Switch Branding & Design focuses on graphic design-based solutions that provide brands with a consistent and memorable identity. The department also offers brands a genuine competitive advantage through speed of reaction, world-class creativity and sound strategy. This approach ensures complete synergy between our client’s requirements and our work. Our solutions are based on the knowledge that design is a tool used by our clients to achieve business objectives. We offer services in inter alia brand custodianship, corporate and brand identity design, package design, product design and the creation of a total visual brand language.
In line with the FIFA™ sponsorship rules, Switch created a sub-brand that focused on gathering support for African countries participating in the World Cup. 'Africa United' created a huge following that provided a platform for the Brand to engage with the consumers and for consumers to engage with the Brand.
Our solution was to focus on the Brand’s humble beginnings in the townships and to integrate specific design icons from Portuguese territories around the world. Icons from as far afield as Luanda, Rio, Maputo and Goa were chosen to create a vibrant and eclectic design style, true to its product offering and Brand philosophy.
The café lifestyle was our inspiration for Café Royale. While South American passion is responsible for the ‘flair’ associated with tequila, the Italian coffee culture has created a sophisticated lifestyle around coffee-drinking – think fashion, style and romance. We espoused Café Royale to this desirable way of life, and made the brand synonymous with it.
Switch delivered a new positioning and Brand strategy for Ajax Cape Town that allowed for significant extension of the Brand into a range of sub-identities, each with a specific focus. The most exciting was the development and design of the 'Urban Warrior' sub-brand that extended from apparel design to the application of interior graphics in their new retail store.
In defining the AEL Brand, Switch identified ‘meticulous care’ as the brand essence for AEL. Extrapolating from the Brand essence and the core competency, AEL’s vision has been defined as 'unearthing wealth' by meticulously providing the mining industry with carefully controlled energy.
The 2010 FIFA World Cup™ South Africa emblem not only represented the host country, but it also told a unique story of the flair associated with football in Africa. It was happily adopted by all African nations equally and it lived proudly across all applications.
The 2009 FIFA Confederations Cup South Africa emblem represented and served as an invitation for the world to come to Africa and experience the greatest show on earth. It was generic enough to represent that whole continent, yet specific enough to highlight South Africa as the host country.
Our main focus was to expose the "mystery" of the story through the die-cut of the MD's iconic moustache on the wine label and greeting cards, as a clue to who "the Rascal in the Vineyard" really was (a person or a bird). The limited edition wine not only became a gift and greeting card, but also a unique identity for the client.
