kulula Corporate Identity
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
kulula |
| Project |
Corporate Identity |
| Industry |
Transport |
| Timeline |
11 Months
Jan 08 - Dec 08 |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Web Design
Brand Architecture
Value Proposition
|
| Team size |
5 The Brand Union
3 Client |
“Earlier this year we undertook a strategic brand extension and rebranding exercise for kulula with The Brand Union. The Brand Union team, lead by their CEO Anthony Swart who was very involved in the project, were not only insightful and strategic but also bold and innovative. We emerged with a strong, fresh new look for the kulula.com masterbrand and our various sub-brands that will form the foundation of our business strategy going forward. Our new brand architecture has given us a platform to extend our brand, based on our core values of refreshingly simple value, for many years to come”
Gidon Novick, CEO Kulula
kulula is a much loved South African brand with a strong personality; it may be described as fun, quirky, optimistic and a little anti-establishment. It has been most important in the re-branding exercise to not destroy any of the good equity that already resides in the brand.
We wanted to play with the rhythm inherent in the name. Alternating greens on every second letter bring in an element of fun in a simple way. It is fortunate that kulula is a 6 letter word with three syllables and each syllable ends in a vowel.
The solution stays with the characteristically bold typography, as this is quite distinctive, not to mention appropriate, this brand is not shy! The word mark has been crafted to be a lot more legible. A 10 degree “angle of take-off” rotation infuses it with a sense of optimism.
The new logo needed to celebrate all the good things about kulula. For this reason the solution is typographic which is also in-line with simple value, it’s about making a strong statement without all the unnecessary bells and whistles.
This idea of alternating colour successfully informed the solution for the sub brands as each one takes on its own distinctive bright colour along with the characteristic kulula green. So strong family ties, using colour as an infuser of individual personality.
The alternatively coloured letters become exclusive real estate for the sub division at hand and may be played with as a campaignable element. They may be dipped in bling, encrusted in diamonds, infused with the spirit of the latest ad campaign, the opportunities are endless.
The result is an identity that reflects kulula’s fun, irreverent nature without losing sight of the broader business plan.
