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A Case Study on Design Semiotics – Creating a New Brand Language For an Established Brand

A 100 year old corporate brand needed to reinvent itself for the new millennium and the new generation of consumers.  It had a specific brand promise and a new logo as carriers of the revamped brand.  The challenge was to “own” the new brand promise in consumers’ minds with new symbolic codes and signifiers embedded into the company’s products, packaging and communication material.  Advertising campaigns alone, however impactful and high decibel, would only do half the job.  Everything communicates the brand, particularly products and packaging.

A cultural semiotics study was first carried out for a key target segment followed by a design semiotics study.  Both studies taken together helped define the central design platform and guidelines for the internal creative teams to work with.