Lexis Branding developed the new brand strategy and graphic expressions to reposition Oxygen from being an unfocused brand into a cool, free-spirited label of choice, ready to dominate the fashion scene again.

Video directed by Roy Macam for Oxygen

http://www.facebook.com/home.php?ref=home#!/video/video.php?v=409767334080

In this video, Jack Dorsey outlines three core takeaways from his experiences building and launching Twitter – and more recently – Square, a simple payment utility. 1) Draw: get your idea out of your head and share it, 2) Luck: assess when the time (and the market) is right to execute your idea, 3) Iterate: take in the feedback, be a rigorous editor, and refine your idea.

A great example of how a good, solid, big idea can communicate the “essential” message. Something most brands can learn from.

This seemingly simple but effective concept is masterfully executed by one of Singapore’s best photographers, Clang, who is now based in New York. Savour this wonderful creative work. 

Lexis Branding recently designed and conceived the new range of Sunblock for Belo Essentials, a leading FMCG sinkcare line in Philippines and USA. Lexis developed the name “Sun Expert” as well as the packaging design which adopts a clean, no-nonsense, “look at me” concept aimed at “jumping” off the crowded retail shelves.

This is part of the revamped of the entire line of Belo Essentials skincare line. A new men’s line has also been designed and will be launched soon. Watch this space.

Lexis also recently repositioned and rebranded Belo Essentials’ parent company, Belo Medical Group, Philippines’ leading beauty and skincare expert that specializes in cosmetic surgery and non-invasive skincare procedures. (See http://www.lexisbranding.com/belo)

The chart encompasses 10 different cultures, and 62 emotions (!!!). The cultures are represented by concentric rings, and the emotions are represented by slices of the circle. Thus, if you want to understand about Japanese color sensibilities, you read around the graph. And if you want to learn what colors mean “danger” across cultures, you just read vertically, down section 15:

This article first appear in Fast Company, “What Colors mean across 10 cultures” by Cliff Kuang

An exemplary brand that continues to inspire and move hearts and souls with good designs is none other than the legendary Issey Miyake. Beyond fashion, IM’s products are simply breathtaking. This 2-in-1 for Him Deodorant and Eau de Toilette designed by Karim Rashid in 2002 is just timless.

In the strides of Evian and fashion brands such as H&M or Uniqlo, Coca-Cola has just teamed up with designer Karl Lagerfield to make a limited edition package for Coca Cola Light to be sold at Colette starting April 28. Designer prices included: the $80 boxed set comes with one bottle of Coca Cola Light, display box and bottle opener. 

The packaging design is simple and effective combining two icons via simple typography and Karl’s unmistakable profile. Gorgeous, and what a price for sugar and water. The power of brands.

When my client, Pak Budi Hananto of Gunung Slamat, Indonesia, invited me recently to join on Facebook as a “Fan” for the Tasseo Fine Teas, it brought back wonderful memories of one of my first projects in Asian branding and design. And that was almost 18 years ago, and one of my first attempt at creating an “Asian” brand with an unique flavour, reflecting the rich local culture and Asian touch.

The client then was Boh Plantations, one of Asia’s oldest tea makers. Caroline Russell, daughter of the founder, one of the most intelligent clients we have worked with, briefed me and my team at Addison Design (sadly this pioneer of branding and design agency in Asia has now been dissolved) to develop a range of fine Asian teas for International Export market. One of the first targeted retail outlets for the launch was Harrods, UK, and all the duty free shops at the best airports in the world.

Using a prioprietary Naming Programme, NameBreak, that I have developed, we decided on the name Seri Songket, a beautiful hand-woven fabric famously created by the indigenious Malays especially in the region of Sarawak. Inspired by the enjoyable tea tasting sessions (yes, we even helped to select the flavours to market) and the beautiful Songket fabric, the resultant packaging design turned out to be a piece of Asian art. Today, you will still find the exact same tea and packaging being retailed in all good supermarkets and specialty stores. Good design truly become an art that can stand the test of time.

Fast forward to 2008, time seems to have stood still when I was tasked to develop yet another range of fine Asian teas for another leading tea maker in Asia. It was one of my last projects as Managing Director at the brand union, Ogilvy/WPP, and I was as excited as ever — the same brief as one I received almost 18 years ago? It was truly deja vu.

In my (nearly) 20 years of developing brands both in Asia and for the global market, I’ve picked up one of the most potent tools in Asia - Feng Shui. It’s practically impossible to do branding and design in Asia if one does not understand this complex, intriguing yet a deeply embedded cultural phenomena that has even swept the west (just ask my clients in Vertu, UK). (More on that later when I write about Feng Shui and Branding in Asia).

With my knowledge in Feng Shui, I have learnt that Tasseomancy is one of the tools in Feng Shui — reading tea leaves for fortune telling. Tasse, in French, incidentally refers to a cup. The name was immediately obvious to me: Asian art of reading tea leaves (Gunung Slamat is an expert in picking the best leaves from around the world) + a cup (of quality fine tea) = Tasseo.

Needless to say, Pak Budi and his CEO loved it, as did customers when we tested the names and packaging design in a FGD. Once again, I asked one of Singapore’s top designers, Tom, now Design Director of Lexis Branding who was then a freelancer and engaged him to help develop this award winning packaging (TBU had no packaging design capabilities in the team then) to use the patterns of Songket (which is incidentally also a locally produced fabric in Indonesia) for inspirations.

The resultant design output is almost strikingly similar yet different. Asian tea, Asian art and packaging design. And my pride and joy of being able to help our local companies become more global by creating world-class brands with a distinct and rich Asian flavour. I am now looking forward to Tasseo being on the retail shelves 18 years from now — 2026!

Tasseo is reproduced with kind permission from Pak Budi Hananto, the Marketing Guru of Gunung Slamat.

http://www.facebook.com/home.php#/group.php?gid=88885236315

Watch this space when the new branding is unveiled on 24 May!

 Have you seen the new billboards of Flawless?

By SHIRLEY MATIAS PIZARRO for Manila Bulletin, Philippines

They stand towering in Metro Manila’s major thoroughfares with the beautiful half-hidden faces of its premiere endorsers Richard Gutierrez and Katrina Halili, although Katrina is slightly unrecognizable, at least to those who are not keenly watching.

My friends and I have been talking about how refreshingly pleasant the new billboards of Flawless are. They’re hip, they’re fun and at least they are very different from how Flawless billboards used to be.

They are dominated by huge new Flawless fonts and the artists accentuate the ministration with their youthful, vibrant and candid poses.

If this is any indication, it is obvious that the leading aesthetic and facial clinic in the country is undergoing a major makeover. And it must be big. Indeed, the world of cosmetic and aesthetic medicine never runs out of tricks to keep the public on their feet.

So, whoever is behind this campaign, he or she succeeded because the excitement is on. Let’s wait and see what Flawless has in store in the next few weeks or so.

On the other hand, the people at Coke clearly understand their branding better. Over the years, they have managed to update the packaging in a sensible manner, all the time staying authentic and compelling, and true to their brand promise. The recent updates are fresh, modern and far more effective than the new Pepsi. How can one not love the name Coke Zero and its iconic packaging design. It’s destined to be a new classic.

This is a brand that remain true to their essence, and managed to stay refreshingly relevant since its inception!