Good hey! Now you know what an amazing product it is, we can take a closer look at how Scaramanga designed the Sesame identity.
When thinking about a brand it is a good idea to have a visual metaphor in mind. For Sesame we pondered if the brand would be a Mini (fun, adventurous, mainstream) or a Jaguar (sporty, daring, exhilarating, exclusive). Would it be James Bond (sophisticated, edgy), an ex Army Major (with a stiff upper lip) or a hybrid of both of these characters?
After careful consideration, we narrowed things down to a person who, we believe, is the embodiment of the brand values. He is a young(ish) English army officer driving a classic convertible. He is not pompous, nor privileged but well groomed and appreciates the quality and refinement of more exclusive products. He appreciates the beauty of engineered products, which is why he loves his classic car.
We also defined the following keywords to help shape brand’s character: surprising, ingenious, sophisticated, British, innovative, original, precision, robust, high-end and heritage.
Armed with a clear idea of what qualities the brand needed to possess, we started a mood board collecting images that would fit the persona we had created. It soon became clear that the classic ‘Britishness’ we were seeking had a recurring colour theme: Racing Green. Paired with Cream and using Blue as an accent from which we created a sophisticated colour palette.