Keyword search: Art Direction

Strategy | Naming | Art Direction | Branding | Packaging | Narrative

HOW TO CREATE AN INDULGENT MASS-MARKET SNACK BRAND WITH 100% NATURAL & FREE-FROM CREDENTIALS.

FRANK* is an honest, healthy and true ‘Free From’ snack product – which is genuinely substantial and tastes great, with an indulgent, rich flavour. We were approached to create an entirely new brand identity to challenge the traditional drab design theme of existing health and free-from food brands, to show that FRANK* is a snack bar for anyone to enjoy.

We chose the name FRANK* to offer a straight-talking personality and linked the brand to the multiple selling points with a bold asterisk.

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Art Direction | Branding | Packaging | Illustration | Narrative

HOW TO RE-LAUNCH A TRADITIONAL BRITISH PUDDING COMPANY TO INCREASE SALES BY 40%

Yorkshire Based premium pudding company, Just Puds appointed us to reinvent the brand and create a brighter future for the company, by developing a range with more shelf stand out. We worked with Just Puds to redefine the brand’s key attributes and soon established that tradition, quality and Britishness was at the heart of what the company stands for.

Each pudding now carries its own unique story, mentioned on the rear pack face, which explains its place in British history.

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AFTER

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HOW TO REDESIGN MORRISONS KEY RANGES, WITH EMPHASIS ON GREAT PRODUCT PHOTOGRAPHY.

As Morrisons were about to redesign all key product ranges, we took existing products and art directed vibrant new photography styles to show how they could work with some new pack design concepts.

Below is our concept for a redesign of ‘The Best’ range. We shot beautiful day-lit photography in a ‘Bistro’ style scene and renamed the range accordingly. The product descriptors are coded in vibrant colour that hint towards the main ingredient.

BEFORE

OUR CONCEPT

Below is our concept to show how the design of different ranges of world ready-meals could be simplified through colour coding with big on-pack imagery. This would allow for simple range extension and easy introduction of further ranges.

BEFORE

OUR CONCEPT

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Brand Framework | Art Direction | Branding | Product | Packaging | Narrative | Retail | Web | Advertising

HOW TO REBRAND AN ESTABLISHED MOTORCYCLE LAYERING COMPANY, TO APPEAR MORE TECHNICAL AND BREAK INTO NEW SPORTS MARKETS .

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The new brand logo is iconic and suggests ‘performance layering’. We introduced the ‘Performance Layering’ strap-line and a colour coded performance icon to work on garments. Both a small part of the logo and the performance icon change colour to denote which climate category each product sits within.

We designed new packaging structures in a matt laminate finish to enhance the performance feel.

We designed a new functional website, with both a motorbike and outdoor sports side to appeal to both markets. We also art directed versatile lifestyle photography to work across the website, point of sale material and advertising.

While working on the project, we also suggested new clothing designs for both the performance layering and a new range of casual clothing.

Inspired by a confident new identity, EDZ opened a new flagship store in Cumbria and we designed the signage and POS.

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Art Direction | Naming | Branding | Packaging | Illustration | Narrative

HOW TO CREATE A NEW BRAND, FOR A NEW CATEGORY, THAT APPEARS ALMOST RECOGNISABLE AT FIRST GLANCE.

The bold colour pot labels offer real shelf shout and we involved Simon Inman, from our Artist Network, to illustrate a story which links the iconic identity to the scene.

The whole design is full of suitable tone of voice, written in the words of head baker, Nicola.

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Identity | Design | Art Direction

HOW TO REBRAND A TRADITIONAL AGA RETAILER TO APPEAL TO A WIDER MARKET.

Country Warmth are the authorised distributor of AGA and Rayburn for North Yorkshire, Ryedale and the Humberside regions. They appointed us to design a new corporate identity and website.

The new site offers a window to their store in Malton, encouraging customers to take advantage of their years of experties.

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Branding | Packaging | Structure | Art Direction

HOW TO REDUCE PACKAGING QUANTITY, WHILE IMPROVING THE CUSTOMER EXPERIENCE.

The iconic Robert Welch cutlery box-sets are a wedding list favourite and the main area of business for the company. We were tasked to design a new box to replace heavy paper over board constructions. Our simple box design uses minimal card to create a sturdy container for a range display tray, with room for packs of cutlery in the base. Premium embellishments such as a branded ribbon and gloss spot varnish logos, add to the soft-touch matte card surface. The sleeve is also produced with a soft-touch matte finish, with silver foil branding and gloss varnish over the photography.

Our practical, yet premium design has reduced packaging quantities and as it’s flat pack dramatically reduces need for warehouse space.

Our design for the utensils range shows full size photography, which when displayed on euro-hooks appears almost as if the utensils are hanging.

We branded a new children’s range as ‘Young Diners’ and complimented the product with a red box base.

RW is a range of cutlery sold exclusively in the US through Cosco and Cambridge discount channels. The packaging had to be different to the core range and cheaper to produce. We engineered a flat pack construct from a single piece of card that displays the cutlery, removing the need and cost of photography. The pack is generic, with specifics applied to a tamper seal coloured sticker, enabling production of a single box for all eight styles to also reduce production costs.

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Art Direction | Branding | Packaging | Narrative

HOW TO REFRESH A FLAVOUR COFFEE COMPANY TO IMPROVE CLARITY OF BRANDING AND PACK MESSAGING.

Beanies approached us ahead of a major relaunch to improve their branding and pack designs across a range of instant jars and filter pack boxes.

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AFTER

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Branding | Design | Art Direction | Narrative

HOW TO REBRAND AN ESTABLISHED MOTORCYCLE LAYERING COMPANY, TO APPEAR MORE TECHNICAL AND BREAK INTO NEW SPORTS MARKETS .

We designed a functional new website, with both a motorbike and outdoor sports side to appeal to both markets. We also art directed versitile lifestyle photography to work across the website, point of sale material and advertising.

JAMES TILLEARD | Managing Director at EDZ Layering

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Strategy | Naming | Art Direction | Branding | Packaging | NPD | Illustration | Narrative | Guidelines

HOW TO RE-ESTABLISH THE NATION’S FAVOURITE BISCUIT BRAND, EXPAND THE FAMILY AND RETAIN THE CORE VALUE OF MISCHIEF.

We created an entirely new brand framework for the launch of new toffee and chocolate product groups under the familiar Dodgers brand. This became one of the biggest FMCG new product initiatives of 2011.

To draw on nostalgia, we retained the original ‘Dodgers’ font, derived from The Beano’s ‘Rodger The Dodger’ comic strip. We added a ‘heart’ to the ‘O’ to hero the heart of the product and changed the logo font to a subtle, cream colour for consistency across variants.

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AFTER

For the packs we chose a vivid, retro sunburst as a backdrop, allowing for bold variant differentiation. We also added product specific photography in an old-school storybook style.

A life size product shot now precedes the logos and we scribbled cheeky marker pen style graffiti, to hero the heart of the product with ‘Everyone Loves’. This graffiti appears as a variant strap-line such as ‘Jamtastic’ and ‘Get stuck in!’ – which was chosen as the brand strap-line for advertising.

RANGE EXTENSIONS

We created bold sub branding for the core family extensions. Each product is a different proposition that targets a different audience or occasion and we communicate this in both the graphic elements and on-pack tone of voice.

BRAND GUIDELINES

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