British pickle king Branston is fast approaching a 100 years on the shelf. ‘Bring out the Branston’ is an iconic line that still rings in the ears of many consumers. When The Big Kerbang were asked to design a range of sauces to honour this great heritage we took the unusual step of incorporating the line in the pack design and reinforcing it with adapted vintage photography.
We were briefed to create packs that would be used in food service so they were designed to create impact on the table.
It’s a great example of how you can weave old brand heritage and stories into a product extension that still looks relevant and fresh.
Lorna Kimberley, Head of Marketing, Mizkan, commented
“The Branston brand enjoys a rich heritage, dating all the way back to 1922 – so 96 years of specialising in condiments. With a design full of personality we can’t wait to get them on the tables.”
We’re a London based creative branding consultancy that works with some of the world’s biggest brands as well as the newest start-ups. We’ve been using story based techniques to position, create, and develop brands for over 20 years. We have combined our experience in classic brand positioning with learnings from traditional storytelling, Hollywood scriptwriting and the latest neuroscience research.
Our focus on a story-based approach had developed over many years. We had always viewed brands as soap operas, an approach that finally bore fruit while working on a project for The Coca-Cola Company. We were establishing a positioning for Minute Maid Orange Juice (world’s largest Juice brand); the positioning was focused on positive optimism and we created a guidebook for global agencies that followed the ‘nine facets of happiness’ in a storybook format. This positioning was later adopted for The Coca-Cola Company’s main brand and the rest is history. Open Happiness. Cue our development of a brand story system.
A Brand Story is the big idea behind all ‘big ideas’. A brand story has archetypal values that stand the test of time. While an idea in execution may tap current fashions or trends a good brand story is timeless.
To us ROI is not Return on Investment...It is Return on Inspiration
A brand story is the hardest working bit of marketing you could ever commission... A core brand story should drive all design, advertising, innovation, PR, content for social media platforms…for years to come.
These days it seems everyone is talking about stories. But branding always has been, and always will be about storytelling. Even back to the days when a brand may have been just a mark on a burlap sack, the brand will still have lived and succeeded on the stories that circulated amongst its buyers. The first brand advertising simply seeded stories.
Every brand has a purpose. And every brand can have a ‘cause’ that goes beyond its everyday business.
We helped The Coca-Cola Company identify the greater issue of Happiness and linked Hovis to the ‘Secret of Growth’.
We work with brands to discover how their brand history can be the inspiration for their future facing brand story. We help discover the issues that can be used to stimulate debate and create bigger conversations.
Some of our tools...
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