This Fresh From The Field features an evolution of the positioning of a well-known brand expressed in collateral design by Culture&Theory. If you have new or recent work that you would like to share in Fresh from the Field email Louise for details.
Since 1886 Methven has been pioneering & engineering amazing water experiences, challenging convention to create award-winning products. Culture&Theory’s challenge was to anchor the brand in a compelling and ownable position that would deliver focused growth across multiple markets.
Culture&Theory developed a Brand DNA, Architecture and Brand Expression that works as a foundation for this growth. With the modern world becoming more superficial and frenetic, it’s the simple things in life – the connection between people and water – that has the ability to transform the everyday.
From this insight, Culture&Theory developed a new brand positioning for Methven – Transforming the Everyday – showcasing how a Methven water experience can lift you up and calm you down within a beautiful and inspiring environment. They aligned Methven’s brand assets with this new positioning, evolving the use of typography and colour, creating emotive photography that reflected Transforming the Everyday.
Culture&Theory used the new Methven positioning and DNA to inform the design approach for the marketing collateral of the latest Turoa collection. Reflecting the minimalist aesthetic within the design while using photography to create that emotional connection with water across all deliverables – print comm’s and hype-reel, through to in-store displays.