Concrete

is a creative brand agency.

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Four years after launching the startup lipstick brand BITE Beauty, Concrete created the company’s first major product since its inception. The launch of Amuse Bouche, a reformulation of BITE’s core lipsticks, provided an opportunity to expand the fledgling brand’s media presence. Concrete created an integrated campaign that included an elaborate sampling kit for North American beauty editors, a brand and product microsite as well as brand and product videos.

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As part of the Joe Fresh’s plan for expansion into global markets, Concrete was engaged to update Canada’s largest apparel brand. Concrete undertook an audit of the entire Joe Fresh Brand – brand story, visual identity, and visual and verbal brand voice – and created a comprehensive set of brand standards that featured a bolder logo, whimsical language and more expressive on-figure photography. The project also involved the creation and packaging of sub-brand categories that included beauty, intimates and denim.

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Capo Capo Aperitivo

Capo Capo is a joint venture between Concrete, a group of entrepreneurs in the wine sector, and a century-old Italian maker of fine spirits. A reinvention of the classic Italian ‘apperitivi rossi,’ Capo Capo blends the romance of fine Italian artisanal spirits with contemporary cocktail culture. Concrete created the strategic positioning and integrated brand campaign that included name, visual identity, product packaging, promotional material, website and social media.

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Concrete was engaged by McDonald’s as part of the iconic brand’s global initiative of redesigning all its restaurants. Concrete created multiple environmental graphic packages for the North American market. The strategy was to create various themed interior graphics that communicated the company’s values while also allowing for the variability demanded by specific location and owner/operator requirements. The environmental components include primary graphics, patterns, color stripes, and legacy, energizing, and localizing graphics.

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Despite positive brand recognition, Mountain Equipment Co-op, an iconic Canadian retailer of outdoor recreation clothing and gear, engaged in a brand update as part of its efforts to increase its market share. As part of a comprehensive brand renewal, Concrete developed the positioning, “We Are All Outsiders,” shifting the brand away from its “hardcore outdoor” image. The project included a new visual identity supported by a multi-platform launch campaign – product labeling, website, store signage, packaging, video and advertising.

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When ING Direct Canada was acquired by Scotiabank from the Dutch global financial institution, the purchase agreement stipulated a name change. Concrete was selected to join a best-in-class team to transition the on-line bank to a new identity. The new brand identity builds on the perception of ING Direct as a “challenger brand” to the established big five Canadian banks. In addition to the new visual identity, Concrete developed a comprehensive set of graphic standards for print, advertising and website.

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San Francisco-based Perricone MD, a line of premium anti-aging skin care products, turned to Concrete when an ill-considered packaging redesign resulted in drastically declining sales. Concrete’s assessment of the situation, recommended abandoning the new design and look to the brand’s origins as inspiration for a revitalized brand identity. Concrete executed a complete brand overhaul that included visual identity, primary and secondary packaging, website, and advertising. Sales rebound immediately upon launch of the renewed brand Concrete continues to work with Perricone MD on product launches, videos, media events and all other initiatives that affect the brand.

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Concrete’s relationship with Keilhauer goes back more than 20 years, when the Toronto-based manufacturer of high-end, office seating was just beginning its foray into the crowded North American market furniture market. Concrete has been involved in every aspect of the company’s brand as Keilhauer has experienced 30 times the growth and has established themselves as a respected player in the sector. Concrete continues to to work with the company, developing launch campaigns for new products and other brand initiatives.

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BITE Beauty is a line of lip products made from entirely natural, food-grade ingredients. In creating the brand identity for this startup venture, Concrete’s strategy was to position BITE as a fashion-first brand and allow customers to discover the “good-for-you” aspects of the line. Launched in 2012 exclusively at Sephora, BITE grew quickly becoming the retailer’s biggest selling lipstick. In fall of 2014, BITE Beauty was acquired by the French multi-national luxury goods group LVMH.

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Concrete’s work with Toronto-based fashion designer Lida Baday represents one of the agency’s many long-term client relationships. Over their nearly 20-year collaboration, Concrete has developed a visual language that brings the brand’s signature style to life, employing sophisticated imagery and such unconventional models as anti-establishment grunge icon Kirsten Owen to project a sense of maturity and understated sensuality.

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Mark McEwan is no ordinary chef. He’s got four bustling restaurants, a high-end catering business, a thriving reality-TV career and a 20,000-foot gourmet food store. Renowned as Toronto’s preeminent chef, he is an equally adept entrepreneur.

When McEwan announced he was planning his take on rustic Italian food, he approached Concrete to create the visual identity. Located in a non-descript, beige box of a space in a newly built open mall, the visual brand was vital in imparting a sense of lively authenticity to the new restaurant.

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Concrete’s work with global hearing aid manufacturer, Unitron, began with a brand overhaul. Concrete developed four distinct programs: a revised identity program to strengthen the Unitron name; a distilled and concise brand strategy and narrative; a new product marketing campaign platform; and a brand credibility campaign. The principal idea of the new positioning was to create a stronger and more consistent voice by placing the Unitron brand at the core of all sales and marketing efforts.

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