The product was a vastly improved and welcoming interior. The updated look kept tradition in mind while applying modern touches to some key elements and touch points of the brand.
In line with the FIFA™ sponsorship rules, Switch created a sub-brand that focused on gathering support for African countries participating in the World Cup. 'Africa United' created a huge following that provided a platform for the Brand to engage with the consumers and for consumers to engage with the Brand.
A cutting edge augmented reality experience was developed that communicated both the plight of the world’s fish resources, and that the best investment strategies are those that are achieved through sustainability and through the long term.
Our solution was to focus on the Brand’s humble beginnings in the townships and to integrate specific design icons from Portuguese territories around the world. Icons from as far afield as Luanda, Rio, Maputo and Goa were chosen to create a vibrant and eclectic design style, true to its product offering and Brand philosophy.
Switch created an Above-the-Line print campaign that communicated the fact that Chaos offers a wide variety of quality computer products that are backed by expert shop assistants, just like the sweet shops of yesteryear that offered every sweet under the sun and had the knowledgeable shopkeeper to match.
A typical French-styled café identity and visual style was developed. This was
extrapolated and applied to invitations, signage, uniforms, and both print and
chalkboard menus.
The café lifestyle was our inspiration for Café Royale. While South American passion is responsible for the ‘flair’ associated with tequila, the Italian coffee culture has created a sophisticated lifestyle around coffee-drinking – think fashion, style and romance. We espoused Café Royale to this desirable way of life, and made the brand synonymous with it.
Switch delivered a new positioning and Brand strategy for Ajax Cape Town that allowed for significant extension of the Brand into a range of sub-identities, each with a specific focus. The most exciting was the development and design of the 'Urban Warrior' sub-brand that extended from apparel design to the application of interior graphics in their new retail store.
In defining the AEL Brand, Switch identified ‘meticulous care’ as the brand essence for AEL. Extrapolating from the Brand essence and the core competency, AEL’s vision has been defined as 'unearthing wealth' by meticulously providing the mining industry with carefully controlled energy.
