How brands tell stories

Above A mythical character takes centre stage in the branding for Wookey Hole, reminiscent of the twin-tailed mermaid from the Starbucks logo. The Unilever 'U' icon features 25 symbols representing different aspects of the company's mission.

While writing the previous edition of Fjord Focus, I was reminded of the logo for Wookey Hole show caves, and how strikingly it resembles Starbucks. A central mythical figure, a star, and a circular composition. But this isn’t a criticism. On the contrary, it’s a brilliant example of branding done right. Here’s why:

1. Eye contact
Sharp, modern, and beautifully drawn, the central figure pays homage to the story of the Wookey Hole Witch. Her direct gaze gives the logo real power. Humans are hardwired to seek out faces; we do it from birth. That eye contact creates an instant emotional connection, drawing viewers in.

2. The details
Look closer and you’ll spot a host of witchy elements woven into the design: newts, serpents, broomsticks, and more. Each one perfectly tessellated into the pattern around her head. These layered illustrations deepen the story, much like the symbols in Unilever’s ‘U’ icon, each representing a part of the brand’s world. It’s branding as visual storytelling.

3. The tagline
Caves. Legends. Adventures. A great tagline does more than describe; it communicates value. This one delivers a clear sense of place and promise, capturing the essence of the attraction in just three words. It’s not just a label; it’s an invitation to explore.