Brand Guidelines - Boutique

Brand Guidelines Manual BOUTIQUE

Brand Guidelines Manual, Boutique

Bateel

Welcome to the Bateel Boutique Brand Guidelines manual. This document will explain how to construct communications that are visually consistent, effective and above all – clearly distinctive of our brand. We have illustrated each individual element of our brand, outlined guides on application and shown how to bring it to life using our carefully crafted range of brand assets.

INTRODUCTION

Bateel

Brand Guidelines Manual, Boutique

CONTENTS

ABOUT BATEEL

BRAND IDENTITY

44 TONE OF VOICE 45 Introduction 46 Our tone of voice 47 Our language 48 Corporate descriptor 49 Boutique descriptor 50 Boutique sample stories

5 6 7 8 9

About us Our values

11 Introduction 12 Boutique personality 13 Logo 14 Logo proportion 15 Logo clearance space 16 Logo do's & don'ts 17 Logo positioning 18 Logo sizing 19 Colour palette 20 Paper stocks & finishes

Mission, vision & values

Brand architecture

21 Logo colour 22 Logo finishes

23 Typography: Latin fonts 24 Typography: Arabic fonts

25 Typography: ticketing, one line 26 Typography: ticketing, two lines 27 Typography: product story 28 Tagline: colour 29 Tagline: clearance guide 30 Tagline: sign-off application 31 Art direction: date story 32 Art direction: product story 33 Existing photography 34 Pattern 36 Henna pattern: structure 37 Henna pattern: setting out 38 The Henna motif 39 Henna motif: clearance space 40 Henna motif: colour variations 41 Henna motif: sizing 42 Henna motif: positioning 43 Henna motif: do's & don'ts

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Brand Guidelines Manual, Boutique

CONTENTS

COLLATERAL

66 UNIFORMS 67 Female sales associate 68 Male sales associate 69 Female manager 70 Male manager 71 Grooming standards PACKAGING 73 Date gift box: small 74 Date gift box: medium 72 75 Date gift box: large 76 Ballotin box: 100mm 77 Ballotin boxes overview

86 POINT OF SALE 87 POS holders overview 88 Price ticketing 89 Price ticketing grid 90 Price ticket holder 91 Shelf talker 92 Shelf talker grid 93 Shelf talker holder 94 Counter promo

53 STATIONERY 54 Business card: grid

55 Business card: dual language 56 Business card: English only 57 Business card: Arabic only 58 Letterhead: grid 59 Letterhead: design 60 Compliments slip 60 Email signature 62 Powerpoint template: cover 63 Powerpoint template: divider page 64 Powerpoint template: content page 65 Powerpoint template: content page with images

95 PRODUCT STORYTELLING 96 Product talker: option one 99 Product talker: option two 101 Product talker graphics grid 102 Digital storytelling 103 SIGNAGE APPLICATION 104 Fasçia signage: bronze logo fixed to glass 105 Fasçia signage: white logo on bronze background 106 Counter back wall

78 Carry bags 79 Tissue paper 80 Henna sticker

CUSTOMER ITEMS

82 Receipt holder 83 Gift voucher 84 Customer feedback form 85 Receipt

107 CONTACT

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1 .Understanding our Brand The about us section provides key information regarding the strategy, messaging and values that drive us as a company. 2.Our Brand Identity The brand identity section is an overview of all aspects of our visual language. It is imperative that these assets are used correctly. 3. Application Our brand assets are designed to be applied across a range of visual tools and applications. When used correctly, the brand identity should appear clear and consistent across all touchpoints.

HOW TO USE THIS DOCUMENT

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About Bateel

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Bateel is a gourmet food business with a distinct difference. As both a cultivator and curator of fine food, Bateel travels the world to bring exceptional experiences to an appreciative audience. Our aim is to delight and educate, through a culinary journey of discovery.

ABOUT US

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Quality Bateel has one quality only. The finest. Authenticity We have the know-how to source the most exceptional ingredients from around the world. Innovation As inventors and cultivators of the world’s only gourmet date, we are pioneers. And we have been innovating ever since. Integrity We strive to do the right thing. Every time.

OUR VALUES

Our values are a set of beliefs that we hold dear. They serve as our behavioural compass. We have one set of values across our Company, Boutiques and Cafés.

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Vision Distinctly Different. Mission To delight and educate the world through a culinary journey of discovery. Values Innovation. Quality. Authenticity. Integrity.

Our Mantra Discover the Difference.

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OUR BRAND ARCHITECTURE

A Branded House Brand architecture that reflects our USP

Bateel is a Branded House. Given that all products and services are centrally branded, recognition and customer loyalty tend to bubble up to the parent company. In turn, this creates a stronger customer relationship that extends beyond the value of the product, but to an elevated respect for the inherent values of the company. This can equate to greater trust and an easier sell of new or related products, even extensions.

BATEEL INTERNATIONAL LLC

BOUTIQUE

CAFÉ BATEEL

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Boutique Brand Identity

Brand Identity

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The following pages outline a few simple rules about the Boutique brand identity. Please take your time to understand how it is applied so that it will always appear in a clear and consistent way.

IN THE SECTION Personality Logo Colour Typography Art Direction Pattern The Henna Motif

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A warm Arabian welcome. Exceptional service. An educational journey. A culinary experience like no other. A real sense of discovery. These are the emotions our personality evoke in our customers when experiencing our boutiques. And we want them to leave inspired and as well informed as they wish to be - with a reinvigorated passion for the finer things in life. It is an invitation to experience the exceptional.

BOUTIQUE PERSONALITY

Our Mission An Invitation to Experience the Exceptional.

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OUR LOGO

Our logo is the most important element of our visual identity. It is the visual embodiment of the our brand that people instantly come to recognise and associate with excellence. We use the Bateel core logo for our Corporate and Boutique brand identity and it should be used in all cases for collateral, communications and packaging – there are no exceptions.

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LOGO: PROPORTION

Our logo has been crafted with a primary focus on Arabic and smaller proportion of the English translation. We ask you not to de-construct, change or modify any elements in our logo, all parts and proportion have been carefully considered.

ARABIC

LOGO

ENGLISH

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LOGO: CLEARANCE SPACE

1 Signage Application

We have defined an exclusion zone that stops other graphic elements interfering with the Bateel logo. To ensure that the logo is always seen clearly across all material, we have defined two versions of clearance space, one for signage and the other for printed and marketing collateral.

We have identified the space between the two elements as the clearance zone for signage. This guide ensures that maximum space is utilised on a store front. 2 Printed Collateral Application To ensure ample space around the logo for printed collateral, we have used the height of the Arabic motif as the x-height for clearance.

Height of Arabic text used as rule for x-height.

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LOGO: DO’S & DON’TS

It is crucial that our brand appears in the correct manner, all the time. When applying the Bateel logo, the following rules should be adhered to at all times. Below are some examples of correct and incorrect application of the logo. Please follow them as a general guide.

1 DO use the correct colour variations of the logo.

2 DO use the correct finish variations of the logo. 3 DO use the correct finish variations of the logo. 4 DO place the white logo over clear photographic backgrounds. 5 DO use a black logo for items such as receipts.

1 DO NOT modify the logo, or alter proportions in any way.

2 DO NOT lock the tagline with the logo.

3 DO NOT alter the colour of the logo in any way. 4 DO NOT place the dark brown logo over colour photography. 5 DO NOT position the logo over busy photography.

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LOGO: POSITIONING

1 Stationery & Communications Bateel logo to be positioned in corners in letterhead and compliment slips, centre in business card. 2 Packaging Primary application for packaging, Bateel logo can be positioned in centre.

The primary positioning of the Bateel logo for communications is in the top-right, or bottom-right corner. For smaller formats, such as business cards, the logo can be positioned centrally. This principle can also be applied for packaging.

For formats smaller than A5 (e.g. business cards), the logo can be positioned centrally.

Packaging formats can adopt a centred principle for logo positioning.

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LOGO: SIZING

The logo must always be easily distinguished and appear clear and consistent. As long as the clearance space rule is adhered, the logo can be used as large as desired. We have set a minimum size of 12mm.

Logo height

45mm

30mm

25mm

17mm

15mm

12mm

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COLOUR PALETTE

Our Boutique colour palette is refined, pared-back and tonal. This spectrum should be used across Boutique collateral, main brand messaging, packaging and communications.

1 Brown Pantone 462 2 Beige Pantone 4545 3 Light Beige Pantone 4545 50% tint

Process Colour

Brown C 30 M 41 Y 86 K 46

Beige C 4 M 5 Y 31 K 4

70%

80%

90%

100%

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PAPER STOCKS, TEXTURES & FINISHES

We use a range of textures and finishes to add a controlled level of opulence. Our paper stocks are tactile, yet clean and evoke a luxurious feel. We use a light gold foil finish for logo and text.

POINT OF SALE

ADDITIONAL PACKAGING TEXTURES

1 Textured Stock Beckett Cambric Arctic 2 Ticketing Accent Smooth Natural 3 Coloured Stock Colorplan Bagdad Brown

4 Gold Foil Foilco 6128 5 Embossing Buckram

6 Gold Substrate Gmund Treasury History

NOTE: Whenever printers are unable to supply the above paper stocks, please substitute with similar.

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LOGO COLOURS

Below is an overview of correct colour variations for the Bateel logo. Depending on the type of collateral, the logo can be manifested as a gold foil, or simply as beige, or dark brown.

1 Gold foil logo on brown background. 2 Beige logo on brown background. 3 Gold foil logo on white background. 4 Brown logo on white background.

Primary logo colour

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LOGO FINISHES

Below is an overview of correct colour variations for the Bateel logo. Depending on the type of collateral, the logo can be manifested as a gold foil, or simply as beige, or dark brown.

The logo can be applied as a textured emboss on either a dark brown, or light background. This application can be used to achieve a more prestigious, premium feel, particularly for stationery or packaging.

1 Gold foil logo on dark brown background.

2 Gold foil logo on white background.

3 Blind embossed logo on textured paper stock. 4 Blind embossed logo on gold finish surface.

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TYPOGRAPHY: LATIN FONTS

For Latin text, we use a combination of Romain and Brown. You must ensure you own a legitimate copy and licence for each font prior to using them.

Typography is a powerful tool in the development of a creative identity. Using our typefaces consistently, across both languages, makes us recognisable.

Aa Bb Cc Lorem ipsum dolor sit amet, consectetur adipiscing elit. 1

1 Headline Romain Headline Regular

Sub-Header & Statement Paragraph Romain Headline Regular

2 Bodycopy Brown Light & Regular

3 Tagline Brown Light

Lorem ipsum dolor sit amet, consectetur dolore adipiscing elit, sed et eiusmod tempor incididunt labore dolore.

LOREM IPSUM DOLOR SIT AMET Lorem ipsum dolor amet, consectetur dolore adipiscing elit, sed et eiusmod tempor incididunt labore dolore.

NOTE Fonts available for purchase: Romain https://www.swisstypefaces. com/fonts/romain/ Brown https://lineto.com/The%20 Fonts/Font%20Categories/ Text%20Fonts/Brown/

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TYPOGRAPHY: ARABIC FONTS

For Arabic text, we use a combination of Simplified Arabic and Dinar Light. You must ensure that you own a legitimate copy and licence of each font prior to using them.

أبجد هوز دولور الجلوس امات أبجد هوز دولور الجلوس امات أبجد أبجد هوز دولور الجلوس امات أأ ب ب نسخة أبجد هوز دولور الجلوس امات أبجد دولور الجلوس امات

1 Headlines Simplified Arabic Licence from fonts.com 2 Body copy Simplified Arabic Licence from fonts.com

3 Tagline GE Dinar One Licence from boutrosfonts.com

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TYPOGRAPHY: TICKETING, ONE LINE

We use a combination of cuts from the typographic palette to add a controlled level of variety and flexibility. Our typography style is clean, clear and sophisticated.

1 Product Name Romain Headline Regular

2 Product Detail Brown Regular

3 Price Brown Light

Khidiri with Lemon Peel

WRAPPED, PER KG

1 65

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TYPOGRAPHY: TICKETING, TWO LINES

We use a combination of cuts from the typographic palette to add a controlled level of variety and flexibility. Our typography style is clean, clear and sophisticated.

1 Product Name Romain Headline Regular

2 Product Detail Brown Regular

3 Price Brown Light

Khidri with Caramelised Almond

WRAPPED, PER KG

1 65

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TYPOGRAPHY: PRODUCT STORY

Product Story Romain Headline Regular

Tagline Brown Light

Coloured Stock Colorplan Bagdad Brown

Gold Foil Foilco 6128

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TAGLINE: COLOUR

Our tagline acts as our company mantra. We use it as a sign-off for brand stories, as an invitation to the customer to experience the brand first-hand.

1 Gold foil logo on brown background 2 Gold foil logo on white background 3 Brown logo on white background, Pantone 462

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TAGLINE: CLEARANCE GUIDE

The tagline should be used sparingly and requires its own space to communicate clearly. Below is a simple guide illustrating the correct clearance space.

200% 100%

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TAGLINE: SIGN-OFF APPLICATION

When used as a sign-off for a brand message, or story, the tagline can be combined with a simple border device to apply emphasis. It is imperative that the clearance space is used in combination with the border device.

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ART DIRECTION: STORY OF THE BATEEL DATE

NOTE PHOTOGRAPHY EXAMPLES SHOWN ARE FOR INDICATIVE PURPOSES AND SHOULD NOT BE USED.

We use an art direction style that clearly illustrates the story and provenance of our dates and key products for Boutique. Below are examples of art direction. Used small-scale on supporting display for product, or as a guideline for video content.

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ART DIRECTION: KEY PRODUCT STORIES

NOTE PHOTOGRAPHY EXAMPLES SHOWN ARE FOR INDICATIVE PURPOSES AND SHOULD NOT BE USED.

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EXISTING PHOTOGRAPHY

Here is an overview of our existing photography for Boutique. These images can be used as content for panels above banquette seating and wall frames. Imagery should always be used as full colour to communicate the rich nature of the origin of our products.

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PATTERN

We have developed a method of applying pattern by using an architectural and layered principle, rather than standard flat graphic application. The modern geometric language echoes traditional Arabic patterns, yet crafted in a contemporary manner. Pattern can be used as a texture for tissue paper in conjunction with packaging to add an extra layer of intrigue and opulence.

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PATTERN

The modern geometric language echoes traditional Arabic patterns, yet crafted in a contemporary manner. Pattern can be used as a feature in stores or similarly as a special finish detail for packaging.

We have developed a method of applying pattern by using an architectural and layered principle, rather than standard flat graphic application.

1 Single pattern.

2 Layered, multi-pattern use.

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HENNA PATTERN

The Henna pattern is used large-scale on our back wall of Boutique counters for a unique and elegant feel. It is applied in an asymmetrical manner, with the centre of the pattern positioned to the left of the artboard.

3M Frosted Gold Crystal Film Code: 7725-331

To match Pantone 4545

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HENNA PATTERN

The pattern must be applied in an asymmetrical manner, always with the middle of the pattern positioned to the left of centre.

The Henna pattern is applied as a gold frosted film to the counter back wall and comprises of two varying ticknesses of line weights – 7mm and 5mm.

5mm line width

7mm line width

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THE HENNA MOTIF

Our Henna motif is unique to our brand. It is used as a standalone marque of quality on all of our products and is a symbol of Bateel’s integrity, and heritage. The Henna motif acts as our crest, a signature that represents fertility – the pure soil that is our fertile land of our date groves in Al Ghat. Wherever the motif is seen it is recognised as a marque of excellence in cultivating clean, fine food. The circular form represents continuity. Our never- ending quest for perfection and to delight and educate the world through a culinary journey.

The Henna motif is a visual representation of our brand values: Quality Innovation Authenticity Integrity

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HENNA MOTIF: CLEARANCE SPACE

We have defined an exclusion zone that stops other graphic elements interfering with the Henna motif. The clearance space is calculated as 50% of the width of the Henna motif.

50%

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HENNA MOTIF: COLOUR VARIATIONS

Below is an overview of correct colour variations for the Henna motif. Depending on the type of collateral, the Henna motif can be manifested as a gold foil, or simply as blind emboss.

The Henna motif can be applied as a textured emboss on either a dark brown, or light background. This application can be used to achieve a more prestigious, premium feel, notably for stationery or packaging.

1 Gold foil Henna motif on brown background. 2 Clear gloss on brown background. 3 Gold foil Henna motif on white background. 4 Clear gloss on white background.

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HENNA MOTIF: SIZING

For gold foiling, or embossing, we have determined a minimum size of 32mm. This is to ensure that the Henna motif appears clear, with every intricate detail registered.

The Henna motif must always be easily distinguished and appear clear and consistent. As long as the clearance space rule is adhered, the logo can be used as large as desired. We have set a minimum printed size of 20mm.

Logo size

60mm

50mm

40mm

32mm Minimum size for foiling and embossing.

30mm

25mm

20mm Printed minimum size.

20mm

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HENNA MOTIF: POSITIONING

1 Stationery & Communications Henna motif centred. 2 Packaging Henna motif can be positioned in the centre of the artboard.

The primary positioning of the Henna motif should followed a centred principle.

Packaging formats can adopt a centred principle for logo positioning.

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HENNA MOTIF: DO’S AND DON’TS

It is crucial that our the Henna motif appears in the correct manner, all the time. When applying the motif the following rules should be adhered. Below are some examples of correct and incorrect application.

DO use the correct colour variations of the logo.

DO NOT modify the Henna motif, crop, or alter its proportions in any way.

DO NOT lock the Bateel logo with the Henna motif.

DO NOT place the Henna motif over photography.

DO NOT alter the colour of the Henna motif in any way.

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Boutique Tone of Voice

Tone of Voice

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We communicate in three ways; the way we look, the way we sound and the way we behave. Language Matters As well as our visual identity, which includes our logo, colours and typography, our verbal identity is a crucial part of who we are and how we connect with our people, our business partners and our customers. It comprises our tone of voice, our stories and our names.

The more consistent we are, the more likely it is that people will understand what makes us unique.

IN THE SECTION Our Tone of Voice Our Language

Corporate Descriptor Boutique Descriptor Boutique Sample Stories

Consistency is everything The way we express ourselves has to be joined up and consistent so that people admire, respect and, crucially, trust us. So we need a strong verbal identity that we all understand and know how to use.

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OUR TONE OF VOICE

Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our values, experiences and aspirations, how we say it is informed by our personality. We have been through a rigorous process to define our unique qualities. We have distilled these into a vision, mission and values for our Company. Our Boutiques and Cafés share the same vision, values and mantra as Bateel International, but have their own mission statements.

Distinctly Different.

OUR VISION

OUR MISSION

OUR VALUES

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Bateel’s language is sophisticated and simple, and grammatically correct. We do not use ‘tongue twisters’, extra long words or derogatory statements to get our point across.

We do not use abbreviations or shorteners in our written language, such as ‘don’t’ or ‘we’re’. Instead we use ‘do not’ and ‘we are’. And we never ever use ‘slang’ or ‘text speak’, regardless of the medium we are using.

OUR LANGUAGE

How we communicate. We are always professional, displaying a warm sense of Arabian hospitality. Authoritative in our knowledge yet approachable. Confident but never arrogant. Honest and transparent. Sophisticated yet friendly.

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Bateel is a gourmet food business with a distinct difference. As both a cultivator and curator of fine food, Bateel travels the world to bring exceptional experiences to an appreciative audience. Bateel aims to delight and educate, through a culinary journey of discovery.

CORPORATE DESCRIPTOR

This is how we describe Bateel International. It is a short paragraph to summarise who we are. You can use this description everywhere, from our website to social media, for recruitment purposes and to brief PR agencies.

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BOUTIQUE DESCRIPTOR

This is how we describe Bateel Boutiques. It is a short paragraph to summarise who we are and what we do.

You can use this description everywhere, from our website to social media, for recruitment purposes and to brief PR agencies.

The Bateel boutique offers a distinctly different experience. Renowned for inventing and cultivating the world’s only gourmet dates, today it is the ultimate indulgence and gifting destination. From our authentic dates and exquisite chocolates, pralines and truffles, to our other exclusive fine food products - it is an invitation to experience the exceptional.

Sophisticated Luxurious Inspirational Knowledgeable Elegant Passionate Exceptional Confident

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BOUTIQUE SAMPLE STORIES

• Our passion for cultivating and curating fine food. • Educating our customers on the benefits and artistry behind our delicacies.

• Celebrating the art of gifting and indulgence. • Our culinary journey to create and discover new gourmet products.

Sophisticated Luxurious Inspirational Knowledgeable Elegant Passionate Exceptional Confident

Nutrition Our gourmet dates have a greater concentration of antioxidants per serving size than any other fresh fruit.

Better for You Only the finest fresh ingredients make it into a Bateel chocolate. That means less sugar, and more cocoa.

Ethics Discover our sustainable cocoa growing community in Ghana. Our chocolate is 100% Fair Trade and fully traceable. That is the Bateel difference.

DISCOVER THE DIFFERENCE

Clean Food The first time a Bateel date is touched by a human hand is when you choose to indulge in it.

Indulgence Pure cocoa butter infuses our pralines, truffles and ganaches - all hand made by Bateel chocolatiers - which gives our chocolates their delicate texture, authentic aroma and rich taste.

DISCOVER THE DIFFERENCE

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Boutique Collateral

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In this section, we have illustrated how the Boutique brand elements can be bought to life across a variety of collateral items and touchpoints.

IN THE SECTION Stationery Uniforms Packaging Customer Items Point of Sale Product Storytelling Signage Application

Collateral

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Stationery Boutique stationery is refined, with a sophisticated and understated feel. Reliant on tactile materials and opulent finishes, the family of elements is consistent and confident.

Collateral: Stationery

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BUSINESS CARD: GRID

7mm

DIMENSIONS 90mm (H) × 55mm (W)

FONTS USED

Name Romain Headline Regular Size: 8pt Tracking: 0 Title Brown Regular Size: 5.5pt Tracking: 160/1000em Contact Details Brown Light Size: 5.5pt Tracking: 200/1000em Leading: 7pt

12mm

7mm

Employee Name JOB TITLE

2mm Employee Name JOB TITLE

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634 Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 M +971 0 123 4567 ataatmar@bateel.com www.bateel.com

2mm T +971 4 885 8737 F +971 4 885 8738 M +971 0 123 4567 ataatmar@bateel.com www.bateel.com 2mm Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634 Dubai, U.A.E

7mm

Collateral: Stationery

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BUSINESS CARD: DUAL LANGUAGE

DIMENSIONS 90mm (H) × 55mm (W)

SPECIAL FINISHES Gold gilt-edge

Gold Foil Foilco 6128

MATERIALS

Front Colorplan Bagdad Brown 300gsm

Back Beckett Cambric Arctic 300gsm

Logo Gold foiled & embossed on front

PRINTING

Brown Pantone 462 Beige Pantone 4545

Employee Name JOB TITLE

Gold Foil Foilco 6128

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634 Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 M +971 0 123 4567 ataatmar@bateel.com www.bateel.com

Collateral: Stationery

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BUSINESS CARD: ENGLISH ONLY

DIMENSIONS 90mm (H) × 55mm (W)

SPECIAL FINISHES Gold gilt-edge

Gold Foil Foilco 6128

MATERIALS

Front Colorplan Bagdad Brown 300gsm

Back Beckett Cambric Arctic 300gsm

Logo Gold foiled & embossed on front

PRINTING

Brown Pantone 462 Beige Pantone 4545

Employee Name JOB TITLE

Gold Foil Foilco 6128

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634 Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 M +971 0 123 4567 ataatmar@bateel.com www.bateel.com

Collateral: Stationery

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BUSINESS CARD: ARABIC ONLY

DIMENSIONS 90mm (H) × 55mm (W)

SPECIAL FINISHES Gold gilt-edge

Gold Foil Foilco 6128

MATERIALS

Front Colorplan Bagdad Brown 300gsm

Back Beckett Cambric Arctic 300gsm

Logo Gold foiled & embossed on front

PRINTING

Brown Pantone 462 Beige Pantone 4545

Employee Name JOB TITLE

Gold Foil Foilco 6128

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634 Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 M +971 0 123 4567 ataatmar@bateel.com www.bateel.com

Collateral: Stationery

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LETTERHEAD: GRID

12mm

DIMENSIONS 297mm (H) × 210mm (W)

Logo Height: 15mm

FONTS USED

Contact Details Brown Light Size: 7pt Tracking: 0 Leading: 10pt

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 www.bateel.com

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 www.bateel.com 2mm 2mm

12mm

Collateral: Stationery

Brand Guidelines Manual, Boutique

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LETTERHEAD: DESIGN

DIMENSIONS 297mm (H) × 210mm (W)

SPECIAL FINISHES Printed back

Brown Pantone 462

MATERIALS

Paper Stock Beckett Cambric Arctic 300gsm

Logo Gold foiled & embossed on front

PRINTING

Brown Pantone 462

Gold Foil Foilco 6128

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 www.bateel.com

Collateral: Stationery

Brand Guidelines Manual, Boutique

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COMPLIMENTS SLIP

DIMENSIONS 297mm (H) × 210mm (W)

SPECIAL FINISHES Printed back

Brown Pantone 462

FONTS USED

Contact Details Brown Light Size: 7pt Tracking: 0 Leading: 10pt

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 www.bateel.com

MATERIALS

Paper Stock Beckett Cambric Arctic 300gsm

12mm

Logo Height: 15mm

Logo Gold foiled & embossed on front

PRINTING

Brown Pantone 462

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 www.bateel.com

Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E T +971 4 885 8737 F +971 4 885 8738 www.bateel.com 2mm 2mm

Gold Foil Foilco 6128

12mm

Collateral: Stationery

Brand Guidelines Manual, Boutique

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EMAIL SIGNATURE

FONTS USED

Email Content Arial Regular

Dear Lorem

Contact Details Arial Regular

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident.

Email Content

Kind Regards,

Employee Name Job Title

JPEG logo, RGB colour

DISCOVER THE DIFFERENCE

Bateel International L.L.C. Business Central Towers, 33rd Floor, Tower B Media City, P.O. Box 7634, Dubai, U.A.E.

T +971 4 430 7539 F +971 4 430 7529 M +971 50 708 6603

Contact Details

www.bateel.com

JPEG social media icons, RGB colour

Collateral: Stationery

Brand Guidelines Manual, Boutique

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POWERPOINT TEMPLATE: COVER

FONTS USED

Title Romain Headline Regular

Subtitle Brown Regular

Presentation Title PREPARED FOR LOREM IPSUM 10TH JULY 2016

Collateral: Stationery

Brand Guidelines Manual, Boutique

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POWERPOINT TEMPLATE: DIVIDER PAGE

FONTS USED

14th March 2016

Presentation

Title Romain Headline Regular

Divider Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec congue et elit bibe ndum commodo. Vivamus elementum, velit eget suscipit porta, lorem eros orna re eros, sit amet eleifend tortor nisi a erat.

Paragraph Romain Headline Regular

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Brand Guidelines Manual, Boutique

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POWERPOINT TEMPLATE: CONTENT PAGE

FONTS USED

14th March 2016

Presentation

Title Romain Headline Regular

Paragraph Romain Headline Regular

Subject Header Proin laoreet leo et nunc cursus, sed viverra mi dignissim aliquam dictum arcu mauris, id euismod ligula consequat et. Subject Header Quisque suscipit purus dui, eget tristique tortor pellen dictum arcu mauris.

Collateral: Stationery

Brand Guidelines Manual, Boutique

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POWERPOINT TEMPLATE: CONTENT PAGE WITH IMAGES

FONTS USED

14th March 2016

Presentation

Title Romain Headline Regular

Paragraph Romain Headline Regular

Subject

Subject Header Proin laoreet leo et nunc cursus, viverra dignissim aliquam dictum arcu mauris.

Collateral

Brand Guidelines Manual, Boutique

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Uniforms Our Boutique uniforms are sophisticated, elegant and operational, adopting a colour and material palette that is warm, modern and welcoming. A discerning distinction has been made between female and male uniforms through bespoke details.

Collateral: Uniforms

Brand Guidelines Manual, Boutique

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GROOMING STANDARDS

FEMALE

MALE

LONG HAIR • Scrunchies must be brown or black or matching hair colour • Acceptable styles: Single braid, french roll, single french plait, bun, twist • A hairnet should always be worn over a bun and must be extremely fine and of the same colour as the hair EYE GLASSES/CONTACT LENSES • If worn, must be of business-like appearance • Plain framed or unframed glasses of moderate size and colour UNIFORM • Clean, neat & well-pressed

FACE • Clean shaven

EYE GLASSES/CONTACT LENSES • If worn, must be of business-like appearance • Plain framed or unframed glasses of moderate size and colour NAME BADGE • Clean & unscratched • Must be worn at all times • Nick names are not permitted • Worn on upper left side

FACE • Appropriate make-up

PERSONAL HYGIENE • Perfume (only light scents)

PERSONAL HYGIENE • Perfume (only light scents) FINGER NAILS • Short and clean • Clear or neutral nail polish JEWELLERY & ACCESSORIES • 1 engagement ring and 1 wedding ring if married • Ring must not be worn on index finger or thumb • 1 simple elegant watch • 1 pair of stud earrings NAME BADGE • Clean & unscratched • Worn on upper left side • Nick names are not permitted

FINGER NAILS • Short and clean

JEWELLERY & ACCESSORIES • 1 ring per hand of plain design or 1 wedding ring • 1 simple elegant watch • Ring must not be worn on index finger or thumb UNIFORM • Clean, neat & well-pressed HAIR • Short, neat & clean • Obvious permed or gelled wet- look styles are not acceptable

FOOTWEAR • Matches uniform • Clean and polished

FOOTWEAR • Clean and polished

HAIR • Neat & clean

• Appropriate hair accessories • Obvious dark roots, streaks or shading are not acceptable

Collateral

Brand Guidelines Manual, Boutique

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Packaging Boutique packaging items are modern, understated and refined. The colour palette represents the essence of the brand identity while the material palette is both opulent and elegant. Details such as gold foiling and textured paper stock give a sophisticated feel to the overall language.

Collateral: Packaging

Brand Guidelines Manual, Boutique

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DATE GIFT BOX: SMALL

MATERIALS Colorplan Bagdad Brown Gmund Treasury History

PRINTING Gold foil – Foilco 6128

NOTE DESIGN INTENT ONLY.

Collateral: Packaging

Brand Guidelines Manual, Boutique

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DATE GIFT BOX: MEDIUM

MATERIALS Colorplan Bagdad Brown Gmund Treasury History

PRINTING Gold foil – Foilco 6128

NOTE DESIGN INTENT ONLY.

Collateral: Packaging

Brand Guidelines Manual, Boutique

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DATE GIFT BOX: LARGE

MATERIALS Colorplan Bagdad Brown Gmund Treasury History

PRINTING Gold foil – Foilco 6128

NOTE DESIGN INTENT ONLY.

Collateral: Packaging

Brand Guidelines Manual, Boutique

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BALLOTIN BOX: 100MM

MATERIALS Colorplan Bagdad Brown Gmund Treasury History

PRINTING Gold foil – Foilco 6128

NOTE DESIGN INTENT ONLY.

Collateral: Packaging

Brand Guidelines Manual, Boutique

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BALLOTIN BOXES OVERVIEW

100MM

140MM

170MM

Collateral: Packaging

Brand Guidelines Manual, Boutique

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CARRY BAGS

MATERIALS Colorplan Bagdad Brown Ribbon handle to match Pantone 462

PRINTING Gold foil – Foilco 6128

SMALL

LARGE

Collateral: Packaging

Brand Guidelines Manual, Boutique

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TISSUE PAPER

MATERIALS Coated tissue paper with printed pattern single side

PRINTING Pantone 462

Collateral: Packaging

Brand Guidelines Manual, Boutique

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HENNA STICKER

DIMENSIONS 35mm diameter

MATERIALS Self-adhesive translucent substrate

PRINTING Gold foil – Foilco 6128

Henna Motif Diameter: 32mm

Roundel Diameter: 35mm

Translucent sticker

Opaque sticker

Collateral

Brand Guidelines Manual, Boutique

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Customer Items Our customer items are inviting with an inherent functional feel. Dark brown card, brass details and gold foiling add a slight tactile, premium edge.

Collateral: Customer Items

Brand Guidelines Manual, Boutique

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Clip to match Foilco 6128

RECEIPT HOLDER

DIMENSIONS 215mm (H) × 115mm (W)

MATERIALS Linen-coated hardboard to match Pantone 462

PRINTING Gold foil Henna motif: Foilco 6128

NOTE DESIGN INTENT ONLY

Gold foil Henna motif

Collateral: Customer Items

Brand Guidelines Manual, Boutique

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GIFT VOUCHER

DIMENSIONS Sleeve: 100mm (H) × 70mm (W)

Roundel Diameter: 35mm

Card: 55mm (H) x 86mm (W)

MATERIALS Sleeve: Colorplan Bagdad Brown 350gsm Card: Gold finish plastic to match Foilco 6128 Embossed Bateel logo in centre

PRINTING Sleeve: Gold foil – Foilco 6128

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim.

12345678900000

NOTE DESIGN INTENT ONLY

Collateral: Customer Items

Brand Guidelines Manual, Boutique

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CUSTOMER FEEDBACK FORM

DIMENSIONS 200mm (H) × 90mm

Guest Comment Card

Thank you for visiting Bateel.

MATERIALS

We would apperciate your feedback and suggestions so that we can improve your dinning experience with us.

Paper Stock Beckett Cambric Arctic 300gsm

SERVICE

POOR

FAIR

GOOD

EXCELLENT

O O O O O O O O O O O

Attitude & Friendliness

Attentiveness

Logo Gold foiled & embossed on front

Product Knowledge

Grooming

General Service Satisfaction

Product Selection Product Quality

Value

PRINTING

Location Lighting

General Satisfaction

Brown Pantone 462

Would you like to comment on any of our sta members?

Gold Foil Foilco 6128

Suggestions & Comments

Which Café Bateel branch did you visit today?

BURJUMAN CENTRE DUBAI FESTIVAL CITY

O O O

DUBAI MARINA WALK DUBAI MEDIA CITY

O O

MIRDIF CITY CENTRE

O O

THE DUBAI MALL

DIFC

Guest information Please leave us your details so that we can inform you of the latest café bateel promotions.

NAMES: EMAIL: MOBILE: DATE & TIME OF VISIT:

0200

NOTE DESIGN INTENT ONLY

Collateral: Customer Items

Brand Guidelines Manual, Boutique

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RECEIPT

DIMENSIONS 80mm (W) – variable length

PRINTING Black

Bateel Branding

DISCOVER THE DIFFERENCE

Barcode

LOREM IPSUM

39.99

LOREM IPSUM

39.99

LOREM IPSUM

55.99

LOREM

55.99

LOREM

IPSUM DOLOR

21.99

IPSUM DOLOR

List of Items

LOREM

21.99

IPSUM DOLOR

TOTAL

117.97

TOTAL

IPSUM DOLOR

117.97

TOTAL

Bateel, JBR Sadaf 1, Jumeirah Beach Residence, Dubai, United Arab Emirates +971 4 456 5837

Bateel, JBR

Sadaf 1, Jumeirah Beach Residence,

Dubai, United Arab Emirates

Café Bateel, JBR

Address & contact details

+971 4 456 5837

Sadaf 1, Jumeirah Beach Residence,

Dubai, United Arab Emirates

www.bateel.com

Café Bateel, JBR Sadaf 1, Jumeirah Beach Residence, Dubai, United Arab Emirates

+971 4 456 5837 www.bateel.com

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