We seek non-obvious conclusions and this motivates consumers and makes brands strong. Standard cognitive methods often lead to standard conclusions. That is why throughout the last 20 years we have developed our own tools that make it possible for us to look at the world of brands and buyers in a different way.
Iconic brands make for an important part of our daily life and their role is far beyond the very product category. Brands meet consumer needs and icons help release cultural tensions. They are also incorporated into important discussions, both on a current basis and more universal ones.
If a new brand is built from scratch, it may not be immediately converted into an icon with a touch of a magic wand. But it is a good idea to design it in such a way that it becomes part of our culture. Cultural branding is a proven method to ensure that the brand enjoys greater significance in the eyes of consumers.
When working on NPD projects or radical refreshments of current brands, we lay a considerable emphasis on assigning maximum cultural value to them. Our proprietary Icon Maker process is based on the key point of view. As part of workshops and joint works, brands are created in the contact point of different cultural tensions. We create a place for them not only on shop shelves but also in consumers' daily struggles.
Business goals are translated into the language of communication
We examine how and where consumers experience brands the most
We demonstrate trajectories of key trends
We uncover foundations of brands and packages
We test packaging designs in 3D
We help the brand nestle within organisations
We know how and where to look for creative impulses
We provide an impartial point of view
Our curiosity is focused not only on consumers and trends. We are always interested in learning about the business behind the brands we work with and to derive from practical experience of those who deal with the brand on a daily basis.
We listen to sales representatives and chief financial officers. Opinions and plans are converted into specific communicative tasks. For the last twenty years, we have elaborated a proven method of condensing a bulk of business data and translating the data into the language of marketing communication.
The internal perspective of the brand is an important but just first analysis layer. Conclusions are confronted with behaviours of consumers and our knowledge about directions of category development. The impact of cultural trends is taken into account. Only then will we have a full picture.
We are very interested in how consumers experience brands and packages in the "natural" environment – both real and virtual. As a rule, it is obviously a place of sales but also other situations are important here. Some packages must look good in the kitchen or bathroom whereas other disappear in wardrobes and drawers.
Branding must always be clear in the e-store, regardless of the size of the screen on which it is displayed. There are obviously numerous examples of such places of contact between consumers and the brand. In order to learn about them, we mainly use ethnographic research. We imitate the purchase path and seek key moments in brand experience. We look at the role they play in the purchasing process.
Choice factors are quantified and put in the hierarchy of validity, most frequently as part of Maximum Difference Scaling quantitative research. With this, we obtain clear creative tips on what must be included in projects and, more importantly, what should be removed from them.
Trends are changing and brands must always move with the times. Proper visual identification and packaging are effective today. Good designs remain effective for years. That is why we want to find out which trends will be of key importance in the next three or five years.
We are interested in all that changes and will change not only in the same product category. We take a close look at broader tendencies, from emerging trends in advertising photography to cultural trends. We follow new movements in typography and typical behaviours of new generations of consumers. Semiotics and simple curiosity about all that happens around prove helpful here.
When refreshing packages or creating new product lines for existing brands, we never start from scratch. Consumers are well familiar with these brands and recognise them by several key elements. Typical presentation of fruit, specific font, colour – this is what we can find in the majority of packages and visual identifications. These elements have added certain overtone to these packages and identification and, more importantly, found a permanent place in the heads of our brand stakeholders.
Through multiple stages of package and visual identification deconstruction, their "foundations" are uncovered. The current projects are reduced to the most important components and the rest are eliminated. Thanks to this, we know what has built the brand and its competition. New proposals are created based on that knowledge. Sometimes they are fundamentally different but they always refer to brand heritage.
Packaging designs have to be checked from every angle. Literally and figuratively. That’s why we generate 3D prototypes of our creative works to test them. By doing so we are certain that consumers will see and experience exactly what we want them to.
The brand creation process does not end with the delivery of a brand book. The brand relies on the support of the entire company, not only the marketing communication department. For this reason, we always strive at making it a part of organisational culture - not through imposed orders and instructions but through involving staff.
We carry out implementation workshops for persons not only from the marketing department. They get involved in the process so that the brand is built in their departments. All-day-long excursions are not needed for that – just half a day in the company and a little bit of willingness will suffice.
We seek inspiration in atypical situations and also in places which are apparently very obvious. We are interested in everything that makes our projects expressive and that strengthens brand promise. In the past, we discovered multiple interesting creative impulses. That is why we are eager to travel in time in order to uncover symbols and codes rooted in our daily reality. They facilitate legible narration of our projects and add colour to them. Thus, the right amount of time is always booked for creative exploration.
When one becomes accustomed to one’s own creation it has an impact on evaluation. It is easy to lose perspective especially as time goes by. This happens to both creators as well as marketers. Having fought long and hard for a project makes it difficult to be impartial. In such situations, an objective opinion is needed. That’s why we provide audits of packaging and brand identity designs. We point out both their weak and strong points. We deliver written recommendations and answer all Your question during a personal meeting.