La Lune Ice Cream is wowing America with the launch of its ‘divine sin’ branding. This healthier option, with a core ingredient of goats milk, decided early on that the animal element would feature on the ‘dark side’ of the packaging. With that less glamorous element out of the way, La Lune is free to promote some of its powerful brand values – mystery, prestige and hedonism.
Free from chemical additives and antibiotics, it’s a healthier alternative to conventional ice cream. And with fully recycled packaging and transparent nutritional information, we’re too impressed to let it ‘melt’ away without a mention…
Here’s a great example of an evolving brand, which shows how subtle design can make a huge difference.
The American Red Cross are a globally recognised organisation, thanks in no small part to their iconic logo. When tasked with updating such a well-known brand identity, Turner Duckworth showed how design flare and ingenuity can garner fantastic results. Inspired by the image above, they produced sophisticated new versions of this historical logo, solidly grounded in the integrity of the brand.
Their designs are made up of:
the “Button” logo – “for marketing purposes”;
the “Classic” logo - for use “in disaster situations, as well as times when a marketing-oriented button logo is not appropriate”; and the conceptual ‘cross pattern’ yet to be implemented.
Turner Duckworth’s use of light and shade, texture and typography have really tightened up the identity of the American Red Cross, achieving that ‘approachability’ factor that’s so important for charitable organisations. Interested in learning more?
Check out the website here.
As part of our New Year resolution we wanted to work with more charities, and we have done just that.
First up was Woodview Community Centre. We were contacted to create a branding package for them, developing a new logo which had to reach across their whole brand and the larger community.
Next we worked closely with Craftspace to create a new brand identity and web presence for Shelanu, a craft social enterprise for refugee and migrant women.
We greatly enjoyed working on both these projects, and wish both of them the very best of luck in the future.
For Shelanu we created their logo and branding and website design which can be viewed here: http://www.shelanucollective.co.uk/
Take one young mother struggling to pay her son’s school fees, a lucrative casino (is there any other kind?) and a tattoo parlour. The result: ‘GoldenPalace.com’ tattooed across said mum’s forehead for the princely sum of $15,000 (roughly £9244.50). Check it out here: http://j.mp/maGWOG
GoldenPalace.com undoubtedly gained some global attention from this stunt: some might argue that the tattooed woman was mad to agree to it; others would argue she was manipulated by a global brand. Either way, it seems a tad unethical. A bit like a US confectionary brand we’ve been reading a lot about over the last year or so…
We love chocolate. But it’s fair to say that the actions of Kraft’s Irene Rosenfeld have made us think twice about where we want our Stripey pound to end up.
Rosenfeld, who Forbes names as the second most powerful woman in the world, led the hostile takeover of Cadburys in 2010. Since then, and despite promises to the contrary, hundreds of Cadburys workers have been made redundant, with talk of manufacturing plants moving abroad.
Rosenfeld has repeatedly snubbed requests to appear before British MP’s to answer questions about why she backtracked on her assurances. Now, those MP’s are pushing through legislation to prevent similar takeovers happening again.
Perhaps the saddest part of the Kraft debacle is that Cadburys, a unique piece of British history, is systemically being dismantled by a superbrand with little regard to its historical and cultural significance. Not only that but rumour has it Kraft also aims to tamper with the sacred recipes of our beloved Cadbury’s chocolate! Thanks to Rosenfeld, the Kraft brand is certainly leaving a bad taste in a few mouths, and they’re not the only ones.
Take the fashion industry for example. In particular Nike, which certainly hasn’t escaped the spotlight in previous years. Having admitted to using child labour in the past, Nike has, according to The Global Alliance ‘acted in good faith, and developed a serious and reasonable remediation plan’. Although not every quarter is convinced, it’s clear to see they’ve made an effort to change.
WWF however, were so disturbed by the unethical activities of other fashion brands that they came up with a novel idea to counteract it.
In 2007, WWF undertook a study of businesses and their ethics, with some shocking results. Right at the bottom of the list was Tod’s, a luxury Italian leather company, who scored the lowest marks across every aspect of the survey. Another surprising report arose from Garnier, who were found guilty of racial discrimination after attempting to ban non-white women from promoting its shampoo in French stores.
WWF, after realising the power of celebrity endorsement behind these big brands, came up with the great idea of a ‘star charter’. The charter encourages celebrities to consider the ethics of the firms they endorse. And if the success of PETA is anything to go by, then the ‘star charter’ for big brands could be the one to watch. That’s assuming that the stars endorsing the brands are ethical themselves…
Maybe the real question is not how good or bad brands are, but whether their ethics make any difference whatsoever to their popularity. And if it doesn’t, what does that say about us as consumers?
Interested in reading more? Take a look at these articles:
Thanks to the Birmingham based charity Craftspace, we’ve spent the last five weeks working with a brand new social enterprise called Shelanu. Designing their branding package with a logo, website and marketing materials meant we were lucky enough to watch their delicately handmade jewellery take shape, which is special in itself. But what makes this group really important is the people who belong to it.
The enterprise is made up of migrant and refugee women. Together, they’re a diverse cultural collective, creating intricate, ornate jewellery inspired by their experiences in Birmingham. To celebrate and share that creativity, Shelanu is exhibiting at the prestigious Bovey Tracy Craft Fair at the end of this week. And with these guys, Bovey Tracy better watch out! Not only are they a talented group, they’re also vibrant, energetic and fun loving – all the qualities apparent in their sparkling jewellery design.
We think you’ll be seeing a lot more from Shelanu – check out their website for more information at www.shelanucollective.co.uk. And if you’re interested in learning about more up and coming craft projects take a look at www.craftspace.co.uk. They’re one of the few charities that have succeeded in winning Arts Council funding and they’re not wasting time in putting it to good use.
Lately, we seem to be hearing a lot about brands being a bit like religions: Apple store openings have been likened to evangelical prayer meetings. And only recently we learnt that our brains recognise our favourite brands the same way we recognise close friends and relatives.
So if brands are becoming such an integral part of how we function as human beings, what exactly are these superbrands doing to achieve this? Alex Riley is the man with the answers, as he goes on the trail of the world’s biggest brands and comes up with some fascinating insights.
Perhaps most obviously, the one thing superbrands seem to have in common is longevity. But that aside, the forefathers of these global brands display a startling ability to market their businesses at a time when even the term ‘marketing’ had yet to be coined. Their brand strategies were way ahead and whether you’re a big fan of fast food and soft drinks or a fully fledged fruitarian – 1.5billion servings of Coke a day can’t be wrong.
Riley’s documentary also surprisingly illustrates what a pivotal time for developing brand loyalty World War II was: Heinz became known as an affordable and nutritious staple food during rationing while Coke shipped its bottles to troops overseas for a dime a bottle.
Then there’s Red Bull, which is one of the most unique branding models around. Forget sponsorship – Red Bull weren’t playing second fiddle to anyone. They own their own sporting teams for Formula 1, they also own Salzburg football team and even invented the now famous Red Bull Air Races.
They’re all impressive examples. But ethical? That’s for you to decide. With Coke aiming to double their marketing share by targeting teenagers, and Red Bull erasing the historical culture of their football team, some might argue that they’re ruthless industry machines. But then business ethics are a whole different blog post…
If you didn’t catch it the first time, check out Alex Riley’s ‘Secrets of the Superbrands’ here: http://www.bbc.co.uk/programmes/b011fjbp
You’d be forgiven for not knowing firsthand who Dieter Rams is. But with Apple about to make an announcement on its latest designs, it’s clear he has a very important fan: someone who put the queues outside Apple stores and created the kind of brand loyalty that makes their openings seem like evangelical congregations.
Who is this fan? Jony Ive, Apple’s Senior Vice President of Industrial Design.
For Ive, Rams is a huge inspiration, remaining “utterly alone in producing a body of work so consistently beautiful, so right and so accessible”. Coming from the heady pantheons of Apple’s elite, that’s praise indeed. But what exactly did Dieter Rams do to deserve such praise?
Best known for his range of Braun gadgets, Rams creates “bold, pure, perfectly-proportioned, coherent and effortless” product design, according to Jony Ives. Product design that is “perfectly considered and completely appropriate”. Now, as the subject of a new book, Rams writes for the first time about Apple – one of the few companies that, in his words, understands ‘the power of good design’.
Interestingly, Rams believes that such success is borne out of a close relationship between entrepreneur and head of design – something he experienced at Braun and that Jony Ive has with Steve Jobs. For the creative industries, this is a valuable insight – the best projects are always the ones that grow from long term relationships, with mutual respect and understanding of long term goals.
A lone voice with its unique product design, Apple’s success is likened by Rams to the ration queues experienced during World War II. And with new products on the way, we’d better prepare for the peal of those sirens.
Check out this link for the original article: http://j.mp/mSrp4d
The power of language – brilliantly used by political protestors in Egypt. Also an interesting point raised by Neil Taylor of The Writer.
Neil reckons ‘business ideas live in words as well as images’ – a view we’d support as branding experts.
From Aborigines to the Ten Commandments, he illustrates how the right brand language can influence, direct, encourage and get results – both negative and positive! (For an example of how not to use brand language, watch a few episodes of The Office…)
Neil also raises some interesting differences between the brand language of Microsoft and Apple that are worth a look, courtesy of Wordle.
It’s an interesting topic, showing that branding isn’t just about visual identity. It’s about culture, character, personality and talking to your target market in the best possible way.
Check out his fascinating talk at http://www.economistconferences.co.uk/video/big-rethink-2011/5491
How do you revitalise a business without completely rebuilding it from the bottom up? Yep, a rebrand and luckily for us, TBS is around to give you the perfect example.
You’d be forgiven for not knowing exactly who we’re talking about. If we say an American TV channel famed for sitcom reruns and comedy movies hopefully it becomes clearer.
TBS’s ‘smile’ logo has been in use since 2004 but while the TV network has become a powerhouse of success, it seems their branding wasn’t quite keeping up with the times. Cue Ferroconcrete, a Los Angeles based branding and design agency.
They’ve taken the existing smile logo and morphed it into an animated brand identity with ‘mega personality’. Ferroconcrete credit the new smile logo with an ‘arsenal of expressions and gestures”. Apparently, “he waves, jumps, and bows as he charms, goofs and mimics’. Twinned with a vibrant colour range the result is a bold, fresh brand identity that really communicates what TBS is about.
Ferroncrete also know that no top notch rebrand would be complete without a full complement of makeover tools. Integrating a new typeface, ‘Katarine’, gives the new brand a friendly accessibility combined with a contemporary feel. The overall effect is a huge personality – it’s fun, entertaining and stylish.
But enough about what we think – check out the article here: http://www.underconsideration.com/brandnew/archives/funny_smile.php
BBC Three aired another installment of Secrets of the Superbrands last night. With some fascinating insights into how fashion brands get us to buy their clothes.
Nike for instance, spends a whopping £1.8bn per year marketing what is already a genuine ‘superbrand’.
Then there’s Adidas, whose Gary Aspden (their global head of entertainment promotions) seems to have singlehandedly created incredible brand loyalty. How? By giving free stuff to upcoming “grime” stars who, now they’ve made it big, legitimately promote Adidas to the younger generation and wider fanbase.
Perhaps more significant were the findings of Professor Gemma Calvert of Neurosense.
It’s well known that great branding triggers emotive responses, but Calvert’s results went one step further. Her research entailed monitoring neurological reactions to cheap handbags versus expensive ones, with some interesting results.
Calvert showed that while cheap brands elicited no response, expensive brands triggered feelings associated with ‘reward, craving and addiction’ – all the activities found in the ‘pleasure centre’ of the brain.
Why is this significant? Because owning such objects sends a signal to others that we are genetically superior – we have accumulated enough material wealth to lavish thousands on high end fashion brands.
It’s not all smooth sailing for these super-brands though. Nike still finds itself fending off questions about their use of child labour in poor countries, while Burberry was forced to re-launch after its well recognised check pattern became mainstream for the masses.
Check out the article in full here:
Very nice motion graphics piece by Physalia. They are a motion-graphics and visual effects studio based in Barcelona, producing some really cool graphics. We love it and it certainly fits in line with the “Happy” theme!
Physalia have also worked with some big name brands including MTV, VW and Seat. Check out their website for more great work: http://physaliastudio.com/
Found via the website: http://uk.gizmodo.com
Everyone remembers the Pepsi Challenge, right? The taste test where blindfolded participants were asked to name their favourite cola, and Pepsi won? It was an episode that made every global brand sit up and pay attention.
In April 1985, Coke launched a new flavour. What’s so bad about that you might ask? Well, not much fundamentally. But their real mistake was scrapping the old one. And this is where brand loyalty really finds its legs. Americans were in uproar. Campaigns were launched and protestors took to the streets.
After some serious head scratching, Coke took a fresh look at the market research, and realised the error of their ways. They’d spent decades building up brand loyalty and associations. By taking away original Coke, they were taking away more than a product — consumers didn’t just like the taste, they’d bought into an ideology. 79 days later the original Coke was back in production.
Coke doesn’t have the monopoly on bad business decisions, however. Check out this article from BBC Two for more examples of when big brands get it wrong: http://www.bbc.co.uk/news/business-13285504 inspired by the new series, ‘Business Nightmares’.
This new foray into corporate clangers might be an education on what not to do in business but equally, it sends a pretty strong message about what to do after you’ve screwed up. Perhaps most significantly, it drives home the real power of branding. As one fan put it: “My oldest daughter is 22. Her first word was Coke. Her second word was Mommy”…
News out yesterday that Apple has recently become the most valuable brand, taken over from Google’s four years at the top spot. According to the BrandZ study of the global top 100 brands, the Apple brand is now worth £93bn, and has become the world’s most valuable technology company, overtaking Microsoft last year.
A good proportion of this revenue has come from the new consumer products Apple produces, which include the iPod, iPhone and iPad. These new products (which take advantage of iOS) are for the consumer on the move and, although they didn’t invent the tablet format, they seemed to have perfected it. The iPad has become the model that other manufacturers have been trying to emulate.
The Apple brand has increasingly become one of desire. “It’s doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire.” says Peter Walshe, global brands director of Millward Brown.
For further reading about the top 100 brands, including how McDonalds have manipulated their brand considerably over the past years in order to shift consumer perception, visit the website http://www.telegraph.co.uk/
Found via twitter @orbstudio
Check out the Millward Brown website too.
Are you showing your true colours?
As brand experts, we think colour is pretty vital to how your business is viewed. Take a look at Coke, for example — that specific shade of red has been associated with the Coke brand for decades. To change it now would have far-reaching results, affecting brand recognition as well as brand loyalty. But why is it so important?
We came across this article on Idsgn about food colouring. It shows just how much colour can change how customers and clients view you and your business.
During an experiment, participants were given a well-known snack — one portion loaded with food colouring, the other without — but both with identical flavouring and ingredients. The outcome? Participants found the naked food tasted “bland” and wasn’t “much fun to eat”. According to Professor Brian Wansink from Cornell, even though the un-dyed food was identical in taste and texture, the lack of colouring meant “their fingers did not turn orange” and “their brains did not register much cheese flavour”.
So if colour can mentally affect how we taste, and our perception of how something should taste, just imagine what colour is doing for your brand. Is colour working for you or against? Are customers going to competitors simply because they prefer their brand colours over yours? The Twitter logo was green before it was blue (check it out below) – how has this change of colour affected their brand? Would you have signed up to their old website without their corporate brand blue? And what if Coke was no longer brown — would you still want to drink it?
For further reading about the colour used in food and how it can affect us, both emotionally and physically, check out the rest of the article here: http://idsgn.org/
We really like these subversive road signs and branding projects coming from TrustoCorp. Great graphic style and really creative outcomes. Although not much is known about TrustoCorp, we do know he/she/they are based in New York. They are “dedicated to highlighting the hyporcrisy and hilarity of human behaviour through sarcasm and satire.” TrustoCorp also place their rebranded goods in to stores under the noses of their unsuspecting proprietors.
Check out the website.
To start in Munich then Berlin, BMW and Sixt AG, have created an innovative new car sharing venture. The two companies intend to join forces in offering a modern mobility concept under the brand-name DriveNow. Cars dotted around the city can be found using smart phones and laptops.
The user can then book a car, or if one is free jump in there and then. The car is unlocked using a registered driving licence and a special code. The user can then drop the car off wherever they want as there are now parking charges.
“The BMW Group will be offering DriveNow under the new sub-trademark BMW i, which stands for innovative mobility services and which will reinforce the position of the original BMW brand as a sustainable and forward-looking brand.”
Its great to see such a big brand as BMW really think of new and innovative ways to make life easier for commuters. Both the product and the brand have global appeal. By the year 2020, the plan is for DriveNow to have one million members worldwide. All the cars are easily recognisable with the DriveNow logo and branding.
Found via the website: http://unconsumption.tumblr.com/
You can read more about the project here: http://www.bmwblog.com
We came across this branding project recently for a film festival held in St.Kilda, Australia. This branding project was created by Brave, a graphic design agency in Melbourne. We just love the simplicity of it, the colours used and the humour throughout. “Over 3 years we have built up the St Kilda Film Festival brand and elevated its positioning and exposure. It’s now Australia’s premier short film festival. In 2010 our hero was a dark and moody creature of the night.”
Found via the website: http://www.septemberindustry.co.uk
Very interesting clip featuring Michael Wolff discussing the topic Is This A Good Time For Creativity? He believes it is always a good time for creativity, and inspiration is a difficult thing to describe.
Starting in the 1970’s with the creative rise of Wolff Olins, his career in design has included the creation of some of the most iconic and well known brands of the late 20th century. Wolff Olins are a leading brand agency who have worked with such clients as Sony and the London Olympics 2012. They help clients capture their brand idea, devise the best brand architecture, and manage their brand for maximum impact.
In the Nineties he started working as an independent consultant creative director where he worked on creating the Labour Party rose, as well as developing the strategic creation of the Citi identity for Citigroup.
Found via the website: http://www.davidairey.com
Nice little clip by the agency Build. It shows the letter-block creation of Pure, a new type face for Nokia. It was designed by Bruno Magg the acclaimed typographer. The function of the new typeface also extends to provide versatility during translations across different alphabets, which is especially important for a global brand like Nokia.
Found via: http://designtaxi.com
Our branding reflects our taste perfectly, we love strange animals. We like to see the mixing of animals together. These animals are part of The Strange Planet range, by The Good Machinery. They are cool and available to buy from the Etsy shop. Any of them would look great in our studio.
You can buy them from the website: http://www.etsy.com
Found via http://www.designworklife.com/