traditions


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Below we have outlined how anything Highlands Coffee

should make us (or our customers) feel, what it might make us

think and how it should be put together or made;

Emotional - How it makes me feel

Comforted ; reassurance of traditional, trusted values in a

modern, rapidly changing, and often impersonal, world

authentic, natural, warm, rustic, worn, honest, premium,

fusionist, organic, comfortable and sensible.

Connected ; A feeling of being a part of modern (youth)

society movement / of the modernisation process of Vietnam.

Rational - How it makes me think

I appreciate the extra thought and effort thats gone into

(making) it. This relates to anything from the coffee product

quality the material used for our packaging, individual dcorelements across our outlets, service touches (such as covering

parking costs), uniforms changeovers, choice of food offer etc

Its traditional (familiar) at first glance but has modern attitude.

(Relates to Unique locations, traditional look & feel with

modern music / dj, standard packaging with valve feature, etc

Physical - How its made

Of obvious (but understated) quality. Premium not luxury

Timeless materials, typography & imagery (traditi onally

inspired but not old fashioned). Will not easily date over time,

does not directly following trends.

Handcrafted, hand made feel, takes the best of traditional

ancient arts & crafts and presents them in a modern context.

Bringing our brand

visio to life for or

customers at each

experience level


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Visual identity

The Highlands Coffe e visual identit y has been inspired by our

philosophy. It is made up of two distinct parts. The first we

call the corporate identityand the second the brand identity,

together they make up our visual identity. These terms do

overlap somewhat but our intention is to distinguish between

the parts of the look & feel of Highlands Coffee which are

consistently applied, the foundations of the brand if you like,

and the parts that we allow to be more fluid, to adapt and

change, reflecting or enhancing environmental circumstances.

These changing pa rts we se e as a ki nd of palette of elements

which we are constantly updating and changing to remain

totally relevant, in context and fresh. It is a part of our

philosophy to appear hand crafted, to avoid the rubber

stamp approach seen by a lot of mass produced brands

today. However there does need to be a careful balance struck

between consistency and individualism.

A Sample set of

photos showing our

visual identity


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Logos

Logo symbol.

The logo symbol is t he key identif ying mark of Highlands

Coffee. This has become highly recognizable in the

Vietnamese market and represents everything we are about,

everything we have discussed in our brand philosophy.

It is therefore very important to us that this symbol is treated

with the respect it deserves and is consistently applied

where ever it is seen. Below are some basic specification and

guidelines.

Logo Symbol. The

main identifying mark

of Highlands Coffee

Logo Symbol. May

sit on coloured

backgrounds other

than colours close to

the gold outer ring

Gold Swirl

Inner band

Gold Outer band

Logo type

Clear space

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X


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Logos

Logo Signature.

The logo signature was dev eloped to compliment the

main logo symbol to ensure that it is not overused on to

many elements requiring HLC badging. Where there is

already a main logo symbol branding a space, or piece of

communication and there is still a requirement for additional

badging, then the signature is used.

Logo type.

The logo type is used as part of the signature and next to

the main logo symbol only for large coffee house signage

applications where visibility is critical.

Logo Signature. Can

be used in various

situations to prevent

over bradging of mainlogo symbol

Logo type used

mostly for signage

applications where

greater visibility is

required


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Colour palette

Primary corporate palette.

The primary colour palet te exist s for the corporate identity

part of our visual language - the foundations of our brands

look & feel. T herefore these colours above all others should

be matched to as precisely as possible.

These colours are used in the logo symbols and signatures,

packaging, uniforms and anywhere else where the Highlands

Coffee brand needs to be quickly identifiable

Secondary Extension Palettes

There are a range of other colours available for use for

supporting and extending the primary palette. These should

not be used on their own but within , next to or around the

primary palette

Primary Highlands

Coffee corporate

colour pallette

Secodary colourpallette identified

to support primary

palette

Highlands

Coffee Red

PMS 1805C

Highlands

Coffee Gold

PMS 8005C

Highlands

Coffee White

PMS White

Plumb

PMS 195C

Egg Plant

PMS 5185C


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Type styles

These font s ets have be en chosen to repre sent Highlands

Coffee in most typographic communications.

We have identified 2 font sets.

Odense has been used for the Highlands Coffee Logo Symbol

logo type. Any Odense font may be used for main headings

through to body copy

The Dialog font set has be en identified f or use mainly in body

copy where a cleaner more modern look is required. Please

use in combination with Odense if possible or include the

Odense logo type

There are no par ticular rules on what wei ght or size to use

but just keep it balanced, easy to read and consider the order

of importance of information that the reader needs to take

taking in

ABCDEFGHIJKLMNOP

abcdefghijklmnop

ABCDEFGHIJKLMNOPabcdefghijklmnop

ABCDEFGHIJKLMNOP

abcdefghijklmnop

ABCDEFGHIJKLMNOP

abcdefghijklmnop

Odense Font set is the

main font set used in

the logo types

Dialog font set is used

for blocks of copy and

titling within copy as

seen in this manual


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Tone of voice

The way Highlands coffee talks in pers on or through copy

reflects what a great bunch of people we are aswell. So we try

to be Warm, honest, personal, friendly, confident, welcoming,

young, vibrant and all those great qualities you find in young

companies such as ours

Photography & illustration

Photography

Photographic style is generally very much dependant on the

subject matter and on what you are trying to communicate.

However its worth considering how our philosophy may

relate to photographic style, composition, areas of focus,

background, lighting used etc.

Some examples opposite show how we have taken images of

subject matter in a very up close intimate way, using depth of

field to keep areas of the photograph which arent important

out of focus

Generally Photography should be real and in context,

ie not appearing staged. Use natural warm lighting and

even exposure; no glaring over exposed areas or shadowy

underexposure. Theres no need for colour washes or special

effects, just honest, clean images in rich coffee colour inspired

from the world of coffee

Illustration

Though we have not ust ilised a lot of illustrat ed imagery for

our communication to date certain styles could work very well

where inspired by our philosophy. Hopefully well have many

great examples for inspiration in future issues of this manual

Photography is

generally taken up

close with tight depthof field to create a

very personal one on

one experience with

the subject matter


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Motifs and pattern

There has bee n several graphic devi ces created to f urther

extend visual language of highlands coffee beyond purely the

use of logos and colour.

These can be utilised in many ways within compositions or

overlaid on top of photography to help tell a story or to give

added depth to a composition

The intention was not to have crea te one or t wo motifs which

could then be used everywhere from here on in but as a

starting point for a continual visual exploration of Highlands

Coffee. This may sound a bit high-brow or artsy but in fact

what were saying is that our visual language allows for our

design partners individual creative expressions and styles

keeping the end look broadly within our visual language

and always inspired by our philosophy. This allows for us to

continually be fresh, never stand still, adapt to environments

we are in and have a lot of fun doing new stuff all the time.

Context and relevance

Doing something well with a good reason is what we mean by

being relevant. Beyond just the use of words to try and get

across a message we believe that visual elements should also

all be used for a reason, and ideally to further back up what we

are trying to communicate

Various graphic

enterpretations have

been created using

motifs created from

the swirl


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Motifs and pattern

A few further examples of motifs used to create brand

expressive graphics

Documents

Brand Manual Highlands