#NewBrandMonday: 18 January

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

Borland

Indonesia-based independent branding agency Widarto Impact created a brand identity for new bakery shop brand, Borland. The name comes from the founder’s last name, Randy Borland, a choice made to strengthen the relationship between the brand and its customers and truly convey his mission of developing a simple, hand-made and luxurious bakery. The logo is written using a serif type font that has a strong character in every line and curve, giving off a strong energy to the logo as a whole, whether it is standing alone or is combined with other elements. The colour palette, which combines the central colour of turquoise green with gold, enhances the brand’s luxuriousness, adding an almost royal-like feel for it and attracting clients’ attention. The graphic design elements, found on the packaging, business cards and flyers, are inspired from the ingredients of the bread, and from the experience that the owner seeks to connect to the bakery, including spending time in the sun or having a cup of coffee.

Brew by Moo Brew

Tasmania’s largest independent craft brewery, Moo Brew, launched a new sub-brand, Brew by Moo Brew, which aims to champion easy-drinking sessions with the craftmanship and quality of Moo’s classic core range. The brand launches with Brew Tassie Lager as their first offering, which includes a crisp malt bill, subtle hop notes and low bitterness. The can’s electric blue colour allows for it to pop amongst the other products of the core range and achieve shelf s standout. The aim of the Tassie Lager product was for it to be ‘unfussy, modern and downright drinkable.’ The sub-brand operates under a simple mission: don’t overthink it, with Brew by Moo Brew developing a set of reliable and tasty beer in the hopes of becoming a first rate and affordable go-to for beer lovers, with more flavours to come in the near future.

“Having recently celebrated our 15th anniversary, Moo Brew remains deeply committed to our Tasmanian roots and long-running brewing traditions. But that doesn’t mean we can’t mix it up a little. The BREW by Moo Brew range is another chance for us to show drinkers what Moo Brew has to offer. And we’re only just getting started,” says general manager at Moo Brew, Lauren Sheppard

Defy

New UK-based wine brand Defy has made its first step in the ready-to-drink market, launching its first product, an organic Italian wine in a can ‘because cans are easy for people (and good for the planet).’ The idea behind Defy is to take something good, which everyone loves, like wine and making it a simple pleasure to enjoy, getting rid of all the pretensions and complexities; ‘We know people desire quality, but don’t need the snobbery or the exclusivity that come with wine,’ reads the brand’s website. The linear and chich design of the can reflects just this: it is straightforward, simple and authentic and can be taken everywhere, to allow people to drink good wine wherever they want. The name also informs customers of the brand’s purpose: defying the norm in the wine industry, where most glass bottles are intricate and grandiose, but also defying expectations, because many might not expect good quality wine in a RTD market. This is encapsulated in the strapline ‘Defy-not destroy,’ meaning that the brand values the quality of the product but no the conventions, the snobbery and elitism surrounding it.

Pure Flame Candles

Lithuania-based freelance brander Dominic Rios Sakalauskas designed a bold identity for Pure Flame Candles, a strong luxury candle brand that uses environmentally-friendly products, making it a prominent reference point in the niche market. The brand, which use natural rapeseed wax, a renewable resource of nature, has four lines: Adore, Du Vin, Deluxe and Naked. The goal for Sakaluaskas was to design a brand system with a modern yet minimalist style and with a twist of elegance and sophistication. This allowed for each candle to have certain unique characteristics, while all being bonded together under the same overarching brand. Considering the candles are a big part of the home décor, the packaging was central to the creation of the visual identity. Details of the visual identity, such as the logo per se which resembles the burning of a candle and further embossing, were used in the packaging to give it more distinction. The packaging also includes metallic embossing, gold foil,  and 3d UV-lacquer, which creates shelf standout while also reflecting the premium quality of the candles The colour palette of soft blues, pinks and yellows was created thinking the product was mostly for a female-centred market.

Mobilize EZ-1 Prototype

French car giant retailer Renault launched a new brand dedicated to mobility and energy services, Mobilize, a new pay-as-you-go, car sharing brand. Mobilize has unveiled its first EZ-1 Prototype, a purpose-designed vehicle for s hared urban mobility t hat targets customers who wish to adopt more sustainable forms of mobility. The brand promotes sustainable energy ecosystems, in line with Groupe Renault’s target of carbon neutrality and aim of developing value from the circular economy. Mobilize also seeks to reduce the gap between car usage and cost and improve residual value to prevent the value of new vehicles from falling by over 50% after 3 years.  The EZ-1 prototype is emblematic of the overall brand as it embodies its design vision of being a service at the heart of vehicle design. The vehicle comes with keyless access and interacts with users via their smartphone and its made for two people, having minimal footprint.

“Mobilize EZ-1 Prototype is a mobility device that will blend in with the city. Agile, dynamic and inclusive, it is emblematic of the new Mobilize brand. It accompanies users in their lifestyle change towards more efficient and responsible mobility,” says Mobilize design director Patrick Lecharpy.