Glossary of terms

  • POS materials – point of sale, also called Off Trade materials, or promotional materials used at the point of sale. For example, wobblers, price tags, packaging boxes for products, etc.
  • On Trade materials: promotional materials used in places where the product is consumed, such as cafes, events. These materials can include umbrellas, place cards, coasters, etc.

  • Key Visual – is the main campaign/brand visual that adapts all future materials.  
  • First packaging and derivatives (other flavors / types).
  • Corporate identity – a set of materials in a single style – logo, business card, envelopes, etc.

  • Graphic Standards – an informative material explaining the permissible use of logos, colors, fonts, and other key visual identity elements in various promotional materials to display the brand correctly and in a similar style in any material. Includes other information, according to the wishes of the customers.