Marketing

Shocase Shows Off Marketing Talent

By Delphine Hirasuna | April 22, 2015April 24, 2015

Shocase is a new social network site with some of the intentions of LinkedIn, Pinterest and Facebook, but is targeted specifically to the 100+ million marketing professionals worldwide. It acts somewhat like the old Blackbook directories, but in a friendlier, more interactive and constantly updated way.

Shocase CEO Ron Young explains, “Members can present their work, skills and experience in the best light to the audience they value most; brands can find the right marketing professionals to suit their needs in any discipline. The site is designed to help build working relationships, and ultimately help members grow their business.”

Advertising

Land Rover Defender Passport

By Delphine Hirasuna | April 6, 2015April 9, 2015

It’s the end of the road for the Land Rover Defender, the UK’s original off-road vehicle. Introduced in 1948, the intrepid Defender became the vehicle of choice for safari guides, cattle ranchers and explorers of the rugged outback. But in 2015 increasingly tough emission standards finally put the brakes on production. Before we say goodbye to the iconic 4×4, let’s revisit one of the Land Rover Defender’s best ads, created by London ad agency, RKCR/Y&R, in 2011. The print ad shows an open passport bearing multiple passport stamps that overlap into the shape of a Land Rover making a steep uphill climb. The image embodies the go-anywhere, handle-any-terrain reputation of the brand simply, succinctly, and brilliantly.

Typography

Habibis: Accent on the Arabic

By Delphine Hirasuna | November 25, 2013September 4, 2014

Mexican food is not considered exotic to locals in Mexico, which is why Habibis, an Arabic-Mexican taqueria in San Pedro Garza Garcia, emphasized the Arabic side in its brand identity. A municipality that is part of the Monterrey metro area, San Pedro Garza Garcia has a large third-generation Arab population that has infused intriguing flavors into the local cuisine. In transitioning from a taco stand to an alluring taco cafe, Habibis looked to Monterrey-based creative agency, Anagrama, to build a brand that conveyed the fine fusion quality of its food, while preserving its street-friendly and casual ambiance.

Packaging

Sense of Place as Brand Identity

By Delphine Hirasuna | October 8, 2012September 4, 2014

When Icelandic Glacial Water rebranded itself, it shifted the focus from the generic word “glacial” and placed the emphasis on “Icelandic.” That made all the difference. Designed by Los Angeles-based Team One, the new logo, bottle and packaging establish a sense of place for the brand. The frosted label features the geographic shape of Iceland with a black logotype that looks like it was hacked out of shards of Arctic ice. Instead of a predominant mineral cobalt blue color, the new label is a translucent sapphire blue that evokes the pristine purity of Iceland’s famous natural resource. The back panel, printed in contrasting varnishes, reveals the tagline “Source of the Epic Life” as if visible through a veneer of frosty ice. The new design positions Icelandic Glacial Water as a premium brand – so much so that you wonder if it contains expensive vodka.

Packaging

All-Natural Meals in a Can

By Delphine Hirasuna | August 27, 2012September 4, 2014

Querida Carmen, pre-cooked traditional foods from Spain, suggests its all-natural ingredients and clean, distinct flavors through the uncontrived look of its packaging. Barcelona-based design agency, Grafica, developed the name, identity and packaging for the brand. In addition to its appealing graphics, the packaging cleverly keeps the “wet” ingredients separate from the dry ones by placing a metal can within a cardboard carton. Everything is pre-measured, pre-chopped and pre-cooked, and all the home cook has to do is bring the ingredients in the can to a boil and then add the rice or noodles a few minutes before serving. Dinner is served.