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TD2	Brand Identity and ,[object Object],	Strategic Design Consultants,[object Object]
[object Object]
Track record of than 20 years with successful brands
Vision enriched by multi-industry experience
In-house research and innovation methods that produce value
Winner of international awards,[object Object]
[object Object],Diana Mariño,[object Object],Creative Director,[object Object]
[object Object],[object Object]
Brand Names
Product Branding:- Brand logo- Packaging and labeling- Container and structural design- Product concepts- In and out concepts.
Point of Purchase Branding- Display stands- Printing and point-of-purchase concepts- Complete environmental branding- Structural design1,[object Object],2,[object Object],3,[object Object],4,[object Object]
Ourservices:,[object Object],[object Object]
Publications and Print Media- Comprehensive print campaigns- Corporate or institutional brochures- Book publishing and production- Annual reports- Commercial brochures
Online Identity:- Concepts and contents- Look & Feel.5,[object Object],6,[object Object],7,[object Object]
Identity,[object Object],Consultants?,[object Object]
What is,[object Object],Identity?,[object Object],Identity is a set of features unique to an individual or a group, that make them recognizable to others. ,[object Object]
similar,[object Object],similar,[object Object],similar,[object Object],similar,[object Object],similar,[object Object],similar,[object Object],similar,[object Object],similar,[object Object],How similar or different can two members of the same category be?,[object Object]
It Depends on their Identity. The dimensions, depth and significance of the differentiation are what make up identity.,[object Object],And you have the power to control it.  Differentiation is the heart of Branding.,[object Object]
At TD2, we are specialists in building this brand differentiation, through all forms of communication.,[object Object]
R,[object Object],What is a,[object Object],Brand?,[object Object],A brand is the mental and emotional impression people get from interacting with a product or service, bindingthem to it in a unique way.,[object Object]
A brand has an infinite number of contact points, and every one of them provides an opportunity to generate positive experiences that strengthen the ties between the brand and its market.,[object Object],Packaging,[object Object],Social Media,[object Object],Uniforms,[object Object],Advertising,[object Object],Architecture,[object Object],E mail,[object Object],Service,[object Object],Fairs,[object Object],Voice Mail,[object Object],Word of Mouth,[object Object],Brand,[object Object],Radio,[object Object],Publications,[object Object],Availability,[object Object],Internet,[object Object],ConstantQuality,[object Object],Ven dors,[object Object],Print,[object Object],PublicRelations,[object Object],Television,[object Object],Products,[object Object],Point of Purchase,[object Object],Signage,[object Object],Stationery,[object Object],Social Responsability,[object Object],Sales Personnel,[object Object]
At the same time, a point of contact that is neglected exposes a brand to negative associations or attack by competitors.,[object Object],Packaging,[object Object],Social Media,[object Object],Uniforms,[object Object],Advertising,[object Object],Architecture,[object Object],E mail,[object Object],Service,[object Object],Fairs,[object Object],Voice Mail,[object Object],Word of Mouth,[object Object],Brand,[object Object],Radio,[object Object],Publications,[object Object],Availability,[object Object],Internet,[object Object],ConstantQuality,[object Object],Ven dors,[object Object],Print,[object Object],PublicRelations,[object Object],Television,[object Object],Products,[object Object],Point of Purchase,[object Object],Signage,[object Object],Stationery,[object Object],Social Responsability,[object Object],Sales Personnel,[object Object]
DNA de la marca,[object Object],Quality,[object Object],Consistency,[object Object],Innovation capacity,[object Object],Reliability,[object Object],Values,[object Object],Commitment,[object Object],Credibility,[object Object],Sustainability,[object Object],Ability to adapt to change,[object Object]
We understand consumers, and we speak the visual language needed to conquer them.. ,[object Object],Working on Branding projects means being an expert in managing visual language, to establish a clear difference in a highly competitive climate.,[object Object]
Revamping of the Palmolive Caprice line,[object Object],We turned the slightly awkward form of the label into an advantage, by using photos in which the model's hair flowed in all its splendor across the area, with pretty faces and smiling, friendly expressions, accompanied by ingredients depicted for taste appeal.,[object Object],From the selection of the models to the final product, we closely controlled all the details of the visual communication to create a design that drew an enthusiastic response in qualitative testing.,[object Object]
Before and after,[object Object],The variant's primary benefit for the hair is featured as a demo, with high shelf visibility.,[object Object],Models chosen for their friendly, fresh and modern look. Hair flows across the label.,[object Object],A triple-wave pattern gives the line its identity.,[object Object],Optimization and simplification of the typography,[object Object],Photo illustration in extreme close-up to emphasize fresh, natural qualities.,[object Object]
New Identity,[object Object],Old Identity,[object Object]
Spray-Shampoo-ConditionerSystem,[object Object]
POP and Print,[object Object],We created specific pieces for different chains of supermarkets.The key visual poster concept is focused on the model’s hair, to achieve high impact from far distance.,[object Object]
Overthecounterdisplay,[object Object]
Floor Display,[object Object]
We've created ,[object Object],successful brands ,[object Object],from scratch,[object Object],Unamarcadebeexpresar de manerainequivoca los valoresqueresuenan en la mente del públicoobjetivo, paralograr un vínculosólidoypositivo,[object Object]
Branding and packaging 2011 english
Branding and packaging 2011 english
+KOTA is a highly recognized brand in Mexico, with no advertising support,[object Object]
We give little fish teeth to eat the big ones.,[object Object],Understanding the dynamics of the category and the motivating factors behind a product purchase help us generate a focused, significant differentiation.,[object Object]
Before,[object Object]
At the time we took the assignment, Insignia was a completely hand-crafted but totally unknown tequila:,[object Object],[object Object]
Sold in duty-free stores in Cancun and Cozumel.
Sales of  3,000 bottles a year
$18 dollars a bottle.,[object Object]
After,[object Object]
•	Well identified and aligned purchase drivers,[object Object],•	Premium, international image,[object Object],•	Re-focused values of tradition and culture,[object Object],•	Optimization of available resources.,[object Object],•	Same product, now sells for between 	$38 and $42 dollars,[object Object],•	Production now tops 140,000 liters a year,[object Object]
•	We developed a new name to secure brand registration in 	Mexico, Europe and United States Direct distribution in Miami, 	Texas and California,[object Object]
We keep working to build a premium identity Tequila Brand capable of conquer international markets.,[object Object]
We reinvent products with well-known brand names in order to keep them current.,[object Object],Consumers change, evolve, are in constant motion.  For a brand to remain emotionally and rationally attractive, it has to evolve with its public, without losing its values. ,[object Object]
Hunt’sCanned Sauce for Pasta,[object Object],[object Object]
TD2 conducted a study and found that no brand on the market had identified the right "moment of consumption " and "taste appeal" for the target market, so we filled that gap.,[object Object]
Hunt’s Premium Sauce for Pasta,[object Object],[object Object],[object Object]
Promotional packaging,[object Object]
Hunt’s Grand Cuisine 360º branding,[object Object],[object Object],[object Object]
360ºBranding ,[object Object]
360ºBranding ,[object Object]
Hunt’sCatsup,[object Object],[object Object],[object Object]
This is the approved identity already in the marketplace,[object Object]
Branding and packaging 2011 english
We exceed expectations by finding new opportunities.,[object Object],Many times, marketing areas known when it is time to evolve, but they're afraid the change will be too abrupt, and the result counterproductive. We have learned that we shouldn't underestimate the capacity to appreciate evolution and change, because we live in an era in which change is constant.,[object Object]
Alpura asked us to "refresh" the product, without touching their cartoon mascot but giving the brand more visibility.,[object Object],Before,[object Object]
•	We ran an analysis of the brand's objectives and 	concluded that their mascot was out of line with the 	positioning they were looking for, and that there was a 	lot of opportunity to project taste appeal, natural 	goodness and healthy, family fun.,[object Object]
Before,[object Object]
We created de Identity for a new line of powdered Teas with the brand Zuko.,[object Object]
Sometimes an advantage must be gained through strategic creativity,[object Object],A brand should address all points of contact and take advantage of the opportunities that arise in various situations and times.  ,[object Object],Every detail counts.,[object Object],Failing to seize an opportunity also creates a negative impression in the mind of the target audience.,[object Object],.,[object Object]
Branding and packaging 2011 english
We know how to redirect a brand's assets to renew it, focusing on its real target.,[object Object],For Casa San Matías, we revamped several brands. ,[object Object],We identified the strongest assets and updated them, to remain with the current market while expanding to bring in a younger client base. ,[object Object]
They did not have a standardized use of their Corporate Brand Identity across portfolio of products. These are some examples of how they identified the company in product labels.,[object Object]
The new corporate Brand Identity,[object Object]
The new corporate Brand Identity,[object Object]
Before,[object Object]
After,[object Object]
Before,[object Object]
After,[object Object]
Before,[object Object]
Before,[object Object]
After,[object Object]
We create identities through consistent concepts at all points of contact.,[object Object],Brand values are communicated at every opportunity, at every point of contact, in way that makes them attractive, relevant, memorable, and above all, that adds value to the experience of use. ,[object Object]
Nestlé Nutrition,[object Object],NN is the Nestlé business unit that sells products scientifically designed to nourish babies from birth to 3 years old.,[object Object],Its communications are targeted at doctors, who recommend how a baby should be fed during the nursing period.,[object Object],The identity of this unit had to be totally different from Nestlé consumer products: reliable and credible in the medical community.,[object Object]
Branding and packaging 2011 english
Branding and packaging 2011 english
Branding and packaging 2011 english
Branding and packaging 2011 english
Branding and packaging 2011 english
Branding and packaging 2011 english
Branding and packaging 2011 english
We treat local brands with the same enthusiasm as global brands,[object Object],Local brands have historically proven their ability to grow and position themselves as leaders, when managed strategically and creatively.,[object Object],Corona, Caprice, Gamesa and Cemex are just a few examples of local brands that have grown to become global giants. ,[object Object]
Before,[object Object],Freska-ra is a Colgate local brand that had not changed its product identity in more than 10 years.We were asked to revitalize its packaging, keeping the its freshness and closeness as main values, and also keeping its price impression.,[object Object]
Finalistas,[object Object],These were the finalist designs of which the second was chosen.,[object Object]
The photo shooting,[object Object]
Final Design,[object Object]
Nestlé Food Services,[object Object],NFS is the Nestlé business unit that sells its brands to the food preparation industry as part of its business model, from corner restaurants to corporate food chains. ,[object Object],Its identity must be totally different and focused.,[object Object]
We started by using the existent brand logo visual assets to generate a fresh and clean visual look for all communications ,[object Object]
All recipe books were designed with nutritional information “inside” the photo of the final dish.,[object Object]
The constant use of curves and generous white spaces was the signature style for all print and media communications,[object Object]
We focused the brand positioning by creating the new tagline. “Best brands working for you”,[object Object]
Branding and packaging 2011 english
Designing high-level publications is one of our specialties.,[object Object],An annual report, an institutional brochure, or an art book--all are Identity tools that linger in the memory and among personal belongings.,[object Object]
Commemorative publication for Universidad Panamericana,[object Object]
Commemorative publication for Universidad Panamericana,[object Object]
Commemorative publication for Universidad Panamericana,[object Object]
AnnualReport,[object Object],Fundación Televisa,[object Object],2007,[object Object],Premio a! 2008,[object Object]
Annual Report,[object Object],FundaciónTelevisa,[object Object],2008,[object Object]
Annual Report,[object Object],FundaciónTelevisa,[object Object],2008,[object Object]
Commemorative 40-year Anniversary Publication,[object Object],GfaGrupoInmobiliario,[object Object],Creativity 36 Silver Award,[object Object]
Commemorative 40-year Anniversary Publication,[object Object],GfaGrupoInmobiliario,[object Object],Creativity 36 Silver Award,[object Object]

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Branding and packaging 2011 english

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