OLDE ENGLISH 800 VISUAL STRATEGY GUIDE
the power within Olde English has decided to create a whole new brand for ourselves. We have changed our total look and feel of what you are used to. We hope you enjoy getting to know us and our new look on life.
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title Sub Text
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contents
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Our History | 10 Timeline | 12
New Mission | 16 Keywords | 18
Rebranding Our Look | 20
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Power In Personas | 28
Competition Never Hurt | 38
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History Timeline
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history of olde english 800 Olde English is a brand of malt liquor beer owned by Miller Brewing Co. Malt liquor is a strong lager or ale in which sugar, corn or other adjuncts are added to the malted barley to boost the total amount of fermentable sugars in the wort. This gives a boost to the final alcohol concentration without creating a heavier or sweeter taste, thus they are not very bitter. Malt liquor was intended to provide the boost the industry needed in the face of falling per-capita beer consumption and increasing competition from spirits and wine, and malt liquor marketers bent over backward to ingratiate themselves with the white middle class. Olde English 800 came in different sizes including the infamous 40oz.
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Olde English 800 malt liquor was created in 1964.
1964
1940
Origins in the late 1940s as Ruff’s Olde English Stout, brewed by Peoples Brewing Company of Duluth, Minnesota.
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1987 Olde English was making waves especially in the hip hop community.
In 1989, Olde English 800 produced 950,000 barrels.
1989 In August 1989, while owned by Pabst OE targeted the “urban contemporary market” and received controversy.
1991-1995 Olde English was awarded a gold medal in the American Malt Liquor category at the Great American Beer Festival.
1991 John Singleton used its redand-gold-foil label as synecdoche for Boyz n the Hood, released in 1991.
OE High Gravity 800, introduced in 2001, features the same smooth taste of the original OE.
2001
1993 2010 In 1993, it produced 1,975,000, making it the category’s biggest brand by volume.
Olde English 800 is brewed in several versions which vary in alcohol by volume.
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Mission Keywords Rebranding Our Look
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Empowering your ability to see your inner greatness no matter the circumstance.
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rebranding the supreme reign new mission: Bringing your power from within to help strengthen the lives of those aiming for better for themselves and their community. rebranding objective: Taking from the soul of the brand of bringing power to those in want of better and creating an outlet through different organizations or services.
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keywords
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POWERFUL: The power shown in each advertisement to show that they were leading the pact in malt liquor. “It is the power!”
THRIVING: Showing the initiative it takes to have better for yourself. “Thriving for more”
INSPIRING: Creating a free feeling vibe that helps viewers see the potential within themselves. “Allowing the freedom to flow through”
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rebranding our new look Here at Olde English we wanted to highlight our new look by embracing our keywords of being powerful, inspiring and thriving. Embracing those things with a softer look that also empowers people to be there best selves and come together with their community. This new look will allow our rebrand to speak volumes of who we really are. Take a glance at where we currently are and where we will end up.
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OLDE ENG
GLISH 800
OLDE EN
NGLISH 800
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Power in Personas Competition Never Hurt
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power in personas
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The personas created are based on those wanting to achieve more than their surrounding areas. Willing and open to change for the empowerment of their neighborhoods. The personas are quite relatable in the fact that they are the regular everyday people of the community with goals and dreams for more.
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“THAT’S NOT MY PROBLEM”
FELICIA KNOWLES
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Teacher 43 years old Stable family life with parents
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Felicia has worked hard to get to where she is in her life because she is from an under privileged town.
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She doesn’t relate to the local community because she feels as though there is no help for them.
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She enjoys empowering others to be their best selves but not always willing to help those at home in her old neighborhood.
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Felicia considers success something that everyone has the opportunity to do because there are no excuses when it comes to hard work.
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She often tries to portray herself as someone of high class and never reflecting on her past because she doesn’t want people to know her background.
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Felicia does not support any of the local businesses from her neighborhood because she doesn’t think they deserve the money as they are not considered the most popular.
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Felicia has often lied about where she is from so that others thinks of her in a certain light because she is ashamed of the past.
“LOCAL FAMILY GIRL”
JEAN NELSON
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Shoe Saleswoman 32 years old Raised in struggling home with siblings
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Jean is the oldest of five girls, and is often considered to be the second mom because of her mother always working.
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Jean has always stayed active in her neighborhood that she was raised in because she finds comfort there.
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She works at the local mall while trying put herself through grad school because she wants to better herself.
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She often visits her local stores because she wants to keep money coming into the town.
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Jean is always willing to help in the local neighborhood no matter what the cost and is well known because of the impact it had on her life growing up.
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Jean tries to be a great role model for all of her siblings as well as the local kids because she thinks they can be better that what is around them.
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She was always raised to believe in herself and the neighborhood that she is from because there is always a chance for change.
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“THE DREAMER”
JESUS OBLEA
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Contractor 58 years old Main support of his family
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Jesus has often struggled with finding new opportunities in his neighborhood because he doesn’t speak much English.
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He is well respected by the local community as well as his family because he often has gatherings for all to attend.
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He supports all local businesses and even knows most owners because he spends quite some time purchasing items.
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Jesus doesn’t have that big of concern for what his community is known for because he looks at the bigger picture at all times.
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He often tells his children to be the best of their ability because he wants them to have more opportunities than him as an immigrant.
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He often helps the local community by providing free services for them because he believes in working and coming together.
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Jesus has really been a believer and supporter of his local community throughout the years because the community always considered him an equal and not an outsider.
“THE PREACHER’S SON”
JOHN ARRINGTON, JR.
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Local Activist/Coach 18 years old Raised in the church world
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John is a local community member that has always reached out to help in anyway that he can because he never turns down a hand in need.
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John was raised watching his father bring in opportunities to his neighborhood and give back because they want to see the neighborhood excel.
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He often coaches at the local gym because he wants to help keep the kids off the street and out of trouble.
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John has made a name for himself through the years because of the historic memories of his parents and grandparents.
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John hasn’t been perfect throughout the years but he uses that because he wants to connect with the local youth.
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He doesn’t like seeing so many people struggling because he knows the effects could have on the body and mind when there is no help.
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John wants to see everyone do the very best that they can because he has been determined to help each person one at a time for as long as he can.
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“THE CURIOUS ONE”
SALAM VHORA
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Journalist 25 years old Embracing the world and family
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Salam was raised in a very strict family household because of the strict religion his family practices.
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Salam was always in trouble as a child because he wanted to venture out in the local neighborhood.
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After attending a local summer school program, Salam saw an opportunity to see what other religions and cultures were around him because of the openness of the program.
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Salam discovered his love for seeing change in his local neighborhood and within his family and because of his father’s connections he decided to run for office.
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He wants to see a change in the local stores being closed because he knows that if the businesses are thriving then so is the neighborhood.
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Salam is a local advocate for change and is trying to gain the respect of his community because he wants to show them that they are stronger together.
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Salam has struggled with staying true to his religion because of the beliefs of his family and them wanting to stay secluded.
“THE SUCCESS STORY”
MARIA GONZALEZ
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Book Author 43 years old Made her life her success
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After struggling in a home of 10, Maria has changed her life for the better because she knew there was something more available.
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Maria was always the smartest in all of her classes because she always wanted to learn more.
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She worked her way to a great life in a rich suburb with her own family because she wants better for them.
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Maria often reflects on her childhood with her own children because she wants them to be aware of what its like to come from nothing and to work your way up.
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She is loved in her old community because she often visits the local library to provide new books and also read to the children.
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She has never looked down on her community because she only wants to see how the neighborhood can become so much more for the kids still there.
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Even though Maria has moved her family to her new suburb, she still owns the home that she grew up in because she often visits and rents it out to other struggling families.
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“MR. HIP AND NOT-SO HIP”
JERRY DOSS
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Human Resources Director 36 years old Community local with a straight edge
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Jerry was raised in the local neighborhood but recently moved to a local suburb not too far away because he wanted to stay close by.
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He helps in anyway possible at the local schools in his spare time because he knows what its like to have people help and care.
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Even though he was raised in the neighborhood he doesn’t always fit in while visiting because he the local hardcore members often believe he turned his back on them and frown upon his visits.
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Jerry is not a parent but often works with the students in his school district because he wants to show them that they can make it too.
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He doesn’t think of himself as better, because he still has family in there but does what he can to see the neighborhood grow into its full potential.
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Jerry brings all local celebrities back to neighborhood to share their wealth and stories because they can help build up the local stores and history for the local community.
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Jerry has never really seen hard times because of his upbringing but does know what its like as he saw his friends experience those days.
“THE GRANDMOTHER OF SOUL”
ELLENE BEARD
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Retired Counselor 70 years old Shares wisdom with all that listen
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Ellene has often been considered the mother to all local kids because she has lived and worked in the neighborhood for over 50 years.
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Ellene often returns back to the local schools because she wants to offer her knowledge and time to see the betterment of the local community.
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She has raised her own family in the same neighborhood but still stays in her old home because she wants to stay hip to what is happening around her.
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She has never been one to judge the local community but does share what she has seen over the years because she never wants to forget what the neighborhood has gone through.
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She has helped so many kids see their full potential because she simply want to be there when they have no one else there for them.
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Ellene started off as a teacher and ended up counseling because she saw that students needed more assistance in their home life then learning new things
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She has never felt sorry for herself, neighborhood or students, because she believes that everyone has the potential to be a success story in some capacity. VISUAL STRATEGY GUIDE | 37
competition never hurt Competition for Olde English has definitely changed over the years, so finding a new way to express its power and consistency will be key. No longer a malt liquor but now an empowering brand for all to explore.
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CURRENT COMPETITION: The current competition for Olde English 800 is the different types of beer companies that are selling both malt liquor as well as the new citrus and flavorful beer.
COLT 45
MICKEY’S
LONE STAR
GRAIN BELT
ANGRY ORCHARD
CORONA
A malt liquor brand of beer
A beer that has a cider taste
BUD LIGHT LIME
A split from the regular Bud Light beer but with a lime flavor
A local beer in the southern states that is popular.
A popular beer brand through the US
REDD’S APPLE
A flavorful beer that comes in different flavors
Another brand of malt liquor
A beer brand that was popular at the same time as Olde English
MODELO
A popular beer brand amongst the US and international countries
OLD STYLE
Beer that is popular amongst americans
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ADJACENT COMPETITION: The adjacent competition for Olde English is that of the brands that were popular at the same time of Olde English.
CADILLAC
Popular for its sleek and expensive look for all types of drivers.
JORDANS
SWISHER SWEETS
DKNY
A well known cognac that has branched off to flavorful liquor
Was the spin-off line from Donna Karen, who was looking to design accessibly priced clothing for a younger crowd.
ECKO
GUESS
COOGI
TIMBERLAND
FUBU
A popular shoe brand that is one of the top sellers
What started as just another T-shirt brand became a force that looked to express all five pillars of hip-hop via clothing.
For terrible weather, putting in work, or just looking rugged as hell, this was an work wear brand that was around for a minute. 40 | OLDE ENGLISH 800
Having a pair of jeans with the upside down triangle logo was a must.
For Us By Us, was a conscious brand that attempted to raise awareness of supporting black-owned businesses.
Coogi made dudes want color and vibrancy in their wardrobe.
CALVIN KLEIN
There was no other clothing brand that stirred up as much controversial trouble as Calvin Klein.
ASPIRATIONAL COMPETITION: The aspirational competition for Olde English is that of the brands doing good for the betterment of the everyday people. They are making a name for themselves by empowering those around them to achieve the best.
HABITAT FOR HUMANITY
A nonprofit organization that helps families build and improve places to call home.
GIRLS GOING GLOBAL
100 BLACK MEN OF AMERICA
KUUMBA LYNX
WOMEN IN ENTERTAINMENT NETWORK
OPERATION HOPE
GATES MILLENNIUM SCHOLARS
YOUTH EMPOWERMENT PROJECT
YMCA
Equipping under served girls ages 13-17 to be global citizens by taking them around the world.
A non-profit that creates the blueprint for women of color to spark change, shape history, take what is theirs, and rule like QWEENS.
engages under served young people through community-based education, mentoring and employment readiness programs to help them develop skills.
To improve the quality of life and enhance the educational opportunities of African-American males throughout the Greater Chicago area.
Inside is our award-winning model of community uplift.
Is committed to the lives of youth using urban art and performance to cultivate strong communities built on a foundation of love.
Promote academic excellence and to provide an opportunity for outstanding minority students with significant financial need to reach their highest potential accessibly priced clothing for a younger crowd.
At the Y, strengthening community is our cause.
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SOURCES https://iamdeewallace.com/product/empowerment/ https://www.bareinternational. in/make-money-fun-feel-valued/ young-indian-man-in-city-face-portrait-smile/ http://www.thefirstecho.com/2012/10/cute-white-girlwith-glasses-sells.html https://zx-ventures.com/journal-entries/2016/11/30/ the-benefits-of-bubbles-the-sensory-experience-of-carbonation-jerome-pellaud https://www.nytimes.com/2019/09/23/world/asia/thailand-tigers-zoos.html https://www.nepalitimes.com/banner/ how-many-tigers-in-nepal/ https://vinepair.com/wine-blog/how-to-discover-hiddenwine-gems-at-the-corner-liquor-store/ https://www.worthpoint.com/worthopedia/ oe-800-ball-olde-english-neon-light-290702157 https://www.archdaily.com/803544/ rehovot-community-center-kimmel-eshkolot-architects http://www.whittierneighborhood.org/rental-center/
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Bringing your power from within to help strengthen the lives of those aiming for better for themselves and their community.
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Continue on our journey of a new look on life by reading our Visual Development and Visual Standards Guides for a more detailed look at the new Olde English.
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OLDE ENGLISH 800 VISUAL STRATEGY GUIDE