Creativity with Purpose Sample Work - Consumer Brands
L I N G E E S F The audience you want Perception to reach Perception of your of your organisation tone Perception of your offer
What your brand does for your audience
Brand Promise
Your competition
What you offer
What makes your offer different
F A C T S
Make your idea an asset Create a meaningful, compelling and engaging brand for your business
When DesignTactics creates a brand for our clients, we first seek to answer three questions: 1. What makes your offer different to and better than your competitors? 2. Who are your customers - and what do you want them to feel when they buy from you? 3. How can we make your communications convey what makes you different, and in a way that makes your target audience value this difference? We find the answers to these questions by identifying the facts and feelings that combine to make your brand promise. This is the recipe for creating an engaged relationship between your audience and your offer - and it encompasses the entire customer experience, not just a logo.
We start our brand creation process by talking to you about your brand promise - what makes your product different. We then create naming, tag-line and visual identity options for your brand, and work with you to identify the strongest concepts. Crucially, we also use this creative process to explore the wider brand vision for your offer: This is a creative exploration of how the concepts will communicate across the spectrum of marketing touch points that make a customer experience. Finally, we end the process with an online guidelines document to introduce the brand to suppliers and partners. This includes links to master artworks, and recommendations on how to use the new brand effectively.
We build better brands. Brendan Donlon
Creative & Strategic Director
At DesignTactics, we create tools for our clients to effectively and memorably engage with their audience – and ultimately, to grow. Whether our clients are targeting consumers or other businesses, we help them compete: We develop brand strategy and creative communications to forge stronger customer relationships, and to retain and win sales. We deliver these results with a service that is complete, efficient and clean - that’s why our clients ask us to resolve their marketing challenges: We have the expertise to suggest a solution, address the details, then execute the idea to completion. This combination of superb project management and highly effective creativity is our brand promise. It powered the clients on the following pages to achieve great results, and it can do the same for you.
Brand Identity
Some of our recent brands - and a portfolio of branding expertise
DUBL N INTER NATIONAL FILM FESTIVAL
DUBL N
Identity for the Jameson Dublin InternationalFILM Film Festival INTERNATIONAL FESTIVAL
Identity for the TV Licence commissioned by RTE and An Post
Identity for the FAI Women’s National League
Identity for the International Council for Offshore Aquaculture Development
Corporate Identity for an Event Management Company
Naming & Identity for Day-Spa and Related Beauty Products
Naming and Identity for Property Management company
Corporate Identity and Naming for Management Consultancy Firm
Retail Brand for Licensed Premises and Restaurant, Portlaoise
Marketing Brand Identity Created for the National Dairy Council
Brand Identity for Quality Standard in Seafood Sector
Consumer Brand for Athlone-based Furniture Retailer.
Cloonacool Arctic Charr Branding to add premium value to an esoteric aquaculture product We worked with BIM and Bill Carty to develop a premium brand for the output of Bill’s former mushroom farm. Rather than grow low-value mushrooms, he had switched to farming an unusual fish, normally found in Scandinavian fjords. Our job was to make this fish - the Charr - desirable to the high-end restaurants where it was offered as a native and sustainable alternative to Sea Bass. We created a brand built on the name of a local town land, and using a visual language that showcased superb food photography and the landscape of Sligo, where the fish were farmed. “Within six to eight weeks of the new brand and brochure, we had doubled our sales.” Bill Carty Founder, Cloonacool Arctic Charr
Bantry Bay Seafoods A consumer brand designed to reach new markets and new customers. Facilitated by BIM, we worked with Bantry Bay Mussels to explore how a branded offer could open the doors to new markets and new customers. Prior to our work, their products were white-labelled to be sold under their customers brands - but they could see the potential for adding a significant premium to their products by creating their own consumer offering. We worked with them over a 12 months period to create and communicate this brand, from their corporate stationery to trade stands, and including a family of product packaging. “The brand was created to reflect what we know consumers wanted to see on our products - and it added considerable value to the company.� Denis Minihane Marketing Director, Bantry Bay Seafoods
Paul Younger Premium Seafood A branded offer to compliment a successful trade business. We were introduced to Clanawley Kilmore International by BIM, and were tasked to help them create a consumer brand. Like many in their sector, they had a successful business supplying to trade customers, but had they had not invested in a consumer brand. We worked with them in a compressed timeframe to create the brand, and then visualise it with a range of branded products for launch at the European Seafood Exposition. The end result exceed expectations in a challenging market, and led to significant new enquiries. “DesignTactics gave our products a higher-profile and price-point with the new brand.� Paul Younger Managing Director, Clanawley Kilmore International
Java Republic brand & comms Creating a world-beating brand without any advertising. Java Republic were our first client, and we’ve grown together. They went from being a small artisanal roaster to Ireland’s second largest coffee company in just two years - with only a food service offering. They have since expanded into retail, and also now operate a unique Roastery experience in Dublin: Visitors can enjoy a coffee while they witness a unique handroasting process through a glass wall. This supports our view on engaging brand communications: Java Republic have never advertised, but they take every opportunity to connect with consumers, even during production. “Without DesignTactics, our coffee would never have made as much of an impact: The brand they created punches well above its weight.” David McKernan Founder, Java Republic Roasting Company
The ultimate brand experience: See your coffee being roasted - then have some!
What next? I hope you’ve found our ideas useful and thoughtprovoking, and that the case studies and testimonials were of interest. If you are looking for a name for your new product, looking for your position on the shelf, looking for bringing your existing brand to the new customers or international market - we will be able to help you. We work on a pre-agreed, fixed-cost basis for all projects. This minimises risk, and maximises measurable benefits. If you would like to meet to discuss your project/thoughts please get in touch and let’s schedule a meeting.
Let us help build your brand.
Alena Sleptsova Kavanagh alena@designtactics.net Senior Account Manager, DesignTactics
www.designtactics.net Unit E7 Nutgrove Office Park Nutgrove Ave, Rathfarnham, Dublin 14 Tel 01 207 9107
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