One of marketeer’s key roles is to deliver strong briefs for transformational creative solutions. Here at Brand Reveal we love to build comprehensive briefs with sound strategy, competition benchmarks and cultural references. But good briefs are also clear and in one page. So rather than craming texts in Arial 9 points, read here how to think “from-to” and even get rid of words in one page briefs!
Why a “from-to”?
Agencies exist to bring creative solutions to a given problem. In other words to bring a brand “from” a given state, “to” a desired position. So the clearer the “from-to”, the finer the problem definition. And if each word in a brief has its importance, the “a single drawing is worth 1000 words” approach is a great way to summarize a brief’s objective. Take the following 3 examples:
1- Lancers Wines
Lancers is an approachable portuguese sparkling rosé wine created in 1944 with a solid footprint in export markets. Since its inception, the matt bottle stood out from the competition, but in recent years, the brand lost a quality feel and contemporaneity.
To illustrate the renovation direction, we used an image of the Fiat 500, before and after its 2007 relaunch. Like Lancers, the Cinquecento is an example of a very popular icon that remains contemporary, friendly, and even a bit quirky by building on its design peculiarities.
The simplified layout on a metal feel sleeve and the clear information architecture produced by the Volta Studio in 2019, gave the brand more quality and contemporaneity as well as “refreshing” credentials in line with the summer consumption moments.
Tip #1 : show a successful “from-to” example from other categories.
2- Graham’s Tawny Port
In another life, we repositioned Graham’s Port as a sign of “good taste” to play in the Premium and Luxury beverage segments. One of the implications of this move was to bring in variety and value hierarchy in a dormant Aged Tawny range.
To dramatize this shift, we used the image of eggs that symbolised care and preciousness, but with “from” showing a set of similar eggs in a simple nest “to” a collection of Fabergé eggs, each with their own character.
The redesign led by Smith & Co. introduced in 2011 a simple but high quality clear bottle and carefully designed labels which preserved the brand identity and gave space to share interesting stories for discerning wine and spirits drinkers.
Tip #2 : use objects that symbolise your brand character.
3- Quinta Vale Santa Luzia
The “from-to” approach works well for brand renovations, i.e. projects with a start and a finish point. But it also works for brand creations : in this case the “from” can be the overall competitive feel one wants to stand out from.
In 2021 we worked with Vicente Faria Vinhos to create a new brand, Quinta Vale Santa Luzia. A competitive analysis of the Douro DOCs showed that many brands adopt a very quiet and shy attitude, in contrast with the lively and socially proud occasions we want to play in.
The “from” image used was the Puss’n Boots in his vulnerable and begging look to describe the competition feel v.s. a “to” of a proud and majestic tiger. Granted, I enjoyed taking the mickey of competition, but at least this served as a clear flag on the “poor little thing” feel we wanted to avoid.
Calcco from Rioja built a whole identity based on rich drawings and the radiant personality of the Saint, in full contrast with the monochromatic and typographic labels of the category. This is a clear departure from existing codes, but it builds quality, distinctivity and the contemporary status required for the brand.
Tip #3 : Make fun of competition: humour is a good revelator.
The graphic “from-to” approach should not replace a well informed and clear brief, but at least it helps summarise ideas, it will trigger discussions and leave an impression the agencies a brand works with. It is also a lot of, and a good smile always helps better work !