Where performance meets personal identity
Extended Branding Kits
More than just a logo and slogan
A logo is the beginning. A slogan gives the brand a voice. But only a comprehensive branding kit transforms identity into an experience.
In a world where brands want to be not only seen but also felt , a minimalist basic framework is often insufficient. Companies that want to differentiate themselves rely on additional design elements that deepen their visual language and imbue it with emotion.
Characters in branding – Why brands need faces
The power of brand characters
Many companies – from sports teams and food manufacturers to digital platforms – use characters to strengthen their visual identity. These characters are far more than mere mascots: they function as emotional anchors, storytellers, and figures of identification, making a brand tangible and approachable.
Whether as a likeable companion, a symbol of quality, or the voice of a campaign – characters help to simplify complex messages and build a deeper connection with the target audience.
"People don't buy products – they buy stories."
Between Brand & People
Why characters work
Characters are effective because they evoke emotions. They inspire sympathy, build trust, and often bring a touch of humor – all of which makes them powerful connecting elements between brand and consumer. Through their personality and visual presence, an emotional connection is created that extends far beyond the product itself.
A well-designed character is memorable. It stands out from the crowd and ensures recognition in a saturated market. This visual clarity and narrative depth make it a distinctive element of the brand identity.
Characters also have an impact on a psychological level: studies show that stories with characters promote the release of oxytocin – a hormone that strengthens empathy and trust. In this way, brand communication is not only understood rationally, but also emotionally anchored.
Brand Heroes
Characters as a storytelling tool
Characters are more than just visual elements – they tell stories and intuitively embody a brand's values. As protagonists, they guide the audience through narrative structures, make abstract concepts like sustainability or quality tangible, and create emotional connection.
Their impact extends beyond the screen: as stickers, plush toys, or small gifts, they become personal companions. They lend individuality to everyday objects and transform brand identity into a tangible feeling.
Conclusion
Characters as a strategic branding element
A well-developed brand character is not a decorative extra, but a powerful tool in modern branding. It unites identity, emotion, and storytelling in a tangible form and creates a bridge between corporate design and the lived brand experience. As part of a comprehensive branding kit, it strengthens brand recognition, fosters audience engagement, and offers creative solutions for personalized communication. In this way, the brand becomes not just visible – but tangible.
Freshness through flexibility
Extended branding kits
An expanded branding kit allows for the targeted use of trend-responsive elements – such as seasonal colors, limited-edition icons, or temporary patterns. These designs revitalize visual communication without jeopardizing a stable brand identity. This keeps the corporate identity fresh and relevant without requiring a costly rebranding.
Brand communication
Make good use of design possibilities
Surfaces such as vehicle wraps, workwear, or packaging offer valuable opportunities for brand communication. Instead of arbitrary designs, targeted additional elements like subbranding from the extended branding kit can be used – tailored to the target group, context, and campaign. This creates visual coherence in everyday life and strong brand recognition without overloading the main corporate identity.
Brand loyalty
Individualization as a brand strategy
With minimal effort, additional elements can be developed that foster a personal connection to the brand – for example, through customizable applications, small giveaways, or visual details. These elements cater to the desire for self-expression and transform the brand into an ally for the individual in everyday life.
Especially in a market that demands identification and relevance, such tools are valuable: They create closeness, promote interaction and make brand communication not only visible, but tangible.
