www.vgc.in The client gave us a brief... We re-wrote the brief. Before embarking on the design process, we tried to understand the brand proposition of 'Art of Chilling' in the Indian context. We proposed a re-look at 'Art of Chilling' beyond beach,surf and Bbqs. We wanted the 'Art of Chilling' to encompass a wider universe of chilling, which is more relevant in the Indian market. Our vision was to create a solution that would be holistic and could be easily extended across different platforms and touch-points. From a theme bar to a local wine shop facade, the brand should echo the same language. The Brand should also empower the consumers with web 2.0 tools. It's not only about a 360º communication but it is about having a dialogue with the consumers. www.vgc.in

1. SabMiller | Fosters
www.vgc.in

2. The Brief
To design Fosters Theme bar with Brand
Equity of Relaxation and international.
Brand Positioning Fosters Art of Chilling
FOSTER’S has a culture of relaxation around A relaxed way to enjoy life -
itself, with a calm and dynamic attitude, a Sunday afternoons .. No thing else to worry about ..
humorous and no-worries approach to things. No mood to get up and dress to jive to upbeat music
and spend more energy ... Just the mood to sit back in
Like its own self, FOSTER’S promises to infuse the mellowing sun by a poolside, gorge on some tasty
easy-going, sociable fun into those precious food and chilled FOSTER’S.
moments of relaxation -a way of life that binds
relaxation and enjoyment together, and is very A relaxed way to enjoy sport
different, very classy from the usual. FOSTER’S –the official chiller of the India Australia
Series. At the stadium, teams enthrall fans when
FOSTER’S is positioned in the territory of idyllic chilling with Foster’s.
relaxation, and takes away the consumer from At homes, fans enjoy sport the relaxed way –while
pushy enjoyment activities. It encourages the having Foster’s.
consumers to relax and just be themselves,
while having all the fun. A relaxed way in travel
The FOSTER’S lounge/bar at the airport. Sit back and
FOSTER’S communicates this to the consumer relax with Foster’s after the grueling schedule of
through the creative platform called security checks and baggage hassles. A soothing
‘The Art of Chilling’. ambience with a refreshing drink.

3. The Brand so far...

7. Our Approach
Hold on. Before we start designing the
Lounges. Lets take a step back and look
at what Art of chilling is all about in the
Indian context.
The client gave us a brief. We re-wrote the brief.
Before we embarked on the design Research proofed not even 1% Our vision was to create a solution
process. We tried to understand the of Indian consumers referred to that will be holistic and could be
brand proposition of art of chilling chilling as surfing. Chilling is an easily extended across different
in the Indian context. attitude and a style statement platforms and touch-points. From
which means different things to a theme bar to a local wine shop
We proposed the client to different people. For Tom facade, the brand should echo the
re-look at art of chilling beyond chilling could be reading a book, same language. The Brand should
beach,surf and Bbqs. We wanted For Harry it could be going on also empower the consumers with
art of chilling to encompass a wider a adventurous holiday, For Jack web 2.0 tools. Its not only about 360
universe of chilling, which is more it could sitting on his couch on communication but its about having
relevant in the Indian market. watching tele and drinking beer. a dialogue with the consumers.

8. 1 2 3
Rebrand art of chilling Extend Art of Chilling 360º Dialogue
into Lounges
• Relevant to Indian Market • A three dimensional experience • Social Media Engagement
aligned to the brands positioning
• Beyond Beach ,Surf & BBQs
Text
• Strives to delight the five senses.
• Extending the AOC platform to
marketing communications &
• Encompass wider universe
• A Space design for Fosters to relax, collaterals.
of chilling.
interact and wind-down. • Activation of the brand.
• Leverage the brand using Web.2.0

9. 1 2 3
Rebrand art of chilling Extend Art of Chilling 360º Dialogue
into Lounges
• Relevant to Indian Market • A three dimensional experience • Social Media Engagement
aligned to the brands positioning
• Beyond Beach ,Surf & BBQs
Text
• Strives to delight the five senses.
• Extending the AOC platform to
marketing communications &
• Encompass wider universe
• A Space design for Fosters to relax, collaterals.
of chilling.
interact and wind-down. • Activation of the brand.
• Leverage the brand using Web.2.0

10. 01
Rebrand art of chilling

11. Rebranding
Art of Chilling

12. re-define art of chilling

13. beyond surf and beach

14. Chilling / Relax, Unwind, Take it easy, Be cool, Hang out,
Calm Down, Take a Chill Pill, Chi-lax, Chilaxing, Rest, Cooool!,

15. a cool way of telling someone
you sat around doing nothing

16. just relaxing

17. Chilling is
• Good Friends
• Good Music
• Good Food
• Nice Location
• Lots of alcohol
• Watching Tele

18. Chilling is an
attitude,
a style statement!

19. Meet the “Chillheads”

20. Shady loves taking off on a holiday Howzzat enjoys a game of cricket Hats off is 24/7 awesome!
Zen has mastered the Art of Chilling Clicker Happy captures the Umberella stays chilled out in
perfect moment on camera the sun, rain or sandy beaches

21. Amplifier likes all things loud Glider is a smooth operator Teleman surfs the channels
Eve Spy knows what’s hot Dramarama stays chilled out no Whats up always knows whats
matter what going on

22. Surfer likes going with the flow Idea always has the coolest ideas! Slurrp likes it shaken not stirred
Burp lives to eat and loves to feed

73. log on to
www.aoctv.com
for some serious
forecasting

74. NU
FOOD ME FOOD MENU

75. Fosters Food and Drinks Menu
DRINKS M
ENU DRINKS MENU

79. 1 2 3
Rebrand art of chilling Extend Art of Chilling 360º Dialogue
into Lounges
• Relevant to Indian Market • A three dimensional experience • Social Media Engagement
aligned to the brands positioning
• Beyond Beach ,Surf & BBQs
Text
• Strives to delight the five senses.
• Extending the AOC platform to
marketing communications &
• Encompass wider universe
• A Space design for Fosters to relax, collaterals.
of chilling.
interact and wind-down. • Activation of the brand.
• Leverage the brand using Web.2.0

80. Fosters Lounges

81. branding via environment
• environment branding

82. aligned with the brand’s
positioning
a three-dimensional
experience

83. enforces better brand
awareness and
differentiation
maximum control over the
brand experience

84. encourages traffic : both
walk-ins and repeat
strives to delight the five
senses

85. services
services
services lounge chill pit
bar area
interactive
bar area
chill pit
lounge
interactive
services
services

86. F Avataar booth

89. flange design

97. Customized lounges

114. 1 2 3
Rebrand art of chilling Extend Art of Chilling 360º Dialogue
into Lounges
• Relevant to Indian Market • A three dimensional experience • Social Media Engagement
aligned to the brands positioning
• Beyond Beach ,Surf & BBQs
Text
• Strives to delight the five senses.
• Extending the AOC platform to
marketing communications &
• Encompass wider universe
• A Space design for Fosters to relax, collaterals.
of chilling.
interact and wind-down. • Activation of the brand.
• Leverage the brand using Web.2.0

115. Social media engagement

116. Gift a chill-head

117. Gift a fosters merchandize

118. Beer Rally contest
Kirti just finished sharing 20 Foster’s beers with her friends.
JOIN THE BEER RALLY.
Sharing is caring. Pass 20 Foster’s Beer to your Friends
and redeem this status message in your local shop for a
free Fosters Beer. Save Water , Drink Fosters,
Hurry there are only 20,000 beers left

119. Interview with “Chill Tribes"

120. Thank you!