Interstate of Mind » Ice Cream http://www.interstateofmind.com Ideas from the heart. Creative minds for the driven and uncompromising. Interstate Creative Partners. Thu, 02 Jun 2016 08:22:03 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 Completely Innocent, or totally Gaga? http://www.interstateofmind.com/completely-innocent-or-totally-gaga/ http://www.interstateofmind.com/completely-innocent-or-totally-gaga/#comments Tue, 08 Mar 2011 09:12:05 +0000 http://www.interstateofmind.com/?p=1173 A couple of brand stories this week; In one corner, Innocent drinks, the pioneer 'friendly' brand has to get all serious and 'ask' a new children's vitamins range called 'Innocent Vitamins' to stop trading under that name. And in the other corner, Lady Gaga telling the Icecreamists that they cannot use the term 'Baby Gaga' for their well publicised breast milk ice cream.

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A couple of brand stories this week; In one corner, Innocent drinks, the pioneer ‘friendly’ brand has to get all serious and ‘ask’ a new children’s vitamins range called ‘Innocent Vitamins’ to stop trading under that name. And in the other corner, Lady Gaga telling the Icecreamists that they cannot use the term ‘Baby Gaga’ for their well publicised breast milk ice cream.

A brand is a fragile little thing that is easily tarnished or misunderstood. It has to be protected by brand guardians that come dressed as the founding design agency, or when things get a little bit legal, their company lawyers. Brands are protected by copyright and this little ‘c in a circle’ is a mighty device. A product is copyrighted in different ‘classes’, so Innocent is probably copyrighted under food, health, etc and if a newcomer operates in the same area, then they have violated that copyright.

Innocent have noted that as their brand is a perceived health brand, then vitamins could look like a product from the same company. This coupled with the Innocent typefaces being identical to the average consumer’s eyes.

Innocent have remained true to brand even in how they have engaged this matter, in being polite and giving the vitamin company an opportunity to change without any action as they want to protect all that they have grown in 12 years of trading. A gentle, firm approach. Article here.

The more ‘old-school’ approach has come from Lady Gaga’s lawyers however, issuing a cease-and-desist notice describing the product as “nausea-inducing.” This, rightly or wrongly has bristled the parlour owner to question where does her ‘brand inspiration’ come from, and is it arguable that Lady Gaga has allegedly copied pop-star looks from the past? Article here.

Either way, being unique is the holy grail of branding. Pastiche is fine if it is acknowledged and mutual, but every day we try to focus on clients’ USPs and create brands that are pioneering and above all, well-protected.

Images from here: Baby Gaga, Innocent Vitamins.
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Ice Cream in December?! http://www.interstateofmind.com/ice-cream-in-december/ http://www.interstateofmind.com/ice-cream-in-december/#comments Thu, 13 Jan 2011 14:47:17 +0000 http://www.interstateofmind.com/?p=935 The Ice Cream Union dropped into the studio in the last week of 2010 and dropped off the new Union tubs that went into production at the end of the Summer. They look great and everyone in the studio was really pleased with the outcome. Of course the fact that they were full of the signature Dulce de Leche had nothing to do with it. Keep an eye on the website for more shots…

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Union Representatives Go to Olympia http://www.interstateofmind.com/union/ http://www.interstateofmind.com/union/#comments Tue, 07 Sep 2010 17:25:32 +0000 http://www.interstateofmind.com/?p=412 One week we’re completing the livery of the Lotus 125 showcar, the next we’re completing the livery of The Ice Cream Union’s freezer…

The Ice Cream Union attended the 2010 Speciality Fine Food Fair this week, held at London Olympia. Amongst all manner of delectable culinery offerings, the Union stood out from the crowd with their new freezer and were the recipients of many glowing and positive comments both about their delicious ice creams and their innovative approach of their brand’.

Get behind the Union and become a fully fledged member at www.icecreamunion.com

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Ice Cream Galore http://www.interstateofmind.com/ice-cream-galore/ http://www.interstateofmind.com/ice-cream-galore/#comments Tue, 25 Aug 2009 18:59:27 +0000 http://www.interstateofmind.com/?p=104 This Sunday it was ice cream galore at the South Bank food festival, as the IcecreamUnion brought their freshly made Argentinian produce to the market for the first time. Here at interstate we found a favourite in the traditionally flavoured dulche de leche. Join the union by logging on to their new website icecreamunion.com.

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This Sunday it was ice cream galore at the South Bank food festival, as the IcecreamUnion brought their freshly made Argentinian produce to the market for the first time. Here at interstate we found a favourite in the traditionally flavoured dulche de leche. Join the union by logging on to their new website icecreamunion.com.

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