Call us cynics, but these days we feel surrounded by ‘wallpaper’ design. Brands that are dressed-up with one aim: to look visually appealing. Yes, they can look brilliant, but often struggle to last.
When designing for aesthetics alone, it’s a common trap to rely too heavily on latest or emerging trends. Trends, of course, play an important role in our culture. Their influence can be far-reaching and very strong indeed.
Trends can endure for weeks, months or sometimes years – but, by definition, they have a lifespan. Brands designed solely on an aesthetic trend, can quickly find themselves looking out of date, as the trend is re-spirited in a way that can be difficult to predict – and way faster than most FMCG brands can afford to keep up with.
To build a meaningful, lasting bond with consumers, brands need a guiding idea to inform its visual world. More than just aesthetics – an ‘idea with bite’, that cuts through the visual noise, bringing difference and personality to life. Ideas with bite allow brands to capture attention and imagination, to start building a deeper, lasting connection – and open up conversations with the people in power.
Take Butter Bike for example; a one-woman peanut butter production line and two-wheeled delivery service, struggling to push beyond her local community. We overhauled the brand; starting from scratch with a new name and identity. Our idea with bite – pedal-powered peanuts – puts the origins of the brand at its heart. Distinct tyre tread patterns give individual life to each butter, and holds the brand together as a whole. This idea steered everything, and allowed a fundamental shift from local produce to premium brand with a difference; securing listings with Selfridges, Harvey Nichols and beyond.
Eco Union, the first decorating company ever to secure BCorp status, needed to launch with an identity that shook up the industry and signalled progress. Our idea – a call to arms, to march against the industry establishment – celebrated their position as insiders pushing for change. The no-nonsense campaign-style look & feel is symbolised by the eco-friendly brush held aloft, declaring the need for progress. Two years later, the brand was acquired by Lick, who continue to push the mission to even broader audiences.
And for established brands that are struggling to make impact? An idea with bite is just as important. In the 16 years working together, we’ve helped Sharp’s Brewery evolve from a category-typical, old-fashioned ale producer, to a modern & innovative Masterbrand brewery. The now-iconic Wave identity idea showcases the entire portfolio as a sea of waves on bar and shelf alike – representing the forward-thinking brewery and its pioneering Cornish coastal spirit.
From beauty to beer, small or big, start-up or old-timer; all brands need an idea with bite to guide them. At Buddy, we build brand devotion through ideas with bite.
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