Ccp pospov 082014 ms1

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CUPCAKE

Cupcake POS Evolution AUGUST 20, 2014


Getting the most out of POS 1. P OS is one of the main ways a brand promotes itself and gains awareness, so take it seriously. 2. U se current brand equities to stand out of the “sea of sameness” in the wine aisle and start building the brand, visually. 3. G et the most out of every element; ideal is to get to the point where individual elements are recognizable to the brand. 4. B e responsible and respect the brand—don’t put anything out there that doesn’t stay true to Cupcake.

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What a Unified Brand Looks Like

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ASPIRATIONAL BRAND EXAMPLES | KATE SPADE

WHAT CAN WE LEARN • D oesn’t require any previous brand knowledge to understand brand personality: quirky, fun and optimistic • A ll products treated with same graphic approach: bright, bold, clean application • C ohesive brand experience from print to packaging to POS 4


ASPIRATIONAL BRAND EXAMPLES | BURBERRY

WHAT CAN WE LEARN • Turned a brand element into an icon, creating a mnemonic association and making it synonymous with the brand • P laid is everpresent, but varies in application and execution • B old and assertive pattern treatments makes typical products ownable to brand • C reative implementation of pattern suprises and delights, while also maintaining relevancy to changing trends

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The Big Takeaway

Transform the brand elements you already have into something significant, arresting, memorable and ownable.

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INCONSISTENT BRANDING ELEMENTS

Cupcake icon

Accent flourish

Filigree

Accent “bar”

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CURRENT ELEMENTS USAGE IN POS

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Make the Cupcake Icon The Hero of POS The Cupcake icon is central to the brand’s identity—why not leverage consumer association and have it work harder for the brand? It’s the visual brand ambassador that, if executed and used properly, can embody the brand personality: exhuberant, fun, sophisticated. The style of the cupcake top, in particlar, captures the Cupcake brand qualities—elegant but not stuffy, has an open-ness and energy, but is still balanced and refined—which is why we think it should be the inspiration/foundation for creating new graphics.

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FURTHER DEFINE THE BRAND IN POS BY DEVELOPING A COHESIVE GRAPHIC STYLE

Cupcake icon

Accent flourish

Filigree

Accent “bar”

WHAT WORKS

• Curling tapered ends suggestive of grape vines, bringing a natural organic sensibility • Asymmetical but balanced—a unique quality that requires finesse • Clean and streamlined feels modern, less fussy • Style ties back to icon and each other, creating more opportunities for consumer connections

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POS | EVOLVING CAMPAIGN ELEMENTS

brand icon

original campaign lockup

proposed campaign lockup

treat today

treat today

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POS | CASE CARDS (BASE BRAND)

treat today treat today

Cabernet Sauvignon “We selected grapes at their optimal ripeness to create a complex Cabernet Sauvignon offering dark fruit flavors layered with toasty oak and a hint of spice.�

Jessica Tomei, Winemaker

california

Cabernet Sauvignon

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POS | CASE CARDS (PROMOTIONAL)

treat today

2

$

off

crisp summer whites treat today

save $2 on our

crisp summer whites

2

$ on crisp save

summer whites

treat today

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POS | CASE CARDS (SEASONAL)

celebrate

sparkles

no resolutions

celebrate

italian

Prosecco

italian

Prosecco

italian

Prosecco

celebrate

sparkles

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POS | CASE

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POS | CASE

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POS | NECKERS

11 $1$1 $1$1

$$

any varietal varietal

offoff

varietal anyany varietal

offoff

varietal anyany varietal

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POS | BAGS

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POS | COHESIVE GRAPHIC STYLE

no resolutions

celebrate

treat today

treat today

italian

Prosecco

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