Archive for the ‘Brand Design’ Category

04.05.12

Happy Easter!

So it’s that time of the year again where the Easter bunny vis­its us with moun­tains of choco­late delights. The choco­late eggs and bun­nies have been lin­ing the super­mar­ket shelves since Santa’s last visit and choco­latiéres have been push­ing to offer some­thing a lit­tle dif­fer­ent. How­ever one brand doing it like no other I’ve seen is Sweet Brazil Choco­lates. With a brand belief that “Life has more taste when we feed our eyes before we delight the palate,” the prod­uct range is absolutely stunning.

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03.26.12

21 New Killer Custom Typefaces — Brand Identity Assets

brand identity design

Cre­at­ing Mem­o­rable Brand Design
As cre­ative direc­tor of our brand agency I’m always being asked by our clients how to cre­ate the most effec­tive brand iden­tity or cor­po­rate image. The answer always includes the invalu­able ele­ments of own­ing ‘Unique Visual Prop­er­ties’. Unique visual prop­er­ties are visual ele­ments of your brand iden­tity that posi­tion your brand and its strat­egy in the hearts and minds of your tar­get mar­ket, but just as impor­tantly, achieve that goal with fresh and unique visual lan­guage. By con­sis­tently pre­sent­ing your unique visual prop­er­ties to the mar­ket, over time you will own them and their brand asso­ci­a­tions, pro­vid­ing you with defen­si­ble, bank­able brand equity. Too many visual iden­ti­ties uti­lize the same small hand­ful of type styles, leav­ing the door wide open for brands to select remark­able and dis­tinc­tive type­faces to reflect their unique brand propo­si­tion and personality.

By a long shot the most pop­u­lar blog we’ve ever writ­ten was a col­lec­tion of crack­ing cus­tom type­faces we pub­lished a cou­ple of years back. Lit­er­ally tens of thou­sands of peo­ple have enjoyed the blog and it con­tin­ues to be pop­u­lar. So when you’re on a good thing…

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03.23.12

Nike FuelStation Reinventing Retail Space and Product Interaction

Nike Fuel­Sta­tion at Box­park Lon­don
Nike con­tin­ues to push retail space design and cus­tomer expe­ri­ence with the first Fuel­Sta­tion launched in Box­park Lon­don. A retail space that is like no other, the space invites the dig­i­tally enabled ath­lete to inter­act with the Nike brand. The retail design has a fine bal­ance of inno­v­a­tive dig­i­tal inter­ac­tiv­ity and prod­uct expe­ri­ence. Cre­ated as a pop-up retail out­let, the entire retail space has been cre­ated from ship­ping con­tain­ers. See more after the jump.

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03.22.12

Innovative product with advertising to match

Mer­cedes Benz has devel­oped their lat­est F-Cell model vehi­cle which emits zero emis­sions. Boast­ing an elec­tric motor that pro­duces 30 per­cent more power while con­sum­ing 30 per­cent less fuel com­pared with the last F-Cell devel­op­ment, Mer­cedes has pushed them­selves again in an attempt to pro­vide “a future of mobil­ity that’s uncon­strained by range anx­i­ety, non­re­new­able fuels or wor­ri­some emissions.”

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03.20.12

Property Branding and the art of creating an evocative sense of place

Com­mu­ni­cat­ing the Vision
As a brand strat­egy and iden­tity design agency who has worked for a num­ber of years in the prop­erty devel­op­ment space, we under­stand the chal­lenge of cre­at­ing a sense of the promise and vision of a place that will one day be a vibrant com­mu­nity, but is most likely cur­rently a bar­ren field. The same chal­lenge is faced by devel­op­ers and devel­op­ment mar­keters whether they are cre­at­ing a one hun­dred apart­ment build­ing, of a ten thou­sand home com­mu­nity — how do a cre­ate a pow­er­ful sense of our vision so that a cus­tomer is drawn inex­plic­a­bly to our project and not to one of our competitors?

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03.16.12

Sneak peek at Dominos new Australian retail brand spaces

retail design agency

Domi­nos New Eat-In Con­cept Store
Domios Pizza are set to intro­duce an all new menu fea­tur­ing organic ingre­di­ents and fresh sal­ads. The new menu has been designed to suit a shift to eat-in restau­rants with open kitchens so you can see every­thing being made. Each store is being car­bon audited — so a design approach that included recy­cled mate­ri­als was part of the brief. With the Domi­nos share price con­tin­u­ing to climb, it seems that the worse the econ­omy gets, the more fast food peo­ple eat — Domi­nos is try­ing to make fast food healthier.

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03.15.12

Emotion Charged Brands Win

In Aus­tralia, retail­ers con­tinue to strug­gle. A two speed econ­omy and con­tin­u­ing fru­gal­ity amongst con­sumers looks like being around for some time into the future. Data released by the Reserve Bank at the begin­ning of this week indi­cates that credit and debit card trans­ac­tions shows the aver­age credit card limit grew only 0.7 % over the past year, the slow­est growth on record over the past 17 years. The Age on March 13  also reported Commsec’s Econ­o­mist Craig James as stat­ing ‘…the new age of con­sumer con­ser­vatism shows no signs of end­ing. Con­sumers are likely to main­tain their pref­er­ence for value shop­ping, keep­ing the pres­sure on margins.’

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03.12.12

Branding 101 — You can’t be all things to all people

brand strategy consultancy

Less is More Brand­ing
As a brand strat­egy, brand iden­tity and brand com­mu­ni­ca­tions design agency when spend most of our lives help­ing brand own­ers gain clar­ity around their most effec­tive posi­tion­ing in their mar­ket and how to com­mu­ni­cate that posi­tion­ing to those most respon­si­ble for their busi­ness suc­cess. One of the most com­mon issues we uncover are brands so intent on being rel­e­vant, that in their attempt to mean some­thing to every­one, they inad­ver­tently end-up mean­ing noth­ing to anyone.

The 80:20 Rule of Brand­ing
Much of the process of strate­gic brand def­i­n­i­tion is about decid­ing what your brand will not be — which cus­tomers are not worth attract­ing in order to focus your propo­si­tion on those who will deliver the most value to your busi­ness. In these times of ampli­fied brand impor­tance, often the only sub­stan­tial dif­fer­en­tia­tor between prod­ucts A, B and C is their brand per­cep­tion in the minds of the consumer.

The con­cept of a clear and tar­geted brand propo­si­tion is sim­ple enough, but as a man­ager of brands, do you have the dis­ci­pline to avoid the temp­ta­tion of being all things to all people?

If you’d like some help gain­ing this level of clar­ity around where your brand’s potency lies, we’d be only too happy to sit down with you over a cof­fee for a cou­ple of hours and set you on your way.

Dave Ansett, Brandamentalist
Chief Cre­ator of Brands with Clarity
For monthly updates of our think­ing, click here to receive our free Brand Newsletter

Pho­tog­ra­phy: Ter­res Com­pro­mises’ by Matthieu Gafsou, 2010

03.09.12

For Retail Brands — Pop-up has Come of Age

retail branding agency

Karl Lager­feld + HPP Archi­tects lat­est retail project — The pop-up Schwarzkopf light­box
The Schwarzkopf light­box is a strik­ing tem­po­rary hair salon that has just popped-up in Düs­sel­dorf, Ger­many. A col­lab­o­ra­tion between Ger­man fash­ion designer Karl Lager­feld and HPP archi­tects, the Schwarzkopf light­box reflects the next gen­er­a­tion of pop-up where the strik­ing design of the struc­ture belies its tem­po­rary exis­tence. Span­ning two storeys, the reusable and recy­clable mobile struc­ture was con­structed in just four weeks.

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03.08.12

Colours that reflect your mood

Pen­ta­gram have just released a new book that visu­ally rep­re­sents colours and their respec­tive moods. In true Pen­ta­gram style the book, ‘Today I’m Feel­ing Turquoise’ is beau­ti­fully designed rely­ing sim­ply on bold typog­ra­phy and, well colour. With pages like canary yel­low rep­re­sent­ing mind­less pos­i­tiv­ity, or brown char­ac­ter­is­ing indif­fer­ence, it’s a fun book that’s a plea­sure to view.

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