Following the successful revitalisation program of Rani brand in 2010, ILUO - design entity - is now signing another prestigious branding program for a key brand owned by AUJAN : BARBICAN.
Considered as one of the most renowned brand in flavoured malt drinks across the region, it has proved enormously successful with younger generation embracing changes in trends, imagery and consumption habits.
ILUO is a French design company based in the UAE working with well known brands in the Middle East : « The UAE is a birthplace of Arabic branding, witnessing consumer branding in the making and touching about 8,62 millions of consumers everyday like mirrors in which they see them self, reflecting their taste, their life-style and their unique culture. This phenomenon is relatively new and very exiting for ILUO to take part in the creation of a unique Arabic visual language. We believe that globalisation does not necessary mean standardisation, especially for FMCG products which are vehicles that unite and reveal the personality of the consumers. ILUO is internationally minded and MENA is its focus. Our 'design entity' business model is relevant for our clients needs because it is flexible and puts together the right team at the right moment with the maximum added value. » says Chris BRUN the CEO of ILUO.
The design exercise required a true brand relaunch, addressing both physical and visual aspects of the brand, with affordable premiumness as the overall proposition. Every element of the product dressing has been carefully considered, challenged and addressed in terms of design. The material used had been changed, the colors optimised, the printing technique fine-tuned to create a unique and relevant brand proposition. With 99% of the population being under 64 years old, the branding industry has become a key element to stand out ones brand. This has been achieved through ILUO's design coordination, branding experience and concern for production technics.
About the contract with Aujan :
In a highly competitive environment Barbican was loosing appeal and gradually risking to endorse a bland generic image.
ILUO drew a stylish bottle, more stable, with slender neck and muscular shoulders, enhanced by in-hand embellishment of raised glass featuring the word PREMIUM crowned by the Aujan crest.
The choice of clear label (PSL -pressure sensitive label-) is qualitative and dictated by the will to let the unique metallic blue BARBICAN word mark stand-out as a silk-screened sign, underlined by shiny silver and supported by the lion symbol, etched on glass.
The result is a brand identity with a distinctive personality, delivering pride and assertiveness, brand values that talk to the growing youth market. Aujan's brands are present in over 70 countries around the world, with the recent US$1 billion partnership agreement with the Coca-Cola Company, Aujan is now poised for accelerated growth across the Middle East and internationally.
-Ends-
About ILUO:
Born in Paris, ILUO is an independent design entity, dedicated to the region, producing the best in branding and nurturing the rise of Arabic identity through leading brands.
Now established in the UAE with local team, ILUO is fully operational to service a fast growing blue chip clients list. With over 150 design specialists in the field of strategy, creation and production, ILUO builds ad hoc design teams on a project to project basis.
Find out more on : www.iluo.co
© Press Release 2012
