Sol Design & Branding SOL BOTTLE by Vbat

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SOL BOTTLE

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Vbat
Creative John Comitis, Pieter Jelle Braaksma, Gerwin Scholing
Released April 2012

Credits & Description

Category: iii. Premium Brand
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)
Creative: Gerwin Scholing (VBAT)
Account: Susanne Leydes (VBAT)
Media placement: Bottle - Retail and Horeca outlets - 1 April 2012
Media placement: 4-pack - Retail outlets - 1 April 2012

Describe the brief from the client
Create a new SOL bottle for the international premium Pilsner market. This must be inspired by the present Mexican SOL bottle and play up its Mexican roots. The bottle had to be able to be produced on the standard bottling lines of the local brewery.

Describe the challenges and key objectives
'A Declaration of Idependence' was the client's chosen rebranding statement for this international version of a local classic. Finding the right difference for this upmarket international version against the more mass market position of the Mexican version, was a challenge. We needed to strike a balance between being authentic and being premium worthy.

Describe how you arrived at the final design
Our most valuable asset, the white-hot Mexican sun, inspired the central sun concept that breathes independence - Espiritu Libre. The circular sun lock-up is stamped onto the transparent sunshine feel of the 'bullet-like' profile. To give the bottle an authentic feel we used tactile inks and stressed effects on the label, added the 'original' brewery name as an embossment on the bottle shoulder and embossed shafts near the opening (inspired by sun rays). At the heart of the spirited sun is the earthy-red handmade SOL lettering. The brand's history and culture completes the lock-up. Unconventionally balanced yet quintessentially Mexican.

Give some indication of how successful the outcome was in the market
This new SOL has been launched in 2 markets, Finland and Greece, from which initial reactions (especially in high-end Clubs and bars) have been positive.