The agency’s task was to create for the 30-year-old establish brand a new label design appealing to both modern younger audience and the current consumers.
CARTILS is one of very few brand and design agencies that, being originally Dutch, has become a strong name with a global outreach. We’ve talked with Gaston van de Laar about his work experience with CARTILS, about art of pitching, collaboration with Grolsch, Baltika and the trends which shape the beer branding nowadays.
The article is written by Gaston van de Laar, Client Services Director at CARTILS
At CARTILS we have gained experience creating brands and brand designs. Over the years, we have observed that the most difficult part of our job is to truly create unique brand personalities: design that embraces their very own DNA and endure a life time.
With this year’s Olympic Games in London and European Soccer Championship in Poland and Ukraine, it is likely that many brands will try to use these events to reinforce their engagement with consumers. Among other things, we could expect the introduction of several limited editions. In particular, Coca-Cola has got a long track record when it comes to linking to the biggest sport events on earth. Some of these limited editions will be a huge success, while others – like Coca Cola’s ‘polar bear cans’ last winter – turned out as failures.