May 09

Numbers that count

Posted by Wallentin in Uncategorized

One way of developing a new brand is to choose a number, be it a year, just a figure or a number with a special signification.

As I live in Europe, I have selected some local brands, but I suppose there are similar ones in Asia, as well as in the Americas.

I’d like to start with what I believe is the most well known one, the Kronenbourg 1664. This is the preferred beer brand in France and 1664, first used as a number alone since 1988, obviously dates back to the year Kronenbourg was founded as a brewery. In fact, Kronenbourg 1664 was created in 1952 in honour of the crowning of Queen Elizabeth II, therefore its ‘royal dressing’.

There are many stories about this brand as, for instance, the breakfast in Bruxelles shared by François Mitterand, Jacques Chirac, Helmut Kohl and Tony Blair when François Mitterand asked his neighbours which was, for them, the turning point in history, whereupon Jacques Chirac was quick to answer 1664, Kronenbourg! Eric Cantona was one of the many VIPs who promoted this brand.

6ème SENS

Also a French brand from the Gérard Bertrand winery in the South of France, more precisely the Pays d’Oc. Under this brand, you’ll find white wines like  Sauvignon, Chardonnay, Viognier, Grenache and reds like Syrah, Merlot, Cabernet Sauvignon, Grenache, as well as rosé wines.

A great, unique storytelling design that is, as any good design: unforgettable. Not to forget either the yearly Jazz Festival at L’Hospitalet, where Norah Jones will be the star artist this year. Didn’t somebody once say that great wines and jazz go hand in hand?

414

… which stands for the tax roll number of the Scansano region and which has become one of Italy’s much appreciated wines from the Tuscany region, even if still in the shadow of Chianti, Montalcino or Montepulciano. Morellino is the local name for the popular sangiovese grape.

Le 1921

Another French brand from Ortolan, promoting the Franche-Comté region was one of the first brands in the new popular trend to ‘buy local’. It celebrates the memory of its origin year 1921 and their slogan reads “L’amour du fromage depuis 1921”.

No 1 to No 6

The brand John & John is German and designed in Hamburg by Peter Schmidt. It highlights the six numbers which makes the design more unique and has a greater impact than the John & John brand. It follows my advice that an icon (in this case No 4) is stronger than a brand logotype. As the crisps market is a typical impulse buy category, the DESIGN will always play a big role.
LW/May 2017

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