Creating a brand identity involves the development of a brand name, brand logo, design system, design applications and design manual. All these elements then work together to form the brand 'personality' and 'worldview.'

The positive feelings that users derive from their experiences with the brand merge with the image of the brand logo to create brand value in the minds of consumers. It is therefore crucial to develop a brand logo which expresses the values of the brand, triggering associations with the rich, satisfying lifestyle those values offer.

Brand Identity Development Case Study: GEORGIA
Coca Cola Japan's Georgia brand of canned coffee is the country's biggest selling soft drink by volume. The brand has long been established as the favorite of Japan's legions of 'salarymen,' but Coca Cold decided to embark on a brand renewal to address the diversification of consumer needs and invigorate the brand in order to widen its audience.

Bravis created a new logo incorporating Georgia's key values of 'sure quality and a rich aroma.' The letter 'O,' tweaked to look like a bean emitting a rich fragrance, expresses the aroma element. The sinuous shape of the 'O' communicates the worldview and aroma of the brand by evoking the satisfaction a cup of coffee gives when you are tired and want to relax.

Bravis created a design system based on the two key elements of the brand logo with the 'O' graphic and the blue brand color. We then developed a unified range of design applications.

With a soft drink brand like Georgia, the package design is the most important touch point between consumers and the brand. By creating a design system, Bravis ensured that the whole Georgia product range properly embodies the brand worldview.

The brand identity should accurately express the brand's unique worldview. But that is not all. It should also symbolize the values and vision of the brand to create a strong imaginative and emotional bond between brand and consumer.