#NewBrandMonday: 26 October

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

Kintsu Bath Collection by Brizo

Luxury faucet brand Brizo worked with Indianapolis-based independent agency Young & Laramore launched the ‘Counter/Balance’ campaign for the brand’s new line of Kintsu Bath Collection. To emphasises the concept of balance, Y&L focused on the equilibrium of the Japandi style, which merges Scandinavian influences with Japanese ones and its wabi-sabi aesthetics. In order to honour the design heritage from both countries, the campaign pays homage with Japanese kintsugi (golden joinery) in one vignette, a shishi-odoshi fountain in another and warm Scandinavian textures throughout. Each vignette also further reflects equilibrium, with one resting precariously on top of a curved surface,  triggering a domino effect as it turns on.

“The Kintsu collection brings together ideas that initially seem like contradictions. It finds perfection in natural imperfections and merges Japanese influences with Scandinavian ones. It’s a delicate balancing act. So our campaign is, too—literally. We wanted to capture the harmony that only exists when opposing forces push and pull on each other. Because that interplay of opposites is where you find beauty,” says Trevor Williams, principal and group creative director at Young & Laramore.

Livinguard

Global creative company Moving Brands helped new brand Livinguard, a hygiene technology brand, scientifically proven to destroy >99.9% of SARS-CoV-2 develop a social media presence ahead of their product launch. The team looked to create an authoritative brand voice, positioning Livinguard as industry experts and establishing confidence in their new range of facemasks. Through the social media strategy, the agency aimed at clearly explaining the technology behind the masks, with the scientific evidence backing it up and therefore commanding credibility amongst consumers.

“With strong content strategy for each social channel, thumb stopping content, regular updates and robust ORM we have been able to grow page followers, page engagement and even drive sales through social media,” says Ankita Sinha, digital marketing specialist at Moving Brands.

Mockingbird Raw Press

Brand design studio B&B studio created new brand Mockingbird Raw Press for entrepreneurial British start-up Life Health Foods UK. B&B was keen to transcend the ubiquitous positioning of ‘fruit and vegetables with benefits for a healthy lifestyle’ embodied by every competitor and reintroduce emotion into a now purely functional category. To do so the design studio introduced the codes of craft into the smoothie and juice category, borrowing from the worlds of spirits and cold brew coffee f or a more premium look and feel, and retell the cold-press story in an emotional rather than literaly way. The philosophy and brand name work hand in hand, inspired by the moral at the heart of the novel To Kill A Mockingbird – that it’s a sin to hurt something that does no harm. The logo, a playful bird icon protected within an embrace of natural leaves, is celebrated in the packaging beneath a simple curved logotype and raw press descriptor. The dominant monochrome palette of the label design signifies the brand’s more premium status and reinforces its craft positioning. Beyond packaging, the brand embodies a playful lifestyle that focuses on building a vibrant and creative community as well as advocating healthy living.

“It has been well over 20 years since Innocent set the bar high for smoothie and juice brands, and in recent years we’ve seen the whole category become increasingly conventional and conformist. Mockingbird was a fantastic opportunity to offer consumers something new and encourage them to reappraise a tired supermarket shelf,” says Lisa Desforges, strategy director at B&B studio.

Pausa

Portuguese cheese brand Limiano worked with design agency Lewis Moberly to launch its first brand of snack pots, Pausa. With only 6% of cheese on sale in Portugal being in on-the-go snacking, category, Limiano saw an opportunity in the market to create a range of cheese snacks with a healthy combination of dried fruits and nuts for young adults and health-conscious consumers. To create a new pillar within the existing Limiano brand, Lewis Moberly focused on the Pausa logo, a bespoke, hand-lettered mark that sits alongside bright ingredients photography. The result is a sense of lightness and modernity with strong taste appeal, with the clear pack structure ensuring honesty in the ingredients. The clear two-compartment thermo-formed container was designed to be ergonomic and easy to hold whilst on-the-go.

“We wanted to innovate the on-the-go cheese category with Pausa - all while ensuring that the new sub brand is still identifiably Limiano and resonates with the brand values. The brand design and packaging balances these tensions carefully - meeting practical needs whilst creating a design system that captures flavour and appeals to the ever-growing market of health-conscious snackers,” says Liliana Parreira, marketing manager at Limiano.

Stephen Lawrence Day Foundation

The Stephen Lawrence Day Foundation, a new organisation set up to support the legacy of Stephen Lawrence , the teenager murdered in a racially motivated attack, unveiled its launch brand identity designed by creative agency BMB. The new Foundation was set up against a backdrop of unprecedented racial reckoning to inspire a more equal inclusive society and to foster opportunities for marginalised young people. BMB created a new symbol for the Stephen Lawrence Day and an identity for the Foundation, centred around the equal sign, a universal symbol of inclusion and equality. Monochrome typography set against a vibrant orange represents the positive legacy of Stephen Lawrence and the hope of combating racial inequality.

“I want Stephen Lawrence Day to be a really important brand, commemorating the legacy of my son but also being a force for societal change,” says Baroness Doreen Lawrence, mother of Stephen and founder of the foundation.