Tin Can launches new brand identity using story book imagery

"Our objective was to bring the inherent curiosity and playfulness of the Tin Can employees into their new brand identity, while delivering a serious business message at the same time," says Creative Director at Saatchi & Saatchi Cape Town, Gavin Whitfield.

He continues, "The image of the tin can telephones is clearly historical collateral as it is the company name, so we decided to keep them in the new brand identity. But, we shifted the strategic focus from the cans themselves to the thread that connects them. The Tin Can team is highly professional, but they are also challengers who retain a childlike curiosity and enthusiasm and are unafraid to try new things, which further influenced the addition of the two young characters on either side of the 'line'."

The corporate identity rebranding included: logo development and collateral design and soon to be launched website. A new tag line was also developed to demonstrate Tin Can's strength - Masters in the art of conversation.

"The result is a logo and applications that really feel like they fit the people they represent. You just have to meet a Tin Canner to find that out for yourself!" concludes Whitfield.

"We are very excited about our new identity and what it means for us as a consumer focused PR agency," says Debby Reader, Managing Director of Tin Can, Saatchi & Saatchi's South African PR affiliate. "We now have an identity that represents our strengths and visually represents our PR offering which connects brands and their stories to relevant consumer groups and audiences in the 'new media' landscape."