If you’re an identity designer, the most critical function in the beginning of the project is research—getting to know your client’s brand inside and out, as well as the competition, and some of that involves what Sharon Werner, principal of Werner Design Werks in Minneapolis, Minn., calls “feet on the ground.” This is especially true when working on a start-up brand, like Mr. Mak’s Ginbao, a new wellness drink that is based on a traditional Chinese recipe made from natural ingredients.
Werner and her team spent the day in New York’s Chinatown with the Mak family, even enjoying a traditional Chinese lunch prepared by Mrs. Mak. “We walked the streets of New York and looked at brands they liked and disliked in the same category,” Werner explains. “When it’s a startup we want the identity and the brand to feel true to who they are, and the only way to do that is through an intensive immersion and getting to know them. We want to understand who they are compared to their competitors; what they’ll offer that others don’t; what their personal beliefs are and how those will translate to their business and product.”
A challenge with developing brand identities for start ups is determining what will work past the first year, which is sometimes hard for clients to envision. “We’re building for a future, which means we’re asking the ‘what if’ questions—What if you add more flavors? What if you add 100 employees? What if you sell the company?” she says. “We want to build an identity that can grow with them and is fluid enough to adapt if the ‘what if’ becomes ‘What do we do now?’” Read the rest of the story here.