Advertising best practice, evidence and insights

What we know about brand identity and image

Article • WARC Best Practice, May 2020

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

How to measure design’s contribution to business growth

Article • Joanna Seddon, WARC Best Practice, November 2016

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.

How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.

Why storytelling should be the first refuge for Indian brands

News • 06 July 2020

Government slogans such as ‘Make in India’ and ‘Vocal for local’ appeal to patriotic sentiments, but brands ought rather to be focused on telling stories and adding to people’s lives, says an agency figure.

Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

The future of Indian brands lies in storytelling not jingoism

Article • Shormistha Mukherjee, WARC Exclusive, July 2020

Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.

Black Lives Matter movement forces brands’ marketing review

News • 23 June 2020

Several major brands are undertaking reviews of logos and marketing messages in the light of the now-global Black Lives Matter protests and the broader debate over racial equality.

Arçelik: The Arçelik Experience Centre

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Arçelik, a household appliances brand, increased sales in Turkey by redesigning its stores with the Arçelik Experience Centre, allowing customers to fully explore the products it has to offer.

ALKIMI brand creation: Cleaning up the category

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

ALKIMI, a brand of natural home cleaning products, launched its brand in the UK by creating a name and packaging design that reflects the science and nature behind the product.

Albury Vineyard: Wine fit for a queen – How a premium rebrand captivated a nation

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Albury Organic Vineyard, a family-run vineyard, increased sales in the UK by rebranding its packaging to feature local imagery to promote its local produce.

East Street Arts: Space for artists

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

East Street Arts, a contemporary arts organisation and charity, increased funding and awareness in the UK with a rebranding of its logo formats.

Mother: Vending reinvented

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

Mother, a food and drink vending machine brand, launched its healthy vending machine across the UK with a design that used touchscreen technology to show consumers the nutritional information of their decisions.

Harvey Nichols: When food met fashion

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Harvey Nichols, a luxury department store, increased sales and brand value in the UK by redesigning its packaging to mimic luxury cosmetics with the HN monogram and metallics.

Glasgow Life and Glasgow Sport (Glasgow City Council): I am the goal smashing – Glasgow Club rebrand

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

Glasgow Club, a gym brand, relaunched its brand to gain memberships across Glasgow in Scotland by launching a new colour palette and messaging system that changed perceptions of what a 'council gym' is.

Heath & Heather: Health and happiness in a teacup

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Heath & Heather, a tea brand, grew market share and sales in the UK by launching new packaging that featured botanical imagery and colour-coded themes to promote the natural Britishness of the brand.

Barnsley Premier Leisure: Your Space

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.

Baileys Strawberries & Cream

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Baileys, an alcohol brand, introduced its Strawberries & Cream variant to increase sales during summer in the UK by launching with bright pink packaging featuring strawberries and flowers to showcase it as the perfect summer treat.

TrueStart: Wild for Life

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

TrueStart, a coffee brand, expanded its distribution from sports-focused retailers to on-trade and its own café bar by creating the Wild for Life brand strategy and packaging design in the UK.

Diageo: Guinness Hero Harps

Case Study • Design Business Association, Design Effectiveness Awards, Grand Prix, 2020

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Cottage Delight: Redesign – A celebration of variety and food discovery

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Cottage Delight, a gourmet food company, increased sales and revenue in the UK by rebranding its packaging with new colours and a bunting design, celebrating culinary discovery.

Dalston's Soda Co.: Soda with Soul – Rebrand

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Dalston's, a soda brand, expanded in the UK by changing its bottle design to cans and developing a new look for each of its six flavours in striking multipacks.

Danerolles: How a fresh dough brand regained strength at home and beyond

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Danerolles, a fresh dough brand, increased value market share and awareness across Europe by launching new brand packaging with bold colours and a new brand idea that better represented its enthusiasm for food enjoyment.

Brand identity & image