PROUD JEWEL OF CHILE by Vbat for Cristal

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PROUD JEWEL OF CHILE

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Vbat
Executive Creative Director John Comitis
Art Director Kevin Davis
Client Service Director Maarten Toussaint
Designer Maarten Van Disseldorp
Released September 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: CRISTAL, CCU CHILE
Product/Service: BEER
Agency: VBAT
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: VBAT, Amsterdam, THE NETHERLANDS
Chief Creative Officer / Brand Director: Eugene Bay (VBAT)
Executive Creative Director: John Comitis (VBAT)
Art Director: Kevin Davis (VBAT)
Senior Designer: Leo Van Noppen (VBAT)
Designer: Maarten Van Disseldorp (VBAT)
Account Manager: Koen Koster (VBAT)
Client Service Director: Maarten Toussaint (VBAT)
Media placement: Bottle (beer) - Chile - 07.09.2009

Describe the challenges and key objectives
By working together with the bottle manufacturers and labelling specialists, we created a new set of boundaries for bottle making in Chile. The approach was to be innovative and modern while staying recognisable and quintessentially Cristal.

Describe the brief from the client
Cristal beer is the number one brand in Chile, but was losing market share due to an outdated brand style and influx of international competition. It was slowly becoming the beer brand of the older generation. The goal was to rejuvenate the brands appeal by making it contemporary, consistent and iconic. The key carrier of this brand is the 35cl long neck bottle. This had to be noticeably modernised to act as a catalyst for change through all touch points of the brand.

Describe how you arrived at the final design
The Cristal ‘smile’ and the yellow/green brand colour combination is well known. We created a new graphic signature, using these colours in a new dynamic way. The old ‘royal’ crest was replaced with a more relevant crystal symbol. For the first time the crystal was brought to life. The ‘smile’, logotype and total lock up was strengthened and made more contemporary. A double label design using metallic paper adds sophistication. The final unique touches are the embossing at the shoulder and the crystal cut-out at the foot of the bottle. This last detail has never been done before, resulting in a modern, sophisticated icon that keeps a subtle link to its past.

Give some indication of how successful the outcome was in the market
Although only recently launched into the market, the initial response to the new Cristal bottle has been overwhelmingly positive. Feedback from the market has shown that people find the new bottle something that they want to be seen holding, a true icon in Chile.