positioning
branding

Can of Silver Springs Classic Lager beer showing label design

positioning
branding

fmcg brand strategy and design

the challenge    The beer market was riven by price wars as sales declined. And I was approached by a group of entrepreneurs who’d negotiated a really great deal with an award-winning brewing company. They’d be able to buy high-quality beer at a price so low that they could realize a profit selling it, under their own brand, at a budget price.

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the solution    My research into the beer market showed that price was not driving it’s contraction. I advised against falling into the same trap as others. Rather than add another crudely branded “buck-a-beer” label to the market—and risk alienating four-fifths of this high-quality product’s potential customers—I recommended that the brand promise ought to be that Silver Springs is a “smart buy.”

The results: a logotype that evokes ripples on a clear pool. Colours—silver and blue—that recall the product’s name and the pure spring water from which the product is brewed. And polished but simple packaging design that unpretentiously signals quality while standing out from the other economy labels crowding store shelves.

Expertise required
.
Advertising design
Market research
Brand strategy
Brand identity design
Branding standards
Concept development
Graphic design
Package design

fmcg brand strategy and design

the challenge    The beer market was riven by price wars as sales declined. And I was approached by a group of entrepreneurs who’d negotiated a really great deal with an award-winning brewing company. They’d be able to buy high-quality beer at a price so low that they could realize a profit selling it, under their own brand, at a budget price.

.
the solution    My research into the beer market showed that price was not driving it’s contraction. I advised against falling into the same trap as others. Rather than add another crudely branded “buck-a-beer” label to the market—and risk alienating four-fifths of this high-quality product’s potential customers—I recommended that the brand promise ought to be that Silver Springs is a “smart buy.”

The results: a logotype that evokes ripples on a clear pool. Colours—silver and blue—that recall the product’s name and the pure spring water from which the product is brewed. And polished but simple packaging design that unpretentiously signals quality while standing out from the other economy labels crowding store shelves.

Expertise required

Advertising design
Market research
Brand strategy
Brand identity design
Branding standards
Concept development
Graphic design
Package design