Real pleasure just moments away - David Pinder

Amphora
Real pleasure just moments away
Contents
The Amphora Range....................................................... 04
Standard Range
Full Aroma.......................................................................... 06
Original Blend................................................................... 08
Rich Aroma......................................................................... 10
Mellow Blend.................................................................... 12
Using the Amphora Standard Range Brand............ 15
Using the Amphora Logo.............................................. 16
Applying the Amphora Standard Range Brand..... 17
Standard Range colour use.......................................... 18
Special Reserve
Black Cavendish............................................................... 22
Using the Special Reserve Logo.................................. 24
Applying the Special Reserve Brand.......................... 25
Amphora Packaging........................................................ 26
The Amphora Range
Standard Range
Special Reserve
While perceptions of Amphora are based mainly on the Full Aroma
and Original Blend, the range as a whole gives the brand credibility.
Standard varients are positioned at the same price point within a market.
Amphora has a long history: the original Amphora
dates back to the second half of the 18th century.
Amphora experienced its international boom and
fame in the last 50 years while it was the flag ship
of the Douwe Egberts pipe tobacco division.
Since ITL took over the division of Douwe Egberts
in 1998, Amphora has become the key pipe tobacco
brand within the ITL portfolio.
The main image has been built around its biggest
variant, Amphora Full Aroma.
Amphora Original was the first blend. Different
tastes of consumers led to the development of a
range of flavours.
Amphora - Real pleasure just moments away
Standard Range - Full Aroma
Full Aroma
Full Aroma is the biggest Amphora variant, with 59%
share of the total volume sales and the best market
availability. It is a modern, exciting blend with a strong
aromatic flavour.
Flavour:
A complex mix of subtle aromas inspired
by the sweetness of the Virginia leaf
Pack Size:
50g
Pack Type:
Pouches in outers of five
Of all the standard range, it is the most appealing to
the consumer, and lies at the heart of the brand.
Minimum Order:
250kg
Lead Time:
12 weeks from order to delivery
Artwork Development: Assistance from CM
A full-bodied blend with a hint of fruit-blossom. Subtle vanilla
undertones complement the mellow chocolatey Burleys, while the
Kentucky, Oriental and Virginia grade leaves combine for a fruity aroma
and well-rounded smoke.
Amphora - Real pleasure just moments away
Standard Range - Original Blend
Original Blend
The second biggest variant in the range with 26%
total volume sales, it is considered to be the safe entry
point into pipe smoking. A good, solid, reliable blend
for the conservative pipe smoker. It has a mild flavour
and a pleasant but light room aroma.
Flavour:
A well-rounded blend, emphasising the
chocolatey flavour of Burley tobacco
Pack Size:
50g
Pack Type:
Pouches in outers of five
Minimum Order:
250kg
Lead Time:
12 weeks from order to delivery
Artwork Development: Assistance from CM
Rich chocolatey undertones of the finest Burley tobaccos. Balanced with
Oriental, Kentucky and Virginia leaf, the result is a smooth textured and
easy-burning blend.
Amphora - Real pleasure just moments away
Standard Range - Rich Aroma
10
Rich Aroma
Of the four standard range variants, Rich Aroma is
third in size. With 6% total Amphora volume sales, it
still satisfies a clear consumer need.
Similar to the Full Aroma in image but richer in flavour,
stronger tasting and sweet.
Flavour:
Toasted Burley tobacco complemented
with a hint of hazelnut for a rich
rounded flavour
Pack Size:
50g
Pack Type:
Pouches in outers of five
Minimum Order:
250kg
Lead Time:
12 weeks from order to delivery
Artwork Development: Assistance from CM
An intense blend of real character. A subtle hint of hazelnut brings
out the smoky character of the Kentucky leaf and combines with the
choicest Burley, Oriental and Virginia leaf for a rich, well rounded smoke.
Amphora - Real pleasure just moments away
11
Standard Range - Mellow Blend
12
Mellow Blend
Mellow Blend, although currently the smallest of the
standard range variants, fulfils a clear consumer need
in that it offers the connoisseur a special selection. In
quantitative research, it actually scored the highest for
propensity to purchase of the whole Amphora family.
It is an entry point for younger, new trialists of pipe
tobacco, offering a lighter, easier smoke.
Flavour:
A popular blend of fine tobacco with a
suggestion of mint and balsam
Pack Size:
50g
Pack Type:
Pouches in outers of five
Minimum Order:
250kg
Lead Time:
12 weeks from order to delivery
Artwork Development: Assistance from CM
A cool, smooth and memorable smoke. The blend character of the finest
Oriental leaf is enhanced with the lightest hint of mint and rounded off
with choice Burley, Kentucky and Virginia leaf.
Amphora - Real pleasure just moments away
13
Using the Amphora
Standard Range Varients
Guidelines for using the Amphora logo, images and
type for the Standard Range.
Using the Amphora logo
60mm
26.6mm
22.5mm
3mm gap
When reproducing the
Amphora brand standard
range, elements must
be used in proportion as
indicated here.
2.7mm gap
The standard range has its own version of the crest and must only be applied to this range. The crest, the brand name and the
endorsement should be used together. If space available is too restricted, the crest and the brand name should have priority.
1
Applying the Amphora brand
Crest
Hand drawn crest
Gold
Variant Name
Bembo Semi bold 26pt and 22pt
White out
Brand Name
Hand drawn logo
White out
Endorsement
Bembo Bold 7.2pt
Tracking to fit 60mm width
Gold
Variant Description
Bliss (caps) Light 9.5pt and 10pt leading
Gold
Weight
Agenda Medium 17pt
Gold
The guidelines indicated for the Amphora brand and logo apply across all variants in the Standard Range
Amphora - Real pleasure just moments away
1
Standard Range - Colour Usage
FULL
AROMA
Red:
M Red:
D Red:
Pantone 173 CV
Pantone 201 CV
Pantone 1817 CV
ORIGINAL
BLEND
Brown:
M Brown:
D Brown:
Pantone 160 CV
Pantone 1685 CV
Pantone Black
RICH
AROMA
Green:
M Green:
D Green:
Pantone 362 CV
Pantone 350 CV
Pantone 3308 CV
MELLOW
BLEND
Orange:
Pantone 137 CV
M Orange: Pantone 167 CV
D Orange: Pantone 725 CV
For the purposes of general promotional products and supporting advertising, wherever possible, a four spot colour printing process should be used in the
reproduction of the Amphora brand and background effects. For the purposes of general promotional products and advertising, the background illustration can also
be printed in 4 colour process instead of specials (Pantone colours) to reduce costs where necessary.
Gold:
Spot Pantone 871 CV
Where gold has been specified in the branding and for the purposes of general promotional
products and supporting advertising, the Gold can be made up of the following CMYK values:
C - 30%, M - 40%, Y - 80%, K - 0%.
1
Amphora - Real pleasure just moments away
1
Special Reserve
The connoisseur’s choice, Amphora Special
Reserve is the marque of superior blending and
the very finest tobacco, creating the ultimate
smoking experience.
Special Reserve - Black Cavendish
22
Black Cavendish
While the standard range offers consumers a clear
mainstream proposition, the Black Cavendish Special
Reserve supports Amphora’s core image as an expert
tobacco house by offering a rich blend of double
fermented dark and spicy tobaccos.
Flavour:
A rich blend of double fermented dark
and spicy tobaccos
Pack Size:
50g
Pack Type:
Pouches in outers of five
Minimum Order:
250kg
Lead Time:
12 weeks from order to delivery
Artwork Development: Assistance from CM
Finest Virginia tobaccos are double fermented to produce a rich, dark
tobacco which combines perfectly with the amber tones of the Burley,
Oriental and Kentucky leaf. The result is a finely balanced blend with a
luxurious slow burn and a full bodied and spicy bouquet.
Amphora - Real pleasure just moments away
23
Using the Special Reserve logo
36.3mm
Crest 11.4mm
Guidelines for using the
Amphora logo, images
and type for the Special
Reserve Range
26mm
8mm
The Special Reserve has its own
version of the crest and must
only be applied to this variant.
The crest, the brand name and
the endorsement should be used
together. If space available is too
restricted, the crest and the brand
name should have priority.
For the purposes of general promotional
products and supporting advertising,
wherever possible, a four spot colour
printing process should be used in the
reproduction of the Amphora brand and
background effects. The background
illustration can also be printed in 4 colour
process instead of specials (Pantone
colours) to reduce costs where necessary.
When reproducing the Special
Reserve Range, elements must be
used in proportion as indicated here.
For most POS and promotional designs,
the Standard Range logo and branding
should be used.
46mm
2
Applying the Special Reserve Brand
Crest and Endorsement
Hand drawn Crest and text
Brand Name
Hand drawn logo
Range Name
Hand drawn script
Variant Name
Goudy 15pt
Tracking to fit 56mm
Range Description
Bliss Light 7pt on 10pt leading
Seal
Hand drawn script plus Bliss Light 7pt
Background
100% Black
Variant Description
Hand drawn script
Illustration Colour
Blue:
Pantone 274 CV
M Blue: Pantone 2597 CV
Black: Pantone Black CV
Weight
Agenda Medium 12pt
Wherever possible, a four spot colour printing process should be used in the
reproduction of the Amphora brand and background effects.
Amphora - Real pleasure just moments away
2
Amphora Packaging
The Amphora range is available in pouches of 50g.
26
Packaging
Content
Weight
Dimensions
Display outer
5 pouches
250g
77 x 100 x 158 mm
Shipping case
24 outers (equals 120 pouches)
6kg
480 x 210 x 325 mm
Pallet
40 cartons
240kg
1000 x 1200 x 1470 mm
Amphora - Real pleasure just moments away
2
Contact Details
Imperial International Head Office
Farnham House, Farnham Lane, Farnham Royal,
Slough, SL2 3RQ, England
Tel: +44 (0) 1753 669 600