Why Brand Personality matters in design.
Despite its relatively unknown status, brand personality is what gives a brand its character and originality. When we think of brand personality we usually focus on the messages that a brand can communicate through its identity and logo design, packaging, print and marketing collateral and digital media. If the visual side of your brand looks regimented and very corporate, you are likely to come across that way and may lose clients who feel intimidated by you.
On the other hand, if you come across too laid back, people may not take you and your brand seriously. With that in mind, it is very important to communicate the right messages to target the right audience.
Let’s take a look at a recent brand we designed for Tea Circus.
The images above are the visuals we created for two different Tea Circus products. They wanted a brand that communicated fun and quirkiness whilst also appearing reputable and interesting. The stylised illustration helps to communicate the ‘fun’ aspect of the brand whilst they also help the customer to understand the type of tea that is inside the box. The ‘strongman’ portrays the strong tea product, whilst the ‘firebreather’ tea helps to portray the chilli ingredient in that particular tea. The similar layouts help to bring consistency to the range which is extremely important when it comes to brand extensions.
Brand personality is very important if you want to reside in the consumers memory, so take a look at some packaging and brand styles next time you are out and about and see if you can see what they are trying to communicate.