South Beach Diet
2008 ReBrand 100 Winners > notable
Industry: Miscellaneous - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - South Beach Diet® (SBD) was conceived through the success of the book, The South Beach Diet by Dr. Arthur Agatston. The company grew in different directions including packaged food, online diet support, newsletter, recipe books, etc. Challenge - Rapid development of products and services without a standardized integrated system in place led to various visual treatments of the brand by different agencies. To support SBD brand objectives, it was essential to create a unified visual language and brand identity that encompassed all SBD products and services. Strategy/Result - An audit was conducted of SBD products, services, branding, corporate communications, packaging and promotions, against comparable visual materials of their primary competitors. Also considered, was how future growth, company transitions and different channels of communication may affect SBD’s visual language and brand identity. Findings were filtered to form the SBD brand. The proprietary visual language was then applied across all channels of communication to create a consistent brand identity. The project’s result was brand strategy guidance and the comprehensive style guides. The style guides distributed to SBD partners gave implementation tools while engaging the brand integration process. Ultimately, this supported SBD’s goal of becoming an omnipresent “love” brand. Credits: Client: South Beach Diet - www.southbeachdiet.com Brand Strategist/Designer: O&J Design, Inc. - www.oandjdesign.com Creative Directors: Barbara S. Olejniczak, Andrej J. Olejniczak Designers: Joanna J. Seitz, Jan Sabach [back] |
