Update the Falcon design, with accompanying sub-brands and line extensions, to deliver best in class shelf impact and brand recognition while driving core brand attributes with the target group, resulting in increased sales value and volume.Develop a corresponding visual identity platform enabling great looking POS and merchandise, conveying core brand attributes with high impact.

We researched the target group thoroughly, identifying what their image of Falcon really was, despite the confusing image communicated during the past several years. Early on we realized that the key attributes that carried the brand’s image were not used in earlier design executions. The focus should be on the Falcon: the shield, blue colour, gold and red.The key brand equity was analysed, defined and re-defined together with the client.

The final solution was fine-tuned after several consumer tests, where it was very clear that we had found the essence of the brand in the design.

The negative sales have turned around and an increase of 25% has been seen at Systembolaget in Sweden, the only chain of stores allowed to sell stronger alcoholic beverages.