THE #1 BRAND OF CHILE by Vbat for Cristal

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THE #1 BRAND 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
Designer Maarten Van Disseldorp, Juliet Wong
Released September 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: CRISTAL
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)
Senior Designer: Graham Sturt (VBAT)
Art Director: Kevin Davis (VBAT)
Senior Designer: Mark Roos (VBAT)
Senior Designer: Meriel Verheul (VBAT)
Creative Director Retail: Andy Palmer Smith (VBAT)
Designer: Juliet Wong (VBAT)
Designer: Maarten van Disseldorp (VBAT)
Account Director: Kevin Levine (VBAT)
Senior Account Manager': Koen Koster (VBAT)
Media placement: Website - Chile - 07.09.2009
Media placement: Communication Applications - Chile - 07.09.2009
Media placement: Point Of Sale - Chile - 07.09.2009
Media placement: Merchandising - Chile - 07.09.2009
Media placement: Packaging - Chile - 07.09.2009

Describe the challenges and key objectives

The approach was to be innovative and modern while staying recognisably Cristal and quintessentially Chilean. The solution had to be applicable across a broad range of brand carriers to create a strong, iconic and consistent brand. The product outlets, retail & horeca, varied greatly, which required a simple and flexible solution to ensure a singular feel for the brand.

Describe the brief from the client
As the biggest beer brand in Chile, Cristal has held a dominant market share for decades. Recently that market share has declined. This is partly due to the influx of imported premium beers, partly because of an inconsistent, almost chaotic, brand appearance and partly the growth of a young, urban and sophisticated social culture. Cristal needed to be seen by this group, as well as its traditional base, as the number 1 choice. This presented a unique chance to harmonise the appearance of all Cristal brand carriers.

Describe how you arrived at the final design
The brand style was developed, from its conception, to be applicable on a multitude of carriers. 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 ‘smile’, logotype and total lock up, was strengthened and made more contemporary. The signature green background was made younger and more lively. This background became the foundation for all communications.

Give some indication of how successful the outcome was in the market

The new Cristal brand was launched in October ’09, and following the launch, the market response has been extremely positive. The new Cristal brand has increased its presence and the new identity makes the visibility stronger and immediately recognisable.