STEFAN OLIVIER

KWV 3 Brand Repositioning
& Engagement Platform

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The Brief

Successfully reposition KWV 3 year old Brandy from an older european audience to a new younger emerging african audience living in the greater Johannesburg area. Leveraging the master brand postitioning of Proud Pioneers.

 
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To make the shift we must find common ground between brand and consumer then alter the brand and product experience accordingly.

 
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Persona

Young African Males 23-30

Lives in Johannesburg

Urbanized, Young & Educated

City offers Challenges + Oppotunities + Entertainment

Knows whiskey but not brandy

Brand & Media Literate

Funky and Creative

Interests

My City is my Playground

Socialising Digitaly & IRL

Creativity & Culture

Cool Products

Style & Fashion

Special Events & Parties

Active: Skateboarding & Dancing

Music

 

Finding Common Ground

 

The city offers challenges and inspirations alike. It offers you the opportunity to learn and develop, to become street smart. A proving ground and cultural melting pot all in one. It serves to inspire. Draw from it's sights, sounds, flavours and experiences. Remix them as you create something new and carve out your place in the concrete jungle of johannesburg and rise as a young pioneer.

 
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Engagement Platform

REMIX
CREATE SOMETHING NEW

An engagement platfrom showcasing how Young Pioneers, who are making a name for themselves, remix inspirations to create something new and fresh. By enabling remix collaborations amongst existing Young Pioneers we can inspire consumers via interactive workshops and brand experiences, producing exciting content. Uplifting consumers as Young Pioneers and thus becoming brand loyalists.

 
 
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But we need to look
the part too

Establishing the remix identity

 
 

Research & Moodboard Inspiration

 
 
 

IDENTITY DESIGN PROCESS

 
 
 
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THE PHOTOGRAPHY &
OUR YOUNG PIONEERS

ALL PHOTOGRAPHY SHOT BY CHRIS SAUNDERS & STEFAN OLIVIER


 

STUDIO SHOTS

 
 
 
 
 
 
 

STREET SHOTS

 
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IDENTITY ANIMATION

 
 
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BRAND & CONSUMER
VALUE EXCHANGE


 

HOW THE R3MIX
PLATFORM WORKS


 
 
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1. Content Portal
& Social Media

FULLY RESPONSIVE WEB PORTAL

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SOCIAL MEDIA: FACEBOOK


 
 
 

CONTENT PIECE


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2. Workshops
& Tastings

R3MIX YOUR OWN JACKET & KWV 3


 
 
 
 
 
 
 
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Credits

Client:
Agency:
Strategy:
Creative Director:
Branding & Design:
Photogrpahy:
Webdesign & UI/UX
Copywriter:
Videographer:
Animator:

KWV Brandy
Gloo CPT
Stefan Olivier / Theo Eramus
Stefan Olivier
Stefan Olivier
Stefan Olivier / Chris Saunders
Ally Behr
Candice Ghignone
Stephan Hambsch
Brendan Cahill

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