BRANDING
The exciting thing about branding is that the process travels beyond the logo to where the company ultimately sees itself in the future. It is exciting to explore how designs translate into several different mediums.
When done right, a company taps into mediums suited for its consumers and entices them to become advocates for its brands. A consumer isn't a walking billboard, and should never be regarded as such. Making this mistake causes a disconnect and cheapens the company-consumer relationship. Instead, consumers should be seen as loyal followers, and an integral part of a company's culture.
In grad school my team was faced with a difficult task: rebranding the kumquat fruit. People passed by kumquats every day at the grocery store, never realizing what a little gem it was.
We decided the name was holding the kumquat back. So we turned to the history behind the kumquat and found beauty in its scientific name: Fortunella.
By rebranding the kumquat as Fortunella, our team was able to turn a small, often overlooked fruit into a high-end giant: the kind of fruit worthy of highstreet markets, Thomas Dux Grocer, and glitz and glamour.