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Full Service Branding &
Robin Honey has been building brands and creating effective, authentic, and memorable brands that connect logically and emotionally for more than 25 years. HONEY’s merger with Arcane in 2014 added this brand experience along with her staff, processes, and clients.
As part of Arcane, we collaborate with the best in digital marketing capabilities. This means our clients get a superior, seamless approach to branding using all the current digital tactics like SEO, paid search, social media, PR, as well as video, website, and app development.
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Blyth Cowbell Brewery
Blyth Cowbell Brewery was founded by a family with three generations of successful entrepreneurs and a passion to revitalize their Huron County location. More than a brewery, Cowbell is planned to be a year-round tourism destination. Charged with finding a company name that could be used in both Canada and the U.S. was a challenge as the craft beer industry is the most crowded trademark industry in the world. The name and the brand position “craft beer that rings true” was chosen to be authentic to the rural roots and to signify that this endeavor will be a call to tourists and beer lovers alike. The names of the beer varieties are based on historic characters in the town’s history. The connection to the well-known SNL skit was a bonus.
Yazdani Plastic Surgery wanted to have a more sophisticated and elegant approach than most plastic or cosmetic surgeons, where colour photography of "before and after" images prevail. The brand approach is deliberately restrained and black and white images are used on the home page to communicate the "art" of what Dr. Yazdani does for his patients.
Everspring Farms grows and packages a line of sprouted grain products, meeting the consumer demand for functional foods that are easy to incorporate into meals. The innovative product line was the recipient of the Premiere’s award for Agri-Food innovation Excellence. Their business-to-business channel selling to major food manufacturers in North America for both private labelling and specialty milling of sprouted grains continues to grow at a rapid pace.
Project Scope: Brand identity, package design, website, trade show display and materials, advertising.
Concentric is a national consulting and engineering firm that experienced rapid growth and needed to better articulate who they were and what they were passionate about in order to continue to grow in a considered manner. We conducted a Brand Audit with staff and clients to uncover their fundamental brand position: Client-centric. Challenge Driven. Corporate Identity Guidelines, Advertising and Marketing Materials, Trade Show, Promo items and Anniversary celebration event and collateral as well as a new website were part of the deliverables.
This US-based client has invented a new way to improve driving safety, accessible via any smartphone. Marketing is global with fleet applications as a segment. A brand name was needed that could work both in the fleet and the consumer aspect. We created this name and brand identity, perfect for its simplicity and implied meaning from both the driving action and the diversity of its current and future functionality. Available domains were secured and the logo was designed to work as part of the corporate identity and as an icon on a mobile device for immediate recognition. The Website and app UX were worked on simultaneously to provide key selling features and benefits. Additional B2B collateral and a corporate website were also developed to support B2B customers.
Big Rock Brewery
Big Rock is Canada’s largest independent brewery. Founded in Calgary in 1984, the company has expanded to Ontario. After many years of creating many different packaging styles and labels, the company wanted to realign their brand to be more consistent and speak to the incredible quality they have become known for. This involved a logo tweak, wherein the typography was made bolder and more legible and the position of the lockup was implemented consistently across the brand family. Custom illustrations done in-house by Robin Honey and Arcane unified the new packaging, connecting to the considerable brand equity with some of the brands and inventing new ones, all in a unified approach.
Jolly Jumper is an international brand sold in-store at retailers like Target and Toys R’ Us, as well as online via Amazon. Established in the 1950s, the brand had undergone several packaging design changes over the years. The requirement to keep their existing logo had to be considered in a solution that had to work across more than a 100 different product SKUs with a wide variety of packaging types, print production methods, and size variations.
Our packaging brand audit reviewed competitors and did an environmental, on-shelf assessment and then proposed several concepts with a recommendation for one that addressed practical requirements but more importantly, created brand differentiation and distinguished them from their competitors, many of whom have copied their products.
This high end condo development was quite different in style for this developer, and a first for the city of London as the highest residential tower. Creating an upscale brand was crucial . The print piece needed to set a new precedent. We chose the name and azure-coloured references enforced the advantages of this building in its proximity to the river, the sky, nature and downtown amenities. The black matte cover and die-cut created a luxe frame that revealed the Azure logo. Clever headlines reinforced the brand themes of each spread, whether that was the downtown location - ‘painting the town blue’ or the quality of the condominium - ‘the sky’s the limit’. The sales centre repeated these elegant images for high impact. The building achieved a 30% sold out phase in the pre-sale period.
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Our naming process starts with a brand audit reviewing client research, conducting our own, or engaging with third party firms. This is to ensure we understand your competition, audience, and objectives.
Identifying the customer drivers; the essence (why you exist); the personality (what you want to project); and the positioning (how you wish to be perceived) is the foundation of any brand strategy. Our drafts of the Brand Blueprint go through several iterations with the client to ensure there is agreement on the fundamentals before the naming or identity process begins.
We develop a list of 6 - 8 options with thematic differences. Basic knockout and domain searches are undertaken. For any promising options, we purchase the domain for safekeeping. Legal advice can be sought at this stage or upon narrowing the selection list in order to determine if trademark can be secured, if required.
For consumer brands, a mood board is often created to have the client agree on a stylistic direction. We develop concepts for the brand identity. Cost and number of options are based on usage (national or global) as well as the decision-making process. The design of the visual identity follows either a Brand Blueprint or client-driven comprehensive research that is made available to us.
BRAND LAUNCH STRATEGY
BRAND LAUNCH STRATEGY
Based on the research, your existing stakeholders and/or new audience, and the chosen brand, a launch strategy is required.
Brand Naming & Identity Examples
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We have won more than 100 awards locally, nationally, and internationally for our design and strategic branding work.
Need a rebrand? A new brand? Not sure? Let's Chat!