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.

 

 

 

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

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

 

 

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.”

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

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

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

J2O

26 January 2016 by admin

CHALLENGE

Evolve the J2O design to appeal to increase quality cues and credibility in the brand

INSIGHT

Consumers felt that drinking J2O at the bar or at a party would mean they would not fit in with their friends, that the brand didn’t feel special or serious enough to help them enjoy a night out.

SOLUTION

In order to earn J2O’s rightful spot at the bar we needed to increase the adult credentials so it could not be accused of being a kid’s drink. Redesigning the logo so it felt crisp and clean, and presenting it on metallic paper sharpened up the image of the brand. Removing the childlike splashes from the neck label and instead introducing images of real fruit against a blended texture showed the unique taste promise behind the product.

 

CLIENT

J2O

SECTOR

FMCG

REGION

UK

WHAT WE DID

Brand Design, Packaging Design

Freshbe launches in Westfield London

4 August 2015 by admin

Congratulations to our friends Freshbe for launching their advertising campaign in Westfield London this month. Freshbe is a collection of great tasting  ‘mocktails’ ranging from Pina Colada to Sex on the Beach and Mojito. The brand is being launched globally and this UK launch is just one of many. Bravo.

Ugly

12 June 2015 by admin

CHALLENGE

Create a stand-out brand for a flavoured sparkling water with a true difference.

INSIGHT

The product was created for consumers who are looking to make informed healthy choices without needing a science degree to understand what they are really consuming. Inspired by the product ethos we wanted the brand to be totally honest and transparent, avoiding marketing fluff and empty promises.

SOLUTION

We generated the name Ugly to create stand out in a very crowded market place and to catch the attention and imagination of the customer. Ugly pits itself against all those brands that are dressed up to look pretty and good for you, whilst hiding a load of nasties inside.

To ensure that consumers appreciated the irony in the name, and to ensure Ugly still felt approachable and friendly, we created a fun logotype and locked this up with the unique core product message: ‘unsweet water’. To bring to life the product truth of water, with a hint of natural flavor, and nothing else, we designed a vibrant water background with abstract fruit punching through. With a cap cover saying ‘Because you’re sweet enough already!’ consumers can be reminded of what makes Ugly a better choice

CLIENT

Ugly

SECTOR

FMCG

REGION

UK

WHAT WE DID

Naming, Brand Design, Packaging Design

Monkey

19 May 2015 by admin

CHALLENGE

Identica was approached by Zane Lamprey, the comedian, actor, editor, producer, and writer, to redesign his rum – Monkey. The previous design was entirely centred around Pleepleus, Zane’s monkey, familiar to and recognised by all his fans.  Whilst this made the brand easy to identify as belonging to Zane, the design lacked the sophisticated, premium cues and credibility needed to thrive in the spirits category.

INSIGHT

We felt that the brand needed more character to allow its personality to shine through.  Our approach to Monkey has been to create a light hearted fun brand, designed to bring Zane’s fans together around a great product that everyone will enjoy sharing, and at the same time making the brand more sophisticated and stylish.

SOLUTION

Identica created a distinctive design that showcased the rum’s barrel aged process, a key element to the brand story. We stayed true to Monkey’s fun spirit with the inclusion of Zane’s Pleepleus monkey logo subtly embossed on the barrel bottle. Around the bottle we created intriguing stories and secret messages for Zane’s fans to discover to remind them of the origins of the product.

CLIENT

Evolution Spirits

SECTOR

Spirits

REGION

North America

WHAT WE DID

Brand & Packaging Design

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

Vision Express

5 February 2014 by admin

CHALLENGE

Vision Express asked Identica to help them simplify their instore communications, making them clearer and more engaging.

INSIGHT

In what is often a complicated a selection process, our analysis revealed a clear need instore for a balance of rational and emotional communications that would allow customers to navigate the offer and create a genuinely branded experience.

SOLUTION

Working with our sister agency Dare, who had developed all the campaign messaging, Identica developed a new system of primary and secondary instore communications that enhanced the visual equity in the Vision Express logo. In particular a clearer tone of voice was created along critical points on the customer journey in-store, helping customers through the selection process and highlighting Vision Express’ expertise and fashion credentials. The new system is being rolled out now after a successful pilot at Whiteley near Portsmouth.

CLIENT

Vision Express

SECTOR

Retail

REGION

UK

WHAT WE DID

POS communications

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.

HELLO!

28 May 2013 by admin

Welcome to Identica where we are celebrating over 25 years of outstanding brand strategy, design, and production excellence.

 

Here we present a selection of our latest work and our beautiful studio we are proud to call home.

Explore our website and take a look at our work from inception right up to the present day.

 

Visit our group website:

www.branded-agency.com

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