Our News

Read more here about what we’ve been up to lately.

Highlights

Clive Christian at Selfridges

7 November 2017 by admin
Identica’s gifting campaign for Clive Christian luxury fragrances has been launched in time for Christmas, and is designed to work over the year across a variety of cultures and occasions, as well as non specific gifting.  The campaign titled ‘Because’, allows customers to personalise and express their individual reasons for gifting.
Oversized gift tags sporting customer generated messages give the campaign a personal touch, and allows it to flex both in-store and within on-line environments.
Using the gold gift wrap and black tissue paper we created as a key asset of the Clive Christian gifting experience, we commissioned paper artist Sarah Matthews to create stunning super-sized flowers.
This beautiful window display in Selfridges, Oxford Street, can be viewed up to Weds 8th November, after which this magical display will move inside Selfridges to the Mary Site, on the ground floor near the central atrium.

Full case study to follow.

Identica appoints a new Creative Director

11 October 2017 by admin

Identica is proud to announce the recently appointed Richard Clayton as their new Creative Director. Richard was previously Creative Director at Coley Porter Bell and will be working alongside MD Carol Lavender, who commented: “we’re very excited to be working with Richard and look forward to welcoming him into the Identica family”

Richard has over 20 years’ experience working with a diverse range of FMCG, corporate, retail, and luxury brands, both major global and smaller local clients.

Over this time he has developed long lasting relationships with well known names such as Chivas Regal, Royal Salute, Coca-Cola,The Glenlivet, Perrier Jouet, American Express, Jordans Ryvita, Coutts and the RAF to name but a few, picking up numerous awards along the way – most recently winning a Platinum (Best in Class) award for Chivas Regal.

A passionate and positive hands-on creative with a strong drive to develop brands in a 360º way, Richard creates impactful solutions based on sound strategic foundations. So he will be right at home at Identica!

When not at the office, or at the diving pool watching his eldest son competing, Richard is a keen runner and can be seen pounding the streets of South London at the weekend.

Clive Christian

4 October 2017 by admin

Challenge

Clive Christian had created the worlds most expensive perfume (£142,000), and was loved by customers world wide.

Insight

Retailers and customers were crying out for the brand to innovate across a variety of price points and share more of the exquisite Clive Christian brand secrets.

Solution

We carefully re-crafted the logo, type and coat of arms to reflect the brands luxury positioning. One by one we have evolved the products in the original and Clive’s Private Collections to ensure that every touch point is truly extraordinary and represents British Craftsmanship at its very best.  Through the new product innovation range extensions and limited editions, we have revolutionised the Clive Christian Portfolio and the brand is seeing amazing sales results. With new customers and new retail outlets being offered to them, there is still lots to come that we are unable to share with you just yet.  Truly exciting times for this British Luxury Brand.

Client

Clive Christian

Sector

Luxury, Beauty, Fragrance

Region

UK

What we did

Brand Strategy, Packaging Design, Structural Design, Gifting, Merchandising & Comms, Website & Digital Ads, Product Consultancy, Brand Guidelines.

Travers Smith

21 May 2017 by admin

Challenge

Travers Smith is one of the UK’s leading corporate, financial and commercial law firms, head-quartered in London. It is famous amongst its clients for its high levels of partner involvement, its deep industry knowledge and reputation for being commercially savvy. Travers Smith asked Identica to help it create a fresh approach to one of its annual key publications – Market Trends in Private Equity.

 

Insight

Whilst the Market Trends report’s key objective is to deliver high quality comprehensive information, we felt that the publication needed to be given a more dynamic quality so that it could serve as both an easily digestible quick read and an in-depth report.

 

Solution

We used infographics and other summary visual devices to convey the bespoke data and expert opinion the firm needed to present, resulting in a fresh look and feel for the report. We’ve now worked with Travers Smith on both the 2017 and 2018 editions of Market Trends, as well as other flyers and brochures for multiple practices within the firm, to help them create greater impact and cut through in their marketing and new business activities.

 

Optima

16 May 2017 by admin

Challenge

Optima is a highly popular drugstore chain in Russia. Optima’s management team asked Identica to re-invent their brand from the ground up – including its strategic positioning, the brand identity system, and its retail experience.
The focus of the project aimed the brand squarely at women, creating an experience to truly serve women and enable her to satisfy herself, her family and her friends.

Insight

Customer service is paramount in Russia. Today’s consumers in this part of the world require a service-led approach. Helpfulness and convenience are demanded, greater connectivity is expected, and greater excitement, warmth and thoughtfulness in the retail experience is desired.

Solution

We created an environment that appeals to a broad cross section of women, making it local, accessible, warm, honest, friendly and trustworthy.

Our concept revolved around four facets of women’s’ lives (the woman herself, her family, her career and her friends). To reflect these facets we took the letter O from work Optima and created a unique icon in a flower shape, with four petals representing the four sides of our target customer.

This iconic detail was then carefully integrated into the design of retail space and communication.  Identica further expressed the idea of warmth and friendliness through the choice of a new signature colour, and used it to create a unique style for photography and graphic language. We even tailored the merchandising units to accommodate the average height of Russian woman, to ake shopping as simple and stress-free as possible.

Client

OOO “Universal”

Sector

Health & Beauty Retail

Region

Russian Federation

What we did

Brand Strategy, Brand Identity, Retail Design, Communication Design, Advertising, Point of Sale

Stoli Crushed

3 May 2017 by admin

Challenge

Stolichnaya has a long history of innovation in the vodka category.  It was the first to offer flavoured vodkas and other pioneering ideas, but without ever compromising the essential authenticity and heritage of the brand.

Insight

Demanding American consumers are beginning to experience vodka flavour fatigue, and many see vodka as a evening drink.  They were looking for authentic but new experiences in the vodka category – a new daytime drinking occasion, and a lighter drink designed for sharing and socialising.

Solution

Enter Stoli Crushed – an exciting new fruit based vodka drink, bringing the heritage credentials of the Stolichnaya brand to a new audience, with the promise of a new, more social drinking moment. Refreshing, fruity, delicious, original, Stoli Crushed was brought to market in a matter of months, drawing on Identica’s brand naming, design craft, and 3d design skills.

Client

Stolichnaya

Sector

Alcoholic Beverages

Region

USA

What we did

Identity Design, Packaging & Production

Lady Pink

5 April 2017 by admin

Challenge

Taber Trade asked Identica to help with creation of a brand that would meet the requirements of the modern girl who likes to look beautiful and stylish. This new brand would give this girl opportunity to be able to update her jewellery and hair accessories every month.

Insight

We realised how important is it to combine elegance, style and affordability of all the products within the Lady Pink brand and reflect it in the brand assets and communication with their customers.

Solution

Identica created the image of the brand on the basis of the duality of the brand’s characteristics – its refinement and audacity. This formed the basis for the design of the logo and all packaging for jewellery and accessories. We also developed a merchandising display unit along with the brand communication.

Client

Lady Pink

Sector

Fashion & Beauty

Region

Russia

What we did

Identity System Design, Packaging, Marketing Communications & Production

Light Bites

3 April 2017 by admin

Challenge

Following on from our relaunch of LighterLife Fast, the team behind the brand felt there was a further opportunity to introduce a range of healthy snack products to sit along the 5:2 diet range.

Insight

We identified that our target audience was a mix of people who are actively looking to lose weight and others simply looking for healthy, nutritional, convenient snacks. Because of this we developed a new brand and identity for this range, leading with the Light Bites name but still endorsed by LighterLife Fast. We also worked hard to make sure this new range could compete effectively with other snacking brands, without entirely losing its visual link to the full LighterLife range.

Solution

We created an eye-catching pack that had strong appetite appeal in order to drive impulse purchase.  We carefully crafted the on-pack messaging too, so that the benefits, including the calorie count, were clearly communicated.

Client

LighterLife

Sector

Health

Region

UK

What we did

Brand Strategy, Brand Positioning, Brand Identity, Packaging

Mepsi

11 January 2017 by admin

Challenge

Mepsi is a brand known for its fantastic nappies, but it felt that its brand identity should be working harder against competitor nappy brands, in particular Japanese imports.

In addition, the company knew there was an opportunity to extend Mepsi into baby toiletries, but felt that the current brand identity wasn’t fit for purpose.

Insight

We identified that the unique logo was an important identifier but that it needed some work to make it more easily legible, and to help stand out in what is a very busy category.  We also quickly established that two versions of the logo would be required to work across the multiple pack formats that the Mepsi brand would now cover.

Solution

We created a simplified word mark and added a ‘baby bird’ brand device, locked up with the brand in two formats – one long form, and one short form.  We also created a cute and stimulating visual language around the brand mark, which was then used to unite the range across both nappy and toiletry ranges, and warmed up the brand colour palette.

The result is a unique visually stimulating brand identity that stands up proudly against European, North American, and Japanese brands.

Client

Mepsi

Sector

Baby Care

Region

Russia

What we did

Brand Strategy, Brand Positioning, Brand Identity, Packaging

LighterLife Fast

10 January 2017 by admin

Challenge

LighterLife Fast – the nutritional 5:2 food and drink range has monopolised Superdrug’s health and wellbeing section when it came to market in 2013.  But since then the market has moved on, driven by an increasing interest amongst consumers on eating healthily to control their weight.

Insight

LighterLife Fast wanted to target young women and make them feel product to be buying  LighterLife Fast products, and so wanted a new unique look and feel which maintained strong shelf stand out but tonally fitted into the new way consumers were thinking and behaving around their diets and calorie intake.

Solution

Our refreshed brand identity plays upon the quality of the product with the new packaging working to highlight the lifestyle ideals of the brand, along with new products such as Decedent Double Chocolate Bar to create a complete system for consumers.  It also simplifies that packaging to aid communication and also to create a light fresh feel to the brand.

 

Client

Lighter Life

Sector

Health & Wellbeing

Region

UK

What we did

Brand positioning, Brand Identity, Brand Packaging

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