Sol Design & Branding SOL DARK SUN by Vbat

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Vbat
Creative John Comitis, Martijn Doolaard
Released April 2012

Credits & Description

Category: Posters
Advertiser: HEINEKEN
Product/Service: SOL
Agency: VBAT
Global Manager SOL: Vicente Cortina (Heineken)
Brand Director: Eugene Bay (VBAT)
Creative: John Comitis (VBAT)
Creative: Martijn Doolaard (VBAT)
Account: Susanne Leydes (VBAT)
Media placement: Poster Series - Horeca - 1 April 2012

Describe the brief from the client
Create material that brings the SOL brand to life in bars and clubs. This should have a permanent character and not be one-on-one with the advertising campaign. It should have a decorative and iconic feel as opposed to a ‘selling’ nature.

Describe the challenges and key objectives

Many location owners have a strong point of view of what fits in their environment. Creating this series had to be done with a high degree of aesthetics in mind. The work had to be developed to be durable.

Describe how you arrived at the final design
For the series, we used the SOL brand's most valuable asset, the energising Mexican sun. The 'Dark Sun' concept is inspired by the original story of when a shaft of bright Mexican sunlight penetrated the roof of the original dark SOL brewery, striking the golden liquid.
Dark Sun reveals the brand essence in 3 iconic images: Sun, Espiritu Libre, Bottle - each emerging blissfully from the darkness with a striking golden glow. In a dark club or bar setting, the series brings the sun into the night with curious anticipation.

Give some indication of how successful the outcome was in the market
Most bar and club owners in high-end establishments, in the launch cities, have been surprised by the elegance and subtlety of the brand material.