Identity Magazine is the first (and leading) Russian magazine on branding and commercial design. The autumn 2007 issue included an article about Claessens Product Consultants’ approach to brand design. According to Claessens Product Consultants brand design can be approached in two ways: from a creative point of view and also starting from consumer drivers.
In this vision of brand design, the consumer plays the leading part. This extensive article looks further into the Claessens’ design approach by explaining a couple of consumer developments we see: premiumisation, need for authenticity, iconisation and power branding. These trends are illustrated by several design cases.
The link to this bilingual article contains the first page only. To read the full text article please contact Claessens Product Consultants.
