Cornerstone Strategic Branding

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Cheers to a good cause! Stella Artois has launched a new aluminum bottle, exclusively available at bars and restaurants, with a QR Code to the “Open For Good” campaign for patrons to further support their local eateries. The "Open For Good" campaign, comes after the yearlong struggle restaurants have gone through during the pandemic.

Stella Artois Rallies Behind Restaurant Recovery With Custom 'Open For Good' Aluminum Bottle In partnership with the James Beard Foundation, Stella Artois' new aluminum bottle is exclusively available at bars and restaurants to help support local restaurants that have been impacted by the pandemic. 

Pay for the product, not packaging — how a Chilean startup is innovating smart packaging Santiago-based startup, Algramo, aims to drive the refill revolution & has worked with global consumer goods companies Unilever, Purin and Walmart.

We are proud to announce that our work on SweeTARTS received a GDUSA Package Design Award this year!

Though SweeTARTS is a celebrated candy brand with an array of flavors and forms, consumers sometimes found it hard to spot it on shelf. CSB’s new SweeTARTS identity required a strong master brand to reflect the reality of a small shelf presence. We needed to connect packs and stand out in a very colorful world!

After an in-depth analysis of the category, we dug into the mind of our enthusiastic, go-getter target to understand the best way to create packaging that resonated with them. Based on our learnings, we explored brand hierarchy, logo impact and modernization, along with the most compelling way to show our unique forms like Ropes, Bites and Mini Chewy candy.

In testing, consumers found our new design highly attractive, clear, and highly differentiated at shelf. The winning design restores the SweeTARTS brand’s bold, iconic color split, amplifies the logo in 2 lines, and shows off SweeTARTS’ unique forms with tantalizing candy visuals.

Creative Director: Sarah Sansom
Art Director: Adam Garber
Designers: Jenny Slife & Anthony Masiello
Illustrator: David O’Neil
Group Account Director: Lorin Zarkin

We are proud to announce that our brand restage for Toffifay received a GDUSA Package Design Award this year!

As the Toffifay USA team contemplated their research findings within the candy set, it became clear that Toffifay needed a brand new and very different approach in the US market to fully capitalize on its potential.

Moving away from an 'All-Family Treat' positioning in Europe to an 'Irresistible Treat' strategy in the US, we developed a brandmark and package design for Toffifay aimed at expressing the sheer joy of this unique eating experience. Multi-textured with layers of caramel, hazelnut cream, chocolate, and a whole hazelnut, Toffifay is not like any other candy treat! The clean, white design allows the consumer to fully appreciate Toffifay's unique form, where the candies are heroically perched on top of a caramel hill. This is a nod to its parent company Storck USA. The logo is friendly, indulgent, and upbeat - and finally, the rays celebrate this perfect combination of unlikely flavors.

Toffifay went on to be named US Confectionary Product of the Year by Consumer Survey of Product Innovation in 2018, in a sample of over 40,000 consumers around the world.

We are very proud to have helped to re-introduce this wonderful brand into the US market!

Creative Director: Sonia Sussman
Art Director: Sonia Sussman
Illustrator: David O'Neil

A great read and look at how major brands have de-branded, and the reasons behind why companies have jumped on the trend of “discarding detail” in their logo.

We can’t help but wonder, is the tech age the silent culprit for the de-branding trend of the last decade, and is it now ushering us into the world of brand as portals? Seems like the future is here…

Do you need help simplifying your logo/rebranding? We can help!

Debranding Is the New Branding From Burger King and Toyota to Intel and Warner Brothers, major brands are discarding detail and depth. Why now, and what’s the rush?

A great example of reusable packaging and how far the trend of innovative packaging to facilitate sustainable, reusable/refillable packaging, has come.

Dove’s Sleek New Refillable Deodorant Pack The global health and beauty brand launches new deodorant packaging that is circular by design, with a reusable stainless-steel case that can be refilled with deodorant sticks.

Foods From Afar Hope to Catch the Eye of American Shoppers Immigrant entrepreneurs are working with designers and brand strategists to create packaging that appeals to a wider range of consumers.