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Branding

Thinking

7 Ways The Packaging Game Has Changed

November 24, 2017

Co-authored by Sanjana Mathur, Ronita Mukerjee & Hiren Dedhia

It’s November, and those of us who have been glued to our desks all year long are already gearing up for December. Here at Landor (amidst frantic holiday planning) we felt this was a great opportunity to reflect on the year 2017 – and what a year it’s been!

We saw an explosion in FMCG and packaging projects, everything from alcohol to milk, from indulgent to healthy, from mass to premium. After spending the year soaking in consumer profiles, printing, prototyping and testing, three of us (from across client management, strategy, and design) wanted to pen down some of our learnings on what is going on in this space.

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Culture Work

Landor Mumbai welcomes the Global Team

June 15, 2017
Landor Global organized a storytelling event in Mumbai, for its senior management from the network. With the global team’s presence in our city, we took this opportunity to warmly welcome and closely interact with the team and our clients through an event that we hosted on 9th May 2017, at our Mumbai office.

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Thinking

How branding can help humanise our megacities

June 12, 2017

Along with the rise of megacities is the rise of equally mega developments. From East London to Guangzhou in China, huge faceless canyons of concrete and glass are springing up every year that dwarf what we are used to: a sense of human scale. City growth is of course, a prerequisite of urban development, something that’s been going on for thousands of years. We can’t stop it, but how do we adapt to it?

The answer is to break these architectural jungles down into something to which we can relate. There is growing demand for a more profound sense of territorialism to our urban environments—a new age of tribalism, if you like—and in order to meet that challenge we must create stronger and more distinctive regions, territories, places, districts, boroughs, and landmarks.

The rate of city growth today means that leaving it to organic progression, where it is driven largely by local citizens, is no longer realistic. A more robust, civic approach is required, with place branding principles at the heart.

Manageable segmentation

Place branding is of course nothing new. In fact, it’s an ancient art. The Old Quarter, Down Town, the High Street, the West End, the town square, the market place, Soho, Dumbo, NoMa: all are examples of how society breaks down the scale of a city into manageable, human entities by which we navigate our lives.

Developing these local brands can go far beyond simply giving them a new logo or slogan, although these can also be worthwhile. What really differentiates a place are the subtle urban details we notice as we walk along the streets: the benches, the street lamps, or the directional signage.

Over time, these tangible elements become synonymous with a place and help to differentiate it. Branding can play a crucial role here too and, if done right, the design can blend with and ultimately enhance the organic character of a city borough.

Melbourne and Vancouver are perfect examples of cities adopting a robust strategy to creating stronger identities, drawing millions of tourists and fostering a sense of local pride for citizens. Both often feature in lists of the world’s most liveable cities.

And despite its relatively small size, Barcelona is also capitalising on its growing brand strength, recently being named the world’s sixth most valuable city brand. Part of Barcelona’s strength is the vibrant and distinctive identities of its districts, from the old charm of Barri Gòtic (the Gothic Quarter) to the bohemian cool of Gracia.

Culture Thinking Work

Year In Review 2016

December 23, 2016

As we begin 2017, it is time to review, reflect and recharge for the year ahead.

2016 was a landmark year for Landor as we celebrated our 75th anniversary and the inspiring vision of our founder Walter Landor. Global celebrations were marked with outings and team bonding.

We saw the successful launch of key projects like Mother Dairy, SPJIMR, Teejay, Cuddle, Marathon, Cinnamon, Pick Me and Pockets by ICICI in the market.

Our team members put to use their experience and knowledge to author some thought leadership articles in the world of brands and branding. 

To be inspired by what’s going on in the world of branding and design at Landor and elsewhere, come join and participate in the conversation on our our blog, on Linkedin, on Instagram, on Facebook or on Twitter.

We look forward to delivering breakthrough strategic and creative work in 2017 for our clients.

We wish you and yours a wonderful new year. 

 

Work

Cuddle: Meet the friendly face of data

November 17, 2016

‘Analytics’ is a scary word. In a market crowded with intimidating solutions, Fractal Analytics created an artificial intelligence product (delivered through an app) that offers personalised marketing intelligence for brand managers. We were tasked with creating a brand that is as disruptive as the product itself.

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Thinking

Brand Experience

October 7, 2016

By Shradha Bhatia

Consumers expect brand experience to be great, and will post their verdict. Inspiring employees to deliver the brand promise is the key.

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