Analysis of data about a product or a service, competitive environment and target audience. Information structuration and search for insights. Platform and brand positioning development. Based on the research and analysis of the entire information mass and building on the brand’s positioning and platform, we form a communication strategy expressed in a practical algorithm of interaction between the brand and an ultimate consumer.
We generate and find unique names for the companies and individual products. They correlate to the essence and targets of the brand, are easy to recognize and remember. We create interesting semantic and phonetic structures even for those categories of commodities that are usually deemed traditional, while managing to stay within the limits of customary norms and category codes. As we suggest a name, we infuse it with a communicative potential and think how it is going to be embodied in the design.
The brand style is expressed not only in its appearance, but also in its philosophy. This is why it is important to us to determine the brand positioning prior to the design development stage – so that we understand where to search for an idea of the future corporate style. The clearly formed positioning is a result of a strategic stage where the brand platform is formed to reflect its mission, values and nature.
We start the packaging design for a new trademark or the re-design of an existing one at the strategic stage – specifically, analysis of marketing data and product portfolio of the brand, study of the competitive environment, search for unoccupied niches within the category of consumer insights.