Posts Tagged ‘Steven Noble’

SKYY SPIRITS BRINGS AWARD-WINNING ESPOLON™ TEQUILA BACK TO U.S. FANS POPSOP.COM

Thursday, August 19th, 2010

Iconic Tequila Brand Returns with Same Great Liquid Presented in Updated Packaging with Imagery that Celebrates
“Real Mexico”

espolon_tequila_new1

SAN FRANCISCO (May 3, 2010) – Espolón™, the super-premium tequila that evokes the storied culture of “real Mexico,” is returning to the U.S. market. Skyy Spirits, the U.S.-based wholly owned subsidiary of Gruppo Campari and the definitive marketer and distributor of super-premium and luxury spirits brands in North America, is proud to bring this 100-percent Weber Blue Agave tequila brand north of the border again with a new look, yet with the same award-winning liquid.

Espolón was originally introduced in the United States in 2000, garnering praise from Tequila experts and winning a Double Gold Medal at the San Francisco World Spirits Competition as well as a Platinum Rating by the Beverage Testing Institute. Gruppo Campari, who in 2009 bought the Espolón brand along with the San Nicolas Distillery where it is made, is reintroducing the brand following a three year hiatus in the US.

While Espolón’s liquid remains the same, the packaging and look/feel of the brand have been redesigned and repositioned, with a focus on trumpeting life in real Mexico. The new decorative label on each Espolón bottle illustrated by Steven Noble pays tribute to the Mexican artists who inspired the world with true portrayals of the country’s rich history and complex everyday life. Striking, stark block print artwork features the characters of Guadalupe, Rosarita and the proud rooster, Ramón, reliving Mexico’s rich cultural stories.

The Espolón Blanco label, entitled “Independencia,” illustrates Guadalupe and Rosarita joining Father Miguel Hidalgo’s valiant campaign for Mexican independence from Spain. The Espolón Reposado label tells the story of “recuerdo” (“remembrance”), in which Guadalupe and Rosarita grace the markets of Mexico City, the new metropolis built on the fallen Aztec capital. Here, the couple schemes to infuse elements of Aztec culture into every market to ensure the remembrance of that great society. The labels serve to provide history and offer insight into the rich and fascinating stories of real Mexico.

OLD SPICE FRESH COLLECTION / PROCTER & GAMBLE / LANDOR ASSOCIATES Cincinnati, USA

Friday, August 6th, 2010

Brief Explanation:
We were challenged to design a new, intriguing deodorant package that upset the consumer perceptions that all Old Spice scents smelled the same and that Old Spice scents were old and musky. The proposition had to be relevant to young people within Old Spice’s key markets of North America, Latin America, and Eastern Europe.

“Procter & Gamble’s Old Spice brand was plagued by negative consumer perceptions that all the scents smelled the same, old and musky. Working as a part of a cross-functional project team, Landor Associates Cincinnati along with Steven Noble’s illustrations were able to deliver packaging that clearly communicated a range of unique fresh fragrance experiences from Old Spice.”

old_spice_deodearants

Describe the brief from the client:
Old Spice first hit shelves in 1937 and quickly became a top selling shave soap and aftershave. In the 1990’s, P&G purchased the brand and relaunched it as a male high performing deodorant. While the deodorant was offered in various scents, the early technology forced them all to have similar base note characteristics. By the mid 2000’s, Old Spice had lost its positive scent equity to the Axe brand, and was losing relevancy among young men, an important consumer target. We were asked to reinvigorate the brands fragrance heritage by developing packaging for a new line of four unique experiential deodorants based on the concept, ‘Scents inspired by the freshest places on earth.’

Description of how you arrived at the final design:
Following qualitative research, full colour imagery was identified as the best way to bring to life destination-themed fragrances. Steven Noble’s classic hand etched style of illustration common to 19th century nature books was leveraged to communicate Old Spice’s 70+ years of heritage. Delightful surprises, including sharks and bears were added to each illustration, enhancing the consumer’s emotional connection with the fragrance as well as updating the traditional illustration style. Red, traditionally the brands dominant colour, was used sparingly after it was identified as a signal of heavy, musky scents.

Indication of how successful the outcome was in the market:
Early sales results indicate that the initiative is expected to exceed expectations

View packaging: http://www.thedieline.com/process/CreateJournalEntryComment?moduleId=7391668&entryId=8303229

AdPulp: Sell! Sell! in London is helping Fentimans, the independent Hexham-based soft drinks company, tug Coca-Cola’s long white beard this Christmas.

Monday, August 2nd, 2010

fentiman_s-fighting-santas

Created by Sell! Sell!, the ad depicts an old-fashioned illustration created by Steven Noble of a Fentimans Santa wearing the colours of Curiosity Cola and workman’s boots standing victorious over a chubby Father Christmas lying prostrate and dressed in his customary red outfit much championed and featured by Coca Cola.

Vic Polkinghorne, creative director of Sell! Sell!, commented “Fentimans make great soft drinks but they’re in a market that’s dominated by big brands and heavy spenders. To make their budgets work as hard as possible they need something cheeky or provocative to help them cut through the blizzard of Christmassy nonsense that’s spewed forth at this time of year”.

Brand New: A Clawed, Orange Crustacean is Worth a Thousand Words

Monday, August 2nd, 2010

Remember the mid- to late-1990s? When everyone and their mother came up with a .com and an idea of delivering the wackiest products or services through the magic of the Internet and the funding of bottomless venture capitalists? For example, you know, lobsters. Lobsters. By Internet. Delivered by FedEx. Makes perfect sense. Started in 1995 by Providence, Rhode Island entrepreneur Andrew Rock, Lobster.com has been delivering fresh lobsters — only the freshest and Maine Certified — for more than a decade. Being early adopters, means that they got a fantastic URL and they recently put that to good use with an identity redesign by fellow Providence business, Nail.

lobster-logo
In a bold move, the logo doesn’t spell out the word “Lobster,” and instead it simply shows you one, an immediately identifiable lobster that works as a very charming rebus and turns a URL that could look like one of those generic catch-all web sites full of ads into a kind of leader URL. Nail hired illustrator Steven Noble to create the custom woodcut illustration of a Maine lobster and then added a slightly distressed, serif “.com” creating an amusing fusion of vintage illustration and contemporary technology. I don’t normally think of the Internet as a place where I would get my lobsters, not that I buy lobster ever, but now I know where to get some shipped right to my house after I’m done posting to Brand New.

Cracker Barrel National Addy Award 2010

Friday, July 9th, 2010

National ADDY. Country Style. Buntin Group Wins 2010 Campaign Illustration Award for Cracker Barrel Creative

cracker-barrel-biscuits

Nashville, Tenn. (June 28, 2010) – For the fourth consecutive year The Buntin Group has been recognized with an American Advertising Federation (AAF) National ADDY Award. The 2010 award, for Campaign Illustration, was earned by the Nashville, Tenn.-based agency for its work on Cracker Barrel Old Country Store’s visual branding materials using illustrations created by known illustrator Steven Noble from San Francisco.

The “Timeless Country Values” illustrations – some of which can be seen here – were used across multiple Cracker Barrel campaign components including out-of-home, in-store, promotional and direct mail.

“Cracker Barrel is one of the most carefully nurtured and managed brands in the U.S. today, if not globally,” notes Buntin Group President and CEO Jeffrey Buntin, Jr. “It has been, and continues to be, a great privilege to grow this iconic ‘Old Country Store’ brand through a well-planned American Values positioning.”

Buntin’s relationship with Cracker Barrel began over two decades ago, when the brand operated just 17 fuel stops in eastern Tennessee. Today, the company operates nearly 600 Old Country Stores in 46 states and has been voted “Best Family Dining” for 19 consecutive years by Restaurants & Institutions magazine.

The National ADDYs were presented earlier this month in Orlando, Fla., in conjunction with the AAF National Conference. More than 1,500 entries were judged with about 250 awards given.