A different take on chocolate

By |2016-11-07T21:52:30+00:00November 7th, 2016|Brand strategy, Packaging, Words|

We’ve been really impressed this month with Oliphen‘s take on traditional chocolate. The Cypriot confectionery company has introduced mediterranean inspired olives and grape seeds for their antioxdient benefit.  It’s branding bypasses the usual taste/indulgence messaging in favour of scientific benefits of the polyphenols – clinical confectionery if you will. The design is beautiful, inspired by [...]

Avoiding the excesses of corporate language

By |2016-11-07T21:46:21+00:00November 7th, 2016|Brand strategy, Words|

Working with large corporates we’re continually looking for ways to help our clients avoid some of the excesses of corporate language. Their desire to appear authoritative can often result in faceless communication that is both distant and unremarkable.   These days clear and human communication is essential but even then, it will only take a [...]

Be a fanatical wordsmith – sharing David Ogilvy’s legacy

By |2016-10-30T14:25:04+00:00August 27th, 2015|Advertising, Words|

We are fanatical wordsmiths here at 12 Miles North. We have an insatiable appetite for words, structures, ideas and for reading the work of the great tacticians in the world. David Ogilvy is one such master and we never tire of collecting his wisdoms and punchlines, particularly those that stop you in your tracks and [...]

Best recruitment ad ever?

By |2016-10-30T14:25:10+00:00June 18th, 2015|Words|

The jury is still out as to whether this ad supposedly placed by the polar explorer Sir Ernest Shackleton is true or not. But regardless, more than a century after it reputedly appeared, the ad is still lauded as one of the best examples of copywriting ever seen. […]

The language of luxury

By |2016-10-30T14:25:12+00:00May 11th, 2015|Advertising, Brand strategy, Words|

Interesting to read Nick Asbury’s article in Creative Review (30/4/15) rationalising the difficulties writers face when conveying ‘luxury’. The word ‘luxury’ and its counterparts, Nick suggests, are overused and confusing. For example, what’s the difference between ‘luxury’ and ‘premium’? How about ‘premium’ and ‘prestige’? And how about ‘superprime’? […]