Harley-davidson: "HARLEYFIED BAG" Design & Branding by Leo Burnett Iberia

Category: Packaging Ranges
Advertiser: MAKINOSTRA / HARLEY DAVIDSON
Product/Service: MAKINOSTRA / HARLEY DAVIDSON
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Javier Alvarez (Leo Burnett Iberia)
Art Director: Javier Alvarez (Leo Burnett Iberia)
Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Account Supervisor: Elisabetta Lerbini (Leo Burnett Iberia)
Account Executive: Bárbara Giganto (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient - Ambient/POS - April 1, 2010
Media placement: Bags - Ambient/POS - April 1, 2010

Describe the challenges and key objectives
We didn’t make the logo bigger, we turned the bag into a classic Harley icon.

Describe the brief from the client
Challenge: If Harley Davidson is a religion, a Harley Davidson Shop is it’s church. So when the client asked us to redesign it’s point of sale bag and put more branding on it.

Describe how you arrived at the final design
Solution: We realized that the shopping bags were not made for Harley’s famous Electra case. So what did we do? We 'Electrazised' the bag. That way we gave the whole store and the shopping experience, the Harley touch.

Give some indication of how successful the outcome was in the market
Bags sold out in 5 days