October 2012

Introduction

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Hozelock Group

Hozelock Group HQ, Midpoint Park, Birmingham, UK

- our retail brand - our B2B brand

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● Consumer at the heart of everything we do● European Manufacturers of Gardening Products● Founded in 1959● Inventors of the worlds first : - Plastic hose connector > Revolutionised watering in the garden - Multi layer Anti kink hose > Transformed the behaviour of hose - Automatic rewind hose reel > Fuss free watering● Direct sales to 40 countries● Market leader in UK, Scandinavia, Baltics, Belgium, Russia● No.1 on hose and hose systems for rest of Europe.● Want to have closest relationship with the consumer of any gardening brand● Innovative supply chain solutions● Investing heavily to deliver growth

Who are we?

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What catagories do we operate in?

Watering Hose Spraying Aquatics Propagation Technical(B2B)

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Product development vision

● Sustainable watering solutions > No tap required

● Insight-led watering > disrupt & find new needs

● Grow like an expert > no pipes, no timers , no fuss

● Starter watering > high margin, high volume, no brainers.

● The Ultimate hose > convert to higher margin

● Easy pond filtration > Perfect ponds made simple

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Why did we evolve our brand positioning?

● We have a 50 year heritage in crafting innovative, well made products

● We recognised there was an opportunity to create a greater emotional bond with our consumers

● We wanted to get a deeper insight into gardeners needs and motivations, so that we could better align our brand to meet their needs

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How did we do it?

● We set out to develop a brand positioning which truly connected with people’s feelings and needs in this category

● Consumer research groups were held throughout Europe to uncover key insights and to understand what triggered brand choice

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What did we find?

● Consumers want a relationship with a company that recognises the pleasure and rewards that they get from their involvement in gardening

● As an English gardening company, we have a passion for helping our consumers create beautiful gardens

● Other brands, talk to engineering expertise, but are quite cold and distant from peoples feelings towards gardening

● Own label brands satisfy functional needs but provide no emotional pleasure

“The pleasure and reward of gardening is key”

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Who is the quintessential Hozelock customer?Mathew is 45 with a family in their early teens. He lives a busy business life and appreciates it when he can spend more time at home. Although his garden isn’t large, it’s his domain and is almost like a haven, especially on a summer evening.

He finds himself becoming more interested in gardening as a source of relaxation, a kind of antidote to work, and he’s beginning to plan how he wants the garden to develop and grow.

For him, this is not a short term thing and will provide pleasure and rewards as the seasons go by. He’s not so precious that he excludes his wife and they often share

gardening tasks with a kind of unspoken contentment. She’s particularly into growing vegetables.

He doesn’t want to become a horticultural expert but it’s quite nice when his friends notice something they’ve done. He’s not particularly into fads and fashions and appreciates quality when he sees it. He’s prepared to spend a bit more on the things he values and looks for products and tools that are well designed and handy to use.

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Our positioning

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How does our positioning differentiate us ?

We will behave with:● The consumer at our heart● Expertise - in all business areas● Dependability - rely on us● Partnership - for life

How we will come across:● Passionate about the joy gardening can bring● Approachable & friendly & never know-it-all● Trustworthy, we’ll never oversell● Helpful on the journey to a beginner or expert

“I feel it’s designed by gardeners, for gardeners”

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Reasons to believeOur Customers Our Consumers Us

“I love dealing with Hozelock, they are key to my business, their products sell well, and are always available. I expect innovation from them as the market leaders”

“Their products are great,and are a real joy to use. Hozelock understand my needs, and are the best source of advice. By using Hozelock products I’ve achieved better results”

“I’ve got a great job in a great company. I definitely play a part in Hozelock’s success, & I enjoy being able to delight my customers, and I’m rewarded for it”

- Quality- Exceptional stock management- Category Management- Sales Service- Training- Pleasant and efficient staff- Exciting new products- A joy to work with

- Marketing campaigns that drive growth

- Easy to find what I need- The leading brand & quality- The performance delighted me- Easy to assemble , use, clean & maintain- Ergonomic, durable, long lasting & stylish

- The best value for money

- Information easily available- Pleasant & healthy working

environment- Efficient systems- Training

- Access to all levels of the team

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The brand wheel

PropositionHozelock invest care and

craftsmanship into every product so you can get the most from

your involvement in your garden

NeedsNuture and connection

PersonalityFriendly

Warm

Helpful

Trustworthy

InsightBeing hands on my garden is a

really rewarding experience. I

love being part of its growth and

seeing it come through the

seasons

ValuesExpertise

Dependability

Partnership

EssenceGardening

for life

MissionTo sustain and grow our position in the UK and double our growth

in Europe

Reasons to believe● 50 years of horticultural expertise

● Durable and dependable products tested to work time after time● Innovative solutions for every watering need

● Gardening and watering experts to answerqueries at any time

Rational benefits● Tactile involvement● Durability● Ease of use● Performance

Emotional benefits● A sense of reward satisfaction● Connection with nature

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The brand platformExpert,

Dependable, A Life long

Partner

STYLE

VALUES

VISION

PROMISEMISSION

GARDENING FOR LIFE

Passionate, Typically British,

Expert gardeners, Approachable

To maximise the pleasure and reward

of gardening

Craftsmanship – designed by gardeners for

gardeners

To make gardens flourish and come

alive

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Validation“Quant research with 2,500 consumers across Europe revealed the potential of our new positioning to significantly influence the intent to buy”

Intended to buy Own Label

Intend to buy Hozelock – prior to new concept

Intend to buy Brand G

Intend to buy Hozelock

- Gardening For Life

25%26%

29%

42%

Our Brand Guidelines

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Important

We defend our intellectual property vigorously. The Hozelock brand, logo, the gardening for life assets and the yellow and grey product colourway are all protected by worldwide copyright, design registration and trademarks.

These guidelines are written to enable a consistent execution of our brand. If you are unsure about artwork being compliant with these guidelines, please do not hesitate to contact our graphic design studio for advice:nick.jones@hozelock.com or gary.boyce@hozelock.com

IF IN DOUBT - ASK!

These brand guidelines, our image library, and the assets required to create our artwork are available for download at www.hozelock.com

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Logo - Quick Start Primary logo Logo - DO NOTS!

Logo on backgrounds

On products the logo should appear in blue on the yellow substrate. The strapline “Gardening for life” is not used.

A black version of the logo is also available for very limited print processes eg. receipt printing. The strapline “Gardening for life” is not used.

Single colour - When printed against a solid black background the logo appears as shown above.

On advertising the logo appears on a vignetted yellow background with our sunshine device and the strapline “Gardening for life”. The logo should never appear in a squared off box. Please refer to p18 for correct usage.

On packaging the logo appears on a vignetted yellow background with our sunshine device. Please refer to p21 for correct usage.

Do not change the colours

Do not place on another image

Do not use the old Hozelock logo

Do not re-introduce the blue background colour

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The identity

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The identity

The identity is created from a series of elements:

● Logo● Tagline● Brand Scene● Colour● Typefaces● Photography● Icon Style

The following pages show these in more detail and demonstrate how they come together when applied.

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Logo

Primary logo

On advertising the logo appears with our sunshine device and the strapline “Gardening for life”

On products the logo should appear in blue on the yellow substrate. The strapline “Gardening for life” is not used.

On packaging the logo appears with our sunshine device.

A black version of the logo is also available for very limited print processes eg. receipt printing. The strapline “Gardening for life” is not used.

When printed against a solid black background the logo appears as shown above.

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Logo: usage

The exclusion zone is 75% the height of a capital ’O’ all around

75% the height of a capital ’O’

20mm width is the minimum size this logo can appear when the resolution is 300dpi or higher.

25mm width is the minimum size this logo can appear when the resolution is below 300dpi.

300dpi or more:

less than 300dpi:

Exclusion Zone Minimum size

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Logo: Don’ts

Do not change the coloursDo not place on another image

Do not re-introduce the blue background Do not use the old Hozelock logo

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88

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TaglineThe tagline “Gardening for life” is coupled with the logo when creating communication such as advertising or POS.The tagline & sunshine can be de-coupled from the logo if the size is below or at minimum.

Minimum size

40mm

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Brand SceneThe brand scene is created from a combination of grass, characters, sunshine and our yellow background.

Sunshine & yellow background Characters

Grass

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Brand Scene: Configuration

The number of characters should not exceed 5 in any one scene. There should be a mix of large, smaller and mid-sized characters in order to create a more

natural scene.

The largest characters should not exceed more

than 3 times the size of the grass in order to maintain the feeling of perspective.

The grass should feel natural and a little uneven. The whole blade need not be in view, in order to leave bleed. The grass should be 1/6th of the height of the overall artwork.

The brand scene is designed to evoke the feel of a garden’s eye view of people being involved with their garden. Different combinations can be used for different executions but some basic rules apply:

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Brand Scene: Do’s

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Brand Scene: Don’ts

Do not use more than 5 characters

Do not remove the sunshine

Do not show too much grass - it feels too even and unnatural

Do not use all the characters at the same size8

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Colours

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Typography

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PhotographyThe key elements to the photography style are as follows:

1. Viewpoint2. Lighting3. Depth of focus4. Involvement of subject matter

The following photos do not necessarily have all of these in combination so the separate elements are demonstrated.

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Photography1. Viewpoint

● Low vantage point for garden’s eye view

● Plants in foreground

Feels in touch and involved with the garden

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Photography2. Lighting

● Evening / Morning light - this light is softer and not as high contrast as midday light

● Soft and warm feeling slightly hazy light - feeling of summer

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Photography3. Depth of focus

● Short depth of focus

● Plants in foreground blurred and background blur

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Photography4. Involvement of subject matter

● Model engaged with the gardening

● Should not be looking at the camera

● Should feel natural and unposed, not too glamorous

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Photography5. Presentations

● Photos to appear within circular border or in “Polaroid” style

● No shots should appear with vignetted borders

● Products to appear as individual cut out images

● No group shots

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Applications

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Stationery

HOZELOCK LIMITEDMIDPOINT PARK, BIRMINGHAM B76 1AB, ENGLAND.TELEPHONE: +44 (0)121 313 1122www.hozelock.comVAT No. 123456 Registered in England & Wales No. 12345

DOLORES GRIMWOODMARKETING MANAGERHOZELOCK LIMITEDMIDPOINT PARK, BIRMINGHAM B76 1AB, ENGLAND.TELEPHONE: +44 (0)121 313 1122

MOBILE: +44 (0)7714 123 123E-mail: dolores.grimwood@hozelock.comwww.hozelock.com

HOZELOCK LIMITEDMIDPOINT PARK, BIRMINGHAM B76 1AB, ENGLAND.TELEPHONE: +44 (0)121 313 1122www.hozelock.com

with compliments

Letter head Compliment slip

Business card

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Office documents

E-mail layoutPowerpoint presentation title slide

Powerpoint presentation slide

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Have you ever found watering

your garden can be one step

forwards and two

steps back? Time to discover

Hozelock Auto Reel with automatic

rewind.

Auto Reel gives you just the right amount of hose with no kinks, knots

or tangles.

To fi nd out more visit

www.hozelock.com

Auto Reel the ultimate easy to use hose reel

Signage

Advertising

Point of Sale

Other materials

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Brand AssetsThe brand assets are constantly evolving but all are available on-line:

www.hozelock.com/distributor-login.html

www.hozelock.com/logos.html

www.hozelock.com/hozelock-videos1.html

Logos

Pictures

Training

Videos

If any specific assets are required please contact Martyna KocjanEmail: martyna.kocjan@hozelock.com

Hozelock Ltd.Midpoint Park, Birmingham. B76 1ABEnglandStudio Contact: nick.jones@hozelock.comgary.boyce@hozelock.com

Switchboard: 0121 313 4242www.hozelock.com