Archive for the ‘Brand extension’ Category

05.21.12

Coke takes Brand Sponsorship to new heights with this Integrated Campaign

integrated brand campaign

A Cre­atively Inte­grated Brand Spon­sor­ship.
One of the great­est chal­lenges for every brand is to cre­ate a deep con­nec­tion with those most crit­i­cal to their busi­ness suc­cess. It’s not nec­es­sar­ily a mat­ter of mak­ing a deep con­nec­tion with every sin­gle per­son in your mar­ket, but about choos­ing those select few who will allow you to lever­age that suc­cess across your cus­tomer or client-base. Coke have come-up with a cre­ative approach which has done just that with their inte­grated brand spon­sor­ship cam­paign with foot­ball club Ben­fica in Portugal.

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05.14.12

Introducing the new brand and packaging for TOM Organic


We are proud to launch the new brand iden­tity and pack­ag­ing for TOM Organic.

The first and only range of fem­i­nine hygiene prod­ucts accred­ited by the Aus­tralian Cer­ti­fied Organic organ­i­sa­tion, all TOM prod­ucts are 100% biodegrad­able, made entirely from organic cot­ton and free from chem­i­cals, bleaches and syn­thet­ics. Pre­vi­ously only avail­able in selected inde­pen­dent stores, our brand devel­op­ment work has helped TOM secure dis­tri­b­u­tion in national retail­ers includ­ing Wool­worths and Chemist Ware­house. The new pack­ag­ing is on shelves this week. Read the rest of this entry »

04.27.12

African Men. Hollywood Stereotypes.

Revers­ing stereo­types through per­sonal brand story telling is how four Kenyan men, Gabriel, Benard, Brian and Der­rik turned a sim­ple idea into a viral cam­paign for char­ity. After watch­ing Alex Presents Com­mando they wanted to tell their own story about African stereo­types in Hol­ly­wood movies. The video gives us a sneak peak into the lives of the Kenyan men, human­is­ing their world and show­ing a dif­fer­ent Africa, one that is filled with hope, laugh­ter and kind­ness. It has been pro­duced for Mama Hope who have released a series of per­sonal sto­ries from African nations to raise money for edu­ca­tion and much needed com­mu­nity development.

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04.17.12

Our March branding article for The Melbourne Review — Private Label Needs Public Disclosure

packaging design agency

This year we began writ­ing a reg­u­lar col­umn on brand­ing for The Mel­bourne Review. This sec­ond of our arti­cles explores the impact of pri­vate label brands on the retail landscape.

Whichever way you cut it, the growth in pri­vate label brands is going to con­tinue within Aus­tralian supermarkets.

Con­sumers in Aus­tralia are increas­ingly see­ing pri­vate label prod­ucts as rep­re­sent­ing great value. A recent AC Nielsen research report into the power of pri­vate label brands glob­ally found an aver­age of 69% of all respon­dents agreed that ‘super­mar­ket own brands are usu­ally extremely good value for money’. In Aus­tralia 81% shared this sentiment.

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04.11.12

The Next Digital Generation

If you think tex­ting while walk­ing is dan­ger­ous, just wait until every­one starts wear­ing Google’s futur­is­tic, internet-connected glasses.

  Direc­tions to your des­ti­na­tion appear lit­er­ally before your eyes. You can talk to friends over video chat, take a photo or even buy a few things online as you walk around.  The glasses will be able to do any­thing a smart­phone or tablet com­puter does now — and then some.  Google gave a glimpse of “Project Glass” in a video and blog post last week. Still in an early pro­to­type stage, the glasses open up end­less pos­si­bil­i­ties — as well as chal­lenges to safety, pri­vacy and fash­ion sen­si­bil­ity. The pro­to­types have a sleek wrap-around look and appear noth­ing like clunky 3-D glasses. But if Google isn’t care­ful, they could be dis­missed as a kind of Blue­tooth ear­piece of the future, a fash­ion faux-pas where bulky looks out­weigh mar­ginal utility.

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04.10.12

A Home Builder Branding Revolution — IKEA launches a US$86,500 flat-pack home — they even build it for you

branding agency

Where do you go when you own the home fur­nish­ings mar­ket?
The Swedish brand famous for its afford­able fur­ni­ture and acces­sories has come up with a gen­uine game changer — an IKEA house in which you can put all that IKEA fur­ni­ture. An archi­tec­tural firm in Ore­gon has col­lab­o­rated with fur­ni­ture giant IKEA to come up with a flat-pack home cost­ing just US$86,500.

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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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03.18.12

Air New Zealand — The Kiwi Sceptics

The Kiwi Scep­tics is part tourism cam­paign, part air­line cam­paign and part dig at stub­born Aussies. The premise is to take Aus­tralians with unfa­vor­able opin­ions of New Zealand and trick them into trav­el­ing across the ditch to change their minds. It is a lovely case of well exe­cuted brand story telling, twist­ing cliches and mis­con­cep­tions, all told through the eyes of char­ac­ters that are eas­ily related to and reflect­ing stereo­types that are at times scar­ily hon­est (for an Aussie). The cam­paign is by Air New Zealand, but you would be for­given for mis­tak­ing it for a New Zealand tourism piece, which is an inter­est­ing plat­form, lever­ag­ing cre­ative brand posi­tion­ing, Air New Zealand is pro­mot­ing and sup­port­ing their own national iden­tity, their own peo­ple and their own cul­ture, which is a lot more than some national car­ri­ers some can boast.

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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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