Bloom Thinks: The Power of Occasion #2

How can brands bake occasion into their identities to become irreplaceable in moments that matter?

Some brands are inextricably linked to an occasion. Whenever you hear its name, see its identity or experience its product you’re taken there. Like Proust and his memory madeleine. Who wouldn’t want their brand to be so closely associated with an occasion, that it’s just not the same without it?

Evocative, occasion-led design sets off a cascade of triggers in our heads. Because occasions are visually-rich things. Our feelings about them are triggered by what we see – where they happen, when they happen, who’s there, the surroundings, the décor…

To illustrate how brands can build an identity that owns an occasion we’ll unpack six masters of the art.

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Setting: Talisker

Talisker is the whisky that’s Made By The Sea. It’s adventure, bottled. Its wild yet refined flavour makes it perfect for enjoying outdoors, facing into the elements, fine weather or ferocious. Bloom created an identity rich in natural maritime textures; from the coastline-shaped label to cues from high-end survival apparel. Everything about the design takes you to the brand’s home on the windswept coast of Skye, wherever you are.

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Lighting: Kellogg’s

Every element of Kellogg’s identity screams morning. Clean white cues milk and first-thing freshness. Primary colours are fully saturated. Cornelius the cockerel evokes the sound of dawn on the farm. Generous type anticipates that optimistic bowl-half-full feeling of a good day. Bringing it all together is the bright light of morning sun – every element is clear-cut and sharply-lit.

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Propping: Baileys

Baileys has made huge efforts to be bought beyond Christmas. By adding eye-catching indulgence cues to its rich red and gold it’s now enjoyed all year round. It’s a great example of a brand moving from a season; to an occasion. Bottle, liquid and serve are always shot alongside exaggeratedly hedonistic food and garnishes like cookies, whipped cream, patisserie and chocolate.

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Casting: Evian

People are occasion’s essential ingredient. Evian’s Live Young promise helps the brand own the moment when water refreshes most deeply. The people cast across its identity are always young or young-at-heart, posed energetically and dressed sportily. There’s also a sense of French style – a look that’s fresh and effortless but aspirational.

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Tempo: Higgidy

Picky bits is one of the fastest-growing moments in food. Think savoury pastries, crudités, cheeseboards and dips. Our just-launched identity for Higgidy capitalises on this growing occasion’s popularity. It’s characterised by informality; the appealing mess of a meal that untethered from time, tables, knives and forks. The design cues a tempo – hectic, immersive, chatty – promising a food experience that rips up the rules and gets everyone involved.

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Décor: Veuve Clicquot

The ultimate occasion for champagne is outdoors, at a stylish and sunny event. Veuve Clicquot uses a distinctive decorative style to own it. Its iconic bright orange is matched by stripy soft furnishings, garden furniture, umbrellas and travel accessories. It’s a design language that positions the brand at the heart of the summer’s most desirable invitations.

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Occasion is when the brand magic happens. It’s when it’s consumed, when it’s shared, how it’s remembered. Consider at least 3 of the above and you’re going a long way to owning an occasion. Consider all 6 and you’re invincible.