On the importance of message and design when building a brand
There is a proven method that can be applied when building and promoting a brand. A consistent brand message must be developed and followed.
What is a brand? A symbol by which something is recognized. For something to be recognized it must be familiar and that requires consistent repetition. The more often a well-designed brand is seen with a consistent message, color scheme and style, the easier it is identified. This process builds brand trust and loyalty [assuming product quality and service exist] which transfers to more sales.
Think of it this way, to create more sales a brand must be consistent, recognizable and trusted - familiar. Familiar comes from the Latin word familia meaning household or family. Family are those closest and most trusted by us.
On a lower level, we associate these same feelings of trust, loyalty and closeness to businesses and brands we frequent.
When building a brand, this is the type of relationship we need to create.
In the case of Nature's Pharm we created an overall brand, developed a brand message and created serval new product brands within the company. The overall brand message centers around the phrase "Discover Natural". Two new products, Kombucha on tap and an Espresso bar are both part of a new concept within the Nature's Pharm stores which makes it a place of destination to sit down and enjoy a fresh all natural beverage.
Developing a brand for Nature's Pharm Kombucha on tap was challenging in the respect that the product category Kombucha is virtually an unknown. This has been used as an advantage, giving use the opportunity to work with a clean slate and educate customers.
The branding for the Espresso bar was almost the opposite, in the respect that the concept is well known and can easily be overlooked. This gives us an opportunity to educate the customer about the natural farm sourcing and true craftsmen fashion in which Brickhouse coffee beans are roasted.
Branding of each product is very different, but all of the branding has been brought together with the use of icons that are quickly reference to highlight what is available when cross promoting the products.
The use of these simple icons can also be easily expanded for use with other products within the store.
The Kombucha brand was created based on the icon. We used a hunter green as the dark base of the brand with a lighter green in the same spectrum for highlight. The contracting light blue used in the design helps tie the logo into the fresh branding message, which is seen with the background, used in promotional material.
The Espresso Bar branding was kept very simple because it is more of a location within the store as opposed to a product. The branding for this will also include the Brickhouse coffee, which is used in all the drinks made at the espresso bar.
With both of these brands having their own unique icon attached to the product, it is very easy to connect and cross-promote each brand with advertising when the other product being promoted is the main focus. This can be seen in a coupon/flyer that was created. You can see the use of the Kombucha icon in a flyer that is about the Espresso bar.
The cross promotion of Kombucha and the espresso bar can also be seen in the vinyl created for the store front with the Kombucha and cold brew coffee being the main focus.
We created an informational poster to help educate customers about Kombucha, highlighting how it is made and the benefits, based on logo design and branding for this product.
A tri-fold brochure was created to help bring these brands together and place them within the branding of Nature's Pharm which is based on "Discover Natural" with a high energy level and bright colors to help the brand stand out against the standard earth-tone color choices normally seen in the industry.
Left to right [Inside panel, back and front]
Inside of the brochure fully opened [white lines indicate fold lines].
Consistent theme in all media & methods
Design, prepress and printing
Marketing Campaign and Design
Design and Print