Break out of category or industry clichés to find powerful new ways for your brand to connect with culture.
Develop: Strategies to build cultural relevance – brand purpose, positioning, vision, brand character • More meaningful brand stories – go beyond cliché, revitalize generic benefits, create cultural change • Distinctive assets (identification, creation & measurement)
Rebranding Lean Cuisine
Our insight work helped Lean Cuisine shift from a ‘diet food’ brand to one that focuses on empowerment and strength, directly informing award winning new packaging and creative.
Winner: 2017 Nielsen Impact Award.
$58m increase in sales in year after launch.
Helping Nike better connect with people through local culture
Nike wanted to reflect a deep, nuanced understanding of what it means to ‘be a Londoner’ for a new campaign.
Partnering with Kelton Global, we delivered rich insights into London identity through the city’s popular culture, neighbourhoods and emergent faces. The work inspired the development of one of the most celebrated ads of 2018 – ‘Nothing Beats a Londoner.’
Revitalising the O2 brand story
We developed the new O2 positioning (fueled by cultural and semiotic insight) and turned it into a brand story which encapsulated the core idea – with visuals, language and narrative cues which became the agency brief.
Defining the Alexander McQueen brand
When P&G acquired the fragrance license for Alexander McQueen, they needed help to define the brand and understand how to translate this ‘McQueen-ness’ into the first fine fragrance launch for the fashion house.
We identified the the core meanings of the brand (‘cultural assets), explored the emerging codes of ‘subversive luxury’ and defined the brand’s archetypal mix.
Our work led to a re-definition of the brand purpose and key design target, which directly informed bottle design and campaign development.