STERILGARDA BRANDING CONTEST

Create the umbrella brand for Sterilgarda's new line of natural beverages. Prize pot 6.000
WHO IS STERILGARDA? With over 40 years of history, Sterilgarda Alimenti (www.sterilgarda.it) is an Italian leading company in the production of UHT milk and cream. In the past years, the company expands its range of products, successfully entering the field of juices and fruit drinks and beverages. WHAT STERILGARDA ASKS YOU TO DO? Sterilgarda wants you, fresh and creative minds, to develop the new identity for its brand new line of natural beverages. Through this contest, Sterilgarda wants to collect brand proposals for a new line of innovative and healthy products, with cross features compared with the ones already existing: a wide range of beverages, also very different one another. What you have to create is the umbrella brand, the official identity of its new line: - Brand name - Logo - Logotype THE NEW LINE The new line, of which an umbrella brand is asked, is composed by a wide range of beverages, outcome of years of research on the best existing raw material in the world. At first, the line will be composed by: Pure juices (made of fresh juice, squeezed and immediately frozen without manipulation) Juices with no sugar added (only natural fruit sugars will be used) Functional Teas (they provide specific health benefits that go beyond general nutrition: for example antioxidant or detox benefits)

There are plans for a future expansion of the range with other types of beverages such as smoothies, therefore the proposal will take into account a possible use of the brand in that sense.

PRODUCT FEATURES Wellness is the key word in new consumers requests. And wellness is what Sterilgarda wants to offer them with its new products: a wide range of beverages, Wellness becomes a philosophy of life, that sees the welfare of the people at the center of attention. Wellness is a healthy life; a healthy way of living that starts from the food intake. The new product line will also be environmentally friendly and eco-sustainable, because the paper used for packaging comes from responsibly managed forests, certified by FSC Forest Stewardship Council, which issues an eco-label, in addition to being recyclable. This pack will be made by industry leader Tetra Pak. TARGET MARKET

In Retail Channel:
Women, between 25 and 54 years; Young families and singles; Children/Kids.

Particulary, Sterilgarda wants to adress to two well-defined target audiences: Linked Boys category: males , 20-25 years old, interested in innovation, responsible consumers. They consider the virtual world as part of realty, transposing its languages and communication codes in the everyday life. Sense Girls category: young women, 25-35 years old, which have a strong sensory refinement and which express their aesthetic emotions through their daily choices in consuming goods, personal style and communication codes.

HoReCa Channel:
Bars, Restaurants, Hotels, Clubs, Caterers, Hostels. DISTRIBUTION The new product line will be distributed both in HoReCa (bars, restaurants, hotels) and retail channels (groceries, supermarkets, superstores, etc.). Sterilgarda asks to create a brand that can be functional on both channels: it has to suit to both a supermarket shelf and a bar counter. PRIZES AND VISIBILITY 1 Prize: 3.500 2 Prize: 1.000 3 Prize: 500 The brand proposal that will win the first prize will be also taken into consideration to become the official umbrella brand for the new product line.

HOW TO SUBMIT All the proposals have to be developed and presented using the reference boards available in the download kit, as it follows: Board n1: Brand Name proposal. Use this board to present the brand name you invented and the reasons why. Board n2: Logo color version. Use this board to show the color version of the logo you created. Board n3: color VS w/b logo. Use this board to show the logo you created both in positive and negative version. Board n4: Color code. Specify the colour code of the logo on the 3 color models CMYK, Pantone and RGB. Board n5: Logo context. Put the logo you created into its context and display it on its reference pack.

Each proposal must include all the 5 boards. Any incomplete proposal will not enter the competition. Boards are already sized to fit the upload limits of the websites (650x500 pixels, width x height). Every file submitted must be in jpg (RBG, no CMYK), gif or tiff formats. Each proposal must come along with a thumbnail, that best shows your concept. The thumbnail must measure 112x157 pixels (width x height) and be in jpg (RBG, no CMYK), gif or tiff formats. TIMING The contest is open for entries from February the 13 to March the 19 2012. FAQs Which proposals will be considered as valid and accepted into the competition? 1) All the proposal submitted MUST BE YOUR OWN ORIGINAL CREATION. Any proposal that recalls or that presents any similarity to any existing brand, trademark or logo will be NOT allowed to the contest. That because Sterilgarda Alimenti could use the winning proposal as the official umbrella brand of the new product line. 2) All the proposal submitted must include all the 5 boards. Any incomplete proposal will not enter the competition Are there technical boundaries to which refer to? 1) The mark may be subject to strong reductions, so it must be readable even in conditions of extreme reduction (1cm in height and / or 1cm in width). 2) Line thickness: - positive 0,25 pt - negative 0,5 pt
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Is there a limit to the number of proposals I can submit? Not at all, feel free to submit all the proposals you want. The important thing is that they must be complete, the must respect the technical boundaries and they must stringently fulfill the brief (5 boards per proposal + 1 thumbnail). How will Sterilgarda Alimenti select the winning proposal and which use will be made of it? After contest closure, the management of Sterilgarda Alimenti will make its assessment internally. The 3 winning brand proposal will become the exclusive property of Sterlgarda Alimenti. Please refer to the Submission Terms section for further details. The brand proposal that will win the first prize will be also taken into consideration to become the official umbrella brand for the new product line. Contest starts on February the 13
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2012, ends on March the 19 2012, 23.59 (Italian time).

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