Keeping Your Brand Promises
The BP oil disaster has now been spewing oil since April 20th. It is a disaster of epic proportions. One wonders what will happen to BP. Its share price is down, the pipe still not repaired and it seems like the clean up is an impossible task. The images and videos that have been circulated the internet are both heart wrenching and frustrating.
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A new Australia tourism ad has just been released to replace the infamous “Where the bloody hell are you?” ad.
It seems that Australia has had a few goes at making a tourism ad. So it is interesting to note the direction that we take presenting to the world. The new ad stays well away from the profanities that got us into trouble the last time, and it is at best a safe representation of a few things to do while you are over here. But it has still managed to be shrouded in controversy. There is a scene where there are 2 girls driving in the outback, but they are driving a left hand drive car. We normally drive on the right over here. The ad will be on You Tube for 3 months before it goes live, I guess to find out if there is a back lash. Have a look and tell us what you think.
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Being an avid sports enthusiast (in particular the round ball game) I went to the Socceroos farewell game against New Zealand on Monday night at the MCG. Now I’m going into detail about the match (fair to say it wasn’t pretty) but upon entering the ‘Best Sports City‘ in the world’s precinct there was the usual cheering, flag waving and buzz that Melbourne is accustomed to for any major (or for that matter often minor) sporting event, but something caught my eye and not only my eye but thousands of supporters – male and female.
The big wait is over. In September 2009 Australian Trade Minister Simon Crean announced the call for tenders from creative agencies to assist with the task of enhancing Australia’s brand overseas. In the last week we have seen the launch of a new visual identity for Brand Australia, created by Re, a small group of designers working out of M&C Saatchi’s Sydney office.
Mr Crean said, “We want a clear vision of how Australia should be seen by the rest of the world in the 21st century. We will be looking for agencies to build a contemporary national brand – one which captures the essence of Australia – not just a great place to visit but a great place to live, work, and invest – a trusted trading partner and a great place to pursue an education. This is not just about a slogan and it goes beyond the on-going promotion of Australia as a global tourist destination – a reputation that is well established. Building Brand Australiais about promoting Australia as a nation producing quality products and services across a diverse field of activities. We need to get the message out that we are an innovative nation and a quality supplier to the world of key products such as clean energy and clean food.”
So with Mr Crean’s aspiration in mind what do you think of Australia’s new brand mark?
Heritage is great thing for a brand to have, it endows the brand with a believability and reality that’s nearly impossible to fake. When creating a brand we always try to create a brand story, it’s the first step in generating a heritage. A good brand story doesn’t have to be real, but it does have to be authentic, what’s the difference you may ask?
World Famous Brand Design
A while back Alexia Soyeux from Création Conseil Dessert in Paris got in touch to tell us how much she looooved our packaging design for Gelati Sky and to see if we could hook her up with some Gelati for her upcoming gourmet food event. So we did. The event took place in Paris last Monday and by all accounts Gelati Sky stole the show.
After the event Alexia emailed us to let us know; ‘We had the chance to show your packagings to some of our clients, some journalists and some trend agency : they all loved it. So much, actually, that they wanted to take one box home. Also, innovation director of McDonald’s France Mr Rouby was very interested in your brand.’ What can we say? those French have sure got alot of taste!
You can check their report on the Création Conseil Dessert blog: http://ccdessert.com/blog/2010/04/food-influences-n%C2%B01-bilan
If you’d like your product packaging design to bring you world-wide acclaim, just give us a call – it couldn’t be easier.
Even More Coverage of Our Delicious Packaging
This week our packaging design for Gelati Sky has been featured on yNet. yNet is the blog for the business section of one of Israel’s popular newspapers. It seems the whole world’s getting a taste for our brand design for this great Australian company.
If you’d like to have a chat about creating a more compelling shelf presence for your brand, why not give us a call.
David Ansett, Brandamentalist
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Brand Designer
Hello Mexico, How’d You Like Our Gelati
Recently Gelati Sky were approached by Irma Solis, Co- Editor of a Mexican magazine called Le Fourquet. Le Fourquet’s keeps its readers completely up-to-date with the latest news in fashion, gourmet, beauty, health and the arts, amongst other things. Le Fourquet is focused on international gourmet and lifestyle and is published quarterly by the Milenio Editorial Group, one of the most successful and popular newspapers and media enterprises in Mexico. The savvy tam at Le Fourquet spotted Gelati Sky on a packaging design site and followed their noses to the source – tracking down the brand to Australia and featuring it in the ‘Lovely Packaging’ section of their latest issue.
Like bumping into an old friend
Currently I’m in the market for a new TV, so last week whilst I was shopping at Victoria Gardens, I popped into Dick Smith to see what they had on offer. On the way in I was greeted by a familiar face, Dick himself. See they’ve yet to rebrand this store with the new identity. As you may know, last year Dick Smith rebranded (some stores anyway). Now much has been said about the design of the new brandmark and I don’t mean to get into the issues it may have or lecture the designers who created it – what I do want to talk about is the brand personality and what I see as a missed opportunity. Seeing the old identity in all its glory reminded me of what has been lost.
Working for a creative brand agency I’ve always valued remarkable advertising and marketing. One particular stand-out for me was Veet’s “Goodbye Bush” ad that ran as a quarter page in Sydney’s Daily Telegraph and Melbourne’s Herald Sun in January 2009. The ad was forwarded in a viral frenzy to family, friends (myself being one of them) and colleagues around the globe, by 3pm the same day had made it’s way back in the in-boxes of staff where the campaign had started – Euro RSCG‘s Sydney office.
So what was it that made this ad so remarkable it created a life of its own?
