BRAND DESIGN AWARDS: Marketing's second annual awards honour brands whose creative design work has had a clear effect on their profits

GRAND PRIX WINNER Client: The Edrington Group Lead agency: Land Design Studio

WINNER

Highland Distillers undertook a £2.5m redevelopment of its visitor centre in Crieff, Scotland. Previously, the distillery had been perceived as being dedicated solely to the manufacture of Glenturret Single Malt, which is a component of The Famous Grouse blend. As part of the redevelopment, the visitor centre was renamed The Famous Grouse Experience to build awareness of its wider operation.

The face-to-face guided tour that had been the main element of a visit to the Glenturret Distillery, by repute the oldest distillery in Scotland, was considered too popular to be eliminated. So a major exercise was carried out to determine how a visit could be made more memorable.

The heart of the new brand experience is the 'Walk-in ad'. Here, within a sound-proofed 18th-century cottage, visitors enter an immersive interactive environment that extends the themes of the Famous Grouse ad campaign.

Up to 20 people at a time can experience the eight-minute sensory experience, during which a series of narratives unfold.

First, they are encouraged to splash through digital water and crack ice along with the animated grouse. Further dynamic activity includes building an interactive jigsaw constructed from the brand's bottle label that eventually enables the group to 'take flight' over spectacular panoramas over Scotland.

The technology is a bespoke system that combines seismic floor sensors with a series of six digital projectors. After the 'Walk-in ad' finale, visitors cross a bridge that delivers them directly into the shop and restaurant.

In its first year, more than 121,000 people visited The Famous Grouse Experience, a rise of 24% on when the attraction was the Glenturret Distillery. The brand personality has been expanded and brought to life.

FMCG

WINNER

Client: Procter & Gamble

Lead agency: Saatchi & Saatchi

COMMENDED

Client: Clipper Teas

Lead agency: Williams Murray Hamm

WINNER

Pampers Kandoo wipes were developed for children aged three to seven who are already potty-trained but learning to use the toilet by themselves.

Young children often find handling and dispensing toilet paper difficult and are put off by paper that is too dry and rough.

The wipes help children clean their bottoms better - so parents do not have to rush to the scene - and unlike conventional baby wipes, can be flushed away. This innovation created a segment worth an incremental £15m.

A bright lime-and-purple tub with a lid designed to resemble a toilet seat easily opens using a button, and dispenses the wipes one at a time. The moist wipes are melon-scented, a favourite scent with the target age group, and are sized for little hands. The fun Kandoo Frog character appears on the tub and on an in-pack guide demonstrating how to use the product.

COMMENDED

The Clipper tea brand evolved in an ad hoc way over 20 years and had no consistent visual style. With the new identity, each of the ranges has a theme and each pack imparts information about the various tea-growing regions.

Specialiteas features animals indigenous to the plantations; Classics has artifacts; Infusions botanical information and Green China has Chinese period costume and jewellery.

The business' turnover has leapt 75%. The new look has found favour with the trade, with Sainbury's and Tesco significantly increasing facings in-store.

The brand has also broadened its distribution base to include food service, hotels and health clubs, and has increased its export markets from one to 12, using its design to stimulate interest - it has launched in Japan for example, with a window display in the Tokyo Conran Shop.

RETAIL

WINNER

Client: Ocado

Lead agency: Innocence

WINNER

Home-delivery grocery brand Ocado, founded by three former Goldman Sachs bankers, is now partnered by Waitrose. More than 200 names were considered before Ocado was chosen because of its allusion to freshness and organic quality - the avocado being the 'most delicate of fruits'.

Ocado uses fresh produce as a fundamental element of its identity. The fruit peel marque, portraying the outer skin, emphasises that fresh produce is 'protected' by Ocado, from its selection by hand at the distribution centre to delivery at the consumer's door.

Clear images of produce on the Ocado web site (www.ocado.com) help replicate the pleasure of shopping for food without the bother of going to a store.

After only 11 months of trading, Ocado's annualised sales reached more than £25m and are growing at about 5% week-on-week.

RETAIL INTERIORS

WINNER

Client: Albert Heijn

Lead agency: Conran Design Group

COMMENDED

Client: Orange

Lead agency: 20/20

WINNER

Dutch retailer Albert Heijn's new food and non-food format store is designated xl because it is the largest in its portfolio - as well as being the first of its kind in the Netherlands.

Using the main square in Lucca, Italy, as inspiration, the heart of the store is lit by daylight and features a fresh produce area laid out on stalls to create a marketplace. This is flanked by cheese, meat and deli counters.

In the Fresh department a juice bar uses produce directly from the crates that surround it. In Home Entertainment a computerised back-order catalogue and helpdesk act as the focal point. The wine area boasts its own library and sommelier.

The first prototype xl store opened in Arnhem, Holland, in February 2002.

Due to its success, a second xl store opened in Eindhoven in November.

While specific sales figures are confidential, the stores have outperformed expectations. Roll-out of the format is continuing despite parent company Ahold's well-publicised financial difficulties.

COMMENDED

Orange wanted a store that would cater for both 'slow' browsers and 'fast', time-pressured consumers. The store was given three distinct elements.

In the 'Shop' area customers can browse, experiment with the merchandise, learn new things about their phones and get to know Orange. The 'Recharge' area offers mission-driven customers the appropriate service quickly and efficiently. Large 3-D wall-mounted graphics of moulded ears work alongside messages such as 'in a rage?' to present the human face of the brand.

'Play' is the third element, typified by the interactive, pulsating Orange column of light that greets customers at the shop entrance.

Average transaction value at the new store is 25% higher than the Orange Shop average. The number of items bought per transaction is 30% higher and the amount of time customers spend in store is up 50%. Moreover, customers are buying more complicated products such as camera phones.

TRAVEL AND TOURISM

WINNER

Client: Virgin Atlantic

Lead agency: Start Design

COMMENDED

Client: Original Travel

Lead agency: Inaria

COMMENDED

Client: Piz Buin

Lead agency: Lewis Moberly

WINNER

Last year was tough for the airline industry, with carriers facing a contracting market and increased competition. Against this back-ground, Virgin Atlantic set out to recruit new members to its Flying Club frequent-flyer programme in as cost-effective a manner as possible.

The marketing solution chosen was milesmorefriends, an online promotion with its own microsite. Members are encouraged to recommend Flying Club to friends by sending them e-cards.

When a friend joins and takes their first qualifying flight, the person who recommended them receives air miles.

The site and the cards were designed to be informative, engaging and fun, with simple, clear layouts and copy.

Each e-card has a personal feel - the focus is on the message written to friends - thereby encouraging the viral spread of the milesmorefriends message.

Figures revealed to the Brand Design Awards judges show that milesmorefriends was successful at generating substantial revenue at a fairly low cost, which provided a very healthy return on investment.

COMMENDED

Original Travel was launched in January 2003 with the specific objective of being the tour operator of choice for the originality seeking, time-poor/cash-rich market. The strapline 'The Big Short Break' was developed to convey to customers that it is possible to have a huge number of experiences in a short time.

The logo type was designed to be contemporary and stylish, and flexible enough to develop into future sub-brands. Inspiring photographic content is used within the brochure instead of lacklustre hotel and resort images, giving the publication the feel of a coffee table book.

During the first five months of 2003, Original Travel over-achieved on sales by 27.5% and delivered a compound monthly sales growth rate of 67%.

Supplier agreements have been signed with 15 of the world's leading airlines, including BA and Virgin, and 98% of the hotels offered to travellers are either Relais & Chateau-, Hip Hotel- or Leading Hotels of the World-rated.

COMMENDED

Piz Buin Self Tan was relaunched in March 2002. It doubled its value share in just 12 months and leapt from number three in the market to become UK brand leader. Sales stand at three times pre-relaunch level and the brand has outstripped healthy overall market growth of 56% by posting growth of 211%.

This success was achieved by radically changing the look of Piz Buin Self Tan. Out went the old packaging, which was easy to confuse with the sun protection range, to be replaced by premium cartons - intentionally evocative of upmarket skincare or perfume brands, with the goal of positioning it as a cosmetic product to be used as part of a regular beauty routine.

The 'pearlised' ivory colour of the carton and inner packaging gives the product a stylish, contemporary look and delivers tremendous stand-out on retailer shelves.

The large surface area of the cartons provides room for detailed application instructions. Lack of detailed instructions on use had in the past discouraged women from using self-tanning products regularly.

PACKAGING (NON FOOD)

WINNER

Company: Procter & Gamble

Lead agency: Saatchi & Saatchi

COMMENDED

Client: Molton Brown

Lead agency: Jones Knowles Ritchie

COMMENDED

Client: Piz Buin

Lead agency: Lewis Moberly

COMMENDED

Client: Kimberly-Clark

Lead agency: Coley Porter Bell

WINNER

Product and packaging design are integral to the success of Pampers Kandoo. The flushable, moist toilet wipes are targeted at three- to seven-year-old children who are potty-trained but still learning to use the toilet by themselves.

The innovative tub has been designed to be the children's item in the bathroom. It is brightly coloured - purple and lime green - to encourage use on every toilet trip.

The tub is fun and easy to use, opening at the touch of a push button that is perfectly sized for little fingers and does not need strength or fiddling to open. The lid resembles a toilet seat and dispenses one wipe at a time. After use, it closes securely to keep the wipes moist.

The amusing Kandoo Frog character appears on-pack, demonstrating how to use the wipes, and features in all marketing communications.

Pampers Kandoo created a new £15m segment. A rival brand has launched against it, but market data shows Pampers Kandoo outsells it 12:1.

COMMENDED

The Molton Brown Men's range was relaunched to give it a modern and edgy identity that nevertheless retained some of the brand's classic look.

The logo was used confidently, with the lotus flower motif a secondary sign-off. Metallic bronze, the brand colour, is set off by splashes of blue, orange and lime.

Total sales increased by more than 15% in the 12 months after launch.

Manufacturing costs on most items were also reduced - the average margin across each product was up by 10%. The new look also enabled the company to raise prices by an average of 15%.

COMMENDED

The brand design for Piz Buin Self Tan has redefined the self-tan sector, introducing a completely fresh look that has attracted new consumers.

Johnson & Johnson's intention is to establish self tan as a mass, rather than niche, market, with its Piz Buin brand as market leader.

A new product formulation, together with stylish packaging evocative of upmarket cosmetics brands, has enabled Piz Buin Self Tan to retail at a 20% premium over key competitors. Its value brand share has virtually doubled from 10.3% in March 2002 to 20.5% in March 2003. Self Tan now accounts for about 31% of Piz Buin's total UK sales.

COMMENDED

DryNites from Huggies are the only night-time absorbent pants designed specifically to address bed-wetting - a problem affecting 7% of four- to 15-year-olds. The brand suffered from packaging that confirmed negative perceptions of the problem.

The design proposition, "from comfortable nights to happier mornings", was used to focus on the positive benefits of the product. This led to the replacement of the on-pack description 'night-time absorbent pants', which does not sound very comforting, with the more upbeat 'Pyjama Pants'.

Careful use of colour ensured the brand did not appear too childish or similar to nappies. DryNites single-handedly grew the UK pants category by 4.6% in a year.

PACKAGING (FOOD AND DRINK)

WINNER

Client: Clipper Teas

Lead agency: Williams Murray Hamm

COMMENDED

Client: United Biscuits

Lead agency: Jones Knowles Ritchie

WINNER

Premium tea brands have established visual conventions that tend to overwhelm the individuality of brands. Dark colours, 'premium' typography and images from a bygone era such as trade ships and fine china set the standard.

Clipper Teas wanted to break codes, not conform to them. The new identity had to clearly carve out the different specialist ranges, but also needed to present a strong overall brand look.

The brand promise was great-tasting tea, which just happened to be organic, and care was taken with the packaging to avoid anything that might be construed as 'worthy' or jumping on the organic bandwagon. The visual inspiration was high-brow journals and educative magazines such as National Geographic, supporting the brand proposition that Clipper tea is 'the thinking person's cuppa'.

Each range was given a painstakingly researched theme. And each pack-front image carries a simple line of text that explains the subject - with the full story unfolding on the back of the pack.

COMMENDED

Hula Hoops Shoks are single-serve packs of mini Hula Hoops in intense flavours, targeting 12- to 24-year-olds for impulse occasions. Unconventional and impactful neon colours are used on-pack to draw attention in a market where most brands use well-established colours to denote mainstream flavours.

The intensity of eating the product is portrayed through the use of quirky faces bearing a variety of expressions. The Hula Hoops parent branding remains central to the logo - used for the 'O' in Shoks - while allowing the range to have a personality of its own.

The design has been extended to secondary packaging in the shape of a space-efficient branded display container, intended to improve product visibility.

Extensive consumer research has confirmed that the new packaging has strong visual appeal to consumers within the everyday impulse snack market, with 80% target market aware-ness of Shoks. The sub-brand has a retail sales value of more than £6m.

ANNUAL REPORTS AND CORPORATE LIT

WINNER

Client: NABS

Lead agency: Lewis Moberly

COMMENDED

Client: Selfridges

Lead agency: Corporate Edge

WINNER

Speech bubbles were accepted as the ideal design solution for expressing the corporate identity of ad industry charity NABS, given that everything it stands for is related to communication and the exchange of ideas. The identity is contemporary, professional and easy to understand.

Just as importantly, it offers tremendous versatility. In the 2001 and 2002 annual reports, the speech bubbles were used in creative and humorous ways.

For instance, it was used to welcome people, carry messages from the incoming and outgoing chairmen, and indicate the geographical spread of the charity.

The identity was designed to work primarily in black and white in order to keep print costs down. But a background accent orange colour has also been provided as strong contrast and is used to striking effect in the annual reports. It is the first time NABS has ever 'owned' a colour.

COMMENDED

Selfridges' 2003 annual report breaks with convention and helps position the retailer as a developer of exciting, new stories and creator of fresh experiences.

The front cover design reflects Selfridges' May 2003 promotion, Bodycraze, using material textured with a soft 'skin' finish, and is dominated by a single, strong female image.

Six illustrative spreads were inspired by themes suggested by chief executive Peter Williams. Multi-layered illustrations reinforce the style of Selfridges, picking up on elements of design being used in-store at the time of publication.

IDENTITY (CORPORATE OR BRAND)

WINNER

Client: NABS

Lead agency: Lewis Moberly

COMMENDED

Client: UPS

Lead agency: FutureBrand

COMMENDED

Client: Loyalty Management UK

Lead agency: Corporate Edge

COMMENDED

Client: Clipper Teas

Lead agency: Williams Murray Hamm

WINNER

A new corporate identity has given advertising industry charity NABS a renewed lease of life, attracting new donors and boosting corporate donations by 20%. Its old identity was widely considered amateurish, old-fashioned and incapable of representing the culture and values of the organisation.

After considerable thought it was concluded that everything NABS does involves an exchange of ideas in an industry that itself is dedicated to communication.

This insight led to the design solution - two speech bubbles representing the concept of dialogue, positioned so that a letter 'N' is formed between them. The charity's name appears in the bottom bubble.

The identity does away with some of the unappealing 'old ad agency' baggage carried by the 90-year-old organisation, and has changed attitudes toward it. Internally, there has been a positive impact on morale. Confidence has been boosted, with more face-to-face meetings being conducted with potential donors now that employees feel comfortable that the visual material they present is of high quality.

COMMENDED

UPS has repositioned itself as a leader in synchronising global commerce.

To highlight that there is now far more to the company than delivering packages, the UPS logo was changed for the first time in more than 40 years.

A 'dynamic arc' was introduced to suggest energy and the global scale of UPS's business. Among the largest corporate rebranding programmes in history, the 'new' UPS was simultaneously announced to 360,000 employees worldwide.

The internal launch aimed to help employees understand the brand strategy from which the identity arose.

UPS drivers, in particular, needed to be equipped with information to communicate the brand message to customers.

COMMENDED

Loyalty Management conducted research among loyalty scheme members and found a multi-partner loyalty scheme was motivating, as it allowed people to earn more points more quickly. The Nectar name was created to be simple and distinctive, with an association that reflected the preciousness of the reward and the potential to create a rich brand world.

The visual identity suggests the substance of Nectar and was preferred over more sophisticated shapes in consumer research.

Within three months of launch Nectar had achieved 46% market penetration and had 11.1 million active cardholders.

Nectar has rapidly become a mass-market brand. Points issued have far exceeded projections.

COMMENDED

Mike Brehme, owner of Clipper, describes the implementation of its new identity as the single most important activity undertaken by the tea brand in its 20-year history. The radical difference compared with what went before makes it easy to see why.

But although the transformation is remarkable, the new identity remains true to the values and ethical working practices of Clipper. While three new designs make a very clear statement about the company, the identity has been developed to be flexible enough for different applications.

Guidelines have been drawn up to ease future extension into areas such as, stationery, signage and vehicle livery.

ONLINE AND NEW MEDIA

WINNER

Client: Audi UK

Lead agency: Good Technology

COMMENDED

Client: Xbox

Lead agency: AKQA

WINNER

To emphasise the bold, sporty styling of its updated A3, Audi is using the tagline 'New Attitude, New Audi A3'. Playing on the 'attitude' theme, the web site seeks to change the user's experience through a series of interactions. An online advertising and e-mail programme was developed, based on the same concept.

The web site is divided into four sections, outlining key elements of the car's design and performance in a sleek way. Interstitials appear on navigating through the site. These are in the form of multiple choice yes/no questions.

Users are given an attitude rating based on their answers, and that rating is displayed on the bottom left of the screen. The higher their rating, the more downloads they can access.

The online advertising campaign featured the same type of questions as the microsite. On selecting the answer that best represented their 'attitude', users landed on the A3 microsite. Following the launch of the microsite, brochure requests doubled and test-drive requests leapt five-fold.

COMMENDED

The Ilovelive.com web site was designed to challenge the preconception that online gaming is a pastime for geeks. Site visitors are introduced by streaming video to Troy D Chinula, evangelist and Xbox Live guru, who shows consumers around a world where online gaming is the key to "coming alive". The humour is black and the style is ultra-cool.

The site demonstrates Xbox Live features in a fun way and subscribers choose a 'Gamertag' when they sign up, which becomes their virtual identity. Ilovelive.com was built using Flash 6 technology and versions were developed for eight countries in seven languages.

Each site features unique local market content and enables users to click through to re-sellers in each market.

Within three days of launch, the site had attracted 16,000 visitors.

Within weeks, this had risen to more than 100,000. More importantly, the site delivered 5000 sales of the Xbox Live starter kit.

BUSINESS

WINNER

Client: Yorkshire Water

Lead agency: The Chase

WINNER

Yorkshire Water faced a formidable branding challenge. It had been the Railtrack of the 90s, with criticism of its performance severely tarnishing its brand.

A new identity was developed that positioned Yorkshire Water as a modern, forward-thinking service provider rather than a traditional utility company.

The design solution - a Yorkshire landscape featuring hills, sky and a reservoir - was chosen from 13 alternatives presented to customers and employees. Staff participated in shaping concepts in the early stages through half-day creative brand workshops.

During implementation of the identity, priority was given to the company's 8000 signs, 500-strong fleet of vans, uniforms and web site.

Ongoing customer research points to an improvement in brand loyalty - 90% said they would not switch if offered an alternative supplier. There has been a 25.5% reduction in customer complaints, a rise from fourth to second place in the Ofwat rankings, and group operating profit is up 7.5%.

A staff survey showed 100% of employees knew of the major re-brand and 80% agreed that the key messages behind the exercise were well communicated.

BRAND EXPERIENCE

WINNER

Client: The Edrington Group

Lead agency: Land Design Studio

COMMENDED

Client: Mini UK

Lead agency: The Russell Organisation

WINNER

Old and new have been combined to great effect to make The Famous Grouse Experience an outstanding visitor attraction that fits perfectly with the values of the whisky brand.

At one of Scotland's most venerable distilleries a new pavilion has been built in which visitors can learn about the brand and get acquainted with the product at a 'nosing bar'.

A new ticketing reception area provides immediate access to a manufacturing tour, while the shop and restaurant at the site have been carefully refurbished.

The new architecture has been inserted alongside older buildings, including a sound-proofed 18th-century cottage that houses a spectacular digital show.

The show makes use of immersive sensory techniques such as seismic floor sensors and digital projectors. It delivers strong and positive brand messages by using images linked to Famous Grouse advertising and its bottle label.

Developing the brand experience cost £2.5m. It opened in June 2002 and in its first year of business attracted 121,000 visitors.

COMMENDED

Visitors to the Mini stand at the British International Motor Show at the NEC in Birmingham were able to do far more than discuss the cars on static display. Mini Adventure Live! was concealed from the main show hall behind a sound-proofed black wall.

After queueing on a ramp, visitors entered another hall in which cars representing the whole Mini range performed a carefully choreographed stunt show. The cars, driven by highly trained drivers, entertained guests with swift manoeuvres to a pre-recorded soundtrack of music and narrative script.

Queues of 700 people waited up to 90 minutes to see the show. More than 10% of the 80,000 spectators requested a Mini test drive or finance quote.

More than 600 journalists experienced Mini Adventure Live!, delivering huge PR benefits including 27 TV reports. In the ten weeks after the show, the order rate for Minis soared from an average of 570 cars a week to more than 700.

SPORT AND LEISURE

WINNER

Client: V&A

Lead agency: Williams Murray Hamm

COMMENDED

Client: Eudo

Lead agency: Spinner

WINNER

Signage at the V&A Shop was felt to be too passive. Greater drama was required to help customers identify products and navigate their way around the museum store.

The design strategy centred on the idea of 'taking a little piece of the V&A home with you', in that the V&A permanent collections could be used as a pool of inspiration for home and gift purchases.

Well-known pieces from the collection that captured the spirit of a style or period were rendered as illustrations against a bright colour palette, in keeping with the V&A purple. The existing V&A logo, a design classic, was discreetly incorporated into each illustration.

The illustrations have been successfully adapted to bags, boxes, wrapping materials and, more recently, product presentation and design. Since the graphics were introduced, sales have risen 11% and sales per customer are up 7%. Customer conversion rate is 25%, and average spend of £3 is the highest in London galleries and museums.

COMMENDED

The European School of Judo (ESJ) required a total rebranding programme. Seeking additional income to its membership fees, ESJ had trialled selling T-shirts, but discovered that members did not really identify with the brand and found it uninspiring. The word 'School' was off-putting for kids.

The organisation's name was shortened to eudo (pronounced you-doe), which researched well among the target audience because it sounded fun, funky and unique. The identity was developed to be cool enough for children to feel comfortable wearing it on clothing.

As the budget was tight, the identity was designed to be flexible enough to form the basis of simple, one-colour applications, as well as strong enough to be used across various campaigns, initiatives and promotional material such as posters.

T-shirts were made available in three designs. Tracksuits and caps were also rolled out. The web site, www.eudo.org, was based around the theme of a judo mat.

THIRD SECTOR

WINNER

Client: British Skin Foundation

Lead agency: Finisterre

COMMENDED

Client: NABS

Lead agency: Lewis Moberly

WINNER

The British Skin Foundation (BSF) was launched in 1996 with the support of the British Association of Dermatologists to focus on raising funds for skin disease research via charitable donations.

Early in 2002, BSF realised it needed to raise its profile.

A corporate accreditation scheme was introduced, together with an accessible look and feel for the charity, which highlighted positive aspects of its work.

Rather than opting for pictures of skin conditions, lifestyle photography was chosen, supported by real-life case studies. A graphic element was introduced that drew parallels to the care labels on clothing, as was the strapline, 'Working toward healthy skin for all'.

Applications for research grants have increased dramatically, as has income. Professional donations in 2001/02 were up by 575% on 1999/00, while corporate donations rose 937% over the same period. Independent research showed that 80% of consumers feel association with the BSF brand is positive.

COMMENDED

NABS, established in 1913, raises money for people in the advertising industry and related businesses who need help due to illness, injury, unemployment, substance abuse or financial difficulties. A new identity, emphasising that dialogue is at the heart of all the charity does, comprises two speech bubbles positioned so that the letter 'N' is formed between them.

The identity is versatile, designed to work primarily in black and white, but also uses orange.

NABS increased the number of corporate donors by 20% from 2001 to 2003.

Of these additional corporate donors, 75% were new. Moreover, 37% of additional donors came from sectors such as direct marketing and design - relatively new audiences for NABS. Income from corporate donors grew by 12% to £415,000.

The profile of the charity has also risen among beneficiaries. In 2002, it helped 3000 people, up 20% on 2001.

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