Arnold André Cigars has been awarded in the category “Cigar Innovations” with its innovative Vasco Da Gama Whisky cigar. The product is based on a process where the cigar is acquiring its aroma from being stored in an atmosphere of whisky. In 2005, the company earned its first award within this category with its world-wide innovation of the port wine-cigar.
ClaessenslCartils has been responsible for the packaging design of both innovations. After being successful with the port wine crate-display for the port wine cigar, ClaessenslCartils designed the tube and display for the Vasco Da Gama whisky cigar. The display has been inspired on the giftpacks used for whisky bottles. Herewith the presentation emphasizes the taste and unique character of this cigar innovation.
SABMiller launched a new premium brand in the first week of September: Dreher Premium Lager. After a joint effort of defining the design strategy Claessens Product Consultants was responsible for the execution of this NPD project. Claessens (Amsterdam agency) translated SABMillers general branding concepts into one word design directions.
In line with this design strategy the agency developed a convincing brand presentation consisting of a unique bottle shape and graphical design. Key graphical element is the strong and recognisable brand icon, which is used as the connecting visual element in all brand communication. ‘Dreher offers an exceptional beer-drinking experience that will afford consumers of premium brands a competitive and accessible alternative from which to choose” says SAB Ltd Managing Director Tony van Kralingen.
Only two weeks after its powerful launch in Switzerland, the new Rivella Yellow is already a huge success. Unlike Rivella Red, Blue and Green, this so-called ‘other Rivella’ is not based on milk~ but on soya serum. Similar to the extraction of milk serum in the days of the Rivella Red introduction (56 years ago), the process to extract serum from soja whey is a pioneer achievement.
So again, for the second time in history, Rivella launched a worldwide innovation. And once more, consumers react extremely positive. They highly appreciate the very light and fresh taste and the absence of artificial colouring or preservatives. Bottle and label design are developed by Claessens Product Consultants and match the new brand positioning of Rivella.
The combination of a dynamic bottle shape and transparent label make the presentation look fresh, light and also adds to a natural and premium look.
By winning the highest award, the 21st edition of the Golden Packaging Awards turned out to be successful for Turk Tuborg Fici beer. The Golden Packaging Awards have been held since 1988.
The objective is to promote Turkish packaging identity worldwide while encouraging domestic manufacturers to be active in the sector and join international contests.
Golden Packaging Awards winners are eligible to represent Turkey in the well known World Star Packaging Awards. The award winning innovative Fici Beer can design is created by Claessens Product Consultants from Amsterdam. Its design implies the concept of draught beer in an original manner by referring to the Argentinian glass (beer mug).
At the same time, it emphasises beer values of refreshment and masculinity together adding to an experience which approaches real draught beer drinking.
Ya Dessert awarded ‘Highly Commended’ for Best Packaging Innovation. Claessens Product Consultants developed a brand presentation for the smoothies of Ya Dessert. The design participated successfully in the Beverage Innovation Awards 2008.
It was awarded ‘Highly Commended’ in the category for Best Packaging Innovation. By using an innovative sleeving technique the premium image of the brand is clearly stressed. Furthermore the tastefulness of the existing Ya brand is communicated, as well as the positioning of the smoothie based on product innovation, convenience and enjoyment.
As it is the first smoothie introduction on the Russian market, the brand presentation is highly important in explaining the product innovation. It therefore clearly communicates the smoothie concept of blended fresh fruits.
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This year the 24th edition of the Dutch Packaging Award “De Gouden Noot’ takes place. 10 nominated packages will be evaluated on their inventiveness. The jury consists of experts on each phase of the packaging supply chain.
As design being one of them, Claessens Product Consultants will also be present as jury on this event.
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Claessens Product Consultants from the Netherlands redesigned the Greek mineral water brand Ioli, owned by Athenian Breweries (Heineken International). The redesign will be introduced on the Greek market in May 2008. Project challenge was to make Ioli stand out in the market as a super premium and innovative mineral water brand. This had to be realised within the technical constraints that were given by Athenian Breweries. Assignment was to create a presentation that was both convincing in its appearance and technically feasible.
By making up a team with dedicated people from Athenian Breweries’ marketing and production departments and Claessens Product Consultants’ brand and strategy consultants, project managers and experienced designers, the seemingly impossible has been achieved. Both bottle and label were redesigned. By using an innovative bottle shape the aspects of purity and premiumness are clearly stressed.
The metallised label on its turn emphasises this premium feel. The result of the strong cooperation is a high quality brand presentation that fits Ioli’s price positioning and innovative brand image.
Yarpivo is the third beer brand in the Russian mainstream segment. Because of tight advertising restrictions, packaging innovations became vitally important on the Russian beer market. To act on this, Baltika Breweries and Claessens Product Consultants from Amsterdam renewed the brand presentation of the complete Yarpivo line.
The shelf value of the presentation is reinforced by emphasizing the well-known graphical main shape of Yarpivo. The Yarpivo variants are clearly communicated by using this main shape as a link and colour variations as a differentiating element. Besides this the overall presentation has become more contemporary and qualitative. The Russian packaging website Upakovano published an news item about the redesign which was introduced in April 2008 :
Last April Claessens Product Consultants redesigned the Alivaria brand. Alivaria is a prestigious high quality beer brand owned by the Olivaria Brewery.
The brewery is the oldest Belarus brewery (since 1864) and now a part of the Carlsberg Group. Download the PDF to read the Russian article as published on the Olivaria website.
Identity Magazine is the first (and leading) Russian magazine on branding and commercial design. The autumn 2007 issue included an article about Claessens Product Consultants’ approach to brand design. According to Claessens Product Consultants brand design can be approached in two ways: from a creative point of view and also starting from consumer drivers.
In this vision of brand design, the consumer plays the leading part. This extensive article looks further into the Claessens’ design approach by explaining a couple of consumer developments we see: premiumisation, need for authenticity, iconisation and power branding. These trends are illustrated by several design cases.
The link to this bilingual article contains the first page only. To read the full text article please contact Claessens Product Consultants.
