Pilsener . Brand alignment
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11/20/13 11:46 AM Pilsener . Brand alignment Page 1 of 6 http://diepdesignstudio.com/120485/709735/work/pilsener-brand-alignment Wo Pilsener . Brand alignment Owning a pride color Background: Pilsener has been the unchallengeable beer leader in the Ecuadorian market since launched in 1913, is by far one of the most loved brands in Ecuador. Nevertheless Pilsener´s brand universe was not as cohesive as it should be for a true brand leader in our days. Challenge: Reinforce leadership perception and brand stature with the design and brand regulation of a cohesive look & feel, easy to implement and highly recognizable. Solution: In collaboration with the brand´s team, we started by developing a brand nucleus that appealed to the pride of being Ecuadorian. From this idea we developed the new look & feel for the brand, mainly capitalizing on two basic elements which until this point had been missed; the consistent use of the yellow color and the iconic pentagonal shape containing the brand´s name. Playing with these elements we created a powerful and yet simple look & feel that permits everyone involved with the brand understand the positioning and become an active brand guardian. Previous brand universe . Pilsener . Ecuador New brand universe . Pilsener . Ecuador Look & Feel . Pilsener
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Transcript of Pilsener . Brand alignment
11/20/13 11:46 AMPilsener . Brand alignment
Page 1 of 6http://diepdesignstudio.com/120485/709735/work/pilsener-brand-alignment
Work
Pilsener . Brand alignment
Owning a pride color
Background: Pilsener has been the unchallengeable beer leader in theEcuadorian market since launched in 1913, is by far oneof the most loved brands in Ecuador. NeverthelessPilsener´s brand universe was not as cohesive as itshould be for a true brand leader in our days.
Challenge: Reinforce leadership perception and brand stature withthe design and brand regulation of a cohesive look &feel, easy to implement and highly recognizable.
Solution: In collaboration with the brand´s team, we started bydeveloping a brand nucleus that appealed to the pride ofbeing Ecuadorian. From this idea we developed the newlook & feel for the brand, mainly capitalizing on two basicelements which until this point had been missed; theconsistent use of the yellow color and the iconicpentagonal shape containing the brand´s name.
Playing with these elements we created a powerful andyet simple look & feel that permits everyone involved withthe brand understand the positioning and become anactive brand guardian.
Previous brand universe . Pilsener . Ecuador
New brand universe . Pilsener . Ecuador
Look & Feel . Pilsener
11/20/13 11:46 AMPilsener . Brand alignment
Page 2 of 6http://diepdesignstudio.com/120485/709735/work/pilsener-brand-alignment
Brand positioning . Pilsener Ecuador
11/20/13 11:46 AMPilsener . Brand alignment
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All works © Rolando Diep. Please do not reproduce without the expressed written consent of Rolando Diep. The work shown here is a selection of projects reflecting more than a 15 years of experience in graphic design and branding, encompassing creating or directing the development of identity systems.
11/20/13 11:46 AMPilsener . Brand alignment
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