Hippeas Branding

Organic snacks have become a hugely popular category in the food sector in recent years, so creating an ownable brand that stands out is essential for survival. So, when Livio Bisterzo, founder of Green Park Holdings, a food innovation company in the health and nutrition sector, developed a new product, he commissioned Jones Knowles Ritchie (JKR) to devise the brand personality.

Tosh Hall, JKR’s Global Executive Creative Director, notes, “He approached us with a new product technology for creating organic chickpea puffs and the idea of making snacking not only good for you and but also good for the earth. He had a concept, a name, and a desire to not just be another small food brand, but rather to have big impact and touch people across the globe.”

In other words, be a category disruptor, not a follower. The JKR team is quite adept at creating campaigns that resonate for clients like Budweiser, Kashi, Stella Artois, among others, so when evaluating this brand’s attributes, Hall and his team didn’t rely on existing competitive data for visual guidance. “When we start any project, we familiarize ourselves with the category, but don’t really look left or right to see what others are doing. We concentrated on what is unique and ownable to our brand,” he explains. Read the rest here.

 

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Hopscotch: A New Kind of Conference

Going to a design conference always brings anticipation and excitement, as I look forward to meeting and engaging with creative people, learning new ideas, and seeing great design. I was in desperate need of some inspiration, and Hopscotch Design in Raleigh, NC, was the perfect antidote. Raleigh is a thriving hub of design and cultural experiences. The number of locally owned restaurants and bars is impressive for a city of its size, and they’re all within walking distance of each other, so if you can’t get into one — which is typical, because of the delicious offerings — you can go a couple doors down and sneak a bar stool. It’s a fantastic backdrop for a design conference.

Hopscotch Design was conceived by Matthew Muñoz and Jonathan Opp from New Kind to merge with the annual Hopscotch Music Festival. Design inspiration by day, music by night. It doesn’t get any better. Now in its fourth year, they’ve managed to harness the best local talent and bring in folks from around the country who are doing incredible things in the design spectrum. There were six different venues within walking distance, so we weren’t stuck in an air-conditioned conference center the entire day. The weather was beautiful, so it was a welcoming way to explore Raleigh and get a little exercise between sessions. Read the rest of the post here.

 

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Thinking in Icons

Icons have become such a ubiquitous way of life for most of us, that we don’t often think about them. And the point is, we shouldn’t, unless they misguide us or leave us confused. In Felix Sockwell’s new book, Thinking in Icons, he walks readers through the process of designing icons and the subtle nuances that can make or break the design.

“Icons affect our daily lives, similar to typography. It’s something we don’t take much notice of until it’s wrong,” Sockwell says. “For instance, in Penn Station—a place where millions of commuters pass through—there’s an icon in the main hall that denotes ‘gift shops,’ showing a pipe, a gift (with ribbon), and a book. It makes no sense to most people. And no one sells pipes–you can’t even smoke outside in many New York City public spaces–but that icon has been there forever, and it probably always will be. I find strange pleasure pointing out odd things like this to people. It’s one of the reasons I’m no longer married.”

He’s also fascinated by the evolution of some icons, such as the “share” icon. “It started out clunky, within a box and with rounded edges. Now it’s a 3D arrow, and it’s quite effective,” he notes. “A lot of mistakes turn into good, useable icons. My book is an honest conversation about how icons are used, designed, conceived and understood. Designing icons isn’t a sexy or even known practice within the profession. Most designers take it upon themselves to either use an old system or tweak things to feel new or proprietary. I’m more interested in the bigger steps and mistakes that lead to workable solutions.”

And he shares it all in the book, admitting in the introduction, “Ninety percent of the work shown within these pages is completely fake—drawn up in the sidebars of actual assignments. Some of them are redrafted explorations, staged buffoonery cloaked in optimism.” Even so, you get a front row seat into the thought process, and the many considerations that go into a simple mark. To see two projects featured in the book, click here.

 

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