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Creating a Brand Icon
Klinskoe Beer Range
SUN InBev - Russian Federation
1. Background
2. Problem
3. Challenge
4. Solution...
Creating a Brand Icon
Klinskoe Beer Range
SUN InBev - Russian Federation
1. Background:
Klinskoe is a Russian beer brand b...
Creating a Brand Icon
Klinskoe Beer Range
SUN InBev - Russian Federation
4. Solution:
As a first step, LeKub/PKG undertook...
Creating a Brand Icon
Klinskoe Beer Range
SUN InBev - Russian Federation
5. Results:
The new design was nationally launche...
Creating a Brand Icon
Klinskoe Beer Range
SUN InBev - Russian Federation
B R A N D P O S I T I O N I N G - B R A N D D E S...
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SunInBev Klinskoe beer Russia

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Lekub did the new design of Klinskoe (клинское) beer, a Major Brand from Anheuser-Busch InBev in Russia. And it's already a success !

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SunInBev Klinskoe beer Russia

  1. 1. Creating a Brand Icon Klinskoe Beer Range SUN InBev - Russian Federation 1. Background 2. Problem 3. Challenge 4. Solution 5. Results
  2. 2. Creating a Brand Icon Klinskoe Beer Range SUN InBev - Russian Federation 1. Background: Klinskoe is a Russian beer brand brewed with the purest artesian water, hops and malt, that delivers a delicate hoppy aroma and a light, refreshing and crispy taste. Originally from the Klin Brewery, Klinskoe is now also brewed by SUN InBev Russia, and is positioned as no- nonsense open and easy going brand that appeals to younger drinkers. 2. Problem: Over time the brand had undergone eight different design changes in the first eighteen years of the brand’s history, and in the process lost the opportunity to build a consistent dialog with its consumers. Constantly trying to look younger and more dynamic, the label changes served only to weaken the brand strength and to erode the essential beer cues that remain important for its’ target group. 3. Challenge: SUN InBev therefore asked our company, LeKub/PKG to analyse at the brand and find ways to make it more relevant for the target group, by: a) Looking to build a strong brand icon that would become a consistent brand unit, and that would be flexible enough to use across all media, helping to ensure instant brand recogni- tion. b) By bringing back the essential beer cues that would, in-turn, re-assure the brand’s consu- mers of the product quality and benefits. c) Finally, with a large range of beer flavour varieties in the product portfolio, it was also essential to ensure that the brand would be consistently presented across the range, but would also allow for clear variant communication and recognition on-shelf.
  3. 3. Creating a Brand Icon Klinskoe Beer Range SUN InBev - Russian Federation 4. Solution: As a first step, LeKub/PKG undertook a market audit in order to develop a clear understan- ding of the competitive environment and to identify the brand strengths and weaknesses. Through this audit it became clear that, two key elements could be developed to take the brand forward: Firstly, we realised the importance of the ‘green’ colour to the brand, recognising that it had been the only consistent element present in the labelling over most of the brand’s history, and the potential it now offered to be built on and used to create a distinctive on-shelf pre- sence and be a future key-driver of brand recognition. Secondly, we noted that despite problems of readability, the existing ‘K’ symbol had become an important part of the brand architecture in the last 5 years. Clearly, it’s potential as a future brand icon was assured, but only if we could bring more relevant design cues to enhance its readability and understanding and to create a clear communication platform that fitted with the brand’s aspirations and consumer expectations. Our solution was to start by building a brand icon that bought together different communica- tion aspects, first by developing the ‘K’ in a typestyle that was more closely related to the world of beer, and secondly by treating the ‘K’ as a silver metallic letter, to add modernity and better express the clean, sharp, crispness of the product taste attributes. At the same time we also decided to maintain some of the ‘cuts’ into the metallised ‘K’, that would be reminiscent of the existing label and re-assure existing consumers, but reducing their size and presence, so as not to disturb the clear readability of the new ‘K’ icon. It was clearly essential to express that this was a quality beer brand that delivered a fresh natural product; therefore, to give the ‘K’ stability and further enhance the beer-cues, a light green circle on a dark green base was inserted behind the ‘K’ icon to bring the original green colour of the brand forward, and to also to create a single unit, by anchoring and uniting ‘K’ icon and the brand name ‘KLINSKOE’ (positioned below the ‘K’ in a similar typeface, to maintain simplicity of presentation and message). In this way we created a label structure that was clear and simple, achieving stand-out by being much easier to read on-shelf. We had given the brand an Icon (the ‘K’ and the suppor- ting circle), and by keeping the silver ‘K’ and the green circle consistently placed within the design, it could be used to carry the brand colour and architecture across all product variants, changing only the background label colour and the descriptor, to achieve variant understanding. This would give the brand a unity and clear readability on-shelf. More importantly, by creating a new brand icon, we had created an extractable element that could be picked up and used across all media, creating for the brand, greater recognition and more opportunity to connect with its target group and ultimately build brand equity. before after
  4. 4. Creating a Brand Icon Klinskoe Beer Range SUN InBev - Russian Federation 5. Results: The new design was nationally launched in Russia in the spring of this year (2013), and received a very positive reaction from consumers. Research showed that consumers had a high awareness of the changes, with a score of 70% (unusual for the category), and that there was a high preference for the new identity, with no negative reaction recorded. Konstantin Tamirov – Brand Director at SUN InBev Russia told us, “Research showed that it was clear that the new design had accomplished three major achievements: 1. The on-shelf visibility of the brand had been greatly improved, scoring substantially high visibility results. 2. The new logo/Icon had proved to be more efficient and more flexible, allowing the brand to be more daring and therefore more impactful. 3. The new ‘K’ icon and supporting structure has allowed the brand to achieve more effective communication across all media and events. In addition, the brand positioning was better communicated, leading to a substantial increase in purchase intent amongst the target group. Rowland Heming – Lekub July 2013
  5. 5. Creating a Brand Icon Klinskoe Beer Range SUN InBev - Russian Federation B R A N D P O S I T I O N I N G - B R A N D D E S I G N - P R O D U C T D E S I G N - P A C K A G I N G D E S I G N - B R A N D A C T I V A T I O N w w w . l e k u b . c o m Lekub, Boutique Design Katia Dimova Commercial Director kd@lekub.com +359 882 551 565 Rowland Heming Design Director rh@lekub.com +32 (0)479 30 34 73 contact details

Lekub did the new design of Klinskoe (клинское) beer, a Major Brand from Anheuser-Busch InBev in Russia. And it's already a success !

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