Cassie ColbyKayla Rodriguez

Re-branding Rolling Rock

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TABLE OF CONTENTS..........................................................................

Client Profile .........................................3

Creative Brief .......................................5

SWOT Analysis ......................................7

Expanded Target Market ...........................8

Mood Board ..........................................11

Competitor Analysis.................................12

Graphic Toolbox .....................................13

Style Guide ...........................................16

Media .................................................17

Print Ad ..............................................18

Conclusion ...........................................19

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CLIENT PROFILE..........................................................................

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ABOUT THE COMPANY

ROLLING ROCK HAS BEEN PROUDLY CELEBRATING INDEPENDENT SPIRITS SINCE 1939. THIS PREMIUM EXTRA PALE LAGER HAS A COMPLEX BLEND OF SIMPLE, TRADITIONAL INGREDIENTS. IN ES-SENCE, ROLLING ROCK ISA UNIQUE PRODUCT.

MISSION, VISION, GOALS

“FROM THE GLASS LINED TANKS OF OLD LATROBE, WE TENDER THIS PREMIUM BEER FOR YOUR ENJOYMENT AS A TRIBUTE TO YOUR GOOD TASTE. IT COMES FROM THE MOUNTAIN SPRINGS TO YOU.”

TARGET AUDIENCE

ALL LEGAL AGED PERSONS (21+) WHO ENJOY A DELICIOUSLY SMOOTH LAGER.

STRENGTHS AND CORE COMPETENCIES

ROLLING ROCK IS AN AFFORDABLE AND QUALITY BEER THAT IS PROUDLY MADE IN THE UNITED STATES BY HARD WORKING AMERICANS.

PRODUCTS/SERVICES

WE SPECIALIZE IN PROVIDING A GREAT ALCOHOL BEVERAGE AND GOOD TIMES.

TONE/CURRENT DESIGN STYLE IMPLEMENTED

THE CURRENT DESIGN OF ROLLING ROCK IS SIMPLE AND TRADI-TIONAL, WHICH STAYS TRUE TO THE TIME IT WAS CREATED.

NICHE

ROLLING ROCK IS APART OF A COMPETITION MARKET.

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CREATIVE BRIEF..........................................................................

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OVERVIEW

ROLLING ROCK WAS CREATED IN 1939 BY THE TITO BROTHERS AT THE ORIGINAL LATROBE BREWERY LOCATED IN WESTERN PENNSYLVANIA. IN MID-2006, THE COMPANYWAS SOLD TO ANHEUSER-BUSCH IN ST. LOUIS, MISSOURI.THE CURRENT LOCATION OF THE BREWERY IS NOW IN NEWJERSEY AS A RESULT OF THE SALE OF THE BRAND.

DESPITE THE SALE OF ROLLING ROCK, THE BREWERS ARE STILL PROUD OF ITS SIMPLE, TRADITIONAL INGREDIENTS, ITS ICONIC GREEN BOTTLES AND ITS HISTORY.

ROLLING ROCK HAS SEEN EVERYTHING “FROM THE BIRTH OF ROCK N’ ROLL TO THE INTERNET TO SOCIAL MEDIA.”

ULTIMATELY, THE COMPANY BELIEVES “THE WORLD DOES NOT NEED ANY MORE BLANDNESS OR CONFORMITY.”

UNIQUE SELLING PROPOSITION [USP]

WE FOCUS ON THE UNIQUE BLEND AND PATRIOTIC ESSENCE OF ROLLING ROCK. FURTHERMORE, WE HAVE PRIDE IN NEVER CHANGING THE INGREDIENTS TO CREATE A LOWER-CALORIE BEER OR A HIGHER ALCOHOLPERCENTAGE BEER.

OBJECTIVE/PURPOSE/GOALS

WE WANT TO PUT A NEW SPIN ON ONE OF AMERICA’S MOSTLY FORGOTTEN QUALITY BEERS. WE ALSO AIM TO POINT PEOPLE TOWARDS NATURAL INGREDIENTS IN A TIME WHEN GENETICALLY MODIFIED FOODS ARE

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TARGET AUDIENCE

WE BELIEVE THAT ALL 21+ YEAR OLD MEN AND WOMEN IN ANY WALK OF LIFE WOULD ENJOY ROLLING ROCK. WE WANT TO APPEAL TO NON-CONFORMIST INDIVIDUALS, YOUNG URBAN PROFESSIONALS, AND FREESPIRITS.

WORDS THAT DESCRIBE THE VISUAL APPEARANCE YOU WANT TO ACHIEVE

- MINIMAL - SLICK - CALM COLORS - PATRIOTIC

CALL TO ACTION

WE WANT YOU TO ALWAYS BUY AND CONSUME OUR DELICIOUS PRODUCT.

CREATIVE BRIEF..........................................................................

SWOT ANALYSIS..........................................................................

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STRENGTHS - TRADITIONAL - BRAND LOYALTY SINCE 1939 - WELL ESTABLISHED AMERICAN COMPANY - AFFORDABILITY - QUALITY PRODUCT

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WEAKNESSES - NOT AVAILABLE EVERYWHERE - SOME CONSUMERS OVER LOOK OUR PRODUCT FOR OTHER HIGHLY ADVERTISED BRANDS (EX. BUD LIGHT, BUDWEISER, COORS LIGHT, PABST).

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OPPORTUNITIES

- SPONSOR EVENT/BANDS - RE-PACKAGING - SEASONAL COLOR OPTIONS

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THREATS

- OTHER BIG BREWING COMPANIES BOTH INTERNATIONAL AND NATIONAL - ANY BEER CHEAPER

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Carlos Jiminez ..........................................................................

EXPANDED TARGET MARKET..........................................................................

AGE/GENDER OCCUPATION 29 Full Time- Retail Manager

LOCATION EDUCATION New York, New York High School Diploma

INCOME LEVEL MARITAL STATUS 30,00- 50,000 In A Relationship

EDUCATION HOBBIES High School Diploma Listening to music, going to bars, going to SOCIAL CLASS Middle CIass concerts.........................................................................

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EXPANDED TARGET MARKET..........................................................................

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.........................................................................Alex and Katherine AGE/GENDER OCCUPATION 22 /Females College Students

LOCATION EDUCATION St. Augustine, FLA College & Graduate

INCOME LEVEL MARITAL STATUS 20,000-40,000 Both In a Relationship

EDUCATION HOBBIES Bachelor’s Degree Going out to bars, hanging with friends and shopping SOCIAL CLASS Upper Middle Class

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EXPANDED TARGET MARKET..........................................................................

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......................................................................... AGE/GENDER OCCUPATION 22 Clothing company owner and designer

LOCATION EDUCATION New York, New York Some College

INCOME LEVEL MARITAL STATUS 60,000-80,000 Single

EDUCATION HOBBIES High School Diploma Designing, going out with friends to bars, concerts, skateboarding SOCIAL CLASS Upper Middle Class

Rembrandt Duran

MOOD BOARDS..........................................................................

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COMPETITOR ANALYSIS..........................................................................

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.........................................................................Current Competitors • Yuengling• Coors Light• Budweiser• Bud Light• Keystone Light• Samuel Adams• Primo

Current Trends• Interactive Campaigns

• Changing packaging to adapt to seasons & sports

• Hosting & Sponsoring Events• Creative Commericals & Ads

Other competitors are using interactive campaigns, changing their packaging in order to adapt to various seasonal designs such as for Fall, Christmas time or Fourth of July. Furthermore, many companies are hosting or sponsoring events such as concerts, festivals, et cetera and advertise constantly during primetime television slots, such as Super Bowl Sunday. At Rolling Rock, we do all of these same things. However, we aim to connect with our customers on a personal level. For example, we host events at privately owned galleries and bars. From the beginning we’ve been offering a unique beer that has been creatively brewed and we intend to continue to use this process for our customers.

GRAPHIC TOOLBOX..........................................................................

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COLOR PALLETESOPTION 1 .............................................................

OPTION 2 .............................................................

OPTION 3 .............................................................

OPTION 4 .............................................................

CMYK: 78,16,100,3RGB: 60,13,70LAB: 56,-42,34

CMYK: 98,75,5,0RGB: 5,84,159LAB: 35,2,-48

CMYK: 78,35,65,2RGB: 68,133,112LAB: 51,-26,4

CMYK: 0,2,0,0RGB: 68,133,112LAB: 98,2,-1

CMYK: 65,0,74,0RGB: 90,189,116LAB: 69,-43,27

CMYK: 64,30,0,0RGB: 89,152,210LAB: 61,-9,-37

CMYK: 80,19,100,6RGB: 53,145,68LAB: 54,-41,32

CMYK: 2,1,11,0RGB: 248,246,228LAB: 97,-2,9

CMYK: 34,28,100,2RGB: 176,163,51LAB: 67,-5,56

CMYK: 78,21,27,0RGB: 28,156,177LAB: 59,-29,-29

CMYK: 79,52,52,29RGB: 56,88,93LAB: 35,-11,-7

CMYK: 18,0,20,0RGB: 209,233,212LAB: 90,-12,7

CMYK: 58,0,41,0 RGB: 103,197,172LAB: 73,-34,3

CMYK: 92,53,43,20RGB: 11,93,111LAB: 36,-18,-18

CMYK: 46,15,91,0RGB: 153,179,75LAB: 69,-21,48

CMYK: 2,0,28,0 RGB: 251,247,198LAB: 97,-5,24

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GRAPHIC TOOLBOX..........................................................................TYPEFACESOPTION 1 .......................

TYPEFACESOPTION 2 ......................

TYPEFACESOPTION 3 ......................

TYPEFACESOPTION 4 ......................

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MENU MENU

MENU MENU

24 oz. Can of Rolling Rock

$1.69 - Using a time-honored recipe with only the finest malted barley and blend of hops, Rolling Rock is classic American lager t hat is well-known for its distinctive, full-bodied taste as it is for its craftsmanship, heritage and painted green bottle.

24 oz. Can of Rolling Rock

$1.69 - Using a time-honored recipe with only the finest malted barley and blend of hops, Rolling Rock is classic American lager t hat is well-known for its distinctive, full-bodied taste as it is for its craftsmanship, heritage and painted green bottle.

Apogee Plain - 80PT

24 oz. Can of Rolling Rock

$1.69 - Using a time-honored recipe with only the finest malted barley and blend of hops, Rolling Rock is classic American lager t hat is well-known for its distinctive, full-bodied taste as it is for its craftsmanship, heritage and painted green bottle.

24 oz. Can of Rolling Rock

$1.69 - Using a time-honored recipe with only the finest malted barley and blend of hops, Rolling Rock is classic American lager t hat is well-known for its distinctive, full-bodied taste as it is for its craftsmanship, heritage and painted green bottle.

Steiner Regular - 80PT

GRAPHIC TOOLBOX..........................................................................

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LOGO CONCEPTS

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STYLE GUIDE..........................................................................

Existence (Light)ABCDEFGHIFJKLMNOPQRSTUVWXYZ

abcdefghifjklmnopqrstuvwxyz0123456789

Existence (Light)ABCDEFGHIFJKLMNOPQRSTUVWXYZabcdefghifjklmnopqrstuvwxyz

0123456789

Steiner RegularABCDEFGHIFJKLMNOPQRSTUVWXYZ

abcdefghifjklmnopqrstuvwxyz0123456789

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CMYK: 78,16,100,3RGB: 60,13,70LAB: 56,-42,34

CMYK: 98,75,5,0RGB: 5,84,159LAB: 35,2,-48

CMYK: 2,1,11,0RGB: 248,246,228LAB: 97,-2,9

CMYK: 79,52,52,29RGB: 56,88,93LAB: 35,-11,-7

MEDIA..........................................................................

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PRINT AD..........................................................................

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CONCLUSION..........................................................................Rolling Rock’s “white pony” green bottles have been around since the end of prohibition in the late 1930s. The company has been celebrating independent spirits since selling its first batch in 1939.

While re-branding Rolling Rock, we have decided that it’s important to both the company and it’s consumers to keep similar colors and the idea of the horse. Ultimately, we used symbols to recreate the senti-ment of the “white pony” through a horseshoe with the lucky number 33.

We wanted to revitalize the infamous logo of Rolling Rock without completely changing the old school feeling of the company. Additional-ly, we used clean typefaces, cool colors and a simple two-symbol logo to spruce up the overall appearance.