| We presented four proposals
with a slightly different take on the challenge – all
using a more modern can as a starting point. We wanted to see
how far our client would go to achieve global recognition.
Option 1 took a more sophisticated and minimal approach,
using an abstract image that would appeal to a slightly older
audience.
Option 2 had broad appeal with a shark pictogram creating
a strong focal point on the can.
Option 3 was a simple evolution of the existing brand
in a more modern container.
Option 4 was targeted specifically towards the niche club
cult market, giving the shark an off-the-wall rebellious character.
These routes were subjected to rigorous qualitative research
with a number of target groups from different parts of the
world, including Korea, China and the UK.
The clear winner was Option 2 – the pictogram was instantly
recognised and understood and appeal was universal amongst
all groups.
The next stage was to refine and refine again |
