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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