Eloquence, the brand's voice
The true power of a brand lies in its own ability to stimulate human emotions through a set of communication assets created from its essence.
A brand must create and express a congruent message to a specific group of individuals using any contact point they have with it: packaging, interiors, traditional or digital channels, experiences, etc.
To give a clear voice to a brand, it is essential to start with a well-established research process that provides both general and specific information about the market, competitors, and the brand´s personality, enhancing its concept.
When we get to this point, the creative process becomes more accurate, we define the style, tone of voice, character, and brand personality. The visual lines that will be responsible for carrying the message begin to be drawn: strokes, colors, icons, visual schemes… branding.
To further detail this, I take as an example the development we did for Anonymous Eaters, a project created for a series of itinerant dining experiences.
The brand needed a strong dose of mysticism in its narrative, worthy of a mystery novel set in some dark alleys, where few (and anonymous) guests approach stealthily to a location until the unknown moment, where the “gastronomic ritual” takes place. Each illustration is unique and lives in essential materials for the experience: menus, coasters, tablecloths, and posters, among others.