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A fresh look at FMCG creative thinking

Over the past ten years, Just Design has established its strategic and design credibility in the big brand beverage and tobacco industries; a decade of invaluable experience that this dynamic group of thinkers now applies to brands throughout Africa, the Middle East and Europe.
Just Design is a branding agency that concentrates on a range of creative solutions from packaging (product development, repositioning and upgrade), to corporate identity, brand livery and print media. And as specialists in the FMCG (Fast Moving Consumer Goods) field, Just Design can offer impressive economies of scale to brands that want to rebrand, rethink or reposition themselves in the marketplace.

Alastair Haarhoff, Managing Director, expands, "We get switched on by the opportunity to develop results that are strategically sound and aesthetically pleasing. We love nothing more than delivering work that challenges perceptions and emotionally connects to the hearts and minds of our targeted consumers. It's our goal to design iconic brands of tomorrow."

Over and above big name tobacco brands, some of the blue chip clients to have benefitted from Just Design's creative touch include: Liquifruit, Burchell Cider, Vawter, Neethlingshof, Hunter's, Nederburg, and Olive Pride Olive Oils, amongst others. In short, the team is perfectly positioned, to take on new multi-nationals with varied brand portfolios.

Johan Enslin, Creative Director, picks up, "At the moment we're working on rebranding Liqui-Fruit's packaging, which is really exciting. It's a challenge that we're thriving on."

A key point of pride for these dynamic creatives is that they make sure strategic thinking, supported by in-depth research, is at the core of every project. These insights are then interpreted into creative communication elements that are in accordance with inspiring creative principles. Johan reinforces this thinking; "The creative team doesn't even turn on their computers until we know that we have a solid direction in place. Only then do we get down to the art of designing."

Just Design also has a specialised in-house repro unit that tackles, amongst other things, the intricacies of FMCG packaging finished art. Alastair explains, "We reached a point where we realized that our expertise in this area were considerable. It made sense for us to offer this highly specialised service as part of our package."

The Just Design finished art department uses the latest equipment and is ahead of the curve when it comes to prepared artwork files, production and manufacture. Johan adds, "And what we don't know, we turn to our preferred suppliers who are always ready to help us fill in the knowledge gaps." Alastair sums up, "The beauty of this division means that we can take a project right from research and strategy phase to the final handover. Offering a cohesive and seamless service, which holds numerous creative and cost benefits to the client."

Just Design has applied their strategic thinking to their own business, including a new website, an office makeover and an updated vision and strategic thumbprint. Proving that this branding agency remains timeless within a refreshed package - ready for the future.

Just Design is a member of Haarhoff & Associates, which includes through-the-line creative solutions company, Espresso Communications and multi-media and multi media specialists, Milk. To find out how Just Design can transform your brand, contact 021-880 2410.

23 May 2011 09:54