| The biggest danger when
creating a new brand for a changing company is to do something
that customers don’t recognize. We needed to retain the
value that the existing brand had for market consumers –
who buy vast quantities of milk – as well as for individual
customers.
Our solution was to evolve the existing Express identity
rather than create a whole new look. We presented a range
of options that showed varying degrees of change – exploring
the shape, space and pace of the identity.
Dairy Crest – Express’ main competitor had a
very similar offer, so it was important to build on the unique
qualities of the existing Express identity. Research showed
that an important element was the colour – the Express
blue was very recognisable and implied coolness and freshness.
Another important element proved to be the brushmark ‘E’
and the final recognition prompt was the circle.The final selected route used all these elements in a new
way. |
