The Poli Group is a family-run company established in 1938 when Beniamino and Giuseppe Poli opened a small greengrocer. It is now a successful chain.
It has always focuses on growth and improvement and intends to continue its market success on the long-term, generating the public's recognition and trust in its operations. (for further information see enclosed file Key stages in the Poli Group's growth)
The business strategy focuses on local growth without overlooking national and international distribution system evolution in the attempt to remain competitive and innovative.
1) POLI – Food Channel. We have 3 formats:
- Poli Supermarkets: 48 POS with up to 2,000 square meter surface areas, distributed throughout the Trentino Alto Adige region.
- Iper Poli: a “mega store” with surface area over 2,000 square meters, located in Bolzano
- Mini Poli: we are currently developing a new format to create a Mini Poli line (working title): neighborhood stores to meet "close to home" daily grocery needs.
(see enclosed file Poli Supermarket Logo - IperPoli Logo)
2) REGINA DEPARTMENT STORES – Non-food Channel
- 13 Department Stores, located in the Trentino Alto Adige and Veneto regions (Verona and Cassola). Merchandise sold: men's, women's and children's apparel and underwear, housewares, beauty supplies, office supplies, toys, home entertainment. (see enclosed file Regina Department Store Logo)
Food channel (Poli) brand positioning in terms of image and communications is based on 4 key concepts: quality, convenience, innovation and localization.
While our company is deeply rooted in our host land with an over 50-year old family tradition, we highly focus on modernizing our customer services and product range. A claim that describes us: "Innovation and tradition, two faces of the same coin".
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
We're looking for a new LOGO for the food channel (Poli)
The logo should have 3 different versions, according to the following suffixes:
1 – Poli SUPERMERCATI
2 – Poli IPER
3 – Poli MINI. The MINI brand is not official. Thus alternatives to the MINI suffix should be proposed.
Poli text and graphics should be identical in the three versions; the suffixes 'SUPERMERCATI', 'IPER' AND 'MINI' may vary (for example, by color and/or font) to differentiate the formats.
The new logo should:
- consider Poli's tradition and history as a cherished inheritance, keystone of its image with customers. Thus it is essential that the change is inserted in a reassuring context. Therefore, instead of a revolution, we are looking for an evolution, consistent with what Poli was and is today, even if with its sights set on the future (for further information, see current logo market research abstract);
- be consistent with the coordinated image and communications project guidelines developed for all stores so as not to create discrepancies between the external sign and the store interior (for further information see enclosed file POS ICC project);
- create an across-the-board sign identity for the 3 formats (Poli supermarkets, mega stores and "mini" stores) while still differentiating them;
- clearly include the Supermercato (or Super), Iper and Mini suffixes;
- be easy to position as both a sign and signature for informative material such as leaflets, catalogues, various advertising materials (for further information see enclosed file informative material examples);
- consider architectural application problems on store fronts which highly differ (for further information see enclosed file photographic store front examples);
- synchronize with the REGINA brand on both the sign and informative material level (for further information see enclosed file photographic store front examples and informative material examples) ;
!!!Update as of August 5!!!
Here are some advances on the brief in light of the screening of the proposals. We kindly ask all creators, those chosen and those who would like to post new proposals, to watch carefully.
EVOLUTION OR REVOLUTION?
We evaluated all the proposals and saw that there was more than just a partial modification of the logo but tended to restyle the logo. We gladly considered good proposals that dared to go beyond the old logo but that at the same time stuck to it, are consistent with it and that are traceable to the old logo.
USE OF COLOUR
We'd like to see the use of colours for the different formats, relative to the suffixes, as follows:
- POLI red
- SUPER blue / sky-blue
- HYPER orange
- MINI green
USE OF THE SUFFIXES HYPER - SUPER AND MINI
We would like the suffix to be harmonized with the logo and give immediate information on the size of the format (sale point). Creators can use uppercase and lowercase letters depending on the suffix.
DECLENSION ON SIGNS AND COMMUNICATION MATERIAL
At least one of the proposals for the SUPER and HYPER signs should be packed in a box. Tags should be plain and not overly irregular because this causes adaptation problems on the sides and excessive production costs. All proposals for signs, either placed in boxes or with a tag, should be seen on a picture. At least one viewing of Super Poly should be together with Regina.
We would like to see evidence of the application of all three proposals (Hyper – Super – Mini) on the flyer/loyalty card: Where the Poli logo (without suffixes) lives with Regina on the home page of the internet site
USE OF THE PINWHEEL
The pinwheel could also be replaced, evolving in a similar sign that brings the pinwheel to mind.
!!!The end of update!!!
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
The Poli customer, although included in an extended target concept, typical of food distribution, stands out for some aspects. He tends to be younger than those of Poli's main competitors, is employed and is part of a more open and modern family where shopping is divided by several family members.
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
We want our customers to recognize the new brand and appreciate the renewal that is still consistent with the current image.
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
∞ 人们会想到 / 感觉到的一些事：
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
Customers recognize Poli's net strengths as assortment, fresh produce quality, management efficiency and service innovation.
We offer quality products and services at convenient prices through average-large sized points of sale, efficiently developing the distribution network and furthering complete customer satisfaction.
- Informative material (Balance Sheet, Financial Statements, Various communications);
- Advertising material (Leaflets, Catalogues, Print advertisements, TV commercials, Website …);
- In-house and POS consumption material (bags, staff uniforms, various bags and containers, letter head, business cards …).
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
The use of the coordinated image and communications project color is best: Poli red, pantone 1807C.
The use of the "pinwheel" graphic element, distinctive of the current logo and the entire coordinated store image and communications project, is best. There are no restrictions concerning the color of the current pinwheel (blue) and its graphic position (as the dot on the i).
See enclosed file Poli pinwheel.
We accept JPG and PDF formats for the presentation stage.
!!! Update as of June 18!!!
The winner will be asked to provide professional formats for the following:
• Logo Supermarket Poli, Iper Poli, Mini Poli: both colored and negative version
• Logo display on supermarket front wall
• Logo display on informative materials: Poli Supermarkets and IperPloi flyers
!!! The end of update
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。