Douwe Egberts: MONA LISA BRAND IDENTITY

Credits & Description:

Category: Non-Alcoholic Drinks

Advertiser: SARA LEE

Product/Service: COFFEE & TEA

Agency: TEAM CREATIF

Date of First Appearance: Jan 15 2010 12:00AM

Entrant Company: TEAM CREATIF, Paris, FRANCE

Chief Executive Officer: Sylvia Vitale Rotta (Team Créatif)

International Production Director: Sherry Baudry (Team Créatif)

International Client Director: Kathy Averty (Team Créatif)

Senior Account Manager: Aurélie Torres (Team Créatif)

Account Manager: Aurélie Dahan (Team Créatif)

Junior Account Manager: Fanny Sardeluc (Team Créatif)

Artistic Director: Christophe Leguillon (Team Créatif)

Junior Designer: Laurianne Birre (Team Créatif)

Designer: Anne Coulange (Team Créatif)

Artistic Director: Claire Cherruault (Team Créatif)

Artistic Director: Paolo Avale (Team Créatif)

Production Manager: Clement Barret (Team Créatif)

High Resolution Manager: Thierry Pailler (Team Créatif)

Inter Marketing Manager Global Brand: Caroline Firket (Sara Lee)

Vice President Equity: Myriam Dahan (Sara Lee)

Vice President Global Brand - Single, Equity & Innovation: Patricia Hartley (Sara Lee)

Project Manager: Arjan Gerritsen (Sara Lee)

Media placement: Range Packaging - Supermaket - 15/1/2010



Describe the challenges and key objectives

•Improve Aroma Lady brand values: Superior Quality/Coffee Passion & Pleasure/Enjoyment.
•Highlight brand values: Heritage, Authenticity
•Strenghten shelf impact: Varieties and premiumness differentiation for both Mainstream and Premium products positioning.
•Enhance Subbrands positioning among branded competitors.
•Use international synergies adapted to coutries market needs.
•Synergise all AL coffee packaging across the different ranges as one family in order to achieve a more single minded brand perception and improve brand recognition impact on shelf.



Describe the brief from the client

•Reassess the brand architecture strategy and design order to reinforce Brand equity.
•Upgrade the Branding and maintain family feel. Develop brand identity and visual properties guidelines and implementation rules.



Describe how you arrived at the final design

•Strengthening Aroma Lady as a long term evolutionary process.
•Simplify the current AL identity.
•Revitalise and Modernise the coffee expertise / passion / tradition and innovative image of Douwe Egberts and this at a world wild level.



Give some indication of how successful the outcome was in the market

Too early