Brands tend to focus on the way they look. But if you really want to create emotional connections with your customers, you need to go multisensory.

That’s the philosophy here at SO Creative, and we discuss exactly that in this months issue of Inspire magazine.

Click here to download a PDF of Inspire issue 42 (we feature on pages 8-9), or skip to our insights section and find out more about how Emotional branding stimulates all five senses.

LighterLife, the popular weight loss company, has launched a new visual identity designed by SO Creative.

SO Creative’s approach injects welcome humour into the LighterLife brand, with a somewhat unconventional approach. Jo Stedman, Creative Director at SO Creative comments “Weight management is difficult enough without being serious all the time. We wanted to convey that working with LighterLife means you get to see the lighter side of life, too. Imagery and copy style is quirky, off-beat and with a sense of humour to reflect LighterLife’s philosophy”.

LighterLife CEO Sarah Kelly explains why the company felt the need for a change in brand direction…

“Our consumer insights work showed that the general public were fed up of being told the same old mantra by weight loss companies that all you need to do is ‘eat less, move more’ and are screaming out for a new approach that looks at their mindset and relationship with food,” she says. “With this evidence behind us, we feel confident that the new brand will be a big success and reap dividends for next year.”

We were incredibly busy in the studio last week putting the final touches to press packs we designed and produced for Clarion Communications, Lindt’s PR company.

We were commissioned to develop design concepts for a luxury press kit to launch four delicious new flavours within Lindt’s Creation range. Our simple, cardboard engineered solution has a soft, luxurious velvet exterior with gold foil blocking.

Being the perfectionist fools we are, we also volunteered to fulfill the press kits ourselves. As well as packing the chocolate (and resisting the temptation to eat it all), we also had to tie 100 perfect bows, ensuring the Lindt logo fell the right side up – not an easy task! Several ‘perfect bow’ YouTube clips later and the press kits looked good enough to eat!

Cassie King, Senior Account Director at Clarion Communications comments “SO Creative were a pleasure to work with and have a very can-do attitude. They delivered fantastic results for the launch which our client was very happy with. In particular, their creative approach and problem solving with the press kit created specifically for the event was fantastic.”

Following the launch party last week I fear they now lie empty and gobbled. Fortunately we managed to take some great portfolio shots.