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’. 

Joshua G2 logo
Kent DNA box opened
Kent DNA box opened

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’. 

Joshua G2 logo
Kent DNA box closed

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.​

Kent DNA box closed with fastener

The DNA Box, unopened as it first arrived on a brand managers desk.

Kent DNA box first tier

Opening the first lid reveals the brand guidelines book.

Kent DNA box

Opening the other layers reveals the print colour swatches and material samples.

Kent DNA box and material samples

The box opened showing print colour swatches.

Kent DNA box closed

The Kent DNA box.

Kent DNA box and material samples

The box opened showing material samples.

Kent DNA box and material samples

The box opened showing material samples.

Cappellini Progetti Compuiuti drawers

Inspired by the Cappellini Progetti Compiuti curved chest of drawers.

It proved to be a winner, we soon saw examples of end market activity inspired by these guidelines. In some cases, copying the box itself