Branding is all around us. From the clothes we wear to the cars we drive, branding shapes almost all of our daily decisions. For example, what toothpaste do you use? Are you a Colgate or Crest person? Maybe you uses Oral B or Aim? This choice, though subconscious, was most likely made through a nurtured and developed trust between you and your brand of choice...Interesting, right?
Corporate branding as a whole comprises the core of a company's identity and outward presence to the world. This branding makes a company distinguishable from its competitors and helps gain the trust of it's patrons.
Rewind 8 months ago when brainstorming branding for Leisuremann's Cocktail Mixes with my business partner Matt.
Matt and I began the process with the idea of what our product needs to provide our target market and what types of items stand out to them.
We started with the blue sky approach that no idea was a bad idea but quickly narrowed it down to tangible core elements:
Logo - Packaging - Branding
The Leisuremann's Logo should evoke a modern but yet vintage feel giving our name a transcendent quality, living in this age as well as in the past. The cocktail iconography is of a rocks glass evoking feelings of friends, good times, memorable flavors, and enjoyment.
The Leisuremann's Tin should evoke an old world feel. Akin to a tin you would find in your Grandfather's war trunk or even in a modern gentlemen's satchel bag. The black tin was specifically selected to show the sophistication of our product. Taking it from an off the shelf item to a conversation starter and an object of modern design.
Leisuremann's brand as a whole is unapologetically to the point. We are true to what we do and damn proud of it.
From the beginning, we set out not just to create a product, we set out to create a brand. A brand not only true to it's roots and transcendent of time, but one that is lived by it's patrons, daily, earning us the distinction as The World's Premier Traveling Cocktail.
So to all patrons and future patrons alike - Get outside, enjoy an Old Fashioned, and explore!
Cheers!
Cliff