Tagline brainstorm

I began with Mooch’s tagline that they have already which is “I’m natural” and started jotting down phrases that popped into my head:

  • I’m natural.
  • I’m a natural.
  • I’m all natural.
  • Natural goodness.
  • All natural goodness.
  • Frozen goodness.
  • Natural Frozen goodness.
  • Natural Mooch goodness.
  • Mooch natural goodness.
  • How do you Mooch?
  • What’s your Mooch?
  • What’s your Mooch style?
  • Mooch it your way.
  • Make it your Mooch.
  • The healthier alternative.
  • Healthier alternative.
  • Better than ice cream.
  • Healthier than ice cream.
  • No fat nonsense!
  • It’s like ice cream, but not really.
  • Cooler than ice cream!
  • Low fat frozen yogurt. It’s not a joke.
  • It’s not a joke.


Playing around with Logo

After doing a thorough search about rebranding, I realised that it doesn’t have to be anything bold or drastic change.  It’s the subtlety in any redesign that makes it work for the company.  So keeping that in mind I have redesigned the Mooch logo by playing around with the word and the tag line that the have – “Natural Frozen Yogurt”

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As you can see, I have kept to only the purple and white colour scheme and not include the pink.  Feedback from last semester about the colour pink is that I have to be careful that the logo appeals to everyone and I would risk gender stereotyping if the pink was used.

Successful re-branding campaign 10: Shell


Since first appearing in the early 1900s, the Shell logo has moved from a realistic rendering of scallop shell, to today’s bold shape with distinctive colours. Both the word “Shell” and the Shell symbol may have been suggested to Marcus Samuel and Company (original founders) by another interested party. A certain Mr Graham (of apparent Scottish origins) imported Samuel’s kerosene into India and sold it as ‘Graham’s Oil’. He became a director of The “Shell” Transport and Trading Company, and there is some evidence that the Shell emblem was taken from his family coat of arms.

It was around 1915 when the rendering allowed for easier reproduction, shown in the 1930s symbol above.

Colour in the Shell logo was brought into the design in 1915 when it first appeared with the construction of Shell’s first service stations in California. Not only did Red and yellow help Shell stand out, but they’re also the colours of Spain, where many early Californian settlers were born. An alternative idea about the Shell colours was that Mr Graham, the Scottish director, suggested using red and yellow, as they form the basis for the Royal Standard of Scotland.

In the days before fax machines and the internet, many logos included subtle details that would become blurred at small sizes. From the 1950s onwards, the icon became more and more simplified, improving recognition and memorability. The 1971 logo, which is still used today, was designed by the French-born Raymond Loewy, who also created logos for BP and Exxon. The logo has become so recognizable that it often appears without the company’s name to identify it. This focus on the symbol in isolation can be made when combined with a huge marketing budget — think Nike’s swoosh, McDonalds’ golden arches, Starbucks’ mermaid, (and we can add to this) Wendy’s Girl



Successful re-branding campaign 09: Yellow Pages

Screen Shot 2014-04-08 at 04.34.39

Click for video.

YP, or Yellow Pages as people used to know it by, was a book catalogue of numbers that everyone used to look up to find services. Yellow Pages was invented in 1886, and since then it definitely drastically needed an uplift in it’s approach.  Because, what use is a book of numbers, when Google exists this day and age right? But now there’s a new way to get everyday tasks done. Enter YP, “the new way to do”— or, the Yellow Pages reinvented and rebranded for a new audience and a new age. yellow_pages_rebrand_main Anticipating the decline of its print business, and recognizing the need to make a strong move into digital and mobile channels, YP has focused its vision.  YP targets a specific group—“doers”—with a clean, bold, and direct approach. Through its app and website, YP appeals to this task-orientated segment, making it easier and quicker to get things done.  YP is now poised to bring in more mobile ad revenue than Twitter in 2013. The new branding is designed to do the same, aiding doers with clear, quick, communication and celebrating the act of finishing. Screen Shot 2014-04-08 at 04.26.38 Screen Shot 2014-04-08 at 04.27.35 Looking to create a timeless mark, YP has added a configuration of an underline with a simple yellow bar. The gestures of the doer inspired the design team: underlines, checkmarks, circles, and highlights — where the yellow line becomes a visual shorthand for efficiency and task completion.  Clean, bold, typography within the brand system makes headlines quick and easy to read. Refined and focused use of yellow—a color that was previously used gratuitously as a signature cue—now points the way to useful information or highlights a result. A brisk, direct, brand voice brings refreshing personality to headlines while swiftly and succinctly delivering only what the reader needs to know. Screen Shot 2014-04-08 at 04.29.32

Successful re-branding campaign 08: Old Spice

Old Spice’s campaign, “The Man You Could Smell Like” is now a viral sensation.  It used to be a not so well known brand.  But now, because of this guy and Old Spice’s clever campaign plan they’re well known again, it’s suddenly the New Old Spice again.

And all they have done is had a series of these videos with the former NFL player Isaiah Mustafa who told women to “Look at your man, now back at me,”  Since the first commercial launched a year ago, the 70-year-old brand’s ad campaign generated tens of millions of online views and a new catch-phrase: “I’m on a horse.”

The company’s efforts worked when sales of Old Spice Body Wash—the line touted in the Wieden + Kennedy-created campaign—rose 11 percent over the past 12 months in 2010, and sales continued to gain momentum.Mustafa returned in the first of three new commercials promoting Old Spice’s latest collection of sprays, body washes and deodorants as a “scent vacation” in exotic locales (including a grass skirt).

What I’ve learned here is that re-branding doesn’t have to be elaborate. just make it into a clever ad and smart use of social media can produce a fresh identity, even for a brand that many associate with their grandfather’s deodorant.

“Old Spice didn’t change its logo, it changed the experience,”

Successful re-branding campaign 07: Wendy’s

Wendys-New Logo


Wendy’s – a fast-food restaurant unveiled this new updated logo for the first time since 1983.  Although it had gotten mixed reviews and has been called a disaster, I think the new updated logo is a fresh outtake on the original pone.  And to be fair, it was time to change after all those years.  The negativity are probably coming from those who are so used to the old Wendy’s logo and didn’t want to change it.

In the Associated Press release, it stated:

“In a move intended to signal its ongoing transformation into a higher-end hamburger chain, instead of the boxy, old-fashioned lettering against a red-and-yellow backdrop, the pared down new look features the chain’s name in a casual red font against a clean white backdrop.”

Critics are asking why the logo is just an illustrated drawing of a girl now.  And how they don’t get what it has to do with burgers – I think Wendy’s has done a Starbuck’s redesign here with the image – if you notice how very alike this is with the Siren on Starbucks.

Successful re-branding campaign 06: Microsoft



Having to compete with Apple is a great feat to overcome. But following the release of Windows Phone 7, Microsoft underwent a gradual rebranding of its product range throughout 2011 and 2012. Its logos, products, services, and websites adopted the principles and concepts of the Metro design language. These changes have made a significant impact on public opinion and perception of the brand, which has traditionally made the majority of its software profits from business sectors.

Although on doing this research about Microsoft and it’s rebranding, I have come across and article called “The Next Microsoft” and it’s not designs done by Microsoft themselves, but an art student who rebranded Microsoft in 3 days!  This student’s designs are so good that it got internet attention and there are words being said about Microsoft even hiring the student who unofficially rebranded them!