A history of The new Key image Ferrero Rocher Communication Colour codes and

Index The logo The texture Core AYR Seasonal Extension

excellence visual identity references Power Brand guidelines graphic elements

INDEX

X5 A HISTORY OF EXCELLENCE 53 CORE AYR

Introduction to Core range
X9 THE NEW VISUAL IDENTITY Flowpacks
Banderole
13 THE LOGO
PRT boxes IML
Description
PRT boxes with sticker
Technical structure
CRT packs
Logotype
Back of pack: formatelli
Pyramid
Travel Market
Semicircles
Usage 73 SEASONAL
Proportions Packs
Logo treatment
29 THE TEXTURE
Christmas
Description
Valentine’s Day
Technical structure
Easter
Proportions
Don’ts
Positioning
Printing colours 83 EXTENSION
Implementation Novelties
Assortments
43 KEY IMAGE REFERENCES
Premium Bars
Institutional image
Ferrero Rocher Moments
T1 hero images
Pyramid iconic images 103 COMMUNICATION GUIDELINES
POS
49 FERRERO ROCHER POWER BRAND
Digital
TVC

123 COLOUR CODES

AND GRAPHIC ELEMENTS
 A history of The new Key image Ferrero Rocher Communication Colour codes and
Index The logo The texture Core AYR Seasonal Extension
excellence visual identity references Power Brand guidelines graphic elements

A HISTORY OF EXCELLENCE

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excellence visual identity references Power Brand guidelines graphic elements

FERRERO ROCHER

FERRERO ROCHER®, one of the most iconic brands of the Ferrero Group, was created
in 1982 in the small Piedmont town of Alba, Italy, with the desire to make all the pleasure
of a sophisticated chocolate speciality accessible to everyone. Initially sold in Europe,
FERRERO ROCHER soon became the favourite boxed chocolate for millions of people
around the world. Today, it is the world leader* in its category and is sold in 140 countries
across 5 continents.

FERRERO ROCHER is a true symbol of Ferrero quality and excellence.

It offers a multisensory taste experience of contrasting layers – a whole crunchy hazelnut

in a delicious creamy filling, all encased in a crispy wafer shell covered with milk chocolate
and gently roasted hazelnut pieces. And thanks to its golden wrapper and Each single FERRERO ROCHER chocolate, with its outer coating of hazelnut pieces
elegant paper cup, Ferrero Rocher is even more distinctive and special. that gives it the appearance of a ‘small rock’, is always different from the next one.
‘Rocher’, the French word for rock, was therefore chosen as a very suitable brand name
for the chocolate, together with the name of the Ferrero company.

Furthermore, FERRERO ROCHER transparent box revolutionised the boxed chocolate

market when it was first launched because people could see for the first time what
they were buying. All FERRERO ROCHER packaging is carefully designed to maintain
the high quality that is the hallmark of all Ferrero products. And given that FERRERO
ROCHER is bought mainly as a gift during special occasions, an attractive presentation
is very important.

FERRERO ROCHER inspires people to fully savor life’s pleasures with a premium range of
specialties that amaze with unique product experiences, a journey into contrasting layers,
perfect to gift, to share or to enjoy by themselves.
They combine a rich multisensorial taste experience, a unique combination of quality
ingredients, with the artisanal touch that you can see and feel.
* Value MS MAT April 21 (Source: MUSST April 21)

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excellence visual identity references Power Brand guidelines graphic elements

THE NEW VISUAL IDENTITY

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THE NEW VISUAL IDENTITY

Since its launch in 1982, FERRERO ROCHER has been capitalising on the the unique Throughout the years, FERRERO ROCHER has been protecting and preserving that
assets of its visual identity: the transparency of the box guaranteeing visibility brilliant mix of elements, while also perfecting them with delicate and refined touches.
of the pralines, the usage of gold as the brand hero colour, the recognisable logo With regard to the overall graphic design, the product representation has evolved, the
and the key graphic elements. logotype has been slightly refreshed in the years, the logo has been enriched with the
pyramid and some key elements have been modernised.
As a result, the brand has historically been able to stay true to its heritage and relevant in
light of the changing times.

With the last Visual Identity update dating back to 2015, it is now the time for FERRERO
1982 1994 2011 2015 ROCHER to take a step further and introduce a new premium global Visual Identity.

The new FERRERO ROCHER Visual Identity has been developed with the aim
to fully represent a global restyling, able to strengthen brand consistency throughout all
the geographies where FERRERO ROCHER is present.

The new Visual Identity has been built with the following objectives in mind:
to defend and increase the FERRERO ROCHER premiumness credentials
to increase the FERRERO ROCHER up-to-dateness perception and make it fit
seamlessly into modern times
to increase visual consistency within the enlarged FERRERO ROCHER Power Brand
(cross packs, cross categories, cross geographies)

The new FERRERO ROCHER Visual Identity will be presented in detail

in the following pages.

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THE LOGO
Description
Technical structure
Logotype
Pyramid
Semicircles
Usage
Proportions

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THE LOGO - Description

The new logo of FERRERO ROCHER has been created and designed as a natural
evolution in line with the brand DNA, while simultaneously bringing a touch of modernity
and premiumness.

The new logo is composed of three elements:

The logotype: guarantee of strong heritage and high-quality that stands

the test of time.

The pyramid: the iconic element intrinsically linked to FERRERO ROCHER since 1982.
It represents the essence of preciousness and introduces the concepts of sharing and
hosting that are deeply embedded into the DNA of FERRERO ROCHER.

The two semicircles: the perfect combination of the different textures and layers of
FERRERO ROCHER, resulting in a rounded shape that recalls a finished praline and
gives the logo a clear demarcation.

CMYK version

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THE LOGO - Technical structure

The full logo is made of three elements: 21A

FERRERO ROCHER Logotype
Pyramid
2 Semicircles

All elements and their positioning must be maintained exactly as they are defined here.
They must never be modified or altered in any way, and the proportions must never

5A
be changed.

The minimum size of the logo is Ø 30mm. 0,5 B

A
3A

0,5A
3A
B

30 mm

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THE LOGO - Logotype

The logotype is a more contemporary evolution of the classic Claude Garamond

typeface. It has been carefully perfected in order to maintain its recognizability and
readability, while also giving it a sleeker, fresh new look.
Any change in dimension must be matched by a proportional change in the full logo.

Old logotype New logotype

Printing colour

Rocher BROWN

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THE LOGO - Pyramid

The pyramid represents the visual part of the logo and it is made up of four layers
of T1 pralines, without their paper cups.
Any change in dimension must be matched by a proportional change in the full logo.

Logo size Ø > 6 cm Logo size Ø < 6 cm

Printing colours Printing colours

CYAN MAGENTA YELLOW Rocher BROWN MAGENTA YELLOW Rocher BROWN

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THE LOGO - Semicircles

Shiny/Mirror Gold

The two semicircles are set in a way that cannot be altered.

The top semicircle is shiny/mirror gold, while the bottom semicircle to the right
is satin-finished gold.
Together, they symbolise FERRERO ROCHER unique variety of textures and recall the
iconic shape of the praline. 1

Satin-finished Gold

1. All exceptions due to technical specs (related to suppliers, substrates, capabilities, plants) must be approved by PG.

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excellence visual identity references Power Brand guidelines graphic elements

THE LOGO - Usage

Full logo Logotype

When the logo is to be placed on a white background, it is recommended to use This simple Ferrero Rocher logotype on print materials is only ever used on a gold setting
the certified one characterized by a light shadow behind it, in order to obtain and where the background, space, number of colours and graphical needs
a clear and sharp visualization of the entire logo, including white borders. do not allow for the full logo to be used.
(Practical examples of this kind of logo on white background can be found (Practical examples of this logotype can be found on back of packs
on the back of pack of the flat boxes). of the compact boxes).
When the logo is to be used on any coloured background, it is recommended to use
the standard certified version without shade.

Full logo with shade Full logo without shade Simple logotype
on white background on coloured background on gold background

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THE LOGO - Proportions

The proportions of each element inside the complete logo are predefined and
unchangeable. They must not be separated, reduced or enlarged by altering the
defined proportions. Any logo reduction or enlargement must be performed without
compromising the given dimensional proportions.

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THE TEXTURE - “Zigrinato” effect

Description
Technical structure
Proportions
Implementation
Positioning
Printing colours

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excellence visual identity references Power Brand guidelines graphic elements

THE TEXTURE - Description

The new FERRERO ROCHER Visual Identity introduces a highly premium original texture
on the packaging, called the “Zigrinato” effect.
The textured print features a rhombus geometric pattern that fades towards the logo
and, thanks also to the usage of two different kinds of gold, and the contrast between
satin-finished and mirroring elements, conveys a sensation of preciousness, quality and
modernity.

The “Zigrinato” effect will be executed through a tactile or simulated effect:

Tactile effect, which can be achieved through embossing and matt varnish to exalt the
differences between mirror and satin-finished elements;
Simulated effect, which can be achieved by using different gold inks for film
and only matt varnish for cardboards.

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THE TEXTURE - Technical structure Final effect simulation Colour separation as in the template files

The shiny/mirror gold texture (A) lays on top of a satin-finished gold background (B).
On the following pages these colours will be defined based on the material support that
they will be printed on.1

(C) is defined as the constant horizontal distance between the centre of each column of
rhombus forming the texture.
The measure (C) will enable the definition of the proportions between the texture
and the logo.

A Shiny/Mirror Gold texture

C C C C C C C C C C C C C C C Satin-finished
Gold
background

Shiny/Mirror
Gold texture

B Satin-finished Gold background

1. All exceptions due to technical specs (related to suppliers, substrates, capabilities, plants) must be approved by PG.

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T30 Proportion
THE TEXTURE - Proportions

The textured print involves in a rhombus pattern characterised by a delicate

fading effect. T16 Proportion
The proportions for the distance between the rhombus and also for their shape should
remain unchanged.
All proportions are set through the templates, and any changing must be approved by PG.

In packaging materials “C” must never be larger than 3 mm,

and for technical printing reasons, “C” must never be less than 2 mm

24 C 26 C
26 C 38 C

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THE TEXTURE - Implementation

When the “Zigrinato” effect is used, the texture should respect its original proportions.
Any other change of proportion, orientation or colour is not allowed.

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THE TEXTURE - Positioning

In order to create a “focus zone” around the logo, it is recommended to leave the
background in correspondence of the central fraction (1/3) of the logo without texture1.

T30 Proportion is applied on the picture.

1/3

Background area 1/3

with no texture

1/3

1. All exceptions due to technical specs related to specific graphics must be approved by PG.

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Flowpacks
THE TEXTURE - Printing colours
A B
This section introduces the printing colours used for each specific technology and material.
MIRROR GOLD ROTOGRAVURE
Flowpack GOLD (2021)

Banderole

A Shiny/Mirror Gold texture A B

MIRROR GOLD RICH PALE GOLD
Banderola Banderola

Cardboard

A B
Hot / Cold foil SATIN-FINISHED
Gold Rocher GOLD
KURZ 220 LUXOR®

Cardboard + PET1

A B
B Satin-finished Gold background
Rocher Transparent SATIN-FINISHED
GOLD
GOLD

PET SILVER

* Satin-finished Gold on Cardboard supports is obtained through the use of matt varnish.
1. Due to specific plant requirements.

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excellence visual identity references Power Brand guidelines graphic elements

KEY IMAGE REFERENCES

Institutional image
T1 hero images
Pyramid pictures

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KEY IMAGE REFERENCES

Institutional image T1 Hero images

The Merceologia represents the visual essence of FERRERO ROCHER. The hero images shown below can be used any time that a single praline visualisation
It combines all the key elements together in a complete and iconic picture, which gives is needed.
an instant representation of the high-quality raw ingredients, the praline partially
wrapped in a piece of golden foil and a perfectly finished FERRERO ROCHER.

Printing colours Printing colours

CYAN MAGENTA YELLOW BLACK CYAN MAGENTA YELLOW BLACK

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KEY IMAGE REFERENCES

Pyramid iconic images

The pyramid is the iconic element that is intrinsically linked to FERRERO ROCHER
since 1982. It’s a symbol of the brand’s preciousness and of the concept of sharing
embedded in the DNA of FERRERO ROCHER.
In addition to the pyramid in the logo, the following images of pyramids of 4 and 9 layers
will be available for use on digital or print supports.

Printing colours Printing colours

CYAN MAGENTA YELLOW Rocher BROWN CYAN MAGENTA YELLOW Rocher BROWN

NB. This picture does NOT represent the pyramid in the logo.

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FERRERO ROCHER POWER BRAND

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FERRERO ROCHER POWER BRAND

The new Visual Identity has been designed to be applied in every category in which
FERRERO ROCHER is – or will be – playing in, in order to create consistency
and a family feeling effect across the entire Power Brand.
The Brand Book will focus on FERRERO ROCHER Core and Extensions.

CORE EXTENSION
ADJACENT CATEGORIES WITHIN THE
THE ICONIC FERRERO ROCHER PRALINE
PREMIUM CHOCOLATE CONFECTIONERY

ALL FERRERO ROCHER PRALINES NOVELTIES, ASSORTMENTS,

AYR AND SEASONAL FERRERO ROCHER BARS,
FERRERO ROCHER MOMENTS

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CORE AYR
Introduction to Core range
Flowpacks
Banderole
PRT boxes IML
PRT boxes with sticker
CRT packs
Back of pack: formatelli
Travel market

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CORE AYR - Introduction to Core range Flat Boxes CRT

(IML or STICKER)

FERRERO ROCHER Core represents the all-year-round (AYR) global portfolio.

It consists of several SKUs, delivered in various packs and formats, with different
materials and addressing a wide range of need states.

Flowpacks Banderole

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CORE AYR - Flowpacks

New logo and texture implementation

The new logo and texture will be printed directly on the external side of the transparent
film, thanks to different inks.
This “Zigrinato” effect will be simulated to fit the material and according to the print
technology, bringing up-to-dateness and brightness to the packaging.
T2
Regarding the details of colours and finishes, below you can find the list of colours used
for the reference packs.
Material: Transparent film ROTOGRAVURE GOLD
Corso Francia, 325
10142 - Torino - Italia

Print technology: Rotogravure

Phone +39 011 0678477
template1@[Link]

Brand: Rocher

Template Number: FERRERO_XXXXXXXXXXX

Printing colours T3
Template Name: 210272 RO T2 flowpack B

Colors: Technical Layers:

MY Technical Drawing

Rocher Brown Neutral Area

Mirror Gold Flowpack Transparent Support

MAGENTA YELLOW Rocher BROWN

Rotogravure Gold (2021) White Plate

T4
MIRROR GOLD ROTOGRAVURE
WHITE PLATE Technical Drawing:
Flowpack GOLD (2021)

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WHITE PLATE MIRROR GOLD

 A history of The new Key image Ferrero Rocher Communication Colour codes and
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CORE AYR - Banderole

New logo and texture implementation

The new logo and texture will be printed directly on the internal side of the transparent
film, thanks to different inks.
This “Zigrinato“ effect will be simulated to fit the material and according to the print
technology, bringing a cutting-edge and bright feel to the packaging.
Regarding the details of colours and finishes, below you can find the list of colours used T16
Corso Francia, 325
10142 - Torino - Italia
Phone +39 011 0678477
template1@[Link]

for the reference packs. Brand: Rocher

Template Number:

Material: Transparent film 210272 RO T16 banderola

Print technology: Rotogravure

Colors: Technical Layers:

CMY Technical Drawing

T16
Rocher BROWN
Best Before Area
283175

Rocher Gold Gravure

Transparent Support
283182

Rocher Gold White Plate

Siegwerk

Printing colours

Technical Drawing:

T30

[0,118]
3

[3,150]
[1,024]

80
26

[1,575]
40
[0,945]
[0,118]

24
3
28 30 15
45 [1,102] 55 [1,181] 60 [0,591] 58

[0,236]
[1,772] [2,165] [2,362] [2,283]

[0,118]
13 55 13
13

6
10

3
[0,512] [2,165] [0,512]
[0,394] [0,512]
299
[11,772]

MAGENTA YELLOW Rocher BROWN

MIRROR GOLD RICH PALE GOLD

WHITE PLATE
Banderola Banderola

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CORE AYR - PRT boxes IML

New logo implementation T24 Diamond T24 Glamond

The new logo will be printed directly into the plastic lid, thanks to the use of in-mould
labelling technology.
In this case the “Zigrinato” effect is not integrated to guarantee consistency with the
previous versions of this packaging, promoting the visibility of the pralines through the
transparent lid. Regarding the details of colours and finishes of the logo, below you can
find the list of colours used for the reference pack.
Material: Transparent substrate
Print technology: IML T32 Diamond

Printing colours

MAGENTA YELLOW Rocher BROWN

Cold foil
WHITE PLATE New Rocher
Gold Rocher
Gold
KURZ 220 LUXOR®

T48 Flat T48 Double Layer

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CORE AYR - PRT boxes with sticker

T42

New logo implementation

The new logo will be printed on a sticker that will be applied to the plastic lid.
In this case the “Zigrinato” effect is not integrated to guarantee consistency with the
previous versions of this packaging, promoting the visibility of the pralines through the
transparent lid. Regarding the details of colours and finishes of the logo, below you can
find the list of colours used for the reference pack.
Material: White substrate
Print technology: Flexo

Printing colours

MAGENTA YELLOW Rocher BROWN

WHITE PLATE
Cold foil
Gold Rocher
New Rocher
Gold
T8
KURZ 220 LUXOR®

T12

N.B. All exceptions due to technical specs (related to suppliers, substrates, capabilities, plants) must be approved by PG.

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CORE AYR - CRT boxes

New logo implementation

The new logo and the “Zigrinato” effect will be printed on a white cardboard support.
The “Zigrinato” effect can be:
Simulated, in which the background will be printed with cold foil gold and overprinted T12
with matt varnish, to obtain the contrast between the elements that make up the
“Zigrinato” effect;
Tactile, thanks to the addition of embossing in the simulated version.
Regarding the details of colours and finishes, below you can find the list of colours used
for the reference pack.
Material: Cardboard Material: Cardboard + PET1
Print technology: Offset Print technology: Offset

Printing colours Printing colours

T8

MAGENTA YELLOW Rocher BROWN MAGENTA YELLOW Rocher BROWN WHITE PLATE
T8

A B A B
Hot / Cold foil SATIN-FINISHED Rocher Transparent SATIN-FINISHED
Gold Rocher GOLD GOLD GOLD
KURZ 220 LUXOR®

PET SILVER

* Satin-finished Gold on Cardboard supports is obtained through the use of matt varnish.
1. Due to specific plant requirements.

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CORE AYR - Back of pack: formatelli

Flowpacks Compact boxes

The graphic on the back of pack in the flowpacks is structured as follows: The graphic on the back of pack in the compact boxes is structured as follows:
The limited surface only accommodates the logotype on a gold background, New logotype and merceologia picture in the bottom left;
(with no new logo and no merceologia picture); The rest of the surface contains the nutritional, legal and commercial information,
The rest of the surface contains the nutritional, legal and commercial information. written on a gold background.
Material: White substrate Material: White substrate
Print technology: Offset Print technology: Offset

Printing colours Printing colours

Hot / Cold foil New Rocher

Rocher BROWN New Rocher CYAN MAGENTA YELLOW BLACK Rocher BROWN
Gold Rocher Gold
Gold
KURZ 220 LUXOR®

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CORE AYR - Back of pack: formatelli

Large boxes
On large formatelli covering the back of the pack, the graphic layout is structured
as follows: FERRERO ROCHER offers
an extraordinary taste experience
White strip on top, with new logo, merceologia picture and marketing text (if necessary). of contrasting layers - a whole crunchy hazelnut,
a delicious creamy filling, a crisp wafer
The rest of the surface contains the nutritional, legal and commercial information, written covered with milk chocolate
on a gold background. and gently roasted hazelnut pieces.

Material: White substrate

Print technology: Offset

Printing colours

CYAN MAGENTA YELLOW BLACK

Rocher BROWN New Rocher

Gold

Example of large box’s back of pack

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CORE AYR - Travel Market

Exclusive pack graphics are especially designed for FERRERO ROCHER

lovers travelling the world, and these are sold through the Travel Retail channel.
The SKUs dedicated to this specific channel should follow the general Core guidelines,
while also enhancing exclusivity and differentiation vs the domestic offer.

New logo and texture implementation

The new logo should always be integrated into the Travel Market graphics.
The “Zigrinato” effect should be integrated when possible.

For example, the T48 graphic has been designed to connect with FERRERO ROCHER
lovers looking for a unique gift to take back from their trip.
The “Zigrinato” effect is embedded in the design using a tactile effect, framing the
‘sense of place’ graphic which takes the centre stage on the pack.

T48

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SEASONAL
Packs
Logo treatment
Christmas
Valentine’s Day
Easter
Don’ts

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SEASONAL - Packs

The FERRERO ROCHER Seasonal portfolio includes all the SKUs related to the main
and minor occasions throughout the year.

From Christmas, Valentine’s Day and Easter, to Chinese New Year and Ramadan.

It involves several shapes and materials, all connected by a strong occasional

characterization.

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SEASONAL - Logo treatment

A specific way to manage the logo has been defined for all seasonal packs.
It is mandatory to have a clear space around the logo, with no design or graphics,
to make the logo stand out better.
The respect area is a circular area around the logo, and this must have a dimension
equal to the “H” of the brand name FERRERO ROCHER in the logo.
The dimension of the clear space is directly proportional to the logo’s dimensions.
This clear space must be gold to recall the colour of the brand.
As in Seasonal Pralines packs it is relevant to deliver occasion codes, the
recommendation is not to include the the “Zigrinato” effect in this kind of packaging.

Colour codes
A specific set of colours has been defined for the different occasions, that can be
introduced alongside Rocher gold.
In general, although the specific colours are important for recalling the occasion, Rocher
Gold must remain the main colour on the pack in order to highlight the brand itself.
The colours list can be found in the section dedicated to colour codes.

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SEASONAL - Christmas SEASONAL - Valentine’s Day

Here is an example of how the logo is treated in the main Christmas SKUs. Here is an example of how the logo is treated in the main Valentine’s Day SKUs.

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SEASONAL - Easter SEASONAL - Dont’s

Here is an example of how the logo is treated in the main Easter SKUs. Here is an example of the incorrect logo treatment being used on the special occasion SKUs.

“Zigrinato” effect
Graphic close to the logo
Clear space in colours other than gold

Intrusive graphic

Texture in
unauthorised
colours

Red background
and intrusive
seasonal graphic

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EXTENSION
Novelties
Assortments
Premium Bars
Ferrero Rocher Moments

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EXTENSION - Novelties

NOVELTIES – The offer NOVELTIES – Flavours

The mission of the Novelties range is to reinforce and extend the FERRERO ROCHER The category is made up of different flavours - Milk, Dark - which characterize
Power Brand at key special occasions, activating a complementary target while covering the SKUs packaging with colours linked to them:
new and additional need states. for Milk references, the dominance of gold as defined by Core Brand is maintained
and is used in the seasonal context with colours linked to the occasion
These products are developed for specific occasions and their festive mood helps to (i.e. Rocher Green);
increase appeal at the POS. for Dark references, where necessary, greater emphasis is given to the Rocher Brown
colour in order to increase flavour distinction.

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EXTENSION - Novelties

FLAME EGG – New logo and texture implementation

The new logo is applied to the carton collar, maintaining the same characteristics as
those defined by the Core Brand.
The “Zigrinato” effect will be applied to the flame foil with a graphic simulation.

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EXTENSION - Novelties

BOXED EGG – New logo and texture implementation

The new logo will be applied to the packaging, maintaining the same characteristics as
those defined for the cardboard materials. “Zigrinato” effect, simulated or with a tactile
effect (only when possible), will be applied to the upper part of the box up to 1/3 of the
logo size, respecting the correct proportions.

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EXTENSION - Novelties

GOLDEN EGGS – New logo and texture implementation

The new logo will be applied on the bag as a graphic element.
The “Zigrinato” effect will be simulated and applied only on the top part of the logo
for 1/3 of its size, respecting the correct proportions.

34 mm

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EXTENSION - Novelties

HOLLOW FIGURES – New logo implementation

Given the small size of the Hollow Figures range, the minimum size of the logo is Ø 20
mm, notwithstanding the general guidelines.
On the aluminium, the new logo will be applied as a graphic element.
In view of the size and the specific characteristics of this packaging, the “Zigrinato” effect
will not be applied.

20 mm

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EXTENSION - Novelties

GRAN FERRERO ROCHER

The new logo will be applied also on the Grand Ferrero Rocher, in all its variants: it will
be characterized by the presence of the semicircles, the pyramid, the new logotype, with
the addition of the word “GRAND” as part of it.

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EXTENSION - Assortments

FERRERO ROCHER ORIGINS – The Offer FERRERO ROCHER ORIGINS – New logo and texture implementation
Ferrero Rocher Origins is the new FERRERO ROCHER assortment inspired by dark The new logo will be applied on a white cardboard support, maintaining the same
chocolate. It is part of the broader Power Brand strategy, developed with the objective characteristics as those defined by the Core Brand.
of strengthening the premiumness and the equity of FERRERO ROCHER. The “Zigrinato” effect will be applied on the lateral golden stripe with a tactile effect,
The main need state is gifting and the core target are younger premium chocolate respecting the correct proportions.
consumers and dark chocolate lovers. The chosen finishes are matt varnish and embossing, to give the pack a more
premium look (e.g. inside praline images, ridged effect, ‘Origins’ text).
FERRERO ROCHER ORIGINS paper cup is the same as the one of FERRERO ROCHER,
with the same colors (Hotfoil Gold Rocher and Rocher BROWN) but in different
proportions with a prevalence of gold. The single aluminium wrappers are declined
in different colors for each recipe, to highlight the assortment mix and the different
selected cocoa paste from Ghana, Ecuador and Ivory Coast.

Flavours
The assortment is composed of three new variants of FERRERO ROCHER characterised
by selected origins cocoa and varying cocoa percentages: Ghana with 50% cocoa*,
Ecuador with 65% cocoa* and Ivory Coast with 80% cocoa*.

GHANA ECUADOR IVORY COAST

Fruity and velvety Elegant and harmonious Intense and aromatic

* in the dark chocolate shell

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EXTENSION - Premium Bars

PREMIUM BARS – The Offer PREMIUM BARS – New logo and texture implementation
Ferrero Rocher Premium Bars are meant to reinforce consumers’ emotional bond The new logo will be applied on white cardboard support, maintaining the same
to the brand by offering a new informal way to experience their multisensorial taste characteristics defined by the Core Brand.
and texture, ensuring the inimitable taste of FERRERO ROCHER beyond special occasions. The “Zigrinato“ effect will be applied in the upper part of the central band on the front
The main need state is self-indulgence and the core target is composed of mainstream pack with a tactile effect.
and premium chocolate bar consumers.

Flavours
Ferrero Rocher bars can be savoured in a variety of flavours – Original, Dark Hazelnut
and White Hazelnut; Hazelnut & Almond and Hazelnut & Salted Caramel.

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EXTENSION - Ferrero Rocher Moments

FERRERO ROCHER MOMENTS – The Offer FERRERO ROCHER MOMENTS – New logo implementation
Ferrero Rocher Moments is the first “thermoresistant” product launched in the APAC- The new logo will be applied on the cardboard and on the T1, maintaining the same
MEA region, leveraging on the unique hazelnut taste endorsed by the Ferrero Rocher characteristics as those defined by the Core Brand.
Equity, creating an affordable gifting opportunity. It is part of the broader Power Brand The “Zigrinato” effect will not be applied, due to the specific design of the packaging.
strategy, developed with the objective of improving accessibility and distribution while
preserving the product quality of FERRERO ROCHER with a product more suited for
tropical climates such as India.

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COMMUNICATION GUIDELINES
POS
Digital
TVC

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COMMUNICATION GUIDELINES - POS

TRAYS
The trays are made up of an institutional design and feature a gold background
on the four external sides and the “Ferrero” logotype printed in the middle.
No other elements are included and no internal graphic is provided.
Material: White substrate
Print technology: Offset

Printing colours

POS GOLD 2021 Rocher BROWN

N.B. Exceptions must be validated by PG.

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COMMUNICATION GUIDELINES - POS

COUNTER DISPLAYS – Core

The counter displays are made of an institutional design dominated by a gold
background, enriched by a simulated “Zigrinato” effect that fades from the top down.
Other key elements that make up the graphic are the logotype “Rocher”/“Ferrero
Rocher”*, the merceologia, and the iconic four-layer pyramid.
Inside, the background is all in brown, without any other further elements.
Material: White substrate
Print technology: Offset

Printing colours

CYAN MAGENTA YELLOW BLACK

MATT
Rocher BROWN POS GOLD 2021
VARNISH

* Depending on the destination and on the format (T2, T3, T4)

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COMMUNICATION GUIDELINES - POS

MONOBRAND CROWNERS AND FLOORSTAND - Core

The crowners play a key role in communicating the ‘world’ of the FERRERO ROCHER.
Therefore, reason, the background colour must be dominated by gold and always
include the new rounded logo (do not use only the logotype).

As a recommendation, the logo should be positioned in the top left-hand corner with a
size of around 25% of the total surface.
The “Zigrinato“ effect could be added to the upper part, fading from the top down.

Other elements may be added to promote communication even further, such as the
pyramid image (4 or 9 layers), visual assets related to specific packaging or to taste
appeal, and other elements based on local needs according to seasonal occasions/
promotions.

Material: PET Material: White substrate

Print technology: Offset Print technology: Offset

alternatively

MATT MATT
PET GOLD POS GOLD 2021
VARNISH VARNISH

Example of crowner and display

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COMMUNICATION GUIDELINES - POS

BASES
The bases are composed of an institutional design with gold background and the
“Ferrero” logotype: this gives to the POS a higher level of cross brand consistency.
Any other creativity linked to local needs or specific adaptations must be validated by PG.
Material: PET
Print technology: Offset

Printing colours

PET GOLD Rocher BROWN

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COMMUNICATION GUIDELINES - POS

Example of linear shelf with the golden institutional trays Example of off-shelf display with Ferrero institutional bases

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DIGITAL - Usage of logo

The logo will be implemented in the new Power Brand Website and
social media channels.

Can be used on any background

Recommended for digital applications where the branding space is reduced and
readability is troublesome
Place it centred at the top or at the bottom
It is mandatory to have a clear space around the logo, with no design or graphics,
to make the logo better stand out (please refer to the respect area on page 76)

* Example images with digital rights only

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DIGITAL - Combination: new logo & gold frame

The combination of the new logo and the gold frame is also available.

Any background
Recommended for digital applications where the branding space is reduced
and readability is troublesome
Place the logo centred at the top or at the bottom of the gold frame
Always use the gold frame with light reflections and fading ends, as provided in the
PSD file

* Example images with digital rights only

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DIGITAL - Logotype
The brown
You can use the dark brown or the golden version depending on background colours. Lettering Logo

Applicable on any background

Used where the background, space, number of colours and graphical needs do not
allow the composite trademark to be used

The golden
Lettering Logo

* Example images with digital rights only

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TVC - Logo usage

For TVC usage, it is recommended to integrate the new rounded logo in the final frames.
It is possible to integrate the new logotype when it is required by the BU according to
the specific local creativity and following PG’s validation:
in brown when the background is light;
in gold when the background is dark.

In the final pack-shot frame, if there is the need to integrate the pyramid, it is recommended
to use either the 4 or 9 layers pyramid (please refer to the images at page 46-47).

Full Logotype

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COLOUR CODES
AND GRAPHIC ELEMENTS
Colour codes
Graphic elements

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COLOUR CODES Shiny Gold

Hot/Cold foil Gold Rocher Pet Gold

KURZ 220 LUXOR®
PET Gold foil (or Silver + Transparent Rocher)
The choice between hot foil and cold foil is fully laminated with the printing substrate.
Hot / Cold foil
linked to the selection of plant, printing support, It requires a white print covering (White Plate)
Gold Rocher PET GOLD
KURZ 220 LUXOR® printer and project economic evaluations. in order to print colours on the surface.

This section illustrates the list of printing colours adopted for FERRERO ROCHER Mirror Gold Mirror Gold Mirror Gold
(some of them are linked to specific occasions or flavours). Banderola Flowpack Golden Eggs

Dedicated Gold ink for shiny

MIRROR GOLD MIRROR GOLD MIRROR GOLD gold texture on Golden Eggs
Banderola Flowpack Golden Eggs
bag.

Brand Colour Seasonal Colours Satin-finished Gold

Rocher Brown Rocher Red Satin-finished Gold Rocher Rotogravure Gold Pos Gold 2021
KURZ 220 LUXOR®

Special finish obtained from the combination

Rocher BROWN Rocher RED SATIN-FINISHED of hot/cold Gold Rocher or PET gold + matt ROTOGRAVURE POS
GOLD GOLD (2021) GOLD (2021)
varnish.

Rocher Green Rocher Gold Gravure Rich Pale Gold

Banderola

Rocher GOLD RICH PALE GOLD

Rocher GREEN
GRAVURE (2021) Banderola

Metallic Pink New Rocher Gold Dark Gold Rocher

GUP Rocher

Metallic Pink New Rocher DARK GOLD

GUP Rocher Gold Rocher

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GRAPHIC ELEMENTS

To download all the official graphic materials, refer to the following links:

Logo
[Link]

Logotype
[Link]

Key Images
[Link]

Pyramids
[Link]

3d Packshots
[Link]

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