The Core
What the brand stands for.
The truth, point of view and reason it should exist.
The Lemon Test
A brand in five parts. One clear way to see what makes it its own.
Strong brands have a clear core, a face of their own and something that stays.
The Peel
What people know at first sight.
The look, voice and tone that make it easy to spot.
The Juice
What gives it force.
The stand it takes and the choices it makes.
The Zest
What makes it its own.
The small detail no one else would choose.
The Aftertaste
What stays.
The feeling people keep when the brand is gone.
This is how we see brands.