How Brands Are Built: Episode Summary Featuring Alex Senter
Podcast Information:
- Title: How Brands Are Built
- Host: Rob Meyerson
- Episode Title: Alex Center links package design to fashion
- Release Date: July 2, 2024
Introduction to Alex Senter
In this episode of How Brands Are Built, host Rob Meyerson welcomes Alex Senter, the founder of the award-winning design and branding studio, Center. Alex brings a wealth of experience from his decade-long tenure at the Coca-Cola Company, where he played a pivotal role in building iconic brands such as Vitamin Water, Powerade, and Smart Water. Today, Center collaborates with prominent clients including United Sodas of America, Apple, Haywear, Goodlight, New Balance, Simulate, and Liquid Death. Alex also shares his admiration for Alina Wheeler’s Designing Brand Identity, which has significantly influenced his approach to brand building.
From Coca-Cola to Center: A Career Transformation
Rob Meyerson delves into Alex's career transition from Coca-Cola to founding Center. Alex reflects on his decision, stating:
“I had always dreamed of putting my last name on a door and starting a design studio.” [02:05]
After ten years at Coca-Cola, advancing from junior designer to director, Alex felt it was time to explore new horizons and take a significant risk by starting his own company. Despite the comfort and success at Coca-Cola, the desire to innovate and lead his own brand-building initiatives propelled him to establish Center in 2018.
Center’s Achievements and the Birth of Front and Center Podcast
Rob acknowledges Center’s success and the numerous awards Alex has garnered. Shifting the conversation, Rob inquires about Alex’s podcast, Front and Center. Alex explains the inspiration behind it:
“Designers are always. Have been taking themselves too seriously for a really long time.” [04:39]
Front and Center is a weekly podcast co-hosted by Alex and copywriter Kevin Batori. The show aims to inject fun and entertainment into discussions about design and culture, mirroring the dynamic conversations designers often have in studios. Each episode typically covers the top five topics in design and branding, featuring both casual chats and guest interviews.
The Influence of Designing Brand Identity
A significant portion of the discussion centers around Alina Wheeler’s Designing Brand Identity. Alex recounts his first encounter with the book during his college years:
“I take the work I do very seriously, but not myself.” [09:08]
Assigned as a required reading, the book provided Alex with a pragmatic and humanized approach to brand identity, contrasting the more theoretical focus of his formal education. His appreciation for Wheeler’s blend of humor and directness led to a meaningful interaction at a conference, resulting in his inclusion as a quoted contributor in the book’s latest edition. Additionally, Alex highlights how Center’s projects, such as the United Sodas of America case study, are featured in the book, showcasing the practical application of Wheeler’s principles.
The Art and Science of Package Design
Rob shifts the focus to package design, a specialty of Alex’s at Center. He poses a fundamental question about what sets package design apart from other forms of graphic or brand identity design. Alex elaborates:
“Packaging is sort of like an introductory to you, who you are as a brand and the product.” [18:25]
Alex emphasizes that package design serves as the brand’s first physical touchpoint with consumers, especially in crowded marketplaces like supermarkets. Unlike digital or broader brand identities, package design must communicate the brand’s essence within the limited space available. It acts as a mini-introduction, inviting consumers to engage with the product amidst thousands of competitors.
Case Studies: United Sodas of America, Butter, and Catkin
United Sodas of America
Alex discusses the design strategy behind United Sodas of America, highlighting the use of a matte finish and a minimal aesthetic to differentiate the brand:
“Packaging is sort of the main, most important touchpoint...” [20:54]
The matte texture was chosen to convey a sense of luxury and elevate the product beyond traditional beverage packaging. By focusing on color to indicate flavor and creating a design that complements consumers’ lifestyles, United Sodas aims to be more than just a beverage—it aspires to be a fashion accessory and a part of the consumer’s identity.
Butter: A Bold Entry into the Cannabis Market
Transitioning to the cannabis industry, Alex introduces Butter, a Michigan-based company aiming to mainstream cannabis branding. Highlighting the uniqueness of Butter’s yellow packaging in a predominantly green market, Alex explains:
“...zigging when everyone else bags.” [35:51]
Butter’s branding strategy focuses on making cannabis fun and elevating it from its often stigmatized and luxury-oriented counterparts. By embracing vibrant colors and a playful identity, Butter seeks to position itself as an accessible, mainstream brand that resonates with a broader audience.
Catkin: Redefining Cat Care with Attitude
Finally, Alex presents Catkin, a London-based cat care company, as another example of Center’s approach to differentiation. Catkin breaks away from the conventional, soft aesthetics of typical cat food brands by embodying a punk rock spirit:
“The sort of mantra. It's like, oh, is it too fluffy? It just feels too fluffy.” [42:39]
Through edgy typography inspired by protest posters and dynamic photography that captures cats' playful aggression, Catkin appeals to cat owners who view their pets as empowered and independent. This bold branding distinguishes Catkin in a market saturated with overly cute and traditional designs.
Inspirations and Recommendations
Alex expresses his admiration for innovative brands like Liquid Death and Ghetto Gastro, acknowledging their impact on modern branding practices. He also recommends Brand Thinking and Other Noble Pursuits by Debbie Millman, praising its insightful conversations with industry experts:
“If you're into branding, I think that to me is the first book as to sort of what is it?” [48:20]
Advice for Aspiring Designers
When asked about career advice, Alex emphasizes the importance of being a passionate fan of brands and staying curious:
“You have to have a career in this as much as it is about, you know, the making of things, it's about sort of, you know, a lot of other parts of brand building.” [50:40]
He encourages young designers to immerse themselves in brand culture, build relationships, and continually research and explore interests beyond just the design aspect. This holistic approach, according to Alex, is crucial for successful brand building.
Connecting with Alex and Center
Alex invites listeners to explore more about Center and his work through their website center.design, Instagram, and the Front and Center podcast. Additionally, he mentions an upcoming talk at the First Round conference on May 10th, where he will showcase Center’s pitching process.
Conclusion
Rob Meyerson wraps up the episode by expressing gratitude for Alex's contributions to both the podcast and Designing Brand Identity. He encourages listeners to engage with Center’s work and Alex’s insights, highlighting the enduring impact of thoughtful package design in building successful and memorable brands.
Notable Quotes:
- “I had always dreamed of putting my last name on a door and starting a design studio.” — Alex Senter [02:05]
- “Designers are always. Have been taking themselves too seriously for a really long time.” — Alex Senter [04:39]
- “I take the work I do very seriously, but not myself.” — Alex Senter [09:08]
- “Packaging is sort of like an introductory to you, who you are as a brand and the product.” — Alex Senter [18:25]
- “...zigging when everyone else bags.” — Alex Senter [35:51]
- “You have to have a career in this as much as it is about, you know, the making of things, it's about sort of, you know, a lot of other parts of brand building.” — Alex Senter [50:40]
For more insights and design inspiration, visit thealexcenter.com and subscribe to the Front and Center podcast.