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VGC | SabMiller | Rebranding Art of Chilling for Foster's

www.vgc.in The client gave us a brief... We re-wrote the brief. Before embarking on the design process, we tried to understand the brand proposition of 'Art of Chilling' in the Indian context. We proposed a re-look at 'Art of Chilling' beyond beach,surf and Bbqs. We wanted the 'Art of Chilling' to encompass a wider universe of chilling, which is more relevant in the Indian market. Our vision was to create a solution that would be holistic and could be easily extended across different platforms and touch-points. From a theme bar to a local wine shop facade, the brand should echo the same language. The Brand should also empower the consumers with web 2.0 tools. It's not only about a 360º communication but it is about having a dialogue with the consumers. www.vgc.in

Design◦Business◦Self Improvement◦
SabMiller | Fosters www.vgc.in
The Brief To design Fosters Theme bar with Brand Equity of Relaxation and international. Brand Positioning Fosters Art of Chilling FOSTER’S has a culture of relaxation around A relaxed way to enjoy life - itself, with a calm and dynamic attitude, a Sunday afternoons .. No thing else to worry about .. humorous and no-worries approach to things. No mood to get up and dress to jive to upbeat music and spend more energy ... Just the mood to sit back in Like its own self, FOSTER’S promises to infuse the mellowing sun by a poolside, gorge on some tasty easy-going, sociable fun into those precious food and chilled FOSTER’S. moments of relaxation -a way of life that binds relaxation and enjoyment together, and is very A relaxed way to enjoy sport different, very classy from the usual. FOSTER’S –the official chiller of the India Australia Series. At the stadium, teams enthrall fans when FOSTER’S is positioned in the territory of idyllic chilling with Foster’s. relaxation, and takes away the consumer from At homes, fans enjoy sport the relaxed way –while pushy enjoyment activities. It encourages the having Foster’s. consumers to relax and just be themselves, while having all the fun. A relaxed way in travel The FOSTER’S lounge/bar at the airport. Sit back and FOSTER’S communicates this to the consumer relax with Foster’s after the grueling schedule of through the creative platform called security checks and baggage hassles. A soothing ‘The Art of Chilling’. ambience with a refreshing drink.
The Brand so far...
Our Approach Hold on. Before we start designing the Lounges. Lets take a step back and look at what Art of chilling is all about in the Indian context. The client gave us a brief. We re-wrote the brief. Before we embarked on the design Research proofed not even 1% Our vision was to create a solution process. We tried to understand the of Indian consumers referred to that will be holistic and could be brand proposition of art of chilling chilling as surfing. Chilling is an easily extended across different in the Indian context. attitude and a style statement platforms and touch-points. From which means different things to a theme bar to a local wine shop We proposed the client to different people. For Tom facade, the brand should echo the re-look at art of chilling beyond chilling could be reading a book, same language. The Brand should beach,surf and Bbqs. We wanted For Harry it could be going on also empower the consumers with art of chilling to encompass a wider a adventurous holiday, For Jack web 2.0 tools. Its not only about 360 universe of chilling, which is more it could sitting on his couch on communication but its about having relevant in the Indian market. watching tele and drinking beer. a dialogue with the consumers.
1 2 3 Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
1 2 3 Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
01 Rebrand art of chilling
Rebranding Art of Chilling
re-define art of chilling
beyond surf and beach
Chilling / Relax, Unwind, Take it easy, Be cool, Hang out, Calm Down, Take a Chill Pill, Chi-lax, Chilaxing, Rest, Cooool!,
a cool way of telling someone you sat around doing nothing
just relaxing
Chilling is • Good Friends • Good Music • Good Food • Nice Location • Lots of alcohol • Watching Tele
Chilling is an attitude, a style statement!
Meet the “Chillheads”
Shady loves taking off on a holiday Howzzat enjoys a game of cricket Hats off is 24/7 awesome! Zen has mastered the Art of Chilling Clicker Happy captures the Umberella stays chilled out in perfect moment on camera the sun, rain or sandy beaches
Amplifier likes all things loud Glider is a smooth operator Teleman surfs the channels Eve Spy knows what’s hot Dramarama stays chilled out no Whats up always knows whats matter what going on
Surfer likes going with the flow Idea always has the coolest ideas! Slurrp likes it shaken not stirred Burp lives to eat and loves to feed
log on to www.aoctv.com for some serious forecasting
NU FOOD ME FOOD MENU
Fosters Food and Drinks Menu DRINKS M ENU DRINKS MENU
1 2 3 Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
Fosters Lounges
branding via environment • environment branding
aligned with the brand’s positioning a three-dimensional experience
enforces better brand awareness and differentiation maximum control over the brand experience
encourages traffic : both walk-ins and repeat strives to delight the five senses
services services services lounge chill pit bar area interactive bar area chill pit lounge interactive services services
F Avataar booth
flange design
Customized lounges