We were tasked with reappraising Thailand’s first locally produced cider to make it more appealing to its core target – young aspirational Thai males. Starting with the brand’s strategy, we repositioned Moose as ‘The Bold One’ – reflective of the brand’s raison d'être – ‘Having the freedom to think and behave differently’ – a bold (dare we say Fearless) stance for a brand operating in a ‘relatively strict’ society.
Moose
It took some guts and a hefty dose of creative thinking to launch a new brand – in a fledgling category – for the Red Bull family in Thailand.
A Moose with Machismo
The packaging evolved, seeing the brand icon redrawn to appear much more masculine, then we gave Moose legs by devising a Visual Identity System (VIS) focussing on the idea of ‘fusion’, inspired by the melting pot of cultures and fashions influencing youth culture in Thailand.
Rocktura
A big part of any VIS is typography, so we fused Moose’s two fonts together (Rockwell and Futura) creating Rocktura – a unique, highly distinctive standalone equity and visual shortcut to the brand. To the typeface we added a custom pattern, comprised of a dozen or so global cultural references – all fused together.
The MixMash
Our next job was to raise awareness of the brand. The challenge? Thailand has a blanket ban on alcohol advertising! So we set about creating an immersive brand experience, slap bang in Bangkok’s trendy Pathum Wan district…
Taxi Studio & Moose Cider
Creating an immersive brand experience for Moose
Moose Wallpaper
The icing on the cake was when key influencer magazine Wallpaper Thailand got in on the act – resulting in over 80,000 impressions beyond The MixMash within two weeks of the Festival itself. So in summary – Bangkok was rocked … and left hungry and thirsty for more.