OUDE MEESTER STYLE GUIDE by 140 BBDO Cape Town for Oude Meester Brandy

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OUDE MEESTER STYLE GUIDE

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Industry Cognac
Media Design & Branding
Market South Africa
Agency 140 BBDO Cape Town
Executive Creative Director Ivan Johnson
Art Director Ross Nieuwenhuizen Ogilvy
Copywriter Mike Pearson
Designer Kirsten Townsend
Account Supervisor Maretha Albertyn
Production Clinton Mitri
Released January 2012

Credits & Description

Category: Publications & Business Communications
Advertiser: DISTELL
Product/Service: OUDE MEESTER - ALCOHOLIC DRINK
Agency: 140 BBDO
Chief Creative Officer: Mike Schalit (140 BBDO)
Executive Creative Director: Ivan Johnson (140 BBDO)
Copywriter: Mike Pearson (140 BBDO)
Designer: Kirsten Townsend (140 BBDO)
Art Director: Ross Nieuwenhuizen (140 BBDO)
Production: Clinton Mitri (140 BBDO)
Account Supervisor: Maretha Albertyn (140 BBDO)
Media placement: Physical Style guide x 6 - Sent to relevant agencies and firms. - 15.01.2012
Describe the brief from the client
Oude Meester was a tired, old man's brandy. They needed to appeal to a cooler, younger market. With this in mind, we created an advertising campaign that drew inspiration from the old master, Benjamin Franklin - the face on the bottle.
We used a modern master, Jamie Foxx, acknowledging his brilliance. The advertising worked brilliantly, however Oude Meester then needed a way to inspire all the people who work on the brand - design, online, sales etc. - to do equally excellent work in their fields.
With this in mind, we were briefed on a style guide with a difference.
Describe the challenges and key objectives
Oude Meester develops a style guide for every new advertising campaign.
However, as part of our brand re-launch, this style guide was not merely aimed at keeping all work consistent - it had to inspire everyone who worked on the brand to create new, better and cutting edge work for a brand that had been dormant for years.
Over and above this, it needed to inform them about Benjamin Franklin, the face of the brand, and still fulfil its functionality as a guideline for tone and look on the brand.
Describe how you arrived at the final design
Benjamin Franklin was famous for many things. However, his first and true love was printing.
We used this fact to create an old-fashioned printer's tray for the style guide to live in. Each section of the style guide was assigned to a letter, which was then created out of wood and metal - as it was done in Franklin's day. However, each letter had a book containing the relevant section hidden beneath the metal.
Complete with lead letters and ink, people could actually use the guide to print and discover more about the brand.
Give some indication of how successful the outcome was in the market
The overall tone of Oude Meester has changed drastically. Far from whence it came, it is now considered an up and coming brand in South Africa - with hundreds of Twitter mentions, and sales actually turning from a falling percentage to a growing market.