Have you noticed lately the plethora of makeover programmes, all trying to make is thinner, prettier, younger, fitter and happier? Just what is the appeal of refreshing the way we look? After all, the tears of joy and sense of achievement are very real after the event and it must be more than a simple dash of mascara or dropping of a dress size.

Apply this to catching your customer’s attention and think how a new product, logo or communications strategy could lift your brand (no surgery required). We had a ball producing some new brownie flavours for Sweet As, which expanded the company’s product portfolio and meant creating the names, look and overall packaging to entice and showcase the specialist recipes (and carrying out the essential taste tests, naturally). Added to the new shop signage, it showed that expanding a company should go hand in hand with polishing, revising and refreshing the look of the brand. Not a bad way to start 2010…

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