As my task was to brand a drinks company/product i found myself looking to food and drinks brands around me for inspiration, as i came to the conclusion that my brand was going to be a fruit juice/smoothie drink i looked at brands that would be its potential competition, such as innocent smoothies, this juicy water, tropicana, vitamin water and stores own brand of juices and smoothies. these brands all have a very different style, from both a graphic design and a business strategy point of view, they all seem to have a slightly different target audiences, innocent smoothies seem to be targeted more towards young people/children, possibly aged 7-14 ish (to promote health in younger people), whereas ‘this juicy water’ is targeted more towards adults/adolescents and some younger ages possibly aged 16+, this doesn’t mean that young children shouldn’t buy this, but should be encouraged to consume it, this is because the style is marketed toward the adult who would be buying the product and not the consumer.
Innocent Drinks has grown from a three-person outfit to a multimillion pound business, a large part of the company’s success can be attributed to the brand’s tone of voice. It has managed to stand out in a saturated drinks market by being friendly and engaging, sometimes even cheeky but always distinctive. It has managed to elevate the brand way above it’s competitors. Airey (2013) – http://www.davidairey.com/colour-in-brand-identity/
looking at the graphical styles of all of the other juice and smoothie brands helped me gain insight on how to brand the product to the target audience of my choice, but looking solely at these could influence my designs so that the look very similar to my brands competition, which would make the brand invisible and insignificant, it is for this reason that i began to look at the graphic styles of other product, i looked at brands that had a similar brand aesthetic and motive, brands that had a similar target audience and other packaging that i found inspirational. I looked at ‘Bear fruit’ for insight on how to brand fruit effectively to young people, there use of colour is very bold and bright, this makes it stand out on the shelf and draws the consumer to buy the product rather than a chocolate bar or sweets, i have the same task to accomplish but against sugary soft drinks, i also took a lot of inspiration from there use typography, they use only san-serif typefaces but all words seem to be hand-written and custom, the only piece of type that is bold and crisp is the logo, “BEAR” that has the eye of the letters ‘B’, ‘A’ and ‘R’ filled in, the logo also blends into the background as it is the same colour as the packaging.
Rebranding and branding, similar but not the same, a brand can have a very specific, loyal and predictable consumer fan base, when a rebranding project is initiated a lot of consideration into how the consumer will react to change, must be taken into account, they might love the rebrand and sales will rise or in some case like tropicana, the rebrand could mean a drastic drop in sale and an upset and confused consume wondering if the product itself has changed to, coca-cola in 1985 rebranded there drink, they called it the new coke, they adapted the recipe and gave the brand a whole new look, even though sales of the product rose (probably because the word spread and people needed to try it to believe it), the customers outrage and upset for the rebrand or reboot (if you will) meant that coca-cola had to retaliate and compromise, they formed the coke drink AND coca-cola that we see today.
information is beautiful – McCandles, D (2012). Information is beautiful. 2nd ed. london: Collins. 116-117.
Whilst perusing through ‘information is beautiful’ by David McCandless, i found a few infographics that detailed what ingredients went into what drinks, for example the coffee cups show how much coffee, water, milk and other stuff like froth goes into each specific drink to make it different from the rest, i like the idea of using an infographic to display the ingredients of a food or drink, i aim to take inspiration from this concept and apply it to my drinks bottle, possible on the label, i think that this clearly shows what element make up the drink, which would be an excellent addition to a juice or smoothie drink as these use many different kind of fruit and veg in their concoction.
I also found a page or two displaying the use of colour and how they work, the first shows what colours where in fashion and popularity during both the summer and the winter of the past 12 years, the second shows what colours are the ‘hottest’ colours to use on a product, according to women’s fashion, again this over the past 10 years and show the difference between summer and winter, i found this interest to see so so much of a difference throughout the years and the seasons, i also liked how they have named all of the colours with names like ‘snorkel blue’ and ‘withered rose’.
The images bellow below detail what a company requires from its brand, how its logo’s should be used to be bespoke and what not to do with them. It is essential that a brands identity remains intact, if one small aspect was to change the logo and brand would look out of place, cheap and undesirable, it is for theses reasons that they must stay intact, if, for example, the x hight of the typography of a logo was to be lower or raised by a fraction, it would disrupt the whole balance of the logotype. Companies make these brand guidelines to specifically instruct designers about the proper use of there identity, theses can be found on the website of almost all corporations, like twitter or amazon, they usually come in the form of a instruction booklet of pamphlet
Below are a few examples of how to properly use some of the logos of a few very prestigious brands.
Colour is one of the most essential element of any graphic design project, for branding it is a case of persuasion with colour, the use of appropriate colours can be all the difference, for looking at the various brands around the room it would not appear that much consideration has gone in to the choice of colour, but it is key to know that every piece of graphics design around you has been precisely designed to entice persuade and manipulate you into becoming loyal to that brand or product.
David airey from his esteemed blog website goes into detail about how and which companies use colour and what effects it has on the consumer; http://www.davidairey.com/colour-in-brand-identity/
Top tips for initiating a brand identity project.
What are you doing right now, today? What happens because you exist?
What are or will be the results and effects of what you do in the future?
- Core values
What are the attitudes and beliefs that shape your business culture?
- Unique selling point
What’s your edge, the thing that makes you stand out?
- Emotional selling point
What’s the intangible or aspiration that you sell? Think feelings not facts. Connection, freedom, ego, belonging.…
- Brand essence
The core of what you do, the image it portrays and the signals it sends.
One line that communicates everything.
How the consumer perceives your brand.
The verbal hook on which all of the above hangs and is communicated, the icing on your cake. Comes in all the way down here at number nine!
Last but not least the visual hook that represents your brand, the cherry on the top.