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TCHIBOINTERNATIONAL BRAND MANUAL
CEE/SEE
Introduction
As an international company with an unparalleled brand history and a broad range of products, it is of the utmost importance that all brand communications are in line with Tchibos corporate identity. This comprehensive brand manual, to be used in Central Eastern Europe (CEE) as well as South Eastern Europe (SEE), serves as a highly useful instrument to facilitate the process of finding answers to all your questions concerning the brands appearance. A thorough use of this brand manual is not only practical and convenient it will make Tchibos communication even more efficient, internationally coherent, and hence, more successful. It is important to note, however, that at the time of the publishing of this manual, a few key issues e.g. the Tchibo claim, have yet to be finalised. Therefore minor changes and further guidelines should be anticipated in the future. All queries should be directed to either the Tchibo Central Marketing Food Team or the lead agency, as indicated in the flow chart in chapter IV.1.
Introduction
Contents
I. Brand and portfolio positioning I.1 I.2 Brand positioning Portfolio positioning
II. Communication framework II.1 II.2 II.3 II.4 The Tchibo logo The Tchibo claim (work in progress) Colours The coffee and espresso surface
III. Sub-brand specifications III.1 III.2 III.3 III.4 III.5 Tchibo Family Tchibo Gold Selection Tchibo Exclusive Tchibo Exclusive Origins Tchibo Espresso
IV. Communication process IV.1 Project communication flow IV.2 Contact
Contents
I. BRAND and portfolio positioning
I.1 I.2
Brand positioning Portfolio positioning
I.1 BRAND POSITIONING

In a highly competitive market, its necessary to have a unique positioning.
I.1.1 I.1.2
Brand positioning Brand positioning moods
I.1.1 Brand positioning
The Tchibo Food brand positioning expresses what Tchibo coffee as an umbrella brand is essentially all about: a very complex brand with a manifold range of sub-brands. Therefore, it is very important to have a common strategic denominator structuring all sub-brands and providing the basis for every single sub-brand positioning. The common strategic denominator consists of three parts forming the positioning: proposition, differentiator and reason why.
Proposition:
What does Tchibo offer to the consumer?
Tchibo Food Proposition:

Tchibo coffee enjoyment is my uplifting source of inspiration.
Differentiator:
What makes Tchibos offer really unique?
Tchibo Food Differentiator:

Only Tchibo coffee reveals to me all the spirit and positive energy of the country of origin.
Reason Why:
What is the proof that makes Tchibos claim and benefit credible?
Tchibo Food Reason Why:

Every Tchibo coffee comprises Tchibos expertise for coffee selection.
I.1 Brand positioning
I.1.1 Brand positioning
TCHIBO FOOD BRAND POSITIONING



I.1.2 Brand positioning moods

Tchibo Food Proposition: Tchibo Food Proposition:





Tchibo Food Differentiator: Tchibo Food Differentiator:





Tchibo Food Reason Why: Tchibo Food Reason Why:

I.2 portfolio positioning

A perfect portfolio is a blend of variety and uniqueness.
I.2.1 I.2.2 I.2.3 I.2.4 I.2.5 I.2.6
Brand grid Tchibo Family Tchibo Gold Selection Tchibo Exclusive Tchibo Exclusive Origins Tchibo Espresso
I.2.1 Brand grid
Tchibos product portfolio embraces a variety of sub-brands. In order to create a portfolio that is in line with the umbrella brand, all sub-brand positionings are clearly rooted in the brand positioning. The portfolio positioning defines each sub-brand Family, Gold Selection, Exclusive and Exclusive Origins in terms of their brand-related reason why and proposition. Please see the chart on the following page.
I.2 Portfolio positioning
I.2.1 Brand grid
Proposition

Upgrading our pleasant family occasions.
Brightening our little daily coffee moments.
Perfect coffee enjoyment enhancing my mood.
Exquisite and fascinating coffee experience inspiring my senses.
Differentiator

Ultimate selection of the worlds finest single origins lending this 100% Arabica coffee its authentic character.
Selection of the freshest coffee beans. Reason Why
Golden selection of the best beans from leading growing regions.
Superior selection of best beans from the best growing regions in South America.

I.2.2 Tchibo Family
Role within the portfolio: Tchibo Family is the established mainstream brand and volume driver within the Tchibo portfolio. Creative platform: Its time for Family. The creative platform for all Tchibo Family communications is "Its time for Family". This creative platform does not have to appear word for word in all brand communications, but it is the springboard for all creative work and the end message that the consumer should take out. Tonality: The most important values our Family communication should convey is positivity, good family relationships, happiness as well as versatility and flexibility.
Proposition

Differentiator


I.2.3 Tchibo Gold Selection
Role within the portfolio: Tchibo Gold Selection is the cheap freeze-dried and correspondingly vacuum-packed offer, ranging from slightly above market average. Creative platform: My daily Gold. The creative platform for all Tchibo Gold communications is "My daily Gold". This creative platform does not have to appear word for word in all brand communications, but it is the springboard for all creative work and the end message that the consumer should take out. Tonality: Tchibo Gold Selection stands for a golden standard in everyday life and communicates a general zest of life. Please note: it is important to ensure that Gold Selection is perceived as the quality level below Exclusive and Exclusive Origins.
Proposition

Differentiator


I.2.4 Tchibo Exclusive
Role within the portfolio: The premium coffee Tchibo Exclusive is the communication flagship within the Tchibo portfolio. Embodying all quality attributes, it plays the role of an ambassador for the coffee brand Tchibo. Creative platform: Simply mood enhancing. The creative platform for all Tchibo Exclusive communications is "Simply mood enhancing". This creative platform does not have to appear word for word in all brand communications, but it is the springboard for all creative work and the end message that the consumer should take out. Tonality: The tonality of Tchibo Exclusive should communicate highest quality, exclusivity, positivity in the country of consumption and the cheerful spirit of South America, the coffees country of origin. I.2 Portfolio positioning
Proposition

Differentiator


I.2.5 Tchibo Exclusive Origins
Role within the portfolio: Tchibo Exclusive is the high-end single origin coffee product representing Tchibos high demands on ultimate selection, quality and taste. Creative platform: Fascinating coffee experience. The creative platform for all Tchibo Exclusive Origins communications is "Fascinating coffee experience". This creative platform doesn't have to appear word for word but is the end message that the consumer should take out. "100% Arabica" must appear in every brand communication. Tonality: Every brand communication for Tchibo Exclusive Origins must convey the fascination of the respective countries of origin. The tonality represents the incomparable coffee experience, highest quality, expertise, passion and perfect enjoyment. The overall impression of the tonality must awaken curiosity for the various Tchibo Exclusive Origins coffees. I.2 Portfolio positioning
Proposition

Differentiator


I.2.6 Tchibo Espresso
Role within the portfolio: Tchibo Espresso is another strong pillar in Tchibos premium portfolio and exhibits Tchibos expertise in espresso and espresso specialties. Creative platform: A passion for life. The creative platform for all Tchibo Espresso communications is "A passion for life". This creative platform does not have to appear word for word in all brand communications, but it is the springboard for all creative work and the end message that the consumer should take out. Tonality: Tchibo Espresso embodies premium espresso culture at its best, it is passionate, modern and very free-thinking.
II. COMMUNICATION FRAMEWORK
II.1 II.2 II.3 II.4
The Tchibo logo The Tchibo claim (work in progress) Colours The coffee and the espresso surface
II.1 THE TCHIBO LOGO

A logo to a brand is like a signature to a person.
II.1.1 II.1.2 II.1.3 II.1.4 II.1.5 II.1.6 II.1.7 II.1.8 II.1.9 II.1.10 II.1.11
Introduction to the Tchibo logo The Tchibo master logo General rules on using the Tchibo logo Exclusion zone Minimum size All Tchibo logo variants The Tchibo logo background colour The Tchibo logo in body copy or headlines Placement of the Tchibo logo in print The Tchibo logo for TV (work in progress) Promotional tag-ons (work in progress)
II.1.1 Introduction to the Tchibo logo
A logo is the brands philosophy expressed without words. A logo is the key to the brands recognition there is a direct link between the logo and the brand. A logo is a promise for the brands ultimate quality people rely on it. A logo is the representative of the brand a consistently correct appearance gives the representative a strong and credible personality.
II.1 The Tchibo Logo
II.1.2 The Tchibo master logo
This is the Tchibo logo. The Tchibo logo is a trademark composed of the symbol of the golden Tchibo bean always placed above the golden logo type on a Tchibo blue background. The colour gold symbolises the quality of the choicest coffee beans, the exclusivity and the desirability of Tchibo coffee. The symbol of the steaming golden Tchibo bean serves as a visual synonym for guaranteed freshness and the exceptional aroma of Tchibo coffee. The master logo serves as the basis for all further logo variations. The modulated Tchibo logo on a blue background
II.1.3 General rules for using the Tchibo logo

The proportion and positioning of the Tchibo bean to the Tchibo logotype are fixed and cannot be altered. The Tchibo bean always appears above the logotype. The logo must always be on a Tchibo blue background. However, care should be taken to ensure there is enough blue background around the logo so that it does not appear boxed in (see also 1.4 Exclusion zone). If only a limited blue space for the logo is available, the logo should be placed within a blue square as shown above (please see 1.10 Placement of the logo in print). The logo must always appear horizontally, never vertically or at an angle. It must never be distorted, extended or modified in any way. The logo must always be complete, i.e. it must never be bled or cut off. The Tchibo logo must never be overshadowed or used in colours different to the ones specified in this manual. The Tchibo logo must be clearly visible on all communication. The following rule always applies: NEVER TOUCH THE LOGO.
II.1.4 Exclusion zone
x x
To ensure that the brand logo never looks cramped or boxed in, there is an exclusion zone around the logo. Nothing must interfere with the logo in this defined space. The image on the left illustrates this.
x x x x x
II.1.5 Minimum size

The minimum width of the Tchibo lettering is 12x12mm. 12mm The size of the background area varies according to the individual advertising material. However, the logo exclusion is still mandatory. The logo always appears on a Tchibo blue background. If the communication does not have a Tchibo blue background, the Tchibo blue square must be used.
Minimum width: 12mm
II.1.6 All Tchibo logo variants
Modulated 4c logo
This is the main master logo for the brand Tchibo which should always be used. The gold colour of the Tchibo logo is achieved by a colour gradation printed in 4c (yellow-gold with a metallic effect). This 4c logo exists in large (MT_l4c.eps), medium (MT_m4c.eps) and small (MT_s4c.eps). The following logo variants can be used as exceptions: Modulated 4c logo
Modulated black and white logo

The modulated black and white logo is meant for printed materials in black and white in which the logo appears on a dark background. This logo exists in large (MT_Ib.eps), medium (MT_mb.eps) and small (MT_sb.eps).
The modulated black and white logo
Metallic gold Pantone 873

In special cases when printing in 4c is not possible, e.g. on china, the logo may be generated using metallic gold. It must be ensured that the special colour used is PMS: 873. In this manual, the special colour metallic gold cannot be illustrated as this version is only printed in 4c!
The full-colour logo

Should the usage of the modulated 4c logo be impossible, e.g. for technical reasons or for specific outdoor displays, the full-colour logo must be used. Tchibo yellow is the colour of the Tchibo fullcolour logo. Logo and writing are printed in Tchibo yellow and the full-colour logo always appears on a Tchibo blue background.
The full-tone logo
Tchibo yellow:
Pantone: Euroscale: HKS: RAL: 121 c, m, u C: 0% M: 15% Y: 100% K: 0% HKS 4 1021
This 4c logo exists in large (FT_I4c.eps) and small (FT_s4c.eps).
The logo bean and typeface are available as a Photoshop file
II.1.7 The Tchibo logo background colour

Tchibo blue
The modulated logo is a 4c composition (Photoshop file). In special cases when printing in 4c is not possible, e.g. on textile or china, the logo may be generated using special colours, providing the result corre sponds to the binding modulated 4c logo. In 4c printing, the aim is to match the Pantone colour. The Euroscale values can serve as guidelines for this but may need to be varied according to the medium produced. As exceptions the yellow full-tone logo or the metallic gold logo can be used (see II.1.6).
The logo background colour is the Tchibo blue:

Pantone: 2757 c, m, u Euroscale: C: 100% M: 75% Y: 0% K: 45% RAL: 5013
II.1.8 The Tchibo logo in body copy or headlines
In any copy or headline, "Tchibo" should always be written as a word and never take the form of the logo. Tchibo is always written in upper and lower-case letters and is never hyphenated. Example: Tchibo means passion for coffee Tchibo and an associated product name are always printed on the same line and never appear separated. Example: A Tchibo coffee set The names of the coffee variants are never hyphenated. Example: Tchibo Exclusive Composite terms made up of Tchibo, the name of a coffee variant or product and a third component are never hyphenated. Example: Tchibo Exclusive pack
II.1.9 Placement of the Tchibo logo in print
The logo is always positioned on the Tchibo blue background in all above-the-line and below-the-line communications for Tchibo. There are two ways of placing the logo: The Tchibo logo can be placed on a Tchibo blue square in plain colour, as seen in illustration A. A: The blue square It can be positioned on the blue bar, as seen in illustration B. Please see details on the following two pages.
B: The blue bar
The blue square:

The blue square can be placed flush on the bottom or top of the layout as in illustration C and D, but never on the sides. If possible, the logo should be either left or right-aligned at the specified distance from the side, as seen in illustration F. If the format does not allow this, the logo can then be placed in the middle along the top or bottom edge e.g. in illustration E. C: The Tchibo logo on a blue square at top of layout The exclusion zone around the logo is mandatory at all times.
D: The Tchibo logo on a blue square at bottom of layout
E: The logo on this POS wobbler is centred
F: This is how to determine the correct distance of the blue square from the side of the layout II.1 The Tchibo Logo
3x
The blue bar:

The blue bar creates a visual frame facilitating the recognition of the brand Tchibo. In addition to that, it provides a holding form and background for the Tchibo logo and/or copy. The blue bar is always placed at the bottom of the format. The height of the blue bar in illustration G is a tenth of the height of the format. The size of the bar can be varied slightly, depending on the advertising medium, the format and whether, for example, the bar needs to include space for body copy and the packshot as in illustration H. Please make sure that the size of the bar is always large enough to hold the minimum size of the logo and its exclusion zone (see II.1.4 and II.1.5). The blue bar must always be in plain Tchibo blue.
G: The Tchibo logo on the blue bar
Enjoy the South American lust for life with every cup of Tchibo Exclusive.Created with natural freshness, only the best beans and the good mood of its origin, Tchibo Exclusive offers you perfect coffee enjoyment.
H: The Tchibo logo on the blue bar with body copy and packshot
II.1.10 The Tchibo logo for TV
Work in progress
II.1.11 Promotional tag-ons
Work in progress
II.2 THE TCHIBO CLAIM (work in progress)

The choice of the appearance should always perfectly match the occasion.
II.2 The Tchibo claim
Work in progress
II.2 The Tchibo claim
II.3 COLOURS
The worlds oldest language is colour.
II.3.1 General colours II.3.2 Background colours II.3.3 Typography colours
II.3.1 General colours
This is an overview of all Tchibo colours. There are strict regulations defining when and for what purpose each colour is used. There are colours for typography and for backgrounds. All Pantone Matching System (PMS) colours mentioned in this chapter are the only colours to be used for Tchibo. If printing is to be in four colours only, the aim must be to come as close as possible to the PMS colours. The Euroscale values stated are consequently only an approximation and can vary depending on the printing material. There are no variations or exceptions to the colours defined here as the Tchibo colour coding is a major part of the Tchibo CI and the brands visual communication.
II.3 Colours
II.3.2 Background colours
These are the background colours to be used for all ATL and BTL communication. Any background surface visualised within Tchibos communication needs to be designed using the colours defined here. Monochromatic, plain background surfaces should be avoided in order to enhance the exclusivity of the brand. Organic textures as part of the background ensure a more interesting and vivid appearance. The dominant background colour must be one of the three shown below. The textured backgrounds should never look artificial. Pantone: 2757 c, m, u Euroscale: C: 100% M: 75% Y: 0% K: 45% RAL: 5013
Background colour PMS 2757 c, m, u, plain and textured
Pantone: Euroscale: HKS: RAL:
469c C: 0% M: 70% Y: 90% K: 76% HKS 77K 8011
Background colour PMS 469c, plain and textured
Pantone: Euroscale: HKS: RAL:
7407c C: 0% M: 32% Y: 79% K: 16% HKS 71K 1006
Background colour PMS 7407c, plain and textured
II.3 Colours
II.3.3 Typography colours
These are the colours available for all ATL and BTL typography, both for headlines and body copy. White as a typography colour can also be used. Please ensure that all colours used harmonise with the overall image and composition of typography and background in all communications. No more than two typography colours can be used together in order to obtain a clean and premium look. Please make sure that all copy is legible at all times.
Pantone: Euroscale: HKS: RAL: PMS 123c
123c C: 0% M: 22% Y: 90% K: 0% HKS 4K 1003
Pantone: 141c Euroscale: C: 0% M: 18% Y: 76% K: 0% HKS: HKS 1K
PMS 141c Pantone: 2757 c, m, u Euroscale: C: 100% M: 75% Y: 0% K: 45% RAL: 5013
PMS 2757 c, m, u Pantone: Euroscale: HKS: RAL: PMS 469c 469c C: 0% M: 70% Y: 90% K: 76% HKS 77K 8011
II.3 Colours
II.4 THE COFFEE AND ESPRESSO SURFACE

A fresh, hot and steaming cup of coffee a true source of inspiration.
II.4.1 The coffee surface II.4.2 The espresso surface
II.4.1 The coffee surface
The coffee surface should look as appealing and appetising as possible. It is necessary to pay special attention to the depiction of the coffee as it is what the brand is all about. The reference motif beside shows the characteristics of the perfect coffee surface. Its colour should be dark brown. There are always small coffee bubbles on the coffee surface. These foamy bubbles are of a light brown colour and should only be very fine and delicate, not covering too much of the coffees surface. The ideal coffee surface Please note: The perfect coffee surface can be ordered from the lead agency and added to the final image during retouching (please see contact details at back of manual). To further increase the appeal of the coffee, delicious steam should always rise from the Tchibo cup. The steam needs to look authentic and appetising, never artificial. The overall impression of the product must be natural and appealing.
II.4.2 The espresso surface

The perfect espresso surface (crema) shows a slight swirl of appetising, golden creamy foam.
The ideal espresso surface Please note: The perfect espresso surface can be ordered from the lead agency and added to the final image during retouching (please see contact details at back of manual).
II.4 The coffee and espresso surface
III. SUB-BRAND specifications
III.1 III.2 III.3 III.4 III.5
Tchibo Family Tchibo Gold Selection Tchibo Exclusive Tchibo Exclusive Origins Tchibo Espresso
III.1 tchibo Family

The mainstream offer.
III.1.1 Sample print ad III.1.2 Typefaces
III.1.1 Sample print ad
Headline in Interstate Bold Condensed
Which Family type are you?
The packshot is prominently shown
The blue bar with plain background The body copy in Interstate Regular Condensed
Find out and try the new Tchibo Family variants: the full-bodied Intense, the delicate Mild and the well-balanced Classic.
The modulated Tchibo logo
III.1 Tchibo Family
III.1.2 Typefaces
Latin fonts: Interstate Bold Condensed

For headlines, body copy, sentences and capitals.
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Interstate Regular Condensed
abcdefghijklmnop qrstuvwxyz ABCDEFGHIJKLMNOP QRSTUVWXYZ The quick brown fox jumps over the lazy dog.
Cyrillic fonts: Officina Sans Cyrillic

There is no Cyrillic alphabet for Interstate. Officina Sans should be used as a substitute. For headlines, body copy, sentences and capitals.
III.1 Tchibo Family
III.2 Tchibo Gold Selection

The tactical support.
III.2.1 Sample print ad*
The packshot is prominently shown The blue bar with plain background The body copy in Interstate Regular Condensed The modulated Tchibo logo
Only the finest beans from the worlds leading growing regions are used to create this superior, aromatic blend. Indulge in a cup and let the distinctive, full-bodied flavour of Tchibo Gold Selection brighten your day.
*This is a fictional ad to illustrate a possible communication and not available as a key visual.
III.2.2 Typefaces

a b c d e f g h i j k l m n o p qrstuvwxyz A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Interstate Regular Condensed

There is no Cyrillic alphabet for Interstate. Officina Sans should be used as a substitute. For headlines and body copy, both in sentence case and in capitals.
.
III.3 Tchibo Exclusive

The flagship.
Headline in Tchibo Exclusive Bold
Simply mood enhancing.
The blue bar with plain background The modulated Tchibo logo The body copy in Tchibo Exclusive Regular
Enjoy the South American lust for life with every cup of Tchibo Exclusive. Created with natural freshness, only the best beans and the good mood of its origin, Tchibo Exclusive offers you perfect coffee enjoyment.
III.3 Tchibo Exclusive
III.3.2 Typefaces
A new, trademarked corporate font has been designed specifically for Tchibo Exclusive.
Latin fonts: Tchibo Exclusive Bold

abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ The quick brown fox jumps over the lazy dog. Tchibo Exclusive Regular
abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ The quick brown fox jumps over the lazy dog.
Authorised persons can order the Tchibo Exclusive font from Elsner+Flake (see IV.2). The font is available in the following four formats: Macintosh PostScript, Windows PC TrueType, OpenType Std., OpenType ML (Roman, Turkish, central European and Cyrillic). A licensing fee of 35 EUR is required per font format ordered. Please note: When using Tchibo Exclusive Regular, a tracking of +10 should be used when the font size is 9 - 12pt and +12 when it is 6 - 8pt. Minor adjustments are permitted should it be required due to the colours used, the resolution or the type of printing. III.3 Tchibo Exclusive
Cyrillic fonts: Tchibo Exclusive Bold Cyrillic

There is also a Cyrillic alphabet for this font. For headlines and body copy, both in sentence case and in capitals.
. Tchibo Exclusive Regular Cyrillic

Authorised persons can order the Tchibo Exclusive font from Elsner+Flake (see IV.2). The font is available in the following four formats: Macintosh PostScript, Windows PC TrueType, OpenType Std., OpenType ML (Roman, Turkish, central European and Cyrillic). A licensing fee of 35 EUR is required per font format ordered. Please note: When using Tchibo Exclusive Regular, a tracking of +10 should be used when the font size is 9 - 12pt and +12 when it is 6 - 8pt. Minor adjustments are permitted should it be required due to the colours used, the resolution or the type of printing. III.3 Tchibo Exclusive
III.4 Tchibo Exclusive Origins

The fascinating character.
III.4.1 Sample print ad*
The Tchibo logo in blue square
Headline in Tchibo Exclusive Bold The body copy in Tchibo Exclusive Bold
A world of inspiration.
Tchibo Exclusive Origins brings you the finest single origin coffees from the worlds most acclaimed coffee growing countries. Explore new, exotic worlds of taste and aroma when you indulge in an inspiring cup of fullbodied Brazil Mild or gentle Guatemala Medium.
The ideal coffee surface The Tchibo blue cup with the golden logo bean on the front
*Please note that a new master key visual will soon be available.
III.4 Tchibo Exclusive Origins
III.4.2 Typefaces
A new, trademarked corporate font has been designed specifically for Tchibo Exclusive.
Latin fonts: Tchibo Exclusive Bold

abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ The quick brown fox jumps over the lazy dog. Tchibo Exclusive Regular
abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ The quick brown fox jumps over the lazy dog.
Authorised persons can order the Tchibo Exclusive font from Elsner+Flake (see IV.2). The font is available in the following four formats: Macintosh PostScript, Windows PC TrueType, OpenType Std., OpenType ML (Roman, Turkish, central European and Cyrillic). A licensing fee of 35 EUR is required per font format ordered. Please note: When using Tchibo Exclusive Regular, a tracking of +10 should be used when the font size is 9 - 12pt and +12 when it is 6 - 8pt. Minor adjustments are permitted should it be required due to the colours used, the resolution or the type of printing. III.4 Tchibo Exclusive Origins
Cyrillic fonts: Tchibo Exclusive Bold Cyrillic

. Tchibo Exclusive Regular Cyrillic

Authorised persons can order the Tchibo Exclusive font from Elsner+Flake (see IV.2). The font is available in the following four formats: Macintosh PostScript, Windows PC TrueType, OpenType Std., OpenType ML (Roman, Turkish, central European and Cyrillic). A licensing fee of 35 EUR is required per font format ordered. Please note: When using Tchibo Exclusive Regular, a tracking of +10 should be used when the font size is 9 - 12pt and +12 when it is 6 - 8pt. Minor adjustments are permitted should it be required due to the colours used, the resolution or the type of printing. III.4 Tchibo Exclusive Origins
III.5 Tchibo Espresso

Italys passion.
The blue bar with plain background The modulated Tchibo logo The body copy in Interstate Regular Condensed
Enjoy the rich aroma and wonderfully intense flavour of a truly remarkable Espresso. Thanks to the selection of only the finest and freshest beans, once you indulge in a cup you will find yourself as passionate about Espresso as Tchibo is.
III.5.2 Typefaces

a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Interstate Regular Condensed

There is no Cyrillic alphabet for Interstate. Officina Sans should be used as a substitute. For headlines, body copy, sentences and capitals.
IV. Communication process
IV.1 IV.2
Project communication flow Contact
IV.1 PROJECT COMMUNICATION FLOW

One for all all for Tchibo.
IV.1 Project communication flow
Tchibo Central Marketing Food Hamburg
Tchibo Local Marketing Food CEE/SEE countries
The chart on the left defines the communication flow between the central Tchibo office and the international offices and between the central lead agency and the respective partners in the countries. The coordination between Tchibo and its agencies is determined as follows: the lead agency for Tchibo Central Marketing Food in Hamburg develops the central projects that are to be forwarded for adaptation and implementation to the local agencies. The local agencies only communicate with Tchibo Local Marketing Food and are in permanent contact with the lead agency. Tchibo Local Marketing Food can always contact Tchibo Central Marketing Food Hamburg, whatever the issue. Central projects developed for one or more countries are managed by Tchibo Central Marketing Food Hamburg and its lead agency. This applies to: all ATL communication (e.g. equity TV spots, billboards and print ads) portfolio communications deployed in more than one country support of sub-brands All parties are requested to work with this communication model in order to ensure a smooth and professional working process.
central projects
local projects
Scholz & Friends Hamburg
Local agency CEE/SEE countries
IV.1 Project communication flow
IV.2 CONTACT
Good questions deserve good answers.
IV.2 CONTACT
Tchibo GmbH Central Marketing Food berseering 18 22297 Hamburg Germany Phone +49 (0) 40 63 87-0 Fax +49 (0) 40 63 87-2710
SCHOLZ & FRIENDS Hamburg GmbH Account Management Am Sandtorkai 76 20457 Hamburg Germany Phone +49 (0) 37681-0 Fax +49 (0) 40 37681-681 E-mail tchibo.international@s-f.com
Elsner+Flake Type Consulting (For Tchibo Exclusive typeface only.) Winterstrasse 4 22765 Hamburg Germany Phone +49 (0)40 39 80 35 80 Fax +49 (0)40 39 80 35 70 E-mail info@elsner-flake.com http://www.elsner-flake.com
IV.2 Contact

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TCHIBOINTERNATIONAL BRAND MANUAL

IV. Communication process IV.1 Project communication flow IV.2 Contact

I. BRAND and portfolio positioning

Brand positioning Portfolio positioning

I.1 BRAND POSITIONING

Brand positioning Brand positioning moods

I.1.1 Brand positioning

Tchibo Food Proposition:

Tchibo Food Differentiator:

Tchibo Food Reason Why:

I.1 Brand positioning

I.1.1 Brand positioning

TCHIBO FOOD BRAND POSITIONING

Tchibo Food Proposition:

Tchibo Food Differentiator:

Tchibo Food Reason Why:

I.1 Brand positioning

I.1.2 Brand positioning moods

Tchibo Food Proposition:

TCHIBO FOOD BRAND POSITIONING

Tchibo Food Proposition: Tchibo Food Proposition:

Tchibo Food Differentiator:

Tchibo Food Reason Why:

I.2 Brand positioning

I.1.2 Brand positioning moods

Tchibo Food Differentiator:

TCHIBO FOOD BRAND POSITIONING

Tchibo Food Proposition:

Tchibo Food Differentiator: Tchibo Food Differentiator:

Tchibo Food Reason Why:

I.2 Brand positioning

I.1.2 Brand positioning moods

Tchibo Food Reason Why:

TCHIBO FOOD BRAND POSITIONING

Tchibo Food Proposition:

Tchibo Food Differentiator:

Tchibo Food Reason Why: Tchibo Food Reason Why:

I.2 Brand positioning

I.2 portfolio positioning

I.2.1 I.2.2 I.2.3 I.2.4 I.2.5 I.2.6

I.2.1 Brand grid

I.2 Portfolio positioning

I.2.1 Brand grid

Tchibo Food Proposition:

Upgrading our pleasant family occasions.

Brightening our little daily coffee moments.

Perfect coffee enjoyment enhancing my mood.

Exquisite and fascinating coffee experience inspiring my senses.

Tchibo Food Differentiator:

Selection of the freshest coffee beans. Reason Why

Golden selection of the best beans from leading growing regions.

Tchibo Food Reason Why:

I.2 Portfolio positioning

I.2.2 Tchibo Family

Tchibo Food Proposition:

Upgrading our pleasant family occasions.

Brightening our little daily coffee moments.

Perfect coffee enjoyment enhancing my mood.

Exquisite and fascinating coffee experience inspiring my senses.

Tchibo Food Differentiator:

Selection of the freshest coffee beans. Reason Why

Golden selection of the best beans from leading growing regions.

Tchibo Food Reason Why: