So as I mentioned before I thought it might be a good idea to showcase some companies who really get it right when it comes to overall brand experience. I've been wanting to do this for sometime and Starbucks just gave me an extra push to do so.
So why do they get it right? What do they do that others don't? Or perhaps more importantly why don't others think that the whole overall experience is as important as just one part of it? It's not enough to just have a good product. Clients today are far to saavy. There are so many qualifiers that must be fulfilled before they even begin to open their wallets.
Aesop not only has a smart and sustainable ethos, which is always a good place to start, but they carry that through not just the product itself but the packaging, shipping, graphics, and the shops themselves.
Each shop is designed to reflect its location while simultaneously giving a nod to the product in some witty and thoughtful way. From the amber bottle ceiling in Adelaide to the recycled cardboard box construction in Melbourne. The materials are as much a clue to the companies values as the product they offer.
Credits Above
1. London shop by Studio Ilse
2. Flinders lane, Melbourne by March Studio
3. Strand Arcade, Sydney by March Studio
4. Adelaide by March Studio
5. Armadale by Ryan Russell
Starbucks has finally decided to undertake a design/brand upgrade. Hoorah! They are making an effort to create a brand which is not modeled on the fast food model but the original coffee shop model. They have finally understood that perhaps absorbing all that corner real estate wasn't making people (in those neighborhoods) all too happy. So, they are taking an approach that helps them blend into the neighborhoods they inhabit. This is a common and neighborly thing to do, not to mention, just good business.
Except in an effort to be "conscious of their surroundings" they have consciously ripped of their neighbor's designs. And while you might argue that coffee shops don't have a patent on big comfy sofa's, reclaimed wood and industrial light fixtures surely they could come up with their own inspiration. Sheesh!
So I think perhaps I'll bring up, in the next few posts, some companies that have created their brand/image/personality in a healthy, sustainable, good neighborly way. Suggestions are welcome.
Brought to my attention via 2thewalls (thanks!) More comparison photos over there.
Original article and photos in tmagazine.
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Unless otherwise noted, all work © Kelly Waters.
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I try my best to always link back to designers, artists, photographers, chefs, architects, funny people, Misters, supermodels, textile dj industrialists or whomever catches my eye and I end up posting about here but if for some reason you aren't happy with the recognition please say so and I will banish you, um er, remove the post immediately.
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