PROOST69
- Identity, Strategy & Packaging
As Creative Director at Madmen Marketing, I led the launch of the Proost69 brand. I developed its strategic positioning, visual identity, and product packaging. Working with the product and marketing teams, we created brand guidelines covering color schemes, typography, logo placements, and standards for digital and print media.
Proost targets a youthful, vibrant demographic that sees beer as central to social gatherings. These beer enthusiasts, often overwhelmed by choices and easily influenced, seek a go-to beverage that fits their social circle's preferences.
Logo Evolution
We upgraded the existing logo to create a modern design that reflects the brand's nature and new objectives, ensuring it looks good on any medium.
Brand Guidelines
A comprehensive set of guidelines were created to define and outline rules with regards to Color, Typography, Logo Lockups, Composition, web and print layouts.
A Call to Action
For optimal positioning, the brand speaks the language of its target audience. Proost69 breaks the mold by using humor and a playful tone in its communications.
Catering to a market ready for highly sensualized content, the brand uses innuendos, wordplay, and double entendres in all communications.
The Packaging
Proost69's core line-up focuses on aroma-driven, complex, flavorful, sessionish beers. The taste of optimism and flavorful spirit is rooted in their products DNA.
A Product System
Following established guidelines, we needed to develop packaging for their new lager beer variant.T hey required a comprehensive packaging system that would also support future product extensions and establish a uniform identity across their products.
Universal Label
​
A universal label cannot stand without color differentiation. During the first stage we selected multiple colors that best reflect the nature of different variations of beer.
​
A modular label system was profuced that is bright and counterbalanced with strict typography and classical black and white text block. Antithesis of backlight and readable message let us to get identity of each variant in the range while at the same time reinforcing recognition of the brand.
A minimal approach was decided upon as with the rest of Proost69's communication. A balancing act of negative space and one tone was aimed for that made the packaging stand out; ensuring high shelf visibility.
Animation Style
​
The project entailed development of an animation style. A dynamic and enerfetic motion aesthetic was establishe to be used across mediums,
Animation Style
​
As part of the identity exercise; we were required to develop a unique animation style that reflects the ideals of the brand, A fresh and dynamic motion style was achieved and later adapted across various meduims.
Digital / Print Ads
