Heels Make Deals at How to Brand: The Role of Design in Rebranding
On March 27th, our team presented at the first edition of the How to Brand conference in Brno, focusing on the rebranding process for marketers, founders, and brand creators.
Date
Category
Key Talk Theme: Design as Strategic Asset
The studio's keynote presentation centered on a core argument: "Design is not an afterthought or 'nice-to-have,' but a strategic tool for influencing perception." Rather than treating design as cosmetic enhancement, the presentation demonstrated how thoughtful design can reshape perception and unlock growth.
The Korunní Case Study
The presentation featured the rebranding of Korunní, a Czech mineral water brand owned by beverage group Kofola. The brand had become associated with "cheap and generic" positioning. The rebrand repositioned it as "a modern, refreshing, everyday oasis for city life."
Core Takeaways Shared
The studio emphasized five key principles:
Clarity before creativity – Define identity, offerings, and direction first
First impressions are decisions – In crowded markets, intuition drives choice
Specificity matters – "Trying to be everything leads to nothing"
Emotions over explanations – People connect with feeling, not function
Co-creation – "Choose your agency like you'd choose a co-founder"
Client Perspective
Katarína Pereszlényiová, Senior Brand Manager for Korunní at Kofola ČeskoSlovensko, presented immediately after, sharing the implementation process from internal alignment through market launch.
Latest Articles.
Thoughts, ideas, and perspectives on design, simplicity, and creative process.
