Archive for November, 2013

COLEY PORTER BELL DESIGNS CHRISTMAS IDENTITY FOR THE CO-OPERATIVE FOOD

by Alex Benady

Coley Porter Bell has created a Christmas identity for The Co-operative Food as part of an ongoing overhaul of the retailer’s own-brand offering.

It is featured on The Co-operative’s standard food range and is based on the ‘Loved by us ‘ design strategy created by the agency earlier this year to showcase the retailer’s food credentials and to appeal to younger consumers.

Also appearing on point-of-sale material and in-store decorations, the identity aims to add a warm, homely and charming feel to The Co-operative’s Christmas food range with a lively new script set on a pastel green background. The combination of hand-drawn letterforms creates a unique Christmas typeface for The Co-operative.

Some of the new letters in the identity were drawn from scratch. Others are embellishments of classic type-faces. There are four variants of each letter but upper and lower case aren’t necessarily related. The letters appear in a range of unusual Christmas-inspired hues and are set in varying heights from the baseline.

The effect is intended to be playful, lively and hand crafted, reflecting The Co-operative’s love and passion for food.

Stephen Bell Executive Creative Director at Coley Porter Bell said: “This identity had to stand out in the supermarket across different categories. To do that we chose a typographic rather photographic lead route. It is playful, festive and has a crafted feel, which supports the range’s food values and personality. They don’t look like the usual Christmas food range.

“This shows that key moments in the retailing year such as Christmas, which attract a lot of infrequent shoppers, can be used as a brand-building as well as a trading opportunity.”

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Coley Porter Bell designs and names ecommerce portal for Pernod Ricard

by Alex Benady

UK brand design agency Coley Porter Bell has created the name and visual identity for Sipstor, Pernod Ricard’s new ecommerce site for exclusive limited edition spirits and special offers on its premium brands.

The portal is being launched via a website and a dedicated app with additional exclusives activated by scanning QR codes or product images at brand events.

The site, which is launching in the UK before being rolled out through Europe, is aimed at younger, more urban spirits enthusiasts and collectors. Its purpose is to showcase Pernod Ricard brands and reward brand loyalists.



The site will be stocked with short runs of premium products and accessories from Pernod Ricard spirits including ABSOLUT vodka, Havana Club rum, Jameson whiskey, Beefeater gin, Chivas Regal whisky, new flavoured spirits brand Oddka and Pernod.

The visual identity has been designed to work on and off line – the simple and iconic logo is distinctive and versatile enough to be used across media.

It also gives a suggestion of the brand’s playful character. The colour blue was chosen as it provides a connection back to the Pernod Ricard parent brand and it works alongside the array of colours associated with the brands included on the site.

The quirky, handcrafted word marque is contemporary and characterful. The descender of the ‘P’ can also extend to create a broader visual language. It creates a vibrant network of lines, each one connecting to a silhouette of one of the iconic brands featured on the site. Each brand has its own unique colour.

“Coley Porter Bell really understood the design brief,” explained Adam Boita, Marketing Controller at Pernod Ricard UK.

“The Sipstor name really encapsulates the service offering whilst also working across multiple territories. The design aesthetic is also flexible enough to act as an umbrella visual identity for all the brands featured on the site.”

Coley Porter Bell creative director Stuart Humm said: “We wanted to create a contemporary brand that would appeal to an urban crowd. In this way, we didn’t want to try too hard with the design. Its simplicity is confident and youthful, but at the same time it feels premium and can work with the diverse brands and exclusives that the portal will offer.”

 

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