At Skyne we believe in the power of branding to greatly elevate perceptions. Our fundamental belief is that branding can mold how a particular product or service is perceived – and combining this with the brand’s values and ambitions can create an impact in the minds of your target audience.
If you want people to feel or think a certain way about your company – branding instills that belief in people’s minds and hearts.
Our experiment: high-fashion brands as everyday supermarket objects
To put this to the test, our team wanted to conduct a thought experiment: will association with a brand really elevate perception and value in people’s minds? For this experiment, with the power of AI, we wanted to envision high-fashion brands retargeted as everyday supermarket objects – in this case, soda cans!
By doing this we ask the question – would the brand still retain its value in this new outlet?
Gucci
Let’s start with Gucci, known for its eccentric accessories, statement handbags, and iconic couture. But if you strip away the fashion assets – what remains? The essence of Gucci – or its DNA. Its perception of design, quality, and luxury still holds strong.
The soda cans become transformed with the brand – almost conveying a different message entirely. They don’t just become containers for drinks anymore. They represent the brand’s quality, and luxury. They also become a canvas for the brand’s artistic expression coming into play.
Bottega Veneta
For example, cans inspired by Bottega Veneta would have their trademark leather on them, the criss-cross pattern that is so reminiscent of the brand is immediately recognisable even without the logo.
Chanel
A well-crafted brand can infuse ordinary objects with extraordinary meaning, allowing them to resonate with consumers on a much deeper level. This is easily evident in the way a Chanel logo on a soda can, evokes feelings of elegance and sophistication, which can turn the entire experience of taking a sip from the can into high art.
With this exercise, we have transformed soda cans into luxury. Seeing these in stores, you would instinctively place them at a higher price point, as the immediate perception is drastically elevated.
We learn a great lesson with this thought experiment
It reminds us that a brand’s DNA lies not only in its products but in the emotion, value, and prestige it carries. Whether on a catwalk or a supermarket shelf, when done right, a strong brand can be effective anywhere and create intrinsic value in the minds of consumers.