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Mountain newsletter | October 2012
October and full of energy!
Enjoy, see further and deliver more.
The developments in the field of private labels are fascinating. We like to help retailers realise their ambitions for all categories that do not clash with those of our FMCG clients, C1000 for example. From brand strategy to actual packaging design. In a typical retail way. Close to the client and store, providing a good balance between vision, action and reality. We proudly present the design of two categories.
If you want quality, you should go for Van Dobben. And Mountain of course. To strengthen the leadership position of Van Dobben in the premium croquette category, we have gone back to the brand's soul and origin. To subsequently accentuate this in a powerful yet simple way in the brand style and packaging design. With a strong shelf visibility and high hand value.
Not that many people know it, but Ferrero (also known from e.g. Nutella, Mon Chéri, Kinder and Tic Tac) has always been a pioneer in the field of corporate social responsibility. Ferrero's wish to make its activities more tangible was mostly inspired by the public opinion. The time was right to create a visual and verbal style, a style that gives the company the recognition it deserves and that touches both heart and brain in the right place. Life is a Treat!
Karvan Cévitam syrup is the category leader. A drink fit for anyone, anytime, anyplace. It offers the consumer freedom with respect to use, quantity and choice of various flavours and that's what makes the brand optimistic and spontaneous. We created a design that feels free and creative. This dissolvable syrup changes into a cheerful and natural foliage, in which various shapes like to move around freely.
Fresh Forward is a consultancy agency for innovative marketing and strategic innovation. Fresh Forward manages to incorporate reason and emotion in its work in a refreshing way. The current website, however, no longer reflected Fresh Forward's DNA. That is why Mountain was asked to develop a website concept that really appeals to everyone's imagination.
Jupiler is the iconic beer brand for real men in the Benelux. But even real men often want to enjoy a refreshing drink without the alcohol. Jupiler Force was born! An innovation in the category, because it is a naturally brewed soft drink. Designed and shaped by Mountain, with a strong emphasis on the codes of soft drinks, without losing track of Jupiler's roots.
Andy has been a household name in cleaning for generations. Andy is not only a powerful cleansing product, it is also known for its lovely fragrances and user friendliness. In order for Andy to remain the reference product in the category, Mountain has made Andy's character more tangible and improved its shelf navigation and impact!
Our colleagues in Prague, Moscow and Bucharest also love beer. They take a great deal of pride in the many Central and East Eu- ropean beer brands they have helped to design and evolve. They have created a special website to share some of their favourites and some of our knowledge of the region and the category.
Have a look at http://azbeer.cg-eu.com for some fresh inspiration.
Years of creative experience, working alongside great clients, has proven that "thinking before doing" actually adds value to the end result. To help you develop new corporate and packaging designs, we have created this handbook, which will contribute to your brand, product and/or service values.
With so many ambitious competitors, the brand is directly determined by its success to convey the brand message. Therefore, we developed a tool that helps to build a stronger design during development. We call this tool the 'ID Calculator', because it generates direct results. When dealing with product or service brands, evaluating your identity is not always that straightforward and often requires subjective judgement. The calculator provides the structure for the evaluation, discussion, and creation of a successful identity, which is a delicate process after all. Be fearless. Experiment. Have fun. Then turn your ideas into best practices.
If you want to have a copy, just send an email to rik@mountain.nl.
Einstein already knew it at the beginning of the previous century: 'Logic will get you from A to B. Imagination will take you everywhere.' It is often such a pity that you can only see the finished product and not the creative process. That is why Mountain will allow you a glimpse into the kitchen of some finished projects: The Mountain Creative Sketchbook.
If you want to have a copy, just send an email to rik@mountain.nl.
We are happy to welcome great new clients. We are working now on great branding and design projects for, among other companies, Interpolis, GranFood and Royaan. The results of this new coopera- tions will be already partly visible in the shop, the shelf or online.
Also our existing clients have contacted us again for great new projects. Thank you C1000, Heinz, FrieslandCampina, Akzo Nobel, Royal Wessanen, Unilever, Ab InBev, Van Lanschot, Agio Cigars, Westland Kaas and Maxeda DIY. It's a pleasure to work with you again!
In June, we published our first magazine. This magazine was well received by our customers, prospects, colleagues, agencies and suppliers. Most of them liked the warm and human feeling. And that was exactly our intention!
Mountain has once again managed to strengthen its forces. This time with a (real) dog. Her name: Manou. Like a true office manager, she welcomes you, gives us attention and asks questions. Who let's the dog out?
Great branding is based on know how to look and act from a different view. Together with an other agency we discovered a great insight in the global market of sports. And we are now converting this opportunity into a strong proposition. More to come in 2013
Live is not always about work, work and work. Sometimes you need to relax with you colleagues. So we did. On a nice sunny summerday on the beach. BBQ, beer, wine, music and sand between our feets. Live is hard...
Look beyond the obvious
Clearly understanding the goal. Isolating the problem. Knowing which information is (not) available. Understanding the journey. Refreshing your view. Building teams. Sharing ideas. Looking past the most obvious solutions.
Unlock new opportunities
Having a much better understanding of what drives the consumer. Knowing the strengths and weaknesses of the competition. Tapping into the soul of the brand. Unlocking its potential. Good, better, best. Focus on portfolio, brand, identity, design, communication. Making ideas tangible.
Break new ground
Developing strategic and tactical options. Which journey is feasible? Pointing out impact and consequences. Sharpen portfolio and brand(s). Optimising visual and verbal identity. Setting out design and communication platforms. Making tools.
Make it happen
Seduce your target groups. Communicate the advantage in a reliable way. Convince. Provide the tools. Help with the execution of brand manifestations. Keep your finger on the pulse and your hands on the wheel (where needed). Enjoy.
THE HAGUE
Scheveningseweg 42, 2517 KV the Hague, the Netherlands
P.O. Box 10667,
2501 HR the Hague, the Netherlands
T. +31 (0)70 302 20 80, F. +31 (0)70 302 20 89
PRAGUE
U Pruhonu 13, Prague 7 - Holesovice, Czech Republic
T. +420 224815985, F. +420 224 814 934
BUCHAREST
Str. Emanoil Proumbaru, no 43, sector 1, Bucharest, Romania
+40 723 366 630
MOSCOW
Uspensky per 3, Building 4, Moscow 127006, Russia
+7 (495) 781 82 32