Kronenbourg (Carlsberg Group)
Point of purchase display
Kronenbourg Brewery is a brewery founded in 1664 by Geronimus Hatt in Strasbourg as the Hatt Brewery. The name comes from the area where the brewery relocated in 1850. The company is owned by the Carlsberg Group. Kronenbourg 1664 prefers quality to quantity. That is why Kronenbourg 1664 is proud to defend the French lifestyle,where sincere relationships, and genuine top quality products are more important than anything else.
Kronenbourg, now being the beer sponsor for all Art Gallery of Ontario and Royal Ontario Museum's events, asked us to improve its brand visibility. Kronenbourg’s cultural positioning and brand strategy is elegant and low key: we had to come up with an original idea, visible without being ostentatious, and something that fused commerce with art.
After a number of concepts were bounced around from traditional to totally out there, we arrived at the French flag concept. A nod to the brands’ French heritage, yet broken up into 3 monolithic pop art sculptures that, minus the company’s logo, could be “mistaken” for an exhibit.
To ensure the sculptures didn't turn out looking like traditional light boxes with metal siding, we got renowned acrylic artist Kal Mansur to construct them. Sheets of cool, long lasting, and durable LED lights were used instead of neon bulbs to deal with the issue of cartage and overheating.