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Cowan Brand Design & Communications
- 1. November 2022 Cowan Brand Design & Communications An Introduction
- 3. Sister Agencies Paris New York Founded Countries People 3 1987 4 100+ Studio Ho Chi Minh City London Melbourne Singapore Sydney Our global network
- 4. BorninAsia, weknowchange istheonly constant 4 We disrupt consumer journeys all over the world with HWA and leverage our Asia know-how to make brands relevant for modern, channel hopping consumers.
- 7. Strategy Graphic Environment Digital Research Brand audits Semiotics Trends & Insights Consumer journeys Audience profiles Brand positioning Brand & experience strategy Brand architecture/hierarchy Touch-point ideation Concepts Packaging POS/Key visuals Brand creation & Identity Guidelines & toolkits Artwork Implementation Concepts Experience Centre Retail formats Pop-up Kiosk Exhibition Drawing packs Implementation Architecture UX design UI design Motion graphics Information architecture Content development App/social design PDPs, CRM, EDM We have end-to-end capability 7
- 9. 9 OUR 3 PHASE APPROACH TO DEVELOPING HWA™ 1. Reassess This phase interrogates the problem to define the brand opportunity; it defines the centre of the HWA™ model. 2. Reimagine Brings the brand to life by creating HWA™ to define the visual and verbal assets of the brand. 3. Realise Amplifies and develops Hard Working Assets across all brand touchpoints, whatever they may be. BRAND P R O D U C T CAMPAIGN E X P E R I E N C E V I SUAL IDENTI T Y V ERBAL IDENTIT Y
- 10. 10 HWA™ enable brand decision making. We position your brand’s assets on the Hard Working Assets™ matrix to establish the rationale and purpose for each and every asset. We then agree with you what should be retained and strengthened, what should be discarded or reduced, and what new assets need to be introduced. Memorable Distinctive Retain Category Codes Build, Enhance or introduce Lose or minimise or add for cra ft detail Maintain, Elevate into HWAs or lose Hard Working Assets™
- 11. 11 Our approach
- 12. Brand Design 12
- 13. Mondelez Tet 2022 Case study
- 14. Cosy Tet 2022 MONDELEZ VIETNAM
- 15. Solite Tet 2022 MONDELEZ VIETNAM
- 16. AFC Tet 2022 MONDELEZ VIETNAM
- 17. Oreo Tet 2022 MONDELEZ VIETNAM
- 18. Lu Tet 2022 MONDELEZ VIETNAM
- 19. Cosy Tet 2019 MONDELEZ VIETNAM
- 20. Oreo Tet 2019 MONDELEZ VIETNAM
- 21. Kinh Do Mooncakes 2021
- 27. Slide portfolio revamp MONDELEZ VIETNAM The Slide designs have been in the market like forever and were considered outdated with no distinctive personality. Cowan worked with Mondelez Vietnam to develop a clean and bold new visual, enhance appetite appeal, and amplify iconic assets to drive storytelling and crave-ability across Slide’s portfolio.
- 28. MONDELEZ VIETNAM Lu Mother's Day Limited Edition Playing in the gifting segment, Lu is expanding its offering from Tet specific to daily occasions. Cowan worked extensively with Lu to enable the brand to celebrate the Mother's day occasion. We activated the brand proposition of the perfect gift, elevated and crafted its France heritage to make the brand relevant to its desired consumer targets.
- 29. Solite portfolio revamp MONDELEZ VIETNAM Solite new visual identity evolved around the brand idea of “Celebrating the Mothers’ love”. We created and establish the iconic heart shape that expresses love and softness, which later became the brand asset for Solite. The visual language fully expresses the brand essence of nourishing and indulgence by graphically highlighting milk swirl, the product shots, and ingredient stories.
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- 33. 33 Add Picachu to next page
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- 37. Ritz ReDesign
- 41. CDM Raya Pack, with baking sheet sleeve MONDELEZ MALAYSIA
- 42. Opened baking sheet MONDELEZ MALAYSIA
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- 50. Twister Tet 2020 SUNTORY PEPSICO Re-expressed the iconic ribbon equity that Twister has been using for the last 4 years and gave it new purpose for this new Tet design. The ribbon twists and turns through the images of fresh oranges and juices and links the front face to the back of the pack, forming a butterfly knot to enhance the festive vibe. This created a pack that harmonious and integrated.
- 51. Twister Tet 2020 SUNTORY PEPSICO
- 52. STING
- 55. Yomilk VINAMILK
- 61. Cay Kay ACECOOK
- 64. Bistro ACECOOK
- 67. Excavatingbrand rootstoreveala brightnewfuture 67 Japan’s No.1 premium derma-beauty brand, whilst trusted, had become fragmented and difficult to identify. It lacked modernity and appeal to emerging audiences.
- 68. Deconstructing the brand We reassessed the brand’s strategic positioning in a balanced way, staying true to its classic Japanese traditions but also presenting a fresh modern face, relevant to younger audiences and paving the way for future innovation. 68
- 69. LayeringHard WorkingAssets™ forcomplex, premiumbrands 69 Using the Hard Working Assets™ approach, we created a bright new future for Dr. Ci:Labo – a premium derma-beauty brand from Japan.
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- 78. 78 Within the first month, DCL saw +200% sales increase. Post the relaunch, data showed current consumers had remained loyal and new consumers had been recruited into the brand – a true testament to the power of the brand’s Hard Working Assets™. 200% salesincrease
- 79. Clarins Explore Beautifully Campaign & Big Idea Key Visual Retail
- 80. The Butterfly effect 80 The Red Butterfly embodies the spirit of Clarins and represents our ongoing commitment to Responsible Beauty. The butterfly has long been a fragile indicator of the quality of air we breath. The ‘Explore Beautifully’ campaign embraces the idea that small actions can inspire millions of people, that small moments of purpose, of character can change the world Through a shared commitment to change, we will start this journey together, discovering that our greatest achievements often have simple, beautiful beginnings. That we don’t need to do great things, just do small things in a great way.
- 81. RETAIL SPACE, CUSTOMER JOURNEY 81
- 86. Ifyouhatesunscreen,you’regoingtolovethis This is for the haters…. You know who you are. The ones who love the sun, but don’t like sunscreen. Who think its clunky and heavy. Who makes faces when they put it on. The ones who use sunscreen that are so sticky, that when they leave the beach the beach leaves with them. Introducing Neutrogena Ultra Sheer. The Most Un-Screeny Suncreen Ever. With its lightweight, invisible feel and Helioplex protection, Neutrogena Ultra Sheer is everything you want from a sunscreen. Just without the ‘icky parts. Neutrogena Suncare. If you hate sunscreen, you’re going to love this.
- 89. 89 37% from Banana Boat 14% from Cancer Council 9% Nivea Sun Successfullysourced volumefromkey competitors
- 90. Sanofi-Cenovis Innovation Brand Creation Packaging Retail and Digital Assets Brand Guidelines
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- 107. Chinara Abdykadyrova Client Director Mobile: +84909469290 chinara.a@cowan.com Let’s Talk!