Spring has well and truly sprung and with it comes new beginnings. For boxer, our new beginning starts with a move to Birmingham City Centre to energise and fuel our creativity.
This season brings a world of possibilities and excites all of the senses.
What puts the spring in your step and what makes you think positively about new possibilities and the future?
I will drink to that!
We have done it again, we have won a Graphic Design USA Award for our work with Arteasan.
Arteasan was born from the insight of no sacrifices, providing a ready-to-drink beverage alternative, both tasty and healthy — good for you, and for you to feel good about, given its naturally healthy source of ingredients.
Positioned as “Exotic Refreshment,” the Boxer named Arteasan brand of tea-based soft drinks are infused with fruits and botanicals for holistic benefits of a healthy body, mind and spirit.
In its name, Arteasan’s play on “artisan” tells a story of creative craft and selective sourcing in concocting this uniquely experiential beverage.
Our Story: Crafting a Brand
With a holistic product concept in hand, Boxer created an equally holistic brand concept – from naming to design. All set out to embody the romance of the archetypical explorer in search of a balanced life through discovering new experiences (in products and in life) with a purposeful passion for the journey itself.
Each variety of Arteasan offers functional benefits derived from their individual fruit and botanical blends for optimal wellness.
We looked at creating every detail by telling the Arteasan story, creating brand DNA and organising design elements through a brand bloodline.
Loving this new Starbucks store.
They have launched a new express format store in the heart of Wall Street New York. You are greeted at one of the multiple mobile sales points by a Starbucks partner who then takes your order using a handheld device. There aim is to reduce waiting time, catering for busy New Yorkers. Make mine a skinny latte please.
Tea House for Everyday Escape.
Besides describing this unique venue, the story of a tea house for everyday escape, made tea an inviting and unapologetically approachable indulgence to tap into the culture that values de-stressing and self-care as much as its on-the-go sensibility.
To bring this to life, Boxer recommended a fresh green color palette to clearly differentiate Serenitea from the browns and bold colors that suggest a more frenetic, caffeinated coffee house experience, while bringing a sense of homey serenity to the environment with thoughtful touches like framed tea poster art, as well as a tea “gallery” of cups and tea pots at the back of the restaurant to provide visual interest with diners and even more importantly, a line of vision from the street to invite curious gawkers in.
Boxer expressed this brand story in a new identity including a logo, retail environment, business cards, menu, hang tags, and packaging for Serenitea’s custom tea blend.
Since the rebrand, business is having trouble keeping up with demand. The Serenitea blend sold out in one week, and the venue is getting traffic-driving media attention.
With Easter upon us and many of us Boxer’s scrambling to build baskets and colour eggs in anticipation of the Easter Bunny, it occurred to us that Mr. Bunny’s origins are quite vague.
As a brand, of course, bunnies in general have come to be emblematic of Easter but what lore exists for the Easter Bunny? Santa or Father Christmas or however he’s referred to in various places around the world all share the same brand associations of good will and giving spirit hearkening from St. Nicholas.
But was the Easter Bunny just an iteration of the same, a lesser sequel to Santa? And really, what do eggs have to do with bunnies? The brand story didn’t add up.
Even go-to sources like Time magazine admitted, “The exact origins of the Easter bunny are clouded in mystery.” They suggest the bunny came from the pagan fertility celebration of Eostre. The eggs, they posit, were a vestige of a13th century Lenten tradition of abstinence and their colouring to mark Easter as the occasion for celebratory consumption. Eggs also symbolised the new life of Easter.
But what about the Easter Bunny itself?
History.com suggests that at least in America, German immigrants settling in Pennsylvania in the 1700s brought their tradition of “Osterhase,” an egg-laying bunny, to their new country. As this brand story goes, kids would build nests for this character that evolved into baskets.
So, brand story mystery solved. We’re just glad we’ve got an Easter Bunny – and not an Easter cuckoo bird or fox, as some other countries do.
And as a holiday that’s brand has come to be associated with sweets as much as bunnies, Boxer wishes you heaps of jelly beans, chocolate bunnies, and (tipping our hat to another great brand story) marshmallow Peeps this Easter.