Rebranding work for Langara College & Cocoa Camino recognized amongst the world's best
VANCOUVER, March 6, 2012 /CNW/ - Karacters Design Group's work for Langara College and Camino were both named one of the world's most effective rebrands in the eighth annual REBRAND 100® Global Awards. This is the second year in a row Karacters' work has been honoured with this special recognition for excellence in brand repositioning.
Langara College, a BC post-secondary institution, was going through an identity crisis. While it has had a good level of visibility among the local population, research revealed that it was unclear what the Langara brand stood for. Karacters set out to better define their key attributes and establish what makes this institution remarkable through a new logo and brand platform, which established Langara's reputation for quality education and their commitment to being a first rate college that prepares students academically. Karacters distilled the brand's essence down to a singular idea: "The College of Higher Learning." Referencing that higher learning stands for more than just textbooks and lectures, it also consists of formal education, social interaction, problem solving, and teamwork.
Demand had increased for organic and fair-trade products, but competition had also increased dramatically. La Siembra needed to differentiate itself and express its own unique story in a compelling manner. In addition, there was a need to update the packaging of the Camino chocolate bars so that consumers would understand why they were paying a premium price. Through Karacters' Brand Conviction process, the "Joyful Food Revolution" brand strategy, which asks consumers to think differently about their food was conceived. Inspired by the term Camino (Spanish for path), the custom-drawn map used on the packaging is filled with quirky named streets of joy. The illustrations also reflect the happy, vibrant and sustainable communities that Camino contributes to through its organic, fair trade and co-operative partnerships and practices. The creative platform developed allows for consistent application across a variety of packaging formats, helping Camino build strong recognition and shelf presence as it expands its product lines.
"REBRAND 100 is the most respected recognition for repositioned brands," says James Bateman, creative director, Karacters Design Group. "To have our work for Langara College and Camino be recognized amongst the world's best is a great achievement, and to have our work honoured two years in a row is a testament to Karacters' strength in rebranding."
The judging process consists of an international and multidisciplinary mix of industry experts considering "before" and "after" representations of brand transformations with written summaries and supporting elements that showcase integration of social media and mobile engagement.
A small consulting firm or brand has as much opportunity to be selected as do global organizations with greater budgets since the name and size of the brand strategists are hidden from jurors during the review process. Emphasis is on executed strategy that makes an emotional connection and meets the stated objectives and needs of the identified target audience and prospects.
The 2012 winners represented over 28 countries and 34 industries. They ranged from One Foundation to, Pfizer, National Music Centre of Canada, and Cisco. In addition to in-house teams, small agencies, and representatives of multinational corporations and non-profit organizations also competed and included Interbrand, SNK, Lippincott, Siegel+Gale, and Brandient.
About REBRAND™ and the REBRAND 100® Global Awards:
REBRAND™ is the world's leading resource for effective brand transformations. The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands. Featured in such media as The Wall Street Journal, CNN Money, Bloomberg Businessweek, various magazines and books, the annual competition has entry deadlines in late September. The full 2012 winners showcase is at www.rebrand.com.
About Karacters Design Group
Karacters Design Group is a division of DDB Canada providing integrated brand design. Karacters develops creative branding solutions across a variety of media, including brand identity, creative platforms and identity systems, retail and environmental graphics, packaging and corporate communications. Karacters has been globally recognized for its ability to deliver breakthrough creative solutions that are founded on insight and strategy. Select clients include Vancouver Convention Centre, Langara College, Skuna Bay Vancouver Island Craft Raised Salmon and BC Hydro.
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