Looking beyond the obvious forms of research I documented alternative sources which presents relevant ideas that inspire me to think creatively within the concept generation innovatively responding to the brief.
Kaibosh Eyewear
Snask were contacted by the Norwegian eyewear company Kaibosh to re-postion their brand from clean and boring to trendy and expressive. Their response to the brief created a personable identity that was rolled out over a vast range of collateral from signs, ads, packaging, bags, posters as well as create their entire flagship store. This creative response to the brief implements an entirely new tone of voice, allowing the brand to transcend beyond the limits of its product becoming a trend in itself. Moving away from the obvious response or one that fits to the conventions of the products market allows the brand to truely stand out and become unique in its approach.
Moet et Chandon
Another such campaign that is creatively positioned to re-vitaise the current brand personality is the Moet et Chandon Imperial campaign, developed by Love studio. The campaign removed the stiffness of the brand making it more approachable and engaging, re-positioning the tone of voice from inclusive and snobby to fun and playful. This memorable campaign creates new brand personally through utilising the penguin characters that playfully engage its audience and are suitable for its environment. The campaign boldly subverts the generic conventions, not being afraid to take the brand in a different direction, resulting in a new consumer base for both consumer and trade relations.
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