National Cardiac (brand)
Fast Growth Brand Strategy
When you have any serious health condition, you immediately value ‘life as normal’ more than anything else.
You take this life for granted, until you face it with a heart condition. Now ‘normal’ is the most precious thing you know.
As a new company from an acquisition in USA, a rare opportunity existed to embed the benefits of brand-led design innovation across the whole business.
The brand DNA was carried over in developing the product brand.
A meaningful name was developed in conjunction with the logo to verbally deliver the brand core with a play on ‘liberty’. A delightful hook to those that realise.
We’ve provided both brands a platform that authentically explains their values and strengths in an identifiable and ownable way.
Before and After
Rebrand and packaging update - increased perceived value by design
'Each pentagon is both a visual description of the coffee flavour experience, and a unique identifier for the customer.'
Backed by 20 years of training and R&D, Danes Specialty Coffee now realised they were ready to be seen. This transformation provided the opportunity to show what was known on the inside, by too few — now outside, where everyone could benefit. Education, Innovation and Sharing were at the heart of the brand, just unsaid. A truly designed company.
We wanted to deliver our target customer a comfortable and ‘consciously analogue’ mid-century modernist feel as a break from our digitally connected lives, and the plethora of 1800’s industrial style cafes.
The iconic blend of technology and craft of that era paralleled in the process of creating an intensely flavourful espresso from an un-roasted bean.
This expertise and insight provided access to a high level of measurement and precision that we leveraged visually across the brand touchpoints. Each one seen as a way to share knowledge and offer the customer greater choice and a power to decide.
This project was an opportunity to place the brand purpose at the core of the business and have it lead and simplify all decision making across the business.
Brand Identity Design