Although this information is needed, it can lead to misguided preconceptions of what brand guidelines should be. Here, through ‘The Story of Love’, we show how the most important function of brand books should be to bring the brand essence to life.
In a recent project with the UK’s number 1 Italian cooking brand, Napolina, we developed a brand book designed to encapsulate and showcase its positioning of ‘Food created with Love’, after spending much of the last two years developing this proposition across their packaging and ATL campaign.
Our approach to the brief was to consider both the brand story as well as the brand assets we had created for Napolina. With ‘love’ being the common thread that runs through all brand touchpoints, we wanted to create a true love story to bring the brand to life.
This meant creating two beautifully printed hardback books held within a black slip case:
- ‘The Story of Love’ which beautifully illustrates the heritage, values and mission of the brand, and
- ‘The Recipe for Love’ which brings to life the brand design assets in an engaging and considered way.