Discovery

It was an honour for Percept when asked to create the branding and communication design for this charity that raises much needed funds and awareness for breast cancer through hospitality events.

Much of the discovery process was to see how we could build on the awareness of the events they had run in previous years. These events are held annually in Jensens and Summer Salt restaurants as well as their cocktail bar, Papa J’s, centring around the colour pink which is already well-associated with the breast cancer charity efforts.

Strategic Branding

Pecept recommended brand naming in order to establish an ownable brand identity for the cause. Percept’s strategic branding approach on this project led to the creation of the brand name, KNIP.

KNIP is ‘Pink’ spelt backwards. It’s proudly unique, strong, cheeky and memorable. It represents an attitude of turning things around with a playfulness they can embrace, such as the spin on the reference in the tagline, Nipping Cancer in the Butt.

KNIP believes that knowledge is power, so we strive to educate individuals about breast cancer prevention, detection, and treatment. The aim is to raise $250k for the National Breast Cancer Foundation.

KNIP understands that a cancer diagnosis can be overwhelming so the foundation offers support networks, events and raffle prizes that help to empower patients and their families. In doing so they aim to help the community regain control over their lives and health.

In their relentless pursuit of a world without breast cancer, KNIP actively supports and collaborates with leading local businesses and professionals. KNIP believes in the strength of the community and engages in advocacy efforts to promote early detection as they encourage everyone to join in the movement to make a true difference for those impacted by breast cancer.

KNIP positions itself as a compassionate, empowering, and action-oriented brand dedicated to preventing, detecting, and ultimately eliminating breast cancer. It stands out for its dedication to innovation and its unique, empowering message of ‘Nipping Cancer in the Butt’.

KNIP aims to create an immersive brand experience that is informative, uplifting, and action-oriented. The brand experience should make individuals feel empowered and supported in their breast cancer journey, instilling a sense of hope and unity.

By following this brand strategy and leveraging the characteristics of a brand identity that stands up to be noticed, KNIP can effectively convey its message, engage its target audience, and make a significant impact in the fight against breast cancer while proudly referencing its mission.

Brand Identity

The KNIP logo is clean and stylish so it can be used in a multitude of branded promotional products, such as merchandise, signage and even packaging design for their own wine branding. It features a modern, condensed typeface, with the iconic pink evoking unity and strength in the fight against breast cancer.

The colour palette across the brand identity is primarily pink with contrasting black to make an impactful statement. A vibrant and intentionally clashing secondary palette, including the use of orange gives depth and recognition to the brand.

The brand typography consists of a contemporary, bold italicised font for a timeless and confident look with a subliminal nod to always moving forward.

The brand identity uses imagery that includes both portraiture of individuals celebrating life after recovery as well as being proactive in their day-to-day health. The photography has been shot in a monochromatic studio setting to give a raw focal point to each character involved with the foundation.

Communication Design

Building on the brand identity design that features graphically stylised boobs, nipples and butts, the tone of the communication design demanded cheekiness!

Clear and clever messaging was developed such as the playful ‘beat breast cancer’ visual wordplay featured in much of the communication design used in the brand’s promotional material.

KNIP — Nipping Cancer in the Butt.