Freddy Design & Branding THE SLOUNGE RHYTHMS by DLV BBDO Milan

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Industry Clothing
Media Design & Branding
Market Italy
Agency DLV BBDO Milan
Executive Creative Director Federico Pepe, Stefania Siani
Art Director Luca Fontana
Released August 2011

Credits & Description

Category: Advertising Typography
Advertiser: FREDDY
Executive Creative Director: Stefania Siani/Federico Pepe (DLVBBDO)
Art Director: Luca Fontana (DLVBBDO)
Media placement: Posters - Library - 8 September, 30 November
Media placement: Posters - Freddy Blog - 8 September, 30 November

Describe the brief from the client
Create a design project to describe in an original way the new brand positioning: The Slounge Way.

Describe the challenges and key objectives
- Brand awareness
- Involve a different target
- Create something different and unconventional

Describe how you arrived at the final design
Moved by Freddy’s The Slounge Way spirit, we’ve set foot in bookshops to create a graphical project that visualises and suggests a book’s reading rhythm.

Each story has its own musicality and precise rhythm. Readers have the task of recognising, following and interpreting it rhythmically, in the Slounge Way.

Give some indication of how successful the outcome was in the market
- 47% increase in traffic on the Freddy website
- 17% increase in sales in the first 2 months
- In the first week, The Slounge Way was ranked in the top 10 of the most googled word in Italy