1. 1 key values of ecover
t Ecover only uses ingredients
h that are plant based, besides
e that they are looking for prod-
ucts that are safer for the skin.
a Ecover stands for careful enter-
d prise. This means that we produce
v
our detergents and cleaning prod-
ucts in an ecological, economic
e and socially responsible way in
r a unique ecological factory. Hon-
t est and open, we respect people
i and the environment. In our view,
s this is the only way to guarantee
e a sustainable future.
m
e
n key values for the black liquid
t detergent
The black liquid detergent is
removing anything but the black/
dark colours, besides that it is
new and it works.
expressed through
dark background, white and green
accents, round and variety in
font-types, and a subtle picture
of the product

2. 2 key values of a couch potato
t Watching too much TV is bad for
h people’s health. People don’t
e move much while watching TV.
What’s more, they may eat a lot
p of food while watching. This can
a
make them fat. We call these peo-
ple “couch potatoes”.
c Couch potatoes are looking for
k ease of use, good taste, inter-
a esting experiences that take low
g effort.
e Many females have a couch potato
night at least once a month. If
you get the point here ;).
key values for the content of the
box
Choclaty, sweet, sour, tasty,
intresting, an escape from all
“have-to-do” things of the day.
expressed through
Colouring, explicit mentioning
of contants in such a way that it
attracts more than normal. graph-
ics on the box are different than
normally, besides that it looks
intresting, and on the other hand
it is a very easy box.

3. 3 key values of festival audience
t This audience is alternative,
h looking for new branches within
e their intrests. They like the
meaning of anything, it intrests
f them to the bones, any deeper
l
meaning is interesting. Besides
that they are looking for new
y types of expressing feelings,
e emotions, looks etc.
r
key values for festival
Offering an experience of expres-
sion, clarity, understanding and
on the otherhand mistique, ex-
tremities and underground is also
prominently there.
expressed through
The usage of graphics, the place-
ment of the sponsors, the colour-
ing, the whole makes the picture
that supports all key values.

4. 4 key values for good shopping
t A shoppable shop has good NON-di-
h rect light, logical and apparent
e set-up, no bright over-happy co-
lours, not too much displays. It
s must partially feel as if you are
h
in a walkiin closet, besides that
it is important that not everyone
o can look directly into the shop
p through the window.
-
l expressed through
a
y a wooden floor (gelakte spaan-
- plaat), the basic colourings are
o in semi-dark blue, army green and
u oker ( is that an english word?).
t Ambient lighting gently lights
the whole store and the dress-
ing rooms, some spotlights are
highlighting the new features
of clothing, bags and shoes. The
shop window isn’t closed off but
on big chains the latest fashion
is displayed, visible from inside
and outside. the dressing rooms
are “separated from the floor by a
wall that houses a big mirror and
have plastic like draperies (like
the freitag bags). This small
shop is calmth.

5. 5 key values for Simon Levelt
t As a coffee and tea retailer of
h high standard and knowledge Simon
e Levelt is in the consumer market
an einzelgänger...
c They carry an assortment of 20
o
types of high quality coffee’s
and over 200 different types of
m tea.
p Simon Levelt breathes knowledge,
a exclusivity for anyone, variety,
n enjoyment, warmth and openness.
y
What they have now
a
d The logo
v
e
r
t
i
s
e
m
e
n
t
see website: www.simonlevelt.nl
for extra information and colour
schemes

6. 6 key values for client
t
h information on the product, the
e supplier, options for variety in
use, longevity of the product and
c resealing possibilities.
o expressed through
m
p These bags are to be filled with
a either coffee or tea, they have
n a tape that can be used multiple
y times for re-sealing and keeping
fresh. The design shows a cup of
p tea or coffee and the slogan “om-
a dat smaken verschillen hebben wij
c er 200” besides that the words
k “zinnenprikkelend”, “smaakvol”,
a and “tussendoor” that implies
g several actions, sensory experi-
e ences etc.

7. 7 key values for the new shop
t Clear, sensory, explaining, in-
h viting.
e expressed through
c
o
Big font, fat lettering for the
important facts, all information
m is on the flyer. Besides that con-
p sistency in style and looks is
a taken through.
n
y
f
l
y
e
r

8. 8 key values for good shopping
t A shoppable shop has good NON-
h light, logical and apparent set-
e up, no bright over-happy colours
besides that there must be enough
c space for all products, on the
o
counter for wrapping gifts and it
must have a certain cosy feel.
m
p expressed through
a
n A mozaiked floor, many shelves on
y different levels and widths. on
the left side and behind the coun-
s ter there are big cupboards that
h provide storage and displaying of
o tea, coffee and acessories.
p The shop window is separated from
- the shop with a “staired” wall
l that lets light in and allows
a potential customers look take
y a look inside. the two circles
- on the left cupboard are little
o seat’s for people that have to
u wait for some time (often elder-
t ly people come to levelt to get
their coffee and tea.)

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