An insight by Lewis Jones, Managing Director at CBA London
In June 2016, the multiexpert jury panel of the French Institute of Design (IFD) awarded Nescafé, that CBA teamed up with to develop its retail concept, with the sought-after Janus du Commerce label. The project received a special mention for its work protocole, its 360° strategy, as well as for its innovative distribution model.
Every time I meet an entrepreneur or a manager to discuss a branding project, one of the first statements I make is the following: “design means dialogue”. In general, we get involved to resolve a problem – a problem of communication, of representation, or, sometimes, of definition of company identity.
In these cases, we don’t have pre-packaged answers, nor do we have a secret formula to resolve all problems. What we do is work closely with the client to help them find the most effective strategic response and then express it through the brand.
Any designer will tell you that the swipe folder on their desktop is chock full of beautiful imagery and that their Pinterest boards are regular mines of inspirational fodder. But any great designer will also tell you that the best design is not derivative; originality does not follow trends. Instead, the best design speaks to the essence of its subject, striking at its core in a way that evokes an emotional response.