Competition is fierce in the beverage world, whether it’s soft drinks, beer, wine or spirits. Today more than ever, we’re living in time-deficit, habit-driven routines. As a result, food shopping – whether online or in store – is seldom considered to be a leisure activity. Instead, it’s one of life’s necessities, another task on a long list of ‘to-do’s’. Yet today’s consumers are arguably more considerate shoppers too; weighing up value for money versus taste; the tried and tested product against the temptation of trying something new.
For agencies working in this sector, creative work needs to grab the attention of the consumer throughout all necessary touch points, but particularly on the shelf. “We focus on the pack looking amazing, new and different.” says leigh Chandler, partner and creative director at new york agency Vault49. “this elicits the consumer’s need to reward themselves – and we love that sometimes people buy for the pack itself, and taste appeal comes second.”
BRINGING IDEAS TO LIFE
Focusing on creative strategy, innovative ideas and stand-out execution, mainly for alcoholic beverages company Diageo and new-to-world brands, Chandler aims to push boundaries of what’s possible. “When they founded Vault49, John Glasgow and Jonathan Kenyon were street artists, and the bold, disruptive artistry of that kind of work is a huge part of what we do. nearly two decades later, we’re still fired up by that same dedication to hard work, collaboration, and a positive creative culture,” she says.
Denne historien er fra November 2019-utgaven av Computer Arts - UK.
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Denne historien er fra November 2019-utgaven av Computer Arts - UK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Creative Space
Without’s creative director roly grant on the studio’s hand-crafted ethos
studio profile
A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world
network
THE CREATIVE COMMUNITY HAS COME TOGETHER LIKE NEVER BEFORE, TO HELP EACH OTHER GET THROUGH THE CORONAVIRUS PANDEMIC
project
ethos for 305 Fitness - Learn how the Montreal identity design studio rebranded one of America’s hottest fitness clubs
rebrand
WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?
opinion
CRAIG BLACK HAS SOME ADVICE FOR SURVIVING THE CORONAVIRUS CRISIS AS AN INDEPENDENT CREATIVE
fresh eyes
DUNCAN BRAZZIL ON HOW THE UK INSPIRED HIS CAREER
artist insight
Cindy Kang on how photography informs her illustration work
ANIMATION NOW
LEADING PRODUCERS AND FILMMAKERS REFLECT ON EMERGING TRENDS AND SHARE THEIR PREDICTIONS FOR THE YEAR AHEAD
Project: Atoll by Studio Myerscough
Morag Myerscough reveals how she and Luke Morgan designed a vibrant biophilic installation in a central London office tower studiomyerscough.com