Highlights

Shepherd Neame – Spitfire

3 June 2019 by admin

Challenge

To capture the spirit of a Great British classic brand and articulate its character, reconnecting with existing fans and appealing to a new generation.

 

Insight

We started by getting under the skin of what it is that makes Spitfire such a successful brand in the first place – namely a brilliant product and an image that is gutsy and dynamic. The ambition we shared with the Shepherd Neame board was to reinvigorate the spirit behind the brand, celebrating the camaraderie and loyalty we each encounter in our everyday lives.

 

Solution

The Spitfire is probably the most iconic plane in the world and its name still evokes a sense of speed, power and heroism. We wanted to capture this energy and movement and hardwire it into the brand.  So we chose  to depict the plane twisting in a subtle turn, cutting through the centre of the lettering, which is distorted by its slipstream.

A sweeping blue background further adds to a sense of movement and dynamism.  The identity was taken across all the products in the Spitfire stable, including reinventing the Golden Ale and Lager.

In research across all age groups and demographics consumers preferred the new design and indicated a much greater propensity to buy Spitfire in the future.

 

 

 

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 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

 

Markell

24 January 2018 by admin

Challenge

After enjoying an impressive market growth, popular Belarusian brand Markell Cosmetics, was ready for a global brand image makeover. They decided to call on Identica’s expertise to re-define their positioning with a newly designed image that would take the brand’s growth into new categories.

Insight

Markell has a special approach to beauty that is both intellectual & scientific. Innovative formulas and natural ingredients with proven efficiency are at the heart of each product. Over 240 skus are divided across a wide range of products that are integrated into high-efficiency programs, designed to guarantee a lasting effect with regular application.

Solution

Identica’s Brand Architecture strategic platform helped define the brand’s market positioning and product segmentation. The visual identity was streamlined with a logotype and icon that accentuated Markell’s origins in the wild forests and natural ingredients. To capture the brand’s different approach to skincare, Identica created 3 main ranges: Everyday, Natural, and Professional.

Markell’s new global image reflects the product’s core value as ‘natural & healthy cosmetics’ designed to enable enhanced inner beauty to shine through into external beauty.

Client

Markell

Sector

Health and Beauty

Region

Russia

What we did

Brand Positioning, Brand Identity Design, Packaging Design, Structural design

Greenall’s Gin

24 January 2018 by admin

Challenge

Greenall’s is the original dry London Gin, Greenall’s Original London Dry Gin is still made to the original family recipe. Its smooth taste is a testament to the exacting standards set by their head distiller, Joanne Moore, who is only the seventh Master Distiller in the 250 year history of Greenall’s Gin.

Greenall’s London Dry Gin is one of the most awarded gins including- Fifty Best Gins 2015, World Gin Awards Gold Award 2015, San Francisco World Spirits Competition Bronze & Silver Awards 2015, International Wine & Spirits Challenge 2014.

Quintessential Brands, which owns Greenall’s, felt the time was right to take this successful brand into a new phase of development.  The aim was to underscore Greenall’s as the progenitor of the London Dry Gin category, and to strengthen its quality credentials in what is now a fast growing category.

Insight

Identica developed a new bottle design to celebrate the rich heritage, craftsmanship and quality of the gin. The bottle form was inspired by the shape of original gin bottles from the 1700’s, and was designed to be more imposing on shelf than the existing packaging.  We worked in a number of important story-telling elements, such as premium embossing of the spirit’s birth date -1761-  magnifying and emphasising the Greenall’s crest, and including Edward Greenall’s signature.  There is even a print of a hand-stitched Union Jack on the back label.  Each element is designed to reinforce the brand’s authentic and definitive nature, and its long British heritage as well as enabling strong shelf stand out.

Solution

Greenall’s redesign hit the market in July 2017, relaunched at Epson Races, and since then has become the 3rd biggest gin in off trade sales – a huge leap in performance.  Since July we have been busy creating new Greenall’s line extensions and Travel Retail exclusives for all its new found fans, and the warmth with which these have been received shows the brand is set for even more success in the future.

Photography: Rob Lawson

Client

Quintessential Brands

Sector

Alcoholic Beverages

Region

UK, Europe, USA

What we did

Brand Positioning, Brand Identity Design, Packaging Design, Structural design

Dolce Milk Skincare Range

23 January 2018 by admin

Challenge

Dolce Milk is one of the leading own-brands from Russian toiletries retailer L’Etual.  Famous for its unique nourishing formulas based on milk proteins, Dolce Milk carved out a unique positioning, aiming at younger audiences who wanted a sense of light-hearted fun in their bath and body products. However, in what is a highly fashion orientated category, the brand needed refreshing, to fight off the many new competitors that continually emerge.

Insight

We recognised that both the colour and the creamy formulations were important equities for Dolce Milk, and that the typographic nature of the brand identity was also an important differentiator. But we were also concerned to give the brand a more contemporary and slightly classier feel, to keep in truly relevant to today’s more sophisticated consumers, and to enable the brand to diversify from bath-and-body care into skin-care.

Solution

Our new identity for Dolce Milk presents the brand in a new light but is still rooted in the fun, appetite appeal that has kept the brand popular.  The new and innovative cocktail of milk protein formulas with ‘mouth-watering’ perfumes are a true delight for your skin and senses. The gentle formulas in the products have a wide range of caring properties: they nourish and soften the skin, improve its elasticity, preserve and maintain beauty and health, whilst still making the user feel happy whilst using them.

Client

Dolce Milk

Sector

Skin care

Region

Russia

What we did

Brand Positioning, Brand Identity Design, Packaging Design, Structural design

Clive Christian Perfume

28 November 2017 by admin

Challenge

Clive Christian needed a gifting campaign for Clive Christian luxury fragrances to be launched in time for Christmas, but wanted it designed to work over the year across a variety of cultures and occasions, as well as general gifting.

Insight

Clive Christian luxury fragrances are highly individualised, and so it seemed natural to create a campaign idea which could be personalised to reflect the myriad motivations behind gifting Clive Christian.  In addition, Identica recognised the need for the campaign both to stand out, and emulate the spirit of the brand.

Solution

Identica created a campaign titled ‘Because’, allowing customers to personalise and express their individual reasons for gifting. Oversized gift tags sporting customer generated messages give the campaign a personal touch, and allowed 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 these amazing super-sized flowers.

The campaign started with a stunning Christmas window at Selfridges Oxford Street, after which the magical display moved inside Selfridges to the Mary Site. At the Mary Site a calligrapher, engraver and ‘wrapologist’ helped reiterate the personalised and premium qualities of gifting Clive Christian.

The in-store experience is being extended to social media and online at Clivechristian.com, with a luxury lifestyle and product photoshoot.

Client

Clive Christian Perfume

Sector

Luxury, Beauty, Fragrance

Region

UK

What we did

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

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.

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

Pink Up

15 August 2016 by admin

Challenge

The market for nail polishes, accessories, and nail-care products is very crowded, populated as it is by both global and local brands.  Taber Trade asked Identica to breath new life into its Pink Up nail care brand, to help it stand out and compete effectively.

Insight

We recognized that nail polish and nail art is one way that today’s women show both how fashion conscious they are but also to display their creativity and individuality.  We recognized quickly how important it was for this brand to exude energy and excitement as well as showcasing the breadth of colours and accessories to choose from the entire product range.

 

Solution

Our new designs for Pink Up are an evocation of its strapline “Оставайся собой”, which translates as ‘Stay True to Yourself.’  We created a unique visual language and a clear brand architecture, accompanied a brand building strategy in the both conventional and social media.

This is carried through into a series of flexible templates for brand communications and point of sale, featuring a high fashion image of a ‘Pink-Up Girl’ featured in Podrujka’s magazine.

 

 

Client

Pink Up

Sector

Fashion & Beauty

Region

Russia

What we did

Brand design, Packaging design & Production

Bloom Gin

15 July 2016 by admin

Challenge

Bloom was created by master distiller Joanne Moore as a gin inspired by nature that would appeal to confident, intelligent women. Whilst the product has been highly acclaimed and well received by the target audience the packaging lacked stand out and pull.

Insight

Bloom’s packaging disappeared on shelf due to its recessive labelling and because it was often placed at the back of the bar behind other bottles. We felt that there was an opportunity to not only bring the brand into the spotlight, but also use the packaging for storytelling about the inspiration and the botanicals behind Bloom.

Solution

Our design celebrates the beauty and delicate balance of nature that Joanne captured through the drink. We brought this to life through our illustrative pattern that captures the botanicals and the inspiration behind the recipe.

To increase shelf stand out we increased the label size, creating a unique shape that would become recognisable to the brand. Changing the substrate of the label and the neck collar from transparent PSL to opaque paper and foil increased quality perception as well as stand out.

We have also extended the range to include Summer Cup, Jasmine and Rose and Lemon and Elderflower to take the brand into a variety of different seasonal occasions.

 

Client

Quintessential Brands

Sector

Alcoholic Beverages

Region

UK

What we did

Packaging design & Production

Want to work at Identica?

15 June 2016 by admin

Placement Opportunities

Calling all future superstars!

We are a leading, award winning, Brand Strategy & Design agency and we are offering you the chance to gain relevant, hands-on experience working closely with our talented team on Big Brand projects and get paid for the pleasure!

Come to Identica for a month, and kick start your career!

Drop us a line at I’m a superstar! with your portfolio and we’ll be in touch.

 

 

We’re DBA Award Winners for the 2nd year running.

12 February 2016 by admin
For the second year running, Identica are delighted to receive recognition from the DBA in the form of a prestigious DBA award for our work on J2O Glitter Berry.  J2O’s seasonal limited editions are an important activity for the J2O brand, helping keep the brand fresh and creating noise in the category.

Despite the fact Glitter Berry had already appeared in pubs and bars and on supermarket shelves for the two previous Christmas holiday seasons, our design work helped J2O Glitter Berry turn in a truly sparkling performance.  Sales rocketed by 300% compared to the previous year,  partly driven by a big slug of new drinkers turning to J2O for the first time.
We should admit however that the team may have switched to an alternative sparkling liquid at the award ceremony in order to celebrate the win!

Does sex still sell?

18 December 2015 by admin

The broad term ‘sex sells’ has run its course for younger western millennials. However weird it sounds, we’re entering a post sex-marketing world where brands are now finding alternative and authentic ways to re-engage.

An overtly sexual campaign gets seen through pretty quickly by millennials who’ve matured quicker than previous generations. Brands which inadvertently body-shame feel instantly archaic and get dismissed quickly as we saw in London this year with ‘Protein World’s Beach Body Ready’ campaign. The bottom line is that we’ve seen it all before; it’s difficult to shock us with sex. Some communication in the 90’s and 00’s were almost pornographic so to see hyper-sexualised imagery now just doesn’t seem interesting or authentic.

How has this happened? Feminism 2.0 happened. And it’s not just about women. Young millennials, male and female value equality, human integrity and are empathetic towards race and sexuality. There’s nothing equal or empathetic about a skinny model in a bikini. Sex is shallow and shallow brands get found out instantly and tend to get a vicious backlash. Brands are realising this – Abercrombie & Fitch and American Apparel have changed their tune in recent seasons as they’ve both battled falling sales. In Abercrombie’s case, we’ve seen the end of half-naked models and sexual imagery has been removed from bags and all marketing material. Instead the brand will focus on diversity – interesting given a lawsuit they’re facing, allegedly due to discriminating against a hijab-wearing job candidate. It seems that some brands are rightfully growing up with their audiences.

Similarly to A&F, in an effort to show more “real” women in advertisements, American Eagle’s young women’s lingerie line, Aerie, is showing how the girls are in real life, un-photoshopped and with “flaws.” Even the beauty industry –often critisised for communicating a false or unrealistic image of women – is changing their behaviours. UK-based make-up brand Illamasqua launched a competition called ‘Beauty Before Age’, calling for older women, mothers and daughters to model for its next campaign – exemplifying beauty without age limits.

So what’s powerful to these consumers? Real people, non-models, creative individuals, social media personalities – people who are more interesting than just superficial appearance.  We need to stop selling sex and start celebrating sexuality. We’re starting to reinterpret beauty and it feels real, more engaging. Marc Jacobs uses Instagram to recruit real models for his Marc by Marc Jacobs range. That’s the kind of real strategies that will get people talking and buying. No longer are we shocked into looking and pressured into buying.

Superficial and shallow advertising strategies are not dead but they’re dying quickly. To move forward, creators need to focus on originality and authenticity – it’s harder, but way more interesting.

Nathan Hurley

Designers – How to get ahead in branding.

2 October 2015 by admin

We’ve all heard them, the in terms bandied around the branding workplace, they come and go (thankfully so in the case of most of them) but there is one that I think actually makes a lot of sense if you care to extend its original context. The term I’m thinking about is ‘Challenger Brand’.

“Challenger brands enter a category where an established leader dictates the market conversation.”

No wait, it get’s more interesting I promise.

When I looked at the generalised characteristics of a challenger brand, and I’ll list them in a mo’, I actually found myself thinking, well don’t we (designers and creative in the branding business) demonstrate the same characteristics, and if we don’t why don’t we.

Here they are, the characteristics, see if you recognise yourself.

1) Have ambition exceeding resources, a “fire in the belly.”

2) Have willingness to sacrifice and focus; have the nerve to risk and stretch.

3) Ask, “Where can I start my grassroots movement?” Find out where exactly the market audience is that you want to grow.

4) Are willing to break from conventions of their category. To get ahead, you can’t say similar things as others. If you do, you can sadly only turn up the volume.

5) Are ready to make new rules for the game.

6) Assume “thought leadership” for their category.

7) Are willing to create an emotional connection: Become emotionally connected with the customer, your company and what you are selling. Creatively.

8) Are willing to collect ideas that will engage the imagination and emotion of customers. All personnel can be involved, because ideas come from everywhere.

9) Are ready to create an unmistakable brand identity. If you can’t outspend the competition, you have to outsmart them.

10) Plan ahead for integrated campaigns. Retrofitting integration never works as well as planning for it.

11) Will give digital a real seat at the table.

12) Most importantly, a challenger must be a media agnostic. Re-examine your media options at all times.

In sum designers have the same MO as challengers, well they do to me. What I think is really interesting is that we don’t know it half the time. But if we were more conscious of it, more conscious of our positive role to disrupt convention for positive reasons, to continually look to reinvent, to challenge ourselves, then wouldn’t we become more useful, more valued, and more valuable.

I’ve always thought that brand is God’s gift to the challenging mind, it’s so big and so important and emotionally driven that it makes sense, in my mind at least for creativity (and therefore creative) to have a much greater say in how brands are created, reinvented.

That doesn’t mean that we’re trying to turn all of our clients into challenger brands, it means that if we embrace more consciously the characteristics of the challenger then we will be more successful in our careers.

Stuart Dickinson

Stuart Dickinson joins Identica as Executive Creative Director

17 August 2015 by admin

Identica has appointed Stuart Dickinson as their Executive Creative Director. He brings a blend of creative flair and strategic instinct, grounded on many years experience, and he will play a pivotal role within Identica.

Latterly an Executive Creative Director and Client Partner at Futurebrand, Stuart has worked within two other design giants, Landor and Enterprise IG (now Brand Union), in addition to starting and running his own agency.

He has worked with a host of high profile clients, most recently including Bentley Motors, Morrisons, Xstrata, Zurich Insurance, Ladbrokes and The Royal Mail Group.

Identica and Pip Organic pick up DBA Bronze

13 February 2015 by admin

Pip, pip, hooray! Identica picked up juicy bronze trophy for its work with Pip Organic at the 2015 DBA Design Effectiveness Awards.

Identica were awarded for creating a package design that has helped the Pip Organic brand achieve 54% year on year growth over the last few years.

We have worked with Booost Trading, the owners of the Pip Organic brand, from day one and have helped them grow from seed to blossoming tree. We are privileged to be the design partner for Pip Organic and excited about the journey we are sharing.

Over the next 12 months Pip Organic will be diversifying into other categories so we’re looking forward to further opportunities for design awards!

The Identica and Pip teams had a great evening at the Award ceremony on February 12 at London’s Tobacco Dock rubbing shoulders and chinking glasses with the industry’s finest.  A big thank you to all involved.

Leto Bank

20 November 2014 by admin

CHALLENGE

Leto Bank is taking the Russian banking market by storm with a fresh approach to retail banking.  An fresh new brand identity and an open, informal, welcoming approach to branch design, is helping redefine the banking sector in Russia.  As an innovator, Leto Bank wished to bring a similarly fresh approach to the credit card market with two new generation cards, aimed at an audience who previously would not consider owning or using credit cards.

INSIGHT

Based around the current brand values, Identica worked to develop a card design that met a number of strategic goals.  Firstly it should clearly be an extension of the Leto Bank identity and work comfortably within that system. Secondlly it needed clearly signal that Leto Bank was taking a fresh approach to the credit card sector. And then thirdly, the design solution needed signal a clear hierarchy between the two cards taken to launch, in particular the more revolutionary of the two which is designed to introduce users new to credit cards to the concept of card ownership and use, and move them up to the more standardised card in time

Most importantly, the design needed to crate a new type of status, so that customers previously not used to owning a credit card, would feel proud to own and be seen using this one.

SOLUTION

We maintained a strong link to the Leto Bank brand identity by adapting the current system, finding a solution that comfortably worked at the card level.  However it was by using special print finishes and production techniques that we were able to give the card a feeling of prestige and status, all in a cost effective way, and demonstrate the desired hierarchy between the two cards.

The initiative has been a major success for Leto Bank, exceeding one million customers within first three months after its launch.

CLIENT

Leto Bank

SECTOR

Finance

REGION

Russia

WHAT WE DID

Brand Design, Trend Insights

J2O Glitter Berry

19 November 2014 by admin

CHALLENGE

Identica redesigns Glitter Berry to reignite excitement in time for the party season.

INSIGHT

Based on the insight that millennials want a soft drink that enhances their evening when they are out socialising we were challenged to get this audience to reappraise J2O by creating an eye catching and relevant design that supports J2O in their vision to be the perfect adult soft drink to enjoy with friends.

SOLUTION

The pack has been designed to highlight the unique liquid, containing reflective glitter which is activated through shaking or stirring the bottle or glass. Inspired by the glamour and opulence of the art deco period and the magic of winter, the circular container around the J20 mark acts as a window into the indulgent glitter drink. An intricate lattice pattern envelopes the entire bottle, also providing further glimpses of the drink’s activity.

Jonathan Gatward, Britvic Marketing Director said: We’re really excited to see the new look J2O Glitter Berry in the bar fridge. We’ve designed this year’s limited edition to really stand out and the blend itself is perfect for consumers looking for a seasonal drink.

Keith Davie, Identica Creative Director said: It’s a time of year when people make that little bit of extra effort on a night out and spirits are high. Your friends are on the cocktails or fizz and you want to feel part of that – Glitter Berry’s about theatre and we just bought some glamour to the party.

CLIENT

Britvic

SECTOR

FMCG

REGION

UK

WHAT WE DID

Packaging design

Identica Insight 18: Food Futures

11 March 2014 by nathan hurley

What will food look and feel like in 2050? What will it taste like? What form will it take? These are questions we at Identica have been asking ourselves. Before we reach 2050 however, it’s important to map food trends a little closer to the present for us to truly speculate what might start to happen in the future.

Food Futures aims to understand some of the larger movements occurring in fast moving consumer goods as well as how food goods are marketed and presented to us, the consumer. To contextualise these food movements it’s important to understand their drivers. Identica have identified five drive trends that will be responsible for many changes we see from our food manufacturers and distributors.

An ever health-conscious and increasingly experimental population that demand innovation and convenience from sustainable consumables means the brands bringing us food need to work harder than ever before. This is Food Futures.

Drench

25 April 2014 by nathan hurley

CHALLENGE

Identica redesigns drench to look as appetising as it tastes.

INSIGHT

Based on the insight that consumers are looking for a juice drink that balances taste with hydration we were challenged to communicate the product’s perfect balance of 2 fruits and spring water.

SOLUTION

Leveraging drench’s heritage as a water brand we wanted to communicate the product’s perfect balance of juice and spring water for consumers looking for taste and hydration. on. We took the historic visual equity of drench having 2 elements clashing together on pack and evolved this into a grown up illustration
of 2 fruits being drenched with spring water to drive reappraisal and increase appetite appeal for the product.

Client

Britvic

Sector

FMCG

Region

UK

WHAT WE DID

Packaging Design

Three new faces of Tesco Extra

6 September 2013 by admin

Great to see our work for Tesco on the new Tesco Extra store getting some positive press:

BBC

Daily Mail

The Drum

Design Week

Download the Retail Week Article here

Retail commentator Steve Dresser of Grocery Insight is quoted in one of these articles saying “The overall experience [at Watford] is experiential and far more engaging than what we are used to in the typical Extras. The POS is much sharper and more human and this is a key sign of change in the business”.

Jennifer Creevy from Retail Week wrote “It is also worth noting that in all three of the Extra stores, Tesco has made what looks like a minor homage to the food visual merchandising displays that are a feature in Marks & Spencer’s Simply Food stores”. These are different in each store and are placed at the ends of aisles and on the corners of deli counters, among a number of locations, and soften the overall look and feel of these very large interiors. This all adds up to a store design kit of parts. Tesco claims that each of the stores is different, as each is a response to the different demographic, and looking at them it would be difficult to argue against that”.

Read more about our work with Tesco here…

Identica gives some muscle to an Italian icon

6 February 2013 by admin

Identica has worked with Bacardi-Martini to launch Spirito, a new blend from Martini aimed specifically at younger male consumers. Spirito is initially launching in Russia, where Martini is already a well-known name.

Creating a blend specifically for this new target audience, Spirito draws from Martini’s knowledge of infusing and distilling botanicals. Martini Spirito delivers an unusual strong smoky impression that comes from Lapsang Souchong tea with a herby bitterness on the nose from Artemisia Absinthium. Woody tones from toasted American Oakwood perfectly combine with spicy notes from Cubebs and Grains of Paradise.

(more…)

Identica creates new identity for Which?

14 February 2012 by admin

Which?, Europe’s largest consumer organisation, is to begin rolling out a new logo and visual identity system, developed by Identica.

Identica were tasked with creating a visual identity which spans across the many activities Which? deliver for all consumers, helping to bring the organisation together in one brand identity. This diverse set of activities includes anything from expert product testing and campaigning right through to publishing and personalised advice services. The brief was to create a stronger and more modern visual identity that increases Which?’s brand stature but is also flexible and adaptable enough for them to present their many products and services both online and offline, now and in the future.

(more…)

Every picture sells a story… – Sam Stone

12 October 2012 by admin

The human tribe is a collective of storytellers – capturing experience through myth, legend, fireside tales or paintings on the cave wall. We communicate, empathise and find historical continuity and meaning through tales told, stories heard and images experienced and remembered.

In the commercial world, companies too have their stories to tell. The challenge is, not many know what makes a good story or how to present their story in a way that will really engage their audience.

(more…)

Tesco Phone Shop

14 January 2014 by admin

CHALLENGE

The Phone Shop is a shop-in-shop that appears in selected Tesco stores, selling a variety of mobile services from all service providers and handset producers. As part of our ongoing development of the Tesco overall in store communications framework, Identica was asked to look specifically at the development of the Tesco Phone Shop offer, and how it is presented within Tesco Extra stores.

INSIGHT

A key focus for Identica has been to help create a visual balance between Tesco food offer and its growing wider offer within non-food. It was clear that The Phone Shop needed an impactful identity that drew upon the visual equity of the Tesco brand to enhance its credibility and authority with its customers. The purchase of a new phone can be incredibly confusing and our insights additionally showed that customers were looking for a new mobile offering that offered value for money, service, trust and expertise.

SOLUTION

With Tesco Phone Shop uniquely placed to deliver a new approach, Identica commenced by developing the brand identity, defining the strategic and visual relationship between The Phone Shop and Tesco.

We created a brand toolkit containing logo, icons and approach to colour, photography and tone of voice that enhanced levels of trust and de-mystified the perceived confusion and choice within this category.

Part of our solution also ensured that multiple products and services appearing side by side were easy to identify, navigate and purchase. Our new Phone Shop concept was piloted at the Tesco Extra in Watford and since launch both footfall and spend has increased.

CLIENT

Tesco

SECTOR

Retail

REGION

UK & Ireland

WHAT WE DID

Consumer insights, shopper marketing, customer journey planning, communications strategy, in store brand communications and environmental design.

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