Sophie Neilan Credentials

Sophie NeilanBrand Identity Designer / Consultant

Sophie Neilan : Work Samples : Heinz Beanz

Handling an Icon

Moving to the front of the cupboard


Previous design

PositioningTone of VoiceRange ArchitecturePackaging Design

ChallengeFrozen in time and design, burdened by its iconic classic status, Heinz Beans was losing ground to Own Label and aggressive price fighter, Crosse & Blackwell.I led my team at Landor Associates to win the project after a pitch against two other agencies.

InsightTaken for granted by the British public, it was drifting to back of mind and forgotten at the back of the cupboard.

StrategyDrive reappraisal and re-engagement by energizing the icon with consumer currency and appeal.

IdeaFeel the love: unlock the huge but latent emotive appeal - through the fun of the Z and the wonderful experience of the product.


Range and back of pack

Sophie Neilan : Work Samples : The Food Doctor

What the doctor ordered

Brand Guardianship

Sophie Neilan : Work Samples : The Food Doctor

Representing The Food Doctor at Tesco’s 48 hour ‘Health Hackathon’, October 2014

GuidelinesBrand GuardianshipDesign AdaptationPackaging DesignArtworkPoint of SaleExhibition Stand Design

ChallengeHaving parted ways with their incumbant agency, The Food Doctor has been working with me for the past four years, rolling out and adapting their design across a wide variety of products and pack formats.

Activities - Writing and producing guidelines based on existing design

and ‘dual’ palette colour scheme - Adapting design to work on ‘healthy’ crisps: from health

store to impulse buy - Artwork and print management across a variety of

packaging substrates and formats

StrategyWe have recently been working together on the strategy for the next stage of the brand’s development.

Sophie Neilan : Work Samples : The Food Doctor Crisps

Final packs

Design concepts

Packaging Design

ChallengeCreate packaging for a range of ‘healthy’ crisps to compete on shelf against the usual suspects in the premium snacking category. - Emphasise the ingredients

(soya and corn instead of potato - Demonstrate the unusual product format

(pressed instead of fried) - Highlight calories clearly - Ensure clear variety differentiation

Idea“Crisps with a lift”

Activities - Design - Art direction photography - Artwork - Print management

Sophie Neilan : Work Samples : Living Nutrition

Concentrated Wholefoods

An aura of life


Brand IdentityPackaging DesignMoving Image

ChallengeBring to life the idea of highly concentrated wholefood nutrition in a distinctive brand identity.

InsightNatural wholefood: made more powerful.

IdeaA different colour from the chakra system represents the different benefits from each variety, helping to live life in full colour.

OutcomeThe brand has gained listings in a number of premium outlets including Wholefoods and Planet Organic.


1st stage concepts

Sophie Neilan : Work Samples : Jolamy

Spanning Continents

From the heart of Africa


Previous design

Brand IdentityPackaging Design

ChallengeThe Jolamy brand is a family-owned business operating from a small village in Nigeria. They produce Avarah Flour and offer a form of income and support for the entire community.

It is completely natural, gluten free and, unlike competitive producers, made solely from Cassava root. The packaging did nothing to convey these benefits and my challenge at Falcon was to highlight them and make the brand appeal to an educated upper/middle income consumer in both the UK and Nigerian market.

InsightCassava is an African and Asian staple, it survives the harshest of conditions and supports the people who live there and beyond.

StrategyEnhance the warmth and originality of the brand story and landscape from which it originated.

IdeaFruit of the Earth


1st Stage Concepts

Concept 1 - Fruit of the Earth Concept 2 - Kitchen Versatility Concept 3 - From our family to yours Concept 4 - The heart of Africa

Sophie Neilan : Work Samples : Toblerone

An irresistable world of temptation

New Product Development


New Product DevelopmentGraphic & Structural Packaging Design

ChallengeExtend the Toblerone brand into an “indulgent little treat” aimed specifically at women. Look at naming, nomenclature, product format, pack graphics and structure.I led the graphic and structure team on this project as Design Director at Landor Associates.

Strategy4 concepts revealing the ‘softer side’ of Toblerone. - Reinterpreting the brand assets - Moving towards a more premium

approach: inducing a new gesture - Suggesting a story - Introducing an evocative name to

add a new dimension to the mother brand

- Creating ‘Food for the Soul’

ConceptsTrésorAngelsLegendsLittle TrianglesGems


Trésor


Gems

Sophie Neilan : Work Samples : Morrisons

When North came South

Presenting to The Board

GOLD


Previous brandmark

StrategyPositioningBrand Identity & GuidelinesPackaging Design System

ChallengeFounded over a century ago in the North of England, Morrisons was struggling after having bought Safeway in an effort to expand its reach in the South.In an effort to reverse the seemingly inexorable decline, management approached Landor Associates for a re-brand in 2007.I was Design Director of the team, regularly travelling to Bradford and presenting to Chairman, Sir Ken Morrison, and CEO, Marc Bolland.

InsightMorrisons’ ‘Market Street’ proposition offered fresh produce over the counter: stalls were manned by professional butchers, fishmongers etc. This was unique among the big 5 supermarkets at that time.

Strategy‘Fresh choice for you’

IdeaAn open, friendly and engaging look and feel brings the Market Street to life around the store.


Market Street in-store identities


Market Street packaging

Sophie Neilan : Work Samples : Beck’s Vier

Precision2

From On- to Off-Trade

Sophie Neilan : Work Samples : Beck’s Vier

Stage 1 sketches

Packaging Design(Structure & Graphics)

ChallengeSuccessful in the on-trade market, Beck’s Vier required a bottle and graphic identity to compete effectively off-trade. The packaging needed a premium feel and to clearly differentiate against the Becks masterbrand.I led the structure and graphics teams while Creative Director at Pi Global.

InsightThe German word “Vier” means “four” in English: it is 4% ABV.

StrategyDramatise the idea of the number 4 in a way that reflects the brand’s refreshing philosophy of “Think : Feel : Do”.

IdeaA four sided bottle and label representing a German precision that stands squarely against the competition.

Sophie Neilan : Work Samples : Cobra Beer

Out of the curry house, into the style bar

Refining and Reframing


Previous design

Cobra Then

EthnicQuirkyComplicated

ModernExoticCosmopolitan

Cobra Now

PositioningTone of VoiceRange ArchitecturePackaging Design

ChallengeTo take Cobra out of the curry house and into the style bar, persuading stylish, discerning men in their early 30s to drink Cobra instead of Peroni.I led my team to win the pitch for the work based on strategic insight; the ability to convert consumer insights into creative design; and the strength of the team.

InsightFocus on the story of the product and the founder’s quest to develop it: a smooth beer for a smooth customer.

StrategyFocus on the exotic, enigmatic side of India.

Idea“The quest for the perfect beer”

Sophie Neilan : Work Samples : Murphy’s

The craic of the Irish

Telling the Story

Sophie Neilan : Work Samples : Murphy’s

Existing design

Brand StoryPackaging Design

ChallengeCork Irish Stout, Murphy’s, was being squeezed from both sides: Guinness from the premium end and a cheaper rival, Beamish.The challenge to the team I led at Landor was to bring out Murphy’s distictive qualities of natural ingredients and Cork heritage.

StrategyWe visited the brewery in Cork and “immersed ourselves” in the brand and the city of its birthplace. We unravelled a rich history and compelling story.

Concepts - Harvest Moon - Bringing it all Together - A Story Worth Telling

Sophie Neilan : Work Samples : Fernet Stock

Previous design

Fernet Stock

Packaging Design(Structure & Graphics)Brand World

ChallengeLovingly known as “Coffin paint” and “The breath of a dead lover”, Fernet Stock is a classic Czech liquor. Careful to retain the quirkiness that makes the brand so unique, I led the redesign with my team at Cocoon in Prague.

Activities - Graphic and structural redesign - Secondary packaging - Brand world based on Fernet as a

“Drink for Real Men”

Sophie Neilan : Work Samples : Rennie

‘Simply Resolved’

Building an Architecture


Previous packaging

Pack & Range ArchitecturePackaging Design

Challenge‘Simplicity’ should be at the heart of everything. Redesign the brand identity and packaging with the following as key objectives: - Refresh the EBU and pack graphics - Create a visual segmentation

system to differentiate between the core and “Additional Benefits” Rennie platforms

- Improve the benefit communication - Make sure NPD projects can

smoothly fit into the new portfolio

Design ChecklistThe design concepts were measured against the following: - Simple - Efficaceous - Confident and reassuring - Quality - Warm and approachable - Contemporary

Idea“Simply resolved with Rennie”

Route 1

Route 2

Route 3


Previous packaging

Chosen design

Sophie Neilan : Brand Identity : E [email protected] : T 07966 174198

Sophie Neilan Credentials

Design

Transcript of Sophie Neilan Credentials