How to make a tricky brief sing
As a branding curator I recommend this piece for designers seeking bold problem solving. It unpacks how Lark turned Luii from an awkward product into a confident lifestyle brand. Read it for practical strategies you can apply to awkward briefs.
The article dissects intelligent choices, like rooting identity in the product’s elliptical aperture. It shows how a single formal motif can scale across icons, patterns and packaging. The colour strategy alone is a masterclass, swapping antiseptic blue for vibrant purple, orange and green. It positions Luii firmly in consumer territory, away from clinical associations. The palette does half the positioning work before any copy is read.
Copy and imagery complete the repositioning, with a strapline that is simple and accurate, and playful visuals that disarm taboos. Illustrations and photography strike an expert balance between wit and craft, preserving dignity while inviting curiosity. This is a concise study in designing for what a product is, not what its category dictates. The case reinforces that clarity of insight unlocks decisive design decisions, not decoration. Valuable for any creative facing a difficult brief. A must read for strategists and makers alike.
Source: www.creativeboom.com
