Castle Lite
Project Brief
Castle Lite wanted to own “cold” in the local beer market, while upping their premium credentials. The cold brand intrinsic needed to be expressed consistently across all consumer experiences, and with dark marketing looming, a strong visual brand salience needed to be created without use of a logo.
Solution
A versatile brand language was created, that allows “cold” to be translated consistently yet flexibly in trade and experiential environments. The use of crispy facets bring ice to life in a way that is fresh, flexible and premium.
Result
In a cluttered market, Castle Lite was firmly established as an iconic South African beer brand with an unmistakable identity, helping the brand become the largest “green glass” premium brand in the market.
Colors
While the green brand colour is only used on the actual product itself, the environments in which the brand lives are made up of an icy cool colour pallette, with the “Extra Cold Blue” indicating cold zones, as it does on the bottle.
Extra Cold Blue
Pantone 300C
Dark Ice
Pantone 7545C
Medium Ice
Pantone 7544C
Ice Grey
Pantone 7543C
Light Ice
Pantone 428C
Credits:
Creative Director: Martinique Wilkinson
Designer / Art Director: William Moore
3D / Industrial Designer: Greg van der Boon
Architects: Shaun Adendorff, Amy Lawrence