Why not a brand book of our own?
NotCo. Brand foundations for international scaling, 2019.
NotCo, the plant-based food startup built around an AI called Giuseppe that could reverse-engineer any food using plants, was already in Argentina and advancing across Latin America. Same Same but Not had landed. But the brand was scaling and the team didn't have a single strategic document that captured who they were and served as a guideline on messaging, audiences and positioning.
A brand book is meant to express the brand, and the question wasn't just what it should contain, but how to structure it and how to show it before saying a word. The brand's personality was built on one question: Why not?
We built the strategic framework in the shape of the brand. Taking concepts from the golden circle and from 4 boxes, to summarize the brand's core strategy told in a way that was unmistakably NotCo.
The Not Brand-Tool became the unified document NotCo used to align thinking across actions, messages, audiences, PR and positioning as it scaled beyond Chile.
Led brand strategy at GUT BsAs. Stakeholder work, framework design, brand book authoring and rollout system.
The Not Brand-Tool. Original from project deck, 2019.