Classic branding and packaging design by Barcelona-based firm Marnich Associtates. The stuff for Noguera & Vintro is incredible. Interestingly enough — and despite that excellent branding — they’re apparently the “exclusive distributor of Hello Kitty in Spain”. Good thing you have this incredible, minimalist branding, because we all know Hello Kitty retailers and very concerned with modernist graphic design.
All joking aside, this seems like a very strange choice of branding considering the product / market. It also just plain looks weird on the site with all that garish Hello Kitty stuff going on in the middle. Do you think the client asked for this seemingly incongruous style of branding or was it foisted upon them by an overzealous design shop? Judging from a lot of the playful work on Marnich’s site, I’d bet on the former as I could see them treating this right. Odd.
Via Aisle One
I typically start my designs in black & white, but eventually I reach a point where I feel like the work is missing something, and at this time I begin to incorporate some color. That’s why I’m impressed by design that succeeds in B&W, and Craig & Karl’s work for The Commons is some of my favorite yet. The fact that it is successful across an entire system is even better. Check out more pictures here.
Craig & Karl via Allan Peters
Sourced from Man About Town -- note the interesting article name
A while ago I posted on an article about different techniques for naming your brand. I’ve found that method of brainstorming to be particularly helpful, but sometimes you need an extra spark. I wanted to put another tip out there I’ve found success with recently. Maybe if you’re in need of a brand name this will help you find what you’re looking for. (Of course this sort of thing works for band names too — really any entity that you’re charged with naming.)
So if you’re like me, eventually you run your brain dry of ideas if you’re just sitting around trying to think of the perfect name. Per project, I usually have about two or three days worth of *just* thinking in me. After that I go crazy and try desperately to convince myself that something I thought of is actually amazing. One week later, when I realize I’m delusional, I am back to the drawing board, nameless. My favorite place to look for inspiration these days is no longer song lyrics or the dictionary — it’s fashion magazines.
I suppose any sort of magazine would do, but fashion magazines seem to work best. The titles of articles and photo spreads in fashion magazines are rife with clever turns of phrase and exciting word combinations. Basically anywhere they have to think of clever titles for something pretty abstract is where you want to look. A photo shoot where everyone is wearing black for example, probably has some unusual name (otherwise it’d be really boring). You don’t really see it on blogs, but print writers seem to have a insatiable desire to think of the cleverest name for every article they ever write. Some are completely useless for our purposes, but you can usually find enough of a catalyst to get on the right creative track. I like to make a two column list and combine cool words at random, in hopes of striking something exciting. Here is a short list of a few I noticed in the magazines sitting on my desk (and my thoughts on what they could refer to):
Away with Words (maybe for a publisher?)
Under Statements (minimalist clothing line)
Mind Field (think tank or angel fund)
Sharpsuiter (lame prom-type clothing line)
Her Friend the Bandit (versatile…could be clothing, or maybe a hipster joint)
Elements and Gravity (probably for a jewelry line OR cosmetics)
Some fun ones — if you look for long at all you are bound to find something amazing. Of course it may be perfect for a project you aren’t even working on, but it’s always good to keep a running list. I have the PERFECT name for a bar if I ever decide to start one (I’m not telling). Anyway, it’s an idea, hopefully it helps out!
(I realize there are elements of creative thievery at work here. In a way, you are harvesting another person’s creativity for your own benefit, but I don’t think there are any trace elements of plagiarism at work. In most cases, the phrases or words implemented by the writer are common, and are structures you would have come across eventually, either in conversation or everyday life etc. People may disagree, but I think this is a safe technique.)
My most recent assignment for my MFA program is a pretty exciting one. Our task this semester is to pick a dead, dying or defunct brand and revitalize it. We are free to choose pretty much whatever we want so long as we can make a case for its need of a makeover and/or repositioning. The goal is not only to develop a new identity system for the brand, but also to extend its focus into untapped commercial avenues. For this part especially, we are encouraged to let our imaginations go wild. At the end of the project we will have an overhauled identity system, new product extensions, and an imagined history starting from wherever we picked up — the only thing that must be carried over is the original name.
Pan Am, a most beloved brand, would be a great example of something that would work really well for this project. Picking something that is familiar to people and in the public consciousness is always a good strategic choice. Although, you do run the risk of competing with a powerful history and a previously very effective identity. Another good example that Scott and I discussed was General Dynamics.
Today in class we went over everyone’s choices and there were some pretty cool ones; some very random, and most with lots of potential for sure. I am still on the fence with my choices, but I think I’ll come round this weekend when I have more time to think of potential futures. Right now, I’m thinking it might be fun to try and make No Fear cool again. They obviously aren’t an extinct brand, but if you visit the website you’ll see there is room for some…improvement.
Anyone think of other brands that are in desperate need of a renovation or rebirth? We found this list, but most I had not heard of. I’m sure there must be some others out there just screaming for an overhaul. Sound off in the comments.
UPDATE: The brand I ended up choosing was Playboy. Read about it here.
