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the latest work from limegreentangerine
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sublime
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What’s in a name?
The most common question I am asked in meetings is where did the
name limegreentangerine come from? Like it or loathe it, the name
limegreentangerine is one of those names you’re unlikely to forget.
You may not recall what we do, what this magazine is called or what
my name is but in a months time if you were asked “who sent you the
Sublime magazine?” – the chances are you’ll remember the name
limegreentangerine.
04 737 Challenge
I recently read an article which mentioned that some people believe brand
names don’t matter – it’s the product that matters. At limegreentangerine we
believe that names do matter. In fact, it can be the single reason behind the
success of a brand. And when you consider that ‘only 8% of new products
launched by major organisations are successful’* – every factor counts.
12keystone renovation
In this issue of Sublime we feature several new brand identities,
some of which we were instrumental in generating their name.
Ex-Avana Bakery Managing Director, Mike Woods, approached us nine
months ago with an idea for a start-up business selling nut free cakes.
Eight weeks ago he launched his new business – the Just Love Food
Company. His cakes are now on the shelves of Sainsbury’s throughout
the UK.
06just love food company
08polo in the castle
09 national dance company wales
10Gwynt y ddraig cider
13rentalspec
14avanti media
16spectrum printing
17freshbaked people
18activeQuote
19traveline cymru
20cos group
22fro hair
Evelyn hair products asked limegreentangerine to create a new brand
for a range of natural afro hair products. FROher, FROhim and FROkids
are brand names that will be seen on salon shelves very soon.
24cardiff university
Former Welsh international, Richard Parks, came to us with a concept
to climb 7 summits, 3 poles in 7 months. He also came with the suggested
name 737 Challenge. After many hours of thinking, analysing and
deliberating we came up with… Richard Parks’ 737 Challenge!
(If it ain’t broke, don’t fix it!)
26comfi range
25surgi c
27 Marks
28from the archive
Beverley Rees
Account Director
Contact US
Beverley Rees
Account Director
bev@limegreentangerine.co.uk
Andy Rees
Creative Director
andy@limegreentangerine.co.uk
­ ource: *Dibb et al 2005
S
©2010 limegreentangerine ltd. All rights reserved.
Printed on think4 bright – 100% ECF (Elemental Chlorine Free)
paper using vegetable based inks under environmental
standard ISO 14001 by Spectrum Printing.
Published June 2010
limegreentangerine
Limegreen Studios
Cottrell Road
Cardiff
CF24 3EX
t 029 20 462 544
esublime@limegreentangerine.co.uk
www.limegreentangerine.co.uk
737 Challenge
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Former Welsh rugby player Richard Parks aims
to climb the world’s 7 highest summits, venturing
the last 2 degrees to the South Pole and the last
degree to the geographic North Pole. All against
a 7 month clock. 7 summits, 3 poles, in 7 months
– a world first. Richard devised the challenge after
reading Sir Ranulph Fiennes’ autobiography.
He subsequently contacted the British Adventurer
who agreed to accompany Richard on two of
the climbs.
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limegreentangerine worked with Richard since its
conception to ensure that the 737 branding for this
unique expedition truly captures the epic spirit of
this adventure. Stark black and white photography
captures the isolated, solitude of the hostile
environment. Graphic features such as the rough
edges on web pages and sharp peaks on the
‘challenge’ type on the logo (yes there’s 7 hidden
peaks) combined with breathtaking panoramic
scenery amplify the daunting prospect of what
lies ahead of this gripping adventure.
The Challenge starts in December and
aims to raise £1million for Marie Curie.
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just love food coMPANY
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With a successful career in confectionery and two
children with nut allergies, Mike Woods saw a gap
in the market. He approached limegreentangerine
with a concept for a nut free cake company –
a food company which understood the dangers
of food allergies and sympathised with this
minority group.
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The ‘Just Love Food Company’ was conceived as
a result of these aims and objectives. The concept
was simply based on two things – Love and Trust.
The heart is synonymous with love. It illustrates
the company’s ideals perfectly – the promise to
care and trust. This graphical element is a crucial
component in all material. From replacing the ‘o’
in the company logo to the heart shaped window
in packaging and the ‘Nut Safe Promise’ emblem.
The Trust element of the brand is exemplified
in the company’s open and frankness.
On packaging Mike addresses the audience
with his story and online his wife Karen has an
area where she discusses all types of issues
relating to food allergies. This approachability
and informality helps create a sympathetic,
friendly, knowledgeable brand. One you can
rely on and ultimately trust.
The first two products, a ‘Sparkly Princess’
celebration cake and a ‘Monster’ cake,
were launched in April, exclusive to Sainsbury’s.
The company plans to extend it’s range with
several other products this year.
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POLO IN THE CASTLE
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Staged within the walls of Cardiff Castle,
Polo in the Castle, takes place this summer
in a bid to raise money for Welsh charity
The Noah’s Ark Appeal.
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The brand needed to reflect the unique venue
in which the event is staged and also capture
the majesty of the ‘Sport of Kings’.
The icon combines the elegance of the horse
with the setting of the castle and grounds,
forming the circular shape of a polo ball.
9
After 25 years, Wales’ national dance company,
Diversions, decided to change their name –
strengthening their position on an international
platform. limegreentangerine worked closely with
the renamed National Dance Company Wales
over several months in producing the
rebrand and developing various
national and international tour
promotional literature.
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Main photo by: Roy Campbell-Moore
national dance company wales
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gwynt y ddraig cider
To increase their exposure and widen their target
audience limegreentangerine were asked to
design and develop an ecommerce website aimed
at the end consumer. The look of the website is
sympathetic to the farmhouse heritage of Gwynt
and compliments their established house style.
The result is an online store which successfully
houses Gwynt y Ddraig’s complete product range
in a considered but authentic layout. The website
is simple to use from a customer perspective
and a highly powerful administration area allows
staff to monitor sales, manage orders, control
stock and update product information.
Now cider drinkers from all over the world can
get Welsh cider delivered directly to their door!
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Gwynt y Ddraig produce award-winning traditional
farmhouse ciders and perries, selling to retailers
and breweries across the UK and internationally.
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Keystone renovation
In an aim to win the confidence of insurance
companies and reassure home owners, the website
features heavily on testimonials where happy
clients have the opportunity to share their stories.
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Property repair, renovation and reinstatement
specialists REM Management approached
limegreentangerine to rebrand their organisation.
Having conducted both an internal and external
review the company discovered that their existing
brand identity had little bearing on what they did,
who they were and how they were being perceived
by prospects. After conducting a name generation
workshop and short listing process the name
Keystone Renovation was chosen.
A rustic illustration of a keystone in an archway
was chosen as it symbolised the relationship that
Keystone have between the insurance company
and the home owner. The Mark was combined
with an elegant, crafted serif typeface to portray
the quality of workmanship. In addition, a palette
of earthy, regent colours further enhance these
values and a 100% recycled stock, was chosen
for its natural, rustic qualities.
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rentalspec
The look is sleek with an air of sophistication and
refinement that you would expect from a design
conscious business.
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Startup business RentalSpec design, manufacture
and source innovative products for the tool hire
industry with increased capacity, functionality,
ease of maintenance or economy in mind.
limegreentangerine created an identity and
website for the business.
The Mark was based on machinery components and
represents the three core activities of the business –
product innovation, design & manufacture and
global sourcing. The fourth highlighted element
represents the organisation as the vital component.
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avanti
Avanti Media are a vibrant, fast-paced production
company whose core values are creativity,
collaboration and quality. They produce a wide
range of programmes for S4C, BBC and recently
Simon Cowell’s SyCo Television.
Over the past twelve months limegreentangerine
have produced a brand system for Avanti which
includes their identity, website and a range of
on-screen graphics for a variety of programmes.
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Spectrum printing
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Family run lithographic printers Spectrum
have over 25 years dedicated and specialist
experience. Increased competition and
large contract wins meant it was time
to modernise the brand.
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limegreentangerine stepped in and produced
a face lift that was reflective of the company’s
heritage but also remained strong in a modern
marketplace.
freshbaked people
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The world of freshbaked People is friendly,
exciting and enjoyable. The people are happy,
they love life. Yet behind the white pearly teeth,
the immaculate dress, the chunky windsor knotted
ties and the enviable good looks are professional,
hardworking and eager to succeed individuals.
They may love life, but they love work more.
Their happiness is due to one thing – they know
that they are the best of the best; the cream
of the crop; the elite; the Top Gun.
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The recruitment division of freshbaked Group,
freshbaked People was set up with one remit –
to do things better!
limegreentangerine created an entire virtual
world for the brand to exist in – bright, vibrant,
full of life and personality!
activequote
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ActiveQuote is a unique health insurance
comparison website. They are the first to
truly offer instant online comparison quotes
from leading health insurance companies.
limegreentangerine won a three way pitch
to produce the identity, brand concept and
look for the website.
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A relaxed illustrative style was chosen to
represent the brand, providing an approachable,
friendly look to a somewhat serious transaction –
a distinctive look to reflect its offering compared
to other traditional insurance companies.
Particular emphasis is placed on the unique
horizontal five quote system which allows the
user to easily scroll between higher or lower
quotes either side of the recommended
‘ActiveQuote’. Twelve months on, ActiveQuote
remains to be the only true online comparison
site for health insurance and is now a main
supplier to Tesco.
traveline cymru
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Traveline Cymru is the number one supplier
of public transport information across Wales.
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To maintain their lead in this sector,
limegreentangerine gave the existing
Traveline Cymru brand a face lift, including
a full set of brand guidelines to reflect the
new, modern and vibrant branding. Presenting
an updated 3D version of the ‘Traveline Tim’
character, the project developed the brand
into elements which are modern, identifiable,
customer-focused and user-friendly.
The rebrand and marketing collateral went on to
win a prestigious award at this year’s Chartered
Institute of Logistics & Transport Awards.
COS GROUP
Complete Office Solutions offer a comprehensive
portfolio of office products and services including
general office supplies, print, merchandising,
interior fit-out and renewable energy. A global
evolving sphere of interlocking shapes represent
the ‘complete’ nature of the group. Each division
having it’s own colour palette and unique form to
illustrate the diversity and positioning the Group
as contemporary, diverse and constantly evolving.
The new look has been rolled out across print,
web and livery.
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FRO products
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Evelyn Hair Products produce natural hair
solutions for the Afro Caribbean market.
Fro is a new range of products for males,
females and children which contain no drying
ingredients or intolerant chemicals leaving
the hair less greasy, reducing the chances
of breakage to the hair.
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With the aim to capture the essence of nature
and ‘funky’ style, limegreentangerine developed
the branding for the new range including name
generation, Mark and packaging.
Fro launched mid 2010.
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cardiff university
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Cardiff University’s Strategy document focuses
on its achievements and sets out the medium-term
direction of the University in line with their mission.
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limegreentangerine worked with the University to
develop this 24 page publication, expanding the
key focal points to the University’s framework.
Bold imagery and rich, solid colours provide
a backdrop to the document and careful use
of typography ensure the brochure retains the
heritage and authority of the University’s brand
whilst appearing contemporary and progressive.
The brochure was printed on an uncoated
recycled stock.
SURGI C
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Surgi C is the UK’s leading independent spine
company, providing spinal implants and surgical
products into NHS and private hospitals across
the UK.
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limegreentangerine produced a new identity and
house style for the company, including a suite of
literature, exhibition material and website. The new
look now reflects the company’s values and has
been instrumental in the company maintaining
growth and raising their profile within the spinal
industry.
comfi range
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ComfiSpec provide a definitive collection of
gynaecological products and services. Parent
company Williams Medical Supplies approached
limegreentangerine to help rebrand the product
range with the aim of increasing their market
share, using a distinctive brand identity which
appeals to Practice Nurses.
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After significant market research, the complete
product range adopted the Comfi Range name
and a new more modern, feminine style.
The former name, ComfiSpec, was relegated
to become a product name which was where
it originated. To raise brand awareness and
exposure, Comfi Range pursued a more public
facing role with posters in doctors surgeries
discussing cervical cancer facts and statistics.
The new website aims to provide an online area
for Healthcare Professionals to discuss relevant
issues and keep up-to-date with the latest news
and events.
The new look was rolled out on packaging,
print material and online in April 2010,
receiving high praise from Practice Nurses.
What’s a mark?
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A Mark (or logo as it’s more widely known) is a
unique pictorial or abstract representative symbol.
A Mark is produced in conjunction with a suite
of unified graphics, it is what defines you.*
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A strong identity will resonate with your customers
and stand the test of time above your competitors.
It is the start of everything we do and our
belief is that a distinct Mark is the fulcrum
of a comprehensive identity system.
Source: * ­Pentagram
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from the archive
journeys
Depression Alliance Cymru commissioned limegreentangerine to
help rebrand their organisation. After becoming an independent
organisation the charity wanted an image that represented their
new approach to combatting depression.
Depression is a condition that can prevent those affected from
getting on with their life. The route to recovery from depression
is a ‘Journey’ and this word seemed the perfect name for the
new organisation.
A style and tone of voice were defined and simple typography
was combined with quirky illustrations to add light humour to
a somewhat delicate and often misdiagnosed subject without
being condescending.
The Journeys look is unconventionally fresh and has made
a huge impact in the community and to the organisation both
externally and internally.
t 029 20 462 544
esublime@limegreentangerine.co.uk
www.limegreentangerine.co.uk