Hot on the heels of Aesop’s rebrand for Project D London, the brand storytellers have continued working with one of its founders, Tabitha Somerset Webb, and refreshed look and feel as well as website design of her another fashion brand Tabitha of London.
branding
We recently talked to Drew Smith, Founding Partner and Creative Director of Lumen Group, who told Popsop about why he ended up in Milan and founded his own branding company there, why being sustainable meant being profitable, and about the relationship with Russia and Lumen’s Moscow-based partner agency Mildberry.
The article is written by Barbra Wright, Director of Consumer Brand Identity and Packaging at Dragon Rouge, London
For decades marketers have been using Archetype theory to better understand their brand personality and character and thus to shape their communications by pinning the characteristics of the brand around one, well-understood, character archetype.