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Highlights

Sunmagic

4 December 2018 by admin

Challenge

Sunmagic is a well-established, premium range of juices in a variety of shapes and sizes, from little cartons for lunchboxes, to on-the-go bottles to drink at work, and larger packs to take home.

The team from Sunmagic approached Identica to create a new visual identity and pack for this important brand as they felt the current design was struggling to stand out against competitors in an overcrowded and highly dynamic category.

Insight

Looking at consumer trends more generally and how the sector was developing in particular, we felt that Summagic identity needed moving on, to bring it up to date to reflect increasing consumer interest in the quality and integrity of the products they choose, and to hero the high quality of the produce that SunMagic uses in all their variants.

Solution

Our creative team began by creating a new logo, which visually represented the growing fruit, in trees being ripened by the sun, and then moved onto the overall look and feel of the bottle to produce a fresher more realistic representation of fruit, and a clean and simplistic look to the overall range.

 

In all, our team designed across a range of 8 SKU’s ranging from individual fruit juices through to fruit mixtures.  We even took the design onto their lorry fleet, so create a piece of mobile advertising for the brand.

 

 

Opihr RTDs

22 October 2018 by admin

Challenge

Identica were challenged to create a range of RTDs for Opihr to make it easy for consumers to bring Opihr with them on their adventures.

Insight

Traditional RTDs often feel like a cheap, less sophisticated version of the parent brand, something that is chosen when convenience is prioritised over brand experience.  We wanted these to buck that trend and be as premium as the parent brand

Solution

Our intention was for the range of 3 to be very closely linked to the core brand so consumers could pick brand first and foremost. We therefore chose a bottle with a similar silhouette, although obviously at a smaller size. At a secondary level we wanted for them to discover the interesting flavours behind the cocktails so they could enjoy choosing between these. We commissioned an illustrator to create bespoke patterns of the fruit and botanical ingredients that work in a kaleidoscopic illustration behind the Opihr brand roundel and elephants, these are coloured to be specific to the different flavours to allow easy navigation.  The blue twist off caps add to the on-the-go convenience, but without compromising style or sophistication.

Each RTD is a super-premium, miniature expression of the brand, rather than a compromise to meet convenience requirements.

National Rail – Summer Campaign

7 August 2018 by admin

Challenge

Having created a successful digital campaign to drive purchase of two of National Rail’s most important products, their 16-25 and Family & Friends Railcards in Spring 18, Identica was charged with creating a follow-on summer campaign, this time for their Friends & Family and Two Together railcards. These two railcards have lower awareness than others, and so we needed to highlight the savings opportunities for eligible customers.

Insight

Summer is the busiest time of the year for leisure travel, so it was decided to carry forward the distinctive, vibrant visual language, based around the National Rail roundel that was created for the Spring campaign, into Summer. But to add a new dimension, we opted to include characters rather than people – with two pink flamingos, forming a heart with their curved necks, chosen to represent the Two Together audience, and a cute family of penguins on the march together for friends and family.

Solution

Because the graphics were so eye-catching and engaging we were able to use very direct copy-writing to communicate the benefit of each Railcard with the message changing to be location specific, in order to create higher cut through.  The campaign has been carried on live poster sites in main railways stations across Britain as well as on key roadside installations.  In addition, our family of penguins and pair of flamingos have been popping up on station forecourts in London, Manchester and Liverpool, to create additional buzz and to generate awareness and additional sales of Railcards.

 

Client

National Rail

Sector

Travel

Region

UK

What we did

Brand Strategy, Communications Campaign, Brand Activation

 

Kenwood

18 July 2018 by admin

Challenge

Kenwood is a leader in food preparation in Europe, in part thanks to the legendary Kenwood CHEF, which has been at the heart of the kitchen for generations. However, the conversation around food is continuously changing, and today the kitchen is a place as much for self-expression and creativity as it is about preparing and cooking food.

Insight

So, Kenwood felt it was time to change, and to remind consumers worldwide that it shares their deep passion for creativity in food and in cooking.

To signal this change, Kenwood decided to appoint Identica to help them re-invigorate the brand behind its new brand purpose, “Feed Your Imagination” – whilst leveraging Kenwood’s recognised superior build quality, design ingenuity, and its British design and engineering heritage.

Solution

Our creative solution for the brand identity was to take the K symbol from the Kenwood logo and turn this into a distinctive and impactful curator of content, and for this to become the voice of the brand and a showcase of its new vision and love of food.

A key aspect of the new brand identity is to make it more visually expressive, building a bank of assets which capture the joy that Kenwood users find expressing their creativity both in food preparation and in producing a variety of delicious finished dishes.

We worked across all brand touchpoints including packaging, retail displays, merchandising, online, office interiors and business stationery, and played a pivotal role amongst Kenwood’s in-house product and graphic design teams, the broader marketing team, international directors and a team of collaborating agencies working on this exciting global project.

Director of Trade Marketing and Comms in Kenwood’s global team, Jane Perry said: ‘our project with Identica was a great example of how a collaborative partnership should operate, with a solid strategic mindset, savvy stakeholder engagement, and a refreshingly pragmatic process. The result is an inspiration!’

Client

Kenwood

Sector

Electrical

Region

Global

What we did

Brand Strategy, Brand Identity, Packaging

 

Berkeley Square Global Travel Retail

21 May 2018 by admin

Challenge

Identica were challenged to create an event for Berkeley Square to support the exclusive Global Travel Retail launch to get people talking about, and buying, the brand.

Insight

Travel Retail is a busy and crowded environment, so to create cut through we needed to engage our audience with something to stop them in their tracks and make them want to engage with the brand.

Solution

Our approach was to take over a large area in the Duty Free store of Gatwick airport and create a space that had all the sophistication and elegance of an exclusive venue to showcase the brand’s natural habitat. We created minimally branded pillars where the bottles were displayed as individually lit up as works of art, rather than crowded onto shelves. We created a bar in the central area so barmen could create the perfect serve for travellers to experience. Behind the bar area we took over the huge screen with a branded video reminding both locals and travellers of the wonders and excitement of London by night. Because there are many potential customers who might not want to purchase there and then we directed interested customers to the new website that we created which directed them on to other routes to purchase.

You can see more of our work for Berkeley Square here: Berkeley Square

Bensons the Juicers

21 May 2018 by admin

Challenge

Identica were approached by Bensons the Juicers to come up with a fresh new look for their Chilly Billy ice lollies, to help it stand out proudly as a healthier choice amidst a host of competitive products.

Insight

Every parent wants to give their child a treat from time to time, without having to compromise. Looking at the children’s ice-lolly market, you’ll find a noisy and difficult to navigate category, awash with a synthetic, unnatural palette, and very little in the way healthier choices.

Solution

As Chilly Billy ice lollies are made with real fruit juice, with no added sugars, colours or flavourings, we saw an opportunity to create a distinctive pack which celebrates and clearly communicates that this is a healthier choice but it something the children will still enjoy.

We used playful illustrations to bring the fresh ingredients to life based on an-off white canvas, to create differentiation between Chilly Billy and other products in its category. By introducing ‘fruit stickers’, which call out the product USPs, we reassured the consumer that this really is a healthier choice for the family.

 

‘We are delighted with the rebrand of our Chilly Billy’s and would like to thank the team at Identica for their great ideas and artistic flair. We believe that our new look shouts out what we are all about and our passion for creating natural products for all of the family’

– Alexia Benson, Co-founder

AtSource

2 May 2018 by admin

Challenge

Olam is a leading agri-business with a core vision of re-imagining global agriculture, based around a sustainable, hands-on, ground up, approach. As a part of that mission Olam have developed the most comprehensive sustainable sourcing package in the B2B marketplace and wanted to create a new brand to support this initiative. Olam approached Identica to help develop a distinctive global brand name and brand identity for this exciting new offering. They wanted an identity that could grow with the product, yet always maintain a steadfast connection to their roots and ethos.

Insight

Sustainability has become a common buzzword amongst Olam’s competitors, and is in danger of becoming a slightly devalued term simply due to its currency. This is already a crowded and noisy area – and so it was imperative that the new brand is highly distinctive and instantly impactful. Olam aims to show it has a different agenda, regarding sustainability as a business imperative as well as a moral duty – aiming for net-positive, transformational impact.

Solution

The name AtSource speaks to the fundamental and grass roots change that Olam is driving, from the farm gate through to the end consumer. It speaks of positive and permanent change, addressing and finding solutions to the challenges we face through collaboration, cooperation and transparency. Our bright blue brand identity is optimistic and speaks of the positive vision Olam have for the future, whilst being distinctive in a sea of green sustainability offerings. Our pin device provides a flexible motif that shows how active AtSource is in the world, from farm to factory gate and even bares resemblance to the Olam logo itself, a nod to the connective nature of the platform.

Client

Olam International Ltd

Sector

Agri-business

Region

Global

What we did

Brand Naming, Brand Identity, Brand Film, Internal and External Launch Collateral

 

 

National Rail – Communications

23 April 2018 by admin

Challenge

Identica were challenged to create a digital communications campaign to promote two of National Rail’s most important products, their 16-25 and Family & Friends Railcards. Our aim was to target potential customers as they plan travel around the Easter holidays and encourage more of them to purchase and use their Railcards.

Insight

The 16-25 Railcard was already well known and understood, so customers just needed a nudge to be remind them what great value it offers. However, the Family & Friends Railcard is a more complicated proposition with lower awareness, so for that product we needed to communicate the mechanics and benefits as well as drive people to purchase the Railcard on-line.

Solution

Our creative solution was to take the National Rail roundel as the basis of our design, producing a series of vibrant circles that held headline information in the current bright colour palette of the individual Railcards. Our system was designed to be easy to flex across different formats and to animate where platforms allowed. The campaign made the Railcards feel modern and upbeat, like a desirable members’ club with incredible benefits for smart travellers, rather simply a way of saving on rail fares.

Our campaign runs across across digital, social, email, web and out of home sites.

 

Client

National Rail

Sector

Travel

Region

UK

Berkeley Square The London Dry Gin

18 April 2018 by admin

Challenge

Identica were challenged to reinvent Berkeley Square, to elevate it from a premium gin to be the only credible choice of gin in any repertoire of luxury spirits.

Insight

Berkeley Square is inspired by the exquisite world of Mayfair where only the best will do. It is considered the best tasting gin in the world, but the brand around it, including the previous packaging did not live up to the brand promise of never settling for less. 

Solution

We created a decanter bottle reminiscent of the strong architecture of Berkeley Square itself. We have a name plaque, rather than a label, like on the facade of the buildings. Our lion’s head is based on the exact style seen on the doors of the Square, a symbol that this extraordinary world is in reach if you dare to knock. The reeded panels on the sides are a reminder of the cast iron railings found in the Square. The metal decanter stopper has been perfectly designed to always sit facing forwards, representative of our determination to never settle for less than perfect.

Our glorifier is a frame to adorn and protect the bottle. It is a doorway into Berkeley Square, ensuring that the bottle has its own clear space to stand in, creating a physical, as well as symbolic, distance between Berkeley Square and the competition. The lining is a cool shade of sandstone and along with the brick embossing on the sides it adheres to the architectural tone of BerkeleySquare.

Shane Hoyne, Chief Marketing Officer at Quintessential Brands comments, “The words Berkeley Square are evocative of a certain sense of style, quality and refinement and it is these qualities that Berkeley Square Gin embodies perfectly. The quality of the gin has always been exceptional but now we have a bottle design that really matches up to the liquid and lives up to the brand name. With its evident aesthetic appeal coupled with its refined, smooth taste, we’re confident that Berkeley Square Gin is going to be the must-have gin brand for discerning spirits drinkers, connoisseurs and style icons around the world this year.”

Bespoke Cleaning

29 January 2018 by admin

Challenge

Bespoke Cleaning is relatively new entrant into the commercial cleaning category in London.  The team there felt that they had outgrown the brand identity and positioning they had used since their start up.  What was needed was a fresh approach to spearhead further growth, and emphasise their distinctive approach to the category, embodied in their team and their CEO Tobias Batkin.

Insight

By talking to customers and examining category competitors, we saw a sea of same-ness in how commercial cleaning companies go to market, both visually and in tone of voice -the same old tired clichés and management speak. It was clear that Bespoke were taking a wholly different approach, centred around service excellence.  We identified that the  yellow that Bespoke had been using was distinctive as well as being emblematic of freshness, energy and renewal, and so should be preserved.  Furthermore, we were so impressed by the people that we met at Bespoke, that we felt they should be brought front and central to the brand’s positioning.

Solution

Working closely with the Bespoke team, we created a fresh new brand identity using yellow as a core colour but combining this with whites and greys to add sophistication and freshness.  We commissioned original photography with a natural reportage theme and developed an informal conversational tone of voice which we felt suited the business.

Using the line ‘Exceptional Cleaning depends on Outstanding Service’ we hero’d the people that are driving Bespoke Cleaning forward, a team of dynamic individuals, and coined the strap-line ‘We’re defining cleaning’ to underline the company’s determination to shake things up in the commercial cleaning sector for the better. You can see more here:

https://bespoke-cleaning.co.uk/

 

Client

Bespoke Cleaning

Sector

Commerical Cleaning

Region

UK

What we did

Qualitative Research, Brand Strategy, Brand Positioning, Brand Identity, Web Design

 

  • National Rail

    Summer Campaign 2018

    Read More >

  • Kenwood

    Feed your imagination

    Read More >

  • Berkeley Square The London Dry Gin

    Distilled to perfection

    Read More >

  • Bespoke Cleaning

    A fresh clean look for Bespoke

    Read More >

  • Markell

    Natural and Healthy Cosmetics

    Read More >

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