Thursday December 20th, 2012

What makes a brand Truly Scrumptious?

In this case a taste of celebrity appeal.

International supermodel Heidi Klum prepared to launch a line of juvenile apparel and soft goods under the brand Truly Scrumptious. Along with business partner, Babies “R” Us, she sought Graphica to create a look and feel that would represent her vision for the brand.

Just the right ingredients

Celebrity brings a new dynamic to branding. And social trending tells us that fans don’t simply recognize celebrities, they embrace what they represent. So Klum’s public persona was key, but with many perspectives to consider: she’s become widely recognized as not just a supermodel, but also a fashion icon, popular designer and television host, savvy businesswoman and modern mother of four. Ultimately, it proved to be her playful, spontaneous personality that endeared her to fans across the board. Truly Scrumptious would require an identity to match.

Through colorful, handcrafted and childlike design elements, Graphica translated the essence of Klum’s vision and personality into the spirit of the brand. A simple, “painted” asterisk was created as the heart of the identity, with painted swashes and unique fonts formulating the design architecture applied to all packaging and product embellishments.

What’s more, photography of Klum would be a valuable graphic element to further leverage her celebrity appeal to modern, style-conscious parents and consumers.

A recipe for truly successful

Truly Scrumptious has exploded onto the scene in a media blitz, with high-profile national television advertising, print ads and featured coverage in the new 100-page Big Baby Book from Babies “R” Us, a must-haves catalog of sorts, featuring Klum on the cover. Babies “R” Us has also launched an exclusive microsite and digital “look book” for the brand, and fans can keep tabs and enter contests through social media faves Facebook and Twitter.

With great design, celebrity appeal and massive media muscle, Truly Scrumptious is sure to be truly successful.