#NewBrandMonday: 14 September

Here are this week's selection of newly launched brands from around the world. For more from #NewBrandMonday, follow @Transformsays on Twitter.

Aspire

Shanghai-based design firm JWDK developed a new brand strategy, naming and visual identity for Aspire, a mixed-use development project next to Shanghai’s international airport. The design of the brand gives a boost to the newly regenerated area of the city, which originally contained logistical warehouses and airport facilities. Now, Aspire seeks to attract innovation and creative firms, in addition to a different range of food and beverage venues for residents and business travellers. Aspire’s brand personality reflects just this innovation, both through its strapline ‘Aspire to pioneer,’ and through its sleek, modern and bold visual identity, which attracts the attention of passer-by’s who can’t help but notice the bright yellow logo created with the letter ‘A.’

Just Magical Marshmallows

American multinational food company General Mills worked with UK-based creative agency LOVE to release Just Magical Marshmallows, the first marshmallow-only pack for sale by iconic cereal brand Lucky Charms. Lucky Charms sought to bring the magic of the marshmallows to life on-pack, positioning the product as a snack that would appeal to a wide range of consumers from hyperbeats to families. LOVE worked on creating a new pack that felt different from the usual cereal box experience but retained a design that was in line with the overarching brand identity. It was also essential that the new limited-edition pouches felt special and desirable but could still be sold at an RRP of under $5 so as not to alienate supermarket shoppers. LOVE took the famous ‘charm’ asset and created an abundance of marshmallow charms, redesigning them as flat illustrations in a soft matte finish so to be displayed in an iconic graphic way which would create shelf standout. The premium package, a shiny metalized foil pouch with a myriad of colourful charm illustrations, emphasises the idea of limited-edition being a special treat.

Keys for key workers

Global design-led creative agency Jones Knowles Ritchie worked with holiday letting company Travel Chapter to create the Keys for Key Workers initiative, designed to say thank you to key workers by giving away free stays at homes across the UK. Building on the momentum of movements like ‘clap for carers,’ the project calls on members of the public to nominate UK’s nurses, teachers, and other key workers deserving of a holiday. The social media campaign aims to inspire individuals to nominate the key workers in their life, who can receive a free stay.

“In partnership with The School of Communication Arts 2.0, we were able to create a campaign that illustrates the vibrant joy and respite we hope winners will feel on their well-deserved breaks. To reflect the moment, the campaign graphics are a heartfelt homage to the thousands of hand-made posters displayed in windows all over the country during the pandemic in support of key workers,” says Ivan Mato, creative director at JKR.

Travel Chapter and JKR are hopeful that even more travel brands and businesses will join forces in donating time at holiday homes to keep the goodwill going for as many key workers as possible.