BRAND MANIFESTO & WEB. Claims, copywriting. Identity concepts and tone of voice.

My first move to create a brand manifesto, a company profile or to compile the concepts necessary for a rebranding is always to establish what I call "the map". This map is a simple scribbled patchwork (patchword) in which to go through and establish links between ideas (or get around them).

I don't think it is a very original procedure. It is only the document prior to the first sifting and the first writing. In any case, I like to revisit and value these foundational gestures. Sometimes I discover in them lost paths, narrow and tangled but with great potential.

"Coffee is a plant, not a cup." "We refuse to contribute to the end of the world, the end of life, the end of cultures." "Perfection without a smile only serves to dirty the cup."