Issuu

E I C H H O LT Z B R A N D B O O K V E R S I O N 0 1

JANUARY 2025

INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

“We are Eichholtz, creators of a world of inspired living.”

E I C H H O LT Z B R A N D B O O K

INTRODUCING: The Eichholtz Brand Book Taking this moment to examine and explore what Eichholtz truly is, what the brand means and aims to achieve is both a privilege and a landmark. This document focuses on both our brand ambitions and our visual identity as a means to establish our purpose, our beliefs and the direction of our future. As a multi-platform business that utilises diverse forms of communication, here we will set out clear guidelines that best define Eichholtz.

E I C H H O LT Z B R A N D B O O K

CONTENT OVERVIEW

BRAND STRATEGY

VISUAL IDENTITY

What we stand for

How we present ourselves

Introduction

Brand Personality

Identity elements

Store elements

Introduction

Brand personality

Content Overview

Archetypes

Personalities

The Eichholtz logo

Signage and decals

Logo use

Store merchandising

Colours

Typography

Digital appearance

Brand Story

Brand Tone of Voice

Use of typography

Website

Manifesto

Voice Principles

Iconography

Mailers

The Board

Examples

Visual content

Social media

Brand Core

Audience

Photography

Channels

101

Belief, Purpose, Positioning

Audience

Use of images

Profile requirements

102

Core Values

Profiles

Product Photography

107

Values Deep Dive

Audience behaviour

Videography

Copyrights

112

Stationery items

Presentations

Printed publications

Material use

E I C H H O LT Z B R A N D B O O K

BRAND STORY The origin of Eichholtz

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

BRAND STORY The origin of Eichholtz

The entrepreneurial spirit of our founder Theo Eichholtz, inspired by his extensive travels throughout the world, created a company offering the finest quality design with a dedicated service excellence. This remains at the heart of Eichholtz. A company that began as an import business has evolved into an internationally renowned brand with a presence in over 100 countries, perfectly balancing a European sensibility and esthetics with a luxurious, global perspective. It’s the presentation of collections, coupled with our expertise, authenticity, and attention to service that we provide that differentiates us in the luxury furniture market, enabling us to engage, inspire, surprise, and grow our audience. Eichholtz, to us, is a complete luxury lifestyle. It represents integrity, imagination, elegance, and the creation of considered environments in which enrich our lives.

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

BRAND MANIFESTO Why we exist

At the heart of what we do at Eichholtz, our aim is to inspire and engage our discerning industry audience of retailers, interior designer and architects and hospitality specialists. We do this by creating luxury curated environments that then enable our visionary partners to present unique and timeless collections to their customers. Design-wise, a desire to engage with the past but explore contemporary living that feels at once elegant and familiar, yet surprising and dynamic is very much at our core. Central to that are the relationships we have nurtured over many years with our large network of supply chain collaborators. With that comes integrity and trust, essential to how we operate; therefore, service is paramount. Eichholtz means attention to detail, reliability, and efficiency. It means a sophisticated and luxurious way of life.

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

THE BOARD Meet the board members

MICHIEL HERKEMIJ CEO and President

At Eichholtz, our highly experienced board members represent the values that continue to drive the company to evolve in terms of leadership,

product design,

entrepreneurial

behaviour and driving forward our performance. For more insight on each board member, read their full biographies on Eichholtz.com.

MEET THE BOARD →

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EDWIN VAN DER GUN

RUBEN ALEBREGTSE

Chief Creative Officer

Chief Financial Officer

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BRAND CORE The heart of the company

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

BRAND CORE The heart of the company

BELIEF

PURPOSE

POSITIONING

What drives our work

The role we play

What makes us unique

At Eichholtz we believe that our living

Transforming spaces into unforgettable

Our ability to inspire our audience

environments are a creative expression

and beautiful sanctuaries in which to

by striving for beauty and exploring

of who we are and how we wish to live.

feel energized, happy, and serene is the

what’s possible is crucial. We create an

root of our existence.

all-encompassing vision of luxury living coupled with operational know-how.

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

CORE VALUES What makes us fit for the task

DISCOVERY OF DESIGN

The way we communicate is key and aims to present a World of Eichholtz

AUTHENTICITY AND COLLABORATION

Integrity and working with dedication and passion is essential to us as a

to our customers that in turn enables them to showcase inspirational design

business. We are here to inspire and surprise but also to listen and learn.

environments, we’re constantly challenging ourselves and our clients to push

Our role as facilitators is to guide our audience to success and then to

the boundaries of what’s possible.

acknowledge our gratitude for customer loyalty.

SOPHISTICATION AND STYLE

Expertise and know-how brings with it a quiet confidence. Eichholtz creates

A GLOBAL PLAYER WITH A EUROPEAN SENSIBILITY

Understanding that our messaging can be bold, direct, and confident feels

a refined tone that embraces luxury and elegance and seamlessly blends

deeply rooted in our Dutch heritage — a nation known for its straight-forward

heritage and classicism with a modern way of living.

communication. This shows we are tenacious and committed.

THE POWER OF NARRATIVE

There’s nuance and subtlety to be found in the language we’re able to

B R A N D S T R AT E GY

RESPONSIBILITY AND ACCOUNTABILITY

Evolution and future proofing also means asking difficult questions, making

use, which enables us as a brand to convey emotions. Storytelling is an

changes and striving to do better. Eichholtz isn’t afraid to blaze a trail to

opportunity to be inclusive and welcoming and to invite our audience in.

make the industry more responsible.

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INTRODUCTION

BRAND CORE

BRAND STORY

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

CORE VALUES Core value deep dive

DISCOVERY OF DESIGN

SOPHISTICATED AND STYLISH

Inspire to contemplate the answers

Confidence, style and refinement

The way we communicate is key and to present a world of Eichholtz to our customers that in turn enables them to showcase inspirational

design environments, we’re constantly challenging ourselves and our clients to

Expertise and know-how brings with it a quiet confidence. Eichholtz creates a refined tone that embraces luxury and elegance and

seamlessly blends heritage and classicism with a modern way of living.

push the boundaries of what’s possible. Essential to the success of that sophisticated combination is the alignment People respond favourably to this unexpected and optimistic sense

of ambience, fine quality and atmosphere that we are able to create in

of discovery, the feeling that every time they access our team and our

all of our environments. Connecting to our audience requires consistency

collections at a trade fair, a showroom or on our digital platforms there

of voice, embracing our worldliness and then presenting it in a nuanced

will be something to inspire them, to engage them and draw them closer

and dignified manner.

to the brand.

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INTRODUCTION

BRAND CORE

BRAND STORY

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BRAND TONE OF VOICE

AUDIENCE

CORE VALUES Core value deep dive

THE POWER OF NARRATIVE

AUTHENTICITY AND COLLABORATION

Motivate and inspire

Feel rewarded and reassured

There’s nuance and subtlety to be found in the language we’re able to use, which enables us as a brand to convey emotions. Storytelling is

an opportunity to be inclusive and welcoming and to invite our audience in.

Integrity and working with dedication and passion is essential to us as a business. We are here to inspire and surprise but also to listen and

be empathetic. Our role as facilitators is to guide our audience to success and then to acknowledge our gratitude for customer loyalty.

Curating ideas and experiences to motivate and inspire the wider creative community means working in an expressive, bright, and assured style.

We can be trusted, we are solutions-based and are here to make the

Eichholtz maintains its understated refined delivery that feels intelligent,

pathway of conducting business with us effortless and enjoyable. The key is

broad-minded, and full of warmth.

showing our genuine selves, making personal connections, creating a dialogue towards a mutual goal.

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INTRODUCTION

BRAND CORE

BRAND STORY

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

CORE VALUES Core value deep dive

A GLOBAL PLAYER WITH A EUROPEAN SENSIBILITY

RESPONSIBILITY AND ACCOUNTABILITY

Tenacious and committed

Evolution and future proofing

Understanding that our messaging can be bold, direct, and confident feels deeply rooted in our Dutch heritage — a nation known for

its straight-forward communication. This shows we are tenacious and

Evolution and future proofing also means asking ourselves difficult questions, making changes and striving to do better. Eichholtz isn’t

afraid to blaze a trail to make the industry more responsible.

committed. ESG (Environmental, Social and Governance) has become an essential part Coupled with the nuance of our messaging and the accepted gravitas

of what Eichholtz represents and will remain high on our agenda. Ensuring

that being established in Europe affords us, taking our brand to a global

we’re a business with a conscience and always open to learn to improve our

audience and opening ourselves to the wider world, embracing all that it

practices and lead by example is what matters. Doing the right thing is not

brings strengthens our value and intent.

just a hollow strategy but who we are and what we stand for.

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BRAND PERSONALITY Behaviour and expression

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

BRAND PERSONALITY Behaviour and expression

Examining more closely how we express ourselves as a brand and how we then behave and communicate helps us to understand our ambitions and connect with our audience on a deeper, more meaningful level. Building a personality around classic architypes means a more coherent and distinctive approach to telling the story of Eichholtz.

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

ARCHETYPES Enduring archetypes

THE “CREATOR”

THE “EXPLORER”

THE “SAGE”

The Motto: “If it can be imagined, it can be created.”

The Motto: “Don’t fence me in.”

The Motto: “The truth will come out.”

Core Desire: We aim to create with meaning and an

Core Desire: With the freedom to unearth who we

Core Desire: To discover the truth and help others gain

enduring value. The Creator is imaginative, artistic,

really are, we are ambitious innovators. The Explorer

wisdom and insight. The Sage is knowledgeable and

inventive, entrepreneurial, and non-conformist. As a

seeks freedom without limits and is fearless and

to be trusted, able to be thoughtful and practical. We

brand we wish to help customers express or create

daring, taking time to appreciate the journey rather

offer assurance and reliability and gently guide those

using their imagination.

than the destination.

around us.

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INTRODUCTION

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THE EICHHOLTZ ARCHETYPE The “Forward Thinker”

At Eichholtz we feel the confidence to blaze and trail, take innovation, creativity, productivity, and our sense of purpose that enables us to craft our own archetype. The "Forward Thinker" embodies both the forward motion and ambition of the "Explorer" while also tapping into the entrepreneurial spirit of the "Creator". The "Forward Thinker" looks for inspiration and innovation in everything, especially where it is least expected. The "Forward Thinker" is motivated by gathering knowledge and having the gumption to try new things. Strategically this newly combined archetype affords us an opportunity to clearly define our own path and deliver our distinct message.

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

PERSONALITIES The four personality pillars

PASSIONATE

REFINED

Our dedication and strength of our convictions is reassuring and inspiring.

Our insight, creative expertise and experience enables us to establish

Our attention to detail and elegant expressions as part of our presentation

how we might pass on our knowledge to our audience, to draw them in.

instills confidence in our partners and consumers. They are confident in our

Our concepts and communication create a feeling of aspiration, inspiration

taste, quality, and operational capabilities.

and inclusivity.

CAPTIVATING

SURPRISING

We are able to delight and intrigue our audience with the stories we tell.

The ability to offer a new perspective and philosophy, be that through

Our ability to leave a lasting impression engenders loyalty and fascination.

aesthetic interpretation, communication, or delivery, we seek to astonish and

Enthralling people with conveying a sense of discovery is always grounded

delight while retaining the confidence and faith we have built up.

in feasibility.

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BRAND TONE OF VOICE Finding the right words

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VOICE PRINCIPLES Primary

Secondary

CREATIVELY CURIOUS

We’re motivated by a desire to unlock a world of beauty and inspiration, so

WARMLY WELCOMING

We provide a space for inspiration, and solutions for living luxuriously, so our

we always ask ourselves what’s possible, and create a dialogue with our

brand should listen to — and show empathy for — our audience, and make

community to inspire them to contemplate the answers.

them feel rewarded and reassured for spending time with us.

ENDLESSLY ELEGANT

A tone that effortlessly fits with our environments, speaking in a manner that

PASSIONATELY PROFESSIONAL

We curate ideas to motivate and inspire other creators, so our language

exudes confidence, style and refinement. Eichholtz tastefully blends and

is expressive, enthusiastic and often understated — we choose our words

communicates a classic aesthetic with contemporary relevance.

carefully, and tell emotive stories that invite people into our world.

EFFORTLESSLY EUROPEAN

Our roots are in the Netherlands, which has a reputation for directness — we see that as an opportunity to be clear, confident and considered and to process valuable feedback. We’re never blunt, but we understand that boldness shows our sense of purpose and opportunities for change.

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EXAMPLE Product description CHANDELIER GRAYSON Combining a robust vintage brass frame, with layers of hand-blown glass in a pleasing blend of muted shades[3], this contemporary chandelier evokes a sense of glamorous art deco sophistication[2]. The cascading strips suggest a delicate fabric, dancing in the light[4] to create an unforgettable impression from every angle. Casting a warm glow, this effortlessly elegant piece creates the perfect ambience for many a whispered conversation[1].

1. CREATIVELY CURIOUS

3. WARMLY WELCOMING

2. ENDLESSLY ELEGANT

4. PASSIONATELY PROFESSIONAL 5. EFFORTLESSLY EUROPEAN

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EXAMPLE Product description COFFEE TABLE NAPLES Presented as a nest of three, this inspired coffee table could be the bold centre-piece in any living room. Combining soft curves and purposeful points[2], the unusual plectrum shape brings a subtle musicality to the design[1], while the Italian black marble suggests stability and substance[4]. With endless configurations to explore[3], this becomes a versatile and surprising piece that’s sure to delight.

1. CREATIVELY CURIOUS

3. WARMLY WELCOMING

2. ENDLESSLY ELEGANT

4. PASSIONATELY PROFESSIONAL 5. EFFORTLESSLY EUROPEAN

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Those who we aim to inspire

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AUDIENCE Audience profiles

To reach a true understanding and a deeper connection with the Eichholtz customer is it essential to learn more about who they are and how they operate. It is for us to ask what we can do for them, how we can best service their needs, inspire them, broaden their horizons, and improve their delivery. Our core customers include those interior design professionals, retailers, and hospitality specialists.

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AUDIENCE

AUDIENCE PROFILES Profile #01 “I spend half my life travelling and seeking inspiration for my clients — the whole world is my mood board, and inspiration can come from anywhere. I’m always looking for partners who can filter the world for me, and showcase the very best of what’s out there. It enables me to offer the best in class to my clients. I’m a big believer in eclecticism, but it doesn’t happen by accident. It takes a special skill to create a diverse and dynamic space with balance and calming energy. Corporate clients don’t just want my eye, they’re just as concerned with my ability to deliver. In this industry, a missed deadline is unthinkable, so I need to collaborate with businesses that value my reputation as much as their own. As an interior designer, I see my role as going far beyond the visual. I’m creating tangible experiences, so any materials I choose need to be more than just objects of beauty. They need to feel like they belong, and help to tell the visual story I’m composing. More than anything, I try to remember that high-end clients don’t look for luxury - they expect it in their product as well as the services.”

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LAUREN SMITH, AGE 32 Interior Designer

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BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

AUDIENCE PROFILES Profile #02 “We founded our luxury furniture and decoration boutique in 2011, to offer people access to a more stylish, surprising and inspired range than they’d find in the standard stores. I love that we’ve created a space that allows people to envisage the life they want, but it’s up to me to be able to get them the things they need. This kind of luxury comes at a price, but I’ve always believed that value is far more important than cost. We select our products for their aesthetic value and moreover the quality of service as reliability is standard in our services. Designing your home is such an intensely personal thing, and the options can be overwhelming. So the last thing anyone wants, once they’ve found something they really love, is the frustration of endless waiting times, or unfulfilled orders. That’s why we love working with Eichholtz as their services are unmatched.”

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SOPHIA DENHAM, AGE 41 Luxury Boutique Owner / Stockist

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

AUDIENCE PROFILES Profile #03 “I’d be the first to admit that I don’t have a great flair for design, but as managing director for a luxury boutique hotel, I’ve developed a real eye for detail and a love of premium quality features. I’m responsible maintaining our unique position in our local market, so the spaces we create for our guests have to be completely in tune with the experience we’re building. We have a strong design partner with an impeccable aesthetic, but it’s up to me to balance their creative vision with the practicalities of budget management, logistics and time-scales. All of this means that, while it’s easy to find your head turned by some breathtaking objet d’art, I try to keep a pragmatic sense of what’s going to be comfortable, durable and practical. With that said, in this market, we need to offer a guest experience that will surprise and delight, so a little touch of the unexpected can make all the difference between a regular hotel stay and an unforgettable visit.”

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RICHARD BAZEL, AGE 54 Director Boutique Hotel

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INTRODUCTION

BRAND STORY

BRAND CORE

BRAND PERSONALITY

BRAND TONE OF VOICE

AUDIENCE

AUDIENCE BEHAVIOUR What we hope to achieve through our efforts

FEEL

THINK

KNOW

What EMOTIONS do

What OPINIONS do

What FACTS do they

What ACTIONS do

they need to feel?

they need to form?

need to remember?

they need to take?

Inspired

“They listen to me and

“They can always

Discover

understand my world.”

be relied upon.”

“There are always beautiful and

“Their service helps me

surprising new pieces in the pipeline.”

make better decisions.”

Anticipate (our next collection)

“They have my best interests at heart —

“They are synonymous with

Recommend (to peers)

placing relationships over transactions.”

living luxuriously.”

Reassured Delighted Valued

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Buy

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

E I C H H O LT Z B R A N D B O O K

CONTENT OVERVIEW

VISUAL IDENTITY How we present ourselves

Identity elements

Visual content

Store elements

Collaborations

108

The Eichholtz logo

Photography

Signage and decals

Collaborations

109

Logo use

Use of images

Store merchandising

Brand representation

110

Colours

Product Photography

Website integration

111

Typography

Videography

Use of typography

Copyrights

112

Iconography

Digital appearance

Website

Mailers

Stationery items

Presentations

Social media

Printed publications

Channels

101

Material use

Profile requirements

102

107

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS The basis of the visual identity

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

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IDENTITY ELEMENTS

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

THE EICHHOLTZ LOGO The original The iconic Eichholtz logo ensures that the Eichholtz brand stands out against global competitors. For this reason, the logotype must never be redrawn or altered in any way. The logo is confident, simple and above all, effective. No other elements should therefore be used in direct contact with this logo as this will only serve to weaken the strength of the message.

DOWNLOAD LOGO PACKAGE →

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

ORIGINAL LOGO ON WHITE

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

ORIGINAL LOGO

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

ALTERNATIVE LOGOS Unified variations Alternative Eichholtz logotypes are used for different styles of DOWNLOAD LOGO PACKAGE →

communication. Please ensure that you check which logotype is appropriate to your communication before selecting.

Original logo

Anniversary logo

Brand mark

Word mark

Anniversary word mark

Flat logo* *The size of brand mark in the flat logo is reduced to 60%.

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

ALTERNATIVE LOGOS Anniversary logo Our 30th anniversary milestone presented us with the perfect opportunity to design a dedicated variation of the original logo, which can only be used for certain applications.

CAN BE USED FOR THE FOLLOWING APPLICATIONS: ✓ Logo sticker on window ✓ Letterhead | Stationary ✓ Digital assets, e.g. Social media / Website ✓ Print work like advertisements CAN NOT BE USED THE FOLLOWING APPLICATIONS: Permanent logos on building facades

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

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IDENTITY ELEMENTS

VISUAL CONTENT

LOGO COMPOSITION Dimensions and spacing

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

We can maximise visual impact and protect the visibility of the logo, simply by creating an invisible clear zone around it. The minimum spacing distance around the logo is measured by the height of the brand mark. The spacing distance between the word mark and the brand mark is

Minimum spacing distance Logo centre line Guidance lines

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

measured by the size of the letter "H" from the word mark. The same distance is applied to the space between the word mark and the date of the establishment of the company.

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

VISUAL CONTENT

LOGO COMPOSITION Dimensions and spacing

STATIONERY ITEMS

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DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

Minimum spacing distance Logo centre line Guidance lines

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

measured by the size of the letter "H" from the word mark. The same distance is applied to the space between the word mark and the date of the establishment of the company.

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LOGO USE Do's

RESPECT MINIMUM SPACING

ALIGN THE LOGO CORRECTLY

PICK THE RIGHT LOGO

KEEP THE LOGO VISIBLE

USE THE COLOUR PALLETS

The minimum logo spacing

Make sure that the logo is

Always choose the right logo

Always make sure that the

The logo may only be used

should be respected at all

always aligned correctly.

variation for the situation and

logo remains visible on a busy

in the colours of the primary

the purpose of the logo.

or colourful background.

and secondary colour palette,

times. This gives the logo enough room to breathe.

unless exceptions have been approved by Eichholtz.

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COLLABORATIONS

LOGO USE Don'ts

DO NOT SKEW

DO NOT STRETCH

DO NOT ALTER

DO NOT ROTATE

DO NOT ADD TEXT

The logo must never be

The logo may never be

The logo may never be used

skewed in any direction.

stretched, neither the width

changed in terms of size,

partially rotated, other than

with an unapproved added

nor the height of the logo.

thickness, shape or form.

completely horizontal or

underline title or other forms of

completely vertical.

additional text.

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GALLERY LOGO Unified variations

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DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

A gallery logo may only be used by acknowledged gallery partners and has to meet the mentioned requirements. It's a combination of the original Eichholtz logo and the location of gallery, based on a village or city name.

Maximum text width

Location font:

Font colour:

Sofia Pro Light

Keep the same as the logo

Font spacing:

Font alignment:

230

Centred

The location text of the gallery logo is always centred and placed underneath the "Eichholtz logo". Also, the font used for the location text is Sofia Pro Light, all characters in capitals with a spacing of 230. The colour of the text should always be

DOWNLOAD GALLERY LOGO →

the same as the logo itself.

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VISUAL CONTENT

LOGO COMPOSITION Dimensions and spacing

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

Minimum spacing distance Logo centre line

measured by the size of the letter "H" from the word mark. The bottom of the store location is aligned to the bottom of two times the "H" hight.

Guidance lines

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STATIONERY ITEMS

BRAND STORE LOGO Unified variations

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

A brand store logo may only be used by acknowledged brand store owners and has to meet the mentioned requirements. It's a combination of the original Eichholtz logo and the brand store name.

Maximum text width

Location font:

Font colour:

Sofia Pro Regular

Keep the same as the logo

Font spacing:

Font alignment:

230

Centred

The location text of the brand store logo is always centred and placed underneath the "Eichholtz logo". Also, the font used for the location text is Sofia Pro Medium, all characters in capitals with a spacing of 230. The colour of the text should always be

DOWNLOAD BRAND STORE LOGO →

the same as the logo itself.

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

E I C H H O LT Z B R A N D B O O K

IDENTITY ELEMENTS

VISUAL CONTENT

LOGO COMPOSITION Dimensions and spacing

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

Minimum spacing distance Logo centre line

measured by the size of the letter "H" from the word mark. The bottom of the store location is aligned to the bottom of two times the "H" hight.

Guidance lines

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

E I C H H O LT Z B R A N D B O O K

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COLOURS Primary colours

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The colours below are the Eichholtz primary colours — the core colour palette. Used in combination, they are strong brand signifiers and are fundamental to brand identity. It is important they are used carefully on core items so that they remain powerful and effective brand elements.

BLACK

DARK GREY

LIGHT GREY

SOFT BEIGE

WHITE

Hex number: #000000

Hex number: #969696

Hex number: #d2d2d2

Hex number: #f7f4f2

Hex number: #ffffff

R: 0 G: 0 B: 0

R: 150 G: 150 B: 150

R: 210 G: 210 B: 210

R: 248 G: 245 B: 243

R: 255 G: 255 B: 255

C: 0 M: 0 Y: 0 K: 100

C: 0 M: 0 Y: 0 K: 50

C: 0 M: 0 Y: 0 K: 20

C: 0 M: 1 Y: 1 K: 2

C: 0 M: 0 Y: 0 K: 0

Pantone:

Pantone Black C

Pantone Cool Gray 7 C

Pantone Cool Gray 2 C

Pantone 9226 C

All white

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COLLABORATIONS

E I C H H O LT Z B R A N D B O O K

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COLOURS Secondary colours

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DIGITAL APPEARANCE

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Our secondary colours shown below can be used in combination with our core colours, introducing subtle differentiation and variety to applications. They too must be used carefully to complement and enrich our strong brand identity.

GLOSSY PURE BLACK

GLOSSY COOL SILVER

GLOSSY WARM GOLD

GLOSSY SOFT GOLD

METALLIC GOLD

KURZ BLACK FOIL

KURZ SILVER FOIL

KURZ GOLD FOIL

Hex number: #a79966

LUXOR 362

ALUFIN

LUXOR 232

LUXOR 332

R: 167 G: 153 B: 102

COLLABORATIONS

C: 20 M: 25 Y: 60 K: 25 Pantone: Pantone® Metallic 871 C

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COLOURS Seasonal colours

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Our seasonal colours shown below are based on the colours used during that season and can be used in combination with our primary and secondary colours, but are temporary and limited to use only during a specific season. They too must be used carefully to complement and enrich our strong brand identity.

LIPSTICK VELVET

WARM BORDEAUX

LYSSA SAND

BOUCLÉ ROUGE

BOUCLÉ ROSE

Hex number: #a6192e

Hex number: #f7f4f2

Hex number: #b4aca6

Hex number: #8f5653

Hex number: #c6848e

R: 166 G: 25 B: 46

R: 248 G: 245 B: 243

R: 180 G: 172 B: 166

R: 143 G: 86 B: 83

R: 198 G: 132 B: 142

C: 24 M: 100 Y: 85 K: 17

C: 36 M: 84 Y: 75 K: 44

C: 31 M: 28 Y: 31 K: 0

C: 36 M: 69 Y: 60 K: 20

C: 22 M: 55 Y: 33 K: 0

Pantone:

Pantone 187 C

Pantone 9226 C

Pantone warm grey 4U

Pantone 1815 U

Pantone® 194 U

COLLABORATIONS

PLEASE NOTE: THIS SEASONAL COLOUR PALLET CAN BE ONLY USED TILL THE END OF JUNE 2023

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TYPOGRAPHY Referring to Eichholtz GRAMMAR RULES

PUNCTUATION

In writing, Eichholtz should always be referred to starting with a capital

When referring to a cumulative, combining two non-contrasting items with

"E" or entirely written in capitals. Writing Eichholtz in all lowercases should

the word "and" it is strongly recommended to use the written word "and"

always be avoided, unless it is simply impossible — such as domain names

over a logogram such as an ampersand (&) — to keep our communication

or mail addresses which can only be in lowercase: info@eichholtz.com.

as clear as possible. In some cases, however, it is permissible to use logograms over a written word. Especially when it adds value to the ethical

Eichholtz always appears in the singular as one soul, a collective company

visual appearance.

and should never be paired with an apostrophe referring to a singular possession, despite grammatical rules.

When referring to numbers and values in a written context, all numbers including and below twenty should be written out in full. This rule does not

✓ Eichholtz is a B2B company.

apply to prominent titles and headings.

✓ The success of Eichholtz. ✓ Furniture, lighting and accessories are our main product categories. eichholtz is a B2B company.

✓ Eichholtz has three main product categories.

Eichholtz' success. Furniture, lighting & accessories are our main product categories. Eichholtz has 3 main product categories.

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TYPOGRAPHY Primary fonts Sofia Pro is a charismatic, modern sans-serif type. It is the company’s primary typeface and is to be used in all printed collateral when possible. It is available in a full range of weights and italics from extra light to semi bold italic.

NO LICENCE IS NEEDED FOR THIS FONT TYPE: Adobe font: Sofia Pro →

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Sofia Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!@#€$%^&*():”[] Sofia Pro Extra Light Sofia Pro Extra Light Italic Sofia Pro Light Sofia Pro Light Italic Sofia Pro Regular Sofia Pro Regular Italic Sofia Pro Medium Sofia Pro Medium Italic Sofia Pro Semi Bold Sofia Pro Semi Bold Italic

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TYPOGRAPHY Primary fonts Silk Serif is a graceful and recognizable typeface. A refreshingly simple design that offers a crafted elegant finish. It is modern in its transitional style, but with a hint of the classic. When a serif type is needed, for instance in editorial design use for magazines, Silk Serif can be used frequently but always in a sophisticated, yet playful way. It can be used for creative headings, streamers or body copy, but should always be treated as an accent to complement the primary typeface Sofia Pro. A LICENCE IS NEEDED FOR THIS FONT TYPE: Not an Eichholtz gallery? Please get your licence here →

A LICENCE FREE ALTERNATIVE: Adobe font: Scotch Display Roman →

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COLLABORATIONS

Silk Serif Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!@#€$%^&*():”[] Silk Serif Extra Light Silk Serif Extra Light Italic Silk Serif Light Silk Serif Light Italic Silk Serif Regular Silk Serif Regular Italic Silk Serif Medium Silk Serif Medium Italic Silk Serif Bold Silk Serif Bold Italic

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TYPOGRAPHY Secondary fonts Apart from our primary and secondary fonts, in some cases we use playful accents to enrich our typography. These accents are usually applied with script or handwritten typefaces. We prefer to keep the use of these accents to a minimum, to avoid overshadowing the primary visual brand style.

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Antro Vectra Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ? ! @ # € $ % < > & * ( ) : [ ]

Only apply these fonts as subtle accents on rare occasions, such as a signed letters or short personal quotes. Visual examples can be seen on the next pages.

NO LICENCE IS NEEDED FOR THIS FONT TYPE: Adobe font: Antro Vectra Regular →

ICT Blair Regular A B C D E FG HIJ K LM N O P Q RSTUV W X Y Z a b c d e fg h ij k l m n o p q r st u v w x y z 0123456789?!@#€$%^&*():”[]

A LICENCE IS NEEDED FOR THIS FONT TYPE: Please get your licence here: ICT Blair Regular →

PLEASE NOTE: THESE ARE NOT FIXED FONTS AND MAY VARY FOR CERTAIN APPLICATIONS

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USE OF TYPOGRAPHY Title examples SILK SERIF - EXTRA LIGHT CAPITALS SOFIA PRO - SEMI BOLD CAPITALS

TAKING LUXURY OUTDOORS SOFIA PRO - EXTRA LIGHT CAPITALS

CHAIR MELLO BOUCLÉ ROSE

SOFIA PRO - LIGHT CAPITALS

SILK SERIF - EXTRA LIGHT ITALIC LOWER CASE SILK SERIF - EXTRA LIGHT CAPITALS

INTRODUCING the new EICHHOLTZ COLLECTION SILK SERIF - EXTRA LIGHT CAPITALS

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

HIGHLY POLISHED SMOOTH SURFACES SILK SERIF - EXTRA LIGHT ITALIC CAPITALS

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STATIONERY ITEMS

USE OF TYPOGRAPHY Text examples SOFIA PRO - SEMI BOLD LOWER CASE

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

SILK SERIF - LIGHT LOWER CASE

Coffee Table Quinto | Charcoal grey oak Creating a unique centrepiece offers a stylish focal point in a living space. The Quinto coffee table with its imposing grey oak veneer circular form and its bronze finish frame mixes the warmth of its materials with its sculptural

Coffee Table Quinto | Charcoal grey oak

form to make it subtly stand out.

Creating a unique centrepiece offers a stylish focal point in a living space. The Quinto coffee table with its imposing grey oak veneer circular form

SILK SERIF - LIGHT LOWER CASE

and its bronze finish frame mixes the warmth of its materials with its sculptural form to make it subtly stand out.

SOFIA PRO - EXTRA LIGHT LOWER CASE SILK SERIF - EXTRA LIGHT CAPITAL

SOFIA PRO - LIGHT LOWER CASE

his year is without a doubt a milestone for Eichholtz. Our

SILK SERIF - LIGHT LOWER CASE

“There’s a timeless elegance and cosiness that runs through all our collections at Eichholtz, but I see each season as an opportunity to add something unexpected.” THEO EICHHOLTZ, FOUNDER

company, founded 30 years ago by Theo Eichholtz, has been built on a solid foundation of offering high quality design

and truly excellent service, so as we enter a new chapter, our focus is

SOFIA PRO - SEMI BOLD CAPITALS

SOFIA PRO - LIGHT CAPITALS

on scaling up and globalising.

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USE OF TYPOGRAPHY Text examples SILK SERIF - EXTRA LIGHT CAPITALS

MODULAR SOFAS BRING customisable POSSIBILITIES TO LUXURY LIVING ENABLING CUSTOMERS TO shape them AS THEY WISH

SILK SERIF - EXTRA LIGHT ITALIC LOWER CASE

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VISUAL CONTENT

STATIONERY ITEMS

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DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

USE OF TYPOGRAPHY Text examples SILK SERIF - LIGHT CAPITALS SILK SERIF - LIGHT CAPITALS

SILK SERIF - LIGHT ITALIC

LAVISH CON TOURS AND LUXURIOUS TONES

GOLD FOIL LUXOR® 332

Armchairs feel extravagant, comforting, and elegant this season, combining feminine forms, intensity of colour and sumptuous upholstery

SILK SERIF - LIGHT CAPITALS CHAIR VIGNOLA Bouclé rouge & rose

SILK SERIF - LIGHT ITALIC

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COLLABORATIONS

ICONOGRAPHY Examples The icons can be used for presenting facts and figures in a useful and DOWNLOAD ICON PACKAGE →

self-explanatory way. Use them especially on the website, in white papers, and presentations to create a clearer message. All icons should reflect the same style. Keep to the graphic elements, elegant lines and the Eichholtz colour palette.

STORE ICONS

SOCIAL MEDIA ICONS

INTERFACE ICONS

UNIQUE SELLING POINTS

Store Locator Icons

Social media platforms

Website interface icons

USP Icons

Used to indicate store types

Used to indicate social platforms

Used to indicate website features

Used to indicate our USP's

Include subtle drop shadow

Exclude drop shadow

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VISUAL CONTENT Capturing an experience

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

E I C H H O LT Z B R A N D B O O K

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VISUAL VISUAL CONTENT

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COLLABORATIONS

PHOTOGRAPHY Capturing an experience

Eichholtz provides a wide range of product and atmosphere images each season. To get the same quality and style we are known for, we share tips and tricks in this document. DO YOU HAVE QUESTIONS ABOUT THE USE OF OUR IMAGES? Please contact your sales representative for more information

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STATIONERY ITEMS

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COLLABORATIONS

PHOTOGRAPHY Capturing an experience

Photography plays an important part in the Eichholtz marketing tools, be it in print or on the website. Key for all photos used is the quality. Only clear, sharp en well composed images depict the quality we aim for. Blurry unclear photo’s, washed out colours, weird compositions and pixelated photos should be avoided. DO YOU HAVE QUESTIONS ABOUT THE USE OF OUR IMAGES? Please contact your sales representative for more information

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VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

VISUAL CONTENT

STATIONERY ITEMS

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DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

E I C H H O LT Z B R A N D B O O K

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STATIONERY ITEMS

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COLLABORATIONS

PHOTOGRAPHY Bringing spaces to life In-use or atmospheric photography is a perfect tool to bring products to life and to create spark of inspiration for the customer. Our in-use photography has a distinguished and recognisable style: the overall image gives a clear view of the room, each setup is fully decorated (including fresh flowers and plants), all items and decor are sharp and crisp, everything is well lit and the colours are neutral - always resembling the closest match to the actual colour of the product. USAGE RIGHTS PHOTOGRAPHY WITH MODEL The use of campaign photography with models is limited in time. Do you have questions about the use of our images? Please contact your sales representative for more information. PHOTOGRAPHY TIPS ✓ Humanity in visuals ✓ Fresh flowers and plants ✓ High quality lighting ✓ Clear composition

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CORNER OF THE ROOM (PORTRAIT)

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DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

CLOSE-UP OF A SMALL SETUP (LANDSCAPE OR PORTRAIT)

PHOTOGRAPHY Distinctive features Although each product, room or interior style can be different, the quality and the atmosphere of the photography should be the same. Moreover, an overall image of the room will be complimented by multiple additional photo's of different angles and close-ups of singular products or small setups. Which creates a perfect representation of the visual translation of the room and all products in it. ✓ Landscape overall image of the room ✓ Portrait image of a corner of the room ✓ Close-up of a small product setup ✓ Close-up of a singular product Unsharp products Panoramic photos

CLOSE-UP OF A SMALL PRODUCT SETUP (LANDSCAPE OR PORTRAIT)

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CLOSE-UP OF A SINGULAR PRODUCT (PORTRAIT)

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COLLABORATIONS

PHOTOGRAPHY Dimensions and spacing INSERT TRANSPARENT BLACK LAYER

MAKE SURE THE LOGO IS READABLE AND IN BALANCE

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USAGE RIGHTS PHOTOGRAPHY WITH MODEL The use of campaign photography with models is limited in time. Do you have questions about the use of our images? Please contact your sales representative for more information.

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COLLABORATIONS

USE OF IMAGES Do's and don'ts

DO NOT USE IMAGERY OF

DO NOT TREAT IMAGERY

DO NOT USE UNSHARP OR

DO NOT USE POORLY LIT /

DO NOT USE CLICHÉ OR OLD

INSUFFICIENT RESOLUTION.

WITH GIMMICKY EFFECTS.

VAGE IMAGERY.

LOW CONTRAST IMAGERY.

STOCK IMAGERY.

Imagery should always have

Never use gimmicky filters

Imagery should always be

Product and atmospheric

Use original content at all

a sufficient resolution for the

or effects on imagery that

sharp and crisp. Unsharp or

imagery should always be

times. Stock imagery is only

design application.

distort image and the original

vage imagery should always

well lit and have enough

allowed to be used for simple

intention of the imagery.

be avoided.

contrast to ensure the imagery

textures or mock-ups.

A minimum of 72 dpi for digital

is clear and fresh.

applications and a minimum

Unsharpness is only allowed

of 240 dpi for print is required.

in photography with a small

DO make background darker

depth of field, but should

of the photo in combination

always have a sharp focus.

with copy.

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PRODUCT PHOTOGRAPHY Standing out from the crowd Our product photography represents each product with a distinct, consistent, and proprietary visual language. Aiming for the best result and only the highest quality imagery. Product photography should always have a balanced lighting, which captures the item in its entirety. Each product should have enough views and detail shots to ensure that the viewer fully understands the product.

DO YOU HAVE QUESTIONS ABOUT THE USE OF OUR IMAGES? Please contact your sales representative for more information.

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VIDEOGRAPHY Video specifications

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

VIDEOGRAPHY TIPS ✓ Make sure the space looks clean

✓ Apply contrast and colour corrections

✓ Avoid potentially distracting objects

✓ Keep the focus on the product and atmosphere

LANDSCAPE MODE

PORTRAIT MODE

Resolution: 3840 × 2160 pixels (16:9) or at least 1920 × 1080 pixels (16:9)

Resolution: 1080 × 1920 pixels (9:16)

Format: Full width video, display televisions, website header or presentation

Format: Instagram stories or mobile website

Blurred depth of field allowed, vibrant colours, medium contrast

Blurred depth of field allowed,

Always make sure the videography has a sharp focus - especially when using a small DOF

vibrant colours, medium contrast

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STATIONERY ITEMS Maintaining a consistent look

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DIGITAL APPEARANCE

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COLLABORATIONS

REQUEST PROCESS GET IN CONTACT

For requests, please get in contact with your sales representative at least two weeks in advance with: - Format specifications - Desired product / category focus - End use / purpose of assets

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STATIONERY ITEMS Letterhead

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

MR. JOHN DOE MAIN STREET 101 5208 LONDON 27TH OF SEPTEMBER 2022

Letterhead paper is only used for formal writing, serving a specific purpose for several occasions such as: official announcements, requests, notices or personal formal messages.

Dear Mr. Doe, Itatisquae non con experi tecus repudae nis dusam fugitas dolut rem ut doluptature lit atias volorum nem haruptatem alibusdae sed que ad mi, officia ea non experum renis et voloriatet alibus ea quam quo ene nihit magnimus ute sint ra vent, volest reprovidit porrovid ute nim apienim olupta susdae volestio. Genis eaque net aut facessitibus nonsequis qui optatest, eri odignih itiant esedis et unduscil etum doluptum quae acere plibustemo tessequo conecae sumque sequae num id ut rati corepra nos millupidunt. Atem quas et quo comnis minis quata ere acestor ernatquo venda nobis doloribus voluta cuptati simusant. Ed quibea nonsent, sit velenih itaquas quo ea delitasit accabo. Cae is plis quiatem. Epeleni hitiant lab ipistem evel ma volupti orrorates moloribus doluptatur? Optate re niat re, ut harchici sundit assi antia idus modis iunt fugitate si dolorro molor sendipistior rehent reptior audam reptaessit utas eatestis re sitia voluptas reseque voluptur autemporrore velligento eris estibus cipsunt fuga. Ed ut fugiae optat qui volestias ea sercid quiat. Od ut omni que nos deles voluptam nimilit iunto erchillest verectur?

Kind regards,

John Smith

P.O. Box: 23, 2160 AA Lisse, The Netherlands l Address: Delfweg 52, 2211 VN Noordwijkerhout, The Netherlands l Phone: +31 (0)252 515 850

DOWNLOAD LETTER TEMPLATE →

IBAN: NL28 INGB 0662 4969 06 l BIC code: INGBNL2A l Trade Reg.: 28060994 l VAT Reg. No.: NL807.053.600.B01 l E-mail: info@eichholtz.com

WWW.EICHHOLTZ.COM

THESE EXAMPLES ARE FOR ILLUSTRATIVE PURPOSES ONLY

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DOWNLOAD ENVELOPE TEMPLATE →

EB4 ENVELOPE Branded envelopes are used to send letterhead paper and all other documentation, complimenting the overall recognisable brand style.

EA5 WITH LEFT WINDOW

P.O. BOX: 23 | NL - 2160 AA LISSE EICHHOLTZ.COM

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STATIONERY ITEMS Business cards

VISUAL CONTENT

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DIGITAL APPEARANCE

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US VERSION

Our business cards are prefabricated and consist of two different types of paper bonded together: The back is made of Fedrigoni Sirio Ultra Black 460 g/m² paper, completed with the Eichholtz logo and our main product categories printed with KURZ LUXOR® 362 foil. The front is made of a blank MultiDesign® Rough

JOHN DOE

Delfweg 52 | 2211 VN Noordwijkerhout | The Netherlands Phone: +31 000 000 000 | Mobile: +31 0 00 00 00 00 Mail: jdoe@eichholtz.com | E I C H H O LT Z . C O M

129 S Hamilton St | High Point 27260-5230 NC | US Phone: 001 (000) 000-0000 | Mobile: 001 (000) 000-0000 Mail: jdoe@eichholtzusa.com | E I C H H O LT Z U S A . C O M

400 g/m² paper, on which the personal information is printed by letterpress.

BUSINESS CARDS - UNCOATED MultiDesign® Rough - 350 g/m² till 450 g/m² Fedrigoni Sirio Ultra Black - 460 g/m²

DOWNLOAD BUSINESS CARD TEMPLATE →

THESE EXAMPLES ARE FOR ILLUSTRATIVE PURPOSES ONLY.

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STATIONERY ITEMS With compliment cards The "with compliments card" is used to communicate a personal note, often added to a shipment of general goods such as: fabric samples, documentation, gifts and miscellaneous.

BUSINESS CARDS - UNCOATED MultiDesign® Rough - 350 g/m² till 450 g/m²

P.O. Box: 23, 2160 AA Lisse, The Netherlands l Address: Delfweg 52, 2211 VN Noordwijkerhout, The Netherlands l Phone: +31 (0)252 515 850 IBAN: NL28 INGB 0662 4969 06 l BIC code: INGBNL2A l Trade Reg.: 28060994 l VAT Reg. No.: NL807.053.600.B01 l E-mail: info@eichholtz.com

WWW.EICHHOLTZ.COM

Fedrigoni Sirio Ultra Black - 460 g/m²

DOWNLOAD CARD TEMPLATE →

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STATIONERY ITEMS Advertisements

REPLACE LOGO FOR PARTNER LOGO

Clean template, based on brand marketing. Goal of this ad is to inspire and sell the brand. Optional to replace partner logo on top of the Ad.

DOWNLOAD ADVERTISEMENT TEMPLATES →

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STATIONERY ITEMS Advertisements REPLACE LOGO FOR PARTNER LOGO

Clean template, based on brand marketing. Goal of this ad is to inspire and sell the brand. Optional to replace partner logo on top of the Ad.

DISCOVER A WORLD OF EUROPEAN LUXURY DESIGN Enjoy quick shipping from our NC Warehouse on 900+ in-stock items. LIGHTING

DOWNLOAD ADVERTISEMENT TEMPLATES →

FURNITURE

Eichholtz designs and manufactures luxury furniture, lighting, accessories, art, rugs, outdoor, and more for the wholesale market. With an extensive product range in a variety of design styles, we create exclusive lifestyle interiors with global appeal.

WALL D ECO R

Eichholtz USA Corporation 129 S. Hamilton St. High Point, North Carolina 27260

eichholtzusa.com

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ACCESSORIES

U P H O LSTE RY

∙ 20,000+ SQ FT OF STYLISHLY DECORATED ROOM SETTINGS ∙ TIMELESS EUROPEAN LUXURY ELEGANCE ∙ 72 HR QUICK SHIPPING FROM OUR NC WAREHOUSE

@worldofeichholtz

E I C H H O LT Z B R A N D B O O K

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STATIONERY ITEMS Bags & invitations

EICHHOLTZ INVITES YOU TO

the EVENT TITLE

PLIGNIS MA XIM ET OFFICIUNT, OFFICIT VOLUPTATUR SI DOLUPTAM

DAY, NUMBER MONTH YEAR TIME

LOCATION ADRESS

PLIGNIS MA XIM ET OFFICIUNT, OFFICIT VOLUPTATUR SI DOLUPTAM ID MOLUPTA TEMPORE, AUT ESSIMUS ILLAUT PLIGNIS MA XIM ET OFFICIUNT, OFFICIT VOLUPTATUR SI DOLUPTAM ID MOLUPTA TEMPORE, AUT ESSIMUS ILLAUT. BEST REGARDS, PLIGNIS MA XIM ET OFFICIUNT, OFFICIT VOLUPTATUR SI DOLUPTAM ID MOLUPTA TEMPORE, AUT ESSIMUS ILLAUT

EXTRA INFO

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DOWNLOAD INVITATION TEMPLATE →

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PRESENTATIONS How to use the template

CLICK TO EDIT MASTER TITLE STYLE CLICK TO EDIT MASTER SUBTITLE STYLE

TITLE PAGE Every presentation starts with the Eichholtz logo on a plain background. The example above shows a white logo on a black background, but it is also allowed to

DOWNLOAD POWERPOINT TEMPLATE →

use a black logo on a white background.

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PRINTED PUBLICATIONS Catalogues and magazines Each season comes with a printed publication, highlighting our latest arrivals and containing lots of inspirational content. Although these printed publications come in limited numbers, these issues are also available as clickable digital documents as shown on this page.

VIEW THE LASTEST DIGITAL MAGAZINE →

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

January 2023 Collection

30th Anniversary

Spring / Summer

Collection 2023

Collection 2022

Outdoor booklet

Furniture catalogue

Lighting catalogue

Accessories catalogue

Collection 2021

Volume 1 - 2021

E I C H H O LT Z B R A N D B O O K

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MATERIAL USE It's not just about the design

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The 'Eichholtz style' is also reflected in our printwork. The sustainability aspects of print are very important to us, and we are aware of our responsibilities. Carbon neutral productions and FSC-certified paper are used in our printing process.

PRODUCT MAGAZINES - SEMI COATED

FOILS & LETTERPRESS

CHOOSING YOUR MATERIAL

Magno Volume - 120 g/m²

Printing should add something to the brand in this

✓ Quality of photos should be good

way we work with high quality print techniques like

✓ Folder starts at 350 g/m² - Inside booklet starts at 160 g/m²

BOOKLETS, FOLDERS & INVITES - UNCOATED

foil print & letterpress productions.

Print on low quality/weight paper

MultiDesign® Rough - 160 g/m² till 350 g/m² Lakepaper Extra White matt - 350 g/m²

- EMBOSSINGS

Fedrigoni Sirio Ultra Black - 460 g/m²

- FOIL

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SIGNAGE AND DECALS Getting the right attention

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COLLABORATIONS

Brand stores and galleries are allowed to use signage on there store fronts and windows to represent the Eichholtz brand. The examples shown below are simply used as a reference, but signage can not be placed without prior written consent of Eichholtz. For any further questions regarding this topic, please get in contact with your sales representative.

STICKER ON WINDOW ✓ Centred in the middle of the window ✓ Placed on eye-hight from the streets ✓ Max. 50% of window of size can be the logo ✓ Usage of different logo variations D o not block the view to the products shown inside the store

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SIGNAGE AND DECALS Getting the right attention

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COLLABORATIONS

PERMANENT LOGO ON FACADE ✓ Centred in the middle ✓ Placement of max. size of 80% ✓ Usage of different logo variations Celebrating logo is not allowed

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VISUAL CONTENT

SIGNAGE AND DECALS Getting the right attention

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

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COLLABORATIONS

PERMANENT LOGO ON FACADE ✓ Centred in the middle ✓ Placement of max. size of 80% ✓ Usage of different logo variations Celebrating logo is not allowed

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SIGNAGE AND DECALS Car stickers Brand stores and galleries are allowed to use decals on there cars and trucks to represent the Eichholtz brand. The examples shown below are simply used as a reference, but decals can not be used without prior written consent of Eichholtz. For any further questions regarding this topic, please get in contact with your sales representative.

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STORE MERCHANDISING Requesting process Brand stores and galleries are allowed to use store merchandising to represent the Eichholtz brand. However, these items may only be produced with prior written consent of Eichholtz. For specific requests and further questions regarding store merchandising, please get in contact with your sales representative. Below a few examples of possible merchandise items: ✓ Price tags ✓ Shopping bags ✓ Packaging paper ✓ Window stickers ✓ Promotional banners ✓ Gift cards

GET IN CONTACT →

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E I C H H O LT Z B R A N D B O O K

DIGITAL APPEARANCE From website to mailer

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WEBSITE Website homepage MAIN GOAL WEBSITE Showing the World of Eichholtz is the main focus in our online visual strategy. This world consist inspirational pages including atmosphere images and product images. ✓ Clear overview of product categories ✓ Clear navigation ✓ Inspirational pages with atmosphere images ✓ Clear CTA to latest arrivals ✓ Available products ✓ Latest magazines & clickable magazine ✓ Upcoming fairs & events ✓ Mobile first Make images unreadable by placing large text on top of the images

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WEBSITE Brand store and Galleries BRAND STORE WEBSHOP

GALLERY B2C WEBSHOP

✓ Eichholtz logo

✓ Address

✓ Flagships to have a more elevated design

✓ Link to directions on Google Maps

✓ Run & Operated by partner following

✓ Link to B2C webshop ✓ Text about the store ✓ Opening Times ✓ Collections available in this store Furniture, Lighting, Accessories, Outdoor, etc. ✓ Services available in this store Interior Design, Styling, etc

Eichholtz brand guidelines ✓ Approval by Eichholtz marketing creative teams ✓ Updates 2x / year ✓ Banners and extra assets available on request from Eichholtz creative team (2 weeks lead time)

✓ Image of the front of the store

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Edit Eichholtz atmosphere or product images

Make images unreadable by placing

text on top of the images

H O W W E P R E S E N T O U R S E LV E S

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WEBSITE Retailers with e-comm LANDING PAGE ON E-TAILER SITE ✓ Eichholtz logo ✓ Available products ✓ If possible, Eichholtz brand story and a bit about the selection of Eichholtz products available ✓ If possible, header banner with room atmosphere representative of current product availability

PRODUCT PAGE ON WEBSHOPS ✓ Put some basic rules in place for copy & imagery ✓ Keywords for product descriptions ✓ Minimum use of 4 product images

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WEBSITE Website elements

PRODUCT OVERVIEW

STORYTELLING

This season Eichholtz debuts an exciting new collection of more than 300 pieces focusing on a renewed sense of opulence, lush materiality, strong colour statements and soft silhouettes with subtle nods to 60s, 70s and early 80s styling.

SILK SERIF - REGULAR

116962 Swivel Chair Mello

€1.000,00 • In stock

VISUAL IDENTITY

Staying true to the Eichholtz DNA of mixing sophisticated elegance with an understated modernity

SOFIA PRO - MEDIUM

to create a luxurious and immersive environment, our new range includes a series of contemporary sofa shapes including larger sectionals as well as a wide range of lighting and accessories in grander proportions.

SILK SERIF - REGULAR

H O W W E P R E S E N T O U R S E LV E S

SOFIA PRO - MEDIUM

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WEBSITE Website elements Our SIGNATURE BOUCLÉ FABRIC IS BACK

SILK SERIF - REGULAR

Be ahead of the curve with our latest arrivals! By constantly adding brand new luxury items to our collection, we keep inspiring you incessantly.

SOFIA PRO - MEDIUM

Whether you prefer lavishness or austerity, you will surely find furniture, lighting and accessories of your liking among our latest pieces.

SOFA BJÖRN ROUND SOFIA PRO - MEDIUM | CAPITALS

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H O W W E P R E S E N T O U R S E LV E S

BOUCLÉ CREAM - 115177

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WEBSITE Website banners PHOTOGRAPHY & TEXT

INTRODUCING the new EICHHOLTZ COLLECTION

✓ Include a black transparant layer on top of images. Maximum of 60% visibility ✓ Maximum amount of words on a main header image is ±8 words ✓ Maximum amount of words on a sub banner image is ±16 words Do not make images unreadable by placing large text on top of the images Do not make a poor crop of image, make sure

TEXT LENGTH IN MAIN HEADER

CHECK READABILITY TEXT

products are visible as good as possible Do not use images with a lot of copy as main header images only for sub banner

TEXT LENGTH IN SUB HEADER

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H O W W E P R E S E N T O U R S E LV E S

DO NOT

MODULAR SOFAS BRING customisable POSSIBILITIES TO LUXURY LIVING ENABLING CUSTOMERS TO shape them AS THEY WISH CHECK READABILITY TEXT

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WEBSITE Shop the look ATMOSHERE IMAGES LOOKBOOK ✓ Eichholtz atmosphere images should be used to make a reference to the products presented in the photo ✓ Use atmosphere images combined with product images to sell the Eichholtz lifestyle Make sure the shop the look collection is clear and not a range of to many products

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

SWIVEL CHAIR MELLO

COFFEE TABLE CRISS CROSS

TABLE LAMP CAHABA

SOFA BJÖRN L

COFFEE TABLE QUINTO

116962

116728

116934

116507

114880

E I C H H O LT Z B R A N D B O O K

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WEBSITE Website categories BROWSE OUR COMPLETE COLLECTION BY CATEGORY Furniture

Lighting

Accessories

Outdoor SILK SERIF - REGULAR

Hex number: #f2f1f0 R: 242 G: 241 B: 240

E X P LO R E N OW

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E X P LO R E N OW

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E X P LO R E N OW

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MAILERS Invitations and newsletters

STATIONERY ITEMS

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DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

SILK SERIF - LIGHT - 39 PT

Hex number: #F4F2F2 R: 244 G: 242 B: 242

SILK SERIF - LIGHT - 52 PT SILK SERIF - LIGHT - 39 PT

LATO - REGULAR - 14 PT

PREVIEW DIGITAL DESIGN →

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SILK SERIF - LIGHT - 79 PT

E I C H H O LT Z B R A N D B O O K

SOCIAL MEDIA Our online footprint

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SOCIAL MEDIA Our online footprint

Eichholtz provides a wide range of product and atmosphere images to share for digital social content. In this document we share our latest learnings, best performing ins and outs to inspire our clients. DO YOU HAVE QUESTIONS ABOUT THE USE OF OUR IMAGES FOR DIGITAL CONTENT? Please contact your sales representative for more information

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CHANNELS World of Eichholtz

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Worldofeichholtz 1,882 berichten

190K volgers

2,200 volgend

EICHHOLTZ Interior Official Eichholtz Instagram account. Creating furniture, lighting and accessories for inspired interiors across the globe. #EICHHOLTZ linktr.ee/worldofeichholtz

Eichholtz is a B2B brand with a B2C appeal. Our core customers include interior design professionals, retailers, and hospitality specialists.

PP HOME

VISUAL IDENTITY

@worldofeichholtz

H O W W E P R E S E N T O U R S E LV E S

FAIRS

NEW

PRESS

PROJECTS

SERVICES

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SOCIAL MEDIA Online profile of Eichholtz CONTENT PILLARS

CORE VALUES

✓ Collection & styling

The Creator

✓ Product

We aim to create with meaning and an enduring

✓ Interior projects

value. The Creator is imaginative, artistic, inventive,

✓ Events (+announcements)

entrepreneurial, and non-conformist. As a brand we

✓ Store (Galleries, mono brand)

wish to help customers express or create using their imagination.

CONTENT FORMATS FOR FEED ✓ Single image

The Explorer

✓ Carousel

With the freedom to unearth who we really are,

✓ Reel video

we are ambitious innovators. The Explorer seeks freedom without limits and is fearless and daring, taking time to appreciate the journey rather than the destination. The Sage

@WORLD OF EICHHOLTZ

To discover the truth and help others gain wisdom

Official Eichholtz account Digital avatars in black

and insight. The Sage is knowledgeable and to be trusted, able to be thoughtful and practical. We offer assurance and reliability and gently guide those around us.

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SINGE IMAGE POST

SOCIAL MEDIA World of Eichholtz CONTENT PILLARS ✓ Collection & styling ✓ Product ✓ Interior projects ✓ Events (+announcements) ✓ Store (Galleries, mono brand) CONTENT FORMATS FOR FEED ✓ Single image • Interior projects • Atmosphere roomsets • Close-up of products in atmosphere ✓ Carousel ✓ Reel video

PREVIEW DIGITAL EXAMPLE →

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SHOP THE LOOK CAROUSEL

Hex number: #f7f4f2 R: 248 G: 245 B: 243 C: 0 M: 1 Y: 1 K: 2 PREVIEW DIGITAL EXAMPLE →

SOFIA PRO - MEDIUM | LIGHT

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COLLECTION LAUNCH REELS & STORIES

PREVIEW DIGITAL EXAMPLE →

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SOCIAL MEDIA Partner Guidelines

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SOCIAL MEDIA

COLLABORATIONS

PARTNER RULES FOR GALLERIES

PARTNER RULES FOR BRAND STORE

@EICHHOLTZ.PLACE Digital avatars in gold

@EICHHOLTZ.BY.NAME Digital avatars in white

DOWNLOAD LOGO TEMPLATE →

NAMING ON SOCIAL MEDIA Text in profile picture: 1. GALLERIES Eichholtz ‘location’ Official gallery of Eichholtz in ‘location’ 2. BRAND STORES ETC; Eichholtz by ‘company name’ Official brand store / showroom of Eichholtz by ‘company name’

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IDENTITY ELEMENTS

VISUAL CONTENT

STATIONERY ITEMS

STORE ELEMENTS

DIGITAL APPEARANCE

SOCIAL MEDIA

COLLABORATIONS

COMMUNICATION GUIDE General social media rules DO'S

DON'TS

✓ Do create social media accounts in consultation with Eichholtz Marketing team.

Don't promote racism, crime or other disrespectful topics or movements. Don't post obscene pictures or videos.

✓ Do follow brand guidelines for colours and typeface placement provided by Eichholtz.

Don't try to replace your image with hashtags. They are meant to add to your post, not be the content.

✓ Do use lifestyle images and packshots as provided .

#Don’t #hashtag #every #word or #makealongphraselikethis If you

✓ Do use images according to usage rights.

have a hard time reading your post, so will everybody else.

✓ Do use platform-specific formats.

Don’t abuse trending hashtags. Because they are trending, it does not

✓ Do share high quality photography and video of your store, relevant

mean you have to use it.

residential or commercial projects. ✓ Do tag @worldofeichholtz #eichholtz. ✓ Do let us know if you want to initiate Influencer collabs with over 100k followers.

VISUAL IDENTITY

H O W W E P R E S E N T O U R S E LV E S

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COPYRIGHTS

COPYRIGHTS All rights reserved © 2023 Eichholtz B.V. all rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior written consent of Eichholtz B.V.

E I C H H O LT Z . C O M

E I C H H O LT Z U S A . C O M

Phone: +31 (0)252 515 850

Phone: 001 (336) 886-1142

Email: info@eichholtz.com

Email: info@eichholtzusa.com

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VAT NL8070.53.600.B01

KVK 28060994

Delfweg 52 | 2211 VN Noordwijkerhout | Phone: +31 (0)252 515 850 | Email: info@eichholtz.com E I C H H O LT Z . C O M

| E I C H H O LT Z U S A . C O M