The brand creation process starting with one concept: a pineapple.
This venture started when I was preparing my first professional book in Australia, wanting to get a job in the marketing sector.
I was moving around pieces and texts of my past projects but still didn’t feel like I was giving something different to the audience. I asked myself “if I’m a marketer, a communicator, someone who has to bring creativity to their business, how can I present myself while awakening the senses and capturing the attention of the readers?”
Well, I have always loved pineapples. They are powerful, they have personality, and everyone feels good vibes when the element is there, they are sweet on the inside and they wear a crown.
So I presented myself as a Pineapple! Even the design was not on the level of a high professional presentation, it worked. I received few emails of employees from Sydney, Melbourne, Brisbane and the Gold Coast saying… literally: “this book I one of the best ones I have seen in a very long time”.
So, followed by this little pineapple success, I decided that I was going to create my website –as applying for digital marketing jobs without having an online profile to demonstrate my skills, was going to be hard. Then, while the time went on and I was involved every time in more projects and people started requesting my marketing services, I decided that the website wasn’t only going to be a book profile, but my real own business!
“Where shall I start?”. This is. The question. Of anyone. Who wants. To be. An entrepreneur.
Well, I was a pineapple, but I still didn’t have a name, I still didn’t have a logotype, I still didn’t have a general concept. I have participated in the creation of few brands, but when it comes to doing your own thing it becomes a hard task, as you want to do it perfectly, and you become your biggest criticizer.
Anyway, I believe “inches makes champions” so I started spending few hours some afternoons to make this happen. It’s been actually a whole year since I started.
How could I integrate the pineapple element and make people understand it had to do something with Marketing?
Well, Pineapples had 3 P’s, right? Marketing is worldwide recognized as having the 4 P’s – Product, Price, Placement, and Promotion.
I thought then, the naming would be “Marketing 4 Pineappples”.
I now was facing few problems:
- If I naming has got 3 P’s in the middle, when I name my brand or website for people to reach me, some will have troubles with the third P in the very middle of the name. The reality is that people might not pay attention to this little – but essential – detail.
- It could create a visual confusion as well, as sometimes when we read words that we know we would not pay attention to a little extra element.
- Finally, some people could think of this being a mistake in your brand.
So I moved the “P” to the front – “Marketing 4 Ppineapples”.
I was now facing a new worry:
- I have to say that the double P in the front looked very weird. As no word, ever, starts with a double “p”, it visually had no coherence or cohesion.
- Finally, the name was still too long.
What I didn’t realize by then is that a good design can solve these issues. And for good design, you need someone as talented as the graphic designer (and collaborator) Alba Moreta – without whom I couldn’t have finished this properly.
But before that, I was still alone trying to figure out the concept of the brand, what made mine different from other marketing or communication agencies?
So questions came up such as “Which values I would like to have associated with it? What is my real passion? How do I want to position the brand in a way that makes sense with the pineapple concept?”
So I love tropical, I love Beyoncé, I’m a feminist – and that’s part of why I love her so much. I truly believe in the power of collaboration and – at the same time, I’m against pyramidal business structures… Working for Big Blue Sky, I developed my being around the commitment of consuming mainly products from a business that were disruptive and that showed their most human part.
Having these thoughts in the back of my mind, suddenly one day, driving to work, I visualized a part of the concept! We were going to be a tribe of 4 girls (4 pineapples) that were capable of activating pure collaboration. It didn’t have to be always 4 of us, but when projects came on board we had the chance to get together and create better stuff than I did if I was on my own. As well, there’s another part of the business model that I would like to relate with “pineapple recycled products” such as shoes or clothing made out of pineapple…
It was the moment to start sharing this idea and testing it. How did others feel the brand? When I did, a friend of mine, Michele Newport, asked a wise question: “what would be your ideal customer?”. Simple. And this became the key for what Four ppineapples is now.
Seeking inspiration to answer the question. I started to read Seth Godin emails (I keep them unread for these kinds of moments), and so I started to think about our ideal customer. This easy exercise helped to redefine the truth values of the brand. And this is "Why Pineapples", we highly recommend to clicking on the link to find out the final branding solution.
The brand still keeps evolving and now we have started a revolution for consumers to help them to make more conscious choices. Don’t miss it & join the revolution!
Or better known as EMOTYPE (thanks, Alba Moreta for clarifying LOL!)
This is another full conversation; if you want to learn about all the mistakes I did while creating my logotype don’t miss the last blog!