REDS TO IMPRESS
January 30, 2012
This fall we worked with the LCBO to develop a thematic campaign that helps consumers pick the perfect red wine for any occasion. (more…)
CD CAPITAL IDENTITY
January 30, 2012
CD Capital, an investment company focussed on real estate development and value-add investment, required to redesign to increase the impact and visibility of its brand – particularly in exterior applications. (more…)
Posted in IDENTITIES, NEW WORK
EVERY MILESTONE DESERVES A CELEBRATION
January 30, 2012
Have to love a client who is so excited by their new business cards that they not only came by to pick them up personally, but also brought some bubbly to mark the occasion!
Posted in INSPIRATION, NEW WORK
HAPPY 2012!
January 8, 2012
For eight years, we’ve marked the end of a great year with the Parcel calendar. Even as our lives become more digitally organized, the reaction we get each year shows that there’s still something inspiring about a good old-fashioned, well-designed desk calendar. If you’d like to receive one, send your request to joanne@parceldesign.com.
Posted in INSPIRATION
ALLSEATING GINGERBREAD CHAIR
January 2, 2012
This year, we helped our friends at Allseating spread the joy with a sweet gift that encouraged recipients to make their own gingerbread chair. (more…)
Posted in CAMPAIGNS, INSPIRATION, NEW WORK
BRAVADO HOLIDAY CARD
December 12, 2011
One of our studio’s favourite projects is the annual holiday card for Bravado, a local company that has earned raves around the world for its fashionable maternity bras. (more…)
Posted in INSPIRATION, NEW WORK
HOLIDAY CAMPAIGNS THAT KEEP ON GIVING
November 3, 2011
In our technologically-laden world – where we’re constantly bombarded with tweets, blasts, pings and pokes – many brand marketers are realizing that there’s still something special about receiving a parcel in the post during the holiday season.
Posted in PARCEL POST
CHEERS!
October 17, 2011
The conversation and the cocktails were flowing at the Stirling Room on Thursday, October 13th for Parcel’s Whisky Tasting event. Special thanks to author Mark Kingwell for his insightful observations on whisky’s role in business culture, and to Laura Panter from the Martini Club International for her magnificent mixes.
The event coincided with the launch of our Whisky Rocks campaign, which hit LCBO stores last week and our Whisky Rocks magazine, which appeared in last weekend’s editions of the Globe and Mail, Toronto Star and National Post.
Posted in Uncategorized
THE GOAL OF EVERY MARKETING CAMPAIGN IS TO ATTRACT CUSTOMERS. RIGHT?
October 6, 2011
Then what happens if the customers you’re attracting are all wrong?
In the pilot episode of the 70s British comedy “Fawlty Towers,” Basil Fawlty, the hapless owner of a small hotel on the English Riviera, takes out an advertisement in the local paper. The headline reads: “No Riff Raff.”
Basil’s wife Cybil just wants to fill the rooms. Although Basil’s methods (and copywriting skills) may be questionable, his theory regarding attracting the “right” kind of customer has some merit.
Brands are co-created by the companies that sell them and the customers that buy into them. And if the customers buying your brand aren’t aligned with the values you’re trying to project, you can end up with short-term profitability, but long-term troubles.
(more…)
Posted in Uncategorized
BRAND DO-OVER? OR DON’T?
September 8, 2011
Ask any graduate of Marketing 101 and they’ll tell you that branding is about more than logos. It’s the sum total of the experience your product, service or organization delivers. It’s everything you do, say and promise to all your stakeholders.
This suggests that a logo is simply a visual expression of the brand, a symbol of the experience that follows. But that doesn’t diminish the value of that symbol; it must deliver the total message in a split-second, and if it doesn’t, it may be time to consider a refresh.
Herein lies one of the most daunting of design challenges: redesigning a logo – especially one that has established considerable equity. Logo redesigns undergo tremendous scrutiny and criticism. Will it alienate the core audience? Will it inspire a new legion of faithful followers? Is it a movement forward? Or a giant leap back?
Posted in Uncategorized