Shape as a brand attribute

Magic Tree shape

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.

Trivial Pursuit pie

Via @DixonBaxi.

5 responses

  1. 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!

  2. Amusingly, I think in France Trivial Pursuit would not at all be the first association people would make with the round box. They would rather immediately think “La Vache qui rit”!

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