Crombie Creative

WE HELPED ONE OF SA's MOST PRESTIGIOUS SCHOOLS CELEBRATE 150 YEARS IN 2022?

As part of the Hilton College 150 year celebration nine bespoke oak tables crafted from the mighty Newnham tree, giving the donor ownership of a piece of Hilton’s history were created and we were invited to design a special ‘150 Legacy Benefactor’ logo.

We also designed a bespoke range of La Vierge wine packaging and MCC sparkling wine to celebrate the occasion as well as designing the coffee table book cover, ‘Stories of Hilton College - The Anthology’.

WE HELPED ONE OF SA's MOST PRESTIGIOUS SCHOOLS CELEBRATE 150 YEARS IN 2022?

As part of the Hilton College 150 year celebration nine bespoke oak tables crafted from the mighty Newnham tree, giving the donor ownership of a piece of Hilton’s history were created and we were invited to design a special ‘150 Legacy Benefactor’ logo.

We also designed a bespoke range of La Vierge wine packaging and MCC sparkling wine to celebrate the occasion as well as designing the coffee table book cover, ‘Stories of Hilton College - The Anthology’.

NEW JOKO STRONG QUALITY TEA PACKAGING.

Early last year Crombie Creative had the pleasure of working on one of South Africas oldest tea brands - JOKO. We were given the opportunity to enhance its distinctive assets - the JOKO wordmark, the red colour and steaming teacup while upweighting the premium cues and quality credentials.

We simplified the brand’s holding shape, allowing the word mark to take centre stage and reintroduced the glass teacup so indicative of JOKO’s USP of strength. We introduced a new quality seal device around the teabag/loose tea icon that celebrates the brands heritage and expert credentials. Overall the new design supports the brand proposition of ‘Strength when you need it most’.

Thank you to the brand team at Ekaterra.


Our purpose is making your brand the star, get in touch to find out how?

NEW JOKO STRONG QUALITY TEA PACKAGING.

Early last year Crombie Creative had the pleasure of working on one of South Africas oldest tea brands - JOKO. We were given the opportunity to enhance its distinctive assets - the JOKO wordmark, the red colour and steaming teacup while upweighting the premium cues and quality credentials.

We simplified the brand’s holding shape, allowing the word mark to take centre stage and reintroduced the glass teacup so indicative of JOKO’s USP of strength. We introduced a new quality seal device around the teabag/loose tea icon that celebrates the brands heritage and expert credentials. Overall the new design supports the brand proposition of ‘Strength when you need it most’.

Thank you to the brand team at Ekaterra.


Our purpose is making your brand the star, get in touch to find out how?

START WITH WHY?
In 2009, author Simon Sinek gave a TED TALK called “How Great Leaders Inspire Action.” This 18 and a half minute long viral TED talk called on business leaders to “Start With Why.” “Why” isn’t just a word, it’s a powerful concept.

The core of Simon Sinek’s “Start With Why” is his discovery of The Golden Circle. There are three parts of The Golden Circle: Why, How, and What.
Why: Very few people or companies can clearly articulate why they do what they do. This isn’t about running a profitable company—that’s a result. Why is all about your purpose. Why does your company exist? Why do you get out of bed in the morning? And why should anyone care?
How: Some people and companies know how they do what they do. Whether you call them a ‘’differentiating value proposition’’ or a ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better.
What: Every single company on the planet knows what they do. This is true no matter how big or small the company is, or no matter what industry they belong to. Everyone can easily describe the products or services their company sells or the job function they have within the company.
When we start with “Why”, we go from the inside out of the circle. “Why” is the reason to buy and the “Whats” merely represent the tangible products as a proof of that belief. “Whats” are the reasons we can point to rationalize why we so much like a company over another.
Simon Sinek cites the example of Apple. In his opinion, Apple is technically no different from its competitors. But Apple communicates from the “Why.” Apple’s “Why” is to challenge the status quo and empower the individual. And their challenging the status quo is a pattern repeating in all they say and do, which is the reason why people perceive Apple as authentic.

That tiny word ‘Why’ is the start of defining your brand purpose.



Source: Tejas Kinger 2018 article for freshworks.com

EXAMPLES OF A GREAT ‘BRAND PURPOSE’!

As brands strive for differentiation, relevance and growth, a clear purpose brought to life in compelling ways is often the difference between success and failure.

Here are some of the top examples:

Apple - To challenge the status quo to think differently.

Unilever - To make sustainable living commonplace.

Nescafé - To renew the world of coffee, uplift lives and livelihoods by focusing on regenerative agriculture.

Woolworths - Adding quality to life.

Coca-Cola - Refresh the world. Make a difference.

JOKO tea - Helping women use their strength to speak out.

From one line to one paragraph your brand purpose should be unique to you, it should stand out and stand up for something.
At Crombie Creative our purpose is making you brand, your company or your service a much brighter star, one which shines above the rest as a beacon…

…and it all starts with Why?

WHAT IS A 'BRAND PURPOSE'?

This is the reason for a brand to exist other than just making a profit. How does your brand, product or service make a difference to the lives of the people using it?

Start by asking why you started your business or brand? What need or gap in the market were you trying to fill? What problem could you solve? This defines your ‘Brand Purpose’.

Once you understand why your brand exists and why it is needed, you can compare to others in your industry and identify what makes you unique.

To create a compelling ‘Brand Purpose’ you need to stand for something! Consumers are searching for something bigger than just being sold a product or service; they want to support values and ideologies.

Your brands purpose is important as it allows consumers to identify with your values and ethos and should be honest and authentic in order to build long term brand loyalty.

A clearly defined brand purpose gives your brand meaning and authority while allowing consumers to see that you are meeting their needs and that of their world. Being socially responsible and sustainable is becoming increasingly important.

Our purpose is making your brand a brighter star! We use our unique spark of design creativity, exceptional crafting skills and an intimate knowledge of branding and packaging gained over 30 years to achieve this.

What is your purpose?

Stay tuned for some great examples of 'Brand Purpose' or DM us if you want to know more?

NEW PACKAGING DESIGN FOR WOODSTOCK GIN

Woodstock was built on a positioning of ‘Spirit of the streets, distilled for the world’ with each variant reflection a unique aspect (and address) of Woodstock in Cape Town.

While the authenticity and brand story of Woodstock were liked there was a lack of understanding around the street names and it’s grungy feel failed to support a premium positioning. Novel variants (such as h**p) were intriguing but failed to translate into repeat purchase.

Embracing the new ‘Good Rebel’ positioning we recrafted the Original label, elevating it’s premiumness and introducing more flavour cues.

From watercolours to oils, screen printing to textile design there is a style of art that speaks to every person, expresses every mood and even describes any flavour. with Streetart is the inspiration for Original we designed two new variants ‘Tangerine & Fiery Ginger’ & ‘Brambleberry & Purple Lotus’ variant. The new Untamed Spirit of Woodstock.

Client: &co
Agency:
Design & Creative Direction:
3D Visualisation: Giles Henderson

NEW PACKAGING DESIGN FOR WOODSTOCK GIN

From watercolours to oils, screen printing to textile design there is a style of art that speaks to every person, expresses every mood and even describes any flavour. with Streetart is the inspiration for Original we've designed two new variants for Woodstock Gin - ‘Tangerine & Fiery Ginger’ & ‘Brambleberry & Purple Lotus’ variant. The new Untamed Spirit of Woodstock.

Client: &co
Agency:
Design & Creative Direction:
3D Visualisation: Giles Henderson

NEW PACKAGING DESIGN FOR WOODSTOCK GIN

Woodstock was built on a positioning of ‘Spirit of the streets, distilled for the world’ with each variant reflecting a unique aspect (and address) of Woodstock in Cape Town.

While the authenticity and brand story of Woodstock were liked there was a lack of understanding around the street names and it’s grungy feel failed to support a premium positioning. Novel variants (such as h**p) were intriguing but failed to translate into repeat purchase.

Embracing the new ‘Good Rebel’ positioning we recrafted the Original label, elevating it’s premiumness and introducing more flavour cues.

Client: &co
Agency:
Design & Creative Direction:
3D Visualisation: Giles Henderson