Crunch — Love Accounting
The Challenge
At one time Crunch used Love Accounting as their strapline. In a previous rebrand, they had lost the strapline to make way for a broadening in service. Now they realised getting back and explaining their core offer was more important.
Studio Kidd ran a brand workshop to define values, Mission, Why, Brand Principles, Brand Promise and brand vision. We also worked through a positioning statement and an overarching ‘Why’
Studio Kidd visualised the Brand Principles in the brand document and went as far as writing a poem that captures the brand’s base audience and Crunch’s passion for that market.
The Results
Based on the agreed strategy Studio Kidd worked up some brand updates to visually reflect the brand better. We brought out the passion with the new (old) strapline Love Accounting depicted in a handwritten form which fits snugly in with their existing logotype.
We also made a library of patterns to add texture based on mathematical signs, softer, more human illustration and a version of the logo that works within a circle.
We fitted a hand-drawn strapline so snugly with the existing logotype that it looks like it was always there. The balance of geometric sanserif type and had drawn strapline works and conveys the passion that the Crunch team possess.
