Even though the Shekulo Tov organization developed an employment model which integrates people with psychiatric disabilities and received multiple awards from the UN for it, the brand was not taking off. The visual aesthetics of the brand conveyed hardship and misfortune. We were honoured when the organization entrusted us with the privilege of taking on the challenge.
We decided to make the branding the fourth stage of the model and to integrate the employees into the branding process as well in a way that empowers them and the brand. We realized their inner world which is rich in imagination and a passion for life. The new visuality we created was based on the colourful, brilliant creations of the employees, and together we turned TNX into a desirable gift brand which celebrates the surprising connections it creates.
growth in sales in the brand’s sales points within one year of launching the new branding.
Together with the Shekulo Tov team and the participants, we managed to get to the precise essence of the brand, which we defined as “surprising connections”, connections between the mainstream and the exceptional, between the social and the commercial, between business and rehabilitation, between desirable gifts and affordable prices and between hand-made creations and real people.
Together with the Shekulo Tov team and the participants, we managed to get to the precise essence of the brand, which we defined as “surprising connections”, connections between the mainstream and the exceptional, between the social and the commercial, between business and rehabilitation, between desirable gifts and affordable prices and between hand-made creations and real people.
When people with psychiatric disabilities take part in designing brand language, amazing things happen.
When people with psychiatric disabilities take part in designing brand language, amazing things happen.
The process, which included a thorough, comprehensive change, included new naming as well. The previous name, “Erkuti” did not send a clear message and evoked a sense of misfortune. The new essence of the brand, as a brand that creates surprising connections and is all about giving from a position of presence and power, was expressed via the new name: TNX.
The process, which included a thorough, comprehensive change, included new naming as well. The previous name, “Erkuti” did not send a clear message and evoked a sense of misfortune. The new essence of the brand, as a brand that creates surprising connections and is all about giving from a position of presence and power, was expressed via the new name: TNX.
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