The perfect color used consistently, typography that's original, arresting imagery, a trademark that speaks volumes, packaging that's distinctive, the perfect paper for printing... they're all part of a design voice that speaks volumes and one that serves as the conduit between the consumer and the brand. This voice is often the only one representing a brand. And even if it's threaded through another component, this voice must be well tuned in order to allow a brand to sing.
For the brand voice to sing it must be clear. Being brief and concise is paramount in today’s marketplace. With so much happening so quickly, that clarity is necessary to create a lasting impression.
The brand must be effective to allow the design voice to tell a story that resonates with the audience and moves them to the point of action.
The brand voice must be creative to cut through the sea of sameness in a way that makes sense to the product or service.
The brand voice must be appropriate by hitting the target audience right where they like it. The design voice speaks to them as a peer or as a friend, talking to them on the right level. Not talking over them or down to them, but right to them.
A brand with a great voice? Tazo tea. Have you ever seen a TV spot featuring Tazo tea? Heard a radio spot? Seen a billboard for it? Probably not. But if you've been near the tea aisle in the grocery store or been to a Starbuck's then you've probably heard (or seen) the voice.
Yes, Tazo is simply packaged tea but it uses a design voice that is so deep, rich and well-orchestrated that its beauty permeates the entire product line. The brand, designed by Sandstrom Design, entered a burgeoning category steeped in history with a singular vision: to develop a brand system that looked and sounded storied, authentic and special.
Keep in mind that tea drinkers (and I'm generalizing) are a slightly different breed. They're indulgent and well read. They see the consumption of tea as an experience that begins with the brand, the package, and the voice. Tea drinkers don't simply grab a tea--they select a friend to sit down and have a chat with. That's what makes the Tazo experience so unique: each package is laden with quirky information and lore. To read and indulge in every story and phrase on one of their packages would take at least 6 or 7 minutes. The typography and color scheme is simple yet layered beautifully. Each is as deep, rich and flavorful as the teas themselves.
A well designed voice will allow a brand to be present when nothing else can be. That voice can be felt in an empty room, when the power is out or in the midst of complete silence. •
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