Bombay Design & Branding SAFIREN APT606 by Naked Communications

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Industry Gin
Media Design & Branding
Market Sweden
Agency Naked Communications
Creative Mårten Magnusson
Released January 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: BACARDI
Product/Service: BOMBAY SAPPHIRE
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: NAKED SWEDEN, Stockholm, SWEDEN
Creative: Mårten Magnusson (Naked)
Account director: Fredrik Svensson (Naked)
creative: Christoffer Dymling (Naked)
producer: Anna Wallin (Naked)
Media placement: DM - DM - 20100115

Describe the challenges and key objectives
The initial people we invited as key members are some of the most influential people in Sweden. They all work in different industries ranging from art to finance but they have one common denominator and that is that they all are extremely courted by companies that want their attention. We needed to design an invitation that truly showed how exclusive this invite was and made them wanna to be ambassadors of Safiren.

Describe the brief from the client
Bombay Sapphire was about to open Sweden’s first Gin bar called Safiren. The bar is an exclusive members bar, in is in old English style with a contemporary twist, run by opinion leading ambassadors pin pointed by Bombay Sapphire. The client brief was to create a kick-ass invitation for the ambassadors that by itself would explain their role as ambassadors and the set up of the bar and communicate the premium ambition of the bar. And most importantly, to convince them to be part of this opportunity.

Describe how you arrived at the final design
To keep with the essence of the bar we created a invitation, in the style of a traditional hat box. We strived for a fine mix of traditional englishness and contemporary design. To achieve this we used the masculine boldness of a leather strap sealing the box with matte black combined with feminine velvet on the inside of the box. We used the logotype of Safiren together with the classic emblem of Bombay Sapphire. This sizeable invitation included invites he could send to friends he wanted to make in to members and keys that are needed to enter the club.

Give some indication of how successful the outcome was in the market
All invited key members accepted the invite and became ambassadors. They in their turn invited additional members to Safiren. Safiren became the most talked about members club in Sweden and the invitations created great attention both in internationonal and national press and many blogs.