2013 Winners & Shortlists

BARBICAN BRANDING

Bronze
Client/BrandAUJAN INDUSTRIES CO
Product/ServiceBARBICAN
EntrantILUO, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPACKAGING
Entrant Company ILUO, UNITED ARAB EMIRATES
Advertising Agency ILUO, UNITED ARAB EMIRATES

Brief Explanation

The design exercise required a true brand relaunch, addressing both physical and visual aspects of the brand. Every element of the product dressing has been carefully considered, challenged and addressed in terms of design. The material used had been changed, the colors optimised, the printing technique fine-tuned to create a unique and relevant brand proposition.

The Brief

To revitalise BARBICAN malt beverage brand under the "accessible premium" brand promise. To hold a leading position in its category.

How the final design was conceived

A stylish bottle was created, more stable, with slender neck and muscular shoulders, enhanced by in-hand embellishment of raised glass featuring the word PREMIUM crowned by the AUJAN crest. The choice of clear label (PSL –pressure sensitive label-) is qualitative and dictated by the will to let the unique metallic blue BARBICAN word mark stand-out as a silk-screened sign, underlined by shiny silver and supported by a prancing lion symbol, etched on glass. The result is a brand identity with a distinctive personality, delivering pride and assertiveness, brand values that talk to the growing youth market.

Indication of how successful the outcome was in the market

Barbican is now available in more than 70 countries and hold a top-three position in beverages in every country in which it operates.

Credits

Name Company Position
Kadir Gunduz Aujan Industries Co. Ceo
Claudia Brun-Vargas Iluo Project Coordinator
Zineb Fourrier Iluo Project Manager
Chris Brun Iluo Ceo/Creative Director
Michel Meunier Aujan Industries Co. Engineer/Project Manager
Raymond Mattar Aujan Industries Co. Brand Manager Barbican
Philip Hobeika Aujan Industries Co. Barbican Marketing Manager