brand strategy


"The strategy was simple, we can’t design another ‘me too’ product, Legend was sick of seeing the same looking things on the shelves, they wanted something that offered the market something new and unexpected. With ‘Stories worth sharing’ as our central strategy, we developed product names, brands and packaging that leveraged local BC legends and created custom illustrations to bring the stories to life on the bottles. We wanted every detail to be considered, from container selection, non-traditional colour selections and print finishings to create something that stands out from the crowd."

Also Known As


Anagrama    |

"Biovideo is a company heartfully built with the purpose of helping new parents live and enjoy the amazing experience of their baby’s first moments without having to worry about capturing them. Our branding proposal uses rounded type and a carefully chosen color palette to communicate the brand’s heartfelt friendliness. It is simple, clear and inspires warmth and trust. The icon ties emotion with technology, a symbol of Biovideo’s extraordinary storytelling venture. The predominantly white and baby blue color palette transmits baby vibes while the striking but limited use of red is enough to prevent it from falling into unremarkable cliché."

Anagrama is an international branding, architecture and software development firm with offices in Monterrey and Mexico City. Their clients include companies from varied industries in countries all around the world. They create the perfect balance between a design boutique and a business consultancy, from focusing on the development of creative pieces with the upmost attention to details, to providing perfect solutions based on the analysis of tangible data. 

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Top 10 Fashion Brands to Follow on Google+

We know you must be wondering…who uses G+ anyway? But we’ve done some digging around and found that there are some really awesome fashion designers and brands actively using G+ to share their stories.

If you have a Gmail account, you’ll automatically be logged in to start following pages in your circles. From exclusive G+ offers to never-before-seen content on their pages, these fashion brands are worth the +1.

Here’s a link to Wantering’s Shared Circle on Google Plus, which includes over 20 of the top fashion brands. Quickly add them all to your newsfeed by clicking the “add people” button. (Click to Tweet this Circle)

Drumroll please!

10) Modcloth’s How-to videos and real girl photos have created a lot of buzz for this brand. Hitting their audience of women looking for great prices on trendy items, Modcloth has a relatable story to share.

9) Levi’s gets props for somewhat of a brand revival. We like their tips on how to break in your jeans, along with great product shots the most.

8) Christian Dior is one of few luxury designers to have an active presence on G+. The page gives you backdoor access into the brand’s products and also news about who’s wearing Dior (ahem, Jennifer Lawrence).

7) Diane von Furstenberg (DVF) is perhaps the Queen of Google Fashion, kicking off the first Google Hangout #shopthehangout in partnership with the CFDA (Council of Fashion Designers of America). What else do you expect from the designer who utilized Google Glass on her runway in 2012?

6) Topman gets a shout out for creating a Google Plus VIP program that includes exclusive insider benefits. Follow for updates on new items, promos, and cat GIFS.

5) Warby Parker exploded in 2013 with numerous collaborations with artists like Beck and non-profit organizations like RxArt. Who doesn’t have a pair of Warby glasses?

4) Rebecca Minkoff is one of the fashion brands who has participated in a Google Hangout in 2013. Their photos and videos make us feel like we’re backstage at her fashion show and we really like that.

3) ASOS is kind of taking over the fashion world one GIF at a time. Fun and playful just like their brand identity, the ASOS G+ page is an online store you just need to know.

2) H&M is one of the largest global retailers in the fast-fashion world. With so many items, how do you showcase the best? They take a Polyvore-style approach and create themed boards that get high engagement from their fans.

1) Burberry is killing it when it comes to digital innovation. Beautiful images that are completely on-brand help transport you into the Burberry world.

Find all of these brands’ Google Plus pages and more in our Top Fashion Brands Shared Circle. And come by and hang out on our Wantering G+ page.

Inspiring Branding and Communication Design

Brand strategy, brand identity and marketing communications for Keaykolour developed by Blast, a London based brand identity and communication design consultancy. The work includes brand elements, marketing tools for designers and a website.

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"Don’t be pushed by your problems. Be led by your dreams." -Ralph Waldo Emerson

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Endearing Customers Make Enduring Businesses

Look for opportunities to add free value to your customer experience. Every extra thing we do for our customers without raising our prices is pure value. In a culture that thirsts to be served, value is a scarcity. When we willingly break down this cultural norm, and begin to serve our clients, we will cultivate faithful, thankful, and endearing customers. Remember, endearing customers make enduring businesses.

Starbucks Opens Teavana Bar

Starbuck’s debuted it’s first Tea bar on Thursday, October 24th, with a store in NYC. Following a similar model to what he did with coffee, Howard Schultz, Starbucks’ CEO, wants to revolutionize and transform tea.

Interestingly enough, there will be no associations with the parent brand. Designed to be “zen-like” Teavana shops offer premium handcrafted tea beverages, loose leaf teas, tea-inspired food offerings and tea merchandise - absolutely no coffee. Prices will be steep, and drinks will be sold as 12- or 16-ounce servings, rather than “tall” and “grande.” 

Tea may be a $90 billion industry worldwide, but it’s still considered “boring” by many consumers. While Starbucks is trying to capitalize on this market, they’ll have to be very strategic with their location choices. Prices will be very steep, with some lattes going for $5.95, which may deter many potential customers. However, as the first store is located next door to a Lululemon store in the Upper East Side, price shouldn’t be a problem. 

A second Teavana will open in Seattle before Thanksgiving. Who knows, in a few years time, we may be seeing a Teavana on every street corner, alongside its parent brand. 

- Caroline McDevitt

Web Design Client: Model & Cosmetics Entrepreneur, Keyshia Ka’oir, at the airport with red hair, after releasing her #BuildingTheBrandPART2 documentary last night. Watch Her Inspiring Business Story at

Two major brand strategy that the whole world of Lenovo implements: Think and Idea

Yesterday, president of Lenovo Group board Yang YuanQing told reporters: “Associate in the whole world having only Think and Idea two major branding in the future, other Off-The-Shelf some sub brand carry out the transition to two major brands gradually, this strategy has been already very clear. And IdeaPad brand listed on China soon, does not exclude from having a Chinese name either. ”

Yang YuanQing shows, in order to expand the overseas market, unified image abroad of Lenovo Group better, Lenovo released IdeaPad new brand to the outside in January of this year, this brand specially offers to consumption customer and pays attention to the recreational, fashion notebook computer, this is that Lenovo purchases from hands of IBM ThinkPad brand will focus on the commercial market in the future.

Yang YuanQing reveals, only there will be these two major brands of Think and Idea abroad to associate in the future, product lines such as Lenovo 3000 introduced abroad before this and existing Tin Yat of Chinese market, raising it,etc., according to its different customers directed against, carry out the transition to Think and the intersection of Idea and its. It is estimated the brand of Chinese market is switched over and realized before the end of this year, getting rid of IdeaPad either will have a Chinese name when the time comes.

Three Learnings on Moving the World

There are so many important causes in the world – and positive social impact is what drives most of us at Wolff Olins. It’s why I joined. Many of those causes don’t get the attention they deserve. Animal protection is one of them.  

This is why we’ve spent the past two years collaborating with World Animal Protection (formerly called the World Society for the Protection of Animals), a global nonprofit organisation with a big ambition to end animal suffering. For over 50 years, they’ve been protecting the lives of millions of animals. Although they make  this level of impact they aren’t known on the street. In fact, research showed that only 7% of people surveyed across the world were aware they existed.

How can you motivate people to end animal suffering if people don’t know who you are? How can you move more people to protect animals?

This is what we set out to solve with our partners Collette Collins, Deputy Director of Communications and Pippa Rodger, Director of Communications leading the way. 

It’s been an amazing journey – that’s really just starting.  We thought we’d share a few of the things we’ve learned, and how you might move the world for your cause. 

1. Start with The Why

Animal protection is a hugely important global problem, so how can we get people to care?

Start with purpose – start with what matters to them. The purpose we helped World Animal Protection articulate was ‘We move the world to protect animals’, now the driving thought behind not just their communications but their culture too.  

There’s a great TED Talk by Simon Sinek on how great leaders inspire everyone to take action by starting with The Why. In this talk, Sinek shares the Golden Circle, a simple yet powerful visual tool for sharing your story. It puts The Why at the center with The How and The What radiating outwards.

We used this tool to frame the story of World Animal Protection and uncover the purpose, looking at:

The Why: Why do we exist? Why does this matter?

The How: How is what we do different to what exists? What makes us special?

The What: What do we do that no else does?

2. Tools for action

The worst fear of any brand team is for your work to sit in unread strategy powerpoints and unused guideline pdfs. Almost everything we create begins with the question, “How can we make this even more useful?”

To that end, we helped them build a set of useful tools for making the story real in and outside of the organisation. Because we view workshops as a change methodology, we facilitated workshops with people across the organisation – from their global leadership team to fundraising, from human resources to communications.

Some of the work we’re most proud of includes helping the organisation shape their culture through  the  Four Moves – a tool that articulates the behaviours and actions needed from everyone inside the organisation to move the entire world to protect animals. Because we know that culture eats strategy for breakfast, our work is only as good as what people inside World Animal Protection believe in and the actions they take.

The most visible tools we’ve created are around the name and the visual expression. We first recommended changing the name to World Animal Protection. Names are incredibly powerful. I remember one of our principals – Sam Wilson – saying to another client, “Your name is just one of the many tools in your arsenal. Make sure it works hard for you.” Their former name – World Society of Protection of Animals, often shortened to WSPA – wasn’t too long and often a barrier to achieving their ambition of ending animal suffering.

There’s a lot of noise in the world. Not only do you need a simple and memorable name; you need a visual expression that cuts through. Working closely with the internal team, design director Dan Greene designed a simple visual expression to make it easy for their people to create new things – whether it’s for the website, the office walls or a high level disaster management conference installation .

While these two things might be the most visible, as Collette Collins said “Our brand is so much more than our new name and logo.  This is about embedding our purpose into everything we do, so no matter where we are in the world or what we’re doing, people will know who we are, what we stand for and be inspired to join us”

3. Real change takes time

In a world driven by the startup ideology of ‘lean and fast’, it’s important to remember that while it is important to test, try new things and act, that real change takes time – and is hard.

While our original project with World Animal Protection has ended, we’ve continued working with the organisation – from learning to acting as a sounding board to their management team as well as running design clinics.

Like most people when you’re trying to shift mindsets – inside and out, you need to be patient. You need to constantly equip people with tools to help them act.  You need to be prepared to evolve your story, to change as the world changes.

Melissa Andrada (@themelissard) heads up Kitchen from Wolff Olins, a school for ambitious leaders who want to build businesses that change the world. Melissa also is a lead strategist at Wolff Olins. World Animal Protection was her first project in the London office. She feels incredibly lucky to have collaborated with such an amazing team.

Thanks to Project Lead and Strategy Director, Richard Houston; Account Management Coach, Beatrice Vears; Design Director, Dan Greene; Designer, Rosie Isbell; and of course our friends at World Animal Protection – Collette Collins and Pippa Rodger.







Dipping teabags repeatedly help release more of the infusions to benefit ones health. Dipsy’s celebrates this action with interesting contemporary rituals that relate to one’s contextual emotions, while providing physical wellness. 

Another exciting concept with Royston Lim, Allan Toh & Chan Kang Poh.


The art of brand name translation in China

We liked this NYT article recently - it’s a fascinating insight into the big business of adapting Western brand names for the huge Chinese market.

While early attempts at localising established brands just created phonetic equivalents, recent entrants have opted to convey both meaning and a phonic mimicry of the original name.

Some of the results add a poetic resonance to well-known brands - such as “Quick Steps” for Reebok (Rui bu) or “Tasty Fun” for Coca Cola (Kekoukele).

It made us think: What will happen to the names of Chinese brands that eventually become sought after on this side of the world?


“I thought it would be fun to create a new brand identity for myself as an excuse to continue my exploration of hand-drawn vintage letterforms. 

I focused on a Relievo style as a starting point and then added other ornamental elements and a roundel device in the hope of portraying a tongue-in-cheek feeling of grandeur.” Tobias Hall