the conviction behind it.

Put the brand in the heart of business strategyThe product, the promise, the experience, and

Reverse engineering of a brand design project.

BRANDING & DESIGN

RESEARCHThe importance of research and observation.

Observe and understand human behavior is the first step of the design process. Good design encourages good habits, simplifies people’s lifes and adds value. Since the product is going to be part of the user expe-rience the designer has to observe human interactions and behaviors in order to shape the best relation between the user and the brand.

Research helps to keep a direction and to syntetize areas of interest. The output of the research step is usually a map of trend (macro and micro). This map is a usefull tool to start identify the scenario we want our product to be part of.

SOCIAL TRENDCONSUMPTION TRENDPRODUCT TREND

SCENARIODesign tools to drive the project

Design is not just about how things looks like, it’s about their identity and personality. Brands are not alone in the market, they play with competitors and partners. Design tools helps brand to shape their iden-tity in relation to the context that is fluid and dynamic.

The scenario is like a blurred landscape of opportuni-ty for the brand. The concept is an hypothesis of focus inside a scenario. The concept is the core, the insight, the DNA that inspires and shapes everything.

DRIVERS OF INNOVATIONMAP OF BRAND POSITIONING

CONCEPT

The concept is the core, the insight, the DNA that inspire everything. The concept is the unique MIX that makes the brand “protected” from copies and weak positioning.

STORYTELLINGPOSITIONINGMISSION/VISIONVALUESPROMISE

IDENTITY

Doesn’t matter wich is the field of application of the design process, the identity is the tangible application of a concept. Identity is the step of shaping.

VISUAL

PHYSICAL

DIGITAL

INTANGIBLE SERVICES

2015 DESIGN TRENDlast update March 2015

VISUAL AUTHENTICITYLUXURY OF LESSULTRA-PUREBIOBASED

VISUAL AUTHENTICITY

Visual Authenticity is a trend that marks a significant departure from the mainstream, yet it is quickly be-coming mainstream in itself. This trend visually marks a complete rejection of established corporate brand design. Visual Authenticity is a response to shifting consumer values, with many consumers no longer wanting to rely on, or trusting, established brands. Appetites are skewing towards more real, quality and honest products. Products that appear uncomplica-ted, yet are crafted, maybe even vintage inspired. It’s about products that illustrate trust and create inadver-tent human connection.

TREND CHARACTERISTICS:

- Handwritten, raw, freeform, or sketchy typography- May include vintage inspired references or typo- Hand rendered, simple illustrations- Natural color palettes

LUXURY OF LESS

Luxury of Less is a trend that represents a new gene-ration of luxury goods that are less reliant on establi-shed luxury brands names and ostentatious, flashy, over-design. In this post-recession era, a new wave of luxury branding is emerging, especially in Western cultures. I call this the Luxury of Less. In this new era, packaging design and luxury branding are being desi-gned to whisper, rather than shout. The era where the overall brand experience is valued almost as much as the actual product itself. Often times, more. Although the economic climate has changed for luxury brands, there is still a strong need for their brands to express quality, heritage, provenance, and luxury values. Gone are the days of excess, over done, and unappro-achable branding. This new wave is all about brands that are exude class, rather than flash. Subtle cues in the packaging are the most important aspect of the brand. It is a return to a well-crafted and well-conside-red notion of luxury.

TREND CHARACTERISTICS:

- Subtle, understated design cues- Tactile textures- Soft, understated color palettes- Hand drawn icons, emblems, or graphic elements

ULTRA-PURE

Ultra-Pure is a trend where brands are looking to cre-ate pure, stark, highly minimal stripped back brands, packaging systems, and brand environments. This trend is a reaction to growing consumer appreciation and desire for minimally designed brands and pro-ducts. Ultra-Pure takes brand minimalism a step far-ther: It is the process or reducing a brand’s essence into the purest, simplest abstract form. It is the oppo-site of excess, it is the ultimate expression of brand purity.

The brand is typically expressed through simple ab-stract shapes, usually representing some aspect of the product itself. It relies on an absence of branding: there are usually no traditional logos. Rather, brands following this trend typically use simple sans-serif style typography for both the brand’s logo and the packaging typography. Ultra-Pure is a bold brand sta-tement, usually with monochromatic or dichromatic color schemes.

TREND CHARACTERISTICS:

- Monochromatic or dichromatic- Straight forward and stark design- No traditional logos, generally a minimal word mark- Abstract, geometric shapes, patterns, graphic elements

BIO BASED

Biobased packaging is not necessarily a new trend in package design, rather, it is a next- generation techno-logical evolution of sustainable packaging materials. Consumers are demanding pure, honest, and environ-mentally responsible products and packaging. There has been a recent surge of new Bio-Tech substrate in-novations inspired by nature, with the goal of reducing our carbon footprint. Packaging designers themselves have become much more aware, and hyper-vigilant about the problem of packaging waste and its impact on our planet, and how it will affect the next generation of humanity. We are beginning to feel a real obligation to push the boundaries of packaging substrates in or-der to protect the future of our the planet. That’s no easy task.Luckily, these new sustainable packaging innovations are on the horizon, and designers, compa-nies, and consumers are beginning to experiment with these new innovative substrates.

TREND CHARACTERISTICS:

- New innovative substrates made from natural mate-rials- Inspired by the biology of nature- Edible packaging substrates- Carbon Neutral

ABOUT ME

I’m a brand designer specialized in the organic co-smetic market. I help my clients to shape their brand from zero. I collaborate with copywriter, illustrators, web and app developers, printers... to convert in rea-lity all the brand touch point. In 2013 I’ve founded AGRONAUTI COSMETICS, a vegan organic brand of beauty products. Since 2014 I’m partner at BLANCO YOGA Studio.

I’d like to know more about you. www.robertagheda.itinfo@robertagheda.it

MY WORK

Published worksBIO A+OEAGRONAUTI COSMETICS