We were asked to create a brand expression that was bold, proud and confident. Simplification and consistency provide this authority and give consumers reassurance in the brand and its reasons to believe.
As brand guardians for Extra Special we are really proud of the brand, we know that customers have such a positive relationship with the brand but some of the brand execution had become busy, confused and apologetic. We needed to go back to basics and simplify the design architecture to its purest form, bringing the focus back to the amazing food.
A strategic repositioning of the brand based on the 2 quality pillars ‘Provenance’ and ‘Taste’ brought to life through a sophisticated, iconic design execution with emphasis on product stories and beautiful photography.
A bold design execution with focus on the product story achieving confidence and authority.
What we did...
Brand Guardianship. Strategic Positioning. Full Range Audit & Recommendations. Design Architecture. Brand Guidelines. Client Stakeholder Engagement. External Training. Roll Out.
Have you got the Gene?
Unilever wanted to launch a new campaign to reignite the Marmite brand, so we collaborated with another Omnicom agency Adam & Eve on the ‘Marmite Gene’ campaign which sought to demonstrate if there was any scientific evidence behind why people loved or hated Marmite. Our role was to communicate the science behind the Gene project in a uniquely Marmite way, whilst providing assets which could be used by multiple partner agencies.
We created the central graphical assets of the ‘Helix’ and iconic ‘Gene Pattern’. We created a design toolkit containing a number of design assets that were used across various brand activation touch points including packaging, direct mail, PR influencer presentation boxes and assets for use on the digital platform.
Marmite saw an 11% sales uplift on the back of the Gene campaign.
As an absolute British family staple the Knorr stockpots have a special place in consumers hearts, so we worked hard to hero the brand equities while giving overall packaging a design re-fresh.
Creative, resilient and most importantly, fast! Working in a fast pace, everchanging industry, you need an agency by your side that can understand and cope with it all to help you reach that brilliant, winning idea! A fun and hard working team that you definitely want in your corner!
Andreea-Mihaela Ichim, Brand Manager, Unilever
Since OurCreative. were appointed, they quickly got under the skin of the business, brands and category. Briefs are not just met but provoke strong debates and push our boundaries to get the best outcome. It’s a testament to how effective and easy it is to work with OurCreative. that from the initial product have come many others.
Daniel Reeves, Marketing Manager, IPN - Inspired Pet Nutrition
By injecting some taste appeal into the design through scrumptious food photography, the packaging works harder in the retail environment and pulls on Millennial’s curiosity for cooking.
OurCreative. impressive right from the start and really understood the brief on this project. We worked collaboratively all through the project and I was impressed with how the team managed to meet our tight deadlines. The packaging across the three tiers looks fantastic and it’s easy for customers to understand and shop. I am looking forward to working with OurCreative. again in the future and want to say thank you for all their hard work on George Home. We are immensely proud of what we have achieved!
Lucinda Maloney, Brand Manager General Merchandise, Asda Own Brand Team
The use of bright rich colours as part of the design lock-up adds a flavour punch to the design and also helps consumers shop the variety of great flavours available within the range.
OurCreative. have been brilliant from the off. They’ve been the key to us creating a design we couldn’t be more proud of, and at the same time have been on hand to guide us on areas we were completely new to - from IP to print finishes, and everything in between. We wouldn’t be in the position we are now without them!
Trend Strategy Brand Positioning Brand Identity Brand Story Telling Naming Tone of Voice Innovation Activation Packaging Social Media & Digital Campaigns Poster & Press Campaigns Point of Sale Brand Awareness / Disruption Pop Ups