Corsa Lusso had a great name, Italian for “racing luxury,” and great idea—blending their passion for exceptional cars with their passion for exquisite coffee. They just needed a brand and a little help bringing their story to life.
Corsa Lusso needed to present itself as a premium luxury brand, but still have the license and flexibility to have a little fun. The strategy became to have luxury inspired style, but a more casual tone of voice and expression on social media and on apparel. Blending the casual attitude of car lovers hanging out and talking shop with the premium expectations of fine coffee and exotic cars.
The result was a brand representing the luxury every car guy could aspire to have in his life, positioned to have a sense of inclusion that so everyone feels welcome to join the next road trip or cars and coffee meet-up.
Corsa Lusso was launched to great fanfare, partnering with several renowned cars & coffee clubs and paving the way for other car inspired coffee brands, and being recognized in European Car Magazine and Super Street Magazine
Brand Creation and Strategy
for Corsa Lusso Coffee, LLC
Family Dollar’s business was stagnant while competitors where growing in a growing market. So they needed help generating ideas to lead the discount convenience store category and re-engage shoppers.
Family Dollar needed design and business principles they could apply to their private label brands, in-store experience, and product development and those needed to be built on relevant category insights and a quick assessment of the Family Dollar brand.
The brand assessment showed they had strong company values—oriented and helping sales associates, customers, and being embedded in the community—that could be more fully embraced. This resonated strongly with our trend discovery of shoppers looking for brands to connect with them in their community and reflect their cultural values.
The landscape audit showed there is space in the discount category to be a provider of cheap essentials while still connecting emotionally with shoppers. It would mean being more than just a deal-hunting store like Five Below, but also offering more economical value than Target.
The result was several customer centric design-principles with sketches to show how they could be brought to life. Each ideas was intended to involve at least two of their three core competencies: private label goods, in-store experience, and brand level products and services.
Strategy & Innovation, Gravity
for Family Dollar
Having identified an opportunity in the market for a natural pet food at an economical price, PetSmart wanted to create a pet food brand that could capture the emotional connection between pet parents and their beloved pets. We all want the best nutrition for our pets, but we shouldn't have to spend more on them than we do ourselves.
The moment right before we feed our pets was the inspiration—when Fido is obedient, eager, and totally dependent on us. It is the sort of moment we look forward to each day and it can represent so much about our relationships with our pets.
PetSmart was even willing to go further and used this emotional platform to strengthen their commitment to charity by providing a meal to a pet in nearby shelter for every bag of Good Natured pet food that is purchased.
Going the extra mile and translating basic brand character into meaningful action will always resonate with customers.
Lead Design, Spicefire
What started as a desire to see more culture and lifestyle focused content in cycling magazines (and less race summaries and gadget reviews) has become a personal mission to stir passion in the hearts of cyclists and motor-sport enthusiasts around the world.
The initial concept of a culture magazine exploring the reasons and passions that drive the common enthusiast now includes posters celebrating the great races in pro cycling and Formula 1 racing with plans to begin offering apparel soon.
If you're a fan, pick something up from my shop, Hors Catégorie.
Ashworth suffered from a familiar problem—aging and relevance. The brand was once seen as a pinnacle of fashion on the golf course and wanted to re-tailor the fashionable gentlemen of yesterday for the hipper and fitter players of today.
The old golfman was headed the wrong direction, both literally and figuratively. He looked slow and old, like he just had a good walk spoiled.
Instead of straining under the weight of his clubs, he should be marching proudly and politely to his tap-in for victory in the member-guest tourney. The logotype too should look fit and effortless, with just the right touch of class to pay homage to the centuries of men before him who have won and failed by the swing of the club or the grace of a good bounce.
Design, Landor Associates
A multi-billion dollar line of comprehensive oral care products, lagging sales, un-clear brand architecture. The target customer is purpose driven and motivated to improve their health—likely an early adopter for tech they believe can have a positive impact on their health and productivity.
Crest Pro-Health had new products in the works, but needed a new product architecture to showcase the coming innovation and re-energize the category.
Create an architecture and strategy to give the brand the freedom to push into more innovative and ground-breaking oral health technology that could halo across the rest of the category. Identify a path forward that made space for a mark and product that would become as iconic as Nike or Gatorade.
Correctly identifying and drawing upon brand values that resonate with shoppers is key to successful product innovation. Seeing and solving a shopper’s unmet need isn't enough. They have to alo perceive your brand as being able to do the job for them.
Two Package Decoration patents were approved to protect the design from copy-cats; final product innovations became the model for subsequent innovations for sister brands.
Concept & Design, Landor Associates
for Proctor & Gamble
USGreentech had a plan to release new product offerings, but needed a brand refresh to position themselves for success. On one side of the business, landscape design, they we’re known as “The Envirofill Guys” and the business was self sufficient, while on the other side of the business, athletic field design, they were seen as expert innovators and wanted to grow their product offerings.
They needed a more robust marketing kit with a new website and sales tools to support growth on the sports side without confusing or distracting from the landscape side of the business—where they were going to only offer one product.
The website was split into two facing. One for sports and the other for landscape, with marketing that targeted those two specific segments. On the sports side, a strong brand system was created to support the growth of new products and showcase their benefits. To drive leads and reinforce their market position as impartial experts, a turf system recommender tool was created.
Design Direction, Spicefire
for The Motz Corporation