APPENDIX M-2 BRAND IDENTITY GUIDE (Continued 6) PLCB RFP #20150706 APPENDIX M-1, GENERAL BRAND IDENTITY GUIDE
*Winemaker s notes Steve Pollack, wine buyer for the Chairman s Selection program Code 33129 *Winemaker s Notes Code 16958 (750 ml) Code 16958 Luxury Supplies Last (750 ml) Codes 7648, 7650 Sale Dates: October 27, 2014 - November 30, 2014 For holiday entertaining tips and gift-giving ideas, visit us at FineWineAndGoodSpirits.com. #FWGScheer Merchandising This section of the brand manual is a guide to using each type of merchandising element and which size to use, depending on its placement. Product Signage Themes Signage is designed in multiple themes to suit every product status and selling occasion. Their bold respective colors make them distinct from one another while they share a consistent graphic composition. The themes include the following: Chairman s Advantage Purple header. Used exclusively for the Chairman s Advantage program Chairman s Advantage Great Wines Under $10. Santa Julia 1L Innovación Malbec-Tempranillo Mendoza, Argentina 2011 Quoted at $11.99* You save $5.00 Plum, cherry and blackberry aromas with some spicy touch. Flavor: Silky entry at the palate, great structure with soft tannins and long finish. Aromas of soft red and black fruits, cherry, blackberry with hints of plum spice. Juicy and light with balanced acids and oak nuances. A perfect match for pizza, pork barbecue or grilled sausage. Type/color Red Grape Variety/Blend Malbec, Tempranillo Chairman s Selection Geyeser Peak Reserve Alexandre Meritage $17.99 Alexander Valley 2005 Quoted at $50.00* You save $32.01 Shows a velvety soft texture and immediate, easy to like flavors of blackberries, chocolate and cedar. The balance of acidity, alcohol and tannins suggests aging possibilities. Best now through 2011 before the fruit goes. 87 Points Wine Enthusiast, August 1, 2009 A stylishly polished wine, Reserve Alexandre displays balance between concentration and refinement. A core of blackberry jam, fine cherry and rich mocha is surrounded by more subtle nuances of dark chocolate, smoky-mint and vanilla cream. Type Body Red Varietal Cabernet Sauvignon - 68% Petit Verdot - 4% Sweetness Merlot - 18% Cabernet Franc - 1% Malbec - 9% Check it out! Whitehall Lane Chardonnay Carneros 2007 $18.99 While $4.00 Chairman s Selection Copper brown header. Used exclusively for the Chairman s Selection program Check it out! Dark brown header. Used freely for luxury merchandising and listed one-time buys Clearance Royal blue header. Used exclusively when regular prices have been permanently reduced Happier Holidays Ribbon logo header. Used exclusively for November and December promotional items including gift packs New Green header. Used for up to two sale periods for any recently listed item you received CHECK IT OUT This well-balanced Chardonnay has aromas and flavors of pear, honey, tropical fruit and toasty oak. It has a very long, flavorful finish that lingers. 91 Points Wine Spectator, June 30, 2009 Clearance Select Clearance Wines California 2007 CLEARANCE Grab it before it s gone! Sterling Vintner s Collection wines Cabernet Sauvignon & Merlot $12.99 $3.00 Organic Yellow header. Used exclusively for all items with certified organic labeling Sale Red headers and orange headers for alternating sale periods. Used exclusively for items featuring a temporarily discounted regular price Special Programs There are separate, monthly promotions for which stackout and end-cap display and pricing materials go to smaller, program-specific distributions. All stores may receive limited materials for certain items to complement these programs, along with instructions for display. All these materials are designed in creative, new, category- or brand-specific themes each month. These promotional signs are not optional if you receive them, you must use them as instructed Staff Pick Gray header. Used freely for any items you choose to highlight when no other theme applies. Make sure you are knowledgeable about the Staff Pick selections New NEW Another great product for you to try! Organic OMMT Clean & Green ORGANIC Sale Sale Staff Pick SALE Select Jacob s Creek Wines Carneros 2007 SALE Sale DateS: June 6 - July 3 Cupcake Chardonnay $11.99 STAFF PICK (rev. Spring 2015) 4-1
Product Signage Formats Each theme takes the form of one or more sizes of signage according to how products of a certain type are likely to be merchandised. 11 x15 sign Used on case stack-outs. Arrives preprinted only. Chairman s Selection, Sale and one-time buy Check it out! themes only 7 x5.5 shelftalker Used on aisle shelving only. Arrives preprinted only. Chairman s Selection theme only 8.5 x11 sign Used on end-cap shelves, larger tabletop displays and as store-made case stack-out signs if necessary. Arrives preprinted in stores with end-cap shelves. Blank stock available in every theme 3.5 x4 card/shelftalker Used on aisle shelving and on smaller tabletop or rack displays. Blank stock sheets of six available in Celebrate!, Check it out!, Clearance and Staff Pick themes Hanging shelftalker Used on aisle shelving only by inserting the perforated tabs behind bin tickets. Non-product specific pieces available in Chairman s Selection, Clearance, Kosher, New and Organic themes Cold box ticket Used on top of bin tickets in cold boxes only. Blank pieces available in Sale theme only Displaying Product Signage Correctly Special Programs Each monthly program comprises its own assortment of shelftalkers, pricers, case cards and take-ones. Certain signage is produced in the Graphic Arts Division and mailed to stores. This is typically limited to: Preprinted Regular monthly sales Chairman s Selection One-time buys Special Programs (rev. Fall 2013) 4-2
Store-made Anything put on display throughout the store or highlighted at its regular shelf position must have brand-consistent signage whether preprinted or not. There are three permissible methods to create signage you need. PDFs You will be notified of any PDFs available on the network G drive. These overprints are the black product content on a white background so you can use themed blank 8.5 x11 signs or sheets of six 3.5 x4 card/shelftalkers in your printer Word Templates In G:\Product Sign Templates there are documents preformatted as 8.5 x11 and sheet-ofsix 3.5 x4 signage into which you enter your own product content and print on themed blank stock. There are templates for products with and without discounted pricing, and templates with and without descriptive reviews. Handwriting Handwriting is necessary on Clearance hanging shelftalkers and Sale cold box tickets. Use only the black Sharpie marker. Handwriting is to be avoided elsewhere? Remember When creating your own signage, observe consistent style for bottle sizes. Pay attention to spacing, decimal and digit usage, and uppercase and lowercase usage in these common examples: 50 ml 750 ml 1 L 1.5 L 1.75 L 5 L 4-187 ml (rev. Spring 2015) 4-3
Product Sign Hardware Four different frames can be used to display various pieces of signage: T-Stands (Small) Used with any 3.5 x4 card/shelftalker on a level surface T-Stands (Large) Used with any 8.5 x11 sign on a level surface Shelftalker Holders (Small) Used with any 3.5 x4 card/shelftalker on shelving. Snaps into shelving on top of the bin ticket and bends forward when the bin ticket must be viewed or scanned Shelftalker Holders (Large) Used with Chairman s Selection and special programs 7 x5.5 shelftalkers on shelving. Snaps into shelving on top of the bin ticket and bends forward when the bin ticket must be viewed or scanned Free Tastings Program For participating stores, there is an additional Free Tastings signage theme in an 8.5 x11 format and as a sheet of handouts. Word templates are found in G:\Product Sign Templates. Other Product Messaging Additional material for all stores to display on the shelf, where applicable, includes: This item is temporarily out of stock tent Please visit the customer service area for this item tent Available chilled hanging shelftalker Vendor Merchandising Some of our vendors might provide promotional materials to be displayed with their products. You must observe these new guidelines for allowing such materials in your store: Vendors are permitted to hand out materials that promote a product being tasted in your store but only for the duration of the tasting event. They are permitted to place tear pads, bottle neckers and QR-code shelftalkers only if those materials promote coupons, recipes, contests or consumer-relevant educational content such as tasting notes, pairing suggestions or awards. Absolutely prohibited are materials that only contain a logo or image, slogan, tagline, call to purchase, etc. Vendor materials clipped into the shelf channel cannot be wider than the facing of the product and cannot cover up bin tickets or other FWGS marketing materials already in place. No longer allowed are mass holiday display pieces like free-standing structures or pole toppers. If you are participating in a November or December special program, you will receive seasonally relevant display materials from us in cooperation with the vendors. (rev. Spring 2015) 4-4