Tag Archives: CaseStudy
Benevido
Benevido Brand Strategy
Entering a crowded space of instant coffee – with the added benefit of natural plant-based ingredients – Benevido sought us out for assistance in the creation of a strong positioning and brand presence on the shelves. Throughout our one-day workshop we focused on the behavior of consuming instantaneous coffee, a quick fix in people’s busy lives. A habit that is fueled by short-term benefits is now being furthered to additional long-term health benefits. This became the foundational story that fueled our long-term vision for brand name and identity.
Benevido Naming
Based on our findings from the brand strategy phase, the name for this instant coffee startup needed to fuel long-term benefits while being internationally feasible and memorable. Benevido was derived from the words ‘benefit,’ ‘bueno‘ (’good’ in spanish) and ‘vida’ (’life’ in spanish) to create a brand name that is easy to pronounce, ownable, and automatically conveyed the brand’s values.
Benevido Identity
The identity for instant coffee brand Benevido instills the philosophies and values that the brand emulates. Dynamic curves and swoops create movement that emulate growth, signifying the long-term health benefits of Benevido’s added natural ingredients. The communal aura brings thoughts of rejuvenation and a celebration of life. A coffee bean in perspective ties the identity together and hints at the contents within.
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SpeakBeat
SpeakBeat Naming
We were tasked to derive a name for a mobile app that allows for personalized interactions with trending topics, news, and ideas through the answering of questions. The name was required to resonate with millennials, be used as a common noun or verb, tell a story and that trademark and domain names were available. With SpeakBeat we hit on two key aspects of the app: Voicing your opinion and being part of the pulse of now. It also allowed for additional brand nomenclature while being memorable in a beat.
SpeakBeat Identity
The SpeakBeat identity design is multilayered in symbolism deriving from social complexities of community diversity. Multiple bars, in varying heights, assemble next to one another to represent the community as one. Height differences mimic a cityscape, sound bars and the pulse of the community. Each of the bars also represents a speech bubble, the correlated opinions that make SpeakBeat, beat.
FINIEN did an outstanding job assisting SpeakBeat with our branding needs – from the creation of the name to the development of the brand identity.
– Dean Stackel
CEO
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Adorista
Adorista Brand Strategy
Adorista is a gift box service celebrating Korean fast-fashion accessories. The brand strategy workshop moved the idea from a gift box opportunity into the creation of a tangible feeling of belonging for 12- to 22-year old US-based girls. Adorista allows them to feel like fashionable K-Pop stars without having to spend a lot of money and time, or to openly share their love to K-Pop, which is a niche phenomenon. [As a pre-launch startup we are restricted in the strategy information we are able to currently share]
Adorista Naming
One part ‘Adore’ plus one part ‘Fashionista’ turned into this catchy name that allowed the company to create Adoristas out of their fans. We established trademark clearance and ensured domain name availability.
Adorista Identity
The Adorista brand identity was created to convey the feelings of fast-fashion luxury while creating an approachable and current fashion-centric brand image. Jewelry was visualized through the use of a diamond shape, the subliminal 3-D box effect alludes to the box that subscribers receive at their doorstep each month. We extended our services and art-directed photo and video shoots while creating the initial digital and box designs.
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Martian
Martian Brand Strategy
Martian approached us with an inspired winery name, derived from the owners’ sons (Martin and Ian), and backed by an exceptional vineyard location and talented winemaker. What was missing was the brand strategy, identity and design. We set out to create the brand as it launched into the saturated California wine market in midst of an economic downturn. Offsetting the obvious (characters of Martians) with brand surprises and drafting stories of authenticity and quality as part of the brand launch were key findings of our strategy phase. We advised to use a rather generic Martian as a surprise that needed to be sought out by the ones interacting with the brand. The character hunt became part of the brand story in true alien-fashion: When visitors roamed around the tasting room property they were greeted by them in random areas of the vast property, the Martian was etched into the bottom of the tasting glass, visible only upon final sip. The tribe loved the Martian hunt, while the hidden character ensured to not dilute this brand of fine wine.
Martian Naming
As part of a special label series for this California winery, we put our heads together with the proprietor and together derived names ranging from Down to Earth, Mothership, Ground Control (hello, Major Tom?) to Uforic to tie in the otherworldly quality of the wines (and, yes, the name) with the qualities of the grapes.
Martian Identity
The typography-based Martian Ranch & Vineyard brand identity used an existing serif typeface that was redrawn by hand to lend an authentic, organic, and otherworldly feel to it. The deep red wine tone seemed especially fitting as the name itself recalls the red planet. The Martian character appeared nowhere on the label, only on the cork once the bottle was opened (Martians playfully handing each other refills).
FINIEN’s creativity and attention to detail are invaluable to the success of our winery. From brand identity through design their service is unparalleled.
– Michael Roth
Winemaker
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The Post Host
Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
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