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Journal

Keep up to date with our team. The journal will feature work that inspires our team, updates on projects and musings on design and branding.

Brand Architecture

Brand architecture, as the name suggests, is about how brands, products, and services are structured within a company. It’s like a blueprint for your company and its sub-brands, explaining how they relate to one another. In case you were unsure, a sub-brand is a subsidiary or secondary brand that branches off from the primary parent brand but often has its own name and identity.

Understanding the relationship with brands and sub-brands, and how to structure your business from a bird’s eye view, is critical to the longevity and overall vision of your company.

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Artisan Food Branding

How can small artisan companies make the most of their craft during a time of promise for small businesses?

As a remedy for our fast-paced lives, consumers are seeking out slow pleasures, products requiring one of the most in-demand ingredients: time. Artisanal food offers consumers a taste of ‘living slow’ without having to relinquish their busy lives. With the razing of brick and mortar stores—due to shifts in how consumers purchase goods—now is the perfect opportunity for small, local businesses to rise up.

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Packaged With Care

Good packaging design is a multifaceted and important process when it comes to branding. Not only does it support the quality of your brand, it increases repeat business and customer loyalty. People like nice packages. In addition to the anticipation and excitement of receiving a package, the ease, process and tangible experience of opening a package is just as important as the product inside. The importance of packaging is even more prominent in today’s economic climate. Here we unwrap the reasons why.

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Be Different

Everyone is different. Everyday is different. Every business is different. At Principle Design we therefore appreciate that every brand is different and has its own unique tone. Brand differentiation starts with understanding a business’ point of difference in order to make a difference. Standing out amidst competition requires a visual and strategic differentiation. Our point of difference explores an intuitive process backed by in-depth strategy with a team of talented people. We’re collaborative and we know this makes all the difference. 

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Branding For The Kiddies!

Branding for children is fun, creative and strategic. There’s more than what meets the eye when catching the attention of the little ones, it’s the big ones – the decision makers. Children are savvy. It’s not only important to capture their attention but to capture the attention of the decision makers that are purchasing for them (the adults). Child-centric brands range anywhere from toys to books, music, clothing, child care services, play centres, schools and the likes. Here we explore the ABC of successful branding for children.

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What’s Your Story?

What’s Your Story? Everyone has a story. So does a brand. Every brand has a story to tell whether it is where it began, how it evolved, who is involved, what shapes it and or where it is headed. Between the beginning and end, there’s the in between.

The story of a brand can be paralleled to any good story. There are characters, a plot, setting, point of view, style and theme. The key to communicating a brand story is good storytelling. A good brand story is meaningful, authentic and emotive. This is where design comes into play.

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What’s In A Name?

The name rings a bell. Or at least it should. The power of a great brand name is precisely that – powerful. A brand name ought to be memorable, distinctive, appealing and easy to roll off the tongue, let alone strategically well thought. Great brand names stand out in competitive markets. They insight a positive association in a consumer’s memory and subsequently build brand loyalty from a foundation of strong brand equity. The naming process requires a balance between strategy, creativity and foresight. 

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The Chicken or the Egg

The chicken or the egg – which came first? It’s a similar question when it comes to marketing and branding – which comes first? It really depends. In this article, we explore the theoretical, practical and adjoining unison between Marketing and Branding.

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Five Signs Your Business Needs a Rebrand

People don’t just want to buy brands anymore, they want to join them. This makes your brand and your brand strategy one of your business’s most valuable assets to your success. The power of a healthy brand is difficult to place a monetary value on, but brands like Telstra, Woolworths, and Coles are valued in upwards of $10 billion, with brand prominence and recognition at the forefront of their business. Such influence is not something to be taken lightly; a strong brand requires love and upkeep to ensure it’s continued vitality.

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Principle Design x Calibre 9

Successfully operating in the digital space requires more than just captivating visuals and intriguing content. It’s hard to sell if you can’t be seen and visibility online is one of the most challenging difficulties facing modern businesses. That’s where SEO specialists like Melbourne based Calibre9 come in. Calibre9 uses state-of-the-art analytics and their extensive industry knowledge to help clients dominate in search engine optimization.

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2019 Melbourne Design Awards

The Principle Design team were stoked to take home not just one, but two awards at the Melbourne Design Awards 2019. Held at the incredible Higher Ground venue in the heart of the CBD, the night was buzzing with the who’s who in the design world celebrating their respective wins. With architects, engineers, product designers, marketing and advertising specialists amongst the mix, it was a great evening of connecting with collaborators, clients and creative partners.

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Design strategy for business: Is it worth the investment?

‘Design’ and ‘business’ are two words with a poorly understood association and it’s holding both Australian businesses and designers back when discussing design strategy. We’re talking different languages and as a result, we’re leaving potential on the table. As designers, we’ve been selling ourselves short by trying to explain the value of design in creative terms rather than in business language.

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