Hanuman Beverages needed to define the brand personality of their new SKU, Hanuman Black, a unique product on the market, as being a “black lager” and not a stout beer.
Ruler Jester vs Jester Ruler
Close to the Nespresso brand, the black beer is a variation of the existing lager. The lager is based on the Jester archetype with a hint of Ruler.
For the black I went full Ruler, keeping in mind that our product communication should be close to Nespresso, showing that men of experience choose the Black, a way to influence the new generation to get higher standards, and keep a hint of Jester to make the communication unforgettable
Which is the opposite of the lager, which is a kind of trendy product that the youth will make discover to the older generation.
PROJECT INFO:
Category : Branding – Brand Strategy
Date : 2022
Client : Hanuman Beverages
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