Sometimes all that is needed in branding is to document physicality, specifically for a city as rich in ancient texture and modern complexity as Athens. Using a simple type treatment and a photojournalistic-type array of photography, we see Athens as it exists. This is not Athens as imagined or as it could be. An excellent study not only in documentary photography, but also in simple design articulating complex concepts. Branding, but also the merger of two disciplines. The photographs show you. The type supplies the where. The circle has a subtle reference to Greek’s history and the geometry of its architecture. This bold distillation would perhaps not exist without the striking contrast of the real texture in Athens’ stones. Even the people, when present, seem made of stone and from a different time. Follow Vasiliki HERE.
A fantastic collaboration between New Zealand On Screen, Chrometoaster, and Storybox, this marque and the accompanying graphics again fit into the overall scheme of products and services offered by New Zealand. Within the nation itself, there is a reverence for where they come from as a place and a simultaneous love of film. A few of my favorite things. Nation-branding, mixed typography, pixels, cargo containers, traveling exhibitions and celluloid. Visit Chrometoaster’s site for a study of the work.
TKO Advertising Agency and Design Studio uses both the % sign and even the phrasing 100% Pure to highlight the Honey’s relationship with New Zealand, but also with the brand of New Zealand itself. This cross-communication increases the strength of the National Crown Entity’s Brand, but also the strength of the packaging and marque for the honey.
New Zealand, a nation of branding folks and branded products that are from a proud people. There is a simplicity and an excellence here that makes the products warm and approachable. In this case, I think it works for the brand and the people of the nation unlike some of our own nation’s companies’ globalistic and unhealthy branding practices. Though I am not from there, I cannot compare these examples to the likes of a McDonald’s or a Nike. It seems to me like what you see is what you get.
Though not part of a specific nation’s branding, per se, the product contains a nation’s name and therefore, relates to not just a fantastic product and brand, but also adds to and communicates with the nation. What’s good for the candles is also good for the nation. Thank you, Richard Baird for your wizard post. Follow him here.
Candles of New Zealand is a family run business established in 2008 by Nicola & Steven Farrant and based in the Bay of Plenty. In preparation for the Auckland gift fair, design agency Family Design Co. redesigned their brand and packaging propositions to better reflect the company’s vision and to create a diverse but unified collection and visually characterising the handcrafted, traditionally produced and high quality aspects of the products.
Pictures say 1000 words, especially when they move and sing.
Go to their YouTube Channel to immerse yourself in the experience of New Zealand and the work created. Something to keep in mind is not only the word New Zealand, but also the sophisticated and subtle use of the island as a punctuation mark in the 100% Pure New Zealand marque. The island chain becames an inescapable piece of the brand pie and is even seen in Somo’s distinctive Tourism Export Council marque. Though it doesn’t have the same brand power and punch as the 100% Pure New Zealand campaign, the form of the islands are too bold to ignore when working for anything tourist related.
Stay tuned for more New Zealand and after, more locational branding.
The World Travel Awards recently voted New Zealand Australasia’s leading Tourist Board for the third year running. Its iconic 100% Pure New Zealand campaign will compete against the other regional winners from around the world on December 12th for World’s Strongest Brand. (See here for whole story.)
What most don’t know is that New Zealand is also responsible for the world’s first government tourist board with its Department of Tourist and Health Resorts, est. 1901. I recently ran into an article on these origins by Peter Alsop about his book, Selling the Dream: The Art of Early New Zealand Tourism. The author makes comparisons to the age of the Internet and globalism which highlight the bravery of what this great nation accomplished with its ‘Railway Studios.’ For the full synopsis and some of the author’s revelations, read this article from Idealog.
I not only learned something new today about New Zealand, but also have made the connection that for New Zealanders, tourism and branding are a way of life. The people are known for their hospitality and kindness as well as the scenic beauty of their island abode. It now makes sense to me that an incredibly sophisticated and tech-savvy industry has developed in this nation to bring those valuable economic boosters we call tourists. In this age of globalism and in the afternoon delight of the world traveler, New Zealand was once and remains today a positive force on the World Branding Stage.
More intriguing are some of the brands that spring up in New Zealand. Many fully embrace their physical origins. It is as if the entire nation retains this culture of branding and fully embraces it not only as a people but also as a resource for spreading the good word about their products and their nation. Stay tuned for more on this subject…