- Piton Brand
Heineken was 'The beer of St. Lucia' and WLBL's premium beer product.
Price point and International image suggested that the Brewery should introduce an 'indigenous' brand, to allow Heineken to move to its brand defined segment. Piton Beer was introduced to the market, but faltered at consumer confidence and mixed response to quality.
PresentImage was asked to redevelop the ailing brand.
A combination of livery redesign and a change of message became a winning combination.
The livery, coupled with a taste change won a gold award at an international beer ceremony.
This gave us the opportunity to publish an advertisement thanking the St. Lucian public for their support in making Piton Beer 'The Beer of St. Lucia'. The public instantly embraced the brand as their national beer.
PresentImage developed many successful liveries for the Piton Brand.We introduced seasonal labelling for St. Lucia Carnival, while creating a culture and 'history' for the brand.
The 'race track' motif, central brand, Pitons above and cool running stream below, are the components which undoubtedly kept the brand integrity and allowed for many variations.
PresentImage ensured that Piton Beer became indelibly stamped on its home market,
with consistent promotional initiatives, bold packaging, signage and point-of-sale material.
Due to the global corporate decision to remove Heineken Malta and the need for an indigenous replacement for 'Green Sands' Shandy, we seized upon the opportunity to initiate, design and develop line extensions to the Piton Brand.
This resulted in the creation of high profile Malta and Shandy products, which were embraced both locally and sub regionally.
Other targeted short term products such as Piton Light, designed for the hotel/ tourist market and Piton 2000 developed as a dark beer, to celebrate the millennium, maintained the image of versatility and award winning quality, which the Piton brand expressed.
Throughout our seven year relationship with WLBL, we developed the Brewery's unique identity through logos, annual reports, corporate advertising and through Winleebrew Magazine,
a bi-annual publication reviewing internal company achievements throughout the Windward Islands and Barbados.