A good example of how to capture the voice of a brand. Bemis is, at its core, is a thermoreactive glue company, a super technical brand that needed a way to sound more relatable to the designers and developers that actually utilize their stuff. We created a brand personality and visual language that was approachable but still sophisticated, and cohesive across all communications.
This is a brand book for a German office supply company that was to expanding into the North American markets. They unfortunately didn’t back it up with products to release into that market, but the spirit was there.
As you’ll see in the description, this was a fully-realized, mid-implementation rebranding effort that sadly (and insanely) got scrapped.
We did a series of inward-facing brand books for Electrolux, guides to help the various sub-brands understand how to talk about themselves to consumers. Zanussi was their least expensive, most basic entry-level brand in Europe, so we constructed the piece itself to reflect this simplicity. (The actual, physical version was printed on heavy stock and closed with a plastic fastener.) The other brand books were likewise representative of their individual tones and demographics.
In their first foray into CPG, they didn’t really have anything other than their heritage and recognition as a café label. So they needed a voice that captured the feeling of your morning coffee hit.
BRAND STORIES - A few more examples of brand stories used to lead off a brand book or campaign idea and exemplify the tone to be set by the pages to follow.