Gold Bond has been innovating skincare since 1908. With origins in medicated powders, the brand developed a reputation as utilitarian, masculine, and a bit outdated. Over generations, Gold Bond grew, adding more and more products to serve a range of audiences and conditions.
In serving so many segments, sub brands and products, the packaging architecture became complex and fragmented. This large array of products, although innovative, became subordinate to many fast-growing, upstart competitors. With innovative competition challenging Gold Bond’s leadership, management adopted a strategy to elevate its proposition to a high performance brand, opting to unify its portfolio under a single identity, establishing a consistent look and architecture at point of sale. With “Champion Your Skin®” as the articulation of the new positioning, we created a single identity, expression and system to accommodate well-over 100 SKUs.
Inspired by both innovation and empathy, Palette Life Sciences sees things differently. Utilizing proven technologies in novel applications, Palette is able to create inventive solutions that elevate patient care.
To advance the brand, Cue created a new identity, a branded look and feel, and a set of core expressions to reflect Palette’s newly articulated proposition. And, we created a brand book to socialize the new proposition within the company.
With a rich history spanning more than 100 years, five generations and hundreds of SKUS, the Phillips flagship brand presides over a broad range of innovative spirits. This redesign gives the brand portfolio a fresh look while retaining the likeability the brand enjoys as a “Midwest favorite.”
Connect Homes was created with the goal of making modern living accessible for those who aspire to live that way. Eight years in, they are still producing homes at the highest standards, using an assembly line approach to control quality and costs. Delivered to the site 90% complete, modules fit together like Legos to create a variety of configurations, making Connect Homes a great solution for just about any location.
Revel Stoke offers a wide range of flavored whiskies, providing an alternative to the connoisseurship and snobbery of the whisky category. While its spiced and flavored whiskies had experienced some success in the past, the flavor-focused brand did not provide the energy and personality needed to meaningfully connect with the right consumers.
The new expression shifts focus from flavor to bold energy, inviting adventurous drinkers to explore social risk and live life on their own terms. Fueled by an unapologetic personality, Revel Stoke is a call to celebrate good times, with whiskies that let you run wild and drink free.
Created by veterinarians for vets, pets and pet parents alike, MySimplePetLab is a leader in at-home pet testing. MySimplePetLab believes keeping pets heathy should be simple, and offers a wide range of vet-approved tests that make testing pets for common health concerns easy. Using the latest testing methods in its own certified lab, MySimplePetLab is able to send results directly to pet owners and vets. Cue partnered with MySimplePetLab, creating an identity and expression to communicate the value of its mission to consumers across all points of contact.
Bacio makes food approachable, feeding customers’ desire to experience, discover and learn. But, when faced with restrictions on serving capacity due to Covid, the management team of this Twin Cities restaurant felt the need to create new ways to serve customers, including curbside delivery, to-go meals and cocktails, and the purchase of a food truck (the largest in the state). Now mobile, the restaurant has a new way to diversify its menu and expand its customer base across the metro area. With an inviting name, and truck design that’s as tasty the food it serves, Bacio can serve any location or event with a custom offering. Whether a simple picnic barbecue or a multi-course wedding reception, Bacio-A-Go-Go’s mobile kitchen mixes hospitality and fresh food with versatility and a side of fun.
ELM is a formidable “team-of-teams”, comprised of three distinct companies – Englert, LeafGuard and MetalMan – whose competencies are well integrated. For over 50 years, Englert Inc. has been the gold standard for residential and commercial metal roof and gutter systems, with premier manufacturing and supply chain expertise. LeafGuard revolutionized residential gutter systems with its one-piece system, and direct-to-consumer efficiency and speed. And, MetalMan is the culmination of Englert manufacturing and LeafGuard direct-to-consumer model, bringing premium metal roofing to the residential market.
A brand with roots in the North, Caribou Coffee has been “Fueling Adventure Since 1992”, so it only made sense that the brief to redesign the brand’s signature packaging looked to its heritage for inspiration. Creating a “sense of place” not only offered a truer connection to its provenance but also created a proprietary expression to unify the brand’s portfolio. An illustrative interpretation of the North leans heavily on Caribou’s distinctive blue color. The result is a strongly-branded expression that’s premium, with a playful personality.
Stunning river bluffs, sparkling Lake Pepin views and surrounding natural beauty give name to this unique Wisconsin destination. Inspired by centuries old villas of Southern Europe Villa Bellezza is home to a winery, tasting room, restaurant and more, surrounding a piazza created to enjoy good food, award-winning wine and a little bit of “la dolce vita.”
Visitors to the winery range from wine aficionados to casual wine drinkers, couples to groups, all who come to enjoy genuine hospitality and award-winning wines. Cue was tasked with creating a unique labeling system to accommodate a portfolio of more than 30 wines across three tiers, each embodying the beauty of the wine and destination. The solution unifies a wide spectrum of wines and makes each bottle a lovely reminder of the destination’s experience.