From November 11 to November 13, Bangkok will stage the TABINFO ASIA 2009 CONGRESS entitled TOBACCO: THE NEW LANDSCAPE.
Sylvia van Duyvenboode, brand consultant at Claessens Cartils Amsterdam, will contribute to this congress by giving a presentation entitled “Brand Design in a Restrictive Environment”, followed by a discussion among international renowned panelists and delegates on November 11. Furthermore, she will lead a workshop on Friday November 13 on maintaining brand identity in a restrictive environment. Delegates will be provided with insights on the backgrounds of branding and a frame of reference to reinforce brand presentations. Furthermore, tools will be demonstrated for the creation of a brand presentation that underscores a brand’s personality while complying with regulations.
For more information visit www.tabinfoasia09.com
On behalf of Cartils London, Christiaan Huynen joined editor of magazine The Spirits Business Patience Gould, International Beverages Regional sales director Rajiv Bhatia, and master distiller and managing director of Zuidam Distillers Patrick Van Zuidam, to judge the 2009 Travel Retail Masters Awards.
All entries, consisting of Rums, Cognacs, Scotch Whiskys, Armagnacs, Liqueurs, and Vodkas were judged in two separate categories. The spirits could win Master awards not only for the detail and precision put in their packaging design but also for their quality and smoothness in taste.
The reward of seven Master, sixteen Gold and no Silver awards in the taste category underlines the excellence in quality the entries had to offer this year. The Macallan 1824 Collection was at the for-front by receiving a Master and two Golds.
However, the big winner of the day was the cognac Dupuy XO Tentation that prevailed in the Design & Packaging category by winning the only Master award. The judges praised in particular the meticulous attention to detail that was used, such as the cap which fitted with exact precision – only one twist was needed. The Macallan 1824 Collection was also praised for its outstanding designs and was awarded a Gold and two Silvers.
Download the PDF for the article as published in The Spirits Business.
Claessens Product Consultants expands and continues as Claessens|Cartils. Claessens Product Consultants, one of the world’s first branding & packaging design consultancies, has expanded by teaming up with Cartils in London. Working together in two creative capitals, Amsterdam and London, the two companies cover a larger market and sustain a faster growth, gaining direct access to the London market of specialised professionals, services and designers.
Managing Director and owner Chris Huynen comments; “It was a logical step, we have been growing for the past years and now we can extend our international presence in order to continue a sustainable and qualitative growth. This allows us to serve our clients even better”. Claessens|Cartils is the continuation of Claessens Product Consultants, established 1960 in Hilversum (near Amsterdam), a renowned branding and packaging design consultancy, advising international companies in the area of branding strategy, brand portfolio management and packaging design in the premium FMCG market. Cartils, located in Notting Hill, is an independent, young, design agency, focussing on highly qualitative work for international companies.
Experienced staff has found their way to this London office. Claessens|Cartils can refer to a list of renowned clients within the beverages, tobacco and cosmetics industries such as Heineken, Carlsberg, SAB Miller, Imperial Tobacco, Swedish Match, Pernod Ricard, Nestlé waters, Schweppes, Rivella, House of Prince, Pago, Chateau Giscours and Unilever. Today 52 projects are actively handled in 25 different countries. The Claessens|Cartils group, with a staff of over 50, has offices in Amsterdam and London, as well as representatives in Moscow and Bombay. By combining the two agencies, the leading position of the international branding and packaging design consultancy is strengthened.
From October 24 to 26, Moscow hosted the HiBrand 2008 conference – one of the most prestigious annual events in marketing and branding in Russia. Around 400 delegates from 20 different countries attended presentations from well-known specialists and pioneers in the branding industry including Wally Olins and Michael Peters. They all expressed their unique view on Corporate Branding.
During his lecture, Mr Gaston van de Laar, strategy director at Claessens|Cartils (Amsterdam), covered different aspects of Brand Iconisation and its significance in the development of brand architecture for corporate brands. Starting from the obvious development of the increasing meaning of corporate brands, Van de Laar offered the audience clear handles for the creation of strong corporate branding. Key in his message was that consumers are more and more visually oriented.
Brands, and thus also corporate brands, would be wise to respond to this by developing strong icons: visual symbols that communicate the essence of the corporate brand. Again HiBrand was a successful event for organization, speakers, as well as delegates.
Claessens Product Consultants will be lecturing at International Branding Conference Hibrand 2008 (24-26 Oktober, Moscow). This year the international Hibrand conference is all about corporate branding. On the 24st of October Claessens Amsterdam Strategy Director Gaston van de Laar will lecture about brand icons as the visual essence of a brand’s architecture. The following points will be covered: International developments in branding and packaging design; Iconisation; Examples of corporate icons and their usage; Examples of brand icons and the value of icons for brand architecture.
Participants of the Hibrand 2008 conference are world leaders of branding, leading Russian agencies, as well as owners and top managers of the biggest and most interesting brands. HiBrand 2007 was named the best conference of the year in Russia, but the sky is the limit. See you at HiBrand 2008!
The Water Innovation Awards 2008 turned out to be successful for the Dutch mineral water brand Sourcy, owned by Heineken subsidiary Vrumona. The brand presentation of Sourcy, created by Claessens Product Consultants, was awarded Bronze in the category Best Bottle in PET. The Sourcy Plus proposition, a range of mineral waters with a minimal addition of natural fruit aromas, was developed to bring Sourcy from a strong position in the off-trade to the on-trade.
Claessens Amsterdam developed a brand presentation for this new flavoured range. The transparency and tight lineation of the PET bottles emphasise the purity of the product. The main bottle shape, resembling a traditional jenever bottle, refers to Sourcy’s Dutch origin. And a small visual fruit element in combination with a line ‘with a hint of …’ subtly reflects the minimal flavour addition.
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.
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.
Read more in the full text article. download
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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An article by Claessens Product Consultants as published in the Russian magazine Marketolog. It describes Surprise and Inspiration strategies which provide excellent opportunities for renewing contact with the consumer and underscoring the brand’s relevance and vitality. For an English translation, please contact us.
Сильный бренд способен удивлять и вдохновлять, тем самым демонстрируя свою значимость для современного потребителя. При этом эпоха, когда реклама была единственным средством удивления и вдохновения, кажется, безвозвратно ушла в прошлое. Сегодня гораздо важнее опыт общения с т
