maydaylondon.com brand identity and packaging design

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Information about maydaylondon.com brand identity and packaging design
Design

Published on February 4, 2014

Author: rogerakroyd

Source: slideshare.net

Description

A short presentation showing some of our award winning brand identity and packaging work.
For almost a decade we have kept simplicity and clarity at the heart of what we do. It keeps us sane, but more importantly it helps the brands we work with cut through increasing on-shelf noise, and perform effectively.

london brand identity & packaging design

let’s get one thing clear...

your brand

For me the greatest beauty always lies in the greatest clarity Gotthold Lessing

About us... Our take on brand identity is simple. We produce dramatic, elegant results, which help your product sell. To do this we listen very carefully to our clients.

About us... Clarity is the backbone of what we do. It’s the reason our work looks the way it looks and performs the way it performs.

About us... Clarity also defines our approach to working with you. We’ve always enjoyed the challenge of improving a brand’s performance, and we enjoy delivering rich and powerful design that our clients are really proud of.

We do... Strategic Thinking Brand Identity and Packaging Design Structural Design Naming and Copywriting

We are... A core team, supported by a network of trusted and experienced people Barry Gillibrand and Barry Gillibrand - creative partners Katherine Greenwood - client services Sarah Westwood - planner Stephen Mills - production

We work for... drinks brands non-foods speciality foods organic brands multiples and large food brands

Our process

Our process We keep things simple

Our process Phase 1 - Brand Creation Brief Gaining a clear understanding of your brand, its context and your requirements Design Concept creation 1 Development Fine tuning your chosen route Design Refinements (Contingency stage) 2 3 Phase 2 - Brand Roll-Out Application Extension of your chosen concept across agreed formats and SKU’s 4 Production Commission and deliver all stylistic elements such as photography, illustration and copywriting Artwork Completion of design files ready for print. Overseeing repro and print 5 6 Brand Guidelines Provision of pdf brand manual Optional Support On-going ad hoc consultancy and brand guardianship 7 8

Three case studies

Hampstead Tea

Capturing emotion in a category

Problem We can’t get listings in Waitrose Harvey Nichols or Selfridges Can you help?

Before

The competition

Sales up 78% Listings in Selfridges Waitrose and Harvey Nichols

The brand now has the stature to compete on a global stage

Womersley

Going beyond the functional

Problem The brand has strong ‘foodie’ credentials but no one knows about them

Before

‘Mayday were not afraid to push us into making brave decisions for the benefit of our business. In six months our brand has already seen a fourfold increase in turnover’ Rupert Parsons - MD

Tesco NPD

Building flexibility into a large range

Brief Create a new ice cream ‘venture brand’ to take on Ben and Jerry’s and Haagen Dazs. New name, structure and graphics

2 of 4 concepts Tesco Ice cream Sno Positioning 1.10.10 Contemporary & natural. Cool, clean, refreshing Indulgence. definingdreamingdramatisingbrands... All intellectual property reserved. Pending payment of full contract price. See terms and conditions. Mayday 2010©

2 of 4 concepts Tesco Ice cream Sno Tubs 1.10.10 definingdreamingdramatisingbrands... All intellectual property reserved. Pending payment of full contract price. See terms and conditions. Mayday 2010©

2 of 4 concepts

2 of 4 concepts Tesco Milk/White chocolate coated ‘Sno’ balls Ice cream Sno Sticks 1.10.10 Single: Milk/White chocolate coated ‘Sno balls’ in clear plastic sphere. The ‘Stick’ breaks off to become a spoon, the container becomes a bowl Ball White chocolate with Vanilla Ice Cream Ball Multipack: 3 Milk/White chocolate coated ‘Sno balls’ in clear plastic sphere. Ball White chocolate with Vanilla Ice Cream Milke chocolate with Vanilla Ice Cream Ball Milke chocolate with Vanilla Ice Cream definingdreamingdramatisingbrands... All intellectual property reserved. Pending payment of full contract price. See terms and conditions. Mayday 2010©

2 of 4 concepts Tesco Ice cream Chok a Blok Positioning 1.10.10 Bursting with indulgence and flavour..... crisp chocolate, packed with smooth, creamy ice-cream definingdreamingdramatisingbrands... All intellectual property reserved. Pending payment of full contract price. See terms and conditions. Mayday 2010©

2 of 4 concepts Tesco Ice cream Chok a Blok Tubs 1.10.10 Single serving and large tub format WITH CREAMY BELGIAN CHOC ICE CREAM WITH CREAMY STRAWBERRY ICE CREAM WITH CREAMY VANILLA ICE CREAM definingdreamingdramatisingbrands...

2 of 4 concepts Tesco Ice cream Chok a Blok Sticks Singles Multi pack box 1.10.10 TH WI IC TH K CR MI EA LK MY CH VA N OC ILL THI CK H WIT M CH ICE ILKANILLA M O CE LAT CR E EA M AI E LAT COCREAM O V ICK MY THH CREA WIT ATE COL CREAM CHO RY ICE ILK BER AMY CRE P RAS FRESH TANGY SORBET WITH CREAMY VANILLA ICE CREAM Top view: Multi pack box THICK MILK CHOCOLATE WITH CREAMY VANILLA ICE CREAM THICK MILK CHOCOLATE WITH CREAMY VANILLA ICE CREAM Side view: Multi pack box definingdreamingdramatisingbrands...

2 of 4 concepts Tesco Ice cream Chok a Blok Stretch 1.10.10 Thick blocks of chocolate in a square sided tube Sorbet encased in frozen fruit shell DELICIOUS MINI BLOKS OF MILK CHOCOLATE COATED MINT FLAVOURED ICE CREAM Tubs of small individual choc coated ice cream cubes WITH KIWI & GOOSEBERRY SORBET definingdreamingdramatisingbrands... All intellectual property reserved. Pending payment of full contract price. See terms and conditions. Mayday 2010©

The chosen route Chokablok Brand Design, Packagi A new brand created for a cream range set to roll out of Tesco’s ‘Venture Brand’ Mayday were given an op developing a strong propo ‘chock’ full of the best ingr supported through name, g structure for a distinctive br set to shake up the sector. T. + 44 (0) 20 8994 4445

A 1.5 million pound brand within a year and we have now extended it into sticks, bars, chocolates and Easter eggs

Chokablok is our most successful venture brand to date and huge credit for this goes to Mayday. Bob Robbins Tesco Chief Operating Officer

Get in touch It’s our business to understand yours. We’d like to get to know you. info@maydaylondon.com 44(0) 20 8994 4445

london

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