brand manual on packaging
TRANSCRIPT
thebrandmanual.com
thebrandmanual.com
It was no accident. It was done by design.
Sherlock Holmes
producer user designer
producer user designer
PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
thebrandmanual.com
eristuvus
äratuntavus
järjepidevus
Recognisability
Distinction
Consistency
Trust
thebrandmanual.com
eristuvus
äratuntavus
järjepidevus
Charlie
Purpose
Logo
Identity
Trade mark
Behaviour code
…Communication
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
Brief / Discovery • What? – the product • How many? – product architecture • Why? – ambition and goal • What for – business target • Where? – context / competition • How? – uniqueness, emotional charge
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013
What’s this information good for?
distinction distilled taskdiscovery it idea solutions applications
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
Logo • A visual key of distinction • Sets the mood of the whoe brand • For good’s sake, don’t change it
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
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thebrandmanual.com
• Would I be recognisable in 5 years? • In 10 years? • What does my identity stand on?
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013thebrandmanual.com
Identiteet on firma ambitsiooni väljendus.
Looks more
expensive than
is
thebrandmanual.com
thebrandmanual.com
• What is your brand talking about? • Is your visual supporting the story?
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
What do I stand for? What do my customers say with my product?
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
Moodboard is a tool that helps all parties to reach a common understanding on: • your Tone of Voice • the life brand will live in the future • its emotional charge and values • communication language • target groups
thebrandmanual.com
First visualised graphical directions to make a choice on: • context • imagery • application demos • competition juxtaposing
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com
Check your spelling!
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com
thebrandmanual.com
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com
Estonia is not a test market!
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com
Understand the cultural context
thebrandmanual.com
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com
Be consistent!
PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
1876 - 2010
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
Did you hit her?Does it stand out?
What’s the story?Is it real?
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
Tänan!