Civica

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 de-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,
emphasising the open, dynamic, and bright dimensions of the culture
and organisation.

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’
emphasised 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.

YSIOS

Cultivating the Remarkable

Pernod Ricard Winemakers wanted to renew the look and feel of the YSIOS range through a design that credibly honours its traditional ways of viticulture and reflects their avant-garde mindset. With five very special wines in the portfolio, each needed to belong yet promote their individual story.

The new design draws inspiration from the key winemaking elements: the intensely personal connection of the Ysios winemaking team headed by award-winning winemaker Roberto Vicente, the diverse terroir and rich heritage of Rioja Alavesa subregion, and the avant garde mindset captured in their boutique bodega, designed in harmony with the landscape by award-winning architect Santiago Calatrava.

The specific conditions of each vineyard are brought to life in the visual icons on each bottle, paying homage to the distinctive story behind the winemaking of each of the five wines. The label shape reflects the distinctive, undulating curves and central arch of the Ysios bodega. Clean mineral tones, with earthy elemental textures and colours evoke the natural diversity of the region´s terroir.

Painstakingly crafted over a two-year period, the result is a beautifully crafted and minimalist design that brings the multifaceted story to life.

“I love the new designs. The shape visually conveys the importance of the Sierra Cantabria mountain range to our region’s terroir, whilst the unique images on the labels capture one of the key elements that give each wine a distinctive personality. Like Ysios wines, their elegance represents layers of complexity.”

Roberto Vincente, Winemaker and Winery manager, Ysios

Visual Identity

Strategy and Positioning

Packaging Design

Tesco Finest Gin

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 flavour 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

Nephila

A brand with a different point of view

Nephila deals in catastrophe reinsurance and weather risk. For 20 years it has been driven by its founders, but to thrive in future it needed to find success as a brand.

We began by spending time with founders Frank Majors and Greg Hagood, who started with a bright idea and grew it in to a world leader with $10 billion assets under management. Why were they so successful? How could we distil that and turn it in to a brand? We also interviewed investors, brokers, management and staff to understand strengths, values, culture and perceptions.

We then held a Visual Planning workshop – our proprietary approach that uses neuroscience – to go beyond strategy and explore how visual ideas could work intuitively as well as logically.

The identity we created is about ‘A Fresh Perspective’ This has been key to Nephila’s success. They look at things differently and see new angles. Like their namesake, the Nephila spider with it’s eight eyes, they have multiple points of view.

The logo we designed is based on the Penrose impossible triangle that challenges how we look at the world.

"We are now unified behind one brand idea which helps us understand and connect with each other"

Visual identity

Strategy and Positioning

Brand Architecture

Personality and Values

Brand Guidelines

Environments

Website

A fresh perspective

We brought the new branding to life across many touchpoints and created a new website that uses dynamic gliding pages to project changing perspectives. Over film, it’s constantly changing – just as the world of climate and catastrophe is. Over images, it’s a lens through which a different perspective is revealed.

Frank & Greg

Everyone at Nephila is now unified behind one brand which helps them understand and connect with each other. Everyone is coming from the same place and going in the same direction. The values Frank and Greg brought that made Nephila so successful are enshrined for the future.

Dominio

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 whilst 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 flavour 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

Flawsome!

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.

Boots

Boots

Nursing the nation’s favourite healthcare brand back to health.

The Change
Boots is one of Britain’s best loved brands but 170 years on, it was starting to struggle. The culture of wellness was undergoing seismic change and peoples’ relationship with wellness brands had shifted. New competitors, from discounters to online beauty specialists, were shaking up every category Boots operated in. And what’s more, its identity had not been reviewed for decades and was increasingly out of step with the needs of modern marketing.

The opportunity
We reviewed every element of the Boots brand strategy. To give the brand substance, we found at its heart a brand purpose that still held relevance but had never been activated. We created a new brand platform ‘Our confidence inspires yours’, and from that, brand experience principles, which allowed us to recast the familiar logo, freeing it from is dated lozenge, and create a whole new emotive identity system that was fit for digital and accessibility, and allowed it to play to the very different needs of beauty, wellness and pharmacy.

We also provided brand guardianship to our Ogilvy partners, who activated the purpose and the identity through TVC, OLV and social media platforms.

Results
The new identity was launched in Boots ‘Store of the Future’ in Covent Garden, and is enjoying significantly stronger scores against key attributes such as ‘modern and up to date’, satisfaction (especially against the crucial under 40’s audience), has exceeded sales targets by up to 14%, depending on the category.

This work was also awarded Best Visual Identity in the Retail Sector (silver) and Best Use of Typography (bronze) in the Transform Europe Awards.

Won Silver for ‘Best Visual Identity in the Retail sector’ and Bronze for ‘Best Use of Typography’ at the 2020 Transform Europe Awards.

Visual Identity

Strategy and Positioning

Brand Architecture

Brand Development

Personality and Tone of Voice

Brand Guidelines

Environments

Marketing Collateral

Müllerlight Amore

Müllerlight Amore

Our design of Müller’s new range draws upon Italian ceramic artistry to bring to life the Italian heritage, quality and luxuriousness of the product.

Super creamy yogurt is a segment in growth with more consumers buying it, and paying a higher price. However, a key barrier to consumption is concern over high fat, and too many calories. 

An opportunity therefore existed for Müllerlight to offer consumers a fat free super creamy yogurt inspired by Italy, to tap into this desire for indulgence without the guilt, and build Müller’s presence in this category. According to research on luxury yogurt, Italy is associated with expertise in creaminess – from gelato, to mascarpone and mozzarella.  

Our strategy was to clearly position Müllerlight Amore as a ‘special moment’ of me-time indulgence with a distinctive design that would communicate the Italian story behind the concept, have great stand out on shelf, and justify a premium price. With the reassurance of being ‘fat free’, consumers could treat themselves more often.

The design is inspired by beautiful Italian ceramic artistry to bring to life the Italian heritage and the quality of the product.  

The darker blue colour palette cues luxury and positions the product within the premium super creamy yogurt category, taking the customer to a more ‘indulgent’ evening experience.

“The super creamy yogurt sector continues to grow and our Müllerlight Amore range allows health conscious consumers to buy into this without worrying about high fat and calories. Coley Porter Bell has delivered a beautiful, luxurious design which allows our customers to tap into a little moment of luxury.”

Michael Inpong, CMO UK & Ireland, Müller

Strategy and Positioning

Naming

Innovation and NPD

Visual Identity

Packaging Design

M&S Plant Kitchen

plant kitchen m&S

M&S Plant Kitchen

Our design for Marks & Spencer’s product range ‘Plant Kitchen’ helps to unleash the power of plant-based nutrition.

plant kitchen m&S
plant kitchen m&S
plant kitchen m&S

There is a seismic change happening to people’s eating habits with plant-based eating becoming one of the fastest growing consumer trends in the Western world. Working closely with M&S, we took them from category opportunity to launch in no time flat. Taking inspiration from street food, we created a dynamic and cosmopolitan brand that powerfully communicates the benefit of ‘unleashing the power of plants’, also ensuring the brand can’t be missed bythrough the use of an ownable, category-defining blue.

The design has been very well received and consumers have responded positively to a range that feels unapologetic and full of flavour – 60% of Plant Kitchen sales have been incremental and brand penetration has reached an impressive 5.6%.

Won Gold for ‘Best development of a new brand within an existing brand portfolio’ and Silver for ‘Best Visual Identity from the Food and Beverage sector’ at the 2020 Transform Europe Awards, and Bronze at the 2020 Design Effectiveness Awards.

Plant Kitchen brought 1.5 million unique customers to M&S stores specifically looking for the range and 80% of these repeat purchased. It now has the largest household penetration level against vegan range competitors.

Strategy and Positioning

Naming

Innovation and NPD

Visual Identity

Packaging Design

Brand Toolkit

plant kitchen m&S

Globe Life

globe life

Globe Life

Working alongside Ogilvy, we had to devise a new logo and identity for the elevated Globe Life brand. The new brand (and logo) needed to serve as the group brand (formally Torchmark Corporation), sitting across a number of other insurance brands as well as a co-brand.

globe life
globe life

Our approach needed to be simple and approachable and not appear too distant as a brand yet ensuring Globe Life retained its stature. We needed to lift Globe Life from a category filled with a sea of sameness – while keeping the cues that anchor them within their category. Importantly, we needed to appeal to working families who wouldn’t have considered Globe Life before to ensure they feel there is an insurance product that’s been designed for them, their family, their needs and budget; that appears simple, straightforward and accessible and that will protect them against the unforeseen – allowing them to concentrate on building a better future.

The simple way to brighter tomorrows . ‘Simply, Life Better’

Strategy and Positioning

Brand Architecture

Visual Identity

Digital Templates

Environments

Brand Guidelines

Brand Toolkit