Extra - Biles Hendry

THOUGHTS AND INSIGHTS FROM BILES HENDRY

The team share some thought-provoking industry insights that will help you navigate the complexities of modern branding.

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THOUGHTS AND INSIGHTS FROM BILES HENDRY

The team share some thought-provoking industry insights that will help you navigate the complexities of modern branding.

Enter your details below to receive your free marketing insights.
(We promise not to spam you!)

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<img decoding="async" width="2481" height="1755" src="https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01.jpg" class="wp-image-3121 avia-img-lazy-loading-not-3121 attachment-no scaling size-no scaling wp-post-image" alt="" srcset="https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01.jpg 2481w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-300x212.jpg 300w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-1030x729.jpg 1030w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-768x543.jpg 768w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-1536x1087.jpg 1536w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-2048x1449.jpg 2048w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-1500x1061.jpg 1500w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-260x185.jpg 260w, https://www.bileshendry.com/wp-content/uploads/2024/01/BilesHendry_TheGrocer_CreativeChallenge_Whisky-01-705x499.jpg 705w" sizes="(max-width: 2481px) 100vw, 2481px" />

Revitalising Blended Whiskey

Presented with the challenge of revitalising blended whisky with a millennial-focused NPD, the creative team at Biles Hendry first considered the reasons behind the sector’s flagging sales.

Coke Zero Bottles on shelf

<img decoding="async" width="5845" height="3639" src="https://www.bileshendry.com/wp-content/uploads/2021/07/shutterstock_715486033.jpg" class="wp-image-1397 avia-img-lazy-loading-not-1397 attachment-no scaling size-no scaling wp-post-image" alt="Coke Zero Bottles on shelf" />

Surviving the sugar tax

It might be confined to sugary beverages at present, but the potential implications of the UK Soft Drink Industry Levy for all food and drinks brands are hard to ignore, as health campaigners push for a wider rollout of legislation and consumers wise up to the fact that sugar is sugar whatever you call it - naturally occurring sugar, fruit sugar, honey, rice syrup et al.

<img decoding="async" width="600" height="400" src="https://www.bileshendry.com/wp-content/uploads/2020/10/Enduring-Brandmarks_Nike-1.jpg" class="wp-image-1277 avia-img-lazy-loading-not-1277 attachment-no scaling size-no scaling wp-post-image" alt="Nike Shop Store with logo" srcset="https://www.bileshendry.com/wp-content/uploads/2020/10/Enduring-Brandmarks_Nike-1.jpg 600w, https://www.bileshendry.com/wp-content/uploads/2020/10/Enduring-Brandmarks_Nike-1-300x200.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" />

The Value of Enduring Brandmarks

The most successful brandmarks stand the test of time. Look at Coca-Cola which has barely changed in 120 years. Contrast this to Pepsi which has been transformed roughly once every 20 years. Is it a coincidence therefore, that Coke’s market share is roughly double Pepsi’s, or does it reflect a brand who have drilled down to their true essence including capturing this in an effective logo.

Innocent Smoothies Range Natural Background

<img decoding="async" width="600" height="400" src="https://www.bileshendry.com/wp-content/uploads/2020/10/EnduringBrandmarks_Innocent.jpg" class="wp-image-1279 avia-img-lazy-loading-not-1279 attachment-no scaling size-no scaling wp-post-image" alt="Innocent Smoothies Range Natural Background" srcset="https://www.bileshendry.com/wp-content/uploads/2020/10/EnduringBrandmarks_Innocent.jpg 600w, https://www.bileshendry.com/wp-content/uploads/2020/10/EnduringBrandmarks_Innocent-300x200.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" />

Creating an Enduring Brandmark

In our previous post we looked at the value of brandmarks that last. We saw how rarely this is achieved with many brand’s logos changing fairly regularly, diluting recognition and trust, wasting valuable resources, and missing out on the opportunity to further build their tribe. Good logos come from purpose driven design but what is otherwise known as ‘form follows function’ is nothing without the second part of the equation, which in simple terms is the people involved...

<img decoding="async" width="600" height="400" src="https://www.bileshendry.com/wp-content/uploads/2020/11/1-1.jpg" class="wp-image-1212 avia-img-lazy-loading-not-1212 attachment-no scaling size-no scaling wp-post-image" alt="" srcset="https://www.bileshendry.com/wp-content/uploads/2020/11/1-1.jpg 600w, https://www.bileshendry.com/wp-content/uploads/2020/11/1-1-300x200.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" />

How I Created the Amazon Logo by Anthony Biles

My horologist father once told me about how you can tell if you are in a good clock maker’s shop: the hands of the clocks for sale are all set at ten to two – the clocks are smiling. This was the central truth behind the idea of the Amazon logo which I created as a young designer at Turner Duckworth in San Francisco. Amazon was taking on the established booksellers, offering more choice, lower prices and greater convenience. It was making people happy.