Sol Design & Branding SOL BRAND LOGO by Vbat

Adsarchive » Design & Branding » Sol » SOL BRAND LOGO


Pin to Collection
Add a note
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: Logo Design
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: Logo Design - Brand Identity, Bottle And Sales Kit - 1 April 2012
Media placement: Logo Animation - Launch And Sales Presentations - 1 April 2012

Describe the brief from the client
Make a logo for the SOL beer brand that respects the 100-year history and culture of this Mexican classic. A brand logo that, while ‘feeling’ Mexican, has an international appeal. Break the traditional codes of beer brand logos (usually Germanic) by focusing on being expressive and quintessentially Mexican.
The re-positioning, captured by the phrase ‘A Declaration of Independence’, should be the centre of the design solution. Apply this to a number of carriers from filmic/audio, packaging, 2D printable and diverse handmade objects (such as leather or woodworking).

Describe the challenges and key objectives
- Show SOL as the true original in its market, and overpower Corona from upstaging the brand as it has over the last decennial
- Create a solution that has all the necessary basics for a successful commercial brand, while at the same time reflecting being believably authentic Mexican
- To gain international appeal meant breaking traditional codes of beer brand logos

Describe how you arrived at the final design
The white-hot Mexican sun inspired the concept, using a circular sun lock-up as a stamp that bears a ‘charmed Latin imperfection’. The passionate heart is the earthy-red handmade SOL word mark. Rising behind it is the spirited white sun. The complete lock-up brings the brand’s history and culture to life. An unconventional balance of expression and quirkiness, it remains quintessentially Mexican. Simple to use - effortless in translation.

Give some indication of how successful the outcome was in the market
The first reactions from the trade, as well as beer drinkers, in its launch markets (Finland and Greece) are overwhelmingly positive.