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Designing Brands
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Market Success xhrouglt r=

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Emilg Schrubbe-Pstts

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 I DEVELOPTNG
A STRATEGY
]

didwascomeupwith an appropriate
ThefirstthingSlawnyandhismarketers namefortheirnew
in the packaging
product."0ur objective wasto try to captureall the fun,sociability,
andthe
warm,accepting of the caf6s-andthe caf6sin particularthat werealreadyserving
atmosphere
o u rp r o d u c t - s ow e c a l l e di t M a i nS t .C a f e , "S l a w n yn o t e s .

With theirworkcut out for them,Gehl'sdid marketresearch

amonga numberof differentage
groupswith package
mock-ups
supplied to geta feelfor whatconsumers
by an ad agency liked.
Slawnypresented results
theresearch to l(ellyanddesign
directorAmy Leppert,
whoworkedwith
s c o m eu p w i t h s o m ep r e l i m i n a d
i l l u s t r a t o rt o r ye s i g n
s o l u t i o nS
s .l a w n ya n d l ( e l l yt h e nt o o kt h e
themto fourfocusgroups.
andpresented
differentvariations

the peoplein all the groupsstartedmixingand matching

Surprisingly, the designs
on the cans.
"Theyhadveryspecific
colorsfor veryspecific
flavors,"Slawnysays."Chocolate
is supposed
to
bered,andvanillais supposed hadno rationalexplanation
to be blue.They for this,buttheywere
veryinsistent
that vanillaisn'tturquoise,
andchocolate
isn'tbrown.

"Therewerecertainvisualimages andcuesthat consumers relatedto better,"l(ellyadds."They

likedthetimeless, style-not the reallyfun,funkystuff.It didn'tpullthe right
classicillustrative
It needed
triggers. 0rtegarendered
to be a littlemoresophisticated."Jos6 the final illustration,
and Leppertdeveloped with the colors
the"bull'seye"MainSt. Cafebrandmarkin accordance
i nt h ei l l u s t r a t i o n .

thanany otherproductthat'sin a glassbottle,

hasso muchmorepersonality
"The illustration
exceptfor Starbucks-buttheirsisn'tso muchthe personality
of the bottleasthe brandname,"
l(ellyremarks.

D E S I G N I NBGR A N D S
 (}verwhelmingly,
ihefocus
g r o u pcsh o steh ef i n a d
I esign
( u p p er ri g h tb) e c a u soef i t s
"timeless,
sophisticated
[ook,"
Kellysays.

"IT'S AI.LABOUTIXPICTATIONS.
THEMARKETS

WHIREWEOOTINTO[IRST,WHERT
THI CATI-

REALLY
GORY TRIED
DIDN'TIXIST,CONSUMIRS

US. THEN,WHENTHI GI-ASSPRODUCTS

CAMI

OUI. THEYTRIID THOSE

ANDRIAI.IZEDOURS

W A SB E T T E R . "
 [ ilPrEtrEilnilG
'-F
THESOTUT|ON
I
The strong graphicson the packaginghave definitelyhelpedboost salesof the productsince its
introduction.Accordingto l(elly,"When Gehl'stook that packageinto limiteddistributionon the
East Coast the distributorssaid Main St. Cafe outsolda lot of other productsin a 700 store
"\ search.Thqy
found out that the pacl(aging
was the motivatingdriverfor purchasein storeswhere
consumersdidn't actually get to taste:testthe product.Attitude and attractivenessof the package
is what compelledthe consumerto pick it up and giveit a try. Of course,oncethey tried the prod-
uct, they realizedthe taste advantagefor themselves.,,

Slawny adds,"We did end up with a lot more competitionin the marlcetthan we anticipated.
Ratherthan havingone competitor,we had several.In the marketswe got into very early,Main
St. Cafe continuesto shine." However,in the marketswhere Main St. Cafe emergedafter the
competition,the salesfiguresdid not match up comparedto the marketsthey enteredfirst-
largelybecauseof the can.

"It's all aboutexpectations.

The marketswherewe got into first, wherethe categoryreally
didn'texist,consumers
tried us.Then,whenthe glassproductscamebut, theytried thoseand
realized
ourswasbetter,"SIawnysays."But in the markets
wherewecame.insecono/ consumers
hadsuchbadexperiences pgor-tasting
drinking products
from the glass,theywerereluctantto
eventry the can,so we'vehadto be moreaggressive
with ou.rpromotions.,,

Despite
that,MainSt.Cafecontinues
to be a succe.ssful
contender
in the marketwhereso many
othersfailed.In fac! Slawnyadmitsthat consumers broughtanothersellingpointto hisatten-
tion."Peopleweree-mailing us and.say.,in,g,'There's
3o muchcalciumin here.It,s verylowfat,,
ind \l'm not usingMainst. cafeto replacemy coffegI'm usingit to replacemy Snickers
bar in
theafternoon.'The usewasverydifferent_thanwe.actually
thought, whichledus,two yearslater,
to includea secondary
message
on the backof the packagenotingthat the productis alsoa
healthy,
low-fatsnack."

He'salsoquickto pointout that he didn'twant the secondary

message
to interferewith the
successful
designM LR hadcomeupwith."We wereverycarefulto makesureit wasa backpanel
message
andthat it didn/tdistractfrom the primarymessage.
Thecan packaging
is oneof the
thingswe hit correctlyfrom dayone,andwe'vebeenverycarefulnot to messwith the front of
the packaging becausethe stronggrlaphics
havebeenverysuccessful
for us.,,

D E S I G N I NBGR A N D S
'ouR oBfEcnvE T!E_ PACKAGINGwns ro rRy ro c4p_ruRE
ALLrHE
lN_
FuN,SOCIABILITY,AND
rHE
wAnrrr,
ACCEPTING
: ATMOSPHEREoFTHrcnrEs.'

labovel
I n i t i asl a t e so f M a i nS t .C a f eh a v e

b e e nd i r e c t ltyi n k e d
t o t h eb o t d
g r a p h i ce
s ,v e nt h o u g thh ec a ni s n o t

a s p r e f e r a bal em o n cgo n s u m ear s

b o t t l e bd e v e r a g ienst h es a m e

c a t e g o rD h a tp e r c e p t i o n ,
y ,e s p i t e

o n c ec o n s u m epr si c k e d
u p M a i nS t .

C a f ea n da c t u a l ltyr i e dt h ep r o d u c t ,

t h e yi g n o r eidt s g t a s sc o n t e n d ear ns d
p u r c h a s ei tda g a i na n da g a i n .
 MURR|E,LTENHARL
RYSNER
ASSOCIATES
GALLERY

0 t dp a c k a g e
lrightl
a f a m o uC
When s h i c a gsot e a k h o u s e

i n t r o d u c ei tds l e g e n d a sr ye a s o n i n g s

i n t h eg r o c e rayi s t et,h ep a c k a g i n g
j u s td i d n ' ct o m m u n i c a
t ht eb o l d

q u a l i t i eosf t h es e a s o n i n gMsL. R

r e d e s i g n tehdep a c k a g i nbgy
c o m b i n i nagb l a c kb a c k - d r owpi t ha

c o p p ebr r a n di d e n t i t yw,h i m s i c a l

i l t u s t r a t i o nasn.dh o t dc o t o r tso

e na u l h e n t i c
creata
g o u r m e t - l o o kiitnegm .
N e wp a c k a g e

W***:rvls**::J
 0td
lleftandabovel
A st h el e a d i nbgr a n di n t h ep e a n u t

b u t t ecr a t e g 0 rS
y ,k i p p y m
' sa n a g e m e n t

S k i p p iyn
s a wt h en e e dt o d e f i n e

c o n t e m p o r taer rym sf,o s t e r i n g

S k i p p y u' sn i q u tea s t ea st h ek e y

b e n e f iM
t . L R 'os b j e c t i vwea st o m e e t

t h i sg o a w
l h i l er e t a i n i nt g
h es t r o n g

v i s u aeI q u i t i eosf t h eb r a n d .
New

lleftl
M L Rc r e a t ead m u l t i - d i m e n s i o n a l

b r a n d m afrokr O a s a nt hi a t

c o m m u n i c act eoso a
l n dc r i s p

a t t r i b u t eTsh. el i g h t l yt i n t e dh l u e

h o t t l ea n dd e e pt r a n s l u c ebnttu et a b e t

d e l i v etrh ee m o t i o nparIo m i steh a t

D a s a nwi i l [s a t i s t y o u rp a l e t t e .

DESIGNING
A BRANDFORA START-UP

I
 ONTARIO2ooo
BRAND BY LEAPFROG DESIGN

Creatinga brand marl<that representsa body of people,as opposedto a physicalproduct or

service,is tricl<yin itself. But developinga brand identity for a diversegovernmentbody is an
task-the brandingcannot be politicallymotivated,it has to appealacrossparty
overwhelming
lines,and stiil be aestheticallypleasingto the masses.

I THECHALLENGE
I

Leapfrog (Toronto,0ntario)
Design wasaskedby the Ministry
of Citizenship,
Culture,
and
Recreationof the 0ntario Governmentto undertakejust such a project-create a millennium
brandmark for the province."We wantedsometype of visualidentityin orderto separateor iden-
tify the provinceof Ontario'sinitiativesin the millenniumyear," explainsFred Ross,executive
d i r e c t o ro f t h e 0 n t a r i o 2 0 0 0 p r o j e c t ". W e t h o u g h tt h a t s o m e t h i n gm o r e u n i q u et h a n a s i m p l e
word mark of the provincewas requiredand that led us to the decisionto developabrand."

Jean-PierreVeilleux, presidentand creative director of Leapfrog says, "This mark is not

intendedto sell anything,so it's not brandingin the traditional sensewhere you start with an
i m a g ea n dy o u b u i l da b r a n de x p e r i e n caer o u n dt h e s e r v i c eo r p r o d u c to f f e r i n g . T h iiss a ' f e e l g o o d '
mark to build a senseof pride in the province.It has to appealto a very broad constituency-
there are ten million residentsin 0ntario and it's very multi-cultural,so we had to pay attention
to diversityand havesomethingthat satisfiedall the differentgroupsand not offend anybody."
 I9^l\lOTINTENDED
"T{!S_rytS_LK TO SELLANYTHING,
so rrs
NorBRAN DING rNrHETRADTnoNAL
sENsE you srARrwrrH
wHERE
ANIMAGE
ANoYOU BUILDA BRANDEXPERIENCE
AROUNDTHE
SERVICEoR pRoDUcr THrsrs A 'FEEL
oFFERTNG. GooD'MARK
i
TO BUILDA SENSEOF PRIDE rNrHEpRovrNcE.'

l abo v e l
T h i sb o t da n de n e r g y - [ a deexne c u t i o n

f o c u s eosnp o r t r a y i nt hged y n a m i s m

a n dy o u t h f u l n eosfst h ep r o v i n c e .

H o w e v eprr,o v i n coef f i c i a ltsh o u g hi t

w a st o ol o o s e - t h e yw a n t e sdo m e -

t h i n ga b i t m o r ec o n s e r v a t i v e .

DESIGNING
A BRAND
FORA START-UP
41
 Probablythe biggestchallengefor the designersis that this brand must worl< in a variety of
w a y s - t h e d e s i g nm u s tb e f l e x i b l ee n o u g ht o b e a p p l i e dt o m e r c h a n d i sseu c ha s T - s h i r t sh, a t s ,a n d
jacl<ets,
while also worl<ingon governmentmaterialsincludingstationeryand even government
v e h i c l e s . T hcer i t e r i at h e M i n i s t r yb r o u g h t o t h e t a b l ew a s v e r y r e s t r i c t e d" .l t h a st o h a v ea c o m -
memorativefeel to it, but it couldn't simply be celebratory.It has to be recognizedas a symbol
o f t h e m i l l e n n i u my e a r ,a n d i t h a s t o i n c l u d et h e p r o v i n c e ' o
s f f i c i a lf l o w e r t, h e t r i l l i u m , , ,R o s s
e x p l a i n s".T h i s i s a o n c e - i n - a - l i f e t i m
eev e n ta n d i t ' s f i n e t o c e l e b r a t eb,u t i t ' s n o t j u s t f i r e w o r k s ,
party hats, and noisemal<ers.
We were lool<ingfor somethingthat wasn't too abstract because
everybodyhad to get it, and lt has to contributeto the overallphysicalappearance
of anythingit
w i l l b e p l a c e do n . " t

Since there were so many provisions,it was important that Veilleux,who was the creative
d i r e c t o ro n t h e p r o j e c t w
, o r l <c l o s e l yw i t h t h e M i n i s t r y i n d e v e l o p i ntgh e i n i t i a l d i r e c t i o n .
"We
s p e n tl o n g h o u r sa t t h e f r o n t e n d d i s c u s s i npgh i l o s o p h i easn d a p p r o a c h e a
s ,n d v i s u a l i z i n hg o wt h e
b r a n d w o u l d b e a p p l i e d , "R o s sr e c a l l s .H o w e v e rh, e i s q u i c k t o p o i n t o u t t h a t t h e M i n i s t r y , s
involvementin the implementationof the mark was only to discussideas up-front,not to be
i n v o l v e di n t h e a c t u a ld e s i q no f t h e m a r k .

"l thought it was betterfor us to provideall of the informationto Leapfrogand not restrictthe
creativity,so they could provideus with somethingthat's excitingand dynamic.you haveto be
extremelycareful no to over-directcreativesor otherwiseyou're goingto end up with piecemeal
designthat is safe," he advises."l was afraid the designerswould say,'lt,s not great,but it,s the
b e s tw e c o u l dd o w i t h a l l t h e r e s t r i c t i o n s . 'wI a n t e de v e r y o n teo b u y i n o n t h e b r a n da n d t h i n k i t , s
f a b u l o u s . T h ewn e h a v ea v e r y s u c c e s s f udle s i g n . , ,

I DEVELOPING
A STRATEGY
]
With many of the objectivesfor the marl<stated,Leapfrogexploredmany designdirections.The
designersadaptedthe typestylefrom an existingtourism marl<so there was a levelof continuity,
but veeredaway from the stately,conservative
lool<."The 2000 mark was intendedto havea very
animatedand organicfeeling.We wanted to give the impressionof fireworl<s,but also have a
n a t u r a lf e e l ,l i l < ea f l o w e r , "V e i l l e u xn o t e s .

C o l o r sw e r ev e r y i m p o r t a n ti n t h e d e s i g np r o c e s sa s w e l l ." T h e c o l o r si n s t i l l e de n e r g yv, i b r a n c y ,
and diversity,but more importantly,this could not be seenas a partisan mark,,'Veilleuxsays.

"Every party in Canadahas its own color-the conservative

governmentthat is now in power is
blue;the liberal governmentis red; and the new democratsare green.So we couldn,t designa
marl<that peoplewould associatewith a party-it had to be politicallyneutral.,,

#, D E S I G N I NBGR A N D S :
 - ws 'J^.

{
-\ E- --

Wtu/
Ontario

andteftl
lahove
S i n cteh et r i t t i u m
is0ntario's
officiat
tlower, designers
Leapfrog
i n c o r p o r ai t ei ndt ot h e s d
ee s i g n s .
A s . J e a n - P iVeer ri e
lleu
o xf L e a p f r o g
"Wewanted
recalls, to portray
the
slarthatwoutd

tuw
triltium
asa shooting
repiesent thenew
0nta'rio..entering
...,'
mi[[ennium.l

OhI|rARIO

"YOUHA\lETOBEEXTRIMEI-Y 1{OITOO\,ER-DIRECT
CAREFUI.

C R T A T I V(T) T
SH, T R WYI S
OEU ' ROEO I NTGO E I I DU PW I T H

' I A TI S S A F TI.W A S A F R A ITDH E

. I GTI H
P I T C E M EDATIS

DESIONT T R T AB
) U LSDA Y , ' I T ' IS, I OG
WR( S T t, J TI T ' ST H E

DOWITHAtt THERTSTRICTIOI{S.'IWANT-
BTSTWECOUTD

E U YI N O I {T H EB R A NADl I DT H I l { K
T IOI B
T DT V E R Y O IT'S

E l , E RS
W EH A \ |A
F A B U I . OTUl |SE. N Y U C C T S SDFEUSI -I G I { . "
 'THE2oooMARKWASINTENDED
TO HAVE
A VERY ANIMATED NruO
O RGAN lC FE E L I N G. wr wANTED
ro GrvErHErMpREssroN
oF
BUT
ALSO HAVE A NATURALFEEL,
FIREWORKS,
LIKE
n FLOWER."

CNT I n f a c t , R o s sa d d s ," l f w e h a d s e e na l o g o t h a t a p p e a r e dt o h a v ea p a r t i s a nv i s u a ti d e n t i t yi,t

w o u l d n ' th a v eb e e na c c e p t e d .H
" e a l s on o t e st h a t t h i s m a r l <w a s i n t e n d e tdo b u i l du n i t yw i t h i nt h e

Kl, g o v e r n m e nbt y p r o m o t i n gh a r m o n ya m o n gg o v e r n m e nwt o r l < e r sa,n d t o c r e a t ea f o u n d a t i o nf o r

c o m m u n i t yg o v e r n m e n twsi t h i n 0 n t a r i ot o b u i l dt h e i r o w n i d e n t i t i e sf r o m t h e p r o v i n c i abl r a n d .

a " W e f o u n dt h a t i t w a s m u c h m o r e d i f f i c u l tt h a n w e h a d f i r s t e n v i s i o n eidn t e r m so f t h e d i f f e r e n t
r e q u i r e m e n t sh
, "e a d m i t s .

.g I TMPLEMENTTNG
THESOLUTTON
]
oNrAr\ro
A f t e r p r e s e n t i n sge v e r arl o u n d so f c o m p s V
, e i l l e u xw a s p l e a s e dt h a t M i n i s t r yo f f i c i a l sc h o s et h e

.-)w
} d e s i g nh e r e c o m m e n d e"dl . l i l < e di t b e t t e rt h a n t h e o t h e r sb e c a u s e
q u a l i t ya n d w e l i l < e d
i t h a sa v e r ys o f t a n d o r g a n i c
t h e f a c t t h a t t h e l i n e sf o r m i n gt h e z e r o e sh a v et h e f e e l i n go f p y r o t e c h n i c s ,
f i r e w o r l < sa ,n d c e l e b r a t i o nW. e w a n t e ds o m e t h i n tgh a t l o o l < sl i l < ea m o m e n ti n t i m e l e a d i n gu p t o
t h e c e l e b r a t i o n ,h" e s a y s .

M e r c h a n d i sw
e i t h t h e 0 n t a r i o 2 0 0 0 b r a n d w a s r o l l e d o u t i n t h e s p r i n go f 1 9 9 9 , a n d O n t a r i o
s e r e d e l i g h t e dw i t h t h e i r m i l l e n n i u mm a r l < I. n f a c t , R o s ss a y s ,a b o m b e rj a c l < etth a t
residentw

oNTAKTO was an instanthit with government

featuredthe logoon the entirebacl<side workerswho accounted

W
f o r n e a r l yo n e - h u n d r eodf t h e i n i t i a lp u r c h a s e s .

t
l abo v e l
T h e s Ieo o s er e n d i t i o n s ,

r e m i n i s c eonfta f l a g .s u g g e s t
p r i d ea n db e l o n g i a
nng dp u t s

e m p h a soi sn d i v e r s i t yh r o u g h

t h eu s eo f d i f f e r e ncto l o r

combinations.

44 D E S I G N I NBGR A N D S
OATTARIO ONTARIO

labovel
Leapfrog presented
designers several

a p p r o a c htehsa tp t a y eodf l t h e
c o m b i n a t ioofna b u t t e r f lsyh a p a
end

t h et r i t t i u m .

(Orrta,rio (Ontari(o

2(O(O(O KWWW
labovel
"Thisexpression
of forward

m o v e m eannt de n e r giys i n t e n d e d

t o c o n v e0yn t a r i o e
' sc o n o mai cn d

c u l t u r am[ o m e n t uem
n t e r i ntgh e

n db e y o n d , "
n e wm i [ [ e n n i uam

e x p l a i nVse i l l e u x .

DESIGNING
A BRANDFORA START.UP
 Irightl
I h i s s t a t e tlyo u r i s m
m a r kf o r 0 n t a r i o ,

a t t h o u gqhu i t ed i f f e r e nf rto mt h e
e c c e n t ra
i cp p r o a c htehsed e s i g n e r s

i m p l e m e n tfeodr t h e2 0 0 0b r a n d ,
NT;W{O
d sa p o i n o
servea t f r e f e r e n cIen.

f a c t ,t h es a m et y p e f a cwea su l t i m a t e t y
CANADA
u s e dt o m a i n t a ianv i s u acl o n s i s t e n c v .

ONreRIo oxreRlo

l a b o v ae n dr i g h t l
T h ef i n a Ib r a n dv i s u a l ttyi n k sa t tt h e

e s s e n t i ea l e m e nt os g e t h e0r ,n t a r i o ,

2 0 0 0a, t r i t t i u mp,o t i t i c adti v e r s i t y

t h r o u gihh e c o l o r sa, n dt h e

c e t e b r a t ot royn et o w e l c o mt e
he
n e wm i t t e n n i uTmh .ed e s i gins

i n t e n t i o n afttteyx i b leen o u gtho b e

u s e di n b l a c k - a n d - w h a
i tsew, e t [a s

r e v e r s eodu to f a b l a c kb a c k g r o u n d

46 D E S T G N TBNRGA N D S
[ [ e f ta n da b o v e l
i siet ht h e0 n t a r i 2
M e r c h a n dw o000

b r a n dh a sb e e na h o t - s e [ [ ei nr t h e
p r o v i n csei n c ei t s i n t r o d u c t i o n .
 2
D E S I G NS
M I C H A E LO S B O R N EP, R I N C I P A LO F M I C H A E LO S B O R N E , ANFRANCISCO

Brand revitalizationis tricl<yfor a numberof reasons.it putsthe designerin the positionof trying to mal<ethe most
of establishedequities,trying not to ruin or eliminateelementsthat work, and trying to mal<ewhat worl<s,work
better.Thegoal is not to reinventthe wheel-just to outfit it with a new pair of hub caps.

a n d o f t e n r e f l e c tA S P E C T S 0 F T H E D E S I G N
E q u i t i e sa r e c h a r a c t e r i s t i cosf a b r a n dt h a t c o n s u m e r rse c o g n i z e
T H A T M A K E A P R 0 D U C T S U C C E S S F U L .F r e q u e n t l ya, r e d e s i g ni s e x e c u t e do n a b r a n dt h a t i s w o r l < i n gv e r y
well, but the redesignis done in an effort to "l<eepup with the Joneses,"in reactionto new trends in the marl<et-
place,or to keepone step aheadof the competition.

t h e i r b r a n d sw h e nt h e d e s i g no r p o s i t i o n i n igs n o t w o r l < i n gi n t h e m a r l < e T

C o m p a n i easl s o d e c i d et o r e v i t a l i z e t .h e
product has launched,but only with partial success.
Thingsmay havechangedin the marketplace,or competitive
productsstole the spotlight.

an existingbrand.Thegoal
Designersare in a very precariouspositionwhen chargedwith the tasl<of redesigning
is to l<eepthe good things and build on them, but sometimesdeterminingwhat is good and what is bad is tricl<y.
D o i n gt h e L E G W 0 R K a n d R E S E A R C Ht o b a c l <u p y o u r j u d g m e n t si s v e r y i m p o r t a n t .

We approachredesignsin an evolutionarymanner.0netechniqueis to get clientsto tell us,on a scaleof one to ten,

how muchthey want to changetheir brand.Onebeingvery closeto the existingbrand,and ten is a completeredesign
and changeof all the brand elements,includingthe name,the logo,type style,and color.We try to get the client to
answerthis questionby providingus with a RANGE within one to ten, not just one number.

If the client determinesa rangebetweenthree and four,our designpresentation

will showthem conceptsin the two,
three,four,five,and six categoriesto show them a variety of possibilities-optionswhich l<eepthe existingbrand
e q u i t i e sc, a p i t a l i z eo n w h a t i s w o r k i n gi n t h e b r a n d ,a n d a d d t o i t l i t t l e b y l i t t l e u n t i l ,e v e n t u a l l yi t, l o o l < sn e w .

I t i s a b i g g e rc h a l l e n g teo u p d a t ea b r a n do n l y s l i g h t l ya, s o p p o s e dt o r a d i c a l l ye v o l v i n ga b r a n d .I f y o u r a d i c a l l y
changeit, you havea biggersandbox,there are more designoptions.It is much harderto stay within the one to two
consumermay not evennoticeuntil you put the old brandpresentation
rangeand be successful.The and the new one

s i d eb y s i d e . T h i si s t h e u l t i m a t eg o a l - n o t t o l o s ey o u r c u r r e n tf r a n c h i s e
w h i l es i m u l t a n e o u sAl yD D I N GV A L U E .

D E S I G N I NBGR A N D S
REDESIGNING
OR UPDATING
A WELL.KNOWN
BRAND
 AVON
BRAND BY O&f tNC. DESTGN

jrt
I
Overthe pastcenturyAvonhasestablished
itselfas not onlya leaderin the cosmetics
industry,
but as a corporate
powerhouse
whenit comesto supporting globally.To
women'sissues support
this position,
the company
wantedto updateits brandimageandreinforce
Avon'svisionas "the
company
that bestunderstands the product,service,
and satisfies and self-fulfillment
needsof
w o m e ng l o b a l l y . "

Regina of globalcommunications
MilanqAvon'sseniormanager says/"We wanteda taglinethat
wouldcapturethecompany's
visionin a fewwords.Ourgoalwasto speakto everything
thatAvon
means
to women-theproducts,
personal philanthropic
service, andbeinga greatplace
activities,
for womento work." Oneof the originalphrasesproposed
was,/n thecompony
of women.
rn
Englishit hasbothliteralandsubjective
meanings,
but it wasdifficultfor peopleto explainin
otherlanguages.

Thenexttagline-Ihecompony
forwomen-stuck.
"It summed
upwhowewereandeverybody
ral-
liedaroundit rightaway,"Milanoadmits."lt is a naturalevolution
of whatthe companyhas
meantin the livesof womenovera 1]4-yearhistory.Nobodyelsecanmakethisclaim."

Withthetaglineestablished,
a newbrandidentityhadto be builtaroundit.0 & J Design Inc.,of
NewYorkCity,wascommissioned to fulfill the designof the brand.O & J Design
alreadyhada
well-established
relationship
with Avon.They
hadbeeninvolved projects,
in a numberof corporate
oneof thembeingAvon'sGlobalVisionProgram. "The roleof thisprogramwasto heighten
the
awarenessof theAvonbrandandits success
in serving
womenworldwide;this differentiated
Avon
fromothercompanies,"explains
Barbara0lejniczak
whoco-owns andoperates
0 & J Design
with
her husband,
Andrzej.
"9!,,|7i1.9he.adds,
"it was confusing
to havea programseparate
from the
. . : ..ti,...;.:.:. ,
identity,
so Avondecid,6d tq'siffpi:lfy;allof this by integrating
the GlobalVisionconcept
with its
newbrandidentityto crea"te voicethat will be implemented '
-.-. ,.: 4,5ir'png6r worldwide.,,
_ .,. ..,,.,.
i!i.
r r,: . . .j -i'J rrl:'; !ir', "r:,,1i
...:,.'::.
D E S I G N I NBGR A N D S E.'-r,:- t. r.r.f , :'::: , J &r! :i-: :': .i:rljifjl;i" ,, , s3J,41,:.. i -r.
 'thecompany
for

\ \\l\\\\\\women the companyfor lleftl

9j'"r ,1, Thedesigners
experimented
with
t'
. l l

graphics
several thatcouldrepresent
women
and,ultimatety,
Avon.
Ihefirst
(top)represent
twotaglines entrgy
" ' *. &
,R

gjr fr r'-..-IA7 -? J
a n dw a r m tT
hh. en e xttw od e s i g n s
"t^
L,ompany l9r vvomen Llrecompanyd {rt " '1b.r'
a !
tor\#v'omen i n c o r p o r act u
e rdv ef so rw o m eann d
\"*.,'d.

s t r e n g tahn, dt h eh a n disnt h el a s t
design
i[[ustrate
support
and
f r i e n d s hoifpw o m e n .

!1le
comPag> /7t
6" wo*"r'
\ip

AV ON A o N
wo EN'
rfe compoay
!::y/ ihe c

AVON AVON lleftl

These
tagline
sketches
explored
the companv
{::j-yl \
rhn WOMEN
"o-pouy'Jo, thepossibitities
withtheexisting
corporate
typefaces,
Futura
and
Times "Weexperimented
Roman. with
t y p ew e i g hatn dk e r n i nt o
ga c h i e vae
d i f f e r eenm
t p h a sf oi sre i c h [. i n e
AV ON AVON elements
werealsoused
to create
the compony
::-":1/ t h e c o m p c n y{ o r w o m e n
p o s i t i veen e r gayr o u nt d
h et a g t i n e , '
saysAndrzej
0lejniczak
of 0 & J
l l e s i gInn c .

ArD;S vF{;Ar-f;ii
REDESIGNING
OR UPDATING
A WELL.KNOWN
BRAND
5t*e.H*.r.o-trb
 .rE,1G!1111t.-
I DEVELOPING
A STRATEGY
]

0 & J did an in-depthdesignexplorationof the new tagline,presentinga study in different

-e a:'
:rrj.:
graphic elements,type treatments,and color schemes.Although many solutionscould have
AV O N ,i:ti:;:::,
alreadyhad a graphicelementin mind-the popularlipstickstrol<e
worked,Avon representatives
that had beenusedin the past."lt had significance
for peoplewithin Avon,and it carrieda lot of
e q u i t y , "A n d r z e je x p l a i n s .

Milano adds,"The brushstrol<e

or lipstickswashharl<sback to a designthat was very popular.It
l o o k e da s i f s o m e o n e
u n d e r l i n etdh e w o r d A v o nw i t h a t u b e o f l i p s t i c kI.t w a sw h i m s i c aal n d f u n . "

0 n c e t h e d e s i g nd i r e c t i o nw a s c h o s e n0, & J ' s c r e a t i v e s a w m o r e o p p o r t u n i t i etso d i s t i n g u i s h

"The previousidentitywas rather limited in scopeand didn't

Avon from other beautycompanies.
havea full visualvocabulary.We wantedto remedythis and createa visualsystemthat is truly
AVON
coF,t,
",\t o, jl,
* I n "\
inspiring," Andrzej notes.

"Thesesoft hueswith very delicate,circular shapescreatea very distinct and unusualbackdrop

l abo v e l
to promotethe beautyproducts,"Barbaraadds.Oneof the challengesO & J facedwhen worl<ing
a p r o f i l eo f a w o m a n ' s
Using
with sucha hugecorporationwas integratinga singlebrand identityacrossthe board-from cul-
f a c ei n t h e s ed e s i g nhse l p s
tural barriers,sinceAvon has operationsall over the world, to the many philanthropicactivities
r e i n f o r ct eh et a g l i n eT,h e
sponsoredby Avon that need to carry the corporate look in promotions.All these special
t. c o m p a nf oy r w o m e n .
I
programswere previouslyusingseparateimagesand identities,so 0 & J-which is l<nownfor its

comprehensive
standardssystems-createda standardsmanualfor Avon to be usedby all of its
associatesand subsidiaries.
It demonstrateshow certain communicationsshould look, how the
l o g oa n d t a g l i n es h o u l db e u s e d w
, h a t c o l o r sa r e a v a i l a b l ea,n d m o r e .

" S o m e o f t h e p r o g r a m sd i d n ' tr e a l l yh a v el o g o ss, o t h i s w h o l en e ww a v eo f c h a n g e isn s p i r e ds m a l l

groupswithin Avonto upgradethemselves.
0ur goal was to distinguishone from another,but they
still needto usethis ideaof the artistic,freehand,brushstroke,"
Andrzejexplains."We are dealing
with a lot of issues,and a lot of different people,so it's an educationalprocessto mal<ethem
believethat you haveto usethe sametypeface,and you haveto work within the color palette.This
is how Avon has to look.This is its imaqe."

Barbaraadds,"We worked with the peopleat Avon very closelyand we advisedthem that they
n e e d e dt o s t r e a m l i n et h e n u m b e ro f c o m m u n i c a t i o nasn d t h e d i f f e r e n tp r o g r a m s ' i d e n t i t i eA
s .s
designerswe believein identitiesthat give peopleflexibility.That's why we createdthe extended
color paletteand other elementsto allow peopleto be creativewith their communications,
but
s t a yw i t h i nt h e o v e r a l l o o k .N o w e v e r y b o d iys t a l k i n gi n t h e s a m ev i s u a ll a n g u a g e . "

D E S I G N I N GB R A N D S
t
t
I
I
r
f

AVON
% companu - i ' r*'v
j
women

laboveand[eftl
"Flowers
areoftenassociated
with

AVoN{r\*=5 w o m e an n db e a u t yW. h e n
studied

c l o s e ra, w o m a n f' si g u r ec a nb e
tlon ,o*pony{ *w.o*n, S-/
s.een,"
notesAndrzei.

AVON AVON
_,--*__---"-.*_""_
T H EC O M P A N YT O RW O M E N \

ry'{*Iih\ laboveand[eftl
T h e sw
e e r et w oo f t h et a g t i n d
ee s i g n

v a r i a t i o nt hs a t0 & J d e v i s e d
T .h e

s i m p l ec u r v e a
s n dt h ee m p h a soi sn

thewordstheandlor givetheteft

tagline
a u n i q u reh y t h mT.h eo t h e r

t a g l i n e 'csa t t i g r a p hf ei ce t( a b o v e )

m a k e ist v e r ye l e g a n t .

REDESIGNING
OR UPDATING
A WELL.KNOWN
BRAND
 WE BELIEVElN IDENTITIESrHArGrvEpEopLE
"As DEsTGNERs
FLEXIBILITY. THAT'S
WHYWE CREATED
THEEXTENDED
COLOR pALErrE
ANDorHERELEMENTs
TO ALLOW PEOPLEro BE
CREATIVEwrrHrHErn
COMMUNICATIONS, BUrsrAy
wrrHrHEovERALL
LooK.NowEVERYBODY
lS TALKING
I N T H E S A M EV I S U A LL A N G U A G E . '

A v o n c h o s en o t t o t r a n s l a t et h e n e w t a g l i n e" b e c a u s ew e w o u l d n e v e rc a p t u r et h e e m o t i o n a l
n u a n c ew " i l a n oe x p l a i n s".B u t w h e n p e o p l es e et h e l o g o ,
s e w a n t t o c o n v e yi n e v e r yl a n g u a g e ,M
the tagline, and the brushstroketogether,they understandthat it's Avon, and they get the
emotionalimpact of what we meanto womeneverywherein the world."

Sincethe new identity has been introducedinternally,it has beenvery well receivedand 0 & J
c o n t i n u e tso w o r l <w i t h A v o n t o e n s u r ei t i s p r o p e r l yi m p l e m e n t e dM. i l a n o s a y so f t h e w o r k i n g
r e l a t i o n s h iw
p i t h t h e d e s i g nf i r m , " T h e y m a l < ei t t h e i r b u s i n e stso r e a l l yu n d e r s t a n u
ds and our
c u l t u r eT. h e y l o o l < e ad t a l l a n g l e so f t h e a p p l i c a t i o na n d h o w i t w i l l b e u s e d a
, ndwhat we came
u p w i t h w a s a r e s u l to f a l o t o f d i a l o g u eb a c k a n d f o r t h . O u r n e w d e s i g ni s b o l d a n d i t c e r t a i n l y
j u m p so u t a t y o u . "

AVON
,i i
lne C O m t t]li l i l V iOl-'\il*ili*n

lteftl
U t t i m a t et thyi si s t h ed e s i g tnh eA v o n

r e p r e s e n t a t iw
v ea sn t eldo u s e

b e c a u soef t h ef a m i l i atri p s t i c k

s w a s hl l. ' s u s e do na l l o f A v o n ' s

c 0 r p 0 r a ct eo m m u n i c a t iionncst u d i n g

s t a t i o n e ar yn db u s i n e scsa r d s .

'ii::,'."r..:

llri:, DESTGNINGBRANDS
AVON
GLOB
'I
, t\ ;{i
AVO N
PRODUCTS
tr;
FOUNDATION
GLOBAL EXCHANGE
AVON ihe compony lor women

A V O N t h e c o m p c n yf o r w o m e n
-

AV N
WOME OF
EN PRISE
AVON
RUNNTNG -)

Circuit
-GlobolWomen's

NON Ihe compony lor women AVON ihe compqny for women

AVO N AVON
worldwide fund for
women's heolth
BREAST
CANCER
v6 q\ r-1
ffiilDL'
'{r.N-,. -,A
CRUSADE
rl a ., lf

AVON the comoonv for women

@j(
g l l
-
f'\ I
%q9". l-*t
d /
labovel

."tr
:/
e v o snp o n s osrosm a npy r o g r a m s
S i n cA
forwomen,
0 & J created
[ogos
for

AVON lhe compony ior women

Togivethema common
eachevent.
f e e tt,h ed e s i g n ei nr sc o r p o r at iheed
h a n d - r a i nbt er u
ds h s t r o k e .
 lteftandhetowl
T oe n s u r p
e r o p eur s a g o
e f t h en e w
b r a n di d e n t i l y , &
0 J d e v e t o pA
e dv o n ' s
W o r l d w i dCeo r p o r al tdee n t i t y

Standard
msa n u al[t.' sa ne x t e n s i v e

e x p t o r a t i coonn t a i n i negx a m p l e0sf

h o wt h en e wA v o nb r a n di d e n t i t y

shoula
d n ds h o u l n
d o tb e u s e d .

:'f"*-
:: !i
:i
:ll
i'
^1**Q
l,
1..
i.

.l .'

D E S I G N I N GB R A N D S
New
l a h o v ae n dl e f t l
0 & J redesignA
e dv o n 'cso r p o r a t e

m a g a z i n0eu. t l o o ku,s i n gt h en e w

taglina
e n dt o g oT. h eo t dc o v e [ro o k e d

v e r yd a t e da n dp l a i nc, o m p a r et odt h e

n e wl a y o uwt h i c hi s m u c hm o r eo p e n

a n df l o w i n g .
 BUGLE BOY
BRAND BY BC DESIGN AND COLE & WEBER

Buildinga brand basedon its price categoryis nothingto be ashamedof, accordingto designers
principalsof BC Designin Seattle.Workingwith the advertising
David Batesand Mil<eCall<ins,
agencyCole & Weber(also basedin Seattle),that is exactlywhat they did when they were asked
t o r e d e s i g tnh e B u g l eB o y c l o t h i n gb r a n d .

"We were trying to be up-front with the pricesand trying not to emulate other brands,"says
Bates."We said,'Don't try to hide the fact that you're a price-pointdriven store,embraceit',"
Calkinsadds."There's a huge opportunitythere that's fairly untapped.Bugle Boy has beenable
to be a low price brandwithout havinga stigma attachedto it."

F o u n d e di n 1 9 7 7 , B u g l eB o y h a s c h a n g e dd r a m a t i c a l l ys i n c ei t s d a y sa s a y o u n gm e n ' sf a s h i o n
brand.Thecompanynow makescasualclothingfor women,men,youngmen,and boys.Bugle Boy
had stoppedadvertisingin many markets and, as a result,consumersforgot about the brand
altogether.

I THECHATLENGE
]
According
to Suzanne "The peoplewe talkedto in
Baird,Cole& Weber'saccountsupervisor,
focusgroupsreflectedon the BugleBoy brandnostalgically-they
saidthey haven'tseenit
latelyandtheycouldn'tquitepin downa BugleBoy personality,"
sherecalls.The imagethose
surveyedmostoftenrecalledwas the classiccommercial
from the late 'B0swith the wo_man
pulling
h e rc a ra l o n g s i daey o u n gm a nw a l k i n g
d o w nt h es t r e eat n ds a y i n g , ' t E x c umsee.A r et h o s e
BugleBoyjeansyou'rewearing?"

D E S I G N I NBGR A N D S
"OURPHIIOSOPHY
IS THATIVERY
POINT
OI THEBRAttD

THATTOUCHIS
THECOI{SUMER
MUSTDILIVER
THE

S A MM
E I S S A O E - W H I T r' S
|TI R
H tS T O RI TI S I I FT.H I

MERCHANDISE
IN Tt|I STORE,
ADVERTISIt'|G,
A WEB

[TC. ANYMESSAGT
SITI. TEI.EVISION, THATREACHIS

THI COl'|SUMER THESAMEBRAND

MUSTDEI-IVER

I M A[G
."

l t e l ta n da b o v e l
I n B CD e s i g nf'isr s tr o u n do f c o n c e p t s
t h e yp r e s e n t et odB u g l eB o yr e p st,h e
d e s i g n e irnsc o r p o r a taecdt u avIi s u a t s
o f t h ec l o t h i nfgo r t h ei n - s t o r e
p o s l e r s" W
. ew a n t etdo i n c o r p o r a t e

t h ea c t u acl l o t h eisn t h ev i s u a l ss,o i t

w o u t db el e s sf a s h i o n - d r i v m
e no,r e
u t i t i t a r i a n - k i nodf l i k ea h a r d w a r e
s t o r eb, u tt r y t o h et a s t e f ual t t h e
s a m et i m e , d
" e s i g n eMr i k eC a t k i n s
e x p t a i nH
s .o w e v eBru, g t e
B o yt h o u g h t
t h ei m a g ew
s e r et o oc l o t h i n g

s p e c i f i c - t h ew
y a n t e sdo m e t h i n
t hga t
ngenerat.
s p o k te0 t h el i n e so f c l o t h i ni g

]. REDES1GNING
OR UPDATING
A WELL-KNOWN
BRAND .$:
 " l s w e a re v e r ym a n i n A m e r i c ac a n q u o t et h a t c o m m e r c i at lo a f , " n o t e sB a i r d .A l t h o u g ht h a t a d
h a ss L j c c e s s f ullilny g e r e di n m a n yp e o p l e sm/ i n d so v e rt h e y e a r s i,t d i d n o t r e a l l ys p e a kt o t h e w i d e r
a r r a yo f e n d u s e r so f t h e p r o d u c t - m o m s ,d a d s a
, n d y o u n gb o y s - n o r c o m m u n i c a tteh e l o w - p r i c e
message.

Ron l(leip,creativedirector at Cole & Weberrelates,"We found this to be a challenge-to tal<e

a brand that everybodyremembersbecauseof that one commercialand translate it to what it
truly is today.we had to overcomea perceptionthat has tal<enon a life of its own.,,

I DEVELOPTNG
THESTRATEGY
]

" BugleBoy wanteda firm brand identitythat would extendinto all facetsof the company,,,l(lein
s a y s\.\ 0 u r p h i l o s o p hiys t h a t e v e r yp o i n to f t h e b r a n dt h a t t o u c h e st h e c o n s u m em
r u s td e l i v e tr h e
samemessage-whetherit's the store itself the merchandise
in the store,advertising,a web site,
television,etc. Any messagethat reachesthe consumermust deliverthe samebrand image,espe-
cially today becauseeverythingis so fragmented.,,

Beforetestingthe focusgroups,Cole & Weberexecutives

were told by Bugle Boy that the target
m a r k e tf o r t h e i r m e r c h a n d i sies m o m sb e c a u s teh e y p u r c h a s e
t h e c l o t h e sf o r t h e i r h u s b a n das n d
c h i l d r e n".W e l < i n do f t o o k t h e m o n t h e i r w o r d a n d w e r ef a i r l y c e r t a i nt h a t m o m sw e r ei n d e e dt h e
key audience,'but
we wantedto do a disastercheckamongdadsand boysto mal<esurewe weren,t
a l i e n a t i n gt h e m s i n c et h e y a r e t h e e n d - u s e r s ,r"e c a l l sB a i r d . T h ef o c u sg r o u p sw e r e c o n d u c t e d
with four groupsof mothers,two groupsof fathers,as well as friendshippairs of boys."When you
get a group of teenageboystogetherin a room,they do a lot of flauntingand braggingand they

aren't very truthful or real. so, instead,we put a boy and his friend togetherand you get much
m o r e h o n e s tr e s p o n s et sh a n w h e nt h e y ' r ei n f r o n t o f a b u n c ho f t h e i r p e e r s / /B/ a i r d e x p l a i n s .

The researchindicatedthat the brandhad a lot of potential,especiallywith mothers."We learned

t h a t w e h a d s o m e r e a l p o s i t i v ef,u n c t i o n a q
l u a l i t i e st h a t a p p e a l e dt o m o m s w i t h t h e c l o t h e s -
comfort, durability,casualness,
and a value for the money.But as far as involvementwith the
brand,therewasn't a tangiblepersonality.There
was no clear brandidentityassociated
with Bugle
Boy," she adds. "So becauseof the lacl<of involvementwith the brand, it was only being
p u r c h a s etdo s o l v ea f u n c t i o n apl r o b l e m - t h e yw e r ej u s t l o o l < i nagt p r i c ea n d q u a l i t ya s a w a y t o

evaluateit, but we all l<nowthat most clothingpurchases

aren/t basedon suchrationaldecisions.
We saw that as a real problem."

"lkea was an easymodelfor us to referencebecauseit is respectable,

and you can find something
pretty cool for a reasonable
price.That'swherewe came up with the user-friendly
notion,because
when you go to Ikea, everythingfrom the way you parl<your car,to how you wall<through the
s t o r e ,i s d e s i g n e d
f o r c u s t o m e r s ' c o n v e n i e n cC
e ,a"l l < i nas d d s ." S o w e s t a r t e dp l a y i n gw i t h t h a t
idea,and we came up with usingarrows in the design.,,

W*:*sy*:sy:"i
 *WEFOUND
THISTO BEA CHALLENGE
TO TAKEA BRAND
THATEVERYBODY BECAUSEOF ONE
REMEMBERS
COMMERCIAL ANDTRANsLATE
rr ro wHArrr rRULy
rs roDAy.
WE HADro A PERCEPTION
ovERcortle THAT HAS TAKENON
A LIFEOF ITS OWN.''

@@

:i::r:,.,'. .

: .

7 M n i o o e aP u t t o v e r s! 7M nino"o
Purover
28.

labovel
T h es e c o nrdo u n do f c o n c e ptths a tB Cl } e s i gpnr e s e n t e d

t o B u g l e8 o yh a dm o r eo f a g r a p h iac p p r o a cbhu, tt h e

c t i e nat s k e d
t h ed e s i g n etr0sc o m eu pw i t ha n o t h e r

d i r e c t i ot nh a tw o u t db em o r ep h o t o g r a p h y - d r iavnedn ,

a g a i nw i t h o uf to c u s i ntgo om u c ho ns p e c i f ipc i e c e o
sf

c l o t h i n gs ,ot h ep o s t e rws o u l dn o th a v et o u p d a t e d

e v e r vs e a s o n .

-dii
|j:?i1gyl.-il rtooi,to
o*rtt **o**t*o',,o
 Becausethe designersunderstoodthe importanceof appealingto moms without turning off the
kids,their graphicswere intendedto stril<ea chord with the end-usersas well."They were saying
but let's face it, eitherthe kid's goingto
that motherswere basicallytheir primetarget audience,
wear it or not," Bates says.

"It's true to an extent,that mothersbuy it. That'sfine,our goal was to try to keepthat customer
evenif it's only for the price.But we were also saying,'Whatif you made it hip enoughto attract
peoplethat couldafford to shopsomewhereelsewithout alienatingthe originalcustomer?'That's

the approachwe've beental<ingwith the designof the brand," Calkinsnotes.

labovel
Their first conceptwas to incorporatepeoplewearingthe clothing in the design,but the client
B o yt o g oh a db e e n
I h e o t dB u g t e
rejectedthat approachbecauseit would haveto be updatedtoo often as the clothinglineschange
a r o u nldo r m a n y e a r sb, u ti t d i d
"lt becamea logisticsthing," accordingto Bates.'tThissign has to be up
in stylesand seasons.
n o th a v ea p e r s o n a l a
i t ny di t d i d
for six monthsso they didn't want specificitems of clothingin the materials."
n o tc o m m u n i c a tneyp o s i t i v e

b r a n da t t r i b u t eBs C
. 0esign
used After a couple more designrounds Batesand Call<inscame up with a more genericapproach.

t h es a m es a n ss e r i ft y p e f a ct eh a l Insteadof focusingtoo heavilyon the clothing,they usedgeneric-looking, photos

action-oriented

B o yh a da l w a yus s e db, u t
Bugte and created designsthat worked with the photos."We were trying to pull colors out of the
photos,"Batessays."We didn't want to havedifferentcolors for the departmentsbecauseif the
t h e yp u ta d i f f e r e nstp i no ni l ,
photoschange,the colors wouldn't go with it, so we let the photographydrivethe colors."
p u t t i ntgh eB sb a c k - t o - b a c k .

The designersalso createda new logo for Bugle Boy,but they had to maintainsome of the old
image."Part of it is their heritage,"Batesrecalls."They want to change,but they don't want to
font that they'vebeenusing
losethe brand equitythey'vebuilt.They had this san serif uppercase
sincethe '80s, and we wantedto usesomeof that but downplayit, and the upper-and lowercase
seemedlike a natural becauseit wasn't so serious."

on purpose-going bacl<to the original idea that it's user-

"We wanted it to be hyper-generic
y s h i o nc l o t h e s . T h a t 'ws h y w e p i c k e dH e l v e t i c a ,C
f r i e n d l yc l o t h i n g n, o t n e c e s s a r i fl a " a l k i n sa d d s .
aboutthis place.Wewere
"lt's a standard.Thewhole idea is that everythingis really unassuming
but unassuming."
walking a fence-understatedsophistication,

The designersworked closelywith Cole & Weberto make sure they were all on the same page,
bouncingideasoff one another.The ad agencytestedthe initial designswith focus groupsand
accordingto Baird,"Women liked it.The photographycapturedthe moment,they liked that the
priceswere prominent,and they thoughtthe arrowswould be helpfulto find what they're looking

for.Theylikedthe fact that it was everydayscenesof everydaypeople-there was no pretension."

W*:*rneimv:*J
 @

*t'*gie 6og

I a h o vaen dr i g h t l
F o rt h et h i r dr o u n dt ,h ed e s i g n e r s
t o c u s eodnt h e" u s e r - f r i e n d l y "

c o n c e p"tW
. ed i di t l i k ei t w a sa k e y
t 0 a m a pT. h ec l o t h easr eh i g h t i g h t e d ,

b u ta g a i ni t w a st o os p e c i f itco t h e

c l o t h i n[gi n e sT. h e yw a n t e ed v e r y
posterto he extremely
flexible,"

David
B a t ee
sxolains.
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 KAYTEEBIRDSEED
B R A N DB Y M U R R I E ,L I E N H A R TR
, Y S N E RA S S O C I A T E S

Turninga relativelyunheardof product into a popular brand through a strategicbrandingand

m a r k e t i n gc a m p a i g ni s a t y p i c a ls u c c e s s t o r y .B u t t u r n i n ga $ 1 0 m i l l i o nb u s i n e s isn t o a $ 1 5 0
m i l l i o nb u s i n e s isn j u s t s i x y e a r si s a l m o s tu n h e a r do f . B u t t h i s i s n o f a i r l y t a l e .T h i s i s t h e t r u e
story of l(ayTeebirdseed,basedin Chilton,Wisconsin.

In 1986, l(ayTeewas goingthrough an identitycrisis-the companyexecutivesl<newthey had a

great product,but they didn't have a solid brand or market strategyto promoteit. Tom Ramey

was hired as vice presidentof salesand marketingto help re-focusthe companyand lead the
marl<eting
and salesefforts.

"This was a very small companywherethe packagedesignwas done in-house,

and they thought
i t l o o k e dg r e a tb e c a u s e
i t a l l l o o k e dt h e s a m e , "h e r e c a l l s".l s a i d , ' B e i n gt h e s a m ei s n o t a l w a y s
good.You do want a nice,uniform look for shelf visibility and merchandising
reasons.But the
cagedbirds productsellsfor 40 percentmore than the standardfeed,and you can't
value-added,
tell the differencebetweenthem.'Theyweren't communicatingthe positioningof the products."

Rameysoonrealizedas well that this problemwasn'tuniqueto l(ayTee-it was an industry

pitfall.l(ayTee to pumpup its brandidentitythroughthe packaging,
needed anddo it beforethe
c o m p e t i t i ocna u g hot n .

ffi-:i,,,,,,-'":r
C t ' l t t l Ce n n N o S ]
 lteftl
K a y T ebei r d s e ewda su p d a t i n g
When

t h el o o kf o r i t s c a g e d
birdseed

v a r i e t i e cs 0
, m p a nr e
y presentatives

t ep a c k a g i nnge e d etdo b e
t h o u g ht h

m o r ea c c e s s i bal en du s e r - f r i e n d l y

s ot h e yc a m eu pw i t ht h ep l a s t i c

c a n i s t e rM
s .L Rd e s i g n etrhse n

i n c o r p o r a tpehdo t oos f t h eb i r d so n

t h ep a c k a g i ns go c o n s u m ecr o
suld

e a s i t iyd e n t i fw
y h i c hb i r d s e et d
hey

needed"

REDEsTGNtNG
oR upDArtNG
A wELr.xllowt'lennto 67
 "THE CONCEPT
WAS TO SELL THE LINEnnDMANAGE
rHE
sorHAr
sHELVEs WE WOULD OUT-MANEUVER
THECOMPETITION.''

I DEVELOPTNG
A STRATEGY
]

T h e f i r s t t h i n g R a m e yd i d i n h i s n e w p o s i t i o nw a s c o n d u c tf o c u sg r o u p sw i t h b i r d o w n e r s". W e
startedtall<ingto them about bird ownershipand we were hearingthat they are very involvedwith
t h e i r b i r d s . T h e yw a t c hT V w i t h t h e m ,t h e y e a t w i t h t h e m ,t h e y w r e s t l ew i t h t h e m ,a n d t h e y e v e n
. a m e ya l s od i d a q u a n t i t a t i v set u d yt o d e t e r m i n e
t a l l <w i t h t h e m , " h e e x p l a i n sR h o w m a n yp e o p l e
havebirds,what typesof birds they have,how they feed them,and wherethey buy their birdseed.
T h ed e s i g nf i r m o f M u r r i e ,L i e n h a r t R r s s o c i a t e(sM L R ) o f C h i c a g ow a st h e n b r o u g h ti n t o
, y s n eA
I
J
I d e s i g na b r a n d i m a g et h a t w o u l d p r o m o t ea n d n u r t u r et h e p e r c e p t i o no f t h e o w n e r s ' f a m i l i a l

I
r e l a t i o n s h i pwsi t h t h e i r b i r d s .

The pacl<agingitself became a factor in the brand designto mal<eit more accessibleand
i d e n t i f i a b lteo c o n s u m e r sR. a m e ys a y s ", M o s t o f o u r p r o d u c tw a s i n p o l y b a g s ,b u t w e f o u n de v i -
d e n c et h a t p e o p l el i k e dt o s e et h e f o o d . " S o t h e i r d e c i s i o nw a s c l e a r - l i t e r a l l y .C l e a rp a c l < a g i n g
was selectedfor all of l(ayTee'scagedbird treat canisters.This
was an industryinnovation.

I TMPLEMENTTNG
A SOLUTTON
]

To distinguish
i t s e l fi n t h e c a t e g o r yt ,h e m a r l < e t i ntge a m ,a l o n gw i t h c r e a t i v ed i r e c t o ra n d M L R
principalShel Rysner,
decidedthat it would be in l(ayTee'sbest intereststo actuallyshowpictures
of the birdson the pacl<aging
U.n d e r R y s n e r ' sd i r e c t i o nt,h e d e s i g n e r ds e v e l o p e a
d n u m b e ro f
the differentplatforms,which were then testedwith consumers.
executionsaddressing "We went
to the malls and showedpeoplethe designand it got the reactionsand intentto purchasewe were
lool<ingfor on each of the packages,"Rameyrelates.

"The upshotof this is that we learnedthe potencyof the brand on the packageand we started
s e g m e n t i ntgh e b r a n d c, r e a t i n gb i r d - s p e c i f ipca c k a g i n g ,R
" y s n e r e c a l l s".T h e c o n c e pw
t a st o s e l l
t h e l i n ea n d m a n a g et h e s h e l v e s o t h a t w e w o u l do u t - m a n e u v et hr e c o m p e t i t i o n . " T hpea c l < a g i n g
i n c l u d e dc o l o r f u li l l u s t r a t i o nosf t h e s p e c i f i cb i r d sf o r w h i c ht h e s e e dw a s i n t e n d e ds,o c o n s u m e r s
c o u l ds e et h e i r b i r d a n d i d e n t i f vw i t h t h e p r o d u c t .

6a D E S t G N t NBGR A N D S
 lteftl
K a y T ehea da ni m a g ep r o b t e w
mi t hi t s

. ep a c k a g i n g
w i l db i r d s e evda r i e l i eTs h

w a so u t d a t eadn di t w a sn o t

d i s t i n g u i s h aobnl e
s t 0 r es h e l v e s .

Iteftl
T om a k et h ew i l db i r d s e esdt a n do u t

f r o mt h ec o m p e t i t i ot hne, d e s i g n e r s

b r i g h t e n eu dpt h ep a c k a g i nwgi t h

c o t o r f ui [I[ u s t r a t i oonfsw i t db i r d s ,

a n dt h eK a y l e ne a m ew a sg i v e na

m u c hh o t d epr r e s e n c e .

I NRCU P D AI N GA W E L r - < t l O W
R E D E S I C NO BNR A N D6 9
 As Rameyputs it, "It's lil<ehigh-involved
dog ownerswho lil<eto seetheir dog on the package.
We whntedto tal<eadvantageof that in our advertisingand pacl<aging.,,

The response
to the new packagingwas immediate."Oursellingwas betterbecausewe were gorng
to the trade and tellingthem who the consumeris, what they're looking for, and givingthem the
s o l u t i o n , l ' R a m eeyx p l a i n s . " l t ' sa l s oa n i n d u s t r yt h a t I c a l l ' h i g h - t o u c hl o, w - t e c h . , T hr e t a i ls t o r e
c l e r kh a s a b i g i n f l u e n c oe n w h a t t h e . c o n s u m ewri l l p u r c h a s eP. e o p l ew i l l g o t o p e t s t o r e st o m a k e
a purchasebecausesomeoneis there to answertheir questions. We usedthe packageas a selling
deviceand other materialswere providedto the storesto help educatethe retail store person.,,

And, of course,the l<eyreasonl(ayTeewas such a hit with consumersis because"the pacl<age

lookedgreat," Rameysays.\\we got more distributorsto take it on, and the velocityin retail
storesincreasedas consumerspickedit up in greaternumbers.,,

He attributesthe successof the brand to the closeworking relationshiphe had with Rysnerand
the designers.
"The more your designcompanyis a partner with you,the more successful
you/re
goingto be. Shel was alwaysa memberof our team as we developednew products.Brandingis

more importantthan advertisingbecausein the absenceof advertising,it's the only communica-

tion you havewith consumers///
Rameyconcludes.

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" B R A N D I t |IO
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f o r p a r t i c u l abri r d ss, u c ha s

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 BURGERKING
BRAND BY THE STERLING GROUP AND FITCH

With little modificationmade to the Burger l(ing brand mark in nearly25 years,Burger l(ing
Corporation(Bl(C) decidedthe brand was in need of an overhaul.The corporationwanted to
c r e a t ea p o w e r f u a
l n d c o n s i s t e nbt r a n di m a g et h a t w o u l d b e c o m m u n i c a t etdo a l l c o n s u m e r isn

a l l t o u c h p o i n t sw i t h t h e b r a n d - l o g o ,s i g n a g er,e s t a u r a ndt e s i g na, n d p a c t < a g i nIgn. o r d e rt o d o

t h i s , B l ( C s o u g h tt o d e f i n ea n d a r t i c u l a t ea s i n g l eg l o b a l b r a n de s s e n c ew, h i c h w o u l d t h e n b e
i n j e c t e di n t o a l l e l e m e n t o
s f the brand.

" B u r g e r l ( i n g w a n t e du s t o f o c u so n t h e b u n l o g o ,b u t t h e i r o b j e c t i v ew
s e r e r e a l l yt o d e v e l o pa
high impact brand mark to reinforcethe new brande"ssence,"
saysMarcus Hewitt, managingpartner
a n d c r e a t i v ed i r e c t o ra t t h e S t e r l i n gG r o u p ,t h e f i r m c o m m i s s i o n et d
o w o r l <w i t h B l ( C ' s b r a n d
team to redesignthe brand."They wanted it to be contemporarybut not trendy,and infusemore
energyinto the brand.Theold brand identity is very corporateand quiet,and everythingflows in
a s t r a i g h tl i n e . T h et y p e i s r o u n d t, h e b u n i s r o u n d t, h e y e l l o wa n d r e d a r e w a r m a n d s o f t c o l o r s -
i t n e e d e dm o r e i m p a c t , "h e a d d s .

I DEVELOPTNG
A STRATEGY
]

T h e S t e r l i n gG r o u pa n d B l ( C ' sb r a n dt e a m i n t r o d u c e sde v e r arl o u n d so f l o g oe x p l o r a t i o n isn, c l u d -

ing designexecutions
with flamesto accentuateBurger l(ing'ssignature"flame broiled"cooking
techniqueand experimenting
with differenttype treatmentsand colors."We didn't want to add
too many other elements.I thinl<it's a delicatebalancewith a brand marl<lil<ethis becauseyou
seeit on so many products-it's everywhere
and you don't want it to be too fussy,"Hewitt recalls.

D E S I G N I NBGR A N D S
 :L
*&* tjt

l t e f ta n dh e l o w l
B u r g eKr i n g ' o
s l db r a n di d e n t i thya d

n 0 tb e e nu p d a t ei d y 5y e a r s .
n nearl2
" l t ' sa ni n c r e d i bw
t ye l lr e c o g n i z e d

b r a n db, u ti t ' sv e r yc 0 r p o r a at en di t

d o e s n l' itv eu pt o t h eq u a t i toy f t h e

r e s t a u r a nst ,a"y sM a r c uH
s ewitt,

m a n a g i npga r t n ear n dc r e a t i vdei r e c -

t o r a t t h eS t e r l i nG
g r o u pl h, ef i r m

h i r e dt o r e d e s i gt n
h eb r a n d .
d i t hp e r m i s s ifor on mB u r g el (r i n gB r a n d Isn, c
U s ew

SURCER
Kils
d i t hp e r n i s s i of rno nB u r g eKr i n gB r a n dIsn. c
U s ew

lti,;;,-;^;4;*[,jt
{jP_139y5_91 ",-$&
 T h e d e s i g n e ras l s o i n t r o d u c e da n e w c o l o r t o b r i g h t e nu p t h e l o g ow h i c h t r a d i t i o n a l l yw a s o n l y
with red and yellow."lt was natural to add anothercolor.When you look at it now
repreSented
w i t h o u tt h e b l u e ,i t l o o l < sl i l < ea c o l o r i s m i s s i n g , "h e n o t e s ". T h e w o r l d w h e r et h a t b r a n dm a r l <
was operatinghas movedon and we lool<edat the competitorswhich had more elaboratelogos
w i t h m o r ec o l o ra n d a c t i o n . "

T h e d e s i g n e r sr e t a i n e dt h e b r a n d . . m a r l <b' su n i m a g e ,w h i c h i s a s t r o n g c o m m u n i c a t oor f t h e
brand'sappeal,and enlargedthe type so that it extendedbeyondthe bun,to conveythe idea oTa
biggertaste and reinforcethe size of the Whoppersandwich.The slightlytilted image and type
also conveya senseof energyand motion."We were buildingon what they had, but it was a
significantchange.We refinedthe type,we l<eptsomeof the curvesand addedsomesharperedges,
and everyelementis worl<ingbetterthan it was," the designersays."This is a massivefranchise
b u s i n e sasn d B l ( C c o u l d n ' ta f f o r dt o h a v ep e o p l en o t r e c o g n i zteh e b r a n d . "

I TMPLEMENTTNG
A SOLUTTON
]

W i t h a b r a n d d e s i g ne s t a b l i s h e dF,i t c h ,a n i n t e r n a t i o n adl e s i g na n d b u s i n e s cs o n s u l t a n c yw,a s

c a l l e di n t o d e v e l o pt h e t h r e e - d i m e n s i o naasl p e c t so f t h e b r a n d ,i n c l u d i n gi n t e r i o ra n d e x t e r i o r
b u i l d i n gd e s i g na n d t r a d e d r e s se l e m e n t sa,n d s i g n a g eo f t h e B u r g e rl ( i n g r e s t a u r a n t sC. o n s u m e r
l
research,conductedby Bl(C and Fitch, revealedunderlyingsocial aspectsof the fast-food
experiencethat neededto be addressed.
"The researchhelpedus designthe experienceof the
b r a n d - h o w p e o p l ew o u l da c t u a l l yl i k et o f l o w t h r o u g ht h e s p a c en, o t j u s t h o wt h e y w o u l d l i l < ei t
" x p l a i n sJ o n B a i n e sa, s s o c i a tvei c ep r e s i d e nat t F i t c h .
t o l o o l < ,e

Sincethe Burger l(ing franchisesare all ownedand operatedby differentpeople,theinteriorsof

the restaurantsreflectedthat, which poseda challengeto the Fitch creatives."ln the past,the
were givencarte blancheas far as what the insideof their restaurantslookedlil<e,so
franchisees
they all lool<eddifferent," Bainessays."One of the main ideasthat has been introducedis that
t h a t t h e p l a c e sw h e r e
t h e c o r ee x p e r i e n caet B u r g e rl ( i n gs h o u l db e c o n s i s t e n t .S" o i t w a sd e c i d e d
the customercomes in contact with the food in all restaurantsshould be the same.in theorv
makingthis experience
consistentacrossthe board.

A major focus of the interior designis a streamlinedlayout for the customerorderingprocess.

Separateareasare now definedfor order placementand picl<-up.In addition,menushave been
r e d e s i g n et do d i s p l a yi t e m so n l y d u r i n gt h e t i m e o f d a y w h e nt h e y a r e a v a i l a b l e .

from the consumerresearchis how peopleperceivetheir

Anotherconceptthecreativesdiscovered
d i n i n ge x p e r i e n c "eP. e o p l el i k et o g e t t h e i r f o o d f a s t ,b u t t h e y d o n ' t n e c e s s a r i l iyl < et o e a t i t f a s t
w h e nt h e y ' r ed i n i n gi n . T h e yl i k et o r e l a x , "r e c a l l sB a i n e sS. o s e v e r akl i n d so f s e a t i n ga r e a sh a v e
beenincorporatedinto the restaurantdesign,includingbright openareasgearedto large groups
and families,and areas for more intimate dinlng. In addition to the tables themselves,the

ffi .,1
.?!,:L-n-u\ogilo^'
 Iteftl
F o rm o s o
l f t h ei n i t i asl k e t c h etsh.e
d e s i g n e er sx p e r i m e n w
t ei dt ht h et y p e
a n db u nd e s i g ng,i v i n gt h eb r a n d

m a r ka m o r ea n i m a t eqdu a l i ttyo

c r e a t e n e r gay n di m p a c T
t .h e ya l s o
i n t r o d u c ea d d i t i o ncaol l o r tso

c o m p l e m eBnut r g eKr i n g 'tsr a d e m a r k

redandvellow.

Ileftl
"Somo
e f t h el h e m ew
s el o o k e a
dt
i n c l u d eadd d i n fgl a m e b
s e c a u soef
t h ee q u i t ye s t a b t i s hw
e idt hB u r g e r
K i n g ' s ' f l a m e - b r o ibl eudr g' e r s , "

}|ewittrecalls.Uttimatety
it was
d e c i d etdh a tt h ef l a m e w
s o u l dm a k e
t h eb r a n dm a r kl o o kt o ob u s y .
withpermission
lJsed fromBurger
KingBrands,
Inc.

REDESIGNING
OR UPDATING
A WELL.KNOWN
BRAND
 environmentis also a factor. "in many fast-food restaurantsyou see huge posterspromoting
differentitems in the diningarea.We learnedthat peopledon't want to be remindedabout what
they may havemissedin the orderingprocessoncethey havetheir food in front of them,,,Baines
explains.In addition,strategic,focusedlightingalso helpsto createdistinct diningatmospheres.

The drive-thruexperiencehas also beenstreamlinedto the customers'advantage.

pre-menusat
drive-thrusoften look differentthan the orderingmenu,so when the customerpulls up to order
they cannot find the specificitem they want to order.To alleviatethis problem,the pre-menuis
rl
il
I exactlythe sameas the orderingmenu,and order confirmationscreensreassureconsumersthat
t h e o r d e ri s r i g h t .
I
; In additionB
, u r g e rl ( i n g d e s i g n e a
d t r a n s p a r e nbt a g s o p e o p l ec a n s e ew h a t i s i n s i d eo f i t w i t h -
:
out havingto open it up and check,oftentimesholdingup the drive-thruIine.Theyevenwent one
step further-they developeda panic.button that customerswili be able to drive up to and use if
somethingis indeedwrong with their order."lt's a great idea becausethey'renot holdingup the
line and it's a reassurance
factor to the customer,,,Bainesnotes.

To givenewand existingrestaurantsa distinctive'exterior

trade dress,Fitch designeda bluesculp-
tural elementwhich will be retrofittedto existingrestaurants."The blue element,togetherwith
the new site signage,introducesthe new Burger l(ing trade dress,,,Bainessays.

The new brand identityhelpsBurgerl(ing achievecompetitivedifferentiationby creatinga design

that is in direct correlationwith what consumersdesirefrom a fast-foodrestaurant.Burger l(ing
will be rolling out the new brand identityin its restaurantsin the comingyears.So far, consumer
responsehas beentremendouslypositive,translatingto strong gains in salesand traffic at the
r e s t a u r a n tcsu r r e n t l ye m p l o y i n gt h e n e w l o o k a n d f e e r .

D E S I G N I NBGR A N D S
 Iteftl
B K C 'csr e a t i v easl,o n gw i t hS t e r l i n g ,

c a m eu pw i t ht h i sb r a n de x e c u t i olnt .

marriesthebestof theoldwiththe

n e w a. n di t e x u d eas m u c hb o l d e r
p r e s e n cwei t ht h ee n l a r g et d
ype

e x p t o d i nogu to f t h eb u nt o c o n v etyh e

i d e ao f a b i g g etra s t e .

d i t hp e r m i s s if0r 0n mB u r g eKri n gB r a n d Isn, c

U s ew

lteftl
A t to f t h ep a c k a g i nign,c t u d i nt h
ge

n e wc l e a r - v i ebwa g st h a ta l l o w

c u s t o m etross e et h e i ro r d e r s .

f o c u s eosnt h en e wb r a n dm a r kT. h e

d e s i g n ear sl s oi n c o r p o r a treedda n d

b l u ep i x e l a t esdh a p etsh a ts u r r o u n d

t h eb r a n de, x u d i nags e n s e
ofeither

r a d i a t i nhge a o
t n i t e m ss u c ha s

b u r g e rasn df r i e s ,o r e f f e r v e s c e n c e

o ns o f td r i n kc u p s .
wilhpernissi0n
lJsed fromBurger
KingErands,
Inc.

REDESIGNING
OR UPDATING
A WELL-KNOWN
BRAND
 lteftl
T h en e wB u r g eKri n g
trade
d r e sw
s as
i n t r o d u ci e
nRd e n oN,e v a daatt,h i s
n e w t y - b ur ei tst t a u r aTnoti .n c o r p o r a t e
t h et r a d e
d r e stso e x i s t i nr e
gstau-
, eb t u e" f i n "t h a p
r a n t st h t r o t r u dheys
theentrance
wittberetrofitted
to
t h o s be u i l d i n ignsa d d i t i ot oni n c o r -
p o r a t i nt hgen e ws i g n a g e .

d i t hp e r m i s s ifor on mB u r g eKr i n gB r a n dlsn,c

l J s ew

lteftl
T h eo p e nf l o o rs p a c ed, e s i g n ebdy

F i t c hw. a sc r e a t etdo a c c o m m o d a t e

s e a t i nfgo r g r o u pos f a [ [s i z e sT. h e

c o r n ebr o o t hps r o v i dae m o r es o l i t a r y

eating
experience.

d i t hp e r m i s s ifor 0n mB u r g eKr i n gB r a n dIsn, c

l J s ew

D E S I G N I NBGR A N D S
 *THERESEARCH US DESIGN
HELPED THE EXPERIENCE
OF THE
BRAND-HOW
PEOPLEWOULDACTUALLYLIKE
TO FLOWTHROUGH NOT ,UST
THEsPAcE, HOW rHEYwouLD
LIKE IT TO LOOK.''

Iteftl
T h ed r i n kp i c k - u pa r e aw a sd e v e t o p e d

f o r c u s t o m ec ro n v e n i e nTc h
ee.c o u n l e r

space
w a sd e s i g n esdot r a y sc o u t d

e a s i l ys l i d eo v e ri t . a n dt h eo p e na r e a

a l l o w sc u s t o m etrosh e l pt h e m s e l v e s
ffif re torefilts.
d i t hp e r m i s s if0r 0n mB u r g eKr i n gB r a n dIsn, c
l J s ew

tleftl
T h ec o n s u m e
o r d e r i nagr e ai s

t odk e e pp e o p tm
designe eo v i n g

through ptacing
thelinebyconveniently

i m a g eosf t h ef o o di t e m si n f r o n to f

t h e ms ot h e yc a nd e c i d w
e hato

o r d e rb e l o r teh e yg e tt o t h ec o u n t e r .
l l s e dw i t hp e r m i s s if0r 0n mB u r g eKri n gB r a n d Isn, c

R E D E S ] G NO
I NRG T A WLL-.KNOW
I J D D A\ G B \R A N ?
4T
 SUTTERHOME
BRAND BY MICHAEL OSBORNE DESIGN

For more than 50 years Sutter Home has beenprovidingAmericanconsumerswith a varietyof

affordably-priced wines.In 1947, Mario Trincherotool<ownershipof the winery,and throughout
the ' 5 0 s and ' 6 0 s i t w a s a " m o m - a n d - p o po" r g a n i z a t i o ns ,t i c l < i ntgo t h e w i n e b a s i c s - s e l l i n gr e d s
a n d w h i t e s f r o m a l i t t l e w i n e r yN
i na p a V a l l e y . i n t h e e a r l y l 9 T 0 s , t h o u g h , t h i n g s b e g a n t o c h a n g e .
Bob Trinchero,the eldestson of Mario, beganexperimenting
with Zinfandelwines,and createda
l i g h t - c o l o r ewd i n e w i t h a s l i g h t l yp i n k i s hc o l o r a n d c a l l e di t 0 e i l D e P e d r i xw h i c h m e a n s" e y e o f
" l t h o u g ht h i s n e ww i n e d i d n o t s e l lw e l l a t f i r s t ( o n l y2 , 0 0 0 c a s e st h e f i r s t y e a r ) ,
the partridge.A
accordingto Rob Celsi,Sutter Home'sbrand manager,the sweet-tasting
wine was the beginning
of something
big.

In I972, the Bureauof Alcohol,Tobacco,and Fire Arms informedthe Trincherosthat they had to
call the wine what it reallywas/so they namedit white zinfandel.By the 1980s,Sutter Homewas
sellingso much of their wine-far beyondanyone'sexpectations-thatthey decidedit was time
for a new logofor the Sutter Homevarietals.TheTrincheros
contractedwith a local designerwho
came up with the stackedword marl<,which has beenusedever since."Little did anyoneknow
how importantthat brandwould become,"Celsisays.Thelabelevolvedslowlyoverthe years,but
by 1995 the competitionwas changingthe landscape.

*---:E1iI[i]:1?-L]
 IUTTER
HoltdE'
l l e f ta n db e l o w l
B y19 8 5 S
, u t t eH
r o mw
e a sa s u c c e s s f u l

c o n t e n dfeorr [ e a d e r s hi inpt h ew i n e

c a t e g o rsyo, t h ec o m p a ndye c i d eidt

w a st i m ef o r a n e wl o g oA
. [ocal

d e s i g n ec ra m eu pw i t ht h es t a c k e d

w o r dm a r kw
. h i c hc h a n g evde r yl i t t l e
I993 CA;-iFCRhIsA
o v e rl h ey e a r sa, sy o us e eh e r e l.t w a s
WHITE ZINFANDEL n o tu n t i lI h em i d
'90s
t h a tt h ec o m p a n y
\iINTJ:DAND llOTTLi:DBY SUTfEIi l-{Or'iE\\'1\ERYl\C
e m b a r k eodna n e wb r a n di d e n t i ttyo
\ A P A . C A t i F O R \ l A 9 4 5 $ !B \ \ ' i 5 : 5
A L C O H O L9 ? ] : rf ' V O L L i \ 1 [ r e - e s t a b t i ist hs e l a
f sa l e a d eirn t h e

w i n ei n d u s t r y .

: a . I a::t
?:::
-o-=

==oP
Surren -::-:
:'..,.ti-.
::l=:l-=i::
o6::

DT?*
T{or\4E ; ; - . : i= : ; l
_'=-;i":j
i == , - : ' . -1- - : . ' 1
::.,',;:^:i

w
';6= ; . : - - t -= : = , : !
l : . , . Ii = : i r
:=::i? ;-t:i
: =i, =?'.-:
j=l=:,t::-l

)1" : t' :4
,z+--q

2 -:-i?=.
E--E=
1992 CALiFORNIA
WHITE ZINFANDEL
VII{IED AND SOTTLED8Y SUTTtrR!{OME WIN'RY II':C,
NAPA, CAL1FORNIA94589B\4 5525
ALCOIiOL 9908Y vOLUMg. CONTAINSSUt-flrES

REDESTGNTNG
oRUpDATtNG
A WELL-KNowN
BRAND81

-I
 ..THISCOMPANYIS REALLYGOODABOUTKEEPINGTHEIR
ONTHEPULSE
FINGER OFTHEMARKETPLACE-
THEIRBRAND
KEEPING ONA REGULAR
UPDATED BASI5.YOU CAN'T STAY
THE SAME TOO LONGrNrHrsrNDUsrRy
BEcAUSE
YOU'LL GET
LOST rN THEsHuFFLE."

l a s b e i n gs o l d i n a g r e e nb o t t l e ." A f t e r a w h i l e ,
U p t o t h a t t i m e ,S u t t e r H o m e ' sw h i t e z i n f a n d ew
t h e c o m p e t i t i o n - w h i c hh a d s c o f f e da t B o b ' si n v e n t i o n
o f w h i t e z i n f a n d e l s t o p p e dl a u g h i n ga n d
s t a r t e dm a l < i n gi t , a n d t h e y w e r e p u t t i n gi t i n a c l e a rg l a s sW
. e f o u n do u r s e l v e sa,s t h e c a t e g o r y

innovators,behindthe category,"Celsiexplains."lf we didn't react,the competitionwould tal<e

, r f l i n t ,g l a s sw i t h o u r w h i t e z i n f a n d e la, n d a t t h e s a m et i m e
t h e c a t e g o r ys,o w e w e n t t o a c l e a r o
we decided . e f e l t w e n e e d e da d r a m a t i cp a c l < a guep d a t et o g a i na l e a do v e r
t o u p d a t eo u r l a b e l W
the competition."

T h e d e s i g nf i r m a t t h a i t i m e c a m eu p w i t h t w o p a p e rl a b e l st h a t S u t t e r H o m ew a s i n t e r e s t e idn .

" W e d i d s o m ec o n s u m e r e s e a r c ha n d w e l e a r n e dt h a t c o n s u m e r as r e i n u n d a t e dw i t h s o m a n y
w i n e p a c k a g e s . T h ear er e a l o t o f l a b e l so n t h e s h e l fi n t h e w i n e b u s i n e s s ,o w e w e n t b a c l <t o t h e
d e s i g n e r sa t t h a t t i m e a n d w e s a i d ' W e d o n ' t t h i n l <w e ' v e g o n e f a r e n o u g h W
. e want to go
. h a t t h e y c a m e u p w i t h w a s a c l e a r p r e s s u r e - s e n s i t il vaeb e lf o r t h e
f L t r t h e r , " ' C e l seix p l a i n sW
bottle and the necl<label remainedoaper.

A s C e l s is a y s ", W e w e n t t o t o w n .T h e b r a n dt o o l <o f f a n d w e s o l ds i x o r s e v e nm i l l i o nc a s e sa, n d

t o d a yw e ' r ea t a b o u tt e n m i l l i o n T
. h i s i s f o r a c o r n p a n yt h a t w a s m o v i n ga b o u t 3 0 , 0 0 0 c a s e si n
I 9 7 6 - a t r u e A m e r i c a ns u c c e ssst o r v . "

I n1 9 9 5S.u t t eHro muep d a t e d I PRESENT

i t sb r a nadn dc r e a t eadc t e a r ,
p r e s s u r e - s e n st ai tbi veA
et .tt h e
t i m ei,t w a sc l e a r tdyi s t i n c t
f r o mo t h ewr i n eosnt h es h e t l
DAYI
H o w e v ee y e l l ,t h e m a r l < e t - c o n s c i opur os f e s s i o n a l s
r ,v e nt h o u g hS u t t e r H o m ew a s d o i n ge x t r e m e l w
t h e r el < n e wi t w a st i m e t o c h a n g ea g a i n ". T h e c y c l eo f i n n o v a t i otno d u p l i c a t i o n
h a sb e e ni n c r e a s -
ingly shortened,where you have to changeevery two years/not every five years," Celsi says.
" R e a l i z i n gt h a t ,w e c o u l d n ' ta l l o wo u r s e l v etso b e i n a s i t u a t i o nw h e r et h e m a r l < e t p l a ct eel l su s t o
c h a n g eo u r p a c l < a g e
W. e a l s o f o u n d o u r s e l v e bs e i n gd r a g g e dd o w n b y t h e c o m p e t i t i o nb e c a u s e
t h e y w e r e l < n o c l < i no gf f o u r p a c l < a gdee s i g nb, u t a t a l o w e rp r i c ep o i n t . " T h i sI e d S u t t e r H o m et o
c o m m i s s i o nM i c h a e lO s b o r n eD e s i g n( M 0 D ) , w h i c h h a s d e s i g n e w
d i n e l a b e l sf o r m a n yw i n e r i e s
i n c l u d i n gs o m eo f T r i n c h e r o ' os t h e rb r a n d s .

82 D E sG N I N GB R A N D S
 E\o)f,uou

FAM I LY ESTATES
Sr,\EI
COLLECTION
labovel labovel
I n 1 9 9 9S, u t t elr| o m e 'bsr a n d - s a v v y "Wehadheentoldby themarketing

knewit wastimeto update

marketers department
thattheywanted
to

the brandagain.However,
when i n c l u dae s i g n a t u rwei n ec o l l e c t i o n , "
( M 0 Dw) a s
M i c h a e0[s b o r n0ee s i g n R e g e n b o gseany so f t h i sd e s i g n .

c o m m i s s i o nt oe d ot h er e d e s i g tnh, e

alsowanted
company to introduce
its

newname-Irinchero
Family

Estates-andinctudeit onthe pack-

a g i n gw i t ht h eS u t t eH
r omb
erand. SINCE ta90
M 0 Bc r e a t i v eesx p l o r esde v e r aclo n - <\ (r)
ceptsfor the nameptate,starting

. 0 Dd e s i g n eMr i c h e [ [ e
w i t ht h i so n e M
"o,, { Y
E5{
f'
R e g e n b o gseany so f t h ed e s i g n ,
labovel
"They're
an ltalianfamily,andwe
Theteafpattern
waspreferred
bythe
w a n t e idt t o t o o kl t a l i a nT. h i sd e s i g n
s rt h e
T r i n c h edr oe c i s i o n - m a koevr e
lookslikean otdttuit crate.Wealso
"Theywantedit to be
first design.
w a n t etdo m a k es u r ew e i n c l u d e d
'since s i m p l ear n dt h e yd i d n ' t i k et h eT - i t
1 8 9 0 ,b' e c a u shee r i t a gwea s
t o o k etdi k ea ni r o nb r a n d . "
reallyimportanl
to theTrincheros."
c a l l s" .s ow ef o c u s e d
R e g e n b o gr e n

o nt h e . l e adfe s i g n . "

FAMlwT3'^'.=
lahovel
I h i s d e s i gw
n a su l t i m a t ecl yh o s efno r

t h en a m es e a lT. h ed e s i g n e r es m o v e d
" s i n c e1 8 9 0b" e c a u st e
h ew i n ea n dt h e

n a m eh e l dt h e i ro w nw i t h o ut th i s
p h r a s e" W
. ej u s tp u tt h eb e s te l e m e n t s

t o g e t h e rR, "e g e n b o gaednm i t s" .W e

thegrapesin Adobelllustrator
created

a n dw e s p e nal g r e a dt e a o
I ftime

m a k i n sgu r et h e yw o u l dr e a dp r o p e r l y

o nt h eb o t t l ebs e c a u st e g o i n gt o
hey're

be rea[[ytiny."
 Michael 0sborne,creativedirector for the Sutter Home project,says,"This companyis really
goodabout keepingtheir finger on the pulseof the marl<etplace-l<eeping
their brand updatedon
a regular basis accordingto the market and the industry.They have some very savvy brand
m a n a g e rw
s h o l < e e tph i n g sm o v i n g . Y ocua n ' t s t a yt h e s a m et o o l o n gi n t h i s i n d u s t r yb e c a u s yeo u , l l
get lostin the shuffle."

Therewas also anothermajor consideration

for the redesign.
The Trincherofamily had changed
the companynamefrom Sutter Hometo TrincheroFamily Estates,and Sutter HomeWinerywas
retainedas a brand name."We saw this as an opportunityto introducethat to the public,,,says
M i c h e l l eR e g e n b o g esne, n i o rd e s i g n eor n t h e p r o j e c t ". T h e r e a s o nt h e y a r e c h a n g i n gt h e i r n a m e
is becauseit addsperceivedvalueand consistency
to the company.It takesthem a step up: Sutter
H o m ei s n o t t h e u m b r e l l aa n v m o r e . "

Celsiadds,"There's a great degreeof product parity out there regardlessof the category,and
consumerswill buy the cheapestbrandfor a lot of products,sincethey all kind of performat the
samelevel.Takestore brandtomato sauce,for instance:It's not much differentthan namebrand
tomato sauceanymore,as opposedto ten or fifteen.yearsago wherethere was a markeddiffer-
ence.We wantedto ensurethat peoplesaw our brand marl<as a quality marl<in a sea of labels,
wherethere are very few brands,but a whole lot of bottleson the shelf.,,

M0D createdseveralconceptsthat did not deviatetoo far from the current pacl<aging.
"We
thought it shouldbe a very evolutionarymove,versusrevolutionary.
On a scaleof one to ten, it
didn't really make sensefor us to move past a three or a four.Thereis a tremendousamount of
equity and we didn't want to confusethe current consumers,"0sborneexplains.The Trincheros
also wantedto givethe whole brand a more upscaleimage.As a result,they haveimplementeda
new glassshapefor the 1.5 liter bottles,and they are movingfrom a screw top to a cork and
c a p s u l ef i n i s 6 .

D E S I G N I NBGR A N D S :
€
l abo v e l labovel
I h e n e x tp h a s e
i n t h ep r o c e s s T h ed e s i g n esr st a r t e idn t r o d u c i n g

w a sd e s i g n i nt hgew i n e[ a b e l s . t h et o g o t y poeno n el i n ew i t ht h i s

A t t h o u gt hhi sf i r s td e s i g [no o k s d e s i g nT.h i sa p p r o a cahl s o

v e r ys i m i l atro t h eo t dt a b e t i n c l u d eadp i c t u r e
olthe

d e s i g nt h, e r ea r es u b t l e T r i n c h efraom i l y".T h i sw a so u r

d i f f e r e n c eFso. ri n s t a n c a
e, f i r s ts t e pt r y i n gt o i n c o r p o r a t e

d i f f e r e nf ot n ti s u s e da, n dt h e theTrincheros
withSutterJ|ome,"

. c o l o rhsa v eb e e nm o d i f i e T
d .h e R e g e n b o gseany s .

T r i n c h eF
r oa m i lm
y embers

signature
wse r ei n t r o d u c ei ndt h e

b a c k g r o uansdw e t t .

lleftl
T h es i g n a t u rsee r i e sw a s

i n t r o d u c ei ndt h i sd e s i g nl t.

c a p l u r et dh eh e r i t a gwei t ht h e

c l a s s iw
c i n et a b e ts, i g n e b
d yt h e
pr opr ie t or s .
 with the Sutter Home word marl<,where it appearedas two
Osbornesays,"We experimented
stacled words. But we thought that particular type treatment lookedtoo old-fashioned,
so we
puttingit on one Iinewith a newtype treatment.They've
suggested had thatword mark for nearly
2O yearsand they thoughtthat's werethe equitywas,but we showedthem that they can still l<eep
their brnand word mark alonewasn't it."The designersalso suggesteddrop-
equity-the stacl<ed
ping an old Sutter Homeseal,as well as an illustrationthat had appearedon the label."You take

four or five little thingsout that add up to a big thing, but at the sametime you can't look at the
new designand not l<nowit's Sutter Home," Osborneacknowledges.

The new packageincludedthe addition of a "Signature" designatorfor the differentvarietals,

t f t h e p r o b l e mi s t h a t S u t t e r H o m e
s u c ha s S i g n a t u r eC h a r d o n n a yR. e g e n b o g eenx p l a i n s , " P a r o
was alwaysconsidered wine. Part of the solutionwas to elevatethe Sutter Home
a value-oriented
brand imageand perceivedvalue.Theywant to attract newwine drinl<ers
while retainingthe loyal

c o n s u m e rtsh e w i n e a l r e a d vh a s . "

A serif typefacewas usedfor the Sutter HomeWinery name,which givesthe wine a more upscale
f e e l ,a n d M 0 D h i r e da c a l l i g r a p h etro d i f f e r e n t i a t teh e v a r i e t a l si n t h e b r a n d ." C a l l i g r a p h ya n d
scriptsin generalare hard to read unlessyou do them correctly,so that was a challengingpart,"
labovel cabernet,and so on, have
Osborneadmits."And sincetheseare varietals,the nameschardonnay,
Ihe ctientswerereattydrawnto to be easyto read to mal<ea consumer'spurchasedecisionas easyas possible."
t h i sd e s i g n" .I h e yt i k e di t
T h e n e w l a b e lw o u l d a l s o e l i m i n a t et h e p a p e rn e c l <l a b e l - t h e r e ' sn o w o n e l a r g e ,c l e a r l a b e l .A
t ' sv e r yc l e a na n dw e
b e c a u si e
o a m i l yE s t a t e sn a m e . T h er e s u l t i n gd e s i g n
f o i l - s t a m p eedm b l e mw a s a d d e dc, a r r y i n gt h e T r i n c h e r F
t hdeT r i n c h ew
introduce r oo r d
of the Sutter Home Vineyardsbrand."We've increasedthe
is an elegant,upscalerepresentation
m a r kT. h ec l e a rl a b e r[ e a t l y
perceivedquality of the brand with the elegant label design,and by introducingthe Trinchero
s t o o do u to nt h es h e l fN
. o n eo f
F a m i l yE s t a t e sn a m et o t h e p a c k a g i n g ,C
" e l s is a y s .
t h ec o m p e t i t owr se r ed o i n ga n y -

t h i n gt h a tt o o k eldi k et h i s , "

R e g e n b o geexnp l a i n ls| .o w e v e r ,

t h e yw e r en o tf i n i s h e,du s ty e t .
" I h ec l i e n t d
s i d n 'fte e lt h e r ew a s
" T H E R EA' SG R E ADTE G R O
EEF P R O D UP
CATR I TOYU T
e n o u gohf a c o l o rb u r s o
t nt h e

l a b e [ - l h e r ew a s n 'at n y t h g
in OFTHECATIGORY.
THERIRIGARDTISS AI{DCONSUMERS
d r a w i nygo u re y et o i t . C o l oirs

s o m e t h i nt hge yu s e d[ a s t i m ea s
I U YT H IC H I A P I SBTR A NFDO RA t O TO FP R O D .
WII.B

a d i f f e r e n t i a it notrh ev a r i e t a t s , "
U C T SS,I N CTEH E A
Y I . IK. I 1 ' |ODFP E R F OA T H IS A M I
RTM
t h ed e s i g n e ar sd d s .
WIA N T ITDOE N S | JTRHEA T
tIVEI....W P E O PS
LAE WO U R

MARKIl'| A SEAOFI.ABEI.S,
BRANDMARKASA OUAI"ITY

BUTA WHOITLOT
WHIRETHIRI,ARI VIRYFEWBRANDS,

I S1 T
0 FB 0 T T L 0 ' l H ES H t t F . "

d6 D E S I G N I NBGR A N D S
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c o l o tr o d i f f e r e n t i at ht eev a r i e t a tasn dm a k et h ed e s i g sn t a n d

o u to nt h es h e t f".T h ec o l o r w
s e ' v ec h o s eanr ed i f f e r e nf rto m

w h a t h e yh a di n t h ep a s t l.t ' sa c t u a t taym e t a l l icco t o a

rs

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dmetaltize a p elri k et h e yh a db e f o r es.ot h e

c o l o r sa r et o n e dd o w na n dm o r es o p h i s t i c a t eRde, "g e n b o g e n
s a y sC
. atligraph
l ei ct t e r i nwg a sa t s oi n c o r p o r a tfeodr t h e

v a r i e t adl e s i g n a t o r s .

REDEStGNtNG gnnNo 8z
oR upDAlNGA WELL,KNowN
 MICHAELOSBORNE
DESIGN
GALLERY

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D E S I G N ] N GB R A N D S
 tteftl
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MICHAEL CONNELL, MEDIA ARTISTS, INC., ITALY iir
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irxiEjl

A brand is a brand is a brand.Whether it is a nicheor massmarket brand,the dynamicsof the brand func-
t i o n e q u a l l yI.t i s t h e e n v i r o n m e ni n
t w h i c ht h e b r a n dl i v e st h a t i s d i f f e r e n ta, n d t h a t c h a n g e tsh e r u l e so f h o w
it will impacta specificmarket.It helpsto think of brandsas peoplewith personalities,
charactertraits,styles,
a n d a n e n v i r o n m e ni n
t w h i c ht h e v l i v e .

I d e f i n ea n d v i s u a l i z e
t h e b r a n da n d i t s e n t i r eu n i v e r s ec,r e a t i n ga t o t a l b r a n de x p e r i e n caen d e n s u r i n gc o m -
p l e t e c o m p r e h e n s i of no r a l l d e c i s i o nm a k e r s ,a n d , m o r e i m p o r t a n t l yi,t s n i c h e m a r l < e tM
. y p h i l o s o p h yo n
B R A N D I N G T 0N I C H E M A R K E T Si s b y i n l a r s eE { I U A L T 0 T H A T 0 F M A S S M A R K E T B R A N D I N G . T n
fact, it is not the brandingprocessthat changesbut the way in which you do your RESEARCH,

The brandingprocessis a generaldisciplinethat helpsput the elementstogetherthat will identify and give
i n c e p t i o nt o a b r a n d .W h e t h e ro r n o t i t w i l l e v e nb e a m a s sm a r k e tb r a n dw i l l b e c o m ea p p a r e n td u r i n gt h e
researchand definitionphases.

Niche brandsare built for specificmarketsand embody determinatequalitiesand characteristics,

while a
massmarketbrandmay be more ambiguous,
allowingbroaderinterpretation.
Sincethe target audienceis very
specific,you needto be specificwith your sample-use focusgroupsinsteadof broadtele-research.

A few factors that I personallybelieveare important in nichesamplesare:

1) Do your own homeworl<.

l(now the market well. Don't let the marl<eting
expertsdo all the worl<for you.

2) Participatein the sampleso that you can get an up-closeand personalunderstanding

of the sampleresults.
As designers,
we havea knackfor understanding
emotion-based
responses
and needto be presentto interpret
the unwrittenresults.

3) Onceyou haveclear directionfor your brand,test it. Get out of your office and tall<to peoplein the nrcne
m a r l < eY
t . o uw i l l b e s u r p r i s e db y h o w m u c h i n s i g h yt o u w i l l r e c e i v e .

4 Finally,I believethat in nichebrandingit is the detailsthat make the difference.

This is why you needto
be so involvedin the research.Anyonecan "generally"understanda market,but if you do not understandthe
u n d e r l y i n cgu l t u r eo f y o u r n i c h e i,t w i l l k i l l a n y h o p ef o r s u c c e s s .

W-i:sv\+iflr:
BRANDING
FORNICHE
ARKETS
 ROXAN
E PHARMACEUTICALS
BRAND BY THE DELOR GROUP

The DeLor Group,based in Louisville,l(entucky,has honed ln on a brand specialtythat most

d e s i g nf i r m s w o u l d s h y a w a y f r o m - p h a r m a c e u t i c a l s".l t ' s u n l i l < ea n y o t h e r i n d u s t r y T
. he
pharmaceutical
environmentis very regulatedand there are an awful lot of thingsyou can,t say,,,
l ( e n D e L o r ,p r i n c i p a lo f t h e f i r m s a y s ." l t ' s h a r d f o r p e o p l ei n t h e d e s i g nb u s i n e stso w o r l < . i n
pharmaceuticals
becauseyou haveto be tremendouslypatientand you compromisea lot. 1t tal<es
s i g n i f i c a n t lm
y o r e t i m e f o r l e g a l i t i e s - a n ds o m e t i m e si t ' s j u s t n o t l o g i c a l .I t o f t e n t i m e si s n , t a
good match for designersand that's why you don't see a lot of really great worl<beingdone in

the pharmaceutical
arena becausecreativesdon't want to investthat l<indof time in the details.,,

S i n c eD e L o r ' sf i r m h a s d o n ea l o t o f w o r k i n t h e p h a r m a c e u t i c a lr e n a ,h e d e c i d e dt o c a p i t a l i z e
o n h i s e x p e r t l s ea n d c o n t a c tc o m p a n i ehs e t h o u g h th a d a d e s i g no p p o r t u n i t yf o r b u i l d i n gb r a n d s
with specific levels of expertise, lil<e products associatedwith cancer or HIV. Roxane
Pharmaceuticals,
a leaderin the palliativecare industry,was one of the companies
the designfirm
t a r g e t e dw i t h i t s c a m p a i g nA. c c o r d i n gt o D e L o r", T h e g o a lw i t h p a l l i a t i v ec a r e i s t o m a k ep e o p l e
w h o h a v ec h r o n i ca n d p a i n f u li l l n e s s ecso m f o r t a b l ea,s o p p o s e d
t o b e i n gi n s u c hs e v e r ep a i nt h e y
can't take care of"themselves.
It's not a major blockbusterIike antibioticsor a cure for HIV, but
it's a way to live with theseillnesses
and managethe pain.,,

Although Roxaneoffers severaldrugs for palliativecare, it did not have a singlebrand under
which to marl<etthem. "After seeingsome of the other things we've done,they knew what they
needed,but they didn't know how to do it. Theyhad to somehowtie thesethingstogetherso wheri
t h e i r s a l e sp e o p l ew a l k e d i n f r o n t o f d o c t o r s t, h e d o c t o r sc o u l d h a v e a h o l i s t i cs e n s eo f t h e i r
p o r t f o l i o , "D e L o r r e c a l l s .

D E S I G N I N GB R A N D S
lL!llllq!!!14
a rlE

tr't "T_Y
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in Advaneed
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rain in I*vlAlDs

a.+.-
ox o[
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Jii::
RESCUE
# €d' 15
THERAPY
::i:.. i' JUSTAFEW
i.ii. *ia DMPSAWAY

'?h,;l

l a b o v el e. f t ,a n db e l o w l
I t ' sc t e a frr o mt h e s ev i s u a t(sa b o v et h) a t

R o x a ndei dn o th a v ea s t r o n gi d e n t i tiyn t h e
p a t l i a t i vcea r em a r k e t p t a T
c eh.ec o l l a t e r a l
m a t e r i aw
l se r et e x t - h e a vdya, r k a
, nd
u n i n t e r e s t iT
ngh .en e wb r a n di d e n t i t(yt e f a
t nd

b e l o wc) r e a t ebdyI h e [ ) e L o0r r o u ph, a sm u c h

m o r ev i s u aaI p p e ai nl p r i n ta p p t i c a t i o n s ,

e m p l o y i nc go l o r f ui tI t u s t r a t i oannsda c t e a n ,

o p e nl a y o u t .
lllustrations,
Joseph
Fiedler,
Linda
Frichtel,
Heather
H o l b r o o ak n
. dM i c h a eMI o r e n k o .

B R A N D I NI oGR N I C I EM A R K L I S 4 [ &
-- - -i!"
 "WE TRY TO HELPOUR CLIENTSUNDERSTAND
rnnr rHEy
oFpRoDucrs
wANrA sERrEs TO SELLUNDERTHATUMBRELLA or
LEAD ERS H lP, ANDrHArs wHArA BRAND
DoEs.'

I THECHALLENGE
]

t h a t t h e y r e a l l y h a d n ' t p u t t h e i r s t a k e i n t h e s a n dw i t h
" R o x a n eh a d c o m e t o t h e c o n c l u s i o n
p a l l i a t i v ec a r e .A l o t o f t h e c o m p a n i e tsh a t d e a l w i t h p a i n d r u g sd o n ' t r e a l l yh a v ea p o r t f o l i o .

R o x a n et h o u g h t s o m e b o d yn e e d e dt o a d d r e s sp a l l i a t i v ec a r e , " D e L o r d e s i g n e rl ( e v i nW y a t t
e x p l a i n s".l t ' s s o r t o f a h o t t o p i c - p e o p l e a r e w o r r i e d a b o u t a s s i s t e ds u i c i d eb e c a u s em a n y
p e o p l ei n c h r o n i cp a i n j u s t c a n ' t l i v e w i t h i t a n y m o r eY
. o u c a n m a i n t a i nl i f e w i t h t h e s ed r u g s .
P e o p l ed o n o t h a v et o d i e i n p a i n .W e w e r ec a l l e di n t o b u n d l et h i s a n d f i g u r eo u t t h e b e s tw a y t o
put this togetherand communicatethe message."

T h e r e ' sa l s oa s t i g m aa t t a c h e dt o t h e c o n c e pot f p r e s c r i b i ndgr u g st o p e o p l ei n s e v e r ep a i n .D e L o r

s a y s", A s y o u g o u p t h e i n t e n s i t yc h a i na s s o c i a t ewd i t h p a i n ,y o u g e t i n t o p r o d u c t sl i l < eM o r p h i n e ,
which are regulatedby the federal governmentfor use,even more than the standard Rx drugs.
G e n e r apl r a c t i t i o n e rasn d e v e nd o c t o r sw h o t r e a t c a n c e ra r e h e s i t a ntto u s eh i g h l yc o n t r o l l e ds u b -
stanceslil<eMorphinebecauseof patientsgettingaddictedto it and all the negativeattributes.
But the reality is, that happenslessthan five percentof the time."

i n t h e p a l l i a t i v ec a r ea r e n a ,D e L o rs a y si t ' s p r o b a b l yo n l y
A l t h o u g hR o x a n ed o e sh a v ec o m p e t i t i o n
one of three companiesthat is really committedto the productsthat treat not only the pain,but
productsthat deal with the symptomscausedby the pain medications.For example,there are

c o m p a n i e st h a t o n l y s e l l m e d i c a t i o ntsh a t d e a l w i t h t h e s i d e e f f e c t so f t h e p a i n d r u g s w h i c h
i n c l u d en a u s e aa n d v o m i t i n g .B u t , h e a d d s , R o x a n ei s t h e o n l y o n e t h a t h a s e s t a b l i s h etdh e
formality of the brand."What we're doing for Roxaneis makingthe equationthat they are the
l e a d e ri n t h e c a t e g o r ya n d w e e s t a b l i s thh a t l e a d e r s h ippo s i t i o nO
. t h e rp e o p l ea r e n ' tt a l k i n ga b o u t
i t i n t h e b r o a d e rs e n s eo f p a l l i a t i v ec a r e ,t h e y ' r et a l k i n g a b o u t i t i n t e r m s o f m a n a g i n gp a i n o r
managingsymptoms.We try to help our clientsunderstandthat they want a seriesof productsto
s e l l u n d e rt h a t u m b r e l l ao f l e a d e r s h i p
a ,n d t h a t ' sw h a t a b r a n dd o e s , "h e e x p l a i n s .

T h e D e L o rG r o u pu s e st h e s a m eb r a n d i n gf o r m u l aw i t h i t s p h a r m a c e u t i c a
c l i e n t sa s i t d o e sw i t h
i t s i n d u s t r i aal n d s e r v i c e - r e l a t ecdl i e n t s". F i r s t y o u e s t a b l i s ha f o c u so r p o s i t i o ni n t h e m a r k e t -
p l a c ea
, n d t h e n y o u b u i l da l l t h e p r o d u c t su n d e r n e a tiht t o s u p p o r t h a t p o s i t i o nS. o w h e np e o p l e

t h i n k o f R o x a n ew, e w a n t t h e m t o t h i n k o f p a l l i a t i v ec a r e ,a n d t h e nw e w a n t t h e mt o t h i n k o f t h e
products that worl< under that umbrella," DeLor notes.What typically happenswith these
p r o d u c t si s t h a t t h e d o c t o rw i l l k n o w t h e n a m eo f t h e d r u g s ,b u t w i l l n o t k n o w w h o m a l < etsh e

94 O t t ' O * ' t nt * o t o i l
 Oral MorPhtne
Advanced Cancer

l a b o va
e n dr i g h t l
S i n c ep a t l i a t i vcea r ei s s t i t [a r e l a t i v enl ye w

e r s o m ep h y s i c i a nt h
d i s c i p l i nf o s ,e s eb o o k l e t s
Mb,/
w e r ed e v e t o n teode d u c a t eh e ma b o utth e I
t r e a t m e natn, dg i v et h e mc l i n i c agI u i d e t i n feosr "

p r e s c r i b i npga i nm e d i c i nTe h. eD e L oG
r r o u ap l s o
d e s i g n et h
d ef o l d e sr o a l l t h em a t e r i a cl so u l db e
p r e s e n t et odp h y s i c i a n
i nso n eh a n d b
y undle.

lteftandbetowl
T oi n t r o d u ct he ec o n c e potf p a [ [ i a t i vcea r et o
p a t i e n tT
s ,h e0 e L o0r r o u pd e v e l o p e
a ds e r i e so f
l c h u r easn db o o k l e t "sT. h i si s a
e d u c a t i o nbar o
g o o dp r i m efro r s o m e b o d
wyh o ' sg o i n gt o b eo n
t h i sm e d i c a t i ot o
n ,h e l pt h e ma n dt h e i rf a m i l i e s

n dh a tp a l l i a t i vcea r ei s , "e x p l a i n s
u n d e r s t aw

W y a t ta. d e s i g n eornt h ep r o j e c t .
Kevin

::i1,1.i1.
w &

1-. anntotNc FORNTCHE

IMARKETS ]&l
.IT'SHARDFORPEOPLEIN THE DESIGN BUSINESS
TOWORK
INPHARMACEUTICALS
BECAUSE YOU HAVE TO
PATIENT o*Dyou
BE TREMENDoUSLY
COMPROMISE N LOT.''

elderlyin a lot of cases.But they were stereotypical

and it was almostcondescending.
We wanted
to broadenthe audienceherebecausepalliativecare isn't just for the elderlyor peopleat the ends
o f t h e i r l i v e s . T h e raer e c h i l d r e nt,e e n a g e r sa,n d m i d d l e - a g epde o p l eu n d e r g o i ncgh e m o t h e r a p y . "
T o b e t t e rr e p r e s e nat b r o a d e rm a r k e t - a n d n o t a l i e n a t ea p a r t i c u l a ro n e - i l l u s t r a t i o nw a s u s e d
becauseit is less subjective,easier to manipulate,and a much better way to communicate
Roxane'smessages.

A m o n gt h e t h i n g sT h e D e L o rG r o u pl e a r n e di ,s t h a t R o x a n eh a d a r e p u t a t i o n
a m o n gp r o f e s s i o n a l s
as an educationresource,but many of those peopledid not associateRoxanewith the products.

"A lot of pharmaceuticals

don't tal<eadvantageof the corporatebrand.Each producthas its own
logo and our researchshowsthat peopledon't know who makesthe individualproducts.We had
to un-brandthem and mal<ethem all one brand underthe Roxanename,"explainswyatt. one of
the ways they did this was through color. Roxane'scorporatecolor had been brown, but the
c r e a t i v e cs o n v i n c etdh e m t o c h a n g et h e i r c o l o rt o b l u et o s o f t e nt h e i r i m a g e .

I TMPLEMENTTNG
THESOLUTTON
]

T h e d e s i g nf i r m c r e a t e db r o c h u r e fso r t h e s a l e ss t a f f t o u s e a s a s e l l i n gt o o l . O n eo f t h e p i e c e s
discussesthe state of the union on palliative care. "lt doesn't promote any products.It just
discusses
the issues,"wyatt says."Sales forcesusedit to go in and sell a drug-they had never
g0ne in as a consultant,so we were trying to train them with thesenew tools and arm them with

t h e a n s w e r sa n d i n f o r m a t i o n
t o a d d r e s st h e d o c t o r s ' c o n c e r nasn d q u e s t i o nas b o u tt h e d r u g s . "

The overallpacl<age
The DeLor Groupcreatedfor Roxanehas raisedawareness
of palliativecare
and of Roxane'sleadershipand expertisein the category.But DeLor saysit's too soonto know
i f t h e b r a n d ' sr e v e n u e hs a v eb e e nd r a m a t i c a l l yi m p a c t e d".B r a n d i n gp r o g r a m sr e q u i r eb u i l d i n g
equity in the productor companyover a long periodof time. With Roxane,it is a whole new way
o f s e l l i n gs, o r e s u l t sc a n ' t b e m e a s u r e do v e rt h e s h o r t t e r m . B u i l d i n ge q u i t yr e q u i r e sp a t i e n c e *
for the long-terminvestment,"he explains.
P9r?':1el

'i..st$[liiiii'r'r

,ffi

labovel
EachRoxane
medication
needed
an
informatio
shn e etto e x p l a iw
nhathe
product
is andwhatit treats.The
d e s i g n e dr se v e l o p tehde s ep r o d u c t

to giveto
sheetsfor thesatespeopte
physicians.

lleftl
W y a tdt e s i g n et hd i sd i r e c t - m a i l

c a m p a i gt hna te n c a p s u l a t he ed

e n t i r eR o x a nper o g r a m
f r,o ma n

o v e r v i eowf p a [ [ i a t i vcea r et,o

s p e c i f iicn l o r m a t i o n t h e
p r o d u c t sh e m s e t v e s .
 THE DELORGROUP
GALTERY

l r i g h ta n do p p o s i tbeo t t o m l
E t iL i t t ya n dC o m p a np yr o d u c easd r u g

c a l l e dH u m a t r o pweh, i c hi s p r e s c r i b e d
p r i m a r i ltyo c h i t d r ewnh oh a v ea

g r o w t h o r m o ndee f i c i e n cTyo.m a k e

mno r ek i d - f r i e n d lTyh, e
t h em e d i c a t i o

0 e L oG
r r o u rpe d e s i g n tehdeH u m a t r o p e

a la t e r i a l"sW
c o l l a t e rm . ec a m eu pw i t h

t h ei d e ao f c r e a t i nagc l u bt h ek i d s
s y a t t" .T h e y
c o u l db e l o ntgo , "e x p l a i nW

b e c a m e ' H u m a t r o oapnedtrhse' y

r e c e i vaeb a c k p a cakn do t h efru ns t u f f . "

D E S I G N I N GB R A N D S
l abo v e l
T h eD e L oG
r r o u cpr e a t eadne n t i r e

c o m m u n i c a t ci oanmsp a i g
f onr
H u m a t oagn,i n s u l i pn r o d u c t ,

i n t r o d u c eb dy E l iL i t t yA. f t e r

e x h a u s t irvees e a r cahn dc o n c e p t i n g ,

t h ed e s i g n e cr sa m eu pw i t ht h i s

c o m p r e h e n sbi rvaen di d e n t i tsyy s t e m .

{*ql;N;,'.;;-;.*:1, [.
 REVAMPING
ABRAND
FROM
DOWN UNDER ,!

iliAUSTRALIA'SCHOICEiil ta

i l lB R A N D B Y S U T E RA N D S U T E R D E S I G NC O N S U L T A N T S . .

W h e n m a n y o f u s t h i n k o f A u s t r a l i aw
, e r e f e rt o t h e m o v i e" C r o c o d i l eD u n d e e . "H o w e v e rt h
, at
c o u l d n o t b e f u r t h e r f r o m r e a l i t y f o r n a t i v e A u s t r a l i a n sw h o t a l < et r e m e n d o u sp r i d e i n t h e i r
h e r i t a g ea n d r e l i s ht h e i r c o n t i n e n st u r r o u n d e b
dy t h e o c e a nS
. o ,w h e nt h e o w n e r so f t h e l ( - M a r t
stores there were faced with redesigningits independentbrand of soft drinl<s,aptly named
A u s t r a l i a ' sC h o i c e( A C ) , t h e y t o o l <t h a t t o h e a r t .A c c o r d i n gt o D o n n a B l a l < e l yf o, r m e r b r a n d
m a n a g e ra t l ( - M a r t ," T h e w h o l e i d e a i s t h a t i t i s m a d e b y A u s t r a l i a n fso r A u s t r a l i a n sa,n d w e
d i d n ' tw a n t t h e p a c l < a gt e . e o p l eh e r ea r e v e r yp r o u do f t h e i r o r i g i n ss, o w e t h o u g h t
o l o o kt o u r i s t y P
t h i s w a s a g r e a to p p o r t u n i t tyo c a p t u r eo u r c u l t u r e ' sv a l u e sa n d h i s t o r yt h r o u g ht h e p a c l < a g i n g . "

I n 1 9 9 8 ,C o l eM y e r st,h e c o m p a n yt h a t o w n sl ( - M a r t i n A u s t r a l i a( i t i s i n d e p e n d e n
f rto m t h e U . S .
chain of l(-Marts), had two reasonsfor redesigning
the soft drinl<pacl<aging:
Theywantedto go
w i t h a m o r e c o n v e n i e n t lsyh a p e dc u b e p a c l < a g ae n d t h e y w a n t e dt o c a p i t a l i z eo n A u s t r a l i a ' s
c u l t u r ea n d h i s t o r yi n h o n o ro f t h e f a c t t h a t t h e 2 0 0 0 S u m m e r0 l y m p i c sw e r eg o i n gt o b e h e l di n
S y d n e y" .A t l ( - M a r t w e s o l dA C i n w h a t w e c a l l e da ' s l a b ' - a n o l d f a s h i o n e cdo r r u g a t e b
doarding
p r o d u c t . T h a t 'tsh e w a y a l l s o f t d r i n l < w
s e r es o l di n A u s t r a l i au n t i l C o c aC o l ab r o u g h ti n t h e c u b e ,
w h i c h i s a m u c h m o r e a t t r a c t i v ea n d p r a c t i c a lp a c k a g e , "B l a k e l ye x p l a i n s".T h e s l a b p a c l < a g i n g
you couldn't store it in the refrigeratorbecauseof its awl<wardsize,and the
was unbecoming,
p r i n t i n gw a s v e r y c o a r s e . "

She continues,
"We also had a time when AC was very flat and it becamea very stagnantbrand,
s o w e w a n t e dt o r e - l a u n c ht h e d r i n k s a n d p u m p b a c l <s o m e o f t h a t b r a n d r e c o g n i t i o n
to the
consumer/
and move into the cube format.Therewere no advantagesto stayingwhere we were.
T h e s l a b p a c l < a g i nagc t u a l l y m a d e t h e p r o d u c t l o o l <m o r e g e n e r i c a
, n d t h e o l d l a b e l sw e r e
p u s h i n go u r b r a n dd o w n . "

,:ri:lr:..'
ea DES]GNIN
BGRANDS
labovel
T h eo l dp a c k a g i nt ogr A u s t r a l i a ' s

e a sb t a n da n do u t d a t e"dl t.
c h o i cw

d i d n ' ct o m m u n i c a
wtheow ew e r e -
a nA u s t r a l i abnr a n dm
, a d eb y
A u s t r a t i a nssa, "y s0 o n n aB l a k e l y ,

f o r m ehr r a n dm a n a g eorf K - M a r t

Australia.

BRANDINGFORNICHEIV]ARKETS
 I DEVELOPING
A STRATEGY
J
Blal<ely
was determinedto increasethe brand awarenessof AC throughthe redesign."lt was an
opportunityto sell the value of the brand through the packaging.We wanted to capture the
consumer'seye and be a little different," she says."And Australiadoesn'thave a lot of private
labels.We wanted to p lay up the tag line, Youcon't tostethe difference.Whypoy the differenceZ
It was
really informingthe consumerthat this tastesjust as goodas the nationalbrands,but you'regoing
to pay about 40 percentless."

D e s i g n ePr h i l S u t e ro f S u t e r& S u t e r D e s i g nC o n s u l t a n tws a s b r o u g h ti n t o c o n d u c t h e r e d e s i g n .

"Cole Myerswantedto showthe publicthat they are an Australiancompanynow and at the same
time they wanted the designdirectionto center around the greatestsporting event of the next
m i l l e n n i u m ,t"h e d e s i g n erre c a l l sA. n d w h a t b e t t e rw a y t o d o t h i s t h a n b y u s i n gA u s t r a l i a ni m a g e s
on the packaging?

However,as Blakelystates,some guidelineswere enforcedas far as which imagesto use."We

didn't want to focus on photosof say,Harbor Bridge,becausefrom a marl<etingpoint of view it
isolatessomepeopleif their city or town isn't on the case.The startingpoint of the ideawas there,
Australiafor Australians,but we didn't want to make it lool<like we were sellingto the tourists
c o m i n go v e rf o r t h e 0 l y m p i c s . T h a t 'nso t t h e i d e ao f t h e b r a n d , ,s, h ee x p l a i n s .

Suter went to varioussourcesto searchfor the sort of cultural imageshe thought were truly
A u s t r a l i a nT. h e f i r s t i m a g eh e f o u n dw a s a p i c t u r eo f a u t e ,a n A u s t r a l i a nc o l l o q u i a l i s m
for a
u t i l i t yv e h i c l eo r p i c l < - utpr u c l <".T h a t p a r t i c u l a rc a r w a st h e f i r s t A u s t r a l i a na u t o m o b i l e
designed
and producedhere,so everybodyis familiar with that here," Suter says."lt really depictedthe
starting point of GM in Australia," Blal<elyadds."This set the standardfor the rest of the series
of imageswe wantedto use.We decidedto tal<eaway the elementsof panoramictourist pictures
and bring it bacl<homeand tie it bacl<to the historyof Australia.And theseare imagesthat will
last and be rememberedforeverin our history."

D E S I G N I N GB R A N D S
lleftl
P h i tS u t e ur s e db l a c k - a n d - w h i t e
p h o t oos f i m a g etsh a tr e p r e s e n t e d

A u s t r a t i ahni s t o rfyo r t h ep a c k a g i n g .

T h i si m a g ei s o f a u t e - t h e f i r s t

A u s t r a t i a nu t o m o b i"l e
T .h eH o l d eins

a w e [ [ - k n o wi cno nh e r e ,S
" u t enr o t e s

lteftl
T h ep h o t oos nt h eD i e L
t e m oC
n rush
p a c k a g i nagr eo f J i l l a r o oasn d

a r mp e o p lw
J a c k a r o o s - t hf e e h ol i v e

. u t eer x p l a i n "sT, h e y ' r e

o f ft h el a n d S

s o r to f h e a r t py e o p lw
e h 0c a nl i v ei n

t h eb u s hT. h e yu s u a [ [ryi d eh o r s e s

a n dc o n t r ocIa t t t e . "

BRANDINGFORNICHEI!lARKETs
 I TMPLEMENTTNG
A SOLUTTON
]
i

Although some of the pictureswere hard to locate,Suter managedto cull enoughphotos of

Australianiconsto go on the differentAC pacl<ages.
He then workedwith Blakelyin the design
of the packaging.Sinceall the photoswere black and white,they decidedto play with colorsthat
correspondedto the soft drink flavors for each packageand they used the can as the brand
identifier.
"At first we had a monoto.ne
wash of the pictureof the can and it wasn't strongenough.
I t d i d n ' t s t a n do u t , " B l a k e l ys a y s". P h i l a n d I s p e n ta l o t o f t i m e s i t t i n gi n f r o n t o f t h e c o m p u t e r
m o v i n gt h e d i f f e r e n te l e m e n t sa r o u n d a n d p l a y i n gw i t h w h e r e t h e c o l o r s s h o u l db e o n t h e
p a c k a g ep a n e l s . "

Theydecidedto featurethe can againstthe black-and-white

bacl<ground,
which were the photos.
"l increasedthe sizeof the can and made it pop out on the packagingby adjustingthe angleand
dimensions,"Suter says."And when you see that as a mass effect on the shelf where the
packagesare stacked,the first point of contact your eyessee is the can, sincethe hero in this
product is the AC soft drink-the other elementsare secondary.,,

A l t h o u g hA C i s o n l y s o l d i n A u s t r a l i a nl ( - M a r t s ,r e s p o n s e
t o t h e n e w l yd e s i g n e dp r o d u c tw a s
immediate."When peoplewalked into the storesand first saw the AC shelves,
they said,'Wowl
What's that?"' Blakelysays.The only promotionalmaterialsthe store ran for the productwere
in-storepostersand catalogs,but there was an increasein initial sales.

"This productis an optionfor the consumerwho doesn'twant to buy or can't afford to buy Coca
C o l ao r P e p s io, r a p e r s o nw h o i s n ' t b r a n dc o n s c i o u sl (.- M a r t i s v e r y m u c ha f a m i l ys t o r ea n d w e
know the pacl<aging
is successfulto the extentthat children aren'l embarrassed
to carry an AC
c a n t o s c h o o l - w h i c h i s a b i g d e a l , " B l a l < e lcyo n c l u d e s .

trightl
A u s t r ailsi ak n o wansa s a i l i ncgo u n t r y
a n dw h e tnh eA u s t r a l itaena m
w o nt h e
A m e r i c aC' us pi t w a st h eb i g g e s t
s p o r t i negv e ndto w u
n n d ei n
r recent
history.

D E S I G N I N GB R A N D S
 tteftl
Since
Atstratia
is surrounrted
bythe
ocean,
therearevolunteer
lifesavers
w h oa c t u a tpl ya t r ot hl eb e a c h e s .
" T h epyo sftl a g sa tc e r t a isnp o t ss.o

i f y o u ' rsew i m m ibnegt w e tehno s e

f l a g sa n dy o u ' rient r o u h lyeo, u ' Ib e
s a v e dS. "u t esra y s".l { o b o d
h ya se v e r
drowned
in Australia
whohasswam
between
thettags,
sothisis a very
profound Thisphoto
image." is rlaterl
f r o mt h e1 9 3 0 s .

lleftl
0 u a n t awsa st h ef i r s ta i r l i n et o e v e r

l e a v et h es h o r eos f A u s t r a t ilat .i s

a t s ot h es e c o nodt d e sat i r l i n ei n t h e

wortd.

-"t
 " C O I EM Y I R S
W A N T ITDO S H O W

T H EP U B I . ITCH A TT H E Y
ARIAN

AUSTRATIAN
COMPANY
l'|OW,AND

AT'THI SAMETIMI THEYWANTED

THEDESION
DIRICTION
TOCTNTER

AROUND
THEOREATEST
SPORTING

E \ , E tO
'|F
TT H EN I X TM I I I " E N N I U M . "

l abo v e l
T h i sp a r t i c u t a
h ro r s ew o nt h e

Melbourn
Ceu pi n t h e1 9 3 0 sa,n di s a
p r o u di c o ni n A u s t r a l i ahni s t o r y .
" B e c a u sheew a ss os t r o n gt h
, ere
w e r ec e r t a i rna c e sw h e r eh eh a dt o

r u nu n d ear h a n d i c awph e r et h e y
l abo v e l
l o a d e hd i md o w nw i t hl e a dw e i g h ttso
R a i s i nagn dh e r d i nsgh e e p
h a sa l w a ybs e e n
k e e ph i me q u awl i t ht h er e s to f t h e
a w a yo f l i l ef o r A u s t r a l i af anr m e r s .
h o r s e sH. ew a sv e r yb i ga n ds t r o n g
A c c o r d i nt ogS u t e r",l n t h ee a r l yd a y st,h e
a n dp o p u l a rn. "o t e st h ed e s i g n e r .
f a r m e rds e c i d etdh a tc e r t a i snh e e p
would
s u r v i v ien t h i sc o u n t r ys ,ot h e yw e n to u t

a n df o u n d
a M a r i nsoh e e ipn S p a i nT.h e
e a r l ye c o n o mwya sb a s e d
o nt h es h e e tpo
g e tt h en a t i o n
going."

D E S I G N I N GB R A N D S
labovel
a l lt h ep a c k a g easr ep l a c e d
When

theypresent
together, a powertul

b r a n ds t a t e m e n" Ith. e s ei m a g e s

o f p r i d ei n A u s t r a l i a n s
i n s t i [a[ s e n s e

a n dr e i n f 0 r cAeu s t r a l i aC' sh o i caes

t h e i rb r a n d .S" u t esr a y so f t h es e r i e s .
 MAKING AN IMPACT
ATTHEN EWSSTAND

DYNAMICGRAPHICS
MAGAZINE
B R A N D R E D E S I G NB Y D G M I N , H O U S E D E S I G N E R S

The publishersof DynomrcGraphics

Mogozine(DGM)new they had a great product when they found-
ed the desl<top journalfive yearsago.It filled a nichein the marketplace,
publishing providinguse-
ful, creative,
hands-on
demonstrations
for beginning publishers
desl<top who createtheir own newslet-
t e r s o r p r o m o t i o n sT.h e m a g a z i n e 'dse s i g n e rasn d e d i t o r sp r o v i d ei n s p i r a t i o n adle s i g n a
s nd infor-
mativecontentthat DGMreaderscan actuallv use.

But in their haste to design,print, and distributethe first issueby its target date,the newly-
appointedDGM staff wasn't able to establisha strong brand identityand packagethe magazine
i n a w a y t h a t w o u l d n e c e s s a r i layp p e a lt o a d v e r t i s e r sa,s w e l l a s c o n s u m e r as t t h e r e t a i l l e v e l .
D G M p u b l i s h e rM i k e H a m m e r d e c i d e da c o m p l e t ed e s i g no v e r h a u lw a s n e c e s s a r yf o r t h e
magazine
to survive.

I THECHALLENGE
]

" W i t h t h o u s a n d so f m a g a z i n e cs o m p e t i n go n r e t a l l s t o r e s h e l v e sh, a v i n ga b o l d ,r e c o g n i z a b l e
p r e s e n c ei s e s s e n t i atlo s u c c e s s ,h" e s a y s .T n i t i ayl , D G Mc r e a t i v ed i r e c t o rT r a c e yW a r n e ra n d
p u b l i c a t i o nd e s i g n e rJ e n n i f e r H a m m o n t r e e - J o n ewse r e o n l y g o i n g t o r e d e s i g nt h e c o v e r
nameplate,but they soon realizedthat the magazineneededmuch more than a better-lool<ing
wrao0er.

D E S I G N I NBGR A N D S
laboveandleftl
T oi n c r e a sree t a isI a t e sa n da t t r a c t

advertisers,
DyntnitGrophic
(DGIU,
Mogozine wasin direneedof a
make0ver,
startingwithits cover.
The
o l dc o v edr e s i g ns,h o w n
h e r e[,a c k e d
a b o t ds h e l p
f r e s e n caen dh a da t i r e d

tagtine.

B R A N D I N GF O R N I C H EM A R K E T S
 the look,then we're goingto packageit better,"notes Hammontree-
"If we're goingto reclesign
i'

Jones. One of the biggest challengeswas the name itself. "lt's huge. We looked at other
and in most cases,the titles were one word in big,fat, bold,bright
magazineson the newsstands,
early on about changingthe magazinename,but
type," she adds.In fact, there were discussions
for bettei,or worse,theywere stuckwith it-there's too much equity in it.Theyalso had to retain
the publicationfrom its parentcompany,DynamicGraphicsInc.
the word Magozinetodifferentiate

came up with 50 iterationsof the coverlogo-stacl<ing

TogetherWarnerand Hammontree-Jones
the words,experimentingwith different typefaces,and emphasizingeither Dynomrcor Grophics.All
of the designswere postedon a wall and the entirepublishingdepartment,includingthe staff from
critiquedthe logosand narrowedthe list down to a few designs.
two other in-housepublications,
created.
Ironically,the logoeverybodylil<edthe most was the first one Hammontree-Jones

THESOLUTION
I IMPLEMENTING ]

then had to incorporateseveralother elementsin the name-

With a directionchosen,the designers
andMicrosoft
the Macintosh
p l a t er e q u i r e db y t h e p u b l i s h etro b o o s ta d a n d r e t a i ls a l e si,n c l u d i n g
Windowslogos,a brief table of contents,a listingof designsoftwarethat would be coveredin the
issue,the DGM web site address,as well as the tagline Auick,cool,creativeideasfor Mac ond PC'
',When the decisionwas madeto be more software-specific and go after advertisers, we had to

have it on the coverand make it clear that DGMwas behindMac and PC users.In the past we
cateringto a Mac audience,but with the redesignwe saw an opportunityto
were unintentionally
attract PC usersand advertisersas well," Hammersays.

A l t h o u g hi t w a s a c h a l l e n g feo r t h e d . e s i g n etros m a l < ea l l t h e s ee l e m e n t fsi t i n t o t h e t o p t h i r d o f

the magazinecover(which is the only part visiblewhen placedon the newsstandwith other pub-
u s i n ga g r i d s y s t e m".l t w a s t o u g ht o
, e y m a n a g e dt o s u c c e s s f u l il ny c l u d ee v e r y t h i n g
l i c a t i o n s )t h
integrateall that information,but we knew we neededall of it on the coverto pull more readers
in, particularlyif they are lool<ingfor a softwareprogramthey'reusing,"admitswarner.

The one advantagethe designershad over the competitionwas a clean,consistent,color palette

t h a t w i l l c h a n g ea c c o r d i n gt o t h e c o v e rp h o t o ." W e ' l l p i c k u p t h r e ec o l o r sf r o m t h e c o v e ri m a g e
says."Then those colors will be
plus blacl<,and use that on the cover," Hammontree-Jones

c a r r i e dt h r o u g h o utth e w h o l em a g a z i n e . "

I n a d d i t i o nt o p u m p i n gu p t h e c o v e ra n d i n s i d ep a g e sw i t h c o l o r a n d g r a p h i c st,h e d e s i g n e r s
and Warnercreatea varietyof themeddesign
deviseda better layoutsystem.Hammontree-Jones
(demos)for each issueof DGMthatare meantto inspirereadersand help them
demonstrations
improvetheir own designs.Becausethe demoscreatedfor each article lool<so differentfrom
wereactuallystartingfrom scratcheachtime they laid out an article,
issueto issue,the designers
theirworkflow
w h i c ha t e u p t o o m u c h o f t h e i r t i m e .T h e r e d e s i g nh e l p st h e d e s i g n e rsst r e a m l i n e
w h i c h i n t u r n l < e e ptsh e p r o d u c t i o no f t h e m a g a z i n eo n s c h e d u l e .

#
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Tracey
warner
a n dp u b l i c a t idoens i g n Jeer n n i f e r

H a m m o n t r e e - Jdoensei g
s n es d
everal
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w o r d se. x p e r i m e n w
t ei dt hd i f f e r e n t
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redesign
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=ERAPlliG$;:x*;
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BRAND]NG
FORNICHE
MARI(ETs 113
 *WITHTHOUSANDS
OFMAGAZINES
COMPETINGON RETAILSTORE
pREsENcE
HAVING A BOLD, REcocNtzABLE
sHELVEs,
lS ESSENTIALro succEss.

" I t ' s m u c h m o r e s t r u c t u r e d ,W
" a r n e ra d m i t s ." W e s e c t i o n e d
o u t t h e e n t i r em a g a z i n et o d e c i d e
where departmentsshouldgo, and how many pagesshouldbe devotedto features,and so on."

"We sat down and tried to figure out how to parcelthings so it would mal<esenseto us and be
h e l p f u lt o l h e r e a d e r , "R e n e eP h i l l i p s D
, G M ' sa s s o c i a t e d i t o r e x p l a i n s".T h e m a g a z i n ei s n o w
divided into four different sections:lmagine, Create,Explore,and Review.Thesesectionsare
c l e a r l yc a l l e do u t i n t h e t a b l e o f c o n t e n t ss, o i f r e a d e r sa r e l o o k i n gf o r s o m e t h i n gi n p a r t i c u l a r ,
say,demosor creativeideas,they can headstraightfor the Createsection.Or,if they're lool<ing
for specificsoftware instructions,they l<nowto look in the Explore section." in the table of
contents,each sectionis definedby a certain color,which is picl<edup and run in a gradientbar
a t t h e b o t t o mo f e a c hs e c t i o ni n t h e p u b l i c a t i o n . T hceo l o r b a r s u b t l yr e i n f o r c etsh e s e p a r a t e n e s s
of eachsection.

H a m m e rs a y st h e r e s u l t sf o r t h e s t a f f a r e i m m e a s u r a b l"ei t. c u t sd o w no n t h e d e s i g nt i m e J e n n i f e r
andTraceyspendon the magazinebecauseit's formattedin sucha way that doesn'trequirethem
to start from scratcheach issue.It also has a more cohesivelool<and it's much more compart-
mentalized,"he notes.The first re-designed
issuecame out in December1999, and alreadyDGM
Irightl
has pickedup new advertisers,
and retall salesare on the rise.
T a k i nsgo m eo f t h e[ o g o tsh e yh a dc o m eu p

w i t hi n t h ef i r s tr o u n do f c o m p sW
, arner

c rneeast ecdo v e r
a n dH a m m o n t r e e - J o

m o c k - u pt so s e ew h i c h[ o g ow o u t dw o r k

t h eb e s ta n dh a v et h em o s p
t o po nt h e

m a g a z i nr ae c k .I n a d d i t i otno t h el o g ot,h e

d e s i g n e ar sl s oh a dt o i n c o r p o r at theen e w

tagline-0uirt, cool,crealive
ideaslor Moc

& P C - a b r i e ft i s l i n go f t o p i c si n s i d et ,h e

w e bs i t ea d d r e s sa ,n ds o f t w a rper o g r a m s

t h a tw o u l db ef e a t u r ewdi t h i nt h ei s s u e .

7'4 D E S I G N I N GB R A N D S
 rl*@

x&Kepffii&ffi €
z
a

labovel
T h ed e s i g n e dr se t e r m i n tehda tt h et o pt h i r d

o f t h em a g a z i nwea st h ei d e asI p o tf o r t h e

n a m e p l attoea p p e asri n c et h a ti s t h eo n l y
!,

wwKelww
p a r to f t h ec o v etrh a ti s v i s i b l eo nt h e =
pn
n e w s s t a n}d| a. m m o n t r e e - J o l aeysew
d ith

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s ,c t u d i nwgh e t h eorr
z
n o tt o u s ea r o u n do r s q u a r d
e o tf o r t h el e t - ct
ter i in Grophiu.

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n a su l t i m a t ecl yh o s efno r t h e

c o v e sr i n c ei t i n c l u d easl l t h er e q u i r eedl e -

mentsin aneasy-to-read
format.
Thehierar-

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chyof information

e n dt h eM a c i n t o sa hn dW i n d o w s
taglina

l o g o sw e r ep u r p o s epl yl a c e a
d t t h et o po f

t h en a m e p l aftoer i n s t a nvti s i b i l i t y .

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r se n t o
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s f t h em a g a z i nTeh. ei n f o r m a t i o
i nn
t h eo l dt a b t eo f c o n t e n (t st o p w
) a sd i f f i c u t o
t f o l t o wa n d
i n c l u d et d0 om a n yg r a p h iec t e m e nat sn df o n l sT" h en e wd e s i g n
( b e t o wi s) m u c hc l e a n earn di t ' sd i v i d ebdy s e c t i o nsso r e a d e r s

c a ne a s i l yf i n dw h a t h e y ' r e
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0 t dt a y o u t
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Layouts
for DGI4changed
:': '
drastically
fromissUeto issue*they
lackeda visuafconiinuity whichmadedepartments difficult to identi!y,
Publishe Mri k el l a m m ewr a n t e tdh ed e s i g n etrosr e f r a i n
f r o mu s i n g , l
r i g h t - h a n0dp e n e r s u, c ha sl h eo n es h o w n h e r ea, n di n s l e a d , o p e n
'
e v e r ya r t i c l ea n dd e p a r t m ewnitt ha ' s p r e a d . ,

i--r-r---t
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a ,*--.
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ltrr,ri i\ rt! ,i t1..t!tl

Newlayout lahovel
I o g i v et h em a g a z i naem o r ec o n s l s t etnoto k .
Hammontree-Jo
anne
ds
w a r n eirn c o r p o r a taecdo r o sr y s t e m
t h a tc o i n c i d ewsi t ht h et a b t eo f
c'ntents. Forexample, corors usedin thetahteof contents"for a cortain
d e p a r t m eanrtea t s oe m p t o y ei nda c o l o rg r a d i e n t
a c r o stsh , eb o t t o m
of deparlmenl pages. Tomakethemstandapartfromfeaturqartjstes,
d e p a r t m et n
i t tl e sa r ep l a c e idn t h et o pt e f tc o r n e ra,n dt h e '
same
t y p e f a ci es n o we m p t o y ei nde v e r yh e a d t i n e
o f e v e r yd e p a r t m e ,n i .:
 UNIVERSITY
OF PIONEER
BRAND BY MURPHY DESIGN

PioneerStandardElectronicshas taken a fresh approachto employeeorientation.Not only does

the electronicsmanufacturerprovidetrainingthrough its on-siteschool,Universityof Pioneer,it
alsoencourages growththrougha progressive
employee programdesigned
to empowerand motivate
peopleto further their careerswithin the company.However,
the curriculummaterialsbing used
by the Universitywere not facilitatingand livingup to the dynamicnature of the program.

"We neededa tool to organizethe orientationand help peoplenavigatethrough it," says Doreen
training and developmentproject manager.
Dietsche, The previousmaterialswere containedin a
plain binder and the informationwas practicallyout of date before it could be assembledand

distributed.
"We wantedsomethingto excite,educate,and empowernew employees,
and to provide
them with standardizedinformation.A lot of employeeswere frustrated becausethey couldn't
f i n d t h e t o o l s a n d r e s o u r c etso h e l pt h e m i n t h e i r j o b s , " s h ee x p l a i n s .

Gayle Patterson,vice presidentof organizationaldevelopment,

foundedUniversityof Pioneerin
1993. Although there was a training departmentin place beforethat time, the new program
modelsitself after a real universitycompletewith a library,researchcenter,white papers,and a
s t a f f t h a t d e s i g n sa n d d e l i v e r st r a i n i n g W
. h e n M a r k M u r p h y ,p r i n c i p a lo f M u r p h y D e s i g nw
, as
brought in, he was initially hired to designan attractive-lookingbinder and some foldersthat
would containall the information.But he says,that notion was short-lived."We discovered
that
what they really neededwas a box that would houseseveralresources.
I wantedto combinevisual
and to give it a consistent
elementsand differentterminologythat was uniqueto the university,
look,"Murphysays."Essentially,wewantedtofocustheUniversity'smissionstatementandmal<e
it more user-friendly."

D E S I G N I N GB R A N D S
labovel
I o s u p p l e maenndts u p p oPr ti o n e e r
S t a n d aEr lde c t r o ntircasi n g
in
pr0gram,
aptlycatted
University
of
Pionee
t hr e
, c o m p anney e d et od
i m p l e m eans t a n d asr yds t eamn d
m a k iet m o r e
a c c e s s i tbol a
e[ [
e m p l o y eM
e su.r p h0ye s i g ns' o
s lution
wasto create
a boxthatwould
hotd
a l [t h et r a i n i nmg a t e r i a l s .

BRANDINGFORNICHEMARKETS
 .WEWANTED
SoMETHING
To EXCITE,EDUCATE,
AND EMPOWERruTw
ANDro PROVIDE THEMWITH STANDARDIZED
EMPLoYEEs,
INFORMATION.
A LoroFEMPLOYEEs
WEREFRUSTRATED
THEYCoULDN,T
BEcAUSE FINDTH E TOOLSAND RESOURCES
ro HELP THEM tNrHEtR
,oBs."

T o v i s u a l l yt i e t h e p r o g r a mt o g e t h e rM
, u r p h yc o l l a b o r a t e w
d i t h i l l u s t r a t o rS t e v eD i n n i n ow
, ho
renderea
d l l t h e i m a g e sf o r t h e l < i t .H e c r e a t e dt w o i l l u s t r a t i o nfso r t h e b o x a n dt w o f o r t h e b i n d e r ,
a n d t h e d e s i g n e rus t i l i z e dt h e m o n a l l t h e d i f f e r e n tc o m p o n e n tosf t h e l < i t ". T h e w h o l e i d e aw a s
t o d e v e l o pa n i l l u s t r a t i o no f p e o p l eh a r v e s t i n gf r u i t , " M u r p h y r e l a t e s ". T h e f r u i t r e p r e s e n t s
l < n o w l e d gaen d p e r s o n agl r o w t h ,s o t h e p e o p l ea r e c u l t i v a t i n go p p o r t u n i t ya n d s e c u r i n gi t a n d
w o r k i n gi n u n i s o nW
. e a l s ow a n L e dL h ei l l u s t r a t ; o ntso b e b r i g h LL, oc r e a t ei n t e r e sat n d d i s c o v e r y . "

D i e t c h s ea n d l ( e l l y C a r s o n m
, a n a g e ro f t r a i n i n ga n d d e v e l o p m e natt P i o n e e rw, e r e e n l i s t e dt o
organize
the massive
a m o u n to f i n f o r m a t i o tnh a t w a st o b e i n c l u d e di n t h e l < i t . T h edy e c i d e do n a
w h a t p e o p l ew o u l d p u l l o u t o f t h e l < i tf i r s t , a n d t h e n
h i e r a r c h yf o r t h e i n f o r m a t i o nt o d e t e r m i n e
M u r p h yp u t a l l t h e i n f o r m a t i o ni n a f o r m a t t h a t w a s a t t r a c t i v ea n d e a s yt o u s e ." M a r l < m a d e
e v e r y t h i njgu s t l < i n do f m e s ht o g e t h e r , D
" i e t s c h se a y s .

M a t e r i a l si n t h e l < i ti n c l u d ea b i n d e rc o n t a i n i n g
a l l t h e h u m a nr e s o u r c eisn f o r m a t i o n
andbenefits,
f o u r o r i e n t a t i o nb o o l < l e t sa, m a g a z i n ea, n d a c a r d g a m e . M u r p h y s a y s h e p l a n n e dh o w t h e
i l l u s t r a t i o nw
s o u l d w o r l <w i t h a l l t h e m a t e r i a l si n t h e l < i t ." W e c r o p p e ds p e c i f i cp a r t s o f t h e
illustrationsto use on the coversof the bool<lets
and the magazine,"he notes,

T h e k i t h a s b e e nv e r y s u c c e s s f uf o
l r t h e U n i v e r s i t y" E
. n " p l o y e eas r e i m p r e s s ew
d i t h L h ek i t a n d
h a v er e c e i v e di t v e r y w e l l . I t ' s a g r e a t w a y t o w e l c o m es o m e o n ei n t o o u r o r g a n i z a t i o an n d l e t
t h e m l < n o ww e w a n LL h e mt o b e s u c c e s s f u l ,D" i e t s c h se a y s ". T h e s a l e sa n d m a r l < e t i npge o p l ea r e
e x c i t e da b o u tt h e m a g a z i n eb e c a u s teh e y c a n u s ei t a s a s e l l i n gt o o l t o s h o wt o t h e i r c u s t o m e r s . "

M u r p h ya c l < n o w l e d gtehsa t t h e t r a i n i n gp e o p l ew e r ev e r y b r a v et o b r i n gi n a d e s i g n etro c o l l a b o

r a t e w i t h t h e m ." 1 g i v et h e m a l o t o f c r e d i tf o r c h a n g i n gt h e i r c u r r e n tw a y o f t h i n l < i n g
and dis-
c o v e r i n gh o w d e s i g nc a n i n t e g r a t ea n d p a c l < a gteh e i r m e s s a g teo m o t i v a t ep e o p l et o r e s p o n dt o
it," hesavs.
 l t e f ta n db e t o w l
l l l u s t r a t oSrt e v e
D i n n i nroe n d e r ef o
dur
i t l u s t r a t i ow
n sh i c hw e r ed i s s e c t eadn d

u s e df o r a l l t h et r a i n i n m
g a t e r i a lIsh.e
p e o p l he a r v e s t i nf rgu i lr e p r e s e n t

c o - w o r k e ar st a l Id i f f e r e nI et v e l s

w i t h i nP i o n e ewro r k i n tgo g e t h earn d

r e a p i ntgh eb e n e f i t s .

lleftl
A b i n d ear n ds e to f i n f o r m a t i o n a l

b o o k l e tasr ei n c l u d ewdi t h i nt h ek i t .

T h eb i n d em
r a t e r i a cl sa nb eu p d a t e d

a st h ei n f o r m a t i o
chn a n g eTs o
.save
m o n e ya.l lt h eb o o k l ecto v e rw
s ere
printeo
d n0 n ep r e s sf o r m w
. h i l et h e
i n t e r i o rws e r ep r i n t etdw o - c o r oorn

s e p a r a tf e
o r m sE. a c hb o o k l ehta si t s

o w ni l t u s t r a t i vi dee n t i tayn dc o l o r

scneme.
 "l 0rvt IPr0NEIRSTANDARD
REPRTSENTATTVESI

A I O TO FC R E D fI O
T RC H A N G I TNHGE I C
RURRI}|T

WAYOI THINKINOANDDISCO\'ERING
HOWDESIGN

C A NI I I T I G R A A
TTN DP A C K A G
T IH E I R
MESSAGE

I O M O T I V AP
TEI OPL
T IOR T S P O lT' |ODI T . "

lteftl
T h e0 a m eo f 0 r i e n t a t i o
wna s

develope
bdy M a r kM u r p htyo a d d

f u nt o t h ep r o g r a m
assigning
p r o j e c t so e m p l o y e ae ns d

e n c o u r a g icnagm a r a d e rTi eh .e

c a r d sa l s od o u b taes a p u z z l e -

w h e na l l t h ep i e c e as r ep u t

t o g e t h ei rt ,i s o n eo f D i n n i n o ' s

i llustrati
ons.

D E S I G N I NBGR A N D S
lleftl
ForPioneer
Mogozine,
Murphy
andhis

r ss e ds t o c kp h 0 t 0 g -
t e a mo f d e s i g n e u

r a p h ya n di t l u s l r a t i otnosb a l a n cteh e

f l o wo f i n f o r m a t i o
a n dl i g h t e u
n pt h e
c o r p o r am
t ei s s i osnt a t e m e n t .

lteftl
T h ee n t i r et r a i n i n p
gr o g r a m
istied
together
withtheillustrations.

notes,"Ylle
Murphy to give
wanted

t h eu n i v e r s i at yc 0 n s i s t e[noto k a, n d

thebrightcolorscreateinterest

anddiscoverv."

BRANDINGFOR NICHEMARKETS
 MAMMUTOUTDOORGEAR
BRAND BY MEDIA ARTISTS INC.

M a m m u t M o u n t a i n e e r i nb
ga, s e di n S w i t z e r l a n dh, a s b e e ni n b u s i n e sfso r m o r e t h a n a c e n t u r y
p r o v i d i n gh i g h - e n dm o u n t a i n e e r i negq u i p m e nat n d a p p a r e l .H o w e v e re,v e nt h o u g ht h e c o m p a n y

offeredpremiumquality,high-pricedproducts,the brandwas not livingup to that standard."They

are one of the top Europeanmountaineering
companies,but the brand had neverbeena priority
f o r t h e c o m p a n y / s" a y sM i c h a e lC o n n e l lc, r e a t i v ed i r e c t o ra t M e d i aA r t i s t s I n c . ( M A I ) , b a s e di n
Italy."They weren't payingattentionto the brand."

I n I 9 9 4 , M a m m u tb r o u g h ti n M A I t o e v a l u a t ei t s i m a g ea n d b r a n di d e n t i t ya n d d e v e l o pa b r a n d
p o s i t i o n i nbgr o c h u r ew h i c hw o u l dc o n t a i nb u s i n e spsh i l o s o p h i easb o u tt h e b r a n da n d t h e d i f f e r e n t
p r o d u c tc a t e g o r i e sC.o n n e lw
l a s i n f o r m e dt h a t t h e c o m p a n y ' vs i s i o na n d m i s s i o nw a st o " b u i l dt h e
w o r l d ' sf i n e s ta l p i n ea n d c l i m b i n ge q u i p m e n t .H
" o w e v etrh, a t v i s i o nw a s n o t b e i n gc o m m u n i c a t e d
in the marl<et.

"We lool<edat the brand,its brandassets,and how they were communicatingthe brandvisionin
t h e m a r k e t , "C o n n e l e
l x p l a i n s".T h e i r c a m p a i g n sa n d c a t a l o g sw e r e o v e r l o a d ew
d ith products,
colors,and information,but they werejust kind of there.Therewasn't any senseof logicor brand.
M a m m u tw a s p r e s e n t i n ag $ 5 0 0 t e c h n i c ajla c k e ta n d $ : S O p a i r o f t e c h n i c apl a n t sa t t h e s a m e
levelthat a mass-marl<et
brand might presentits products.So you build a very expensiveand
technicalproductand then at the end of the day you showcaseit like a classifiedad. It was l<illing
t h e b r a n d ' sv a l u e . "

M A I w a s n o t i n i t i a l l yg i v e nt h e j o b t o d e s i g nt h e c o n s u m ecr a t a l o g ,b e c a u s eM a m m u t w a s s t i l l
working with anotherdesignfirm. "This first projectwas l<indof a test to see if we understood
the market,and more importantlywhat we could bring to their brand," Connelladmits.For the
brochure,Connelland his associates
decidedthe bestapproachwasto presentabstractblacl<-and-
white product photographyside-by-side
with color action imageryand combine it with brand

D E S I G N I N GB R A N D S
l t e f ta n db e l o w l
M a m m u0tu t d o oGr e abr a d l yn e e d e d

a nu p d a t ebdr a n d
i m a g eT.h ea d sa n d
consume
car t a l 0 gf a
s i t e dt o r e p r e s e n t
t h eh i g hq u a l i t py r o d u c t sh ec o m p a n y

h a sb e e ns e [ [ i nfgo r t h el a s tc e n l u r y .
" I h ec a t a l o gt h
s e yw e r ed i s t r i b u t i n g
h a dl o t so f p r o d u c twsi t ht o n so f

c o t o r sb,u tt h e yw e r el u s tk i n do f

l h e r e - t h e r ew a s n 'at f a s h i osne n s e . "

s a y sM i c h a eCIo n n eo[ [f M e d i A
a rtists
I n c .( M A l )t ,h ed e s i g fni r mt h a te v e n -

t u a [ [ yr e v a m p et hdeM a m m ubtr a n d .

iljl1ltGld-ti, !*!,r:*3ffi
 . his project ook usto the
p h i l o s o p htye x t , b r i n g i n gt o l i f e t h e i r m i s s i o na n d v a l u ep r o p o s i t i o n" T
next step with the company,"he says."After we presentedthis projectthey beganto seeclearly
how they could visuallycommunicatetheir brand messagein the marl<et." llt

I n 1 9 9 5 , M A I w a s c o m m i s s i o n etdo d o t h e c o n s u m e rc a t a l o g a n d a d v e r t i s i n gc a m p a i g n - I
M a m m u t ' st w o m o s t i m p o r t a n tc o m m u n i c a t i o ncsh a n n e l s . T hdee s i g n e rfsi r s t e l i m i n a t e da l l t h e
to givemore importance
materialsand informationthat cloudedthe brand message,
unnecessary
t
to the key products."0ur brandingstrategywas to mal<ethe top productfrom each categorya
part of the brand message,
much like Porsche,Ferrari,and Prada might do. Productsex appeal
createsbrand image," Connellsays.

Along with Mammut's product managersand product designteam, MAI creativesassistedin

d e v e l o p i ntgh e p h i l o s o p hfyo r a l i n e o f c l o t h i n gt h a t w a s t o b e t h e i r s i g n a t u r es e r i e s".W e d o n ' t
developproducts,but we build the storiesaroundthem.We worked on colors and we pioneered
the idea to developthe Extremeseriesbecauseit supportsthe brandingstrategythat we were
, n d p r o d u c tw a s v i t a l i n p o s i t i o n i n g
i m p l e m e n t i n g ,C" o n n e l nl o t e s". T h e p r o d u c tw a s t h e i m a g e a
the brand.If you lookedat the marl<etat the time, everybodywas exhibitingbeautiful landscape
the sameand few were effectivelypresentingtheir products."
all lool<ed
imagery.They

In 1996, MAI continuedto evolvethis brand strategyby introducingimagerythat illustratedthe

challengesand rewardsof the sportsthat Mammut's productsare usedfor.TheAbsoluteAlpine
photosof the most renownedpeaksin the
campaignevolvedwith the additionof black-and-white
w o r l d , c l a s s i f y i n gt h e m a s A l p i n e ,w h i l e t h e M a m m u t p r o d u c tw a s s h o w n i n f u l l c o l o r a n d
c l a s s i f i ea
d s A b s o l u t eA l p i n e . I

"The messagewas clearly stating the vision of the brand," Connellsays."That year was a
continuationof the same concept,but upgradingit by bringingin new elements.When you're
building a brand it's key that you maintain continuity and that your brand messageremains
focusedovertime."

Followinggreat success
with the AbsoluteAlpinecampaign,Mammut decidedto differentiateand
e n h a n c et h e c o m m u n i c a t i o nf os r t h e c l i m b i n gp r o d u c t si n 1 9 9 7 ." F o r t h e c l i m b i n gc a t e g o r yw, e
developeda pay-off to support the launch of a new product innovation.To illustratethe new
technology,it was decidedto use artificial animalfur as the outer fabric,which in turn led us to

D E S I G N I NBGR A N D S
 " T H EP R O D U C
WTA ST H EI M A G EA. N D

PRODUCT
WASVITAI IN POSITIONIN6
T,'HE

BRAl'ID.IF YOUI.OOKTD
ATTHEMARKET
AT

T H I T I M T ,E V I R Y B OW
DAYSE ) ( t | I B I T I N G

BEAUTITU[
[At'|DSCAPE
IMAGERY.
THEYALI.

LOOKIDTHI SAMI ANDFEWWIREEFFEC-

T I t , E LPYR E S E N T
T IHl lTOI P
RR O D U C T S . "

laboveandleftl
I n 1 9 9 4M I a sg i v e nt h et a s ko l
, Aw

r e p o s i t i o n iM
nga m m u tb' sr a n di m a g e

a n dc r e a t i nagb r o c h u rt e
o support
t h ec o m p a n yp' o
s sition
I h. e d e s i g n e r s
c r e a t eadn u p s c a lcea t a l otgh r o u g h
t h eu s eo f b o t dp h o t o g r a p ihmi ca g e s

a n dr e v e r s i nt yg p ea g a i n st ht ed a r k

background.

l abo v e l labovel
C o n n ea[ [n dh i sa s s o c i a t a
e tsM A Ic a m eu p F o c u s i n0gnt h ee x t r e msep o r t se n t h u s i a s t s ,
w i t ht h eA b s o l u A
t el p i n e
c a m p a i gt on r e a l t y M A Ic a p i t a t i z oe ndt h eA b s o l u A
t et p i n e,
p u s ht h eM a m m ubtr a n da n ds h o wo f ft h e c a m p a i gfno,c u s i nogns 0 m eo f t h eg r e a t e s t
p r o d u c t"sW
. et o o ko nt h ei d e at o p r e s e n t m o u n t a pi ne a k si n t h ew o r l d". W es t a r t e d
t h e i rp r o d u c tass i f t h e ya r em u s e u m b r i n g i nign m o r ei c o n sa n dc o l o r tso
, "es a y s". W ep l a c e tdh ep r o d u c t s
p i e c e sh c o m m u n i c adti e
f f e r e nv ta l u e o
srfeatures
a g a i n st ht eb l a c kb a c k g r o uw
n dh i c hh e t p e d f o r e a c hp r o d u c tC
, "o n n eet Ix p l a i n s .
p o s i t i ot n
h e ma sh i g he n dh e c a u st he ec o t o r s

o f t h ep r o d u c t h
s e m s e l v ae rser e a l l yb o l d

a n ds t r o n g . "

BRANDINGFORNICHEMARKETS
 the conceptfor the Harnessthe Beast campaign,"explainsConnell."Using the visual of the
coupledwith a portrait of Mammut's star climber with his face painted
beasVzebraharnesses
w i t h z e b r as t r i p e sw
, e w e r e a b l et o t a l l <a b o u tt h e c o m m o nf e a r s h u r d l e db y s p o r t c l i m b e r sa n d
e s t a b l i s ha n e m o t i o n a l i n k b e t w e e nc o r e c l i m b e r sa n d t h e b r a n d . "O v e r a t h r e e y e a r p e r i o d ,
g a d e v o l v e df r o m s i m p l ep r o d u c ta d st o h i g h i m p a c ta d sw i t h m e s s a g eosf
M a m m u t ' sa d v e r t i s i n h
b r a n dp h i l o s o p h yp ,r o d u c te n d o r s e m e nat ,n d b r a n di m a g ea l l w r a p p e di n o n e c a m p a i g np a c k a g e .

Sincetheseproductsare primarily usedby extremesport enthusiasts,

Mammut's catalogswere
p a c l < ew
d i t h p r o d u c ta n d t e c h n i c a il n f o r m a t i o nr e l a t i v et o m o u n t a i n e e r i nagn d c l i m b i n g b
, ut it
cloudedand confusedthe presentation
of the products.MAI's team solvedthis problemby reducing
the numberof pages,allowingminimalproductsper pageand chromatic
the format and increasing
harmonybetweenthe productsand the scenicimagery.They also createda separateblack-and-
w h i t e p u b l i c a t i o np a c k e dw i t h u s e f u li n f o r m a t i o nh e l p i n gt h e c u s t o m e r s a f e l yu s e M a m m u t ' s
g e a r . T h e ssei m p l et a c t i c a ls o l u t i o n sr e t u r n e da w e a l t ho f b r a n dv a l u et h r o u g hi n c r e a s e pd r o d u c t

importance
a n d b r a n di m a g e .

B y t h e e n d o f 1 9 9 7 , M a m m u th a de x p e r i e n c egdr e a ts u c c e sisn s a l e sa n dt h e c o m p a n yh a d g a i n e d
a s t r o n gp o s i t i o ni n t h e h i g h - e n dm a r k e t ". T h e y h a d s t e p p e du p t o t h e b i g I e a g u easn d b e c o m eo n e
of the top brandsin Europe,not necessarily
from a size point of view,but as a dynamicbrand,"
C o n n e lsl a y s .B u t t h i s w a s n o t t h e e n d o f t h e s t o r y .

0 n c e M a m m u t s e c u r e dt h i s p o s i t i o nt,h e y r e a l i z e dt h a t t h e h i g h - e n dm a r l < eits a l i m i t e dm a r l < e t

w i t h l o w m a r g i n sa n d i t w o u l d b e d i f f i c u l tt o b e c o m et h e g l o b a lp l a y e rt h a t M a m m u t a s p i r e dt o
b e . T o g e t h ewr i t h M a m m u t ' sm a r k e t i n gt e a m ,M A I a n a l y z e d
t h e o p t i o n sf o r g r o w t h . T h ed e c i s i o n
was taken to sub-brandMammut, addinga new category,Mammut-Outdoor,
to the existingtwo,
M a m m u t - A l p i n ea n d M a m m u t - C l i m b i n gS. u b - b r a n d i n gM a m m u t w o u l d l e v e r a g et h e e x i s t i n g
brand equity and market momentum.Now the challengewas to differentiatethe new category
f r o m A l p i n ea n d C l i m b i n gw i t h o u tc o m p r o m i s i ntgh e h i g h - e n dp o s i t i o n l nogf t h e b r a n d .M a m m u t
c o u l d n ' tr e l yo n t h e p r o d u c t sa l o n et o s e l lt h e i m a g es, i n c et h e y ' r en o t d e a l i n gw i t h a $ 5 0 0 j a c l < e t
a n y m o r e".l f y o u l o o l <a t a P o r s c h ey,o u d o n ' t n e e da I o t o f s c e n e r ya r o u n di t . T h e p r o d u c ti s t h e
image.However,if you go to a lower-endproduct,yqu needa lot of hip-hoparound it to create
e x c i t e m e nbt e c a u s teh e p r o d u c t st h e m s e l v easr e n o t s o e x c i t i n g , "C o n n e lel x p l a i n s .

labovel " W e s t a r t e do f f b y d e v e l o p i nag n e w v i s u a lc o n l m u n i c a t i o nssi g n a t u r ea n d l a n g u a g ep,e r m i t t i n g

a w a r e n e os fsM a m m u tr'esv o l u -
T oc r e a t e the sub-brandto communicateits new marl<etoffering,making it a completeoutdoor brand not
t i o n a r cy l i m b i nhga r n e s sM, A Id e v i s eadn j u s t f o r t h e e x t r e m i s t ,t"h e d e s i g n esra y s". F r o m t h e t r e e - l i n eu p i s t h e a l p i n er e g i o nI.t ' s h i g he n d .

a dc a m p a i gt hna to n t ya ne x t r e mcet i m b e r F r o m t h e t r e e - l i n ed o w n i s w h e r et h i s n e w g r o u p ' sp l a y g r o u n w

d i l l b e . "T h e n e w t a g l i n et h a t i s

c o u t da p p r e c i a t"eW. ed e v e l o p e
a dn e w incorporatedfor consumercommunications
is Mammut0utdoor...For
oll wolksof life.fhe desiqners

c a m p a i gsnp e c i f i c a lf loyr c l i m b i nagn d , s u b - b r a n d etdh e M a m m u t l o g os o t h a t t h e i d e n t i t yw a s c h a n g e do n l y s l i g h t l y .

m o r es p e c i f i c a tftoyr,t h i sp r o d u c tn, "o t e s

Sincethe lower-tieredproductshavebeenlaunched,the companygrew more than 35 percentin
C o n n eT . ed e s i g n ear sl s or e d e s i g n tehde
t lh 1998 alone.Mammut is one of the fastestgrowingbrandsin Europe,and it is currentlyexpanding
M a m m uc ta t a l oagn ds t r e a m t i ntehde i n t o t h e U . S .m a r k e t . T h e r ies n o d o u b tt h a t t h e s t r o n gb r a n dp o s i t i o n i n dg e v e l o p ebdy M A I o v e r
i nl f o r m a t i toonm a k em o r er o o m
technica recentyears revivedthe century-oldcompany.
f o r t h eI r o d u c t s .

D E S I G N I NBGR A N D S
 al

l r i g h ta n dh e t o w l
, a m m udte c i d etdo r o t lo u ta l o w e r - p r i c e d
I n 1 9 9 7M
a dn e ws t r a t e gt yo
p r o d u c[ ti n e s, o M A Id e v e l o p e
it. "Wecameupwithdifferent
promote wayst0 get

d e a l e risn t ot h et r a d es h o w sa n dg e tt h ew o r do u t , "

C o n n eat [d m i t s" .N o wt h ep r o d u ci st n ' ts 0s e x ys, 0w e

u s e df r i e n d t i ecro t o r sa,n dt h ei m a g e rwy a sv e r yh i g h

of
s a t u r a t etdh,ep i c t u r easr eb t u r r e dg,i v i n ga s e n s e

m o v e m e nTt .h"ea d s ,a sw e [ [a st h ec a t a t o gasn d

p r o d u cbtr o c h u r easr,eI e s st e c h n i c a In dm o r e

c o n s u m ferri e n d ttyh a nt h ee x t r e mper o d u cptr o m o t i o n s '

" I I Y O UI - O OAKTA P O R S C Y
HOE ,UD O N ' T

N I E DA I O TO FS C E l ' | EARRYO U NI TD. T H I

IF YOU
IS THEIMAG[. HOWEVER,
PRODUCT

PRODUCT,
OOTOA IOWER-END A
YOUNEED

D TOCREATE
I . O TO T H I P - H OAPR O U NI T

E X C I T E M EBNETC A U STEH E P R O D U C T S

RII]Si O TS OT X C I T I N G . "
T H E M S E IA- V

BRANDINGFOR N!Cf: $Ai(-

 MEDIAARTISTSINC.
GALLERY

and[eft]
labove
W h i laen o t elde a d ei nr t h ew i n t esrp o r t s -
w e airn d u s t rKy2,r e q u i r eadc o m p l e t e l y
u n i q um
e a r k e t isntgr a t e gi nyo r d etro
successfu
[ al luyn ci thsn e wa p p a r[ei n[ e ,

I rrrrr{@ B l o oC s ,h i c ihs f o c u s eodna y o u n g

d ettw
E!I-r - t a r g emt a r k e"t0. u rh r o c h udr e s i g n
j u x t a p o sf u
end k sy h o tasn du n d e r g r o u n d
t ienygo u t h f us t ,r e e t
i m a g e rcyo,m m u n i c at h
i m a gceo m m o
anm o nt g
e e ntso d a yC, "o n n e t [
sayo
s fM A I 'dse s i ganp p r o afcohrt h eb r a n d .

W**l::xu::mlnJ
 lbetowl
a o c c ha a da b e a u t i f u l
F a s h i ohnr a n dC i n z i R
p r o d u cbtu tt a c k e tdh em e a nos f r e a c h i n g

i t s i n t e r n a t i o nca0tn s u m e "r sW. eb r e a c h e d

t h i sg a pb y d e v i s i nagp o i n t - o f - p u r c h a s e
r e e - s t a n d iw
i n, c l u d i nl g
pr0gram n gi n d o w

d i s p t a yasn da ne i g h t - p a gceo n s u m e r

t e a f t edt e p i c t i nhgi g h t i g hftrso mt h e

c o t l e c t i o ns ,a"Y sC o n n e t [ '

labovel
c a n u f a c t u rCear ,t a mC
F a b r im a io r p o r a t i o n ,

n e e d eadm o r eo r g a n i z eadn dc o n s i s t e n t
y .A Ir e s t r u c t u rtehdec o m -
b r a n dh i e r a r c hM
h et e x t i l e s
p a n y ' ps r o d u ct it n eb y g r o u p i nt g

i n t of o u rp e r f o r m a nccaet e g 0 r i easn' dg i v -
, h i c hi s
i n ge a c hc a t e g 0 ri tys o w nI o g ow
"We
u s e dt h r o u g h otuhteC a l a m ca ai m p a i g n .

elaborato
ende a c hl a b r i cg r o u pd, e t i n i n g

t h ei n d i v i d u qa ut a t i t i easn dp e r f o r m a n c e , "

e x p l a i nCso n n e Il [h.e n e w l yo r g a n i z e d
s eq u a l i t i eosf e a c hf a h -
b r o c h u reex p l a i nt h

ricin detail.

COi \ :
BRANDING
 S T E V E ND U P U I SP, R I N C I P AO
L FT H E D U P U I SG R O U P
W, O O D L A NHDI L L S C
, ALIFORNIA

per day.We live in an over-stimulated

0n the average,childrenseemore than 5,000 brandedmediamessages
societywhere new brandsand productsare constantlybeinggenerated.So when it comesto developingnew
b r a n d sf o r c h i l d r e ni,t i s n e v e ra s i m p l et a s k a n d i t i s v e r y u n p r e d i c t a b lY
e .o u n e e dt o f i n d o u t w h i c h b r a n d s
they respondto and, furthermore,which onesthey accept.

Understanding
this marl<etcan be very challenging-it is in a constantstate of change,so when it comesto

I creatingor revitalizingexistingbrandsmany issueshaveto be considered.The

most important aspectof the
i p r o c e s si s t o K N 0 W W H O T H E C U S T O M E RI 5 . D e s i g n e rasr e m o r e s u c c e s s f ui nl c r e a t i n gb r a n d st h a t t h e

target market will accept if they activelytal<epart in marl<etresearch.This includesactually observing

childrenin the age group and demographicthe brand is intendedto serve.With this understanding
we can
b e t t e rc o n n e c to u r c l i e n t s ' o b i e c t i v et os o u r c u s t o m e r s ' d e s i r e s .

B r a n d i n gf o r c h i l d r e ni s a l s oa d o u b l e - e d g esdw o r d ,b e c a u s yeo u h a v et o W I N T H E A C C E P T A N C E0 F T W O
C U S T O M E R S : T H EP A R E N TA N D T H E C H I L D . T h ep a r e n ti s l o o l < i nfso r b r a n d st h e y t r u s t w i t h p r o d u c t s
while the child is lool<ingfor productsthat are fun and entertaining.
that are,quality-and value-driven,

brandsalso needto be MARKETED T0 SPECIFIC AGE GR0UPS.You cannotbe everythingto

Ch1ldren's
everychild. For instance,you can create a brand that appealsto both gendersfor childrenup to the age of
four or five. But as they get older,there is a pretty clear split, so there are productsthat appealto the
specificsexes,lil<eBarbiefor girls and G.I. Joe for boys.

there is no guaranteethat it will have longevity.Constantevaluation

Oncea brand has beenacceptedby l<ids,
o f t h e b r a n dp e r f o r m a n c ae n d S T A Y I N G C O N N E C T E D T O Y O U RC U S T 0 M E R S w i l l s i v e y o u a n e d s e i n
this excitingand ever-changing
market.

D E S I G N I NBGR A N D S
BRANDING
FOR
cHl LDREN
 LINE
BUBBAPRODUCT
BRAND BY THE DUPUIS GROUP

b r a n d i d e n t i t i e sf o r
C r e a t i v e sa t T h e D u P u i sG r o u p a d m i t t h e y h a v e a l o t o f f u n d e v e l o p i n g
c h i l d r e n ' sp r o d u c t s - t h e i r b r a i n s t o r m i n rgo o m i s d e c o r a t e di n k i d s c o l o r s ,a n d i s f i l l e d w i t h a n
assortmentof toys.The groupevenhostsa l<ids'dayabout everysix monthsso the designerscan
observechildrenin action."We inviteall of our kids and their friendsto cometo the office and
s t a ya l l d a y , "s a y sS t e v e nD u P u i sp, r e s i d e nat n d c r e a t i v ed i r e c t o ro f t h e D u P u i sG r o u p ". W e g i v e
them toys to play with and watch them interact.It givesus the opportunityas designers
to be able

to seefirsthandwhat's going on. It's definitelysomethingwe focus on here-it's our specialty.//

so it was a great oppor-

"We had a coupleof jobs from Mattel that were runningsimultaneously,
tunity to bring the kids in," Richard Mantor,vice presidentof client servicessays."But it damn
n e a rk i l l e du s , " h e a d d sj o l < i n g l yD. u P u i sa l s oe n c o u r a g ehsi s c r e a t i v e tso v i s i t a n e a r b ys h o p p i n g
mall and toy storesto observechildreninteractingwith eachother,and to seewhat they purchase.
With this proactiveapproachand enthusiasmfor the children'smarket, it is no wonder The
b r a n d sf o r e v e r y t h i n g
D u P u i sG r o u p h a s b e c o m ea l e a d e ri n t h e k i d s c a t e g o r yd, e s i g n i n g from

c h i l d r e n ' s n a c k sa n d p l a c e sc h i l d r e nv i s i t ,s u c h a s B a s k i nR o b b i n st,o c r e a t i n gp a c k a g i n gf o r
B a r b i eC D - R 0 M sa n d o t h e rc h i l d r e n ' tso v s .

Tycoin 1998, many ofTyco'sexistingproductsneededto be updatedand

When Mattel purchased
e u P u i sG r o u pw a s p u t i n c h a r g eo f t w o m a i n p r o d u c tl i n e s
s o m eo f t h e l i n e sw e r ee x t e n d e d . T hD
in the Tyco conversion-the girls activity lines,which consistedof FashionMagic and the Plush
. a n t o re x p l a i n s",B u b b a w a s
l i n e ,w h i c h i n c l u d e da l i t t l e l < n o w nb e a rc a l l e dR e a lT a l k i n ' B u b b aM
a p o p u l a ri t e m a n d M a t t e l w a n t e dt o e x t e n dt h e l i n e ,s o t h e y b a s i c a l l y ' M a t e l l i z e d ' iat n d g a v e
t h e o l d p a c k a g ew a s n o t v e r y i m p a c t f u la n d d i d n ' t r e a l l y
B u b b aa l i t t l e m o r e i d e n t i t yb e c a u s e
speakto who this Bubbacharacterwas."

D E S I G N I NBGR A N D S
laboveandleftl
T h eI } u P u i0sr o u pi l l u s t r a t o
Art
N a n a k o n p a ndoi dm
t h e s ei n i t i a t
s k e t c h ef o
s r t h eB u b b o
a nB o a r d
p a c k a g i n0gr.i g i n a t ttyh,ed e s i g n e r s

w a n t etdo i n c t u dae g i r [o nt h e
p a c k a g i npgt a y i nw
g i t hB u b b ab,u t

t h e yd e c i d etdh a tw a s n 'st p e a k i n g

e n o u gtho B u b b a o
' sb n o x i o u s
p e r s o n a l i"t ly| .ei s n ' tj u s ta c u d d t y

t i t t t et e d d yb e a r ,s" a y sS t e v e0nu P u i s .
" l | e ' sa [ o u d - m o ubt ha c k s e a
d tr i v e r . "

L__:uqtfGigtlr,?I t\ . .ffi
 I

i
l r a n dw a s l < i n do f f l a t a n d i t d i d n ' t h a v em u c hd i m e n s i o n ,a" d d sD u P u i s*. i t d i d n , t
"The originab a
i
speal<enoughto the child and the excitementthat this productreally has." Mattel extendedReal
T a l k i n 'B u b b at o o t h e r c h a r a c t e r si ,n c l u d i n gB u b b ao n B o a r d ,G e t t i n ' w e t B u b b a ,a n d N a s c a r
Bubba.

A c c o r d i n gt o T o s h i oS h i m o d af,o r m e rd i r e c t o ro f L a r g e ,S m a l l ,P l u s h a
, n d A c t i v i t yp r o d u c tl i n e s
( L S P A ) a t M a t t e l ," R e a l T a l l < i n ' B u b baap p e a l e d
t o b o t h b o y sa n d g i r l s .I n i t i a l l y , T y ctoh o u g h ti t
would only appealto girls becauseit was cute and cuddly,but boys lil<edhim too becausehe,sa
j ol<ester."

T h e c r e a t i v et e a m a d m i t t e d l yh a d a l o t o f f u n d e v e l o p i ntgh e b r a n d .I n f a c t , B i l l C o r r i d o r iv, i c e
president/creative
director at The DuPuisGroupsays,"We sat around in brainstormingsessions
and laughed and joked, and we became Bubba. We helped develop his personalityfor the
packagingbasedon Mattel's foundationof RealTall<in'Bubba.The
conceptwas to havea sassy
passenger
with Bubbaon Board-a nightmareback-seatdriver.He's very obnoxious.,,

"Bubba's characterwas an issue,"saysShimoda."The name Bubbahas a southernconnotation,

b u t w e d i d n ' t w a n t h i m t o l o o l <l i k e a h i l l b i l l y H
. e ' ss h a r pa n d w i t t y ,a n d b e c a u s e
of that,he was
to be put in other situationslil<ethe Gettin'Wet and Nascarversions.,,
developed

A l N a n a l < o n p a n oem
x e c u t e tdh e i l l u s t r a t i o nfso r a l l t h r e e o f t h e p a c k a g e sa,n d N o b u k o6 o m i n e ,
the seniordesigndirector,acted as liaisonbetweenMattel and the creatives,mal<ingsure every-
thing was in l<eeping with Mattel's requirements. Shimodanotes,"The illustratordid a fantastic
j o b - i t w a s v e r yt o n g u e - i n - c h e e
wki t h k i d sa n d a d u l t s . , ,

The packagingwas turned into a jalopy completewith bugsin the radiator,a rag in the gas tank,
a n d b a n d a g e os n t h e h e a d l i g h t s . " T heen t i r eb o x h e ' ss i t t i n gi n i s p a r t o f h i s p e r s o n a l i t y . T h e r e , s
somethinginterestingon everysinglepanelthat speaksto that l<indof irreverentpersonainside,,,
D u P u i se x p l a i n s" .l t a l s og o t a w a yf r o m l o o k i n gl i k ea t e d d yb e a ro r a c u t e l i t t l et o y . T h eb r a n d i n g
spoketo the personalityof the toy and it has a much strongerappealon the shelf.,,

D E S I G N I NBGR A N D S
 Iteftl
S i n c teh ep a c k a g i fnogr B u b boan

d a sg o i n gt o h ea d i t a p i d a t e d
Boarw
j a l o p yt ,h ed e s i g n e cr sr e a t eadl o g o

t h a tl o o k s[ i k ea d e n t eudp [ i c e n s e
p t a t ej ,u s tb a r e l yc l i n g i ntgo t h e

s o l d i n igt i n p l a c e
s c r e wh

lteftl
N a n a k o n p a ncor ema t etdh i ss p l a s h y

l o g of o rG e t t i n ' WBeut b bian

P h o t o s h o" W
p . er e a l l yw a n t etdo

c a p t u rteh ee s s e n coef t h et o y .s i n c e

i t c a nb et a k e ni n t h eb a t h t uobr

s w i m m i npgo o l ,e" x p l a i nDsu P u i s .

lrightl
F o rN a s c aBr u b b at h. ed e s i g n e r s

c r e a t erda c i n ge t e m e nttosg oo n

t h er a c ec a rp a c k a g i nSgi.n c e

M a t t eaIt s oo w n s] | o tW h e e l si t,

w a sa n a t u r at oI i n c l u dteh a to n

t h ep a c k a g i nwgi t ht h el ' l a s c a r

[ o g oa n da b t a c k - a n d - w h i t e

c h e c k e r el tda g .

BRANN
D Gr O * C n ' r O * e r ' - - " " $ $
 In fact, the packagehas becomepart of the toy, becauseinsteadof throwing it in the garbage,
m a n yc o n s u m e rls< e ptth e j a l o p yb o xa s a h o l d i n gp l a c ef o r B u b b a . " R e aTl a l k i n ' B u b b a 'ssu c c e s s o r s
were very successfulmainly due to the pacl<agingbecauseit was part of the personality.
that lookedat it really liked it becausewasn't an ordinarystuffedanimal package,"
Consumers
S h i m o d ae x p l a i n s .

T h e p a c l < a g i nf g
o r G e t t i n ' W e t B u b b ai s f i l l e d w i t h c o l o r f u li l l u s t r a t i o ncsr e a t e db y N a n a ." l t ' s
s u c ha b u s yp a c l < a gaen d i t ' s f u n - i t ' s a l m o s tl i l < ea F i n dW a l d o , "M a n t o rs a y s ". T h e w h o l ei d e a
was to translatethis same personalityinto an underwaterguy-a toy l<idstake in the bathtubor
p o o l , " C o r r i d o r ir e l a t e s .

A naturalextensionto the linewas NascarBubba,becauseas DuPuisrelates,"You tal<ethis irrev-

erent characterand he's going scubadiving,and you know he's goingto go to the races.I thinl<
Nascarwas a given."Mattel got permlssionto licensethe Nascarlogo,and it fits nicelywith the
. a s c a rB u b b aw e a r sa h e l m e ta n d i t s p a c k a g i n gi s r e m i n i s c e n t
c o m p a n y ' sH o t W h e e l sd i v i s i o nN
of a race car.

T h e B u b b a l i n e sh a v e b e e nv e r y s u c c e s s f usli n c et h e r e l e a s eo f B u b b a o n B o a r d i n 1 9 9 8 - i t
becamethe numbersevensellingtoy."Any Bubbasafter RealTalkin'werevery successful
mainly
due to the pacl<agingS
, "h i m o d as a y s ." [ T h e D uP u i s G r o u p Ju n d e r s t o o dM a t t e l ' s m a r k e t i n g

objectives."

D E s t G N t NeGn n N o s l
 rHEpAcKAGE
HAsBEcoMEPART OF THE TOY, BEcAUsE
INSTEADOF THROWING
IT IN THE GARBAGE,
MANY
ONSUMERS eox AS A HOLDINGPLACEFoRBUBBA.
KEPTTHEfALoPY

I o p p o s i trei g
, h t a, n db e l o w ]
I h e p a c k a g i nf ogr a l [t h r e eB u b b a s
p r o v etdo b ev e r ys u c c e s s fsuet t l i n g

p o i n t sN. o to n l yd o e si t h o u s teh e

p r o d u c t ks i,d sc o n s i d ei tr p a r to f t h e

t o y .N o t i c h
e o wn os p a c ei s w a s t e od n

a n yo f t h ep a c k a g e s - e v epr ya n eils

b r i g h t lcyo l o r eadn dl o a d ew
d i t hf u n
images.

*&
f*-*^*-JG ro- *,trDR*
 EXPERTADVICE
FRoM
THE DUPUIS GROUP

:ill:'"

'THE DUPUISGROUP

T h e D u P u i sG r o u ph a ss u c c e s s f u ldl ye v e l o p ebdr a n ds t r a t e g i efso r s e v e r acl h i l d r e n ' ps r o d u c t so v e r

. u r u n d e r s t a n d i nogf c h i l d r e np r o v i d e o
r e c e n yt e a r s - i n f a c t , i t ' s t h e f i r m ' s s p e c i a l t y" 0 surclients

w i t h a k n o w l e d g ree s o u r c e ,s"a y sS t e v e nD u P u i sp, r e s i d e nat n d c r e a t i v ed i r e c t o ro f t h e f i r m . " W e

w a t c hw h a t ' sg o i n go n w i t h l < i d sa n d w h a t ' sp o p u l a rt o d a ya n d t h a t r e a l l yg i v e su s a p u l s eo f h o w
w e n e e dt o o o s i t i o np r o d u c t s . "

e f t h e s u c c e sosf a { o t o f t h e c h i l d r e n ' ps a c k a g i n w
" l t ' s g o t t e na l o t e a s i e ra s o f l a t eb e c a u s o g e've

d o n e - c l i e n t sn o w l i s t e nt o u s m o r e , " r e l a t e sR i c h a r dM a n t o r ,v i c e p r e s i d e not f c l i e n ts e r v i c e s .
g a n a g e r sg e t a l o t o f n u m b e r si n f r o n t o f t h e m ,b u t t h e y n e v e r
" B r a n d m a n a g e r sa n d m a r l < e t i nm
g e t t o t h e h o w a n d w h y . W h yi s t h i s p r o d u c ts e l l i n g ?H o w c o m et h i s i s a p h e n o m e n ot nh a t a p p e a l s

t o b o t h b o y sa n d g i r l s ?H o w h a st h i s h a p p e n e d ? "

" M a n y t i m e st h e c l i e n tw o n ' t l i l < ew h a t w e ' v ec o m e u p w i t h , b u t w e t e l l t h e m , ' Y o u ' r en o t s u p -

t h i s i s g e a r e df o r c h i l d r e n , " ' s a y sD u P u i s". T h i s i s p r o b a b l yo n e o f t h e
p o s e dt o l i k e i t b e c a u s e

b i g g e sct h a l l e n g ews e f a c e .B r a n dm a n a g e rtse n dt o b e l i e v teh a t t h e y l < n o ww h a t i s t r u l y b e s t ,a n d

, u t w e ' r ec o m i n gi n f r o m t h e v i s u a ls i d e W
s o m e t i m etsh e y a r e r i g h tf r o m t h e m a r l < e t i nsgi d e b . e're
n i t h t h e i r c u s t o m e r sb e c a u s e
f i n d i n gt h a t a l o t o f t h e m h a v e l o s t t h e c o n n e c t i o w of the day-to-

d a y s t u f f o f j u s t g e t t i n gt h e i r j o b s d o n e - t h e y d o n ' t h a v et h e t i m e t o g o o u t a n d e x p e r i e n cheo w
s a k et h e i r p u r c h a s e
theircustomerm decisions."

!$ - f;r;yr;;91ii,,:
lteftl
T h el } u P u i0sr o u pr e - p o s i t i o n e d

MattelF
' sa s h i oM
n a g i [ci n ew i t ha

l u t tp a c k a g i ns gy s t e m
t h a te x p r e s s e s
a m a g i c aflr,e e - s p i r i t es d
t y t eT. h e
d e s i g n e ur ss e db o l dp u r p l ea n d
yeltow
c o l o r so n - t h pe a c k a g i nt og
g i v et h ep r o d u csth e Ui m p a c t .

lleft andbetowl
B a s k iR
n o b b i nwsa n t etdo c r e a t e

a na r e aw i t h i ni t s s t o r e tsh a tk i d s
c o u t di d e n t i fayst h e i ro w n w
, ithout
c o m p l e t erleym o d e l i n
agnd
r e d e c o r a t ienxgi s t i nsgt o r e sT. h e

d e s i g n e cr sa m eu pw i t ht h en a m e

F r o z o naen du s e do u t r a g e ocuosl o r s ,
, dp r o d u cnta m e (sD i r &
g r a p h i c as n t

W o r m sS,k u l l i c i o ut so)s e c t i oonf f

t h ek i d s - o n tayr e ao f t h es t o r e .

l I t u s t r a t i ognisv ei c ec r e a m
flavor
d e s c r i p t oor snt h ew i n d o wasb o v e

t h ei c ec r e a m
f o r c h i l d r ew
n h oa r e
t o os m a ltlo s e ei n t ot h ed i p p i n g

c a b i n e tB
s .a s k i n - R o h bai tnsso

l a u n c h eadn e wl i n eo f k i d sb e v e r -

a g e sw
, h i c hT h eD u P u iGs r o u p

d e s i g n ecda, l l e dR a d i c aBIl a s t .

B R A N D I NF
GO RC H I L D R E N
 I n f a c t , T h eD u P u i sG r o u ph o s t sa l < i d s ' d a w
y h e r et h e y i n v i t ec l o s et o 2 0 c h i l d r e no f v a r i o u sa g e s
to spendthe day at the office and play with merchandise
that the firm is currentlydeveloping
brandingstrategiesfor.Thecreativesare able to glean informationfrom observingthe children's
play patternsas well as learn what kids of certain age groupsare drawn to, and the differences
betweengenderpreferences.

labovel "Play patternsare very differentfor boysand girls.Boyswant somethingvery active.Theyalways

M a t t eal s k e d
T h e0 u P u iG
s roup . i r l s l i k et o t a l l < , "M a n t o re x p l a i n s".O n g i r l s ' n o t e b o o l y<os u s e es o f t ,c u d d l y
w a n t t o b e m o v i n gG
creatures,and if you look at boys'notebooks
its aggressive,
duelingcreaturesor wrestlingstars-
t o g i v et h eP o t l yP o c k el ot g oa
i t ' s a l l d o n et h r o u g ha n i l l u s t r a t i v e
style."
f a c el i f t a n dg i v ei t a m o r e
l or oy kt o e n h a n c e
contempora D u P u i sa d d s ," l t a l s od e p e n d so n t h e a g e g r o u p W
. i t h t h e s o f t l o o k y o u ' r eg o i n gf o r t h r e et o f i v e
t h el i n e ' si m a g eT. h ed e s i g n e r s year olds,and it will lool<differentas they get older.Charactersare very importantwhenthe child

b e v e l eodu tt h ee d g e o
s ft h e is younger,but as they get olderithey don't relateto them as much."

t y p e f a caen da d d e d
shading
The hardestjob,the creativesadmit, is when a brand managerdoesn'tknowthe age groupfor the
w i t h i nt h el e t t e r st h
, e nb a c k e d
" i l l C o r r i d o r iv, i c ep r e s i d e nat n d c r e a t i v ed i r e c -
t a r g e tm a r l < e "t .Y o u l o o kf o r t h e c o r ea u d i e n c e ,B
i t u pw i t ha d r o ps h a d o two
tor explains."lf they don't havethat, we attemptto create it basedon their findings."
g i v et h eI o g om o r ep r o m i n e n c e
C o l o r sa r e v e r y i m p o r t a n ti n c o m m u n i c a t i ntgh e c o n c e pfto r c h i l d r e n ' p
s a c l < a g i nagn, d s o m e t i m e s
o nt h ep a c k a g e .
it's hard to l<eepup with the trends."Colors changedramaticallyfrom year to year-same with
graphics,D
" u P u i ss a y s ". T h i s m a r l < eits v e r y m u c hd i c t a t e db y t i m e * i t s w i n g sb a c ka n d f o r t h a

lot. That's why so many productsfail. This marl<etis extremelyfickle and if you're not right on
target you'regoingto lose."

"lt's incrediblyfast, especiallyin internationalmarl<etsand with the Internet," Mantor agrees.

"lf the big companiescan't get to the marl<eton time,they'vemissedit."

"Product life cyclesare pretty short. It could be popular now,but in a few years it's pass6.It's
constantlyrevolvinginto somethingnew," DuPuissays."You start to look at what's happening
w i t h o u r c h i l d r e n - t h e a m o u n to f m o v i e sa n d l i c e n s e dp r o d u c t st h e y ' r eb e i n gb o m b a r d e dw i t h
the l<indof disposabllitywe have for products.The competitionis
every day. It's disheartenlng
tough and there'sconstantlysomethingnew that kids want. That's why we are alwayshavingto
be on that edge and l<nowwhat's going on out there. You have to take risl<s.You can't be
c o n s e r v a t i vi e
n t h i s m a r k e tt o h a v ea m a i o r h i t o n v o u r h a n d s . "

ffi}-1ev:se*
)

I
I
I
Iteftl
" W i t ha t a r g eat u d i e n coef m o t h e rosf

c h i t d r eang e sf i v et o t e n ,w et o o ka
' c y b e r s p aNce intendo-esque'

a p p r o a ct oht h eo v e r a g
l l r a p h ilco o k , -
president
[)uPuis,
saysSteven of The

s r o u pT.h eC Y b e r J u i(c e
D u P u iG
i ndt h ed i g i t agt a l a xiyu i c e
embedde

s w i r ld e f i n etsh eh r a n dp e r s o n a l i t y .

labovel
T h eJ e w e l r0Ye s i g n eCrD - R 0w
Ma s
llew
in Mattet's
oneof five packages
l i n e .T h e0 u P u ids e s i g n e r s
Media "OURUNDTRSTANDINO PROVIDES
OTCHITDRTN
, e tt o o k i n g
c r e a t ead s h i m m e r i ni egw

b r a n dt h a ta d d e vd a l u ea n df u nt o t h e
RESOURCE.
OURCLITNTSWIT[| A KNOWLIDGE
p a c k a g i nagn ds e ti t a P a rftr o mt h e
A large WHAT'SOOINGONWITHKIDSAND
WTWATCH
otherC0sin the collection.
t hgep r o d u c l
s h o to f B a r b i ien t r o d u c i n
TODAYAND THAT REALTY
WHAT'SPOPULAR
t od
w a sp l a c e idn t h ef o r e g r o u n
of theBarhie
thestrength
leverage
U S A P U L SO
GIVES TO
E T H O WW E N E E D
br a nd .

P O S I T IP
ORNO D U C T S . "
 MARRIOTT
SODEXHO SERVICES
BRAND BY HANSON ASSOCIATES INC.

G i l H a n s o no f H a n s o nA s s o c i a t eIsn c . i n P h i l a d e l p h iwaa s f a c e dw i t h a u n i q u ec h a l l e n g w
e h e nh e
was askedto developa brand for a food servicedivisionof SodexhoMarriott Services,a new
p a r t n e r e dw i t h S o d e x h oi n 1 9 9 8 . B e c a u s e
b u s i n e stsh a t w a s f o r m e dw h e n M a r r i o t t C o r p o r a t i o n
he was worl<ingfor the schoolfood servicesdivision,the new brand neededto appealto two very
d i f f e r e n ta u d i e n c e st h: e c u s t o m e r sw, h o a r e t h e k i d s ,a n d t h e c l i e n t s w
, h i c h i n c l u d et h e s c h o o l
boardsand the districtsthat hire them.

t h a t w o u l d b e ' k i d p r e f e r r e dm
" W e n e e d e dt o c r e a t es o m e t h i n g , o m a p p r o v e d , " ' r e c a l lHs a n s o n .

"This is a very volatile target audience,becausel<idschange,and three years from now it's a
differentaudience,so we neededto developa brandthat could be updatedin a few years."

A c c o r d i n gt o J i m F i s h e rv, i c e p r e s i d e n o
t f Marl<eting
a n d P r o d u c t D e v e l o p m e natt S o d e x h o
Marriott,creatinga brandfor the schoolservicesdivisionwas an opportunityto contemporize
the

"l did not want to roll out

schoolcafeteriasystemand make it more appealingto its customers.
somethingthat just had bettersignage,"he says."lt has to havesubstance."

While Marriott has an outstandingtracl<record in the hospitalityindustry,this new partnership

. n d a l t h o u g hS o d e x h o( b a s e d
h a dt o b e h a n d l e dd e l i c a t e lsyo a s n o t t o d i l u t et h e M a r r i o t tb r a n d A
i n P a r i s )h a s a t h r i v i n g$ 1 0 b i l l i o nf o o d s e r v i c eb u s i n e sw
s o r l d w i d ei,t d o e sn o t h a v ea s m u c h
consumerrecognitionin the States,so the IVlarriottnamewas retained.

S i n c eS o d e x h oM a r r i o t t s e r v e sm o r e t h a n 5 , 0 0 0 s c h o o l si n t h e U n i t e dS t a t e s b, u i l d i n ga b r a n d
that would appealacrossthe board becameHanson'sprimary goal. "We felt if we understood
of our pitch," Hansonsays.An initial sessionwith
what the l<idswant,that would be the bacl<bone
a group of high schoolstudentsprovidedthe designerswith the informationthey neededto l<ick
off the oroiect.

D E S I G N I NBGR A N D S
Iteftl
T h ef i r s tc h a l t e n gf oer l | a n s o n

A s s o c i a tiensd e s i g n i nagn e wb r a n d

f o r S o d e x hMoa r r i o t ts' sc h o odl i n i n g

program
i s t o u n d e r s t a tnhdec u s -
t o m e r s{ 's t u d e n tm
s }i n d s eTt .h r e e
c o n c e pdte s i g nrse p r e s e n t itnhge

v a r i o ubs r a n dp o s i t i o nasn dp e r s o n a t i -

t i e s - s p o r t sh, o m e m a daen,dM T V -

w e r ep r e s e n l et oda c o r eg r o u po f h i g h

. h ep r e l e r r edde s i g n ,
s c h o okIi d s T

M T Vc,l e a r l a
y d d r e s s ec d
ustomers'
preferences.

Iteft]
A f t e rc a r e f uaI n a ] y s o
i sf t h e i ri n i t i a I
r e s e a r cH
h ,a n s oAns s o c i a tdeesv e l o o e d

l o u rd e s i ganl t e r n a t i v e a
s ,c hr e p r e -

s e n t i nag d i f f e r e nats p e cot f c 0 n t e m -

p 0 r a r yc u t t u r eT.h ef o u rd e s i g sne t s

w e r ed i s t r i b u t et ode i g h d
t ining
units
f r o mf o u rr e g i o nasc r o stsh eU n i t e d

lor quantitative
States testing.
With
morethan6,000
responses,
it wasctear
thatNumber
2 wasthepreferred
style,
pn
a s c h o s ebny s i x t y - s e v e e r c e notf

t h er e s o o n d e n t s .

B R A N D TrNoG
* .r ,onr* $
 "We foundout that all the l<idseat at convenience is just as important
stores;the socialenvironment
as the food as far as they'reconcerned;
and they like going placesthat are cool,,,Hansonnotes.
w h e n t h e l < i d sw e r e a s l < e d
w h a t t h e y t h o u g h tw a s c o o l ,t h e y s a i d M T V a n d s p o r t s . , , w ea l s o
learnedsomethingvery interesting-the bestfood is madeat homeby mom,which coincidentally,
they don't get that often anymore,"the deslgneradds.In addition,he learnedthat when l<idsdine
out, they most often go to dinersand family restaurants.

H a n s o n ' tse a m o f d e s i g n e rdse v e l o p etdh r e ed i f f e r e n d

t e s i g nd i r e c t i o n so r p e r s o n a l i t i ebsa s e do n
thesefindingsto presentto formal focus groupsacrossthe country.They includedhomemade,
sports,and MTV. Ratherthan dividingthe test groupsby geographylike East,central,and west

and upbringing-urban,rural,
Coast,the l<idswere dividedby their more immediatesurroundings
middleclasssuburbs,and affluentsuburbs."We assumethat kids in inner-cityChicagoare similar
to l<idsin inner-cityBostonor Los Angeles,samewith the other groups," Hansonsays."There,s
a c o m m o ng r o u n da c r o s st h e c o u n t r y . "

The designswere then presentedto two age groups*fifth and tenth graders.Overwhelmingly,
the
M T V l o o l <w a sc h o s e nA. s H a n s o nr e l a t e s",l n f o c u sg r o u p sy o u d o n ' t g e t a l o o k ,y o u g e t a m o o d . , ,
The designersthen createdfour designsbasedon the MTV look to test quantitatively.
"We did
what we call a beauty contestwith l<idsfrom eight schoolsacrossthe country-about 6/OOO
l < i d s ,H
" a n s o ns a y s A
. l l t h e d e s i g nw
s e r ec o l o r f u lv a r i a t i o n o
s f a c o n t e m p o r a rsyt,y l i s hl o o k .S i x t y -
sevenpercentof the kids zeroedin on one design.

The nextphaseof the projectwascomingup with a name.SodexhoMarriott'sbusiness

diningservice
is l<nownto its customersas CrossroadsCuisines,
so the companywantedto maintainthat name
f o r i t s s c h o o ls e r v i c e d
s i v i s i o n".T h e s c h o o ld i v i s i o ni s v e r y s i m i l a rt o t h e b u s i n e sdsi n i n gs e r v i c e .
The colorsand graphicsare different,but the conceptof a food court is the same,as wel as some
o f t h e p r o d u c t s ,e" x p l a i n sF i s h e r".M a r r i o t t i s t h e b u s i n e sssi d eo f t h e b u s i n e s s * o u cr l i e n t sk n o w
that but the customersdon't.Youwould neversaythe SodexhoMarriott Caf6,because
that doesn't
m e a na n y t h i n gt o p e o p l e . "

I
DEslGl.lf_GglND-L
I

labovel
T h et r a d ed r e s sa r c h i t e c t ui rnec t u d e d

w e l c o mi ed e n t i f i c a t isoi n
g n so, v e r h e a d

s t a t i o ind e n t i f i e rm
s ,e n ub o a r d s ,

r pd i s p t a yA
a n dc o u n t et o s .c o n t i n u o u s

a r c h i t e c t ua
r acIc e nwt a sd e v e l o p e d

t o i n c r e a sber a n dp e r s o n a l iwt yi t h

m a x i m ufm t yn dp r i c e
texibitia l abo v e l

efficiencies. 0 n c et h ed e s i g d
n i r e c t i owna sc h o s e n ,

a n a m en e e d etdo b ed e s i g n a tfeodr

t h es c h o odl i n i n gs e r v i c eP. t a y i nogf f

t h eb u s i n e sd si n i n n
ga m e -

C r o s s r o aC
dus i s i n e s - H a n saonndh i s

d e s i g tne a mc a m eu pw i t ht h en a m e

C r o s s r o aCdus i s i n eCsa f 6a, n dt w e a k e d

" W E l l I I D E DT O C R I A T E
S O M E T H ITNHOA T t h et y p ea n dg r a p h i cf so r t h eb r a n d ' s

retroimagery.
. D[ ' K I D P R T I E R RM
WOUIB EODM
,APPROVID.'

YO I A T I T
T H I SI S A V E R V I .A
ER G E
ATU D I E N C I .

B I C A U SKI I D SC H A N OAEN
, DT H R I EY E A R S

I R O MN O W
I T ' SA D I I F I R E A
NUT D I E l ' |SCO[W
. I

NEEDED A BRAilDTHATCOUIDBE
TO DEVEI.OP

U P D A TIINDA I E WY E A R S . "

;-l' ;li -tir-!]1l.:j-*

:$
 "In the food industryit's very hard to trademarl<or own a name," Hansonnotes."So we trade-
markedthe design,or image." Playingoff the name CrossroadsCuisines,
the designersdesignat-
ed the schoolservicesdivisionCrossroads
Caf6,so it would be more effectiveon the client sideto
sell the programtyet appealto the l<idswith the style of a trendy caf6.

F o o ds t a t i o n sw e r e i d e n t i f i e ds i m p l yb y f o o d c a t e g o r i essu c ha s P i z z a ,S a l s a a
, n d G r i l l ." U s u a l l y
what happensin food serviceand restaurantsis that insteadof havinga product,you havea menu
and the menu is drivingthe brand.In other words,a great restaurantis only as good as the food
it serves,"the designerexplains."And this is for kids-they see it everydayand the brand
becomesmeaningless
whereasthe food item doesn'1."
il
i' In additionto the brand havinga cool style, it neededto be functional and cost-effective.
The
ilr designerscreatedmenuboards,welcomesigns,countertopdisplays,as well as lively,colorful wall
coveringsto brighten up what is otherwisea plain-lookingcafeteria.The signs are computer-
generatedprintsthat are laminatedto Lexanfor durability.Theyare then magneticallymounted

to the walls,so in a few yearswhen the imagerylool<sdated,new graphicswill be generatedand

remounted.

The reactionto the brand has beenvery positive-both from the client point of view,as well as
the customers."lt's contemporary,it's energeticand the clients Iike it becauseit increasesthe
student participation.The kids can relate to this better," says Fisher,who also notes that the
peoplewho operatethe schoolcaf6 play an integralrole in its success.
"If they aren't happyor
excitedabout this, itls goingto show in the product.Themain thing I Iike is that we're treating
the customersas thoughthey havecompetitiveoptions."

D E S I 6 N I NBGR A N D S
l a b o va
e n dl e f t l
S i n c ea g e n e r iacp p r o a cwha s

d e t e r m i n leodr t h el o o ds t a t i o n

i d e n t i f i e rtsh,ed e s i g n e cr so m b i n e d

v i v i dc o l o r sa n dv i s u a l sc,o m b i n e d

w i t ho v a a
t n dt r a p e z osi dh a p e s

t o c r e a t teh es i g n a g e
T .h es i m p l e

nameidentifiers
attowed
for clear

r e a d a b i l iwt yh,i l ec r e a t i nign t e r e s t

a n df u n .

B R A N D I N GF O R C H I L D R E N 14*
 ':llli,

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rll;\rlll
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Cl
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ASSOCTATES
i:.HANSON x
tNC.
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e sa sa s k e d
to

e i n t a n dVi ao d k a b
u p d a tF ' sr a n di m a g e

f o r i t s N o r t hA m e r i c acnu s t o m e r s .
" M a r k er te s e a r ci h
n d i c a t et h
d a tU . S .

c o n s u m ewr sh op r e f e irm p o r t e d
premium
v o d k aw
s e r en o tb u y i n g

. a sp e r c e i v eads
F i n l a n d ilal w

f o r e i g nc.o t da, n dd i s t a n t G
, " i IH a n s o n

r e c a t t sT.og i v et h eb r a n da m o r e

r e f i n e idm a g e
a n db e t t esr h e l f
p r e s e n cteh,ed a r k[ a b ew
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f r o mt h eo t dp a c k a g i n( fga rr i g h t a
) nd

t h eb o t t l ew a sr e d e s i g n w
e di t ha

s m o o t hm, e l t e d - i ct e x t u r eS. i n c e
the

n e wb r a n di d e n t i tw
y a si n t r o d u c ei nd

A p r i t1 9 9 8F, i n t a n d i aU' s. Ss. a t e sh a v e

i n c r e a s e2d5f e r c e n t .
 lteftl
I a s t i n gk i t sw e r ed e v e t o p feodr

F i n l a n d i as 'asl e sr e p st o u s ea s a

s e t t i ntgo o t ". l t ' sa l o t l i k ea w i n e -

k i t - i t g e t st h ed i s t r i b u t o r s
tasting

a n db a r t e n d etr0st a s t et h e0 r 0 d u c t

a n dc o m p a ri e
t t o t h ec o m p e t i t i o n , "

. l lt h ec o m p o n e notfs
l | a n s osna y sA

t h ek i t f e a t u rteh em e t t e d - i ct eex t u r e

s e e no nt h eb o t t l e s .

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5.1
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a sw e l la sa d i s t i n c t i vI oeo kf o r e a c ho f i t s p r o d u cvta r i e t i e s - R e g u tLai rt ,e , t*, ri

h ep r e v i o u s l y - u spehdo t o g r a p h s
y .a n s orne p t a c et d
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5
*

' ..&F
r*o*0,'i''6Jil*il
 BRANDING
WEIRDNESS

YTV BRAND
BY BIG BLUE DOT AND YTV STAFF

W h e nY T V w a s i n t r o d u c e idn C a n a d ai n 1 9 8 8 , i t w a st h e o n l yc h i l d r e n ' b
s r o a d c a s t i nnge t w o r l i<n
t h e c o u n t r ya t t h a t t i m e .T h o u g hi t w a s e x t r e m e l sy u c c e s s f ui lt, d i d n ' t h a v ea n e s t a b l i s h ebdr a n d .

" l n t h e e a r l yJ " 9 9 0 sw, e r e c o g n i z etdh e n e e dt o c r e a t ea s t r o n gb r a n di d e n t i t ya n d d i s t i n g u i sohu r -

s e l v e sf r o m o t h e rn e t w o r l < s e, "x p l a i n sD o l o r e sl ( e a t i n g - M a l l e cn r, e a t i v ed i r e c t o ra t Y T V .

In 1992,after hearingScott Nash,founderof Big Blue Dot,speakaboutthe importanceof branding

to kids at the Promax/BDAconference,
YTV representatives
approachedhim to asl<for his help
i n d e v e l o p i ntgh e i r b r a n d ". T h e y a s l < e ud s t o c o n d u c ta n a u d i to f t h e Y T V b r a n da n d t a l l <t o t h e m
about how to developthe brand further becausethey felt they were growing,and they perceived
t h e r ew a s g o i n gt o b e c o m p e t i t i o n , N
" a s hr e c a l l s .

The first meetingwith Nashwas a delightfuleye-opener

for the YTV staff."Scott spol<ein-depth
a b o u tc h i l d r e na n d t h e i r p e r s o n a l i t i easn d w h a t y o u n e e dt o d o f o r l < i d sv, e r s u sa d u l t a u d i e n c e s .
W e w e r et h r i l l e dt h a t t h e r ew a s s o m e b o dw
y h o c a r e da b o u tt h e c h i l d r e n ' m
s a r l < elti l < ew e d i d ,a n d
that l<idsare not passiveviewers-they want to be entertainedjust lil<eeverybody
who recognized
e l s e , "l ( e a t i n g - M al el n s a y s .

" W e ' r e s o r t o f l i l < ec r e a t i v ev i s i o n a r l eisn t h a t w e c o m e i n , d o o u r w o r l <a, n d i f w e d o o u r w o r k

g o e so f f a n d t u r n s i t i n t o s o m e t h i n g r e a t , "e x p l a i n sJ a n C r a i g eS i n g e rp, r e s i -
w e l l ,t h e n e t w o r l <
d e n t o f B i g B l u e D o t .T h e c r e a t i v et e a m d e v e l o p e ad b r a n ds t r a t e g , a n d w o r l < i n gc l o s e l yw i t h
Y T V ' s c r e a t i v et e a m ,t h e y c a m e u p w i t h s o m ei c o n sa n d b r a n de l e m e n t tso h e l pd e f i n et h e Y T V
p e r s o n a l i tW
y . e c r e a t e da n e n v i r o n m e n t - ap l a c et h e k i d sw o u l dw a n t t o g o , " S i n g e rs a y s ". Y T V

w a s s o r t o f l i k ea h a n go u t w h e r el < i d w
s o u l dw a n t t o s p e n dt i m e . " T h eo n - a i ra n i m a t i o nfse a t u r e d
a t o a s t e rt h a t p o p su p g r e e nt o a s t ,a s o f a c h a i r ,a n d a d i n o s a u r - a l l c a r r y i n gt h e Y T V n a m e .

752 DESiGNING
BRANDS
l a b o v ae n dr i g h t l
" W I W E RT H A TT H E R E
E H R I T I -TI D
I n 1 9 9 2B, i gB t u eD o td e v e t o Pae d
WHOCARIDABOUI
WASSOMEBODY
v i s u abI r a n df o r Y T Vb yf o c u s -
strong
y I Va s a p l a c e
i n go ni c o n st o p o r t r aY NA' SR K ELTI K EW I
T l | EC H I I . D R EM
f o r k i d st o h a n go u t ." T h ei d e n t i t y
D I D ,A N DW H OR I C O G N I ZTIHDA I
d b i e c ttsh a te x i s t e d
w a sb u i t ta r o u n o

w i t h i na s p e c i f ipc l a c et h a tw a sY T V , " K I D SA R EN O TP A S S I V I E W E R S -
h f B i gB l u eD o t .
e x p t a i nSsc o tlt' l a s o
" B u tt h e yw e r ef u no b l e c t s[ i.k ea
T H E YW A N TT O B I E N T I R T A I t ' | E D

s o f a o, r t o a s t et rh a tp o p su pg r e e n I ID
IIKIIVERYBO
JUST SYI."
t o a s to. r a s k u l t o, r a d i n o s a u r . "

Iteftl
5ffi&& o n c ea g a i n e e d et d
I n 1 9 9 7Y, T V o
S@c f s c o m p e t i nnge t w o r k s
r e i n v e ni tts e t a
ffi
&Gq
6 .S:-
begae i n t oY T V 'rsa t i n g sT.h u s ,
nating
,,,", (ol 6
t h eW e i r dn e t w o rwk a sb o r n E
. ven
s ' @ ,@ h e i r dc a nb ei n t e r p r e t emda n y
t h o u gw
@#9,. d i f f e r e nwta y sB, i gB l u eD o td e v e t o p e d
+swffi a s t y l eg u i d ef o r Y T V 'dse s i g n e r s
Offi-{& w h i c hi n c l u d eadc o l o rp a t e t t e
t y, p e
rln@ffi
s t y t eg u i d e t i n easn,dg u i d e l i n oe nsh o w

a w e i r da t l i t u d el h. e B o o k
to create

d v e nh a sa " t o u c hs" o u n d
ol Weire

s y s t e ms.ow h e na c e r t a i inc o ni s

t o u c h eodnt h ea t t a c h epdt a s t i pc a n e [ ,
b l a s t so u t .
a c o r r e s p o n d si nogu n d

B R A N D I N GF O R C H I L D R E N
"Over the years I would seethem infrequentlyand get updatesas to what was happening.They
grew and got better programming,and they also developedthis teriific attitude for the on-air
promos-there's a quirl<iness
to the promosthat is very distinctive,,,Nashsays.

OVERI
ISTARTTNG

Thoughthe brand was extremelysuccessful,

over the years the competitionwas growing,and
imitators followed.\n 1997, Nash was called in to help the network updatetheir brand image
onceagain."Things really changedin the environmentbecauseof the increasedcompetition,"he
notes."The other networkswere copyingthe YTV style as well. So much so,that it was hard to
even distinguishit from the competition,and to complicatethings further,there were parallel
programmingissuesmakingYTV perceivedas the old brand.',

"When you add the cumulativeeffect of all thosethingstogether,it started to capturesome of

o u r a u d i e n c eW. e s a i d ' W e ' r en o t g o i n gt o s i t h e r ea n d w a i t f o r o u r a u d i e n c teo e r o d eW
. e ' r eg o i n g
to be proactive,"'l(eating-Mallenrecalls."lt was time to reinventourselves.,,

Big Blue Dot creatlvesdid a reassessment

of the YTV brand and lool<edat the emergingcompe-
tition that was attractingsome of YTV's audience."We lookedat one network in particular to
seewhy kids were tuning to it," Nashsays."And there was a clear reasonto be there.It wasn't
about beinga kids'network.It was a placethat offeredwhat kids wanted,which was cartoons.
Sincethere are so many networksclamoringfor kids'attention,we took our cue from that and
decidedto offer up something
that wasn'tpackagedfor kids,but offer something
that kidswanted.,,

Throughfocus grouptesting,the creativeslearnedto listenbeyondwhat the kids were saying,to

what they meant.For example,if a child sayssomethingis good,it's not necessarily
good."Good
is non-committalto most kids.It's not an expression
of great excitement,"Nashadvises."But if
a kid says somethingis funny,that's very straightforwardand makesa commitment.If a child
sayssomethingis weird, it's at least interestingto them."

Big Blue Dot'screativesdelvedinto the researchand came up with a brandingstrategy."Wewent

back to YTV and we told them to stop calling themselvesthe kid network,and start offering
something
k i d sw a n t .Y o uw o u l d n ' tc a l l c a n d y ' k i d sf o o d . ' Y o u ' d
c a l l i t w h a t i t i s , " N a s he x p l a i n s .
"We said that one of their great assetsthat they shouldpromote is'weird.'We suggestedthat
they shouldbecomethe Weird network,and that they deliveron that promise.,,

"When this was presentedto us, we sat bacl<for about five minutesand then everyonereally
bought into it," l(eating-Mallensays."At first we had a few reservations
about weird, but when
we started thinking about it, weird actually meant that we are funny, and quirky,and unpre-
dictable.It really reflectedour programmingand who we were.Therewas an eclecticfeel to this
weirdness,
which we loved."

Nashadds,"We presentedit sheepishly

becauseit seemedlike a risky notion,but they embraced
it. It was one of thosemeetingsyou hopefor,whereeverybodyis applaudingafterwards.Everyone
at YTV and Big Blue Dot,seemedto understandthat we could havea lot of fun with this."
T h e Y T V d e s i g n e r sc r e a t e d t h e o n - a i r a n i m a t i o n s t h a t h a v e e s t a b l i s h e dY T V a s t h e l e a d e r i n t h e c h i l d r e n ' s
t e l e v i s i o n p r o g r a m m i n g c a t e g o r y . H e r e a r e j u s t a f e w e x a m p l e so f t h e m a n y " p e r s o n a l i t i e s "t h e s t a t i o n h a s
a d o p t e d .D o l o r e sl ( e a t i n g - M a l l e no,f Y T V , s a y s ," 0 n e o f m y b i g g e s td e s i r e sw a s t o t a k e t h e i c o n so u t o f t h e k n o w n
i n t o t h e f a n t a s y .I r e a l l y w a n t e dt o g i v e k i d s a f a n t a s yt r i p a n d a p p e a lt o t h e i r s e n s eo f i m a g i n a t i o n . "

lahovel labovel l abo v e l

T h eR u b b eCr h i c k ewna sd e s i g n et od s h o wa i cr u s t a c eiasno n eo f t h en e w e r ,

T h eP h o t o nC T h eM a n i cM a c h i ni e
s t h et e c h n o l o g i c a l

i d eo f Y T Vl t. h e t p t e s s t y
m o r ev u l n e r a bst e m o r ek i d - f r i e n dilcyo n sl.t s c o o tl r a n s p a r e n t h y b r i do f a F o r m u l0an er a c i n gc a ra n dt h e

b o u n c easr o u ntdh eT Vs c r e e a
n n df i n a t l y s h e [t[e t sy o us e ei t s g l o w i nign s i d e s . n e x td o o rn e i g h b o ra' sn n o y i ndgo g ,B a r k y .

l a n d so n i t s b a c kp, r e t e n d i n
t hga ta t ti s f i n e

labovel labovel labovel

, ee x p l o r ei rs,a n u n u s u amI u s h -
M a r v i nt h l h e 0 c t o p uiss t h ec r a z yc r e a t u rt eh a th i d e s e i t yw a sd e s i g n ewdi t hg i r tp o w eirn
S p a cL

roomthatcanjump,fly, hoverandstickto u n d eer v e r y o n eb' es d .1 | ei s f r i e n d l yb,r i g h t , . e o o r thsa v ei t t h a ts h e ' st h er o b o t i c

m i n dR

w a l l sd u et o h i ss p r i n gj e
, tt u r h i n e
g i l t sa
, nd s a n t st 0 c o m eo u ta n dp t a y .
a n da l w a yw d u d e t tteh a tt { A S aAs t r o n a ust as w
space

s u c t i o cnu pb o t t o mM. a r v i n 'asl w a yes x c i t e d f l o a t i n og u t s i dteh e i rr o c k est h i pi n 1 9 6 9 .

a b o utth i n g sa n dt h a tc a nm a k eh i mr a t h e r

clumsy.

ltettl
d a n n i bi satIh eM a n iM
S r e eC c achine's
b r a i ncyo u s i A was
n .no v e r s i zberda i n
s u r g i c ailm i ndt ot h i sd r a g s t e r
l yp t a n t e
m o t o r c ybc ot ed tyo m a k iet t h i n kf a s t e r
t h a na c o m o u t e r .

, * o r o , r or o * i n l t o * t t I
 *SINCETHEREARE SO MANY NETWORKS
CLAMORING FOR
KIDS'ATTENTION,
wErooKouRcuEFRoM
rHArAND DECIDEDTO
OFFER
UP SOMETHING
THATWASN'TPACKAGED FOR
KlDs,BUroFFER
soMErHrr,rc
THAT KIDS WANTED."

W i t h t h e i r c o n c e p at c c e p t e dB, i 9 B l u e D o t w e n t b a c l <t o t h e t r e n c h e sa n d d e v e l o p ead W e i r ds t y l e

g u i d ef o r t h e n e t w o r lt<o f o l l o ww h i c hi n c l u d e a
s c o l o r p a l e t t ea, n d t i p s o n h o wt o k e e pt h e w e i r c l -
nessin perspectivewithout going overboard.The YTV creativeteam then ran with the concept,
d i s s e c t i n igt a n d l n v e n t i n g
w h a t w e i r dw o u l d I o o l <l i l < el.( e a t i n g - M a l l eand m i t s ", W e ' v et a k e nt h i s
weirdnessvery seriously.
It's a great focus for us, and there'sa lot of latitude,becauseyou can
continuouslyreinventweird." The new taglinefor the station becameKeepit weird.

W h e nY T V l a u n c h e W
d e i r d i n S e p t e m b e1r 9 9 8 , i t f o c u s e do n a n e wt a r g e ta u d i e n c e
aswell.The
old tagline was YouRule,and it was targetedto childrenagesnineto fourteen,but in reality six
to elevenyear olds were the base audience."with weird, we decidedto go bacl<to who we
a c t u a l l yr e a c h a
, n d w h a t w e ' v ed i s c o v e r esdi n c et h e l a u n c hi s t h a t n o t o n l yh a so u r s i x - t o e l e v e n -
y e a r - o l da u d i e n c ei n c r e a s e db,u t o u r n i n et o f o u r t e e nn u m b e r sa l s o i n c r e a s e de,v e nt h o u q hw e

w e r e n ' tg o i n ga f t e r t h e m , " s a y sl ( e a t i n g - M a l l e n .

S h o r t l ya f t e r l a u n c h i n g
W e i r d ,Y T V ' s r a t i n g ss t a r t e dt o i n c r e a s ed r a m a t i c a l l ya n d t h e n e t w o r j <
has increasedits audienceby 30 percent,which is 75 percentlargerthan the nearestcompetition.
T h eY T V d e s i g n e rcsr e a t e da d i s t i n c t i v e
l o o l <t h r o u g ht h e i r u n i q u ei l l u s t r a t i o n
s t y l ea n d a n i m a t e d
characters."we've got great art directors,producers,and designers,and they've created a
w o n d e r f u lw, e i r d l o o l <f o r Y f V , " l ( e a t i n g - M a l l esna y s .

S a l l yT i n d a l ,o f Y T V m e d i ar e l a t i o n sa, d d s ," T h e y o u n gl < i d s a y t h e y d o n ' t e v e nn e e dt o s e et h e

Y T V l o g o ,t h e yj u s t n e e dt o s e et h e i l l u s t r a t i o nasn d b a c l < q r o u n tdos l < n o wi t , sy T V . , ,

"They do greatworl<,"Nashsaysof YTV's creativeteam."They'rea verydedicatedgroupof people.

T h et o n e d o e s n ' ts o u n dl i l < ei t ' s a l l B i g B l u e D o t b e c a u s e
i t ' s r e a l l yY T V ' s c o m m i t m e ntto p a y i n g
o u t o n t h e b r a n da n d u n d e r s t a n d i nt h
g a t t h e y n e e dt o c h o o s ea c o u r s ea n d r u n w i t h i t . T h e yh a v e
t h e r i g h t p e o p l ei n p l a c et o t r u l y b u i l da b r a n dq u i c l < lay n d e f f e c t i v e l y , , , hneo r e s .

755 D E S t c N T NBG
RANDS
 l a h o va
e n d[ e f t ]

:,,:*,Xi::::::,:::t.1,,,:;t,:::,;::;,::;:r...:i::
P r o m sop o t sa r es e ta g a i n sf ut n k y ,

c o l o r f ubl a c k g r o u ncdrse a t ebdyt h eY T V

d e s i gtne a mT. h eu n i q usep i r adl e s i gins a

recognizab
e l e m e natt [o ni t s o w n a
,s
w i t ht h ei n s e citc o n ". K i d sk n o w
shown

t h e y ' rw
e a t c h i nYgT Vw h e nt h e ys e et h e

b a c k g r o u nT
d sh .a t 'hs o wb o l da n d

d i s t i n c t i vi tei s , "n o t e sS a l t yT i n d aol f Y T V

media
relaiions.

w.

B R A N DN G F O R C H I L D R E N t57
 l abo v e l
B i gB t u eD o th a sc r e a t esde v e r abIr a n d

i d e n t i t i eusn d etrh eN i c k e l o d eborna n d

r er i t s m a n yp r o g r a m m i n g
a r c h i t e c t uf o
v e n t u r eTsh. eG a m easn dS p o r tcsh a n n e( 0t a S )
bd
b r a n dw a sd e v e l o p e yB i gB l u e0 o ti n 1 9 9 9 .

0 e s i g n eMr i k eF a x o sna y s", T h ed i a m o n d

c o u l db ea l o t o f d i f f e r e nt ht i n g st,i k e
shape
o f a g a m eb o a r do r t h es h a p e
t h es h a p e ofa

b a s e b ad[ i[a m o n a
dn. di t c a nb ef i t t e di n w i t h

d i f f e r e nt et x t u r easn db a c k g r o u nddesp e n d i n g

o nt h ep r o g r a m
s u b l e cmt a t t e r . "

lahoveand[eft]
N o g g iins a c h a n n ealn dw e bs i t ec o - o p e r a t e d

b y N i c k e t o d eaonndC h i t d r e nT' e
stevision

W o r k s h ot opp r e s e nt ht e i rl i b r a r yo f p r o -
g r a m m i nsgu. c ha s r e r u n so f S e s a mSet r e e t .

I e dS m y k aat ,d e s i g n eornt h ep r o j e cst a y s ,

" Al o t o f t h ed e s i g w
n a sd r i v e n
a r o u ntdh e
l o g oi n t e r m so f s p l i t - s c r e eenl e m e n tTsh. e

l o g oi s a l w a yisl l u s t r a t eodnt h el o w e rh a l fo f

t h ek i d ' sf a c ea n dt h et o pp a r tc a nb ea l m o s t

anythinb
gu, ti t n e e d tso c 0 m p l e t he eh e a d . "

rl8 DESTGNtB
NRGA N D S
BIG BLUEDOT
GALLERY

laboveand[eft]
N o to n t yd i dt h ec r e a t i v edse v e l oopn - a i r

i d e n t i t i etsh,e yl r a n s l o r m e
t hdeY I Vl o o kt o
p r i n tf o r i t s m a g a z i nWe h o ol t! i s p a c k e d

w i t hg a m e sY, T Vt r i v i a a, n du p c o m i n g
p r o g r a m m iinngf o r m a t i o n .

B R A N D I NF
GO RC l I I L D R E N 1 5 9
 B GD e s i g n Fitch Michael 0sborne Design
157Yesler Way,No.316 103500lentangy
RiverRoad 4 4 4 D e H a r o ,S u i t e 2 0 7
Seattle, 98104
WA Worthington,
0H 43085 S a n F r a n c i s c oC,A 9 4 1 0 7
206-652-2494 614-84t-2r23 475-255-0125
www.modsf.com
BIG BLUE DOT HansonAssociates
Street
63 Pleasant 133 GrapeStreet SME Power Branding
' Waiertown, 02472
MA Philadelphia,
PA 19127 2 8 W . 2 5 t h S t r e e t ,5 t h F l o o r
6L7-923-2583 215-487-705r N e wY o r k , N Y 1 0 0 1 0
www.bigblue.com 2L2-924-5700
LeapfrogDesign randi ng.com
www.smepowerb
The BonseyDesignPartnership 200 Adelaide St.W.,Ste.400
179 RiverValleyRoad Toronto,0N Sterling Group
r a l l e yB u i l d i n g
R i v eV a 5 H1 W 7
C a n a dM EmpireState Building
Level5 UnitI 416-340-7040 17th Floor
Singaporel-79033 www.Ieapf
rogdesign.com NewYork,NY 10118
]tt 65 339 0428 212-329-4652
n.com
www.bonseydesig MediaArtistsInc. www.gosterling.com
Via Marconi10/A
Gole& Weber 2 4 0 2 1A l b i n o( B G ) Suter& SuterDesign
Gonsultants
Avenue
308 0ccidental South Italy 279a Moray St.
WA 98104
Seattle, ]tr 39 35 7747!5 S o u t h M e l b o u r n eV i c t o r i a
206-447-9595 A u s t r a l i a3 2 0 5
MurphyDesign 011 61 3 96828666
'
The Delor Group 1814 E.40thStreet
613 W. IVlainStreet C l e v e l a n d , 04H
4103 Y T V G a n a d a ,I n c .
l<Y40202
Louisville, 2t6-36r-1238 6 4 J e f f e r s o nA v e n u e ,U n i t 1 8
502-584-5500 www.murphydesig n.com T o r o n t oM 6 l ( 3 H 3
www.oelor.com Canada
Murrie Lienhart Rysner& Associates 416-534-1197
The DuPuisGroup 325 W. NuronSt., Suite812 www.ytv.com
21700oxnardStreet,Suite2040 C h i c a g oI,L 6 0 6 1 0
W o o d l a nHdi l l sC
, A9 1 3 6 7 312-943-5995
818-776-2722 w w w . ml r d e s i g n . c o m
www.d up.com
upuisgro
0&JDesignInc.
DynamicGraphicsMagazine I0 W. 19th Street
6000 N. ForestParkDrive N e wY o r k ,N Y 1 0 0 1 1 b r"r'ri, I r-AiJO
IL 61614
Peoria, 212-242-Lo8o jlfu, * &:.R . R:
309-688-2300 www.designcarrot.com
@
www.dgusa.com
I Acknowledgements j

I ' d l i k et o t h a n l <m y h u s b a n dT, e d ,f o r t r a n s f o r m i n g

o u r s p a r eb e d r o o mi n t o a w o n d e r f uw l o r l < s p a cfeo,r
a l w a y sl i s t e n i n gt o m e a n d s h o w i n gi n t e r e s ti n m y w o r l < ,
a n d f o r h i s a b i l i t yt o a l w a y sm a l < em e l a u g h .I m u s t
a l s ot h a n l <a l l o f t h e d e s i g n e rw s h o c o n t r i b u t e dt h e i r b r a n c l i n eg x p e r t i s e
a n c lw o n d e r f u pl r o j e c t st o m a l < et h i s
b o o l <p o s s i b l eA' n d f i n a l l y ,I ' m e t e r n a l l yg r a t e f u lt o
m y p a r e n t sG , l e na n d I V l a r g yS c h r u b b ef o , r their jifetime
s u p p o r ta n d e n c o u r a g e m e n t .

Designing Erands
 ContenB

Introduction [ 2 . R e d e s i g n i nogr U p d a t i n g
a W e l l - K n o w nB r a n dl 48

I I. Designinga Brand for a Start-up ] IO Avon

0&J Design
LosAngelesAvengers
S M E P o w e rB r a n d i n g B u g l eB o y
BC Design
CAY DA Tea,Unilever
The BonseyDesignPartnership l(ayteeBirdseed
M u r r i eL i e n h a r R
t y s n eAr s s o c i a t e s 66
Main St. Cafe
M u r r i eL i e n h a r R
t y s n eAr s s o c i a t e s 30 B u r g e rl ( i n g
Sterling Group
0 n t a r i o2 0 0 0
LeapfrogDesign Sutter Home
IVlichael
0sborne 80

ilr
I

{
lr

[ 3. Brandingfor Niche Markets ] 90 [ 4. Brandingfor Children]

RoxanePharmaceuticals B u b b ap r o d u c lti n e
T h eD e L o rG r o u p 92 T h eD u P u i Gs roup L34

Australia'sChoicesoft drinl< SodexhoMarriott

Suterand Suter DesignConsultants HansonAssociates 144

Dynomic GrophicsMogozine YTV

DynomicGrophicsMogozineStaff 110 B i g B l u eD o t t52

University of Pioneer
M u r p h yD e s i g n Directory 160

M a m m u t0 u t d o o rG e a r
M e d i aA r t i s t sI n c .

lr 4i
;;'&
& #
&
r:i:l-:
*]4i..
li:iii.,
:i:li
INTRODUCTION
G I L H A N S O NP, R I N C I P A LO F H A N S O NA S S O C I A T E SP,H I L A D E L P H I A

Todaywe live in a brandedworld. Brandsare more than logosand marketingjargon.They are

iconsof our society,reflectingour personalpreferences,
values,and lifestyles.Many of us view our
self identitythrough the brandswe supportand buy.Whether it's a car,computer,wine,or even
with what feelsgood,what supportsus
wherewe do our banking,we create brand relationships
emotionally,and what helps define us to others.We feel a certain trust and affinity to "our"
brands.That personalrelationshipis the differencebetweenbuyinga BMW or Volvo,a Dell or
Macintosh,or betweenLouisJadot and Mondavi.

In this communicationsmedia age, brandsact like discriminatingbeacons,enablingus to pre-

Qualjfyour purchasedecisions. As consumers, we haveto make so many choicesin so little time
. i t h d i s t i n c tp e r s o n a l i t i ebsu i l t b y c u l t u r e ,
w e a l l o w t h e b r a n d st o g u i d eu s t o t h e r i g h t c h o i c eW
advertising,colors,shapes,and sound,brands becomelarger than any one product or service,
iepresentingmultiple lifestylevalue systems.We learn to trust and respectour brands as a
validationand confirmationof what is a betterchoice.

To truly understandand exploita brand'spotential,marketersand designersalike needto under-

They needto have a clear visionof the
stand how and why it interactswith its target audience.
brand'score valuesand be willingto stay in touch with the customer'srelationshipwith the brand.
Just as critical, is the needto be able to look into the future to determinehow to l<eepthe brand
fresh in order to meet new generationsof customers.

brand attack designedto

Volkswagendemonstratedthis in the late'90s through a synchronized
this goal with the successfullaunchesof
capturea new youngcustomerbase.Theyaccomplished
with a particularbuyer.The
the new Beetleand Passatmodels.Both cars are carefullyassociated
brand,the product,and the customerare linkedemotionallyin one completebrand experience.

As we look towardsthe new century,the customerwill be motivatedto make a purchaseif the

product or serviceprovidesvalue and rationale.What will weakenthe sale most often is losing
touch with the customer,disassociationwith the brandls core value to the customer,and
Packaging,advertising,print materials,electronic
fragmentedbrand communications. communi-
cations,and all other messagecarriers must be linked and synchronizedto the product and
serviceas one brand experience.

IN T R O D U C T I O N
 EDWARD
M . O ' H A R AS, E N I O R
P A R T N E&
R C H I E FC R E A T I VO
EFFICEO
RF
S M EP O W E R BRANDING N,E WY O R I C
( ITY

Developinga visual identity for a new brand is just the tip of the iceberg-everythingthat precedesit relieson
intensebrandanalysisand evaluationof that brand'spositiveattributesand whom the brandwill be targeting.This
is how designand brandingprofessionals
integratebusinessknow-howwith consumerresearchin order to create
and designsuccessfulbrand images.

Workingwith start-up brandsis the most fun becausethe processat its inceptionis all "clean-slatethinl<ing."We
lay the foundationfor brandsand their future growth as well as createthe basisfor all of that brand'sbusiness
activitiesto follow.It is a very satisfyingexperience
for all involved.

In the beginning,
the branding
teamhasto startwith the.development ThiswilI governthe
of a brandarchitecture.
brandnot onlyfrom a designand identitydevelopment
standpoint,
but it will alsodetermine
the lookandfeelof
all marketing
communications
andadvertising
efforts.Mostimportantly, process
thebrandarchitecture delivers
the
the brandpositioning
brandessence, statement/
andan in-depth
analysis
of thetargetconsumer's
demographic
and
psychographic
profiles-keycomponents
in the buildingof a brand.

BRANDARCHITECTURE
beginswith the establishment of the positiveattributesof the brand
and assessment
(consumer thoseattributesas eitherintrinsic(physical)or extrinsic(emotional)
benefits)and then identifies
properties
of the brand.These
brandassets
arefurtheranalyzed
to revealthe BRANDESSENCE-afewwordsor
thoughts
that represent
the brandto thecoreandtargetconsumer.
Brandessence
is the heartandsoulof the brand
a n do n l yw h e ni t i s e s t a b l i s hsehdo u l tdh e p r o c e sbse g i n .

Thenextstepis BRANDP0SITIONINGstatement
development,
whichis definedas the consumer's
senseof the
tangibleandintangible
benefits Brandpositioning
of the brandandwhy it is betterthanthe competition. serves
as
a g u i d e l i nf o
e r m a r k e t e rt o
s s e l lt h e i rb r a n dt o T A R G E TC U S T 0 M E R S . T h
coe n s u m es rt u d yc o m p l e t et hse b r a n d
processand allows(after a creativebrief is developed)
architecture for the branddesignteamto begin.The
creative positioning,
teamnowknowsthe brand'sessence/ andto whomtheyarespeal<ing.

Thisstrategicbranding
approach start-upbrandswill givemarketers,
to designing designers,
and consumers
the
pictureof that brandandguarantees
clearest brandsuccess.This
methodology
communicates
criticalbrandimagery
to targetconsumers/ purchase
thuscreatingmotivating intentand Iong-term
brandequity.It is a fun andenlight-
eningprocess,
andfor start-upbrandsit is essential
to theirsuccess
and longevity.

D E S I G N I NBGR A N D S
DESIGNING
A BRANDFOR A
STARTIUP
 AVENGERS
AFL TEAM
BRAND BY SME POWER BRANDING

Ed 0'Hara, seniorpartner and chief creativeofficer at SME Power Brandingin New Yorl<City,
does not think there is any differencebetweenbrandingfor sports teams-which is his firm's
niche-or any other serviceor product.in fact, he got his start in consumerbranding,and he says
h i s e n t r 6 ei n t o s p o r t s" h a p p e n e db y d u m b l u c k . O n es l o wd a y o f m y l i f e I p i c k e du p t h e R e dB o o l <
of advertisersand decidedto drum up some new clients.I went underA, and there was Adidas.
The woman there said she was taking a new positionin major leaguebaseballas vice president
o f c r e a t i v es e r v i c e sa,n d I a s k e dh e r i f I c o u l dc a l l h e r ,a n d s h es a i d ' y e s , " ' 0 ' H a r ar e c a l l s". S h e
and I was showingher toothpasteand soappackaging.She hired us to do a cen-
had no resources
s n d t h e n a l i c e n s ep r o g r a mc a l l e dR o o k i eL e a g u e . T h e n
t e n n i a lm a r k f o r t h e S t . L o u i sC a r d i n a l a
to colleges,to other teams,and eight years later
we started hawl<ingthis work to other leagues,
we're the dominantbrand identifierin sports."

That dumb luck has afforded SME the opportunityto developbrandsfor NBA teams,including
the Utah Jazz,as well as major sportingeventssuchas the 1999 World Series,the Nokia Sugar
. o it wasno surprise
B o w l ,a n d t h e 1 9 9 9 N B A F i n a l sb r o a d c a sot n t h e N B C t e l e v i s i o n e t w o r k S
that CaseyWasserman,owner of a newly formed Los AngelesArena Football League(AFL)
t e a m ,c o m m i s s i o n eSdM E t o d e v e l o pa b r a n df o r h i s t e a m .

I THECHALLENGE
]

it wasveryimportant
"Beingin LosAngeles, in everyway,but most
for me to compete
with the Lakers,Dodgers,Clippers,and l(ings-we neededto be a first-
importantlyin perception,
of that is in the brand,from the name
classteam, and one of the most obviousrepresentations
and logosdown to uniformsand letterhead,"Wassermanexplains."l focusedon finding a firm
that couldfulfill thoseneedsall the way acrossthe boardfor an extendedperiodof time,and SM E
was identifiedto me pretty quicl<1y."

D E S I G N I NBGR A N D S
i
I
t
n
a

I
Ii
tr
t-'

l a b o v ae n dr i g h t l
0 n c et h en a m eA v e n g ew
r sa sc h o s e n

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S M EP o w eBr r a n d i ndge s i g n e r

T hi e nc a m eu pw i t hs e v e r a I
Chung-de
c o n c e p t"sA. tf i r s tI l u s tt h o u g hotf a

G r e em
k ythotogica
h la r a c t e
o rf a

v e r yt r a d i t i o nsatly t i z ewda r r i o r ,h"e

s a y sT. i e na l s oi n c o r p o r a taehd0 r s e

i n t ot h ed e s i g na,n ds o m ev a r i a t i o n s

usingthelettertr.

" W I N I I D ET
DOB EA I I R S T - C L A
TSES
AM.

A t | DO N TO TT H EM O S O
T B\,IOU
RSTPRE.

TTSH A TI S I N T H EB R A N D .
SENTATION

FROMTHEl'|AMEAt'|DLOGOS
DOW]'|
TOUNI.

f O R MASI ' I D
LETTTRHTAD."
"you wANTTo HAvETAGLTNES
THAT
MOTIVATEA PURCHASE.rr
HoPEFUrrv
GETS PEOPLEOFF OF THEIR
MoNEyoN youRTEAM."
COUCHESnruospENDTNG

T h ef i r s t t h i n gW a s s e r m aann d S M E c r e a t i v e ds i d w a sc o m eu p w i t h a n a m ef o r t h e A F L t e a m .

" l h a d i n t e n t i o n os f g e t t i n ga n a m et h a t w a s L A - b a s e db, u t I c o u l d n ' tf i n d a n y t h a t I l i l < e ds,o

t h e n i f o c u s e do n a n a m et h a t w a s u n i q u ea n d i n s p i r e sa l o t o f e m o t i o n s ,W
" a s s e r m asna y s". l
d i d n ' tw a n t t o b e a n o t h e rc a t o r d o g - t h a t w a s t i r e d a n d o l d a n d b o r i n gt o m e . "

0'Hara recalls,"We had to create the attributesthat the brand would have and we had to
suggestname candidatesthat would meet those brand attributes or assets."So, he asked
Wassermanto identify his visionfor the team, and how he wanted consumersto perceiveit.
Specificcharacteristics
he suggested
were contemporary, professional,
aggressive, and elegant.

" T h i s h e l p su s f o c u so u r e n e r g i etso c o m eu p w i t h a m o r e q u a l i f i e ds o l u t i o n , "O ' H a r as a y s". S o

we had nameslike l(nights,Avengers,and Bombers.Avengerswas chosen,which I was happy
w i t h , b e c a u s eI t h i n k t h a t n a m ec a n m e a na l o t o f t h i n g st o a l o t o f p e o p l eA
. nd the design

objectivesof the brand becameextensions

of thoseattributes-contemporary,fresh,elegant.

0 n c et h e n a m ew a s d e t e r m i n e dS, M E d e s i g n e rw
s e n t t o t h e d r a w i n gb o a r da n d c a m eu p w i t h
s e v e r adl e s i g na p p r o a c h e sC. h u n g - d eThi e n ,S M E s e n i o rd e s i g n esr a y s ", l c a l l i t t h e s h o t g u n
a p p r o a c hw, h e r ey o u c o m eu p w i t h a s m a n y i d e a sa s y o u p o s s i b l cy a n . "

As Wassermanrecalls,"They camebackwith sixteendesigns.It was pretty clearfrom the start

what route we were goingto go down,but we continuedto explorethree or four other routes
a s w e l l . " T h ed e s l g nt h a t w a s u l t i m a t e l yc h o s e n" r e p r e s e n t ew
d h a t I t h o u g h tA v e n g e r s h o u l d
b e - i t w a s m o r et h a nj u s t a n A , i t w a s m o r et h a n j u s t a h o r s ei,t w a s m o r et h a n a l l t h o s et h i n g s .
I t r e a l l yc a p t u r e dt h e m y t h i c a la n d w a r r i o rt y p e q u a l i t i e sI t h o u g h tA v e n g e r h
s a d , "h e s a y s .

S M E a l s oc a m eu p w i t h a t a g l i n ef o r t h e t e a m . 0 ' H a r ae x p l a i n s , " H e r ea' sn e wo w n e r s h i gp r o u p

that has to sell ticl<etsand attract sponsors/so we lool<at the sameattributesand positioning
statement,and we came up with C/oimYourTurf!An avengeris someonewho can claim and
p h y s i c a l ltya l < ec o n t r o l a
, n d t u r f h a sa r e l e v a n cteo f o o t b a l l . I t ' sa l s oa c a l l t o a c t i o n . Y o uw a n t
t o h a v et a g l i n e st h a t m o t i v a t ea p u r c h a s eI.t h o p e f u l l yg e t s p e o p l eo f f o f t h e i r c o u c h e sa n d
m o n e yo n y o u r t e a m . "
spending

'
',r,:-l:,::j ,
"

/:lt'?'.t':;.\. &.': .,'zr. I

*i. _ BRANDS
DESIGNJNG .: .- -. --,*.v{ t.t..-- n.4.{,!
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t h a tw o u l da p p e aorna v a r i e t o
y f m a t e r i a lisn.c t u d i n g

s ,r o c h u r edsi,r e c t - m api iI e c e sa,n d

h e l m e t su ,n i f o r m b

e v e na S p a n i sbhr a n dm a r ks i n c eL o sA n g e t ei s s u c ha

m u l t i - c u l t u rdaeI s t i n a t i o n .

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y asserma
t hne,t e a mo w n e rw, a n t e rde da s

t h eA v e n g e rpsr' o p r i e t acr yo l o rs i n c em o s o
t f t h eA F Lt e a m s

w e r eu s i n gd a r kc o l o r s u c ha s d a r kb l u ea n dh t a c kT. h e

h o m eu n i f o r m(ss e e n
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d

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s ,h i c ha r em o s t tw
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t \-F(\- r'

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labovel ANDUNDERSTANDING
I IDENTIFYING THECONSUMER
]
T h ec o r p o r a st et a t i o n e irnyc t u d et h
de
With the designand taglinefinalized,Wassermanand 0'Hara neededto determinea target audi-
r so r dm a r ka, sw e [ 1a st h e
A v e n g ew
e n c es i n c et h e A F L i s a d i f f e r e n tm a r k e tt h a n t h e N F L . " A F L p r i c e p o i n t sa r e l o w e rt h a n t h e
taglineClcimyourlurl! Eonlacl
NFL, and initial AFL researchindicatedthat the audienceis comprisedof youngerguys,and it's
i sne n c l o s ei nd a g r i d -
informatio
date nightfor a lot of thesefolks. It also attractsa large minorityscale-African Americansand
[ i k ef o r m aitn t h et r a d e m a r k
Latin Americans,"O'Harasays.Althoughlittle market researchwas conductedbeforethe team's
A v e n g er es da n db t u e . weredefined,someof the initial designswere presented
solidcharacteristics to seasonticl<ethold-
desirewas prevalent,and
ers of the Los Angelesl(ings and Lal<ersbecausea cross-promotional
it was importantto get this group'sopinionsincethe Avengerswould be sharingthe StapleCenter
with the l(ingsand Lakers.

"I'm a big believerthat market researchis relativelyineffectivewith thingsthat haven'thappened

yet. If peopledon't havesomethingconcreteto point their fingerto, it doesn't matter,"explains

"Market researchin retrospectis much more effective."

Wasserman.

O'Hara agrees,to an extent."You have to make a businessdecisionto get in front of the

consumerfor a disastercheck.Don't make it a democraticprocess,"he says."Accordingto our
processyou needa verificationfrom the consumerbase.Many peopleuse consumerresearchto

create the verification-we just want to know if consumerslike it. When you start making
decisionsbasedon everycommentthat everypersonin a focusgroup makes-which, by the way,
are affected,becausetthe peoplein the groupslinfluenceeachotherwith their comments-that's
when we put too much credenceinto it. It gets too nitpicl<y,
too passive.I like to see business
not get a straw vote everytime they haveto make a decision."
ownersmake businessdecisions,

D E S I G N I N GB R A N D S
 labovel
S M Ei n c o r p o r a tteeda ms p o n s o r s '

n a m eisn t ot h eh o m ef i e l dg r a p h i c s .

T h eA d i d aasn dM c 0 o n a t Ido' sg o as r e

s t r a t e g i c apI tl ya c e idn v a r i o u s
p o s i t i o nosnt h ef i e l df o r h i g h

r h e r ep a t r o nasr e
v i s i b i t i tny0m a t t ew

s e a t ew
d i t h i nS t a p tC
e enter.

M A N YP E O P LU[S EC O N S U MR
EERS I A R C
THOC R E -

JUSTWANTTOKNOW
ATETHEVERITICATION_WE

I F C O N S U M Et IRKSI I T ,W H E Y
N O US T A RM
TAKING

D E C I S I OB
NA O N I V E R YC O M M E IT' It T
SS E D |A]

P A K I S . .I.T
S R O UM
I l , I R YP E R S OI N A F O C U G

O [ T ST O ON I T P I C KTYO, OP A S S I VI[ .L I K ET OS I I

B U S I N EO
SSW I ' I EM
RASKE DS
BUSINTS ECISIONS,"
A uniquechallengeinherentin brandingfor sportsteams is that there are severalmessages
that
needto be communicated
to consumersin differentformats,so many logosneedto be developed.
T h e p r i m a r ym a r k i s o n t h e h e l m e ta, c c o r d i n gt o 0 ' H a r a ." i t h a st o b e s i m p l ea n d i t h a st o c o m -
municatewhat the team is.Thesecondlogo is a word communication-LA Avengers.
We also did
a Los Angelesstory-just a Los AngelesIigaturelogowith and without the Avenger,"he explains.

I n a d d i t i o nt o a l l t h e r e g u l a ri d e n t i f i e r sS, M E d e v e l o p ead S p a n i s hb r a n df o r t h e A v e n g e r sw,h i c h

translatedto Vengadores,
at Wasserman'srequest.0'Hara says,"That was very smart of Casey
to do that so he's not alienatinghimselffrom the Latin community.He's also havingthe games
broadcaston Spanish-speaking
radlo stations."

"We've treatedthis the sameway you would treat an NFL team.We haven'ttreated it as minor
leagueor small time," Wassermanexplains."We're tal<ingall the stepsthat any expansionteam
wouldhaveto take in creatinqan identitv.I think we'reoneof the first teamsin the AFL to do that."
lahoveandbelowl
T h eA v e n g esr se a t i nbgr o c h u r ei sn,

b o t hE n g t i sahn dS p a n i s fhe, a t u r ae
e e n t eTr .h e
o l t h eS t a p tC
diagram

s e a t i ncgh a r it s c o l o r - c o d h
e yd

so patrons
sections caneasily

e e i rw a yt o t h e i rs e a t s .
navigath

A BRANDFORA START-UP
DESIGNING
 SME POWERBRANDING
THE WHOLE BRAND FROM A TO Z

SME PowerBrandingattacks its sports projectspurelyfrom a brandingperspective.

"We try to

tell brand storiesthat are robust and highlytextured.Theydon't leaveanythingmissing.In this

day and age with four or five logosfor everyteam,you don't want redundancy,"
says Ed 0'Hara,

seniorpartner and chief creativeofficer.

" W e ' l l d o t h e s u r f a c eg r a p h i c sf o r t h e p l a y i n gf i e l d ,c o m p l e t ew i t h s p o n s o r s ' l o g oAs n

. y t h i n gt h a t

v i s u a l l yb r a n d sa t e a m - c o l o r s , t y p o g r a p h ,i l l u s t r a t i o n st h, e p o s i t i o n i n g
lstatement-hopefully

communicatesa continuity,"he adds.In addition to designinglthe team logos and creating a

brahd identity,S M E putstogethera styleguideand a graphicsstandardsmanualfor usaqeof the
Io 9 0 .

But 0,Hara admits,sportsbrandingwas not alwaysa priority for teams."It happenedto become
'90s and trendy to wear clothesthat represented
your favoriteteam, so
fashionablein the early
was a hugething. In the early dayswe were thought of as a licensingfunction-if
merchandising
you redesignyour logo,you'll sell more T-shirts.But I've always fought that notion," 0'Hara

explains,"becauseI felt if you brandedright, if you'veconnectedwith your core consumer,and

you hit target consumerswith your brand identityand communications, you're goingto increase
fundraising,viewership,
revenuestreims on all your linesof business-ticketsales,sponsorship,
and so on."
merchandising,

D E S I G N I N CB R A N D S
NOKIA

l t e f ta n df o l l o w i npga g e l
l n a d d i t i otno t h ef i r m ' sw o r kf o r

i n d i v i d u sapl o r t tse a m sS, M Ec r e a t e d

t h e s eb r a n dfso r p r o f e s s i o n a [ .

n a t i o n as Ip o r t se v e n t sF.o ri n s t a n c e ,

t h e1 9 9 9N B AF i n a t s1,9 9 9W o r l d

S e r i e sa,n d1 9 9 91 { o k iSau g aBr o w l

i c o n sw e r ea 1 c[ r e a t euds i n ga n

i[tustratia
vep p r o a cahn db o l dc o l o r s

e m p h a s i z itnhgee x c i t e m eannt d

e n e r goy f t h e s eh i g h - p r o f iel ev e n t s .

s"ir*ffi;^r*.-*t "* i&

D E S I G N I NBGR A N D S
 ro TALKTO
IS TtIEREnnDYoufusr HAVE
"THE AUDIENCE
r TH EY
THEM INA LANGUAc U N D ERSTAN D' rHArEXcrrEs
THEM,AND rHAr rHArs
MOTIVATESA PURCHASE.
wAYsAs PosslBLE.'
W+IATYOU'VE GOT TO DO tNAs MANY

T h e r ew a s a l s o a g r o w t ht r e n d i n s p o r t s - s p o r t sb e c a m em o r e p o p u l a ra n d a l l t h e l e a g u e w
s ere

a d d i n gm o r et e a m s ". l t u s e dt o b e w i n b i g ,a n d w e ' l l s e l l m o r e s h i r t sa n d t i c l < e t sN. o t e v e r y b o d y

. h e yd i d n ' t h a v ea w i n n i n g
: a n w i n , " h e n o t e s". T h e S a n J o s eS h a r l < as r e a n u n b e l i e v a b sl et o r y T
seasonfor sevenyears/but they were one of the top-sellingteams and had high attendanceat
. h e yd i d a g r e a tj o b w i t h t h e i r b r a n d . "
: v e r y h o m eg a m e T

, o t i v a t i n gc o n s u m e rtso b u y i n t o a p a r t i c u l a r
. ' i i t h a l l t h e c o m p e t i t i o ni n e v e r ys p o r t sl e a g u em
:rand tal<esmore than just luck-it takesbrandingexpertise.As 0'Hara says,"lt may be that the
audienceis there and you just haveto talk to them in a languagethey understand,that excites
That's what you'vegot to do in as many ways as possible."
:rem, and that motivatesa purchase.

IteftI
l n c o r p o r a l ibnrgi g hht t u e sa n dp u r p l e s

f o rt h eU t a hJ a z zb r a n di d e n t i t S
y ,M E

c r e a l etdh es t r o n gm o u n t a gi nr a p h i c s
theJazzwordmark.Thestylized,
behind
j a g g etde t t e r i nhga sa s h a d o gwi v i n g

n f a f a s t - m o v i nogb i e c t ,
t h ei l l u s i o o

s u c ha s a b a s k e t b aptl ta y eirn m o t i o n .

i-ril-erry;ff\'-P.{FI;";-&
 CAYDA TEA
irenAND BY THE BONSEY DESIGN PARTNERSHTP
.'E:t$++=rrrm+*#+*r,,'.t,is*r*:€u-#u-\..*=-=r*u=

When The BonseyDesignPartnership,basedin Singapore,took on the task of designinga new

brand of tea for Unilever,
to be distributedin Vietnam,it was an eye-opening
cultural experience.
Not only was there a languagebarrierfor the designersto conquerwhen creatingthe packaging,
they also had to identifyand relateto the Vietnameselifestyleand culturethroughthe graphics.

The projectl<ickedoff with a trip to the client'soffice in Ho Chi M inh City (SouthVietnam)where
the designerswere given an extensivedescriptionof the objectives.The brief stated that the
designersneeded,"to create a designfor a new Vietnamesetea brand that will appealto the
tea drinker'sheart and soul.It is the Vietnamese
Vietnamese tea that he can identifywith through
t h e r o o t so f h i s f a m i l y ,b i r t h p l a c ea, n d n a t i o n . ' T h i si s m y t e a a n d m y c u l t u r e ' . "

Initial consumerresearchhad alreadybeenconductedby the client to supportthose objectives,

and it providedusefulinformationabout the socialhabitsand economicdecisionimpulsesof the
consumers.The
designerslearnedthat sincetea is so intimatelyrelatedto the Vietnamese
culture,
p u r c h a s e . " l na s o c i e t yw h e r er e s p e cfto r e l d e r sa n d h i e r a r c h yi s i m p o r t a n t ,
it is not an impulsive
so is the choiceof tea offeredto the guest,"says l(ris Foo,seniordesignerat Bonsey.
The client
offeredthis exampleto Foo:Whena man serveshis father-in-lawtea, it must be superiorin quality
than the tea he would servehimself.So quality,price,and occasionplay important roles in the
b u y i n gd e c i s i o n .

,S:
-- i---f E
rrYPAr
"*:r
;+"
ffi .
151-3

labovel
D e s i g n ear tsT h eB o n s e[yl e s i g n

P a r t n e r s heixpp t o r esde v e r av li s u a l

routesto present
to Unilever,
which

w a sp r e p a r i nt og d i s t r i h u taen e w

b r a n do f t e ai n V i e t n a m
T .h e y

experimented
withdifferent
type

t r e a t m e n tass,w e [ [a s a na r r a yo f

b r i g hct o l o r s .

DESIGNING
A BRANDFORA START-UP
 I TDENT|FYTNG
ANDUNDERSTANDTNG
THECONSUMER
]
After the initial client meeting,Bonsey'screativeswere tal<enon a field trip through both North
and SouthVietnamto observethe peopleand gain a betterunderstanding
of the commercialand
social environmentsfirsthand. Even though Vietnam is only a two-hour flight away from
Singapore,
the disparitiesbetweenthe two culturesare evident.Vietnamhas not attainedall the
technologicaland architecturaladvancesthat many Asian countrieshave come to rely on and
enjoy.In fact, the villagesare very much traditional and communal in nature,and the people
relishtheir heritage."They are warm and hospitableto guestsand friends.There is great pride
a n d e m p h a s i so n c o r e v a l u e sl i l < ef r i e n d s h i pf i,l i a l p i e t y a
, n d h a r m o n y , "F o o e x p l a i n s .

T h ec r e a t i v e s ' u n d e r s t a n dwi nagsc r u c i a ls i n c et h e n a m e sb e i n gc o n s i d e r efdo r t h e t e a d e r i v ef r o m ,

a n d h a v et h e i r c u l t u r a lr o o t si n ,t h e V i e t n a m e sceu l t u r e :L a n gX u a , m e a n i n go l d v i l l a g ea, n d C a y
Da, meaningBanyantree. Foo also acl<nowledges the past."0ne
the importanceof understanding
cannotattain an understanding
of currentVietnamesebehaviorswithout basic l<nowledge
of the
t r a d i t i o n acl u l t u r e , "s h es a y s .

M o s t V i e t n a m e spee o p l es t i l l l i v e i n v i l l a g e ss, o t h e t e r m L a n g X u a i s s i g n i f i c a n tA. v i l l a g eh a s

physicalattributes,like a bamboothicl<etthat setsthe parametersof the communityarea.Within

this compoundthere are areasthat are designated

for certainsocialactivitiesand theseareasset
t h e h i e r a r c h i c aslt a t u so f c o m m u n i t ym e m b e r sF. o r e x a m p l et ,h e r ei s a m a i n h a l l w h e r et h e e l d e r s
gatherto discusscommunityissues.
"l watcheda group of ten elderwomengatheringfor suchan
o c c a s i o n , "F o o r e l a t e s".T h o u g h I c o u l d n ' tu n d e r s t a n tdh e l a n g u a g en, o r w a n t e dt o i m p o s eo n
sucha privateaffair,their seriousexpressions
and bearingimpressedupon me the significanceof
s u c ha m o m e n t T
. h e o l d v i l l a g ei s a n a m ew h i c h m o s t ,i f n o t a l l , V i e t n a m e scea n r e l a t et o a n d
r e c a l ls p e c i a m
l emories."

The Banyantree is also an importantsymbolthat represents

the anchor point of all the social
activitieswlthin the village,includingsharing tea. Although consumersin the study strongly
indicatedthat the Banyantree boregreatersignificance,
it wasn't immediatelyestablished
as the name.

"The client was very focusedon what they wantedto achievewith this pacl<aging.
It had to be
s i m p l e( c o n s u m e r h
s a d t o k n o w i t w a s t e a i m m e d i a t e l y )V, i e t n a m e s ea,n d b o l d . I n i t i a l l y ,t h i s

did not soundvery difficult, but evenwith all the researchmaterialsand informationto execute
a n i d e aw i t h t h o s ec r i t e r i a ,i t ' s a m u c h t a l l e r o r d e r t h a n w e i m a g i n e d , "F o o e x p l a i n sB
. ut,she

i..+-,
 " I N A S O C I E TW
YH I R ER I S P I C T

A N Dl | I E R A R C H
IORILDTRS I SY

ffi
I M P O R T AS
NOTI,S T [ | EC H O I COI I

T OT H EO U E S T . "
TIAOFIIRID

l abo v e l
T og i v et h ec l i e nat b e t t epr e r s p e c t i v e

n o u l da c t u a l ltyo o k
o l h o wt h ed e s i g w

o nt h ep a c k a g B
e .o n s e yd' se s i g n e r s

c r e a t e3dDm o c k - u pt so p r e s e nt ot

Unilever.
'IT IS BONSEY
DESIGN'S
PRACTICE
TOCOVERALL POSSIBLEANGLES
ONA PROIECT,
BOTH
FROMA GRAPHICPERSPECTIVE
AS WELLA5
A STRATEGIC PERSPECTIVE.rocErHER
rHrsMAKEs
rr
ALMosr
IMPOSSIBLEFORA CLIENTTO TOTALLY
REfECTouR
IDEAs.
DEsIGNS
MAYBEREFINED,
BUT IF THE FOUNDATIONIS
STRONG, rHERE
AREMANv
wAysro AppRoAcH
ANIDEA.,,

a d d s ", l t i s B o n s e yD e s i g n ' ps r a c t i c et o c o v e ra l l p o s s i b l e
a n g l e so n a p r o j e c tb, o t h f r o m a g r a p h -
i c p e r s p e c t i vaes w e l l a s a s t r a t e g i cp e r s p e c t i v T
eo. g e t h etrh i s m a l < e ist a l m o s t i m p o s s i b lfeo r a
c l i e n tt o t o t a l l yr e j e c to u r i d e a s D
. e s i g nm
s a y b e r e f i n e db, u t i f t h e f o u n d a t i o ni s s t r o n g t, h e r ea r e
many ways to approachan idea."

T h e c r e a t i v e sa l s o l e a r n e dt h a t t h e p a c k a g i n g
f o r t h e n e w t e a w o u l db e d i s t i n c t l yd i f f e r e n ft r o m
l i e t n a m e stee a p a c l < a g ewsh i c h a r e s o l d b y t e a v e n d o r sw h e r em o s t p e o p l es h o p ,a s
t r a d i t i o n aV
o p p o s e dt o s u p e r m a r l < eTt se.a i s m o s t c o m m o n l ys o l d i n l a r g e" c o o l < i ej a r s " w h e r et h e v e n d o r
s c o o p st h e l o o s et e a l e a v e s( c h o s e nb y t h e c u s t o m e r i)n t o p l a s t i cb a g sf o r s a l e . T h ec l i e n td e c i d e d
lahovel i t w o u l db e b e t t e rt o p u t t h e t e a i n s m a l lc o n s u m e r - s i z be od x e sm a k i n gi t m o r ec o n v e n i e nt ot u s e ,
T h ec l i e nst e t t t eodnt h i st o g o a n d g u a r a n t e e i ntgh e t e a a l o n g e rs h e l fl i f e .
f o rt h en e wb r a n d
o f t e an a m e d

C a yD a w
, h i c hi s V i e t n a m e s e I T H ED E S T Gl N
f o r" B a n y at rne e .T" h es w o o s h
A r m e d w i t h t h e i n f o r m a t i o nt h e y l e a r n e da b o u t t h e V i e t n a m e s ceu l t u r e ,t h e d e s i g n e r cs r e a t e d
t h r o u gthh eD r e p r e s e nt lhse
s e v e r atlh r e e - d i m e n s i o nmaol c l < - u puss i n gb o t h n a m e st o p r e s e ntto t h e c l i e n t .F o os a y st h e m o c k -
t h a tr i s e sf r o ma t e a
steam
u p s" a i d e dc o m p r e h e n s i oann d t h e a b i l i t yt o t o u c ha n d f e e lt h e p r o d u c tW
. e w a n t e dt h e mt o b e a s
p o t ' ss p o u t " re:liqf ic :s nnscihlp //

T h e c l i e n t e v e n t u a l l yc h o s et h e C a y D a n a m e ,s i n c ei t w a s t h e m o s t l i t e r a l a p p r o a c hs, o t h e
d e s i g n e rtsh e nc a m eu p w i t h c o n c e p ttsh a t f o c u s e ds o l e l yo n t h e B a n y a nt r e e .M a n yo f t h e d e s i g n s
l i e t n a m e s iem a g e ss u c ha s v i l l a g ew o m e nc l a d i n A o D a i ( t r a d i t i o n a l
i n c o r p o r a t etdr a d i t i o n a V
w o m e n ' sg a r b ) s h a r i n gt e a b y t h e t r e e ,o r i e n t a lt e a p o t s ,a n d a n c i e n t - l o o l < i rnegn d e r i n gos f t h e
tree itself.Thecreatives
alsoexperimented
with differenttypetreatments,
finallysettlingon a simple,
cleanserif typeface.An aromaticswooshcomingfrom the teapotflowsthroughthe letter D.

A B a n y a nt r e e s y m b o w
l a s a l s oi n c o r p o r a t eidn t ot h e d e s i g no n t h e p a c l < a g i nt og s e t i t a p a r t f r o m
t h e c o m p e t i t i o na,n d c o l o r sw e r e u s e dt o d i s t i n g u i sthh e G r e e nT e a a n d J a s m i n ev a r i e t i e s".T h e
p a c l < a ghea d t o h a v ea v i s u a ls y m b o lo f t e a , a n d c o n s u m e r hs a d o n l y t o l o o l <a t t h e t e a p o ta n d
t h e r ew o u l d n ' tb e a d o u b ta s t o w h a t i s i n s i d et h e p a c l < , "F o o e x p l a i n s".T h e p a t t e r nc a r r i e st h e
'Vietnameseness'of
t h e b r a n d .A n d w h i l e i t m a y n o t b e t h e o n e w e i n i t i a l l yp r o p o s e do,u r d e v e l -
o p m e n t aw
l o r l <c r e a t e da n o p p o r t u n i t yt o i n c o r p o r a tteh e s y m b o lo f t h e B a n y a nt r e e .W e b e l i e v e
t h i s h e l p se n h a n c e
the ownershia
pnd ldentity."
 I abo v e l
T h ef i n a tp a c k a g i ni ngc o r p o r a t e s

a t r a d i t i o ntae[ap o tw h i c hi s
d e c o r a t ewdi t ha c a [ [ i g r a p h i c

r e n d e r i nogf t h eB a n y at nr e e .E a c h

teaflavoris represented
with
a d i f f e r e ncto l o rs c h e moent h e

t e ap o t .

labovel
e eb r a nids a l w a ypsr o p e r -
T oe n s u rt h
t yr e p r e s e n tTehdeB, o n s eDye s i g n
P a r t n e r sdhei pv e l o paebdr a n d
manual.
 MAIN ST. CAFE
B R A N DB Y M U R R I E ,L I E N H A R TR, Y S N E RA S S O C I A T E S

Gehl,s GuernseyFarms, Iocated in Germantown,Wisconsin,had a revolutionaryidea in the

they had alreadybeensellingin bulk to caf6s,and
mid-,9os-tal<ethe icedcappuccinobeverages
directorfor the dairy
and promoteit to the consumermarket.As John Slawny,marl<eting
pacl<age
only about 60 percent
manufacturerexplains,"While we found that the productwas successful,
. o m eo f t h e m w e r ea c t u a l l yt e l l i n gt h e i r c u s t o m e r s
o f t h e c o f f e es h o p sw e r es e l l i n gi t a s G e h l ' s S
it was being made fresh in the bacl<room. This is how we l<newwe had a winner product."
a lot of other companieshad the sameidea and were alreadybottlingtheir coffee
Unfortunately,
concoctionsand makinga fortune.In addition,Gehl'shad a quality perceptionissuethat poseda
uniquechallengewhen trying to competein this new marl<et-it packagedits product in a can,
n o t a g l a s sb o t t l e .

"As a company,we are on the leadingedgeof some of the new dairy packagingtechnologies. It

usedto be that in the past the way to completelysterilizea milk-basedproductput a lot of stress
on it-you had to raisethe temperaturevery slowly,boil it for about thirty minutes,then lower
\\We found a way to do it in a matter of seconds,but
the temperaturevery slowlr" Slawnysays.
ratherthan the product,and glass
the quick heatingand coolingput a lot of stresson the pacl<age
" e h l ' ss o l u t i o n ?M e t a l c a n s .
b o t t l e sa n d a l u m i n u mc a n sj u s t c o u l d n ' ta c c e p t h a t k i n d o f s t r e s s . G

"Of course,"he adds,"this was a very important decisionfor us becauseyou havea choiceof a
betterproductin a lessacceptedpackage,or an inferiorproductin the packageof the day-glass.
We felt in the long run our productwas only goingto surviveif peoplereally got the fresh taste
from it."

ffi' rrs*ilNrfiRe.'ffl
 t o u nodf C o n c e p t s
F i r sR

labovel
directorat
marketing
JohnSlawny,

0eh['G F ya r m sb,r o u g hi nt
s uernse

M u r r i eL, i e n h a rRt ,y s n eAr s s o c i a t e s

M a i nS t .C a f 6 'nse wd e s i g n .
t0 create

S l a w nhya ds p e c i f idce s i g o
nbjectives

. L R 'M
i n m i n df o r t h eb r a n dM s ike
"Theconsumer
Kellyreca[[s, wasa

y o u n gs,o c i a b lpee r s o an c q u i r i nag

tastefor coffee,andJohnreally

w a n t etdh a t o s h o wo nt h e
packaging."

ffi

Aflertheilluslrative
stylewas
o rt h ep a c k a g i nt hge,
c h o s ef n
d e" b u l l ' s
d e s i g n ecrrse a t et h
e y eb " r a nm d a r ka, n di n t e g r a t e d
i t w i l ht h ei l l u s t r a t i o" T
nh. et o g o
a n di [ [ u s t r a t iwoonr k etdo g e t h e r
s e a m l e stsol cy r e a tteh eb r a n d
i m a g eK, "e t l ey x p l a i n"sl t.a l s o
q u i c k lcyo m m u n i c attherso,u g h
thecolor,
whatflavorthe
b e v e r a igse, "s i n c eh ea n d
S l a w n[ ye a r n ei ndt h ef o c u s
g r o u pt sh a tc o n s u m ehrasv e
s t r o nfge e l i n gr se g a r d i w
n gh a t
gowithwhatflavors.
colors
$ffiL:*sylsiny:-J
I THECHALLENGE
]
However,
Slawnyrealizedthat consumers'perceptions
werestrongenoughto influencetheir taste
buds.In the early stagesof developingthe iced cappuccinoproduct,he tested it with consumers
by tellingthem they weretastingthe sameproductpacl<aged
in three differentways:onethat was
preparedfresh in the back room,one that was bottleda month prior,and one that was packaged
i n a c a n f o r a m o n t h ." S u r e e n o u g h , t h ew
y o u l dt e l l u s h o w m u c hb e t t e rt h e f r e s hp r o d u c t a s t e d ,
and how the glass product tasted almost fresh, and how the cannedproduct had a very tinny
flavorA
. l l t h r e e s a m p l e sh a d a c t u a l l yb e e nf r e s h l yp r e p a r e dT. h e m e t a l l i cf l a v o rw a s a l l i n t h e i r
heads.At that point,we realizedwhat a challengewe were up against,"Slawny recaus.
B u t G e h l ' sw a s n ' t i n a f i n a n c i a lp o s i t i o nt o a d d r e s si t s s u p e r i o rp a c l < a g i npgr o c e s sw i t h s u p p l e -
mental marketingand advertisingmaterials.Slawnyalso adds,"A processstory on the package
simply wouldn't get read if consumerspassedover our brand,and pacl<age
designsthat really
focusedon fresh taste were too commonplaceto offer a meaningfuladvantagein our category.,,
The companyl<newthe only way they could really get an edgein this marl<etinitiallywas to have
a strong shelf presence,so the designfirm Murrie, Lienhart, Rysnerand Associatesin Chicago
(M LR) was calledin to createa distinctivebrand identity.Mil<el(elly,the creativedirectoron the
project says,"They had the technologyto make a rich, creamy,shelf-stableproduct.It really
tastesgreat out of the can, but the consumerperceptionis that it wouldn'ttaste as good because
of that. Gehl'swas concernedabout that perception,
eventhough all the researchindicatedthat
the productwas superiortasting and it was probablythe closestthing that you could get in the
marketplaceat that time without goingto a coffeehouse.,,
Slawnynotes,"We knewthat the peoplewho were goingto buy this productwerevery interested
in the coffeeculture of the time, so we wantedto captureall the feelingof the coffeeshop in the
d e s i g no n t h e c a n - k e e p i n gi t f r e s ha n d y o u n g b
, ut not too young.,,
A n o t h e r c h a l l e n g ee m e r g e dd u r i n g t h e i n t r o d u c t i o np e r i o d : S t a r b u c l < w
s as simultaneously
introducingits Frappuccinodrinl<,and accordingto l(elly,"starbucl<swas probablyour biggest
competitor.
The other brandstasted lil<eliouid chall<.,,
 of Concepts
FirstRound

labovel
MikeKetty,
creative at
director
M L Ra,n dd e s i gdni r e c t oArm y
t v e l o ptehde s fei r s t
L e p p edr e
r o u n cd o n c e pt tosp r e s e tnot
focusgroups aimed attranslating
t h e" c a f 6e x p e r i e n fcoer"M a i n
newiced
Gehl's
St.Cafe,
c a p p u c c idnroi n kp r o d u c t .

A BRANDFORA START.UP
DESIGNING