Kent DNA
The Global Brand Manager wanted a set of brand guidelines that will take pride of place on a Brand Mangers desk. ‘I want to really catch their eye and give them something to show off with’.
Kent DNA
The Global Brand Manager wanted a set of brand guidelines that will take pride of place on a Brand Mangers desk. ‘I want to really catch their eye and give them something to show off with’.
I helped this organisation inspire it’s team of regional brand managers to up it’s game and create new and exciting products
Initial Kent DNA box concept worked up in 3D for client presentation.
Alternative early stage concept.
The Team
Production & 3D animation
Jordan Design
Photography
Mark Nash
The Channels
Print
3D Animation
Brief
Our task was to develop the new Kent brand identity and product philosophy with clear guidelines for end markets to develop their own original but consistent Kent communications. To ensure ‘buy-in’ the solution had to stand out from other brand guidelines. It had to take pride of place on a brand managers desk and have tactile qualities.
Solution
The Kent DNA was conceived, a whole new way of thinking about the process of growing a brand. This “conversation piece”, three tiered container expressed the design principles in its overall design, shape, colour and materials. To add a little theatre, It was delivered inside a totally transparent inflatable cushion inside a white cardboard box.
The DNA Box, unopened as it first arrived on a brand managers desk.
Opening the first lid reveals the brand guidelines book.
Opening the other layers reveals the print colour swatches and material samples.
The box opened showing print colour swatches.
The Kent DNA box.
The box opened showing material samples.
The box opened showing material samples.
Inspired by the Cappellini Progetti Compiuti curved chest of drawers.