3 Branding Examples From Companies That Got It Right

Article written by Ellenor Betts, Senior Creative at BEING. 

Branding is one of the most important USPs your business has. From becoming recognisable in an ever-crowded market, to its intrinsic link with gaining loyal customers and building trust as a brand; it’s at the core of everything. 

It’s more than just a couple of colours and a logo. It’s the building blocks of your brands universe, it’s YOUR visual identity. 

So, when deciding to launch a brand or re-brand your business, the first question you should always ask is: 

“Who is our customer?” 

Yes, we’re aware it sounds like the most obvious (and albeit eye-rolling) question, but the best place to start is to profile your target buyer persona and find out:  

“What do they like to do? What kinds of products do they use? What colours do they wear? What’s their favourite type of music? And arguably most importantly, who do they aspire to be?”

These questions could very well be your ticket to skyrocketing growth. 

Here’s 3 statistics you need to know: 

1) 93% of consumers make purchasing decisions based on visuals alone (Source: InVerve Marketing)   

2) Businesses experience +23% increase in revenue through cohesive brand identities (Source: Energy And Matter) 

3) 55% of brand first impressions are visual (Source: US Chamber of Commerce) 

Surreal

Just take a look at Surreal, the challenger brand who are fast on their way to disrupting the cereal industry with their wacky and unserious branding.  

Their branding is punchy, loud with a blocky typeface and their own spin on bright primary colours. It feels cool and contemporary – but still super minimal. It includes one key typeface for their logo and headers in all communications, and a limited palette which is punchy and works harmoniously together.  

With playful messaging aimed at strategic customer profiles, they are without a doubt making healthy cereal fun with their on-brand funny graphics, brand photography, packaging design and social media presence. 

They don’t take themselves too seriously and their OOH ad campaigns prove this. They’re taking risks, creating meme-able content which connects with millennial and Gen-Z audiences, and all the while being strengthened by their brand identity.  

REFY

Then we have a brand like REFY. The so-called “it-girl” on the block… 

Quickly cementing themselves as an iconic brand, simplicity is at the heart of their branding; keeping the colour palette completely neutral, packaging sleek and the logo as simple as they come.  

Whilst in theory not much is groundbreaking, their visual identity speaks volumes. REFY appeals to a huge range of people, it taps into that “Pinterest-girlie” vibe seamlessly. With simple packing, it is perfectly designed to look at home amongst different aesthetics. It’s function, no fuss, and appeals to a wide range of customers. Their Instagram looks like a perfectly curated Pinterest board, the brand videography and photography is sleek and consistent, and the events connect and slot into the lifestyles of the community they have built with ease. 

The key to REFY’s success is how they hold their branding and visual identity through EVERYTHING they do, with a consistent on-brand aesthetic that is the running thread through it all.  

Fruity Booty

Finally, let’s look at Fruity Booty. 

Describing themselves as a ‘female-led project’, their messaging leads with a sense of purpose and is driven by an aesthetic, a mood, a feeling, made for people that want to buy into a lifestyle. 

The combination of script and serif typefaces with a bold passionate red brand colour and a whimsical logo symbol of 2 cherries, is simple yet bold. Using feminine associated symbols, along with their campaign imagery which looks like something you’d see on the walls of an art gallery, it transports you into their universe. You can just imagine the scene. Sipping negronis in Italy lying on a rock by the sea and looking effortlessly cool in a thrown-on sundress over bikini. Their visual identity is effortless. You know exactly who they are; “that girl”. 

Whether you’re the new it-girl beauty brand looking to become the new icon, or an off-beat cool new foodie brand, your branding needs to embody exactly who you are.  

Feeling inspired?  

Introducing BEING., our creative studio offering bespoke branding services, covering everything from launch to relaunch, through art direction, visual identity, content creation & social for brands at every stage in the journey. 

For more information on how we can take your brand to the next level, drop us a note at being@b-theagency.com