Brand Case Study Pack with 7 cases
This pack contains seven case studies, from the food sector, sustainability, hospitality, health and fair trade.
Patagonia - the poster boy of purpose
Discover how a fifty year old brand is able to keep its identity through rapid growth, shifting trends, and a raging climate crisis.
Oatly - the classic challenger brand
The power of a rebrand: we show Oatly before and after the rebrand, and where it stands today. A great example of a challenger brand for those who are looking to dethrone an unsustainable market leader.
Sugru - an innovative sustainable brand
A great case for people who are building brands around an innovative product or service, or who want to learn how they can make fixing and sustainability fun.
Airbnb - a platform brand and purpose-driven brand
Learn how Airbnb moved from a functional brand to a purpose-driven one, and how one purpose drives all their brand experiences. This case is also very helpful to understand how platform brands address two different types of audiences at the same time.
Macmillan Cancer Support - a powerhouse NGO/charity brand
A community-driven brand in the charity space that is not afraid to talk about the investment of brand and the ROI of brand building.
Tony's Chocolonely - a fair trade brand
We worked with the Tony's team to document their journey from tiny activist upstart to the biggest chocolate brand in the Netherlands.
Tough Mudder - a for-profit, community driven brand
Tough Mudder is not taught as a classic brand case study, but it should! This is a world-class example of how to build community around a shared set of values and identity.
Each case study contains
18-24 pages of:
the backstory of the brand, and how it evolved
an analysis of the anatomy of the brand
the brand framework mapped out on the brand thinking canvas #1 and #2
the brand core: purpose, mission, vision, values, brand promises
visual identity: logo, color palette, typography, photography and illustration
verbal identity: tone of voice and messaging
brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology
