Cookies for Carers

Helping Tesco, help the NHS

Tesco wanted to launch a product that supported key workers during the Covid-19 pandemic and needed help bringing it to life in store.

Tesco is a partner of SalutetheNHS.org, a charity that provides meals and care packs to NHS key workers. To support the charity during the Coronavirus crisis, we were challenged with creating the design for a newly developed rainbow cookie decorating kit which would be sold in Tesco stores, and would see all proceeds going directly to the charity.

The rainbow has become a symbol of NHS support during Covid-19. Taking this as our inspiration, we applied a graphic bold rainbow to pack, using patisserie inspired colours for to amplify appetite appeal and create standout at shelf. The colour palette also complimented the teal SalutetheNHS.org logo which was a clear call-out of the charity partnership on pack.

We were so passionate about this project that we also considered how Tesco might highlight awareness of the packs to consumers across the shopper journey. Starting with the Tesco Masterbrand architecture we incorporated bright backgrounds and home-made touches, including rainbow biscuits and icing doodles, and created a suite of assets for use on social media and in out of home displays.

“The Tesco team at Coley Porter Bell were thrilled to be asked to participate in this opportunity. It is fantastic to be able to contribute, in some small way, to such a worthwhile cause.”

Sam Stone, Creative Director, Coley Porter Bell

Packaging concept design

Social media concept design

OOH concept design

Plantastic

A brand world packed full of Pure Plant Power

Plant-based eating began as a trend, but in the last year has turned into a food revolution. Premier Foods saw an opportunity to use this change in eating habits to launch a new range of plant-based products – ones which are both good for the body and also pack a punch when it comes to flavour.

Plantastic is a plant-based food range aimed at Gen X and Gen Z, and reflects what this audience expect from brands; a promise of health backed up by a bold and passionate brand story. Just as the products are for those with busy lives and competitive priorities, trying to juggle work and play, the brand is about vibrant products which balance both goodness and taste, with an extensive range that caters for all eating occasions.

Our task was to create a standout brand world that would deliver the impact and immediacy a new brand needs. We developed the brand positioning, tone of voice, and brand identity for application across the range of touchpoints including packaging, posters, t-shirts and merchandise.

We used our Visual PlanningTM process to articulate the new brand purpose, “Nourishing your brilliant life”. This was built from the belief that it should be easy for everyone to eat delicious food that makes them feel good about themselves​.

Our solution used natural textures, brilliantly vibrant and ‘delicious’ colours and created the powerful ‘P’ icon which will become a key identifier for the brand across its world. We finished off the unique brand story with a powerful and ownable brand tagline, “Pure Plant Power”.

Brand identity

Positioning

Tone of voice

Packaging

Illustration

Style guide

Mr Kipling

Mr Kipling Premier Foods Packaging Brand and Design Agency Coley Porter Bell London

A sweet partnership

Despite 50 years of success, Mr Kipling was coming under increasing pressure from own-brand ranges. Customers were struggling to find their favourite Kipling cakes.

brand design agency Mr Kipling Premier Foods Brand and Design Agency Packaging Coley Porter Bell

The ambient cake aisle is a crowded place. Brands have 2-3 seconds to make an impression and get picked. Our brief was simple; improve the shopability of a range that was looking muted and unloved.

We needed to bring it back to what the customer is expecting to see – a naturally colourful and cared for brand that’s all about everyday enjoyment.
Using Visual Planning™ we uncovered what is distinctive about the brand, and how it could then differentiate itself from the competition.

We took inspiration from one of our rules of thumb ‘know your visual DNA’, bringing back a modernised version of the cake brand marque to establish a sense of pride, and re-build equity back into the brand. We also took the new visual principles and architecture to extend across different ranges from the brand’s portfolio, including: free-from, Halloween, Bonfire & Christmas 2018, Summer 2018 in partnership with Roald Dahl, and a new permissible kids sub-brand.

Sales have already increased since launching in February 2018.

Insight and Analytics

Brand Architecture

Packaging Design

Brand Guardianship

FremantleMedia

FremantleMedia Get The F*ck Out Of My House branding brand identity design agency

A subversive smash.

FremantleMedia wanted to reinvent reality TV for a millennial audience.

Nice brief…

FremantleMedia Get The F*ck Out Of My House branding brand identity design agency

Best known for family-friendly shows like Pop Idol and The Price is Right, FremantleMedia had developed a new kind of reality TV show. ‘Get The F*ck Out of My house’ (GTFOOMH) was aimed squarely at millennials.  In the show, 100 complete strangers cram into a small riverside country cottage and are filmed 24/7. Zero privacy, maximum stress, last person standing wins €100,000.

We were asked to develop the show’s positioning, personality, tone of voice and visual identity. To appeal to Millennial viewers, we needed to avoid the generic language of reality TV, this couldn’t be just another Big Brother. We defined a distinctive brand proposition that took GTFOOMH away from the organised, observational and exhibitionist world of Big Brother into a much more chaotic, provocative and subversive space. We summed this up as ‘come revel in the chaos of the human zoo’. To fully support this subversive positioning, designed to provoke and jar with expectations, we painstakingly, hand-embroidered a traditional cross-stitch visual identity that played to the system 1 associations of ‘home sweet home’ but incorporating visually subversive elements hidden within the design. At first glance seemingly perfect for such an idyllic rural setting but in complete contrast to the forthright name of the show, to suggest that all was not what it seemed.

Launched in the Netherlands, it was channel RTL5’s highest rating new show in over 6 months, beating their slot average by 57%. It was instantly recommissioned in Brazil and Denmark too.

Strategy and Positioning

Visual Identity

Digital Templates

Brand Toolkit

FremantleMedia Get The F*ck Out Of My House branding brand identity design agency
FremantleMedia Get The F*ck Out Of My House branding brand identity design agency
FremantleMedia Get The F*ck Out Of My House branding brand identity design agency
FremantleMedia Get The F*ck Out Of My House branding brand identity design agency

Jordans Grin-Ola

Feeding kids’ imagination with natural goodness.

Jordans needed to launch a tasty, healthy cereal that kids would love and mums could trust.

Design Strategic Branding Brand Design Packaging Agency Coley Porter Bell London Jordans Grin-Ola

The children’s cereal market is split between sugar-laden cereals that children love and healthier options that kids find bland and boring.

But ‘healthy’ does not have to be beige or boring. Through an immersive Visual Planning™ workshop, we generated a core design idea ‘feeding your imagination with natural goodness’ which brings together Jordans’ expertise in producing natural, great tasting cereal and their support of the countryside with children’s desire for adventure and increasing independence.

To appeal to the audience of 5-9 year olds, the pack introduces a gang of adorable but mischievous woodland characters who work together to get their paws on the delicious Grin-Ola. Each illustrated character has been given a rascally personality and a cheeky grin.

The new packs have just hit the shelves and have been extremely well received by the trade, enabling broad distribution.

Strategy and Positioning

Naming

Innovation and NPD

Visual Identity

Packaging Design

Brand Toolkit

Design Strategic Branding Brand Design Packaging Agency Coley Porter Bell London Jordans Grin-Ola
Design Strategic Branding Brand Design Packaging Agency Coley Porter Bell London Jordans Grin-Ola

RAF100

global brand and design agency brand campaign identity RAF100 royal air force

The past, present and future.

The Royal Air Force celebrates its centenary in 2018. We were asked to develop a new ‘RAF100’ visual identity to commemorate a century of service and sacrifice, and inspire new recruits.

global brand and design agency brand campaign identity RAF100 royal air force

The RAF100 campaign needed to celebrate, commemorate, and inspire a new generation. Working closely with their team, we developed a visual identity that captures the confidence, vibrancy and energy of the modern RAF, and the pride we all share in its past. It draws inspiration from the iconic RAF roundel, and works across many applications. We also created new photography to bring the RAF’s past, present and future to vivid life.

The RAF100 identity will be everywhere in 2018, at airshows, flypasts, concerts and parades, charity events and commemoration services. We hope it encourages kids especially to give their lives a flying start.

"Coley Porter Bell instantly got to the core of what the RAF stands for."

Air Commodore Nigel Bradshaw, Head of Media & Communications at The Royal Air Force

global brand and design agency brand campaign identity RAF100 royal air force
global brand and design agency brand campaign identity RAF100 royal air force

Sharwood’s

global_branding_agency_london_premier_foods_packaging_ sharwood's

Adventures in modern cookery.

A century old, the Sharwood’s brand needed to engage a new generation of young, image-conscious consumers.

global branding agency london premier foods packaging sharwood's

Sharwood’s is the UK’s leading brand in Asian cuisine, but they’re in a tough category. Modern consumers have eclectic tastes and increasingly seek out fashionable brands to match their personal style. We needed to move the brand on. Using Visual Planning™, we developed a new brand proposition about culinary adventures. We then created a visual identity to bring this idea to life, using vibrant colours and symbols evoking the allure of various parts of Asia. Sharwood’s have over 170 SKUs and continually bring new products to market, so we also needed to develop a comprehensive brand architecture. The new system we created makes it easy for shoppers to navigate the entire Sharwood’s range.

The new visual identity has been rolled out successfully across the UK and is part of the platform that has launched the brand internationally.

"The magic ingredient CPB has is the unique way it approaches briefing, which is its Visual Planning™ workshop."

Yilmaz Erceyes, Category Marketing Director, Savoury Meals at Premier Foods

Sharwood's Premier Foods Packaging and design agency coley porter bell london
global_branding_agency_london_premier_foods_packaging_ sharwood's
global branding agency london premier foods packaging sharwood's
global branding agency london premier foods packaging sharwood's
Sharwood's Premier Foods Packaging and design agency coley porter bell london

The Co-op

The Co-op Food Retail Branding Design Agency

The fall and rise of the Co-op.

The Co-op was losing market share and selling less own-brand than competitors. Their stores were also ‘frankly, awful’ (the words of their CEO).

The Co-op Food Retail Branding Design Agency

The Co-op had lost its magic and a radical rethink was required. We went back to the drawing board. Using our proprietary tool, Visual Planning™, we developed a new brand strategy and a core idea to drive the Co-op forward: ‘Food as it should be’. This reaffirmed their ethical stance and put food back at the heart of the brand. We then created a brand architecture that united own-brand under the ‘Loved by us’ name. Values like Fairtrade, responsible sourcing and ‘Britishness’ were highlighted on packaging. Finally, we transformed stores with eye-catching departments, intuitive layouts and innovations like mealtime inspiration tables.

‘An amazing journey, the transformation in our stores is stunning. Thank you from my heart for your energy, creativity, inspiration, support and drive.’

Marjorie Murphy, The Co-operative

The Co-op saw double-digit growth in every range re-launched, and 7-16% growth in every new-look store. Plus they had their most successful Christmas range ever.

Insights and Analytics
Strategy and Positioning
Packaging Design
Environments

The Co-op Food Retail Branding Design Agency

DSM

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 behaviours 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

Chivas Regal The Icon

chivas regal the icon packaging design

It costs how much?

Chivas Regal wanted to create a new flagship product to appeal to HNWIs. Retailing at $3,500, it would go up against the finest cognacs and raise the bar globally for prestige blended whiskies.

chivas regal the icon packaging design

The Icon is a blend of some of the oldest, rarest whiskies in Scotland from over 20 distilleries. In the words of Colin Scott, Chivas Regal’s master blender, ‘Quite simply you’re buying craftsmanship.’ Our challenge was to use similar craft in the whisky’s presentation. The final design pays tribute to the brand’s illustrious past. The green crystal decanter, the touches of red, the reference to the ship on the badge and the presentation case all pay homage to different aspects of the Chivas Regal DNA, from its iconic green bottle of 1909 to the days when the brand was first shipped overseas and found an international following. The Icon was unveiled in Dubai at Duty Free and the Emirates First Class Lounge before being launched worldwide.

A symbol of luxury for a new era, it has reestablished Chivas Regal as the world's pre-eminent luxury whisky brand.

Strategy and Positioning
Naming
Innovation and NPD
Visual identity
Packaging Design
Brand Guardianship

chivas regal the icon packaging design
chivas regal the icon packaging design