Make
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The Challenge Rosendahl, the parent company of the Kay Bojesen wooden toys required a fresh approach for the overall look of the brand. Rosendahl desired to use the iconic appeal of the wooden handmade designer toys to attract collectors as well as children of all ages. Current branding
proved to be out dated. Packaging wasn’t relative to the hand-crafted design, and the current aesthetic was not exemplary of the high quality and price point of the toys. The user experience after purchase was lack lustered due to the current, inexpensive cellophane packaging.
1997 1992 1982
Two companies with the same issues, both looking forward to the future with a great desire to stay relatable to their present and future clientele. The creative teams that were enlisted to help them with their brand repositioning, Make and Lippincott, share a unique commonality, they both received the 2013 REBRAND 100ÂŽ Distinction Global Award.
The Challenge It has always been Starbucks mission to offer the best coffee roast, the absolute highest standard of customer service and to cultivate a sense of community at each of their coffeehouses. Starbucks impending 40th anniversary was the catalyst for launching an updated fresh appeal for the company. Starbucks’ desire was to use the momentous occasion to refine its direction moving forward and to re-energize it’s relatability in regards to their present and future clientele. The scale of this mission enlisted Starbucks to ask for assistance from the renowned creative team at Lippincott. Their skill and measured capability was a fit for the brand vision in the massive global execution that was being forged.
Condition
The design condition is to implement branding strategies that will have a broad spectrum for reaching a wide target audience. Obviously, the toys aren’t something that a child can afford, but reaching the child within the adult purchaser is what the challenge was for Make.® By my estimation, the Kay Bojesen designer wooden toys, on a particular level, aren’t just actual playthings for children. I believe for many, especially for collectors, that the wooden animals are a revered
iconic designer item to be marveled and appreciated. Therefore, it was imperative that Make® establish a fresh approach for the Rosendahl Group to reintroduce the animals in their re-launch campaign that they were planning. Make® was hired to define a concept, give an identifiable direction and design a new identity for the brand. The strategy for Make® was to create packaging that appeals playful, but also to project the iconic feel of the endearing designer toys.
Results
A top priority for Make® was to update and redesign the logo with the conviction to uphold the Kay Bojesen custom of the branding that is done on each animals foot which denotes its authenticity. The newly deigned typeface stayed close to the original; however, it has a new fresh appeal. Make® creatively streamlined the color pallet of the marketing materials to just a few colors while keeping a naturalistic feel to the overall aesthetics of the toys themselves. The new packaging elements
bring an excitement that extends beyond the initial purchase. The wooden animal is revealed like a little surprise, giving the recipient a feeling of joy upon opening. The redesigned branding elements created are exciting, playful and attractive to the target audience. This new brand identity for the Kay Bojesen wooden toys has brought great success for Rosendahl and they have reported a surge in demand for the wooden toys. Reaction from retailers has also been encouraging and optimistic.
Lippincott worked intimately with the in-house design team at Starbucks to enhance and outline new brand components, further expand operation strategies, and harmonize developing for core stakeholders. Starbucks aspired to have the new logo and other graphic elements speak as much about moving forward as it does about its history. They desired a plan that imparted them the liberty and elasticity to develop future innovative product lines, without compromising staying connected with their present and potential clientele.
Results
Lippincott recommended Starbucks on taking a new fresh approach with the branding color pallet. It was crucial that this new energized pallet be easily integrated on a global level, so guidelines were established to make the transformation seamless. Equally important was the parameters of the redeveloped iconic “Siren” logo, it required careful attention that incorporated a contemporary look for today but also synchronized the liberty to evolve and transform in the ever shifting environment. Collaboratively, Lippincott and Starbucks developed a vibrant but streamlined visual style that conveys a modern position and
Condition
appeal with the pliability to function in a broad spectrum of consumer touch points. Reaction to the re-branding may have won Lippincott precedented recognition, but it came with consumer ambivalence. Current loyal customers felt that Starbucks went in a more corporate direction with the new logo, taking away it’s unique appeal. The stronger the customer loyalty in place, the larger the risk of backlash when change happens. Starbucks continues to move forward and I trust that they will inspire their target base for the next 40 years. I’m certainly a lifelong Starbucks fan.
Make
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“Celebrating the child within.” Layout: Stacy Esposito Make Staff Strategic Director: Morten Brudholm Project Manager: Morten Brudholm Creative Director: Kristoffer Gudbrand Designers:Kristoffer Gudbrand / Thomas Høirup