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  • Jupiler Eurocup 2016

    Type of work: Packaging and POS material
    Date: January 2015 - present (including packaging and POS adaptation for Eastern Europe)
    Client: ABI Belgium
    Markets: Belgium

     

    With the imminent kick off of the UEFA European football championship, K had no time to waste in getting the promotional packaging and POS materials ready for Jupiler. We had just two months to create a highly visible presence for the brand everywhere in Belgium, and abroad by extension, through the use of Jupiler branded items in other geographies by consumers on the move.

    Based on the existing global design, we created this limited edition design with a sense of urgency, putting a maximum of resources, extra hours and additional staff behind the project. The task was made somewhat more complex due to the fact that the composition of the team was in constant flux, with players sidelined by injuries or eliminated at short notice. These changes meant we had to wait until nearly the last minute to know exactly which players would be included in the promotion and to receive the photos.

    Next came a major photo-retouching phase during which we evened out the inconsistencies of the photos, since they had been taken at different times under different conditions, lighting and atmospheres. Further retouching work was carried out to make the photos printable on all the materials, with our knowledge of the printing techniques and their limitations on the cans. Details such as hair, skin colour, shadow and light, the folds in the players’ jerseys were a big challenge requiring specific expertise to ensure a high-quality, printable result. Over the course of the project, the planned design also changed several times before we settled on the final head-to-chest portrait accompanied by the player’s signature.

    Based on the existing global design, we created this limited edition design with a sense of urgency, putting a maximum of resources, extra hours and additional staff behind the project. The task was made somewhat more complex due to the fact that the composition of the team was in constant flux, with players sidelined by injuries or eliminated at short notice. These changes meant we had to wait until nearly the last minute to know exactly which players would be included in the promotion and to receive the photos.