Sol Design & Branding SOL ANIMATION by Vbat

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Vbat
Creative John Comitis, Pieter Jelle Braaksma, Steven Craenmehr, Ryan St. James, Matthias Peters
Released April 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: HEINEKEN
Product/Service: SOL
Agency: VBAT
Global Manager SOL: Vicente Cortina (Heineken)
Brand Director: Eugene Bay (VBAT)
Creative: John Comitis (VBAT)
Creative: Pieter Jelle Braaksma (VBAT)
Account: Susanne Leydes (VBAT)
Creative: Ryan St James (Shucks)
Creative: Matthias Peters (Shucks)
Creative: Steven Craenmehr (Massive Music)
Media placement: Animation - Launch And Sales Presentations - 1 April 2012

Describe the brief from the client
Make a filmic version of the logo that can be used for all moving media. This must have a number of variations in timing, both with and without sound. The piece should capture or be inspired by the core characteristics of the brand - gritty, unconventional, hand-crafted, dramatic and moody.

Describe the challenges and key objectives
We wanted to avoid the typical sophisticated, harmonious filmic logo ‘loops’, but make something that reflected a brand that is full of expression and temperament.

Describe how you arrived at the final design
For audio-visual media, the SOL brand uses the concept of the white-hot Mexican sun. With effortless sophistication and quirkiness, it breathes independence - Espiritu Libre.
Burning through the gritty anthracite background, sun rays bring life in light and shadow with unconventional attitude. Raw-stamped hand-crafted SOL lettering layers the base. The bottle is dramatically revealed by a moody shaft of sunlight.

The SOL sound blends together contemporary ‘southern’ band (drums, bass, slide and steel guitars) together with subtle Mariachi horns. The mixture results in a truly modern yet authentic Mexican piece.

Give some indication of how successful the outcome was in the market
It has become the inspiration for the brand´s music sponsorship platform and its overall music ‘territory’.