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To know the soul of a person is to truly understand them; we believe the same can be said of brands.

The SOUL of a brand is the intrinsic emotional truth that gives a brand meaning. The POWER is the extrinsic identity that expresses the brand’s meaning through distinct and ownable equities. This gives brands visual punch, persuading the wavering hand and helping them win at shelf.

Our proprietary Soul Power™ process works in four phases – each informing the next to ensure a successful outcome to the most complex of projects. We investigate first – listening, observing and dissecting the brief, the consumer and the marketplace. Next we define – distilling, building and shaping the strategic thinking. Then we explore – designing, directing and pushing the creative space. Finally we activate – ensuring your brand communicates with a cohesive look and feel beyond packaging. Every approach is individual, every process is engaging, every result is outstanding.

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BrandAmp
A brand deconstruct to analyse which brand assets need to be amplified up, dialled down or turned off.
Codes and Conventions
Understands the rules of the game to help us decipher the best approach to develop a brand’s design.
Trend Ecosystem
From consumer to category, we scrutinise the most salient global trends to inform our thinking.
Centre-of-Gravity
Identifies the shared consumer mindset to create a singular design language that can appeal to different consumer segments.
Success Setting
The creation of a clear and succinct one-sentence brief to define what business and brand success will look like.
Box Office Branding
This projective workshop tool establishes the desired creative leap required to evolve your brand.
Insight Out Directioning
Ladders consumer insights into different inspirational design directions.
Brand Positioning
Defines and articulates the core idea for the brand to achieve the desired vision and strategic objectives.
Outside In Architecture
Organises the product portfolio to define the brand’s roles and relationships to each other strategically and visually.
Design Success Equation
Defines the strategic criteria that all creative work will be evaluated against.
Brand Guardianship
Ensuring all developed brand content is aligned to the brand strategy and defined look and feel.
Brand Guidelines
A comprehensive documentation of all aspects of the brand, from brand story to executional best practice.
Visual Communication System
Creating multimedia visual content that can weave a consistent narrative across all consumer touchpoints.
Brand Identity System
Delivering a kit of core brand equities that will create a cohesive brand world.
Tone-of-Voice Engine
A visual and verbal tool used to create an evocative and distinctive language for brands.
Brand World Platforms
Inspirational, directional platforms to generate design concepts, which live beyond the pack.
Creative Concepts
Visual expression of our strategic intent through design.
Structural Concepts
Structural expression based on the brand's Soul that works in tandem with the brand's graphics.
All Senses Naming
A multi-sensorial, immersive workshop to inspire the generation of a name or naming conventions.
High Concept Innovation
Creating new, concept-centric ideas for brands by embracing both conventional and unconventional inspiration points.
Investigate
BrandAmp
A brand deconstruct to analyse which brand assets need to be amplified up, dialled down or turned off.
Codes and Conventions
Understands the rules of the game to help us decipher the best approach to develop a brand’s design.
Trend Ecosystem
From consumer to category, we scrutinise the most salient global trends to inform our thinking.
Centre-of-Gravity
Identifies the shared consumer mindset to create a singular design language that can appeal to different consumer segments.
Success Setting
The creation of a clear and succinct one-sentence brief to define what business and brand success will look like.
Define
Box Office Branding
This projective workshop tool establishes the desired creative leap required to evolve your brand.
Insight Out Directioning
Ladders consumer insights into different inspirational design directions.
Brand Positioning
Defines and articulates the core idea for the brand to achieve the desired vision and strategic objectives.
Outside In Architecture
Organises the product portfolio to define the brand’s roles and relationships to each other strategically and visually.
Design Success Equation
Defines the strategic criteria that all creative work will be evaluated against.

Soul

Meaning

Power

Identity

Explore
Brand World Platforms
Inspirational, directional platforms to generate design concepts, which live beyond the pack.
Creative Concepts
Visual expression of our strategic intent through design.
Structural Concepts
Structural expression based on the brand's Soul that works in tandem with the brand's graphics.
All Senses Naming
A multi-sensorial, immersive workshop to inspire the generation of a name or naming conventions.
High Concept Innovation
Creating new, concept-centric ideas for brands by embracing both conventional and unconventional inspiration points.
Activate
Brand Guardianship
Ensuring all developed brand content is aligned to the brand strategy and defined look and feel.
Brand Guidelines
A comprehensive documentation of all aspects of the brand, from brand story to executional best practice.
Visual Communication System
Creating multimedia visual content that can weave a consistent narrative across all consumer touchpoints.
Brand Identity System
Delivering a kit of core brand equities that will create a cohesive brand world.
Tone-of-Voice Engine
A visual and verbal tool used to create an evocative and distinctive language for brands.