The market for high quality extra virgin olive oil is very competitive but Robinvale Estate found a way to position themselves a bit differently with their product range. This family operated business found that the demand for quality oil lessened over the years and they needed to add value to their product range in some way.

The marketing manager decided on a fresh approach, create a variety of flavoured olive oils using fresh fruit and herbs. They diversified their production from just olives, into other varieties of fruit and vegetables. They also branched out into flavoured salad dressings with combinations like balsamic and oregano, lemon and verjuice.

By targeting and appealing to the domestic market, their sales are very strong. The graphic design used on the label also has a very fresh appeal and captures the lightness of the oil and the lemon and garlic flavouring. Sometimes strategic thinking can allow you to step away from your competitors and be known for something unique.

The packaging for this take away range of prepared dishes has been designed for the Spanish market in Barcelona. They’ve created a range of products with a creative concept behind the branding… a picnic theme! Unlike most take away packaging this brand is very distinctive and memorable as the design uses graphic elements from a picnic, like napkins and baskets. The texture of these materials are used as a design feature and a way to differentiate the contents of the packs.

The other graphic design device that  ‘delishop’ uses effectively and consistently for all their branding is the bar code lines above their logo. The consistency of design and layout ensures that these take away packs are easily recognised and stand out from their competition.

Adidas have got a sales strategy for the next five years based on brand success. The ceo of Adidas, Herbert Hainer said ‘Brand success means business success’. He realises the importance of consumer perceptions and wants to be seen as a brand leader with desirable products. Their focus to grow the business is based around using new media and interactivity.

Their market includes China, Russia, India, Latin America, UK, India and North America. Their core audience are the huge number of students in America. This will be their focus, to increase sales in their own territory. Herbert wants to ‘win over the hearts and minds of high school kids’ and his strategy is to engage with them through emotive branding. His ultimate goal for the future is to be the sporting product leader in the world.

Adidas creates stories through their marketing around renowned athletes and ordinary people, rising above their impossible challenges every day.  This theme is based around their slogan, ‘impossible is nothing’.

The printing industry is very competitive and are challenged to find a point of difference to promote their company. This letterpress printer in the UK wanted to showcase their specialty method of printing, of inking raised type and pressing into soft paper using vintage equipment. It was the common form of printing back in the mid 15th – 19th century.

Glasglow Press wanted to demonstrate to customers the potential of letterpress printing and its tactile qualities. The company’s strategy was to commission a graphic designer to develop a creative piece to showcase different techniques. The result is a beautiful pack of music-themed cards, using different types of paper and a range of printing techniques such as die cutting and metallic foil. The cards are packaged in concertina folded translucent paper. The graphic elements and packaging are simple and effectively designed to create a piece that the customer would keep and show others.

This promotional piece acts as an educational tool on letterpress printing but also raises the profile of their company brand. This piece showcases their creativity, attention to detail and skills.

This french cafe is named ‘La Corde à Linge’ (meaning the clothes line) as it’s located in the old wash houses in Strasbourg, France. The name sets the theme for the concept and strategy behind the interior design and also the graphic design of the menus and marketing collateral. The concept for the company is based on haberdashery, laundry and a clothes workshop with the use of related props to enhance the theme, such as spindles of cotton, clothing patterns, pegs and hangers.

The interior has been designed with an industrial feel, emulating a garment factory. There are also Art Deco influences in the design of the interior along with the branding, through the use of typefaces and graphic design elements from the 30’s. These are used for branding elements on the menu, website and signage. I could imagine this design strategy working very well for a cafe housed in an industrial space here in Melbourne. The combination of industrial, cool theme and art deco are all design concepts people seem to love, especially in the city areas.