2. 21st Century Brands
is a brand
consultancy built
for today’s
commercial and
cultural challenges
3. We generate ideas
from the heart of
the brand and
connect them with
the ever-shifting
consumer reality
4. our beliefs
Brands prosper when people have a compelling reason
to fit them into their complex lives
Insight is acquired through a fascination with the world around us.
Commissioned insight is valuable, but no substitute for empathetic thinking
Innovation is a discipline that converts free-minded thinking into
commercial success through single-minded focus
Ideas thrive when they are passed on. This happens when they are easy to
understand. We create simplicity around a single, significant idea which we
use as the organising principle for every brand action
Creativity adds brand value when directed by rigorous planning
Results are achieved when everyone in the team is empowered to
contribute and convey. This happens when there is a well-structured process
5. our work
21st Century Brands was set up to develop a
revolutionary new brand for Tata Global Beverages
Since then, we have also worked with SPI to:
- write the brand story for vodka brands
Stolichnaya and elit
- revitalise the packaging for Moskovskaya vodka
- create, design and research concepts for a spirit
7. our team
Jamie Lister, Director
Jamie started his career at Diageo and was European
Marketing Director for Coors. As a consultant he has
developed new products, strategy and packaging for market
leading drinks and automotive brands
Matthew Hayes, Planning Director
A background in anthropology informs Matthew’s broad,
cultural approach to brands. This has been commercially
honed in a planning career spanning advertising, branding
and digital environments. The result is a genuine
360° strategist, specialising in creating and launching new
products for premium and luxury global brands
Jack Dhanda & Jamie Foss, joint Creative Directors
Jack & Jamie set up together in 2008 and have built an
experienced, energetic and multicultural studio with some of
London’s leading branding and packaging designers. As well
as award-winning creative talent, the team are expert in the
technical aspects of structural design, print and production
8. most days we live by our brand model
We think it's
important for a
brand consultancy
to define its own
brand and we
hope our Clients
will hire us and
judge us against
these brand
values
9. Call us when you…
…want to launch a new product
Our speciality is NPD. Our past includes the market-changing launches of of Beck's Vier, Sprite Zero and
the Classic Malts. A new product idea can come from anywhere so we create a bespoke process for each
project, creating concepts, names and pack designs and researching them when we need consumer
feedback - rather than allowing a research schedule to drive the project. We are commercially astute and
we can follow the new product into production, sales and launch communication to ensure that the
consumer experiences the new product in a format that they will buy
.... you need to revitalise an existing brand
We can connect your brand's heritage with new consumers by generating commercially effective ideas
from the heart of the brand. We champion the brand in the context of today's consumers and competitors.
That sounds obvious, but too often brands play catch-up by abandoning their heritage to copy their rivals
or by jumping on an unconnected consumer trend. We combine brand understanding with consumer
insight and competitor analysis to help you reposition you brand, safeguard its future and increase its sales
10. Call us when you…
.... you need an organising principle around which to build your brand
We can help you define the single, significant idea that steers your multi-faceted brand through its
complex environment. We believe that brand strategy can only be effective when it is clear and easy to
understand. We focus on revealing a governing idea - an organising principle - around which to base all
brand decisions. We don't dumb down to meaningless soundbites, but we will have failed if our output is
40 pages of PowerPoint
.... you need a compelling proposition & creative strategy to brief agencies
As a planning-led consultancy, we can plan your campaign communication, allowing you to focus your
agency relationships (or your agency pitch) on creativity and execution
11. Call us when you…
....you need to write your brand story
Consumers form human relationships with brands and a compelling story can be the foundation for a
lasting friendship. Before we write, we will research your brand history, interview stakeholders, understand
consumers, analyse competitors and run a story workshop. Once written, the brand story can move
beyond copy and into audio recordings, video, photography and design
....you need to refresh your brand's packaging and visual identity
Our creative team are some of London's leading branding and packaging designers and drinks specialists.
As a new business, we can't put all our past work on our website, but we'd be happy to take you to a bar
and point out what's ours
....or simply when you have an inkling, but not a brief
We're good at getting a project off the ground, with the entrepreneurial vision to help you define goals and
the experience needed to avoid pitfalls. Call us before you know what you need - we can help you to work
out the brief.
