BAYOU RUM INTERNATIONAL LAUNCH
Reposition Bayou Rum as an international brand.
International brand strategy; visual brand identity; photography; strapline, headline and advertising campaign; brand story; brand guidelines.
The bayou are the wetlands along the Gulf coast of Louisiana. Our visual brand identity focuses on introducing the bottle in the context of this beautiful natural area. The headline communicates the lifestyle, attitude and joie de vivre of Louisiana culture. The phrase “let the good times roll” is synonymous with this most individual of American states and it is supported by a strapline that rightly positions Bayou as the most significant rum to come from this emerging rum region.
Reassert elit as the definitive luxury vodka.
Brand strategy, brand architecture, brand story, brand story photography, brand identity, packaging design, brand guidelines.
A brand positioning built around precision demands a brand identity with an obsessive level of exactitude. Inconsistent on and off pack brand identities have been rationalised into a new logo lock-up with hand-drawn lettering by calligrapher Peter Horridge.
A more confident relationship with parent brand Stoli has allowed this new lock-up to take centre-stage on the bottle, dramatically increasing shelf standout.
Tell the Stoli brand story.
History and production research, stakeholder interviews, workshop, story concepts, brand strategy, brand story (short, full and brand education versions), brand story photography, brand story video.
The Stolichnaya brand had lost touch with its roots: there was ambiguity about its nationality, uncertainty about aspects of the brand’s history (Soviet Russia recorded no names and no dates – all achievements were collective) and a backdrop of legal wrangling with the Russian government. Stoli needed to find its voice.
Working the advertising platform of originality into a central theme, 21st Century Brands’ solution was to tell Stoli’s story in the first person, allowing events to be recounted with confidence and charisma. This brand story has underpinned all Stoli’s communication since 2012.
“A key strength of 21st Century Brands is their ability to get right under the skin of a brand, understand its character and extract its essence. In the Stoli brand story project, their approach was focused and pragmatic, with very clear and tangible deliverables. They are a great pleasure to work with and quickly became an extension of our marketing team.”
Marco Ferrari, CMO, Stoli Group
Sales of Moskovskaya, sister brand to Stolichnaya, were in sharp decline across core European markets. Competitor brands in the standard vodka segment had upgraded their packaging, leaving Moskovskaya looking dated. 21st Century Brands were asked to modernise Moskovskaya, creating a more premium and more appealing brand identity, but without encroaching upon Stolichnaya’s premium vodka territory.
Brand history research, brand strategy, brand story, brand identity, packaging design, brand guidelines, packaging photography.
21st Century Brands researched the history of Moskovskaya and created a contemporary brand identity with authentic 1930’s Russian roots. Adopting a bold geometric design of Soviet Russia, we uncovered the 1938 Established date, redrew the brand’s medals and added the Moskovskaya knight (carrying the coat of arms of the Latvijas Balsams distillery). The rebranding had an immediate and significant impact on sales, restoring Moskovskaya to its market leading position in the Baltic States and laying the foundations for building the brand in Western Europe.
“The task was not only to redesign packaging but also find a way how to differentiate Moskovskaya from Stolichnaya vodka. 21st Century Brands impressed not only by their creative capability but also strategic thinking that was behind every stage of this project. They were easy to communicate with, very organized and most importantly did a fantastic job which resulted in immediate increase in global sales of Moskovskaya vodka.”
Kristaps Stirna, Global Marketing Manager, Stoli Group