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Join us on an amazing brand journey together with Swedencare and their hero category product ProDen PlaqueOff^®.  From brand strategy and brand concept to execution and roll-out with campaign launch, unique concept photos, and a new visual identity.

The brand journey started off with thorough brand strategy work involving interviews, workshops, and research to pave the way for telling the unique story of Swedencare and ProDen PlaqueOff^®. During a couple of beautiful summer days, we created stunning, unique imagery which captured the true essence of Swedencare and ProDen PlaqueOff^®. And, with the concept “A loving breath throughout life” the new visual identity of ProDen PlaqueOff^® and the Brand platform went live through ads, retail material, animations, and social media.

Come along on an exciting journey together with us and Swedencare as we add new chapters to the story of ProDen PlaqueOff^®.

See more and get inspired by our brand work, concept photography and campaign launch here

If you work with Adobe programs like InDesign, Illustrator, or Photoshop you might have noticed different artwork appearing on your screen before the program opens. These are so-called splash screens and are used to create attention and promote the programs. Every year Adobe commission different artists to create the designs. We think this is a fun way of highlighting the programs. In this article, we explore the different artists and Adobes’ artwork for this year’s splash screens.

Adobe Illustrator – Vibrant colours of joy

Jade Purple Brown’s artwork is the new splash screen image for Adobe Illustrator. She is a Brooklyn-based artist who has worked with brands like Refinery29 and Sephora. Brown created the splash screen image at the beginning of the pandemic. Spending a lot of time at home, she made the piece highlighting the feeling of waiting, but being hopeful through uncertainty. She uses a lot of vibrant colours to evoke joy, balanced with more neutrals like browns, blacks, and whites. “When you see my work, I want you to feel good. I want you to feel optimistic about your future and the possibilities of life, in general” she says.

Adobe InDesign – Collaborative magic

Birgit Palma and Daniel Triendl are long-time friends that teamed up to create the artwork for this year’s Adobe InDesign splash screen. When being approached by Adobe, they sat down and sketched both together and apart before merging each other’s ideas. “From there, it’s like a ping-pong match. We build of each other’s ideas and go back and forth. We’re in constant contact throughout the project.” says Triendl. According to Palma, the design changes quite a bit from start to finish when collaborating;” I may illustrate something and then send it to him to work on. While he’s working, I’ll prepare the colour scheme and then send it to him to make it better” she says.

Adobe Photoshop – Doors to imaginary worlds

Ted Chin’s artwork is the new splash screen image for Adobe Photoshop. As an expert photographer and composite artist, Photoshop is core to him. With a family of engineers and his long-time passion for manga, Pixar, and Studio Ghibli, digital art with its blend of creativity and technology is a perfect match. Chin often works with stock images and draws inspiration from artists like Salvador Dalí and René Magritte. “Their artworks send a strong message, and it can mean nothing or anything, but they want you to look at it and think about it,” says Chin. “I’m really drawn to that feeling of opening up a door of an imaginary world. You can interrupt reality any way you want” he says.

If you want to see more creations by the artists, you can check out the Instagram accounts of Jade Purple Brown, Birgit Palma, Daniel Triendl and Ted Chin.

 

MAJBLOMMAN DESIGN GOES TIGER AND ZEBRA
The 2021 Majblomma might be the wildest ever, with its design combining zebra and tiger striped pattern. The colours and design are always created by children who also chooses the layout through an app vote among the thousands of proposals that are sent in. Over the years the colour combinations have been as diversified and beautiful as the children they support. Take a trip down memory lane and see how many you remember!

Every single krona contributes to Majblomman’s work for children. For more than 100 years they have supported the work against child poverty in Sweden. Click here and support the cause here

CREATING CONSUMER ENGAGEMENT
How do we involve and create attention among our customers? By developing a unique activity that encourage engagement, creates incentives for sharing and spreads across different channels, connecting online and offline activity. With uniquely developed recipes, inspiring cookie names, a playful colour palette and beautiful photography we created a sweet campaign for our customer Storck.

A SWEET CAMPAIGN
For the Toffifee Easter Campaign we set up a strategy combining digital and in-store marketing with a clear concept idea, design, messaging and mechanics, expressed through uniquely made recipes and concept images. The campaign built upon the idea of baking with Toffifee together with the family, playing on a Swedish nursery rhyme. It was taken live simultaneously cross platforms on different channels both digital and instore.

DRIVING CONVERSATION
There are several ways to connect online and offline activity, and in the end drive in-store traffic. From tried-and-tested tactics like discounts and sales, to larger initiatives such as in-store events or why not engage your customers digitally to create attention. One thing is sure ­– there no shortage of ideas you can tap into if you want to increase your store visits. But the real key to success lies in your overall strategy. Being clear with your target audience and leveraging the right tools is critical to ensuring that your campaigns not only bring in more people but are driving conversions at the same time. Storcks’ Easter Campaign “#bakamedtoffifee is a telling example of this.

Read the whole case here

Our client aXichem is an innovative biotechnology company specialising in the development of natural analogue ingredients. aXichem’s Phenylcapsaicin is a natural analogue substance, which is a synthetically developed and patented chemical compound of the chili pepper extract, capsaicin.

After successful clinical studies, the company is now launching commercially. Adentity is proud to be aXichems’s partner for strategic marketing and sales communication. We support aXichem with both corporate market communication as well as marketing and sales communication for the prioritised market segments aXivite and aXiphen-feed with full-service agency work.

See our work

Capturing a transforming design vision! This is the story about how a co-op between an architect and Bona resulted in a beautiful floor as well as stunning marketing material. As part of a creative concept developed for a product launch with Bona, we organised a photoshoot and a collaboration with a unique design and renovation project.

A Mini Castle in Malmö was turned into a modern office space for co-working. The traditional worn herringbone was transformed into a splendid whitewashed floor using Bona Nordic Frost. The aim was to create a natural atmosphere that would highlight the genuine beauty of wood floors. Showing wooden floors in their best light. The result created a light, Scandinavian feel. We love the inspiring ambience a beautiful floor can provide. We couldn’t have asked for a better result!

Thanks to the architect studio Jonas Lindvall A&D for making the design, floor renovation and photo session possible. Thanks to the professional craftsmen from Bona that did a great job renovating the floors.

More than just brand identification! The world of graphic design is an ever-changing landscape. It holds the power to educate, inform and convince through colour transitions, personalized fonts and illustrations. In this article we assembled a list of design trends of 2020 that will influence the year to come.

Minimalism through lines

Line art and minimalistic graphic design was one of 2020’s main trends. The trend could be seen as a result of many large-scale changes in the world over the past year. It has breached many areas of application and is now popular in everything from websites and packaging design to clothing and interior. A beautiful example of the line art trend is the packaging design Èlaboratíum by Stepan Solodkov.

Playing with letters

Let’s talk about fonts. Why? Content is the “king” of a site or an ad post. Typography is generally not to be messed around with, but with the trend of kinetic typography, stretching, twisting and distorting letters has become a way to create bold combinations and contrasts. We especially want to lift Jasmina Zornić, a graphic designer based in Belgrade, known for her colourful, bold type design and playful branding. Jasmina experiments with typography and takes a lot of inspiration from popular songs.

Colours meet geometrics

2021 will provide a lot of freedom for colour matching. Colour combinations is usually created to dilute visual perception. Combining real-life photos with simple illustrations replacing parts of the photo with colour has become a trend. Temi Coker, widely known for his creative approach in photography and design, explores this technique where black and white tones are paired with bright colours, photographed portraits and surreal illustrations.

What are your predictions for 2021?

For the eleventh year in a row the annual calendar for Phyllis Memorial Children’s Home and Academy is finished and shipped off to their Swedish support organisation Kampi Ya Motos Barn, hopefully creating a rush to the store. The calendar is sold for the benefit of raising money for the Children’s Home in Kenya.

The work with the calendar is part of our CSR work where we design and print the annual calendar as well as all Kampi Ya Moto’s marketing material pro bono. All the revenue from the calendars goes directly to the children’s home. Read more about our work here.

The Phyllis Memorial Children’s home is based in Kenya, in the village of Kampi Ya Moto, which is Swahili for “The village in the Sun”. They care for 58 orphan children, in ages ranging from pre-school up to high school, with different backgrounds. Some have been living on the streets, others with relatives, but all of them have had a very tough start in life. As well as providing a loving home, Phyllis Memorial also provides education for both its own pupils and children from the local villages.

For more information about Kampi ya Motos Barn and how you can support Phyllis Memorial Children’s Home and Academy, visit kampiyamotosbarn.se.

We are happy to make a difference – From Malmö to Kenya!

A day with secret ingredients of culture through time and true Danish Hygge! The Adentity team decided to take the train over to our neighbouring country for an inspiring day with a journey of culture, inspiration and culinary delights. Follow us on our handpicked tour of the gems of the Danish capital! 

A hygge breakfast

Through cobbled streets with its colourful houses, we started our day with breakfast in the spirit of true Danish Hygge. We went to the warm and inviting “Café no 11”, charmingly located at Sankt Annæ Plads in the heart of the city. Served light natural food and artisan coffee in an Instagram friendly surrounding, we enjoyed a delicious breakfast in the sun.

Glypoteket

Copenhagen is a great city for art lovers and home to internationally acknowledged art museums, as well as boosting some fantastic themed and historic museums. We went to visit Glypoteket and their newest exhibition Animals and People featuring internationally acclaimed contemporary artist Tal R. Glypoteket was founded by the Carlsberg brewer Carl Jacobsen and contains two main departments of art – the department of antiquities and the modern department. It was a delightful stroll through 35 000 years of art and history in a beautiful architectural surrounding.

Lunch o’clock

A cosy stroll through the best parts of Copenhagen took us to a gastronomic experience at Gasoline Grill in the sunny weather. Gasoline Grill is originally an old gas station that was transformed into a real American burger joint. It is said to have one of the best burgers in the city and it definitely lived up to its reputation. They have mastered a fantastic burger. Grab one for the go or sit down, either way, we promise you won’t regret it.

Inspiring retail concepts

Next on our tour we headed to two interior design shops, HAY House and Beau Marché. HAY’s concept store houses two floors filled with colours, shapes and design at Strøget. They create contemporary furniture and design with an eye for modern living. From danish design to a nugget of nugget of Frenchnes, Beau Marché. In the back yard between Kongens Nytorv, Strøget, and Gothersgade, which is full of old houses, lovely little cafés and restaurants, the hidden gem Beau Marché is located. A combined French café and a stylish interior design shop. Two shops that truly inspire with their different retail approaches.

Kunsthal Charlottenborg

From contemporary design to contemporary art! Next up was Kunsthal Charlottenborg, one of the largest exhibition spaces for contemporary art in Europe located by Nyhavn. Here you’ll experience exhibitions and events with a strong international focus. We went to se Afgang, the annual exhibition for the graduates from the Royal Danish Academy of Fine Arts’ Schools of Visual Arts.

Afternoon adventures

Our final destination was Apollo bar and the beautiful surroundings of Nyhavn. There we enjoyed the last rays of sun before heading back to Malmö, filled with creativity and feeling truly refreshed.

 

Why is one campaign more successful than another? A challenging part of working with campaign and product launches is landing in a strong concept. Both catching the attention of our target group as well as the point and benefit with the product or solution. A concept with a brand benefit.

Creativity within the brand frames

A successful campaign encompasses consistency with the brand, creativity and product benefits. If the homework is done with the communication platform (read more about that here) you have the groundwork in place. The market strategy and brand position set the foundation of every product campaign. It is the red thread through all marketing activities and will create consistency and future proof your brand.

Go beyond and express a metaphor

When promoting a specific product, a common focus is to highlight a strong benefit with a thought-out key messaging, a focus that can all be well and effective. However, doing a concept out of that key messaging and benefit is to go beyond that and express it as a metaphor that will be etched into people’s minds. For whom is the campaign for, what do we want to achieve, what feeling do we want the target group to have, how do we add value to our customers – all these aspects should be considered.

 The magic team work

In search for a concept, the metaphor, you’ll need to work with many ideas. Make sketches, try out creative universes, and see how it works, try ideas, and abandon them. The idea process goes on night and day, even in your sleep. This process is a team process where everyone in the team has to contribute from creative director, account director, art direction to copy and project management. This is not a one man show, it is the best of team work. Each meeting takes you one step ahead, creative feedback is important also for killing ideas and steering the process forward. To have a strong creative process management towards a goal. What is presented to the client is then just the top of the iceberg.

The importance of the creative feedback loop

We also need to test the concept, internally and externally to see what road to take. We need to listen to this creative feedback and do some value-driven trial and error – what works and what doesn’t?  When these insights are combined with the product specifics, the brand essence and the team work magic is happening and a concept vividly imprinted is formed.

The essence of a concept – a good marketing investment

When you understand the brand essence, you also feel confident in how to create a value-based concept expressing a brand benefit, with a thought-out product specific content and strong key messaging that lasts over time. This is the essence of concept development.  A strong concept is a good tool for success and a brilliant marketing investment.

How could a more conceptual approach strengthen your brand?

Adentity has more than 15 years of experience as a full-service agency that strengthens brands through integrated media communication. We work closely with some of the world’s highest ranked global brands such as Sony Mobile, Alfa Laval, Axis, Brio, Kinder and Tetra Pak.

 Our passion is to strengthen companies by building consistent value-based communication in line with corporate ambitions. Adentity’s mission is to create business impact through attractive and intelligent communication, building strong market positions for our clients.

Bona Deep – With an eye for the extraordinary

The concept “Deep Floor Passion” captures the essence of the product by visualizing intensity and depth through a stunning eye in a dark wooden floor.

Alfa Laval Solar – A cool campaign for reliability

Reliability installed conceptualised the benefits of easy installation, reliability and the robustness of the range of outdoor coolers for Alfa Laval. The concept with a safety hook conveys the message of reliability in a simple and convincing way and captures the essence of the product aiming right at the heart of the target group. Read more

Bona Mega – A hero for everyday challenges

No matter if it’s wine spill or scuff marks from shoes, the floor lacquer Bona Mega from Bona delivers all protection a floor needs against everyday use. Read more

Tetra Pak – Pets go green

Introducing Tetra Recart’s innovative carton package to the pet care industry required an eye-catching concept. With focus on the interaction between pet owners and their pets and with a clear focus on nature and sustainability our furry friends took a great leap into the Tetra Recart business. Read more

Renässans Plus – Däppt i Däsan

Inspired by phonetics, this campaign cleverly expresses the way we all sound with a blocked nose! Positioned as the natural and safe alternative, Renässans Plus is a soothing saline solution for relieving symptoms of nasal congestion. Read more

Bona Oil system – Create your own wood story

Bona oils brings out the uniqueness of a floor so by focusing on inspiration and the Bona features of design, craft, care the Bona Oil System campaign aimed to inspire floor owners and contractors to creating a floor from vision to reality, bringing out the unique character of each wooden floor. Read more

Bona Titan – A strong campaign

With exceptional strength the Bona adhesive Bona Titan is unique with its quadruple cross-linking technology. Conceptualising this by visualising the strength and iconising the technology created a strong campaign! Read more

This spring Majblomman took the stand to sell digital Majblommor. Beautifully executed through key visuals that encourage interaction and engagement in social media. Every single krona contributes to Majblomman’s work for children. 🌸

 

How to develop a brand & communication platform and make your brand future proof? In this article, we share some insights where to start, how to build a strong market position and how to keep all important marketing tools in place.  Let your brand journey begin!

Why a brand platform?

The brand and communication platform is about making the brand clear, relevant and attractive by finding the brand essence and defining your strategic value position. A successful communication platform lets you rest in your brand position and enables you to be agile yet keeping focus on doing the right thing. It lets you unleash creativity within the frames and helps you keep order in your marketing toolbox concerning the visual and key messaging of the brand. It is about creating clarity rather than haze – launch quality rather than quantity.

It’s not about the money, it’s about the process

The ambition steers the budget, but a good outcome is always the result of the process. How is this done then? It all starts with understanding your brand’s primary battlefield, consumer segments or simply the reason to exist. We need to answer the questions “What’s our point?” and “Why should anyone care?” as well as understand future trends and drivers influencing our industry. After that is in place, you can formulate a positioning statement that will be the key for the brand story.

Involving is the key

Our mantra is that implementation of a new brand platform starts at day one by involving key stakeholders in the process. To be successful in the brand building you need to have the organization behind you, or else the risk is obvious that you will have some know-it-all patronizing the whole idea and the implementation will be a much longer path to walk. We need to connect the internal values with the external and the key here is to involve stakeholders like market companies as well as sales, product managers and central management in the process through interviews and workshops.

Brand benefit conceptualized

When the brand position is in place and the organization is behind it, the conceptual outlines needs to be developed, tested and evaluated. You need to develop a concept that strikes the nerve with a unique essence of the identity of the organization that inspire to interact with your brand. Before launching it also has to be tested, with the stakeholders’ creative feedback taken into account, to create a concept that your company can feel passionate about and feel proud to drive for a long time. Good concepts last over time! This means being creative, but consistent. Customers tend to value relevance and consistency over originality.

Involve, interact and connect!

Last but not least, to communicate the new platform and concept we need a relevant campaign planning with a number of appealing integrated concept-guided campaigns and of course tracking the results. Find the most relevant window of opportunity based on the media consumption of the target group. To be successful, focus on a limited number of windows and dominate them, be it social media, fairs or outdoor campaigns, there are different windows to meet up with your target groups. Be clever and creative, create loops and partner up with related brands, influencers and target groups: Involve, interact and connect!

A strong branding and communication platform creates clarity to where you are heading. Its tools promote agility and saves cost when the key messages, key visuals and templates are all in place. In the end, it helps you keep the toolbox in order for you to create great marketing deeds.

Bona Brand Book – Taking a brand one step further

To take the Bona Brand one step further Adentity did a full analysis of the brand together with the Bona teams in Sweden and US. Target groups, conceptual expressions, colour analysis, and visual language discussions, were all thoroughly researched through interviews, workshops and material to find the optimal conceptual route which the new Brand Book was based upon. Read more

 

Brio Communication platform – Connecting generations

What is at the heart of the Brio Brand? To find that out we did in-depth interviews with consumers and trade partners across three continents landing in the insight that Brio connects generations. Read more

 

Tetra Recart – Open up to the 21^st century alternative to canned food

When Tetra Pak introduced Tetra Recart it was a complete new, innovative packaging and processing system for food. Analysing parameters of the core positioning for the company, customers and competition the value position was established which marked the basis for the brand and communication platform for Tetra Recart. Read more

 

Alfa Laval – Extending the Alfa Laval experience

To show the unique value and commitment of Alfa Laval’s aftersales support and service department, we connected the brand reason with the product benefit and created an umbrella strategy. Identifying customer profiles across different markets, together with identifying core characteristics that Alfa Laval value, a platform was developed. With a target group focus, a clear concept with reason why, a balance between brand and product and securing communication loops with theme campaigns on regular basis we brought the conceptual statement of Extending Performance alive. Read more

Adentity has more than 15 years of experience as a full-service agency that strengthens brands through integrated media communication. We work closely with some of the world’s highest ranked global brands such as Sony Mobile, Alfa Laval, Axis, Brio, Kinder and Tetra Pak.

Our passion is to strengthen companies by building consistent value-based communication in line with corporate ambitions. Adentity’s mission is to create business impact through attractive and intelligent communication, building strong market positions for our clients.

The company of the year

What does it take to become “The company of the year” in Malmö? Of course, having a flourishing business, but also perhaps being a client of ours…For the second time in 3 years one of our clients have received the finest business award at Malmö Business Gala.

The award goes to a company in Malmö, who for a couple of years, through their way of running and developing the company, serves as a role model for business in the city. Anyone in Malmö can nominate their favourite company and the winners are selected by a jury of former award winners, representatives from the city and other players in the business community.

 

The award winners

Two years ago, in 2018, the award went to our client Bona, which we have worked together throughout three brand platforms, an environmental platform and countless of successful campaigns. The win was based on the family-owned company’s focus on innovation, sustainability and the environment, combined with promoting diversity and CSR. A focus that runs through all the branding and marketing material developed during the years.

This year another family-owned business was awarded “The company of the year”. Larsa Foods, whom we developed a brand platform and packaging design concept for, are Sweden’s leading independent food wholesaler with a specialty in importing exotic foods from the Mediterranean and Middle East. In the re-design, the packaging was given a unique, graphical pattern where Scandinavia meets a taste of the orient.

 

Strong branding

With the launch of a new design, the range gained attention and increased in sales. The motivation for the award was based on Larsa Foods inspiring journey as a local player with a global perspective that has made an impressive growth over the years.

Building strong brands and developing strong concepts is done through a long-term and consistent work. Being true to its brand and heritage is crucial when developing a company and keeping to the brand essence is one key to success. A clear vision of what you want and having all the right tools to achieve it creates a solid base for great marketing communication.

Congratulations to Husam Meizar, the CEO and founder of Larsa Foods and his employees for the award and being a true role model as a company.

Adentity highlights from Packaging of the World:

Rebranding of Larsa Foods product packaging highlighted,

New design of Larsa Food’s “Strawberry Ayran” in focus

Refreshed look of Larsa Food’s “Natural yogurt” presented

 

Starka varumärken byggs och starka koncept skapas, genom ett långsiktigt och pågående arbete, där kvalitet är viktigare än kvantitet. Att investera tid i att tänka och arbeta igenom ditt varumärke, låter dig möta konkurrensen långt innan den möter dig.

I varje liten social media post trattas dagligen ditt varumärke ner – i budskapet, filmen, hashtaggen, konceptet. Att vara taktisk och fånga möjligheterna i dagen kan du bara göra om du vet vart ditt varumärke vill och har en solid bas för din marknadskommunikation. Vi vill ta dig på en varumärkesresa med tips för att skapa en starkare varumärkeskommunikation.

Att kunna se den röda tråden rakt igenom marknadskommunikationen – det är mindfulness för kommunikatörer och marknadsförare eller vad vi kallar Brandfullness.

Vi delar med oss av tips, modeller, case exempel och insikter från arbetet med att skapa kommunikationsplattformar och integrerade kampanjer för internationella kunder och varumärken.

Kom och låt dig inspireras och börja dagen med Brandfullness. Välkommen.

Var: Quality Hotel The Mill, Amiralsgatan 19, 21155 Malmö
När: kl 07:00 – 08:30, 7 februari

Anmäl dig här!

Now the annual calendar for Phyllis Memorial Children’s Home and Academy is finished and shipped off to their Swedish support organisation Kampi Ya Motos Barn, hopefully creating a rush to the store. The calendar is sold for the benefit of raising money for the Children’s Home in Kenya.

This year we are celebrating our 10^th year of supporting the Children’s Home in Kenya. The work with the calendar is part of our CSR work where we design and print the annual calendar as well as all Kampi Ya Moto’s marketing material pro bono. All the revenue from the calendrers goes directly to the children’s home. Read more about our work here

The Phyllis Memorial Children’s home is based in Kenya, in the village of Kampi Ya Moto, which is Swahili for “The village in the Sun”. They care for 59 orphan children, in ages ranging from pre-school up to high school, with different backgrounds. Some have been living on the streets, others with relatives, but all of them have had a very tough start in life. As well as providing a loving home, Phyllis Memorial also provides education for both its own pupils and children from the local villages.

When Ruth, the manager of the Children’s home aka the children’s “aunt”, visited Sweden, and Malmö, for the first time, she and her colleagues from Kampi Ya Motos Barn stopped by our office to give us an insight into the daily life of the children and how the home has developed over the years which we are truly grateful of the opportunity to contribute to contribute to this.

For more information about Kampi ya Motos Barn and how you can support Phyllis Memorial Children’s Home and Academy, visit kampiyamotosbarn.se.

We are happy to make a difference – From Malmö to Kenya!