The way a brand speaks to its audience is just as important as its visual identity, and it can have a huge impact on how customers perceive the brand. In this post, I'll be calling out three companies with outstandingly great brand voices and looking at the impact it has on their brand identity design, and what we can learn from this in the design world.
Innocent Drinks
Innocent Drinks is a UK-based company that sells smoothies and juices. The brand has a super playful and lighthearted tone of voice that is reflected in its packaging design, social media presence, and advertising campaigns. It’s a brand that’s impossible to ignore! The brand's mission is to make healthy food and drinks more accessible and enjoyable, and its brand voice helps to communicate this in a fun and approachable way.
The Innocent Drinks logo is simple and clean, featuring the brand name in lowercase letters, with a hand-drawn halo smiley face above the lettering. The logo's simplicity and clarity work well with the brand's playful tone of voice, creating a cohesive identity that is becoming an instantly recognisable brand.
Graze
Graze is a UK-based snack subscription service that delivers healthy snacks to customers' doors. The brand's tone of voice is friendly, informative, and fun, with a focus on education on their product and transparency on everything to do with what they offer. Graze's website and marketing materials are full of helpful tips and information about nutrition, which helps to build trust with its customers.
The Graze logo features a simple, bold wordmark with a stylised "G" that resembles a bite mark. The logo's simplicity and boldness work well with the brand's friendly and informative tone of voice, creating a cohesive brand identity that communicates Graze's mission of providing healthy and delicious snacks.
BrewDog
Love it or hate it as a brand, BrewDog is a Scottish craft beer company with a rebellious and irreverent tone of voice. The brand's marketing materials are full of humour, sarcasm, and tongue-in-cheek references, creating a unique and memorable brand voice that sets it apart from more traditional beer companies. Brewdog has a huge set of guidelines that they use across a vast number of touchpoints, from packaging to actual Brewdog pubs.
The BrewDog logo features a bold, uppercase wordmark with a distinctive "punk" aesthetic. The logo's boldness and rebelliousness work well with the brand's irreverent tone of voice, creating a cohesive brand identity that communicates BrewDog's mission of disrupting the beer industry.
The Impact of Brand Voice on Brand Identity Design
These three companies demonstrate how a strong brand voice can have a big impact on brand identity design. By developing a clear and consistent tone of voice, these brands have been able to create cohesive brand identities that communicate their mission, values, and personality to their audiences.
A strong brand voice can also help to differentiate a brand from its competitors and create a more memorable and engaging customer experience. By using language and humour in a creative and engaging way, these brands have been able to build strong relationships with their customers and create a loyal following.
In conclusion, a brand's voice is the perfect pair with its visual identity when it comes to creating a strong and memorable brand. By developing a clear and consistent tone of voice that aligns with the brand's mission and values, businesses can create a cohesive brand identity that resonates with their audiences and sets them apart from their competitors. If you're looking to create a strong brand identity for your business, get in touch to learn how my brand design services can help.
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