Project Overview
A beloved Australian icon, re-imagined. Defining the personality and visual language of the iconic Australian brand - Arnott's, making sense of a brand purpose and establishing a contemporary foundation for the future.
Project Commissioner
Project Creator
Team
Amber Bonney - Head of Strategy
Brian Rodrigo Llagas - Design Director
Mathew Symons, Natalie Tuke - Illustrators
Stephen Wren - Group Account Director
Liz Archer-Fisher - Senior Account Manager
Matt O'Connor - Senior Creative Artworker
Project Brief
The Edison Agency were engaged by Arnott’s to help define and bring to life an identity system that reflected their brand vision - “Nurture more moments of real connection”, establishing a clear vision and tonal position for the future.
Shaping an iconic Australian brand, whilst celebrating the Arnott’s origin story and the tenacity and warmth that underpins their purpose “to nurture more moments of real connection”.
Project Innovation/Need
A personality and visual language system defined within a printed and digital brand book designed to reflect the energy, emotion and spirit of the Arnott’s brand. This book is a celebration of an iconic Australian brand - the Arnott’s origin story and the tenacity and warmth that underpins their purpose “to nurture more moments of real connection”.
The bespoke hand-drawn illustrations capture the evocative emotional sentiment of a brand that has become an integral part of the fabric of Australian life for well over 100 years! This book is as much a cultural rally cry as it is a business tool - giving credence to the importance and commitment
of Arnott’s and its role in Australian culture for generations to come.
Design Challenge
• Unpacking the cultural and historical record of an iconic Australian brand to ensure the relevant historical truth wasn’t lost when looking to the future
• Evaluating the existing communications and expressions of the “Real Connections” platform across all touchpoints (communications and packaging) to ensure a cohesive design and brand voice system
• Defining a personality and tonality system that felt true to the heritage and values of a beloved brand, but with greater flex to embrace the true meaning behind “Real Connections” and setting up future success.
Effectiveness
Our personality system is designed to act as the foundation for all branding related decisions (sponsorship alignment, masterbrand comms etc) ongoing and acts as the Arnott's brand bible.
The new visual language system has been brought to life across animated foyer screens within Arnott's HQ, and acts as the lead imagery across all internal Arnott's collateral - bringing the Arnott's energy and vibrancy to life across all facets of the business.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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