Crafting an Iconic Brand|微电影|广告营销案例【ADGuider广告指南】

打造标志性品牌

案例简介：背景我们的任务不是重塑嘉士伯，这是一个拥有170年历史的品牌，受到全球数百万人的欢迎，而是根据嘉士伯创始人J.C Jacobsen的愿景，不断改善品牌体验。我们的主要任务是创造一个能够经受时间考验的品牌外观和感觉，并开发一个连贯的、整体的主品牌视觉识别系统，将嘉士伯不同的变体和子品牌、多样化的全球市场和伟大的丹麦设计原则统一起来。此外，我们需要在需要的市场中对啤酒和品牌进行重新评估，同时保留嘉士伯在已经接受该品牌作为优质啤酒的市场中的高端定位。描述创意 (投票40%) J.C Jacobsen是他那个时代的真正先驱。他是第一个将科学艺术与酿造艺术相结合的酿酒师，创建了著名的嘉士伯实验室，至今仍在存在。他的进步态度被他的遗嘱所概括为所谓的 “黄金话语”: “在啤酒厂工作中，我们应该不断追求更好的啤酒，以便啤酒厂可以始终设定标准并协助将啤酒酿造保持在较高的光荣水平”。这些黄金词汇是重塑品牌的原动力，其核心是 “不断追求更好的啤酒”。作为这种精神的一部分，可持续性是设计简介的关键部分。与当前的行业趋势相反，强大，多功能的身份系统旨在延长寿命而不是过时。描述执行 (投票40%) 从这些金色的话语中，我们发展了三个设计原则: 精心制作的真实性、丹麦的天性和进步的独创性。这些设计原则为我们提供了一个可以用来评估设计所有元素的镜头。它们是确保一致的全局执行的护栏。一旦我们有了评估每个设计决策的镜头，我们就能够开始仔细研究传达嘉士伯品牌的所有单个零部件。对品牌遗产 (archive) 的研究导致数十年来首次对所有品牌元素进行了精心的重新制作，从而在形式和功能之间取得了完美的平衡。重新设计的元素结合在一起，形成了一个连贯的主品牌主导的身份识别系统，该系统适用于嘉士伯所有全球变体的包装，促销，沟通和销售点材料。核心元素包括标志、啤酒花叶、皇冠列出结果 (投票20%) 重新设计的元素结合在一起，形成了一个连贯的主品牌主导的身份识别系统，该系统适用于嘉士伯所有全球变体的包装，促销，沟通和销售点材料。核心元素包括标志、啤酒花叶、皇冠和品牌字体，以及嘉士伯创始人J.C Jacobsen的签名。在重新设计Carlsberg徽标时，我们能够实现以前不可能实现的目标-锁定元素以创建强大，灵活的设计架构。 -在122 sku上推广了品牌重塑 -分布在全球80多个市场 -成为中国 “人民选择 -- 最受欢迎的啤酒品牌” -发布时2.5亿媒体印象 -恢复品牌自豪感和激励的内部团队

打造标志性品牌

案例简介：Background Our task was not to reinvent Carlsberg, a 170-year-old brand enjoyed by millions around the world, but to continually improve the brand experience, in line with the vision of Carlsberg’s founder J.C Jacobsen. Our primary task was to create a brand look and feel that could stand the test of time and develop a coherent, holistic master brand visual identity system that would unify Carlsberg’s disparate variants and sub-brands, diverse global markets and champion the principles of great Danish design. Furthermore, we needed to force reappraisal of the brew and brand in markets that required it, while retaining Carlsberg’s high-end positioning in markets that had already accepted the brand as a premium beer. Describe the creative idea (40% of vote) J.C Jacobsen was a true pioneer of his time. He was the first brewer to combine the art of science with the art of brewing, creating the famous Carlsberg laboratory, which is still in existence today. His progressive attitude is encapsulated in the so-called 'Golden Words' from his will: 'In working the brewery we should be in constant pursuit of better beer so that the brewery may always set standards and assist in keeping beer brewing at a high and honourable level’. These Golden Words were the driving force behind the rebrand, which has the 'constant pursuit of better beer' at its heart. As part of this ethos, sustainability was a critical part of the design brief. Bucking current industry trends, the robust, versatile identity system has been designed for longevity rather than obsolescence. Describe the execution (40% of vote) From these golden words, we developed three design principles: Crafted Authenticity, Danish by Nature and Progressive Ingenuity. These design principles give us a lens we can use to appraise all elements of design. They are the guardrails that ensure consistent global execution. Once we had the lens to evaluate every design decision, we were able to start looking closely at all the individual component parts that conveyed the Carlsberg brand. And the research into the brand's heritage (archive) led to all the brand elements being carefully re-crafted for the first time in many decades years, striking the perfect balance between form and function. The recrafted elements combine to form a coherent master brand-led identity system that works across packaging, promotions, communication and point-of-sale materials for all of Carlsberg's global variants. The core elements include the logo, hop leaf, crown List the results (20% of vote) The recrafted elements combine to form a coherent master brand-led identity system that works across packaging, promotions, communication and point-of-sale materials for all of Carlsberg's global variants. The core elements include the logo, hop leaf, crown and brand typeface, as well as the signature of Carlsberg founder J.C Jacobsen. And in redesigning the Carlsberg logo, we were able to achieve something previously not possible - lock-up elements to create a robust, flexible design architecture. - Rebrand rolled out across 122 SKUs - Distributed into over 80 markets around the world - Became the "people choice - most popular beer brand" in China - 250 million media impressions on launch - Restored brand pride and galvanised internal teams