Guinness is a popular Irish dry stout that lends itself to cliché ad images of ruddy-faced Dubliners drinking in pubs or a testosterone-infused sports bar with buff guys guzzling beer while gorgeous women with pearly white teeth, red lipstick and long perfectly coiffed hair laugh flirtatiously at their cleverness. What is totally unexpected in Guinness’s “Made of More” brand campaign is seeing nattily dressed men in the Republic of Congo going out on the town. Yet London ad agency AMV BBDO linked the Guinness ad series to a real group of dapper Congolese gentlemen, known in Central Africa as the Sapeurs – La SAPE or Society of Elegant Persons of the Congo. By day, the Sapeurs are ordinary workingmen – farmers, taxi drivers, laborers, and the like. But after work, they dress up in stylish and often colorful attire to express their own individuality and creativity. “Even if I don’t have money in my pocket, I only need to wear a suit and tie to feel really at ease,” said one. Despite living in an impoverished war-torn region, the Sapeurs abide by a code of honor that respects peace, self-dignity and politeness. They are role models in their community. They live by the beliefs expressed in 19th century poet William Henley’s Invictus — ”I am the master of my fate, I am the captain of my soul.”
Kombucha Dog is one of those “only in California live-your-passion” stories. According to the Kombucha Dog website, the beverage company was started in L.A. by Michael Faye, a successful commercial photographer who loved traveling the world on assignment, until he found that the photo business was beginning to require spending more time on the computer than on location. That’s when Faye sold his studio and set up DogIsArt, a dog portraiture business, combining his avid love of dogs with his professional talent.
The kombucha link comes in because Faye, who was raised as a strict vegetarian by a mother who even made her own yogurt, was strongly into the raw food movement and yoga. An early adopter of kombucha, Faye started drinking the fermented tea back in 2005, but had to stop when actress Lindsey Lohan failed an alcohol test. Lohan’s attorneys launched a “kombucha defense” saying that drinking lots of kombucha caused a false positive on the test. The controversy caused L.A. retailers to pull kombucha from the shelves, forcing Faye to experiment with brewing his own.
There are some retail brands that we can spot a mile away, driving 65 miles per hour, even before we can make out the letters in the name or the logo. We recognize the brand by its signature colors. Color is a critical part of any graphic identity system. Some designers reformulate colors by tweaking the hues –making shades richer, darker, lighter or more orange, green or purple, etc. — to strengthen their proprietary link to a brand. Others simply choose “off-the-shelf” colors but display them consistently in the same combination –e.g., red, white and blue and a certain North American country. This quiz challenges you to match these color swatches with the brands they represent. Good luck! See answers after the jump.