Global Brand Identity Design Collection
After successfully relaunching the Cascade beer range with Landor’s help, Foster’s wanted to capitalize on this momentum by developing a new product. A full day workshop was held at the Melbourne Zoo in the interest of harnessing the energy and memory of the extinct Tasmanian tiger (the brand’s icon) and a number of potential brand propositions were developed. Inspired by this session, Landor encouraged Foster’s to create a totally innovative product— a “green” beer. This was a natural fit with Cascade’s heritage—which is associated with the Tasmanian wilderness—and true to the brand, which prides itself on using pure ingredients.
Cascade is Foster’s third-largest beer brand and is brewed in Australia’s oldest brewery at the base of Mount Wellington in Tasmania. The Cascade beer portfolio—made up of two premium beers (lager and light) and three craft beers (blonde, pale ale, and stout)—was fragmented and lacked visual consistency. Cascade’s portfolio volume was also dominated by Cascade Premium Light, which was competing in a declining market. On the whole, Cascade had lost relevance in the competitive premium beer category and needed to redefine itself as a more contemporary, unified brand.
The century old California Chamber of Commerce is the largest, broadest-based business organization in California. The Chamber has two principal roles: to lobby on behalf of California businesses and to provide products, services, and training to help businesses comply with State and Federal regulations. While viewed positively, many constituents had misperceptions about the California Chamber of Commerce, either misunderstanding its mission or believing that it was affiliated with the myriad of local chambers of commerce.
Youth in India are increasingly influenced by Western culture thanks to cable television and more travel outside the country. As a result, coffee drinking has become a social statement for young upwardly mobile Indians. Café Coffee Day, a division of India’s Amalgamated Bean Coffee Trading Company Ltd., pioneered the modern coffee shop in India in the late 1990s, focusing on serving good quality organic coffee. The café chain saw incredible success, growing to 918 cafes in over 139 cities in India, plus six outlets abroad, from 1996 to 2010. It is now India’s biggest café chain. But Café Coffee Day’s achievements made the market very attractive to competitors, and over a ten-year period both established and upstart cafes saw similar success.
Brands that rely solely on being the biggest, fastest, or newest are quickly forgotten after their inevitable migration to second place. The only way for a brand to avoid this is to transcend history — by becoming an icon. That was the challenge we put before Emaar Properties.
Brocade Communications Systems is the storage area network (SAN) leader with Cisco Systems as a primary competitor. After acquiring competitor McDATA, Brocade doubled its size, helping assure its leadership in SAN technology against Cisco. But even with five quarters of record earnings and a plan for growth and diversification, Brocade recognized that its brand strategy needed to align with its business strategy to support future expansion. The company wanted to make sure its brand could maintain its leadership position with SANs engineers while also reaching out to chief information officers (CIOs).
Research In Motion Limited (RIM), founded in 1984 and based in Waterloo, Ontario, is a leading designer, manufacturer, and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software, and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information, including email, telephone, text messaging, Internet, and intranet-based applications.
Batelco provides telecommunications and information services in Bahrain and the region. Years of operating as a monopoly had made Batelco slow, complacent, and unfriendly to the consumer, and the company was known for charging high rates. Anticipating a more competitive marketplace, Batelco approached Landor.
Prior to being acquired by BlackRock in 2009, Barclays Global Investors (BGI) was an industry leader in exchange-traded funds (ETFs)—its iShares® brand being the world’s most extensive family of ETFs, offering more than 320 funds globally. ETFs are index funds that track the performance of specific market indexes and are bought and sold like common stocks on securities exchanges. And even though BlackRock retired the BGI brand, iShares remains a global leader in the category.
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