We create, evolve and restore iconic brands.
Identica is a brand design agency, 25 years young, based in London & working globally. We are a multi-disciplinary, award winning team of strategists, creatives & production experts, all here to turn our clients biggest brand ambitions into reality. Our core disciplines include: brand identity, pack design, branded environment retail communications, naming, and brand activation.
To capture the spirit of a Great British classic brand and articulate its character, reconnecting with existing fans and appealing to a new generation.
We started by getting under the skin of what it is that makes Spitfire such a successful brand in the first place – namely a brilliant product and an image that is gutsy and dynamic. The ambition we shared with the Shepherd Neame board was to reinvigorate the spirit behind the brand, celebrating the camaraderie and loyalty we each encounter in our everyday lives.
The Spitfire is probably the most iconic plane in the world and its name still evokes a sense of speed, power and heroism. We wanted to capture this energy and movement and hardwire it into the brand. So we chose to depict the plane twisting in a subtle turn, cutting through the centre of the lettering, which is distorted by its slipstream.
A sweeping blue background further adds to a sense of movement and dynamism. The identity was taken across all the products in the Spitfire stable, including reinventing the Golden Ale and Lager.
In research across all age groups and demographics consumers preferred the new design and indicated a much greater propensity to buy Spitfire in the future.
Identica were challenged to reinvent Berkeley Square, to elevate it from a premium gin to be the only credible choice of gin in any repertoire of luxury spirits.
Berkeley Square is inspired by the exquisite world of Mayfair where only the best will do. It is considered the best tasting gin in the world, but the brand around it, including the previous packaging did not live up to the brand promise of never settling for less.
We created a decanter bottle reminiscent of the strong architecture of Berkeley Square itself. We have a name plaque, rather than a label, like on the facade of the buildings. Our lion’s head is based on the exact style seen on the doors of the Square, a symbol that this extraordinary world is in reach if you dare to knock. The reeded panels on the sides are a reminder of the cast iron railings found in the Square. The metal decanter stopper has been perfectly designed to always sit facing forwards, representative of our determination to never settle for less than perfect.
Our glorifier is a frame to adorn and protect the bottle. It is a doorway into Berkeley Square, ensuring that the bottle has its own clear space to stand in, creating a physical, as well as symbolic, distance between Berkeley Square and the competition. The lining is a cool shade of sandstone and along with the brick embossing on the sides it adheres to the architectural tone of BerkeleySquare.
Shane Hoyne, Chief Marketing Officer at Quintessential Brands comments, “The words Berkeley Square are evocative of a certain sense of style, quality and refinement and it is these qualities that Berkeley Square Gin embodies perfectly. The quality of the gin has always been exceptional but now we have a bottle design that really matches up to the liquid and lives up to the brand name. With its evident aesthetic appeal coupled with its refined, smooth taste, we’re confident that Berkeley Square Gin is going to be the must-have gin brand for discerning spirits drinkers, connoisseurs and style icons around the world this year.”
Kenwood is a leader in food preparation in Europe, in part thanks to the legendary Kenwood CHEF, which has been at the heart of the kitchen for generations. However, the conversation around food is continuously changing, and today the kitchen is a place as much for self-expression and creativity as it is about preparing and cooking food.
So, Kenwood felt it was time to change, and to remind consumers worldwide that it shares their deep passion for creativity in food and in cooking.
To signal this change, Kenwood decided to appoint Identica to help them re-invigorate the brand behind its new brand purpose, "Feed Your Imagination" – whilst leveraging Kenwood's recognised superior build quality, design ingenuity, and its British design and engineering heritage.
Our creative solution for the brand identity was to take the K symbol from the Kenwood logo and turn this into a distinctive and impactful curator of content, and for this to become the voice of the brand and a showcase of its new vision and love of food.
A key aspect of the new brand identity is to make it more visually expressive, building a bank of assets which capture the joy that Kenwood users find expressing their creativity both in food preparation and in producing a variety of delicious finished dishes.
We worked across all brand touchpoints including packaging, retail displays, merchandising, online, office interiors and business stationery, and played a pivotal role amongst Kenwood’s in-house product and graphic design teams, the broader marketing team, international directors and a team of collaborating agencies working on this exciting global project.
Director of Trade Marketing and Comms in Kenwood’s global team, Jane Perry said: ‘our project with Identica was a great example of how a collaborative partnership should operate, with a solid strategic mindset, savvy stakeholder engagement, and a refreshingly pragmatic process. The result is an inspiration!’
/* Style Definitions */
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-bidi-font-family:"Times New Roman";
Ann Summers has long been seen as the sex & intimacy experts, as an organisation unafraid to fight for what they believed in, and one determined to empower women.
Ann Summers recognised that, despite their high profile, there existed a wide audience of women whose sexual wellbeing needs were unrecognised and unmet - for example cancer survivors, women experiencing and past the menopause, women who had suffered sexual trauma, and single women.
Inspired and guided by the many conversations we had with women and healthcare professionals, we created the My Viv brand to carry a range of sexual wellness products, beautifully presented in non-threatening and unashamedly indulgent packaging.
My Viv directly communicates that every woman is ‘very' important and that their sexual wellbeing is ‘very' important too - leading us to the brand name itself - ‘My Very Important Vagina' shortened to ‘MyViv'. The transformative promise of MyViv was neatly summed up with the line ‘sex - life - changing.’
What we did:
Brand strategy, Brand design. Packaging design, Structural design, Production, Brand guidelines, Brand communications.