ABSTRACT
Every respectable company has a mission statement from which the holy brand values are developed. These values should express everything the company stands for or wants you to believe they stand for. Often they are developed only to act as guidelines for advertising or graphic design briefings in order to evoke the right emotion in all the printed matter. In most cases, advertising is used to create an ‘add-on’ emotion to the product. It is strange that brand values are rarely used to steer a design process of the product itself. We believe that it is interesting to use them as a starting point in order to create a product that evokes emotions that match with the company goals. Heineken advertisements show you a world, which is young, dynamic and gives you a lot of fun. The beer bottle itself does the opposite. Volvo cars of the ‘80’s, with their’ chunky’ bumpers express safety, which was the keyword in their mission statement.
