Курс «Как создать бренд». Урок 15: пример дизайна бренда

Overview

Speaker: Alina Rakitina (brand technologist) — presentation on how to decide whether to redesign an existing brand, illustrated by a brand-design case: Honey, a social candle project where people with disabilities produced natural beeswax candles.

Core message

Design must reflect the brand’s essence and social mission: start with the essence, then give it form. When design and internal purpose match, commercial results follow.

Case summary (Honey)

• Repositioned the product from handmade fairs to mass retail.
• Created a new name and storytelling.
• Expanded the product range (multiple sizes and a gift set).
• Introduced color coding and character-led formats.
• Improved packaging and materials; doubled the product price.
• Helped the client open production and move toward larger retail opportunities.

Artistic techniques, concepts and creative processes

• Essence-before-form approach Define the brand’s philosophy and meaning first, then design the outward expression.

• Storytelling / narrative branding Built a narrative where four characters (each with a candle format and color) meet and “make the world brighter.”

• Character-based product segmentation Assigned formats, colors, and roles to characters to make the range coherent and emotionally engaging.

• Product-range matrix Structured SKUs (big/small candles, gift set) to increase average order value and fit retail needs.

• Color system Introduced consistent color coding across products and characters.

• Materiality and tactility Chose papers, finishes and substrates that speak to the target audience’s sensitivities.

• Ergonomics and form-factor design Considered usability (handling, lids, durability), especially important for FMCG and cosmetics.

• Print-production techniques and finishing Used embossing, varnish/spot varnish and emphasized compatibility with printers and equipment.

• Brand governance Created guidelines (brand book) that define constants and allowable flexibility.

Practical steps, materials and advice

Research and positioning

• Study market changes and audience needs.
• Align name and design with the project’s mission (e.g., reflect social purpose).

Brand idea and storytelling

• Define the brand’s essence first.
• Develop a narrative and characters tied to product formats and colors.

Product & packaging strategy

• Build a product-range matrix (multiple sizes, gift sets) to raise average order value.
• Consider ergonomics: how packaging will be used, opened, stored and transported.
• Test form factors for function and durability (especially jars/lids for cosmetics).

Materials and tactile choices

• Select paper, finishes and tactile elements deliberately for memorability and audience sensitivity.
• Use natural materials when the product concept requires them (e.g., natural beeswax sheets).

Print and production QA

• Know printing methods: digital for small runs (≈≤1,000), offset for larger runs.
• Request printer technical requirements up front.
• Do a color proof (press proof) before the full run — have a designer approve it.
• Verify special finishes (emboss, varnish) are compatible with the chosen print house; expect variability between vendors.

Brand management

• Produce a guideline or brand book describing meanings, visual constants and permitted flexibility.

General advice

• Don’t overengineer initial launches — prioritize consumer convenience and test early.
• Treat material and printing choices seriously for FMCG/B2C and B2B where memorability matters.

Notable outcomes from the case

• Retargeted to a female audience (≈30–35 y/o), improving retail fit.
• Expanded range and refined packaging led to higher average spend.
• Product repositioning enabled a doubled price point.
• Project growth enabled opening production and approaching larger retail partners (one potential partner mentioned: ABC of Taste).

Creators and contributors featured

• Alina Rakitina (brand technologist)
• Honey (social candle project)
• Higher School of Branding
• ABC of Taste (mentioned as a possible partner)
• “Creamy Rice” (referenced as an example case for print/finish issues)