This guest post comes from frequent contributor, Tess Wickstead, Strategy Director of the international design agency Pearlfisher. Her post discusses the importance of naming and language, which if you have seen me speak in the last year you know how near and dear this subject is to my heart.
Take her words to heart and lets all work together to move beyond the Great/Guaranteed/Clear – Value/Essential/Basic “labels” that have proliferated and create memorable, distinct and ownable BRANDS.
A way with words. Visualizing the Verbal.
In my last posts I spoke about the shift from ‘private label’ to ‘private brand’ and the elements of design that must be embraced in order to maximize a private label brand’s potential. We have considered how to gain creative confidence through strategy and express desire through structure. Last, but by no means least, we come to words.
This is the third guest post in a three-part series from Perry Seelert the strategic partner of united* dsn, a design consultancy based in New York and San Francisco. In an upcoming book on “Grocery Store Brand Design”, to be published by Liaoning Publishing Group the agency was asked to write the preface. The series [...]
Recent Comments