"PIWA REGIONALNE" ADVERTISING CAMPAIGN

The aim of the campaign was to create a distinctive image for the "PIWA REGIONALNE" store and company, and to highlight the store's wide offer of more than 300 unique varieties of beer.

THE TASK:

• creating a new brand intended for franchising,
• creating a distinctive image for the "PIWA REGIONALNE" store and company,
• improving brand recognition among the residents of Olsztyn,
• highlighting the store's wide offer of more than 300 unique varieties of beer.

DESIGN CONCEPT AND EXECUTION:

• With the aim of creating a new brand, we decided to build the image of a beer store completely different from the competition. When designing the company's visual identity, we drew creatively on retro and art nouveau styling, combining elements characteristic of these styles with a collage of photographs and hand drawings. As the leading motif of the store's image we proposed a gramophone (the gramophone horn appears in the horizontal version of the logo, and a gramophone is part of the shop window display). The second distinctive motif was a photograph of a woman from the beginning of the 20th century. Instead of the original mirror, we put a bottle of beer in her hand. Its purpose was, first, to catch the attention of men with its unconventional, old-fashioned look and, second, to appeal to women, who as a rule are ignored in advertising as potential beer consumers. We also produced a series of hand drawings of plant motifs and art nouveau frames, which were used among other things in the graphic design of the shop window and the information plates.

INFORMATION CAMPAIGN AND VISUAL IDENTITY OF THE STORE:

• we designed and produced the store signage, the shop window wrapping, the illuminated ceiling panel and the bow flags standing in front of the store. We also took part in designing the interior of the premises,
• we produced posters, which were displayed on advertising columns and in buses (autobox),
• we produced leaflets based on the layout we had created, presenting the store's offer,
• we suggested that the company get involved in mass events and concerts. We designed banners and bow flags that were displayed at events sponsored by the company (among others in the Old Town at the Czesław Niemen Amphitheatre, in music clubs and at the store's premises),
• we prepared the wrapping of the company car and suggested parking it at busy points around the city in order to build brand recognition,
• we created a website presenting the store's offer. We kept the whole thing in retro styling and added interactive elements and Flash animation. We positioned the site thanks to a Google AdWords campaign,
• the store also promotes itself on specialist forums bringing together beer professionals and enthusiasts, for example browar.biz. A company profile on Facebook was created as well.

PROMOTIONAL PRODUCTS:

• double-sided pocket calendars,
• fabric beer bags with compartments, in 6-bottle and 9-bottle versions (with special compartments protecting the contents),
• bookmarks.
• SUMMARY:
• the unconventional graphic design allowed the company to stand out from the competition,
• the "PIWA REGIONALNE" brand became recognisable in Olsztyn, and the logo and name are well identified,
• potential customers received a clear message that PIWA REGIONALNE is not just another alcohol store, but a place where you can buy more than 300 varieties of exceptional beers from breweries all over the world. Whether you are a connoisseur or only an occasional beer drinker, this place is worth finding out about,
• the store's website generates an average of nearly 2,000 visits per month - thanks to organic positioning and a Google AdWords campaign.