SabMiller, Rebranding Art of Chilling for Foster’s
  • SABMiller, Foster's Rebranding Art of Chilling
  • Foster's is an authentic Australian beer and its advertising has always been defined by dominant Australian lingo and imagery. When we began to design branding for Foster's, we were aware of cultural differences between markets and the need to cater to a local market, to a different cultural idiom, to Indians. A survey conducted, affirmed our notion that international depictions of Foster's Art of Chilling, such as beach, surf and barbecues, were not going to be relevant. Instead, we employed the insight that Chilling means different things to different people.

    To leverage this thought further, we created 17 Chillhead characters, each representing individual ways of chilling familiar to an Indian audience, ranging from cricket and comedy. What emerged was a campaign thought that resulted in effective brand and environmental design across media.

    With Agency : VGC
    Awards: Silver for Integrated Design Project, Designomics Awards 2013
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  • Foster's Digital Campaign : Introducing the new identity.
  • Art of chilling extended to Lounges, environment Graphics.
  • Lounge : Jimmy's Bangalore, environmental graphics
  • Lounge : Jimmy's Bangalore, environmental graphics
  • Lounge : Jimmy's Bangalore, environmental graphics
  • Brand iconography extended on Barcodes.
  • Brand iconography extended on Menu Covers.
  • Aligning to creative brand positioning of 'Art of Chilling', Brand Fosters organizes an nationwide LOL festival. We designed various communication handles for the event.
  • Foster Lol Evenings : Event Tent Card.

  • Foster's LOL Evenings featuring Wierdass : Event coasters.
  • Digital Campaign : Foster's LOL evenings.


  • Digital Campaign : Foster's LOL evenings.
  • Digital Campaign : Foster's LOL evenings.
Description
Foster's is an authentic Australian beer and its advertising has always been defined by dominant Australian lingo and imagery. When we began to design branding for Foster's, we were aware of cultural differences between markets and the need to cater to a local market, to a different cultural idiom, to Indians. A survey conducted, affirmed our notion that international depictions of Foster's Art of Chilling, such as beach, surf and barbecues, were not going to be relevant. Instead, we employed the insight that Chilling means different things to different people.

To leverage this thought further, we created 17 Chillhead characters, each representing individual ways of chilling familiar to an Indian audience, ranging from cricket and comedy. What emerged was a campaign thought that resulted in effective brand and environmental design across media.

With Agency : VGC

Fields
Branding, Graphic Design, Print Design
Date
2011