Media & Publications

Protecting the “je ne sais quoi” of brand identity

Our special relationship with the brands we love often inspires instant recognition based on minimal cues. Unique colour combinations are frequently used by people to recognize their favourite brands, which can even take precedence over relying on the printed brand name. Think of Coca Cola™, Ferrero Rocher™, Tide Detergent™. You could rush by products like these in the grocery store, without reading the words on the packages, and still catch their familiar look out of the corner of your eye. Readers may recall the multi-scene billboard campaign run by a famous soup company, incorporating its red and white colours into various symbols of warmth, like gloves and blankets and fireplaces, to evoke memories of the comforting childhood experience of hot soup on a cold day. Distinctive packaging reinforces the meaningful connections between consumers and the brands they love. Unique colour combinations reinforce this magical “je ne sais quoi” of brand relationships.

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