02 the latest work from limegreentangerine
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sublime
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What’s in a name?
The most common question I am asked in meetings is where did the name limegreentangerine come from? Like it or loathe it, the name limegreentangerine is one of those names you’re unlikely to forget. You may not recall what we do, what this magazine is called or what my name is but in a months time if you were asked “who sent you the Sublime magazine?” – the chances are you’ll remember the name limegreentangerine.
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I recently read an article which mentioned that some people believe brand names don’t matter – it’s the product that matters. At limegreentangerine we believe that names do matter. In fact, it can be the single reason behind the success of a brand. And when you consider that ‘only 8% of new products launched by major organisations are successful’* – every factor counts.
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In this issue of Sublime we feature several new brand identities, some of which we were instrumental in generating their name. Ex-Avana Bakery Managing Director, Mike Woods, approached us nine months ago with an idea for a start-up business selling nut free cakes. Eight weeks ago he launched his new business – the Just Love Food Company. His cakes are now on the shelves of Sainsbury’s throughout the UK.
06 just love food company 08 polo in the castle 09 national dance company wales 10 Gwynt y ddraig cider
13 rentalspec 14 avanti media 16 spectrum printing 17 freshbaked people 18 activeQuote 19 traveline cymru 20 cos group 22 fro hair
Evelyn hair products asked limegreentangerine to create a new brand for a range of natural afro hair products. FROher, FROhim and FROkids are brand names that will be seen on salon shelves very soon.
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Former Welsh international, Richard Parks, came to us with a concept to climb 7 summits, 3 poles in 7 months. He also came with the suggested name 737 Challenge. After many hours of thinking, analysing and deliberating we came up with… Richard Parks’ 737 Challenge! (If it ain’t broke, don’t fix it!)
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27 Marks 28 from the archive
Beverley Rees Account Director
Contact US Beverley Rees Account Director bev@limegreentangerine.co.uk Andy Rees Creative Director andy@limegreentangerine.co.uk
ource: *Dibb et al 2005 S ©2010 limegreentangerine ltd. All rights reserved. Printed on think4 bright – 100% ECF (Elemental Chlorine Free) paper using vegetable based inks under environmental standard ISO 14001 by Spectrum Printing. Published June 2010
limegreentangerine Limegreen Studios Cottrell Road Cardiff CF24 3EX t 029 20 462 544 e sublime@limegreentangerine.co.uk www.limegreentangerine.co.uk
737 Challenge
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Former Welsh rugby player Richard Parks aims to climb the world’s 7 highest summits, venturing the last 2 degrees to the South Pole and the last degree to the geographic North Pole. All against a 7 month clock. 7 summits, 3 poles, in 7 months – a world first. Richard devised the challenge after reading Sir Ranulph Fiennes’ autobiography. He subsequently contacted the British Adventurer who agreed to accompany Richard on two of the climbs.
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limegreentangerine worked with Richard since its conception to ensure that the 737 branding for this unique expedition truly captures the epic spirit of this adventure. Stark black and white photography captures the isolated, solitude of the hostile environment. Graphic features such as the rough edges on web pages and sharp peaks on the ‘challenge’ type on the logo (yes there’s 7 hidden peaks) combined with breathtaking panoramic scenery amplify the daunting prospect of what lies ahead of this gripping adventure. The Challenge starts in December and aims to raise £1million for Marie Curie.
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just love food coMPANY
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With a successful career in confectionery and two children with nut allergies, Mike Woods saw a gap in the market. He approached limegreentangerine with a concept for a nut free cake company – a food company which understood the dangers of food allergies and sympathised with this minority group.
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The ‘Just Love Food Company’ was conceived as a result of these aims and objectives. The concept was simply based on two things – Love and Trust. The heart is synonymous with love. It illustrates the company’s ideals perfectly – the promise to care and trust. This graphical element is a crucial component in all material. From replacing the ‘o’ in the company logo to the heart shaped window in packaging and the ‘Nut Safe Promise’ emblem. The Trust element of the brand is exemplified in the company’s open and frankness. On packaging Mike addresses the audience with his story and online his wife Karen has an area where she discusses all types of issues relating to food allergies. This approachability and informality helps create a sympathetic, friendly, knowledgeable brand. One you can rely on and ultimately trust. The first two products, a ‘Sparkly Princess’ celebration cake and a ‘Monster’ cake, were launched in April, exclusive to Sainsbury’s. The company plans to extend it’s range with several other products this year.
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POLO IN THE CASTLE
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Staged within the walls of Cardiff Castle, Polo in the Castle, takes place this summer in a bid to raise money for Welsh charity The Noah’s Ark Appeal.
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The brand needed to reflect the unique venue in which the event is staged and also capture the majesty of the ‘Sport of Kings’. The icon combines the elegance of the horse with the setting of the castle and grounds, forming the circular shape of a polo ball.
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After 25 years, Wales’ national dance company, Diversions, decided to change their name – strengthening their position on an international platform. limegreentangerine worked closely with the renamed National Dance Company Wales over several months in producing the rebrand and developing various national and international tour promotional literature.
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national dance company wales
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gwynt y ddraig cider
To increase their exposure and widen their target audience limegreentangerine were asked to design and develop an ecommerce website aimed at the end consumer. The look of the website is sympathetic to the farmhouse heritage of Gwynt and compliments their established house style.
The result is an online store which successfully houses Gwynt y Ddraig’s complete product range in a considered but authentic layout. The website is simple to use from a customer perspective and a highly powerful administration area allows staff to monitor sales, manage orders, control stock and update product information. Now cider drinkers from all over the world can get Welsh cider delivered directly to their door!
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Gwynt y Ddraig produce award-winning traditional farmhouse ciders and perries, selling to retailers and breweries across the UK and internationally.
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Keystone renovation
In an aim to win the confidence of insurance companies and reassure home owners, the website features heavily on testimonials where happy clients have the opportunity to share their stories.
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Property repair, renovation and reinstatement specialists REM Management approached limegreentangerine to rebrand their organisation. Having conducted both an internal and external review the company discovered that their existing brand identity had little bearing on what they did, who they were and how they were being perceived by prospects. After conducting a name generation workshop and short listing process the name Keystone Renovation was chosen.
A rustic illustration of a keystone in an archway was chosen as it symbolised the relationship that Keystone have between the insurance company and the home owner. The Mark was combined with an elegant, crafted serif typeface to portray the quality of workmanship. In addition, a palette of earthy, regent colours further enhance these values and a 100% recycled stock, was chosen for its natural, rustic qualities.
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rentalspec
The look is sleek with an air of sophistication and refinement that you would expect from a design conscious business.
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Startup business RentalSpec design, manufacture and source innovative products for the tool hire industry with increased capacity, functionality, ease of maintenance or economy in mind. limegreentangerine created an identity and website for the business.
The Mark was based on machinery components and represents the three core activities of the business – product innovation, design & manufacture and global sourcing. The fourth highlighted element represents the organisation as the vital component.
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avanti Avanti Media are a vibrant, fast-paced production company whose core values are creativity, collaboration and quality. They produce a wide range of programmes for S4C, BBC and recently Simon Cowell’s SyCo Television. Over the past twelve months limegreentangerine have produced a brand system for Avanti which includes their identity, website and a range of on-screen graphics for a variety of programmes.
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Spectrum printing
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Family run lithographic printers Spectrum have over 25 years dedicated and specialist experience. Increased competition and large contract wins meant it was time to modernise the brand.
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limegreentangerine stepped in and produced a face lift that was reflective of the company’s heritage but also remained strong in a modern marketplace.
freshbaked people
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The world of freshbaked People is friendly, exciting and enjoyable. The people are happy, they love life. Yet behind the white pearly teeth, the immaculate dress, the chunky windsor knotted ties and the enviable good looks are professional, hardworking and eager to succeed individuals. They may love life, but they love work more. Their happiness is due to one thing – they know that they are the best of the best; the cream of the crop; the elite; the Top Gun.
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The recruitment division of freshbaked Group, freshbaked People was set up with one remit – to do things better! limegreentangerine created an entire virtual world for the brand to exist in – bright, vibrant, full of life and personality!
activequote
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ActiveQuote is a unique health insurance comparison website. They are the first to truly offer instant online comparison quotes from leading health insurance companies. limegreentangerine won a three way pitch to produce the identity, brand concept and look for the website.
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A relaxed illustrative style was chosen to represent the brand, providing an approachable, friendly look to a somewhat serious transaction – a distinctive look to reflect its offering compared to other traditional insurance companies. Particular emphasis is placed on the unique horizontal five quote system which allows the user to easily scroll between higher or lower quotes either side of the recommended ‘ActiveQuote’. Twelve months on, ActiveQuote remains to be the only true online comparison site for health insurance and is now a main supplier to Tesco.
traveline cymru
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Traveline Cymru is the number one supplier of public transport information across Wales.
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To maintain their lead in this sector, limegreentangerine gave the existing Traveline Cymru brand a face lift, including a full set of brand guidelines to reflect the new, modern and vibrant branding. Presenting an updated 3D version of the ‘Traveline Tim’ character, the project developed the brand into elements which are modern, identifiable, customer-focused and user-friendly. The rebrand and marketing collateral went on to win a prestigious award at this year’s Chartered Institute of Logistics & Transport Awards.
COS GROUP Complete Office Solutions offer a comprehensive portfolio of office products and services including general office supplies, print, merchandising, interior fit-out and renewable energy. A global evolving sphere of interlocking shapes represent the ‘complete’ nature of the group. Each division having it’s own colour palette and unique form to illustrate the diversity and positioning the Group as contemporary, diverse and constantly evolving. The new look has been rolled out across print, web and livery.
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FRO products
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Evelyn Hair Products produce natural hair solutions for the Afro Caribbean market. Fro is a new range of products for males, females and children which contain no drying ingredients or intolerant chemicals leaving the hair less greasy, reducing the chances of breakage to the hair.
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With the aim to capture the essence of nature and ‘funky’ style, limegreentangerine developed the branding for the new range including name generation, Mark and packaging. Fro launched mid 2010.
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cardiff university
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Cardiff University’s Strategy document focuses on its achievements and sets out the medium-term direction of the University in line with their mission.
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limegreentangerine worked with the University to develop this 24 page publication, expanding the key focal points to the University’s framework. Bold imagery and rich, solid colours provide a backdrop to the document and careful use of typography ensure the brochure retains the heritage and authority of the University’s brand whilst appearing contemporary and progressive. The brochure was printed on an uncoated recycled stock.
SURGI C
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Surgi C is the UK’s leading independent spine company, providing spinal implants and surgical products into NHS and private hospitals across the UK.
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limegreentangerine produced a new identity and house style for the company, including a suite of literature, exhibition material and website. The new look now reflects the company’s values and has been instrumental in the company maintaining growth and raising their profile within the spinal industry.
comfi range
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ComfiSpec provide a definitive collection of gynaecological products and services. Parent company Williams Medical Supplies approached limegreentangerine to help rebrand the product range with the aim of increasing their market share, using a distinctive brand identity which appeals to Practice Nurses.
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After significant market research, the complete product range adopted the Comfi Range name and a new more modern, feminine style. The former name, ComfiSpec, was relegated to become a product name which was where it originated. To raise brand awareness and exposure, Comfi Range pursued a more public facing role with posters in doctors surgeries discussing cervical cancer facts and statistics. The new website aims to provide an online area for Healthcare Professionals to discuss relevant issues and keep up-to-date with the latest news and events. The new look was rolled out on packaging, print material and online in April 2010, receiving high praise from Practice Nurses.
What’s a mark?
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A Mark (or logo as it’s more widely known) is a unique pictorial or abstract representative symbol. A Mark is produced in conjunction with a suite of unified graphics, it is what defines you.*
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A strong identity will resonate with your customers and stand the test of time above your competitors. It is the start of everything we do and our belief is that a distinct Mark is the fulcrum of a comprehensive identity system.
Source: * ÂPentagram
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from the archive journeys Depression Alliance Cymru commissioned limegreentangerine to help rebrand their organisation. After becoming an independent organisation the charity wanted an image that represented their new approach to combatting depression. Depression is a condition that can prevent those affected from getting on with their life. The route to recovery from depression is a ‘Journey’ and this word seemed the perfect name for the new organisation. A style and tone of voice were defined and simple typography was combined with quirky illustrations to add light humour to a somewhat delicate and often misdiagnosed subject without being condescending. The Journeys look is unconventionally fresh and has made a huge impact in the community and to the organisation both externally and internally.
t 029 20 462 544 e sublime@limegreentangerine.co.uk www.limegreentangerine.co.uk