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.
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.
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.
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.
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…
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.