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Work - Concrete Concrete WorkWell-nighPeople News Contact WorkWell-nighPeople News Contact Instagram LinkedIn Thomas Kosmala Emerging PerfumeTrademarkMarries Tradition with Innovation Perfumer Thomas Kosmala partnered with Concrete for a revamped trademark that would have a stronger global presence and increasingly powerfully convey the qualities of his exclusive, sought without scent collections. See Case Study Cougar Shoes A Canadian Icon Takes a Step Forward With a long history of producing footware designed to take on the harsh elements of winter, Cougar shoes was looking to shift consumers’ attitudes of its “sensible” product line. Our challenge, essentially, was to make a trademark known for its functional and pragmatic qualities increasingly fashionable, without treacherous its cadre essence. See Case Study Woodbine Entertainment A Heritage EntertainmentTrademarkRaces Towards the Future The Woodbine Entertainment Group turned to Concrete to revitalize its trademark identity to reflect a broader and increasingly diverse entertainment offering, as well as a wider regulars that includes increasingly women, families and millennials. As part of the new trademark strategy, Concrete introduced new tracery to unify WEG’s various lines of racing businesses under one brand. See Case Study Canadian Red Cross Stewardship of an Iconic Global Symbol The Canadian Red Cross Society engaged Concrete to review its current identity system and develop a comprehensive set of guidelines to write the many issues with how the symbol was currently stuff employed – notably difficulties in digital applications and inconsistent structuring with the International Red Cross Movement. See Case Study Velour Lashes Uncovering the True Potential of a Premium LashTrademarkToronto-based luxury lash trademark Velour approached Concrete to reconsider its trademark identity to largest convey the quality of its products.Withoutauditing Velour’s existing trademark assets, Concrete identified that the foundational elements of the trademark were weak and that the trademark needed to be totally reinvented, from wordmark, to trademark voice, to colour palette, to product packaging. See Case Study Willibald Farm Distillers Establishing a First-Generation Distillery The trademark identity for Willibald Farm Distillers blends traditional elements typically associated with artisanal distillers with increasingly trendy flourishes to project a progressive vein of a truly innovative enterprise. Concrete created an integrated trademark wayfarers that included visual identity, product packaging, promotional material, website and social media. See Case Study Red Earth Reinventing an AustralianTrademarkfor the Chinese Market Founded in Australia in the early 90s, Red Earth is a cosmetics and skincare brand.Withoutacquiring its global rights, a Chinese private probity group contracted Concrete to revitalize the trademark for distribution in the Asian market. The unshortened line was reinvented, from visual identity, to trademark voice and product packaging. See Case Study Amuse Bouche Growing aUnconfinedBeautyTrademarkFour years without launching the startup lipstick trademark BITE Beauty, Concrete created the company’s first major product since its inception. The launch of Amuse Bouche, a reformulation of BITE’s cadre lipsticks, provided an opportunity to expand the fledgling brand’s media presence. Concrete created an integrated wayfarers that included an elaborate sampling kit for North American eyeful editors, a trademark and product microsite as well as trademark and product videos. See Case Study Pre:Empt Series Bringing YouthfulRequestto an Established Anti-AgingTrademarkPerricone MD is a San Francisco-based line of premium anti-aging skincare products. In 2016, as part of the brand’s new positioning “Serious well-nigh Beauty”, Concrete created and launched the Pre:Empt Series. This series of products was directed at a new regulars for the trademark – millennials who were interested in maintaining healthy skin and its youthful appearance. The new product franchise was to request to this younger demographic while remaining true to the voice and visual cues of the established brand. See Case Study Made Good Creating aTrademarkGood for Planet, People and Profits MadeGood is a line of organic fruit and nut bar products made with the purest and simplest ingredient list possible, all while maintaining optimal nutritional value and unconfined taste. The visitor embraces the Triple Bottom Line (3Ps) philosophy of simultaneously maximizing goody to Planet, People and Profits. See Case Study Joe Fresh A Canadian Icon Gets a Global Makeover As part of the Joe Fresh’s plan for expansion into global markets, Concrete was engaged to update Canada’s largest wardrobe brand. Concrete undertook an inspect of the unshortened Joe FreshTrademark– trademark story, visual identity, and visual and verbal trademark voice – and created a comprehensive set of trademark standards that featured a bolder logo, whimsical language and increasingly expressive on-figure photography. The project moreover involved the megacosm and packaging of sub-brand categories that included beauty, intimates and denim. See Case Study Capo Capo Infusing a Modern Spirit Into an ItalianArchetypeCapo Capo is a joint venture between Concrete, a group of entrepreneurs in the wine sector, and a century-old Italian maker of fine spirits. A reinvention of the archetype Italian ‘apperitivi rossi,’ Capo Capo blends the romance of fine Italian artisanal spirits with trendy cocktail culture. Concrete created the strategic positioning and integrated trademark wayfarers that included name, visual identity, product packaging, promotional material, website and social media. See Case Study McDonald’s No Longer Your Father’s Golden Arches Concrete was engaged by McDonald’s as part of the iconic brand’s global initiative of redesigning all its restaurants. Concrete created multiple environmental graphic packages for the North American market. The strategy was to create various themed interior graphics that communicated the company’s values while moreover permitting for the variability demanded by specific location and owner/operator requirements. The environmental components include primary graphics, patterns, verisimilitude stripes, and legacy, energizing, and localizing graphics. See Case Study MEC Making a GreatTrademarkMore Accessible to a WiderRegularsDespite positive trademark recognition, Mountain Equipment Co-op, an iconic Canadian retailer of outdoor recreation suit and gear, engaged in a trademark update as part of its efforts to increase its market share. As part of a comprehensive trademark renewal, Concrete ripened the positioning, “We Are All Outsiders,” shifting the trademark yonder from its “hardcore outdoor” image. The project included a new visual identity supported by a multi-platform launch wayfarers – product labeling, website, store signage, packaging, video and advertising. See Case Study Loblaws Creating a Housewares Destination Loblaw Companies is Canada’s largest supplies retailer. The visitor was looking to transpiration customers’ perceptions of their housewares product offering. The intent was to present the retailer as unconfined a destination for housewares as it is for one’s daily groceries. Concrete created and executed a marketing platform that presented their product offering as upper quality and upper style within a value price context. The platform accommodates a variety of product types in both print and digital media, all unsteadfast to a variety of Loblaws variegated store banners. See Case Study Tangerine Transitioning an EstablishedWallto a New Identity When ING Direct Canada was uninventive by Scotiabank from the Dutch global financial institution, the purchase try-on stipulated a name change. Concrete was selected to join a best-in-class team to transition the on-line wall to a new identity. The new trademark identity builds on the perception of ING Direct as a “challenger brand” to the established big five Canadian banks. In wing to the new visual identity, Concrete ripened a comprehensive set of graphic standards for print, razzmatazz and website. See Case Study Perricone MD Uncovering the DNA of a “Doctor Brand” San Francisco-based Perricone MD, a line of premium anti-aging skincare products, turned to Concrete when an ill-considered packaging redesign resulted in drastically unthriving sales. Concrete’s towage of the situation, recommended withdrawing the new diamond and squint to the brand’s origins as inspiration for a revitalized trademark identity. Concrete executed a well-constructed trademark overhaul that included visual identity, primary and secondary packaging, website, and advertising. Sales rebound immediately upon launch of the renewed trademark Concrete continues to work with Perricone MD on product launches, videos, media events and all other initiatives that stupefy the brand. See Case Study Keilhauer Marketing a Creative Collaboration Concrete’s relationship with Keilhauer goes when increasingly than 20 years, when the Toronto-based manufacturer of high-end, office seating was just whence its foray into the crowded North American market furniture market. Concrete has been involved in every speciality of the company’s trademark as Keilhauer has experienced 30 times the growth and has established themselves as a respected player in the sector. Concrete continues to work with the company, developing launch campaigns for new products and other trademark initiatives. See Case Study BITEEyefulCreating a Top-Selling BeautyTrademarkFrom Scratch BITEEyefulis a line of lip products made from entirely natural, food-grade ingredients. In creating the trademark identity for this startup venture, Concrete’s strategy was to position BITE as a fashion-first trademark and indulge customers to discover the “good-for-you” aspects of the line. Launched in 2012 exclusively at Sephora, BITE grew quickly rhadamanthine the retailer’s biggest selling lipstick. In fall of 2014, BITEEyefulwas uninventive by the French multi-national luxury goods group LVMH. See Case Study Lida Baday Quality in Every Thread Concrete’s work with Toronto-based malleate designer Lida Baday represents one of the agency’s many long-term vendee relationships. Over their nearly 20-year collaboration, Concrete has ripened a visual language that brings the brand’s signature style to life, employing sophisticated imagery and such unconventional models as anti-establishment grunge icon Kirsten Owen to project a sense of maturity and understated sensuality. See Case Study Unitron Repositioning and Strengthening a Global Hearing AidTrademarkConcrete’s work with global hearing aid manufacturer, Unitron, began with a trademark overhaul. Concrete ripened four unshared programs: a revised identity program to strengthen the Unitron name; a distilled and transitory trademark strategy and narrative; a new product marketing wayfarers platform; and a trademark points campaign. The principal idea of the new positioning was to create a stronger and increasingly resulting voice by placing the Unitron trademark at the cadre of all sales and marketing efforts. See Case Study Don’t Call Us Experts Learn increasingly well-nigh us Concrete © 2018 If you would like to learn increasingly well-nigh us or are interested in discussing a new project, please get in touch. Contact Us   Instagram LinkedIn