"NOYO - CREATING YOUR EXPERIENCE" - A case study on the creation of affective brand script and visual product identity

Paper in proceeding, 2006

Visual recognition and emotional contents of product design are increasingly relevant topics with respect to brand management. Within the brand creation process, various symbolic qualities and emotional aspects can be developed around the functional product to create a strong and affective story, or script, for the brand. When creating such brand script, it is particularly important to ensure that different communication media are consistently utilised. In specific, the semantic contents of product design need to be aligned with the brand's core values, so that the design features and characteristics communicate the true essence of the brand. This case paper explores the key aspects of creating an affective and believable story for a brand and expressing it through design. This is illustrated through a student project that was organised in the Chalmers University of Technology in the Autumn of 2005. The paper aims to show how the processes of market analysis, brand creation, and semantic reference building in design could be structured. The Noyo case highlights the importance of holistic approach towards creating affective brands and products. In addition to an excellent product, technically, cognitively and emotionally, appealing story is needed around it and the brand it represents. The key challenge then concerns the transformation of this essence into the visual and other product attributes and, finally, into an emotional presentation of the concept.