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Founded in 1997, Level Ground Trading's mission is to trade fairly and directly with small-scale producers in developing countries, and to market their products in North America, offering their customers ethical choices. The company steadily grew a local, loyal following for their range of coffees, as well as recent introductions of raw cane sugar and dried fruit. However, as the company and brand grew, Level Ground began to compete with more sophisticated brands farther afield, and were failing to connect in a meaningful way with a broader consumer audience.
The new logomark declares boldly the superiority of "Direct Fair Trade": two hands (and dialogue bubbles) shake, forming an "equal" sign between them. This brand identity is founded on equality, fairness and relationships, and brings a human touch right into the logomark itself.
The packaging platform takes the thought further: the producer is the real hero. The producers grace authentic kraft bags, with a label that declares Level Ground's expertise and deep knowledge of the origins and taste profiles of each of their coffees. The Identity Platform completes the circle: engaging copy like "We shake the hands that pick the coffee", "Coffee lover. Meet coffee grower", and "Good. From crop to cup" expresses the duality of "direct fair trade" and "superior coffee".
With its 50th anniversary in view, the Vancouver Aquarium paused to consider its logo, which for more than 35 years featured a killer whale - a distinctive symbol for the Aquarium as one of the first institutions to have ever displayed them. While the Aquarium remains at the forefront of wild killer whale research and conservation today, they felt the killer whale as a symbol no longer represented the experience of visiting the Aquarium, nor of the broad scope of the Aquarium's programs.
The Vancouver Aquarium's fundamental purpose is aquatic conservation. They envision a future in which people and aquatic ecosystems live in balance, contributing to their mutual health and well-being.
Inspired by the shape and spirit of earlier logos, the new icon celebrates the Aquarium's history and commitment to the conservation of aquatic life in its many forms. The main logomark image is that of a dynamic, leaping fish, and is made up of three smaller shapes, representing aquatic fauna (seastar), flora (kelp) and the world of water (wave). The identity system grows out of this sense of discovery, wonder and the beauty of the aquatic environment. From new brochures, to business cards, a refreshed website to new stationery, the Aquarium's new identity translates to all branded items and communications.
The packaging platform takes the thought further: the producer is the real hero. The producers grace authentic kraft bags, with a label that declares Level Ground's expertise and deep knowledge of the origins and taste profiles of each of their coffees.
When it came to examining the almost 100 SKUs of packaging in Petcurean's most popular lines, NOW FRESH and GO!, it was critical to expand beyond the new corporate identity to connect the unique propositions and benefits of the products themselves with the consumers who purchase them. At present, both product lines were similar in design and substrate, and offered little distinction for the consumer.
NOW FRESH is so fresh, it's like eating off the kitchen table (down girl!). NOW FRESH is packed full of 100% fresh turkey, salmon and duck, 100% fresh Omega 3, 6 and 9 oils, and wholesome berries, fruits and vegetables.
"It could only be fresher if you made it from scratch" truly sets this product apart, and the packaging expresses this through "Fresh Market" signage, burlap textures, and familiar produce labels. Soft, warm, natural and intrinsically connected to the notion of market freshness, the package informs the reader about the superior fresh ingredients and specific life-stage recipes.
Petcurean Pet Nutrition was founded in 1999 as a small start-up company, based on a unique concept that utilizes concentrated forms of meat and human grade ingredients to formulate a pet food that replicates what families enjoy at home every day. With excellent sales, a passionate mission and superior products, the brand identity itself was falling short on communicating this promise, and the product packaging was dated and had little to no differentiation between their two very different product lines.
During the thorough competitive and brand audit process, not to mention numerous interviews and extensive informal research, it became clear that they had lost their connection to their very name: Petcurean. Not only is an "epicurean" approach to health, nutrition, product innovation and superior ingredients part of the Petcurean DNA, it proved to also be a unique place in the market for the brand.
The new brand logomark celebrates the notion of taste and nutrition through a witty use of a pet's tongue. Other identity elements celebrate real pets from Petcurean's employees, with typographic call-outs that reflect back to the company's values, from "epicurean" and "health", to "deep purrs" and "wagging tails".
GO!, Petcurean's flagship line, is a nutrient-rich and energy-packed food. Available in various formulations, each created to have its own unique benefit including a recipe for pets with dietary sensitivities, whole-grain and grain-free recipes and recipes for various life-stages, GO! is a true fitness food for everyday pets.
"Created to put more life into your pet" trumpets this product positioning, and the packaging brings this to life with action shots of real pets who eat GO! recipes, complete with heart-warming testimonials of health and revitalization. The package itself brings an "active lifestyle" sensibility to the pet specialty store shelf with metallic foil, strong formula identification, iconography and specific call-outs for the recipes' ingredients and benefits.
n its first 20 years, Okanagan Spring has grown to become BC's leading craft beer brand. However, in recent years, their share has been slowly eroded by other craft brands, pseudo-craft brands and by the insurgence of strong imports like Stella and Heineken. Despite top marks for the liquid itself, the brand had low recall, poor differentiation, and the logo had no unaided recall among even the most diehard fans. The packaging was even worse: it followed the category cliches of "old world" ribbons, banners and crests, oval labels, and zero unique communication.
The revitalized positioning is best expressed by the new tagline, "Know Your Beer". OKSpring is the craft leader for a reason: pure ingredients, no preservatives, no additives, all-natural beer that is brewed with the highest attention to detail, knowledge and craftsmanship.
Okanagan Spring can't help but share this craft excellence and expertise with their drinkers. Central to the new logomark is the "Craft Beer" icon, symbolized by a barley sheaf resting in an open hand.The new Packaging Platform shows "Know Your Beer" in all its glory, from the first-ever "Beer Colour Scale", to ideal serving temperatures, first brew dates, and the Brewmaster's certification, to diagrams and writing that tell the story behind every beer that they make.