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A meaningful identity for an intercultural challenger brand

Brand Identity • Digital Design
Brief

Kanako Mathys came to us with a unique challenge. She needed a confident, meaningful brand identity that would position her start-up business perfectly in front of a very specific regional audience, and pave the way for DTC marketing success.

The company? Culture & Culture. This charming challenger brand is on a mission to introduce Japanese people to the world of cheese — a product that’s not widely available, or understood, in Japan.

We love getting involved with exciting new brands right from the start, so we were thrilled to have Culture & Culture on our plate.

Solution

We used the simplicity and visual impact of the Japanese flag as a starting point for Culture & Culture’s brand identity, replacing the red circle with the roundel of a cheese wheel — in a beautiful, organic green hue.

Ultimately we opted for a circle of two halves, a playful graphic device that represents the coming together of audience and subject. The device can be replicated throughout Culture & Culture’s visual identity, and offers plenty of scope to play when bringing accompanying food imagery together.

Culture & Culture wanted to launch their new brand online – essential for cross-border DTC appeal. We created a bespoke WordPress template to act as a solid digital foundation for the business. Flexible and easy to adjust, it can accommodate changes to the company website as the brand grows.

Culture & Culture’s menus have been designed to be customised, with inserts printed as needed — essential when dealing with a product that’s seasonal and multilingual.

More work:

A brand refresh to excite Gen-Next.

How do you disrupt shopper habits?

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Straight Forward Design
112 – 114 Great Portland Street
London W1W 6PH

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