Case Study 1
Mint SIM is wireless provider with a unique business model. As a startup, this company wanted to feel a bit techy with a hipster flair. Being that many mobile phone users in America aren't familiar with the term SIM we wanted to represent that in the logo so that it completed the story from a visual standpoint. Using rounded edges and clean lines it comes across as straight-forward and non-threatening. By sinking the dot on the "i" into the stem of the letter, we created a tiny subliminal hug that also reinforces the idea of connectivity.
BRAND MASCOT DEVELOPMENT
During the brand ideating process we knew we wanted to incorporate an animal of some sort to give the brand personality and a heart. The business model behind the brand Mint SIM was very clever, very unique and geared towards savvy online shoppers, what more appropriate animal but a fox to personify that. However, a fox does have a bad wrap for being and almost too sly, borderline shady creature so to counteract that we created soft edges and sweet facial characteristics. He sits in a non-threatening, easy going posture and with the slight tilt of the head and a halfcocked smile, it all came together.
When creating any form of logo ID it's important to start with a story behind it and a reason it all exists. This fox under the theory that any curved angle would be created out of a perfect circle, which ultimately added to the easiness and balance it exudes. It makes for a great challenge as well as a great brand story.
Next, came the idea that he's actually made out of mint leaves. So the addition of the center folds on each plane of his body parts, then embellished with a small leafy detailed spike when relevant. We threw on some super hip spectacles to reinforce his foxy cleverness and voila! You have your friendly brand mascot with a killer story behind it.
No branding is complete without some key brand elements and a tagline that helps support the brand vision.
BRAND IN PRINT
This brand will have multiple touch points across pretty much all platforms which are mostly digital. However there are some very important key pieces necessary for print. The first being the packaging. The actual product itself is a SIM card which comes in a credit card looking form factor that you pop out and insert into your mobile device. So the packaging around that needs to be fairly compact, secure, and informative.
Exploring what a retail poster could look like helped create the way we treat messaging, in a chat bubble which pops nicely agains the green background as well as the messaging itself. Mint SIM being a brand new brand, we needed to cut through the clutter with not only our business proposition but also going bold by toying with some powerful language. By breaking down the word FOX into other keyboard characters our message stood out and made consumers look twice. Always backing up that expletive treatment with (we said foxing) or (we said fox) it brought us back to the innocence of the brand, but it caught the attention we wanted it to.
social media // FACEBOOK
Facebook, Instagram and Twitter is where the rubber meets the road for a brand voice. Social media platforms are a way to connect directly with your audience in a casual yet potentially very meaningful way. In the case of Mint SIM, this was a huge opportunity to develop the fox personality and use him as a vehicle to deliver fun and useful content while weaving in some product information and even value propositions. Organic (unpaid) social feeds can keep you at front of your customer's mind without always asking them to buy something.
social media // INSTAGRAM
The Instagram content approach is a bit different than Facebook in that it's more in-the-moment. Creating a tactile and varied content approach is what the audience is most drawn to on this platform.