A brand’s history – the story behind it – is often used to give authenticity and credibility to its proposition, often in the form of a crest, a coat of arms or a notable signature. However, newer brands aren’t so fortunate and often lack genuine historical credibility leaving them searching for different ways to appeal. It is clear that, when it’s used sympathetically, a brand’s provenance can be an effective way of engaging with consumers. Of course there’s nothing new here. Take ‘Lea & Perrins Worcestershire Sauce’ for example, or ‘Colman’s of Norwich’, even Ribena emphasises its provenance with the statement ‘made with British Blackcurrants’. Of course there are other more generic examples: spring water from the Malvern hills’, ‘marmalade made with Seville oranges’ (which also claims ‘handmade in Somerset’ – double whammy for Duchy Originals).
The origin of the ingredients brands use may appear to be inconsequential – does it really matter that Burt’s crisps are ‘made in Devon’? – but, it is the perception of quality that provenance brings to a brand’s story. However, those who watched ‘Only Fools & Horses’ back in 1982 instinctively knew that ‘Peckham Springs’ was not such a good name to allocate to a spring water. Amusing but true, nobody likes to imagine drinking water filtered through a housing estate.
That said, there was something endearing about the fact that Phileas Fogg snacks came from ‘Medomsley Road, Consett’. Apparently not any more, I think that’s a real shame! For me, things went downhill when the airmail stripes where removed and the ‘letter sent from afar’ from Phileas and Passepartout theme was lost, but I digress. Working within the drinks category, LFH understand the relevance of a vodka ‘distilled in Russia’ and a whisky ‘produced in Scotland’. At a more subtle level, we can allude to provenance without claiming it outright. When we where given the opportunity to re-design the Glenfiddich 21 Year Old Single Malt Whisky we reinforced its Cuban rum cask roots by marrying the flamboyance of the Tango with the sophistication of the styling once can see on the very best Cuban Cigars. This is because we recognise that consumers desire an expression of provenance with a richness in detail and layering when buying at the luxury end of our markets.
Apple take a slightly different stance. The beauty and functionality of their products is there for all to see; however, almost invisibly etched onto the back of their products are the words ‘designed in California. Assembled in China’ perhaps alluding to the best of both worlds!
The newer – perhaps more insightful – brands without historical authenticity often seem to find their way in an increasingly saturated marketplace by recognising the part that provenance plays in building a dialogue with the consumer. I shall be exploring this and other related subjects over the coming weeks so please watch this space.
Author: Russell Hardingham, Design Director
