A meaningful identity for an intercultural challenger brand
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.
