Recently launched in the Czech Republic, Ice&Fire is a new liquor by local branch of Pernod Ricard (Jan Becher Karlovarska Becherovka). Here is a case study how Cocoon Group created its visual identity.
Another beer launch, maybe...But we decided to give it a twist by bringing a different view on the market. Neon Beer by Baltika launch campaign was driven by very different understanding of the young generation in Russia.
Another beer launch, maybe...But we decided to give it a twist by bringing a different view on the market. Neon Beer by Baltika launch campaign was driven by very different understanding of the young generation in Russia.
Design Happy are a hands on, independent branding & packaging design agency. We deliver unique and impactful brand identities, commercially effective packaging and beautiful branding across the marketing mix.
In the world we live in today, startups wish to scale like corporates, corporates want the agility to innovate like startups and everyone is an entrepreneur.
Design Happy bring agility and a fresh perspective to existing in-house design teams and realise the vision of exciting and innovative startups, most importantly we have a proven track record of getting brands noticed and listed.
Whatever the scale of your business, our philosophy is the same… leave no stone unturned in the pursuit of beautiful, effective and consistent brand stories across every channel.
Happiness by design.
ISKRA is an international branding and creative communication agency.
With over ten years of successful experience and offices both in USA and Europe, we provide services to big corporations and start-ups in order to bring any project to life.
www.iskra.in.ua
This paper is focused on Packaging; one of the relatively long-term component in the many tools of shopper marketing. The more interesting observation is that it is right at the center of brand’s consumer proposition and brand’s shopper proposition – therefore an essential component in communication mix. A good packaging design not just motivates shoppers to choose, but it also builds brand equity and supports what is advertised.
Design Happy are a hands on, independent branding & packaging design agency. We deliver unique and impactful brand identities, commercially effective packaging and beautiful branding across the marketing mix.
In the world we live in today, startups wish to scale like corporates, corporates want the agility to innovate like startups and everyone is an entrepreneur.
Design Happy bring agility and a fresh perspective to existing in-house design teams and realise the vision of exciting and innovative startups, most importantly we have a proven track record of getting brands noticed and listed.
Whatever the scale of your business, our philosophy is the same… leave no stone unturned in the pursuit of beautiful, effective and consistent brand stories across every channel.
Happiness by design.
ISKRA is an international branding and creative communication agency.
With over ten years of successful experience and offices both in USA and Europe, we provide services to big corporations and start-ups in order to bring any project to life.
www.iskra.in.ua
This paper is focused on Packaging; one of the relatively long-term component in the many tools of shopper marketing. The more interesting observation is that it is right at the center of brand’s consumer proposition and brand’s shopper proposition – therefore an essential component in communication mix. A good packaging design not just motivates shoppers to choose, but it also builds brand equity and supports what is advertised.
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2. In spring of 2013, Jan Becher – Pernod Ricard approached Cocoon
Group to create an identity for an innovative spirit aiming at a
young target audience. The spirits market is actually extremely
crowded and active and brands looking to attract young drinkers
use various tricks and gimmicks in their communication.
Competitors in this category heavily promote themselves both
on and off-premises. So attracting consumers spoiled by
constant promotional bombardment is a difficult task. And
launching new brands or real innovations is a real challenge
both for producers as well as for collaborating agencies.
Catching the Attention of young (LA) drinkers
3. When CG took on the project, only a few aspects of the brand
were nailed down. The product is a spirit, which offers a new taste
experience by bringing two different flavors in one sip; hot and
spicy, immediately followed by a cool refreshing taste of menthol
– the ‘ice and fire’ experience. Together with the client and
Turning a cool drink into a hot new brand
research agency we had to identify relevant brand strategy
directions, answering questions such as: “What the brand should
stand for in minds of the target?”, “What would be its promise?”,
“What moods and emotions might it be connected with?”, or
“What is the role within the portfolio of Jan Becher's products?”
4. Who was our consumer? Mostly young people, and especially men,
who like going out, who are open to experience something
unpredictable and surprising. They don’t drink the cheapest stuff
available. They appreciate quality brands. They’re aware of trends.
They like to have fun and enjoy new experiences and challenges.
Experience unexpected!
5. Stories are the most primal way of communicating ideas. Brands
are ideas whose power can be unlocked in a powerful, engaging
brand story. CG explored a number of routes for the Fire & Ice
brand story, which was later used as inspiration for the design.
In search of a story
After exploring several possible routes, we developed the idea
of a dual world as our brand story – a magical place that lures
you with its promise of the unexpected and the unknown.
6. The brand story then became the inspiration for our identity. The
CG team sought and developed appropriate visual metaphors
through design exploration as well as parsing consumer feedback.
…And a visual metaphor
7. 7
Experience the unexpected!
Icy and hot taste in one.
Simplicity rulez
The bold and dynamic look of the brand stems from the elements’
nature. The iconic bottle is the signature of Jan Becher
Karlovarská Becherovka, a traditional and reliable producer. The
matt black coating and the label printed on metallic paper and
subtle light effects make Ice&Fire extraordinary and attractive.
8. “In Developing this completely
new offer and new product
with Cocoon Group, we really
recognized agency’s strength
in strategic thinking - the
ability to think in the broad
context of current trends, the
target group needs, and long-
term marketing objectives.”
Dagmar Rychterová,
Brand Manager