Flawsome! – US

Flawsome!

We waste 1.3 billion tonnes of food every year. Half of this is fruit and veg deemed to be too wonky or ugly, left by supermarkets who refuse to purchase it. Our client had a great idea: turn this rejected produce in to juice. The only problem was finding a brand for it, that worked.

Food and drink made from waste has become an emerging category. We saw a chance to lead it. To succeed, we needed to engage with Millennials and Gen Z by creating a brand that mattered to them. It needed a story and purpose, a strong proposition, an engaging personality.

We came up with a new name, Flawsome! The idea of ‘flawed…but awesome’ took the brand to a new place where it could thrive and grow into something bigger than just juice in the future. The long-term brand purpose we developed went beyond simply saving food too – it encouraged people to look at waste again and imagine what they could do with it. To look for ways to upcycle and make something useful or beautiful.

The brand manifesto champions individuality over perfection and creating the brand, we were true to its values. The brand identity and product illustrations were montaged from letters and pictures cut from recycled magazines. Displays and pop-ups were made from materials like old fruit crates that would have otherwise also gone to waste. We also advised the brand to use bottles made of recycled glass – imperfect maybe, but that was the point and it also meant we saved plastic.

Won Gold at the 2020 Design Effectiveness Awards and Gold at the 2020 Transform Europe Awards for ‘Best Naming Strategy’.

Flawsome is now boasting 536% yoy growth, has expanded distribution to 17 wholesalers and acquired eight new investors since the rebrand.

Insights and Analytics

Strategy and Positioning

Naming

Visual Identity

Packaging Design

Marketing Collateral

Brand Guidelines

Brand Toolkit

Waste reimagined

We have also launched a campaign to regenerate community areas like sports pitches and parks to lift the brand and lives of the local people at the same time.

Chivas Regal – US

global_branding_agency_pernod_ricard

What makes a brand iconic? Everything.

The Chivas Regal brand was inconsistent in international markets. The bottle said luxury, but when you went beyond the pack it was a different story.

global branding brand world identity chivas regal whiskey spirits

Chivas Regal had a problem. In many markets around the world there was a disconnect between the luxury credentials of the packaging and the off-pack brand identity. Different markets were doing different things, there was little guidance and no brand bible. When we became global brand guardians, we set about putting this right. First, we used Visual Planning™ to define the brand’s essence and design principles. Then we crafted a new logo marque and brand motif. Next, we compiled a brand world to inspire, guide and motivate creativity across all Chivas Regal’s markets. It extended to all touch points of the brand, from experiences and brand spaces to merchandising and activation materials. We also provided a consultancy service that offered guidance on assets produced locally to ensure a consistent look and feel, and optimum quality worldwide.

Local markets from Vietnam to Russia embraced the new thinking. The new brand world helped Chivas Regal affirm its status as an iconic luxury brand.

Strategy and Positioning
Naming
Innovation and NPD
Visual Identity
Packaging Design
Brand Architecture
Brand Guardianship

Dominio – US

Capturing the signature expression of the Rioja region.

Dominio is the most premium wine in the Campo Viejo range, only produced when the conditions and ingredients are perfect for harvest. However, the existing packaging design felt disconnected from the Masterbrand.

Dominio is the most premium wine from Campo Viejo – it’s exclusive, and only created when the conditions and ingredients are absolutely perfect for harvest. Yet while the former design was distinctive, it felt disconnected to the others in the portfolio and lacked the expressive characteristics intrinsic to the brand.

To celebrate its charm, we crafted a simple yet bold bottle and gift box that visually expresses the story of the three sub-regions of Rioja and three iconic grape varietals – Tempranillo, Graciano and Mazuelo – coming together to form the ‘jewel’ of Campo Viejo. The warm earthy tones pay tribute to the intense flavor profile of Dominio de Campo Viejo and the images link directly to the domain, or dominio, from which it is sourced in Rioja.

The design is now perfectly balanced, like the wine, to better reflect the levels of passion, dedication and craftsmanship that go into its creating, appealing to both the seasoned and seasonal drinker.

The design is now perfectly balanced, like the wine, to better reflect the levels of passion, dedication and craftsmanship that go into its creating, appealing to both the seasoned and seasonal drinker.

Strategy and Positioning

Portfolio Architecture

Packaging Design

Brand Guidelines

Brand Guardianship

Tesco Finest Gin – US

Tasting notes

The Melodist is a new gin brand for the Tesco Finest range. With the extraordinary boom in gin sales, creating a successful and credible own label supermarket brand had its own set of special challenges. Our point of difference was the composition of the product, which we needed to show.

The Melodist was awarded Silver at the FAB Awards 2020.

With a balanced London Dry style, the distiller’s intention was to amplify the qualities of the twelve botanical ingredients that make the gin, and create a blend that is greater than the sum of its parts with each flavor having a key part to play in the overall composition.

The name – The Melodist –  was inspired by composers who achieve the same balance and harmony in music, by understanding the role of each instrument in an orchestra.

The illustration of the ensemble of musical instruments, such as gleaming brass horns, surround the lustrous wood of a fine cello and the botanical notes including juniper, Angelica, green tea and lemongrass which effloresce from the mouth of the French horn to show this.

The design is playful whilst the finer detail suggests craft and artistry. The master distiller’s signature at the end further adds credibility, of both external expertise and the partnership.

"Coley Porter Bell's skill in alcohol branding combined with the team's expertise of own label were vital in getting this product to market"

Caroline Kelly, Head of Design, Tesco

Naming

Strategy and Positioning

Brand Architecture

Packaging Design

Morrisons M-Savers US

Morrisons M-Savers Retail Packaging Branding Design Agency Coley Porter Bell

Closer to food.

Morrisons Value brand had become embarrassing, literally. Customers were ashamed to put it in their baskets.

Morrisons M-Savers Retail Packaging Branding Design Agency Coley Porter Bell

Morrisons Value packaging looked ‘cheap’ and ‘unappetizing’ – their customers’ words, not ours. As a result, it had a lower share of basket than any other supermarket own brand. We were tasked with redefining the brand, creating a new identity and developing an architecture for over 600 SKUs. Morrisons aim to be ‘closer to food’. They have their own farms and bakeries, do their own manufacturing, and train their own butchers, bakers and fishmongers. We created new branding that brought this promise to life. We renamed the range M Savers and created a visual identity using illustrated product silhouettes and handwritten descriptions. These visual cues suggested all the human care that goes into the range.

‘Sales up year-on-year for our M Savers range. Cannibalization and deflationary impact lower than predicted. Rip roaring success! Well done.’

Belinda Youngs, Morrisons

With year-on-year growth of 49.7%, M Savers instantly became the fastest growing food brand in the UK and generated £23.2 million additional revenue vs the previous year.

Insights and Analytics
Strategy and Positioning
Brand Architecture
Naming
Packaging Design

Civica – US

Establishing a global technology leader

Civica wanted to update and refresh their brand, cementing
their positioning as a global leader and specifically in software
for public services.

Advances in digital technology have accelerated the transformation of
public services, and increased demand for cloud-based solutions. Civica
wanted clients to perceive them as the right partner to help them
understand and harness this new potential, which could help public
sector bodies provide improved public services.

We worked with Civica to create a new brand strategy and visual identity. The brand’s Positioning, About Us and Elevator description were carefully crafted with the Civica team. These were built on the six key points of difference that were identified as the brand’s unique strengths. These strengths were a combination of business, technical and cultural advantages.

A new Brand Essence was developed with Civica’s senior team in a Visual Planning workshop. This workshop uses neuroscience-based techniques to help unlock deeper insights into the brand, and the people behind it.

The new Brand Essence encapsulated the brand’s ambition to harness opportunities for clients and the focus around efficiency, and dynamically improving service delivery. This Essence was underpinned by the abilities of the brand’s highly creative staff, and their innovation lab ‘Civica NorthStar’, which promised smarter software for clients.

“We wanted our redesign to reflect the strong position and purpose of Civica as an innovative partner for the public sector and our ambition for the future. The team at Coley Porter Bell really understood our vision and helped translate that into a modern and appealing brand.”

Tim Magness,

Chief Marketing Officer

Refreshing existing assets

The brand’s unique teal was brightened, and the logo design evolved to
use all upper-case typography. This gave the logo a more symmetrical
feel, making it cleaner, clearer and more impactful.

The design process started by dae-cluttering the brand, removing layers
of visual complexity to uncover the brand’s distinctive visual assets.
The updated design communicates the personality of the business,
emphasizing the open, dynamic, and bright dimensions of the culture
and organization.

The final brand element was the new tagline ‘ideas into action’. This
expressed both the thinking and doing sides of the Brand Essence,
combining the brand’s intellectual and practical sides. The use of ‘into’
emphasized the cause and effect power of the brand’s approach to
software.

The design language

A unique visual language with ‘smartly coded’ symbols was developed. The design was inspired by the language of software – using the instructions such as * ^ and # that are used in programming – as graphic elements. This visual language linked the brand’s expression to its core software expertise.

The brand’s verbal expression complemented the visual. Headlines like ‘Keep your head in the cloud’ combined technology references with encouragement for staff to keep pushing. This was embedded into the smartly coded language by the use of programming brackets to hold the phrases.

Perrier-Jouët – US

global branding agency packaging brand world perrier-jouët

Bringing back La Belle Epoque.

Perrier-Jouët needed to rediscover their distinctive house style.

Perrier-Jouët has a very distinctive history and style. But as a brand it lacked clarity and consistency, especially across international markets. We immersed ourselves in its history and developed a series of brand principles – allure, craftsmanship and Art Nouveau – which distilled the spirit of the maison. With these we created a brand world to inspire collaborators and local markets to express the essence of the brand with consistent flair and creativity at every touch point, everywhere in the world. We also redesigned the entire portfolio injecting elegance, artistry and luxury detailing.

The brand has been growing two and a half times faster than the champagne category.

Strategy and Positioning
Innovation and NPD
Visual Identity
Packaging Design
Environments
Brand Guardianship

global branding agency packaging brand world perrier-jouët
global branding agency packaging brand world perrier-jouët
global branding agency packaging brand world perrier-jouët
global branding agency packaging brand world perrier-jouët

Nescafé Azera – US

global branding brand and design agency nescafé azera coffee packaging

Instant barista.

When Starbucks launched an instant ‘micro-ground’ coffee, they created a new category. Nescafé needed to respond quickly.

global branding brand and design agency nescafé azera coffee packaging

Our task was to create a premium brand that would attract young adults. Neuroscience tells us that people are swayed by unconscious associations. So we designed a system of visual codes that people associate with barista coffee. For example, commercial coffee machines are often chrome with enamel branding, so we brought that look into the design. We also created a name that sounded Latin American and a color palette of browns and oranges to suggest rich coffee flavor. We were involved in every stage of the launch, from developing the strategy to brand design and key visuals for advertising.

Despite being last to market, Azera owned 49% of the microground coffee market within 2 months. The brand now has 7% household penetration.

Strategy and Positioning
Naming
Visual Identity
Packaging Design
Marketing Collateral
Brand Toolkit

global branding brand and design agency nescafé azera coffee packaging
global branding brand and design agency nescafé azera coffee packaging
global branding brand and design agency nescafé azera coffee packaging

Ryvita – US

Ryvita packaging brand design agency coley porter bell london

It’s about what’s in it. Not what isn’t.

Ryvita was thought of as a diet food. It was time to change perceptions.

Ryvita packaging brand design agency coley porter bell london

Ryvita is a delicious crunchy rye bread packed with nutritious goodness. But over the years it has become associated with calorie counting and self-denial. We were tasked with making the brand positive, about all the good stuff inside. Using Visual Planning™, we explored the new language of health – the semiotic codes of today’s health and wellness are bright, vibrant and optimistic, in stark contrast to the deprivational codes of yesterday’s diet focused health offerings. The new identity is abundant with taste and flavor cues, and suggestions for new ways to enjoy the crispbread with your favorite toppings. The new branding sets it apart from me-too competitors. The vibrant new packs eclipse everything else on shelf.

"Coley Porter Bell has delivered a design that will keep us at the forefront of the flatbreads category. They surpassed our expectations."

Estefania Boerr, Senior Brand Manager

Ryvita packaging brand design agency coley porter bell london
Ryvita packaging brand design agency coley porter bell london

DSM – US

global branding agency brand identity DSM corporate

Brand value. Quintupled.

DSM was moving from traditional chemicals into life sciences and materials sciences. They needed to transform their brand.

global branding agency brand identity DSM corporate

DSM were now working in a new space, innovating across a wide range of products from food and dietary supplements to personal care, from paints to electronics, from alternative energy to bio-based materials. The company and its 25,000 staff worldwide needed a new way of looking at themselves and projecting their vision to the world. We developed a strategy and brand idea, ‘Bright Science, Brighter Living’, which focussed on how their innovations positively impact people’s lives. We then created a new identity, supported by a tone of voice, corporate mission, brand behaviors and brand architecture. The new branding was transformational, changing perceptions of DSM with its customer base and enabling them to stand out in the category. Internally, the new brand created an emotive and energetic spirit throughout the business which continues to drive the company today.

550% increase in brand value from $152m to $836m. The visual identity was proven to play a key part, with Brand Finance’s Visual Identity Score seeing its steepest increase in the first year of the roll out.

Strategy and Positioning
Visual Identity
Environments
Marketing Collateral
Brand Guidelines