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De vraag was dan ook om een complete merkidentiteit te ontwikkelen. \u003Cbr \u002F>\u003C\u002Fp>","text",[],[],{"id":953,"headline":954,"media":955,"leftText":956,"rightText":17,"typeHandle":949,"tiles":957,"boxes":958},"9654","\u003Ch3>Different always wins\u003C\u002Fh3>",[],"\u003Cp>Bij Offff geloven wij niet dat branding een onderdeel is van de marketing maar juist andersom. Het merk is datgene dat de business drijft en maakt de uitvoer van de marketing makkelijker. Wij werken vanuit de Marketing theorie van Byron Sharp van het Ehrenberg-Bass Institute. In het marketing universum van Ehrenberg-Bass is geen plaats voor Brand Love, loyaliteitscampagnes, differentiatie of hypertargeting. Er is alleen 'Mentale Beschikbaarheid' en 'Fysieke Beschikbaarheid', een eenvoudig maar diepgaand mentaal model, dat stelt dat kopers merken kiezen die 'Easy to mind' en 'Easy to find' zijn. Volgens het Ehrenberg-Bass Institute groeien merken door nieuwe klanten te werven, niet door de klantloyaliteit te vergroten. Merken concurreren door \u003Cstrong>'betekenisloos onderscheidend vermogen' \u003C\u002Fstrong>- of wel met vormgeving, logo's, karakters, typografie, kleuren - niet door \u003Cstrong>betekenisvolle differentiatie\u003C\u002Fstrong>. Neem bijvoorbeeld de bankensector. Die leveren allemaal precies dezelfde diensten. De een is wat duurzamer dan de ander maar je kan overal een rekening openen of een hypotheek afsluiten. Maar ze zien er wel allemaal anders uit en spreken je aan met een eigen tone of voice.\u003C\u002Fp>\n\u003Cp>\u003C\u002Fp>\u003Cblockquote>In order to be irreplaceable, one must be different.\u003Cbr \u002F>- Coco Chanel\u003C\u002Fblockquote>\n\u003Cp dir=\"ltr\">Different always wins. Dat is de visie binnen onze branding studio, met de focus op design en advertising. Wij creëren en bouwen merken die anders durven te zijn en Williams Cocktails past daar perfect bij met een cocktail in een conservenblik. \u003C\u002Fp>\n\u003Cp dir=\"ltr\">Zoals wij een merk zien is het niets anders dan een netwerk van associaties in je hoofd. Iedere ervaring met het merk bouwt aan dat netwerk van associaties. De beste en grootste merken ter wereld bouwen al jarenlang constant aan dezelfde associaties. Het ‘Lekkere’ van Albert Heijn. Het beste uit jezelf halen zoals Nike’s ‘Just do it’. Red Bull geeft je vleugels. \u003Cbr \u002F>\u003C\u002Fp>",[],[],{"id":960,"headline":961,"media":962,"leftText":963,"rightText":17,"typeHandle":949,"tiles":964,"boxes":965},"9655","\u003Ch3>Van strategie naar identiteit\u003C\u002Fh3>",[],"\u003Cp dir=\"ltr\">Een ontwerpproces begint voor ons bij de merkstrategie. Geen ellenlange sessies en documenten van 100 pagina’s maar het vormen van een set van 4 of 5 associaties die we gaan opbouwen met het merk. We dagen de klant uit om echt te kijken naar wat bij hen past én wat uniek is of kan worden. Dat hoeft niet een uniek product of dienst te zijn, dat is altijd te kopiëren. Een identiteit niet. Het unieke zit vaak in de emotionele associaties die we willen opbouwen. Daarnaast zoeken we naar het juiste Merk Archetype en Merk religie om nog meer creatieve richting te geven aan het merk, de tone of voice en de beeldtaal. Vervolgens gaan we strategisch aan de slag met het design. \u003C\u002Fp>\n\u003Cp dir=\"ltr\">De volgende stap is het vertalen van de associaties naar een beeldtaal. Dit doen we door de verschillende associaties in moodboards te visualiseren. Wat is de beeldtaal van ‘Origineel’ binnen de cocktail categorie? Hoe vertalen we ‘Stijlvol’? \u003C\u002Fp>\n\u003Cp dir=\"ltr\">De moodboards vormen een volgend keuzemoment voor de klant. Op welke associaties gaan we visueel focussen? Bij Williams lag de focus op ‘Stijlvol’, ‘Origineel’ en ‘Echt’. We wilden het originele cocktail gevoel creëren maar wel op een vernieuwende stijlvolle manier. \u003C\u002Fp>\n\u003Cp dir=\"ltr\">Vanuit deze beeldtaal gaan we met het designteam ideeën schetsen. Samen met de klant nemen we een ‘kijkje in de keuken’ en bekijken de ideeën die er liggen. Waar zit potentie in? Waar krijgen we energie van? Daarna kiezen we welk idee we gaan doorontwikkelen in de merkidentiteit. \u003C\u002Fp>\n\n\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>",[],[],{"id":967,"headline":968,"media":969,"leftText":970,"rightText":17,"typeHandle":949,"tiles":971,"boxes":972},"9656","\u003Ch3>Een branding systeem\u003C\u002Fh3>",[],"\u003Cp dir=\"ltr\">Een merk is meer dan een logo of set kleuren en lettertypes. Daarom ontwikkelen we naast een aantal unieke Brand assets ook een Branding systeem waarmee elke uiting herkenbaar wordt. De drie belangrijkste dingen die we in een merkidentiteit stoppen zijn onderscheidend vermogen, herkenbaarheid en consistentie. \u003C\u002Fp>\n\u003Cp dir=\"ltr\">Voor Williams hebben we gekozen voor een aantal elementen die zorgen voor herkenbaarheid. Het lettertype, de kleuren combinaties, een gouden randje en natuurlijk het conservenblik zelf. De hoogwaardige kwaliteit van de cocktails hebben we aan de buitenkant vertaald door de gouden deksel. En ook het etiket is met een foliedruk voorzien van een gouden logo. De inspiratie komt uit de heritage van de cocktail hoogtijdagen in de jaren 1920. Die beeldtaal hebben we op een frisse manier weten te vertalen naar nu. Daarom bijvoorbeeld de keuze voor de moderne schreefletter.\u003C\u002Fp>\n\u003Cp dir=\"ltr\">De kleurencombinaties en de manier waarop we omgaan met typografie zorgen voor een herkenbaar branding systeem. Iedere cocktail heeft zijn eigen kleur in combinatie met de vaste kleur roze. Die kleuren hebben we gebaseerd op de kleur van de cocktail of één van de hoofdingrediënten. De Margarita heeft de lime kleur en de Pornstar het paars van de passievrucht.\u003Cbr \u002F>\u003C\u002Fp>",[],[],{"id":974,"headline":975,"media":976,"leftText":977,"rightText":17,"typeHandle":949,"tiles":978,"boxes":979},"9657","\u003Ch3>De uitdaging\u003C\u002Fh3>",[],"\u003Cp dir=\"ltr\">De moeilijkheid bij iedere design opdracht is hoe we iets kunnen maken dat je nog nooit gezien hebt, maar tegelijkertijd wel herkenbaar blijft binnen de productcategorie. Je wilt iets neerzetten dat onderscheidend is en dat gaat vaak tegen de natuur van de ondernemer in. Begrijpen mensen straks nog wel wat ze zien? Moeten we het niet meer doen zoals anderen het ook doen? \u003C\u002Fp>\n\u003Cp dir=\"ltr\">Om op te vallen op het schap of met je reclames moet je juist iets anders doen. Als wij een verpakking voor tomatensaus zouden ontwerpen gaan we niet met rood werken, zoals alle anderen. Hierin nemen we de ondernemers strategisch mee en langzaam valt het kwartje dan wel.\u003Cbr \u002F>\u003C\u002Fp>",[],[],{"title":981,"description":982,"keywords":983,"social":984,"advanced":994},"Het verhaal achter het award winning packaging design - OFFFF Branding Studio - Rotterdam","Leer het verhaal achter het bekroonde verpakkingsontwerp van Williams Premium Canned Cocktails, winnaar van de Platinum Packaging Award. Ontdek hoe creativiteit en strategie samenkomen in het ontwikkelingsproces van een complete merkidentiteit. Van branding systeem tot de uitdagingen van onderscheidend vermogen, leer hoe Williams zich onderscheidt in de cocktailmarkt.",[],{"twitter":985,"facebook":991},{"title":986,"description":982,"image":987},"het verhaal achter het award winning packaging design - Offff",{"id":988,"title":989,"webp":990},"14512","Award winning packaging 2","https:\u002F\u002Fcdn.offff.studio\u002Fmedia\u002Fwerk\u002F\u002Fwebp\u002F_1200x630_crop_center-center_80_none\u002F14512\u002FAward_winning_packaging_2.webp",{"title":992,"description":982,"image":993},"Nieuws artikel 2 - Offff",{"id":988,"title":989,"webp":990},{"robots":995,"canonical":122},[],1787238331178]