Illustration is a great way to help tell a story around a brand. At a glance, the illustration creates a sense of personality and character. It is a very effective way of communicating especially for packaging design where shelf appeal and a point of difference is essential.

Firstly a brand consultant will determine the concept behind the product. What is the core message they want to convey. Illustration helps bring this message to life, develop the story and create emotive visuals that can engage in a way that is sometimes more effective than words or photography.

An illustrator can add a touch of quirkiness, cuteness or create a looseness or unstructured feel around a brand. A sense of fun has been captured on the packaging for Asda’s milkshakes with illustrations in the shape of a strawberry and chocolate but with the personality of a cow.

Prince Charles has used his royal position to his advantage and established his own homewares brand. Of course, in line with his status, the brand represents luxury and sits along other high profile companies such as Tiffanys, Wedgwoods and Waterfords. The delicate collection of china, crystal and silver, called Traditional Arts, has been designed by graduates and young designers.

The brand’s point of difference is in the decorative design style of the products which is inspired by old manuscripts, motifs and myths. The brand is committed to restoring the tradition of arts and crafts. Also unlike other brands in their market, they take custom orders.

Prince Charles is among a whole line of celebrities who are starting their own brands in the homewares market.

Celebrities are establishing their own brands, especially in the homewares market. They initially have the recognition through what they do but then they develop their personal brand around who they are and what they represent. They become a powerful marketing tool endorsing all sorts of products. Customers trust a high profile person when it comes to buying homewares, especially if the brand is already linked to their profession.

It’s very easy for someone like Jamie Durie, who we have grown to trust as a television host and producer of his landscaping shows, to create his own successful line of merchandised product called PATIO. He’s got our backyard covered not only through landscaping and design but now also with a new outdoor lifestyle range.

Alex Perry, has made his first step into a design medium beyond clothing. He’s just unveiled a rug collection which is a perfect match in his branding evolution as he represents style and design.

Gordon Ramsay, Nigella Lawson, Jamie Oliver and a swag of other celebrity chefs have branded cookware. This has been driven by the massive popularity of the cooking shows on TV, like MasterChef.

These new celebrity brands that are entering the homewares market are just a natural extension of what they already do.

Lonely Planet have really made use of new media to grow their brand and stay connected with their customers.

Their website attracts an amazing 5 million-plus unique hits a month and more than 24,000 followers on Twitter. They have also created 400,000 travel related iphone applications and 600 travel guides as e-readers. Lonely Planet are savvy about connecting with groups, initiating conversations and working with third party bloggers. Their brand is all about generating ideas both internally and externally, adapting to the market and delivering a constant stream of new products across all platforms.

There is a perception in the market place that Lonely Planet is for the very adventurous traveller. To change this perception, they have added lots of tips on their website, as well as family outings and non adventurous activities to appeal to the holiday traveller rather than the rugged back packer.

Lonely Planet have developed a strong brand over the past 36 years and built trust and lasting relationships with their customers. They know their potential consumers and how to communicate with them. These people are not categorised by age or type but rather by their open, curious mind and sense of engagement in the world.

Lonely Planet are quickly adapting to new media and continuing to build their brand through different mediums.