Design

Archetype

Archetype is a universal brand matrix. Archetypes are universal ways of organizing human experience, repeating imprints of subjective reactions.

The main archetypes

The main archetypes are formed by: belonging and pleasure, independence and fulfillment, risk and mastery.

There are 12 archetypes:

Caregiver/Orphan/Warrior/Innocent/Creator/Lover/
Destroyer/Seeker/Ruler/Jester/Wizard/Sage

Philosophical Underpinnings

Based on the work of Jung, Carol Pearson created a matrix of twelve
archetypes that position the unconscious in an image.

Studying Pearson’s archetypes allows you to:
• Better understand the brand’s journey
• Increase communication between the “conscious” and “unconscious”of the consumer
• Give the brand more meaning and self-sufficiency
• Inspire and motivate
• Deal effectively with “difficult” people
• Have greater flexibility in choice
• Be more effective (efficient) in understanding the brand’s strategy
• Create a balanced organizational culture
• Create a brand personality that matches the values and voice of the brand
• Create loyalty from consumers

Archetypes are the link between the inner "child" and the inner "parent". Together, these archetypes form a cycle, a "society", which allows the individual to express himself in a given situation. When these archetypes are awakened in an organization, the brand is ready to make a statement.

Legacy

A brand is a vision and a strategy for positioning functional characteristics, meaning and values. It is necessary to identify and effectively use these elements of the brand essence, for this it is necessary to be fluent in the visual and verbal language of archetypes. The creators of outstanding brands intuitively came to understand this paradox. Significant brands understand that their popularity is not only quality or success, but also, creation, a constant outflow to the “memories of the old” – a unique and convincing unconscious meaning.

Branded House

The main brand is the main dominant figure of the offer, the starting point. Conceptually, it usually occupies a leading position.

Subbrand – modifies the associations of the main brand in the context of the market of a specific product.

Endorsement brand – serves to ensure trust in the brand and to introduce innovations and new advantages into the strategy.

In most cases, the role is to represent the strategy, people, resources, values and traditions.

Branding House

Key characteristics of a Branded House include:
Unified Branding: All products or services under the master brand share a consistent brand name and visual identity.
Easier Brand Recognition: Consumers are more likely to recognize and trust sub-brands due to their association with the established master brand.
Cross-Promotion: Successful offerings can help enhance the visibility and credibility of other products under the same brand umbrella.
Resource Efficiency: Marketing efforts can be streamlined, as the master brand can allocate resources to
Copy
Regenerate

Sub-brands

Sub-brands are individual products, services, or groups of offerings that fall under a larger parent brand or master brand umbrella. Each sub-brand has its own unique identity, voice, and positioning, while still being aligned with the overall values and attributes of the parent brand.

Key aspects of sub-brands include:
Distinct Positioning: Sub-brands target specific customer segments or niches, allowing for tailored marketing strategies that resonate with particular audiences.
Flexibility: They can adapt their messaging and design without altering the overarching identity of the parent brand, enabling them to respond to market demands effectively.

This value can influence consumer behavior, allowing companies to charge premium prices and fostering customer loyalty.

Brand Endorser

A brand endorser is an individual, often a celebrity, influencer, or public figure, who promotes and advocates for a company’s product or service.

Their role is to use their image, reputation, or credibility to increase brand visibility, build trust, and ultimately drive sales. Brand endorsers are chosen based on their alignment with the brand’s values, target audience, and marketing goals.

Benefits of Using a Brand Endorser:

• Enhanced Credibility: Association with a trusted individual can increase consumer confidence.
• Broader Reach: Endorsers can introduce the brand to their fan base or followers.
• Stronger Brand Recall: A familiar face makes campaigns more memorable.
• Cultural Relevance: Endorsers often reflect current trends and resonate with specific demographics.

Neoplasticism

Neoplasticism, also known as De Stijl (“The Style” in Dutch), is an artistic movement that emerged in the early 20th century, primarily in the Netherlands. It was founded by artists and architects such as Piet Mondrian and Theo van Doesburg. Here are the key characteristics and concepts of Neoplasticism:

Core Principles

Abstraction:
Neoplasticism emphasized pure abstraction, moving away from representational forms to express ideas through geometric forms and primary colors.
Balance:
The movement sought harmony and balance, using a grid structure to organize space and achieve visual equilibrium.
Color and Form:
It focused on the use of primary colors (red, blue, yellow) alongside black, white, and gray.
The use of straight lines and rectangular forms was essential, avoiding curves and non-geometric shapes.

Philosophical Underpinnings

Neoplasticism was grounded in a philosophy of universalism and idealism, aiming to express a new aesthetic that reflected the modern world.
It sought to create a new visual language that could transcend individual experience and cultural differences.
Influence on Architecture and Design:

The principles of Neoplasticism influenced not only painting but also architecture, interior design, and other disciplines, leading to the development of modernist architecture.
Notable examples include the Rietveld Schröder House designed by Gerrit Rietveld, which embodies De Stijl ideals through its spatial organization and use of color.

The movement's philosophy aimed to convey universal ideals beyond personal or cultural constraints. It can serve as a metaphor for the search for common ground in diverse perspectives, emphasizing a collective human experience.

Legacy

Neoplasticism has had a lasting impact on various modern art movements, including Abstract Expressionism and Minimalism.
Its emphasis on geometric abstraction continues to influence contemporary art and design.
Neoplasticism is significant not only for its aesthetic contributions but also for its philosophical approach to art as a means of expressing deeper universal truths.

Branding

Brand

Brand is a tool for increasing profitability and recognition of the company. It is for this purpose that the concept of brand was introduced. When creating a brand, special attention should be paid to the relationship between business strategy and strategy brand, because it is the basis of its activities company and its success

Тhere are two different approaches. One of them is oriented on the buyer, the other is based on money
streams. A brand that does not createno additional threads, has low cost, regardless of its image and public awareness of it.

Branders can get excited about recognition and forget about brand equity—production, service, people, innovation, pricing and advertising, each of which is part of the brand building and associations that linger long in consumers’ memories.

Value of Brand

In the 1980s, the understanding of the brand changed.
The strength of a company like Heineken lies not only in its knowledge of brewing secrets; but that people all over the world want drink Heineken. The same can be said about IBM, Apple, McDonald’s, Audi or Dior.

In July 1990, the man who acquired the companyAdidas, said: “After Coca-Cola and Marlboro, Adidas is
the most famous brand in the world.”

Nestle bought Rowntree for nearly three times its stock market value and 20 times its earnings.

However, what served as the rationale for сuch prices were invisible and not recorded on the companies’ balance sheets. The purpose of these incredible transactions was intangible and was not recorded anywhere: the transactions were aimed at acquiring brands.

Brand Equity

Official Marketing Magazine
Science defines brand equity as follows: “This is a set of associations and behavior of some consumers brand, members of distribution channels and head office corporations that the brand causes that allows you to receive large sales volumes or greater profits thanwould have been possible without use of the brand name” (Leuthesser, 1988).

A brand exists only when it creates income.And it follows from this that a brand that does not provide an opportunity build a profitable business, does not have of the slightest value. In short, it’s time
connect the brand with economic formulas. Brand is a concept supported economic calculations of profit. without financial result, can we talk about capital brand? Let’s analyze it.

brand is a tool for business.

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Brand Assets | Brand Strength | Brand Value

Brand value is nothing more than a long-term perspectiveto the future. The objectives of financial brand assessment arein measuring its value. In order tohave value, the brand must create additionalcost (Economic Value Added – EVA),
and part of it must be attributed to the brand itself, and not to other intangible assets ( such as patents, know-how or databases). And this is independs a lot on what the business model isdesigned for business.

Jean-Noel Kapferer

FFCOFFEE

Transcending expectations. Shaping unprecedented branding.

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of coffee Elevate your palate!

Services

Art Direction, Branding, Design, User Research

Client

Funny Fusion Coffee

Year

2022

Website

Challenge

Our client needed a logo design and brand concept to better reflect their evolving business values .

The structure of our approach is based on the client’s purpose and positioning of their product. Coffee capsules with mushroom extract can be identified by their logo design.

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Analyze the competitive landscape to understand other digital creators, branding agencies, and website development firms. Identify opportunities and challenges in the market.

Free Hanging Banner on Wall Mockup PSD-Recovered

Next project

Babani Bakery

A new chapter in Bakery Art

Services

Art Direction, Branding, Concept, Design, Logo, Performance, Website

Client

Babani Bakery

Year

2022

Website

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of bakery.

Challenge

Babani Bakery is an Armenian company specializing in cookies, cakes, and low-calorie desserts.

In our bustling bakery, we rely on a meticulously curated selection of state-of-the-art equipment to bring our delectable creations to life. Each piece is chosen with precision, ensuring it meets the highest standards of quality, efficiency, and precision.

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Beyond words, we embarked on a creative journey, crafting a fresh visual identity that truly showcases their unique essence.

Design

Archetype

Archetype

The main archetypes

Philosophical Underpinnings

Legacy

Branded House

Branded House

Branding House

Sub-brands

Brand Endorser

Neoplasticism

Neoplasticism

Core Principles

Philosophical Underpinnings

Legacy

Branding

Brand

Value of Brand

Brand Equity

Brand Assets | Brand Strength | Brand Value

FFCOFFEE

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of coffee Elevate your palate!

Services

Client

Year

Website

Challenge

Our client needed a logo design and brand concept to better reflect their evolving business values .

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Next project

Babani Bakery

Services

Client

Year

Website

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of bakery.

Challenge

Babani Bakery is an Armenian company specializing in cookies, cakes, and low-calorie desserts.

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Next project

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