IZZI

The brief was to add a touch of European sizzle to an established kitchen company which was considering a re-brand if the idea worked well in Focus Groups.

Izzi also worked as shorthand for the word Easy, which was something that added to the new marque's marketability. It had a youthfulness and vigor that was felt to be lacking in the competition. The market needed an upmarket stylish product that could compete pricewise.

The logo and marketing ideas we developed were built around the visual impact of the the IZZI typography, and worked to turn this into an iconic logo.

We considered the potential of this iconography to be huge. Its simplicity and geometry meant that the mark could be easily carved into wood, etched into glass and used as a signiture not only on the retail spaces but on the product in the form of door handles and floor tiling and on just about any kind of item connected to the brand.

The latter application particularly stood out as a major star brand. It was colorful, exciting and modern - which would go down well with owners of these kitchen spaces - many of whome own houses built in a modern and post-modern style. 'Traditional" doesn't necessarily inspire customers to take a chance. This logo has confidence, authority and - as the brand name suggests -

The angular geometry fits perfectly into the world of Kitchen Design and accurately reflects the precision and finish needed in this field.

It also works well on external publicity such as vehicles.

ADVERTISING

Tangled Spider drew up two separate ad campaigns based on the typographical design idea: The first was to use the IZZI to marketing advantage. Taking the first three principles of branding - repetition, repetition, repetition - the letter Z was to provide a major marketing focal point.