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Branzas Stejar De esenta tare
- 4. © 2007 branzas
your brief in short.
history / future.
Stejar was launched in December 2005 as the
first strong beer brand, with 7% alcohol content.
your brief in short
branzas proposal
brand concepts
- 5. © 2007 branzas
your brief in short.
history / future.
Stejar was launched in December 2005 as the
first strong beer brand, with 7% alcohol content.
Stejar has an 1% market share and is the leader
of the Strong Beer niche (2% market share).
your brief in short
branzas proposal
brand concepts
- 6. © 2007 branzas
your brief in short.
history / future.
Stejar was launched in December 2005 as the
first strong beer brand, with 7% alcohol content.
Stejar has an 1% market share and is the leader
of the Strong Beer niche (2% market share).
The aim is to grow Stejar outside this niche, and
get about 4 - 5% volume market share.
your brief in short
branzas proposal
brand concepts
- 7. © 2007 branzas
your brief in short.
history / future.
Stejar was launched in December 2005 as the
first strong beer brand, with 7% alcohol content.
Stejar has an 1% market share and is the leader
of the Strong Beer niche (2% market share).
The aim is to grow Stejar outside this niche, and
get about 4 - 5% volume market share.
To go outside the niche, there will be launched a
new variant, with 5.8% alcohol.
your brief in short
branzas proposal
brand concepts
- 8. © 2007 branzas
your brief in short.
objectives.
Launch a new variant of Stejar, with 5.8%
alcohol content.
your brief in short
branzas proposal
brand concepts
- 9. © 2007 branzas
your brief in short.
objectives.
Launch a new variant of Stejar, with 5.8%
alcohol content.
Evolve the current packages.
your brief in short
branzas proposal
brand concepts
- 10. © 2007 branzas
your brief in short.
why change.
The strong character of the brand will be
used in order to access a bigger volume
pool – mainstream beer segment.
your brief in short
branzas proposal
brand concepts
- 11. © 2007 branzas
your brief in short.
positioning changing.
The desired positioning for Stejar is in
vitality / stimulation
your brief in short
branzas proposal
brand concepts
- 12. © 2007 branzas
your brief in short.
positioning changing.
The desired positioning for Stejar is in
vitality / stimulation
your brief in short
branzas proposal
brand concepts
- 13. © 2007 branzas
your brief in short.
positioning changing.
The key characteristics of vitality /
stimulation positioning are:
power
strength
dynamism
straightforwardness
pure masculinity
setting own limits
challenging existing rules
your brief in short
branzas proposal
brand concepts
- 14. © 2007 branzas
your brief in short.
target groups.
Main target:
Male, 25 – 35 y.o., medium & high income,
medium to high education
your brief in short
branzas proposal
brand concepts
- 15. © 2007 branzas
your brief in short.
target groups.
Main target:
Male, 25 – 35 y.o., medium & high income,
medium to high education
Broad Target:
Male: 25 – 40 y.o., medium & high income,
medium to high education
your brief in short
branzas proposal
brand concepts
- 16. © 2007 branzas
your brief in short.
target consumer.
Stejar consumer is a young man, aged 29. He is confident,
adventurous and he wants to live his life. He is a free spirit and
does all things his way, challenging the existing rules.
your brief in short
branzas proposal
brand concepts
- 17. © 2007 branzas
your brief in short.
target consumer.
Stejar consumer is a young man, aged 29. He is confident,
adventurous and he wants to live his life. He is a free spirit and
does all things his way, challenging the existing rules.
He seeks for freedom, and wants to touch the limits. He is a rough
man who doesn’t speak too much, reliable, and a bit rebellious.
He likes competitions, being modern, going out a lot.
your brief in short
branzas proposal
brand concepts
- 18. © 2007 branzas
your brief in short.
target consumer.
Stejar consumer is a young man, aged 29. He is confident,
adventurous and he wants to live his life. He is a free spirit and
does all things his way, challenging the existing rules.
He seeks for freedom, and wants to touch the limits. He is a rough
man who doesn’t speak too much, reliable, and a bit rebellious.
He likes competitions, being modern, going out a lot.
your brief in short
branzas proposal
brand concepts
- 19. © 2007 branzas
your brief in short.
current packages.
your brief in short
branzas proposal
brand concepts
- 20. © 2007 branzas
your brief in short.
consumer take-out on current packages.
BOTTLE
The bottle was seen as drawing down the brand
towards a common and regular image.
Even obsolete, fusty, since reminding of the old
communist packages for beer.
A beer for tough moments in life, when one
wants just to drink and forget.
A mature and grim brand, severe, for solitary
moments.
your brief in short
branzas proposal
brand concepts
- 21. © 2007 branzas
your brief in short.
consumer take-out on current packages.
CAN
Conveys strength, power, a coarse and savage
force, waiting to be explored and discovered.
It was seen as challenging towards dynamism
and adventure, living intensely.
The can’s background colour was seen as
unconventional and unique.
your brief in short
branzas proposal
brand concepts
- 22. © 2007 branzas
your brief in short.
consumer take out – wanted results.
KNOW
There is a New Stejar variant available.
your brief in short
branzas proposal
brand concepts
- 23. © 2007 branzas
your brief in short.
consumer take out – wanted results.
KNOW
There is a New Stejar variant available.
BELIEVE
Stejar has strength and dynamism and it’s a pure
masculine brand.
your brief in short
branzas proposal
brand concepts
- 24. © 2007 branzas
your brief in short.
consumer take out – wanted results.
KNOW
There is a New Stejar variant available.
BELIEVE
Stejar has strength and dynamism and it’s a pure
masculine brand.
FEEL
It is more beer in this beer: strong and intense
taste, darker colour.
your brief in short
branzas proposal
brand concepts
- 25. © 2007 branzas
your brief in short.
consumer take out – wanted results.
KNOW
There is a New Stejar variant available.
BELIEVE
Stejar has strength and dynamism and it’s a pure
masculine brand.
FEEL
Is more beer in this beer: strong and intense
taste, darker colour
DO
Try and drink the New Stejar.
your brief in short
branzas proposal
brand concepts
- 26. © 2007 branzas
your brief in short.
design objectives.
The mainstream brands in Romania can be
clustered as:
playful/rebellious: Bergenbier, Skol, Ciuc
mature/conformist: Timisoreana, Golden Brau
your brief in short
branzas proposal
brand concepts
- 27. © 2007 branzas
your brief in short.
design objectives.
The mainstream brands in Romania can be
clustered as:
playful/rebellious: Bergenbier, Skol, Ciuc
mature/conformist: Timisoreana, Golden Brau
Stejar will access the playful/rebellious area,
rather through the “rebellious” side than through
the “playful” side.
your brief in short
branzas proposal
brand concepts
- 28. © 2007 branzas
your brief in short.
design objectives.
For the new variant pack(5.8% alcohol content):
powerful mainstream beer (seen on shelf)
more premium than the other mainstream beers
bridges the gap between normal and strong
beers
your brief in short
branzas proposal
brand concepts
- 29. © 2007 branzas
your brief in short.
design objectives.
For the new variant pack (5.8% alcohol content):
powerful mainstream beer (seen on shelf)
more premium than the other mainstream beers
bridges the gap between normal and strong beers
For evolving current pack (7% alcohol content):
solve the problems of current image
inside is the same Stejar strong beer
your brief in short
branzas proposal
brand concepts
- 30. © 2007 branzas
your brief in short.
design considerations.
Iconography
The Stejar tree can be evolved, his drawback
being its lack of dynamism.
Colours
Dark red – for Stejar 7%. For the new variant
consider another colours.
Product
Stejar is a more concentrated beer than regular
beers.
your brief in short
branzas proposal
brand concepts
- 31. © 2007 branzas
your brief in short.
deliverables.
According to brief
Packages
BOTTLE 0.5
CAN 0.5
Multipack 6 CAN
Carton Box 6 Bottles
PET 1 L
PET 2 L
Brand Manual
Directions for glassware
Direction for furniture (TBD)
your brief in short
branzas proposal
brand concepts
- 32. © 2007 branzas
your brief in short.
deliverables.
For pitch
Packages
BOTTLE 0.5
CAN 0.5
Brand world
your brief in short
branzas proposal
brand concepts
- 54. © 2007 branzas
Stejar
will be lively, masculine, strong.
unique. speaks his mind.
brings you to life intensely.
unconventional. modern.
- 78. © 2007 branzas
is straightforward. Its construction
is vertical and horizontal.
Stejar
- 86. © 2007 branzas
brand concept 1.
Stejar – strength and masculinity.
A man`s world is dominated by power and
competition. Every man wants to be perceived as
a powerful individual, who has success when
competing with others.
Stejar is not just a strong beer, but is the beer
you can trust, a brand for powerful men who like
to live memorable moments and celebrate their
victories.
your brief in short
branzas proposal
brand concepts
- 87. © 2007 branzas
Stejar has a strong character and conveys
confidence, stability and leadership. Connected with
the real values of a man`s world, it conveys
competence and authority. Stejar gives the feeling of
being a man who knows and obtains what he wants.
your brief in short
branzas proposal
brand concepts
brand concept 1.
Stejar – strength and masculinity.
- 88. © 2007 branzas
brand concept 1.
Stejar – strength and masculinity.
Personality Substantiators
natural power stejar tree, brand name, claim
stronger taste dark red and green colours
masculinity oval shape
competence bold, contrast
balanced symmetry, clear cut areas
no compromises clear arrangement of elements
your brief in short
branzas proposal
brand concepts
- 92. © 2007 branzas
brand concept 2.
Stejar – the power of a free spirit.
A man who likes to explore and discover needs
to set his own limits. He evaluates every situation,
takes his risks, and enjoys acting for the best
results.
Stejar is the strong beer for powerful men who
like to live their lives intensely, and who are not
afraid to challenge the existing rules in his
endeavour to touch the limits.
your brief in short
branzas proposal
brand concepts
- 93. © 2007 branzas
brand concept 2.
Stejar – the power of a free spirit.
Stejar is an open minded explorer and conveys
strength, courage and expertise. A self-confident
brand, Stejar goes behind the limits. It conveys
savage force, energy, dynamism and a strong feeling
of independence.
your brief in short
branzas proposal
brand concepts
- 94. © 2007 branzas
brand concept 2.
Stejar – the power of a free spirit.
Personality Substantiators
strong, rough contrast
stejar tree, brand name, claim
original, innovative strong colours
active, dynamic bold and round elements
self confident stejar tree on central area
free, independent opened layout constructions
your brief in short
branzas proposal
brand concepts
- 98. © 2007 branzas
brand concept 3.
Stejar – young and powerful challenger.
A rough man who likes action and competition
will fight to conquest the world. He enjoys living
his life totally committed in everything he does.
Stejar is the strong beer for powerful and active
men, a trustful and reliable brand, who defines its
character from the strongest values of
masculinity.
your brief in short
branzas proposal
brand concepts
- 99. © 2007 branzas
brand concept 3.
Stejar – young and powerful challenger.
Stejar is young and strong. It conveys freedom,
energy and strength. Liking originality and novelty,
Stejar is a natural challenger. It conveys force and
confidence, and gives the feeling of being free and
powerful.
your brief in short
branzas proposal
brand concepts
- 100. © 2007 branzas
brand concept 3.
Stejar – Young and powerful challenger.
Personality Substantiators
challenger distinct colours and high
contrast
original lively colours, round shape
active, young red and green
man strength clear shapes, bold, outlines
stejar tree, name, claim
remarkable,
full of character distinctive construction
your brief in short
branzas proposal
brand concepts
- 103. © 2007 branzas
brand concept 3.
Stejar – young and powerful challenger.
brand world touchpoints.
- 104. © 2007 branzas
brand concept 4.
Stejar – the essence of natural power.
A strong man who likes action and competition
will fight for conquering the world. He enjoys
living his life totally committed in everything he
does.
Stejar is the only beer for powerful men, a trustful
and reliable brand, who defines its character
from the strongest values of masculinity.
your brief in short
branzas proposal
brand concepts
- 105. © 2007 branzas
brand concept 4.
Stejar – the essence of natural power.
Stejar symbolizes the power of nature. Connected
with the strong values of action, sport and
competition, Stejar is enthusiast and dynamic. It
conveys force, and gives the feeling of living his life
as a powerful man does.
your brief in short
branzas proposal
brand concepts
- 106. © 2007 branzas
Brand Concept 4
Stejar – the essence of natural power
Personality Substantiators
natural power stejar tree, claim, brand name,
dark red and green
passionate lively and deep colours
self confident stejar tree centered, bold
remarkable construction, white bold,
contrast, outlines
modern, original unique arrangement of
elements
your brief in short
branzas proposal
brand concepts
- 109. © 2007 branzas
brand concept 4.
Stejar – the essence of natural power.
brand world touchpoints.
- 110. © 2007 branzas
brand concept 5.
Stejar – power and distinction.
After his fights against the world, a successful
man needs the recognition of his facts. He knows
he is a powerful man, who stands out from the
crowd, and likes to be perceived as well.
Stejar is the strong beer for an elite of powerful
men. Strong and refined, Stejar represents a
standard for the mainstream beers segment.
your brief in short
branzas proposal
brand concepts
- 111. © 2007 branzas
brand concept 5.
Stejar – power and distinction.
Original, strong and competent, Stejar means pride
and distinctiveness. Stejar gives the feeling of
belonging to an elite of powerful and independent
men. It is about expertise, authority and leadership.
your brief in short
branzas proposal
brand concepts
- 112. © 2007 branzas
brand concept 5.
Stejar – power and distinction.
Personality Substantiators
power and strength bold, claim, stejar tree
original, distinctive special colours, clear
arrangement of elements
distinguished taste elegant colours, shapes
self confident stejar tree and brand name
on central area
remarkable exclusive construction
pride and dignity refined decorations, colours
your brief in short
branzas proposal
brand concepts
