A glass of brand 🍊
Aperol earns the Campari brand 746 million euros a year.
This iconic color is pure psychology. Warm, bright and hard core recognition. It evokes a feeling in us:
A glass, sun on your face, laughter in the background - the brain doesn't store a drink, but a momentary image.
And if something is so photogenic that it happens on social media by itself because people want to share it - then you've won as a brand. Here you can really see that smart branding and visual identity = 💰💰💰.
Aperol has long been more than just a drink.
Many say "Let's have an Aperol", although they simply mean any orange spritz.
This is brand power at generic level
A generic term arises when a brand becomes so dominant that its name becomes the designation for the entire product category - like Tempo, Tesa or Aperol.
BoredBrands Memorie ❤️🔥 We designed the non-alcoholic ready-to-drink Ruby Spritz for LAORI.
Here, too, the orange was a must - because the eye has learned that orange means spritz!
🔥 Your inspiration for the start of the week
What is the one element that is always recognizable in your work?
Tip: It doesn't have to be a color. Also look at patterns, fonts and shapes.
The next Branding Original drops on Thursday - with fresh inspiration & in-depth topics. If you have any questions: Just write me an email or on LinkedIn ❤️ And if you think someone might like this - go share it! 💌 Yours, Chantalle
