branzas stejar de esenta tare

© 2007 branzas

Stejar creating a strong beer brand.

branzas

strategy and design presentation to Ursus Breweries,

Bucharest, 3 August 2007

© 2007 branzas

content. your brief in short.

branzas proposal.

brand concepts.

© 2007 branzas

branzas peste 10 de experienþã în domeniul brandingului

your brief in short. background and project tasks.

© 2007 branzas

your brief in short. history / future.

Stejar was launched in December 2005 as the first strong beer brand, with 7% alcohol content.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Stejar was launched in December 2005 as the first strong beer brand, with 7% alcohol content. Stejar has an 1% market share and is the leader of the Strong Beer niche (2% market share).

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Stejar was launched in December 2005 as the first strong beer brand, with 7% alcohol content. Stejar has an 1% market share and is the leader of the Strong Beer niche (2% market share). The aim is to grow Stejar outside this niche, and get about 4 - 5% volume market share.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Stejar was launched in December 2005 as the first strong beer brand, with 7% alcohol content. Stejar has an 1% market share and is the leader of the Strong Beer niche (2% market share). The aim is to grow Stejar outside this niche, and get about 4 - 5% volume market share. To go outside the niche, there will be launched a new variant, with 5.8% alcohol.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. objectives.

Launch a new variant of Stejar, with 5.8% alcohol content.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. objectives.

Launch a new variant of Stejar, with 5.8% alcohol content. Evolve the current packages.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. why change.

The strong character of the brand will be used in order to access a bigger volume pool – mainstream beer segment.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. positioning changing.

The desired positioning for Stejar is in

vitality / stimulation

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. positioning changing.

The key characteristics of vitality / stimulation positioning are: power strength dynamism straightforwardness pure masculinity setting own limits challenging existing rules

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. target groups.

Main target: Male, 25 – 35 y.o., medium & high income, medium to high education

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. target groups.

Main target: Male, 25 – 35 y.o., medium & high income, medium to high education Broad Target: Male: 25 – 40 y.o., medium & high income, medium to high education

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. target consumer.

Stejar consumer is a young man, aged 29. He is confident, adventurous and he wants to live his life. He is a free spirit and does all things his way, challenging the existing rules.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. target consumer.

Stejar consumer is a young man, aged 29. He is confident, adventurous and he wants to live his life. He is a free spirit and does all things his way, challenging the existing rules. He seeks for freedom, and wants to touch the limits. He is a rough man who doesn’t speak too much, reliable, and a bit rebellious. He likes competitions, being modern, going out a lot.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. current packages.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. consumer take-out on current packages.

BOTTLE The bottle was seen as drawing down the brand towards a common and regular image. Even obsolete, fusty, since reminding of the old communist packages for beer. A beer for tough moments in life, when one wants just to drink and forget. A mature and grim brand, severe, for solitary moments.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. consumer take-out on current packages.

CAN Conveys strength, power, a coarse and savage force, waiting to be explored and discovered. It was seen as challenging towards dynamism and adventure, living intensely. The can’s background colour was seen as unconventional and unique.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. consumer take out – wanted results.

KNOW There is a New Stejar variant available.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


KNOW There is a New Stejar variant available. BELIEVE Stejar has strength and dynamism and it’s a pure masculine brand.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


KNOW There is a New Stejar variant available. BELIEVE Stejar has strength and dynamism and it’s a pure masculine brand. FEEL It is more beer in this beer: strong and intense taste, darker colour.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


KNOW There is a New Stejar variant available. BELIEVE Stejar has strength and dynamism and it’s a pure masculine brand. FEEL Is more beer in this beer: strong and intense taste, darker colour DO Try and drink the New Stejar.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. design objectives.

The mainstream brands in Romania can be clustered as: playful/rebellious: Bergenbier, Skol, Ciuc mature/conformist: Timisoreana, Golden Brau

your brief in short

branzas proposal

brand concepts

© 2007 branzas


The mainstream brands in Romania can be clustered as: playful/rebellious: Bergenbier, Skol, Ciuc mature/conformist: Timisoreana, Golden Brau Stejar will access the playful/rebellious area, rather through the “rebellious” side than through the “playful” side.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


For the new variant pack(5.8% alcohol content): powerful mainstream beer (seen on shelf) more premium than the other mainstream beers bridges the gap between normal and strong beers

your brief in short

branzas proposal

brand concepts

© 2007 branzas


For the new variant pack (5.8% alcohol content): powerful mainstream beer (seen on shelf) more premium than the other mainstream beers bridges the gap between normal and strong beers

For evolving current pack (7% alcohol content): solve the problems of current image inside is the same Stejar strong beer

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. design considerations.

Iconography The Stejar tree can be evolved, his drawback being its lack of dynamism. Colours Dark red – for Stejar 7%. For the new variant consider another colours. Product Stejar is a more concentrated beer than regular beers.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. deliverables.

According to brief Packages BOTTLE 0.5 CAN 0.5 Multipack 6 CAN Carton Box 6 Bottles PET 1 L PET 2 L Brand Manual Directions for glassware Direction for furniture (TBD)

your brief in short

branzas proposal

brand concepts

© 2007 branzas

your brief in short. deliverables.

For pitch Packages BOTTLE 0.5 CAN 0.5 Brand world

your brief in short

branzas proposal

brand concepts

© 2007 branzas


our proposal. creating a strong beer brand.

© 2007 branzas

now. Stejar is perceived as a beer which is good at knocking you out.

© 2007 branzas

now. Stejar is for the sad people.

© 2007 branzas

simple factory workers.

© 2007 branzas

the ones who only want to get knocked out.

© 2007 branzas

expecting nothing?

© 2007 branzas

escape from routine and grey.

© 2007 branzas

Stejar is

© 2007 branzas

Stejar is outdated, severe, fusty.

© 2007 branzas


obsolete, grim, mature.

© 2007 branzas


obsolete, grim, mature.

old communist.

© 2007 branzas

Stejar is for solitary moments.

© 2007 branzas

in the future…

© 2007 branzas

Stejar will be lively, masculine, strong.

© 2007 branzas


unique. speaking his mind.

© 2007 branzas


unique. speaks his mind.

brings you to life intensely.

© 2007 branzas


unique. speaks his mind.

brings you to life intensely.

unconventional. modern.

© 2007 branzas

Stejar is a coarse and savage force.

© 2007 branzas

is a contemporary rebel

with a strong essence.

Stejar

© 2007 branzas

for the ones who love adventure.

© 2007 branzas

love the outdoors.

© 2007 branzas

tough guys. few words. action.

© 2007 branzas

bikers. free spirits.

© 2007 branzas

clubbers. underground.

© 2007 branzas

rockers. rebels.

© 2007 branzas

become a contemporary rebel with strong essence.

© 2007 branzas

can be coded in natural colours.

Stejar

© 2007 branzas

bold masculine strong distinctive

© 2007 branzas

rebel savage powerful adventurous


© 2007 branzas


explorer free spirit outdoors discoverer


© 2007 branzas

modern dynamic vivacious challenger




© 2007 branzas

modern dynamic vivacious challenger


passionate self confident remarkable original



© 2007 branzas

can be coded in simple

and natural shapes.

Stejar

© 2007 branzas

is straightforward. Its construction

is vertical and horizontal.

Stejar

© 2007 branzas

is bold and masculine.

it makes clear statements.

Stejar

© 2007 branzas


brand concepts. strategic and creative routes.

© 2007 branzas

brand concept 1. Stejar – strength and masculinity.

A man`s world is dominated by power and competition. Every man wants to be perceived as a powerful individual, who has success when competing with others. Stejar is not just a strong beer, but is the beer you can trust, a brand for powerful men who like to live memorable moments and celebrate their victories.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

Stejar has a strong character and conveys confidence, stability and leadership. Connected with the real values of a man`s world, it conveys competence and authority. Stejar gives the feeling of being a man who knows and obtains what he wants.

your brief in short

branzas proposal

brand concepts


© 2007 branzas


Personality Substantiators natural power stejar tree, brand name, claim stronger taste dark red and green colours masculinity oval shape competence bold, contrast balanced symmetry, clear cut areas no compromises clear arrangement of elements

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 2. Stejar – the power of a free spirit.

A man who likes to explore and discover needs to set his own limits. He evaluates every situation, takes his risks, and enjoys acting for the best results. Stejar is the strong beer for powerful men who like to live their lives intensely, and who are not afraid to challenge the existing rules in his endeavour to touch the limits.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Stejar is an open minded explorer and conveys strength, courage and expertise. A self-confident brand, Stejar goes behind the limits. It conveys savage force, energy, dynamism and a strong feeling of independence.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Personality Substantiators strong, rough contrast stejar tree, brand name, claim original, innovative strong colours active, dynamic bold and round elements self confident stejar tree on central area free, independent opened layout constructions

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 3. Stejar – young and powerful challenger.

A rough man who likes action and competition will fight to conquest the world. He enjoys living his life totally committed in everything he does. Stejar is the strong beer for powerful and active men, a trustful and reliable brand, who defines its character from the strongest values of masculinity.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 3. Stejar – young and powerful challenger.

Stejar is young and strong. It conveys freedom, energy and strength. Liking originality and novelty, Stejar is a natural challenger. It conveys force and confidence, and gives the feeling of being free and powerful.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 3. Stejar – Young and powerful challenger.

Personality Substantiators challenger distinct colours and high contrast original lively colours, round shape active, young red and green man strength clear shapes, bold, outlines stejar tree, name, claim remarkable, full of character distinctive construction

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 4. Stejar – the essence of natural power.

A strong man who likes action and competition will fight for conquering the world. He enjoys living his life totally committed in everything he does. Stejar is the only beer for powerful men, a trustful and reliable brand, who defines its character from the strongest values of masculinity.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 4. Stejar – the essence of natural power.

Stejar symbolizes the power of nature. Connected with the strong values of action, sport and competition, Stejar is enthusiast and dynamic. It conveys force, and gives the feeling of living his life as a powerful man does.

your brief in short

branzas proposal

brand concepts

© 2007 branzas

Brand Concept 4 Stejar – the essence of natural power

Personality Substantiators natural power stejar tree, claim, brand name, dark red and green passionate lively and deep colours self confident stejar tree centered, bold remarkable construction, white bold, contrast, outlines modern, original unique arrangement of elements

your brief in short

branzas proposal

brand concepts

© 2007 branzas

brand concept 5. Stejar – power and distinction.

After his fights against the world, a successful man needs the recognition of his facts. He knows he is a powerful man, who stands out from the crowd, and likes to be perceived as well. Stejar is the strong beer for an elite of powerful men. Strong and refined, Stejar represents a standard for the mainstream beers segment.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Original, strong and competent, Stejar means pride and distinctiveness. Stejar gives the feeling of belonging to an elite of powerful and independent men. It is about expertise, authority and leadership.

your brief in short

branzas proposal

brand concepts

© 2007 branzas


Personality Substantiators power and strength bold, claim, stejar tree original, distinctive special colours, clear arrangement of elements distinguished taste elegant colours, shapes self confident stejar tree and brand name on central area remarkable exclusive construction pride and dignity refined decorations, colours

your brief in short

branzas proposal

brand concepts

branzas stejar de esenta tare

Documents

branzas stejar

branzas branzas peste

branzas content

branzas strategy

strong beer brand

strong beer niche

alcohol content

new variant of stejar