The first wave of serious online bullion dealers established the standard for customer experience. But their formula became generic and their brands generally lacked personality. The aim for this brand concept was simple: create a visual identity for an online bullion dealer that stands out from generic online vendors, injecting fresh personality into the sector.
The brand color: bright red – permanent, immediate, and passionate. Straight away, the brand is differentiated from the greys and yellows of most online bullion dealers. Passion: red stands for the urgency of investing, and the fear of missing out. Also, as this is in a UK-based operation, with free UK delivery, it is heavily reliant on the trust and guarantees of the Royal Mail. By matching the Royal Mail’s red, the brand establishes a continuous color from purchase to delivery.
The logo is composed of a bold typface, and a typeface that is reminiscent of the Wild West – evoking the Gold Rush era and the rugged individualism of cowboys and mining exploration.
Unlike others in the sector, the brand makes use of guerilla marketing, and internet memes that were popular at the time. We sought inspiration from popular forums and sites that were bullion-centric, and sites that discussed the shared themes of bullion investors: money printing, irresponsible economic policies, conservatism, self-preservation, self-sufficiency, privacy, security. The entire brand and marketing strategy was aimed at the first-time investor, looking to make a purchase of £1000-£3000.
Our brand strategy covers everything: even the sound of a brand. The soundtrack of Epic Bullion is perhaps unsurprisingly, The Ecstasy of Gold, by Ennio Morricone. The music is familiar territory for a gold investor, yet perfectly sums up the contrarian, adventurous appeal of Gold and Silver. It matches the typeface of the logo, and allowed the brand to toy with popular touchstones of bullion mythology.