Page 105 - Visual Marketing
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Why It Works According to Correa, the design
just flowed. The design solution
BBC needed a distinctive design required a different approach
that celebrated Colombia. Each with a more contemporary, yet
beer is named after a local classic look.
Colombian neighborhood, and
the names are boldly positioned It’s not just the beer labels— Madrid selected the labels for
on each label. The old Ford everything from the delivery their show of the best design in
delivery truck appears in differ- boxes, to the glasses, to the sig- Spain and Latin America.
ent angles so that each bottle nage support this reinvigorated • A special set of two bottles and
has its own view of the truck. brand. And many of the local a glass were created for the big
“We don’t believe in design- shipments still arrive in an old French supermarket Carrefour,
based solutions. We believe in Ford delivery truck. and it sold out in a few days.
the thinking-based solutions,”
says creative director Lucho Success Metrics Takeaway Tip
Correa of Lip, Ltda. At first
Correa and designer Viviana • Sales have more than doubled You may be able to find the key to your market-
Flórez created some pretty label since the new packaging design ing success with an image that is right under
designs, but Correa admits that was introduced. The regular your nose. Celebrate your connection with your
they were just designs without 4-pack had to be replaced with local market by using images locals will recog-
much soul. They began work- a 6-pack to accommodate the nize, including images from your own business
ing with the old truck images increased beer sales. (such as an image of a distinctive delivery truck
and thought about the posters that you use in the local community).
announcing the wrestling and • BBC packaging won the
bullfighting events that resonate Communication Arts excellence
with the Bogotá urban scene. in design award, and the Ibero
American Design Biannual in
IMAGES ARE EVERYWHERE IN THE PHY SI C A L W O R L D 84
