The emerging challenge of brand design and brand management in social innovations

Abstract

Addressing the challenges of brand design in the field of social innovation is an emerging and timely question, particularly for social brands who are faced with the challenge of competing in terms of quality with other brands. The paper discusses the value that design can attribute to the branding of ethical products through a case-based discussion of two companies: Libera Terra and Lush. Libera Terra is a social enterprise based in Italy that employs disadvantaged workers to produce organic food and wine on lands confiscated from the mafias. Lush, on the other hand, is a handmade cosmetic retailer based in the UK who is working on maintaining brand perception despite becoming a global chain. The paper explores the role of design in the brand management of social enterprises and how integrating design culture into these organizations could help the sector mainstream their products and services.