"Our objective was to bring the inherent curiosity and playfulness of the Tin Can employees into their new brand identity, while delivering a serious business message at the same time," says creative director at Saatchi & Saatchi Cape Town, Gavin Whitfield, part of the design team.
"The image of the tin can telephones is clearly historical collateral, as it is the company name, so we decided to keep them in the new brand identity. However, we shifted the strategic focus from the cans themselves to the thread that connects them. The team is highly professional, but they are also challengers who retain a childlike curiosity and enthusiasm and are unafraid to try new things, which further influenced the addition of the two young characters on either side of the 'line'."
The corporate identity rebranding included logo development and collateral design and a soon to be launched website. A new tag line was also developed to demonstrate its strength 'Masters in the art of conversation'.
"The result is a logo and applications that really feel as if they fit the people they represent," he concludes.
Debby Reader, MD of Tin Can, adds, "We now have an identity that represents our strengths and visually represents our PR offering which connects brands and their stories to relevant consumer groups and audiences in the 'new media' landscape."
Title: Threads
Creative director: Gavin Whitfield
Art directors: Jenna Barbe
Copywriters: Melanie Horenz
Illustrator: Ari Kruger
Account director: Wouter Burger
