2. Challenges from the Brief
What does the Brand of Black Balsam stand for in a versatile world of alcoholic beverages?
What uses of it correspond to the tastes and likes of todays customer - younger, demanding,
educated and spoiled by the choices.
3. the Brand
as it is
the Brand
as it should be
traditional
for elderly
a matter of taste
sophisticated
contemporary
versatile
4. Sophisticated
Insight
You’ve got to have a personality to appreciate Black Balsam. Seek individualism, experience
the extraordinary, stand out in a crowd. You just expect more.
Black Balsam
Sophistication is at the core of the Black Balsam. It’s defined by the complexity of it’s recipe
and the method. It’s uniqueness and quality has impressed juries of many competitions.
5. Contemporary
Insight
True value doesn’t age. Like an oak furniture. Or a Rembrandt. They just melt in the
contemporary life and become a natural, iconic part of it.
Black Balsam
Black Balsam has long passed the test of time.
6. Versatile
Insight
There has never been more versatility in the world. Skills acquired, cultures and beliefs explored.
There are many ways to experience life. The magic is to open up and enjoy it your way.
Black Balsam
In skilled hands Black Balsam opens up to suite the most different tastes, yet always remaining
unique and unrepeatable.
7. black
Black is the color of power and elegance. It’s bold and ambitious. It is for those challenging the
ordinary and taking risks. The color of confident. Black is the color of Black Balsam.
8. nature
The nature of Black Balsam is defined by nature. The nature is what civilization has known
forever, yet it is still a source for inspiration and discovery for all of us. Its surprising and
unpredictable.
11. “The Nature Of Black”
“The Nature of Black” is a story of Black Balsam. Sophisticated in style. Contemporary in
design. Demonstrating the versatility of Black Balsam.
Front page gives an overall image of the drink, creates atmosphere and leads into the story.
Upper links lead to products - Black Balsam, Currant, Element and Cream Liqueur. Next to
product one can find Historical information, Contacts and Brand shop - links to web shops
where Black Balsam can be purchased.
Browsing down the page you will find collection of ideas how Black Balsam family drinks can
be experienced. Most of the recipes will be shots, long drinks and cocktails. Some will be food
related - as digestive, snacks that match the taste, ingredient in cooking. Few items will be
interior and design related.
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18. “Discover the nature of black”
Section is fully devoted to different ways how Black Balsam can meet the preferences of
different tastes. When one moves cursor on the picture, it turns to colors, when pushing description tag appears. It will have the recipe or short description. Some complemented with
maxims.
In the initial stage there will be a limited number of ideas - 20 to 25, yet it shall be evolved on
regular bases using social network platforms to promote the ideas. They can be general or
country/region devoted. They can be limited edition, created together with known chefs,
bartenders or just interesting people fitting the brand image.
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25. Product sample page - Currant
For each of the products there will be one key brand visual, reflecting it’s different positioning
and lifestyle of target group, yet remaining in overall concept of the website.
Used image, as well as all of the images used in presentation are just examples.
Photography with quality post production will be organized during the production stage
Each product page briefly describes the drink, it’s unique qualities and product shot.
As you browse down, again you will unveil the versatility of drink in “Discover the nature of
black” section. Just this time only with recipes dedicated to specific product - here Currant.
26. Product sample page - Currant
“Gravity is not responsible for people falling in love” is a sample of maxims we intend to use
throughout the web page to enhance the viewer experience.
Some other examples are:
Do something every day that scares you.
Be who you are and say what you feel
Do what you must do
Doing the impossible
Look around you carefully
Black is beautiful
Live all you can
Do for yourself
Live the myth of freedom
If a thing is worth doing, it’s worth doing badly. /Winston Churchill/
Imagination is more important than knowledge. /Einstein/
Good men derive from black habits
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28. “Our story” section
To tell the facts about Black Balsam, we have chosen to use the label that pretty much says it in
brief. This way we enhance the brand experience and relate the facts to the product in more
direct way.
Texts currently used are taken from various existing sources, but would need to be revisited in
production stage.
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35. Integration
Website will enable integration with search engines to enable standard SEO marketing in later
stages.
Integration with major social networks and online shop possibilities will be enabled for further
development.
