Shape as a brand attribute
Little Trees (or Magic Trees as they’re called in the UK) were invented in 1952 by the late Julius Samann (c. 1911 – May 9, 1999) of Watertown, New York, who came up with the product after listening to a milkman complain about the stench of spilled milk in his delivery truck.
“Unlike the contoured bottles that people immediately associate with Coca-Cola and the Golden Arches that is synonymous with McDonald’s, these cut-out tree silhouettes don’t recall a name so much as a particular scent, location and purpose. That hasn’t hurt sales a bit; (the trees) have sold in the billions since they came on the market in the mid-1950s.”
Quoted from @issue.
There’s a fragrance for Black Ice which is a bit odd. But then, there’s one for Passion, too: “Mysterious and masculine, enhances the mood.” For the bachelors, I suppose.
Update: Stop by Brand Spirit for more examples. Like this one for Trivial Pursuit.
Via @DixonBaxi.
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3 appreciated comments on “Shape as a brand attribute”
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Coca-Cola bottle has to be an obvious one.
The Nike tick.
Every time I see a tick of any sort I think of Nike.
Often Nike don’t even use the word anymore.
Now that’s a powerful shape!
The current Coca-Cola bottle was modeled on Marilyn Monroe.