The Ask (SCAD and MELT)
IHG is launching a new brand of midscale hotels to reach the modern traveler. avid hotels are changing the hotel industry as we know it. IHG CEO, Elie Maalouf, described avid as “championing the everyday traveler at an everyday price.” The first hotel is opening in Oklahoma City in Fall 2018, and other locations will follow around the country in 2019. The brand wants to create national awareness surrounding the launch of the hotels. This includes a 360 campaign and an experiential activation. They need to choose two events in spring 2019 relevant to the target audience to launch the experiential activation.
CANCONA
beer concepting
& design
To create a beer series that today’s young audience would appreciate.
It ought to incorporate a story.
Additionally designing the packaging, a video and a tattoo that the T.A could potentially get.
THE ASK
Cancona was started with the idea of resonating with the youth and urban population of India. Cancona was launched in 2013 as an alternative to international brews at much lower prices. The owner is a Captain in the Merchant Navy who spent over 35 years traveling around the globe with a passion for beer, visiting distilleries. Cancona gets its name from a city in Goa, India called Canacona.
Cancona is based on a concept called ‘Susegad’ which is associated with the Indian state of Goa. It is derived from the Portuguese word ‘Sossegado’ which means to have a laid back and relaxed attitude towards life. (Susegad exists in the city of Goa even today!)
Cancona is brewed with pristine water from the Himalayas.
THE STORY
European inspired Wheat Beer that is low on bitterness. (ABV 6.5%)
American inspired Lager that is crisp and has a rich color. (ABV 7%)
Indian inspired IPA that has a less smokey flavor and is a much paler beer as the barely is roasted for a lesser duration compared to other IPA’s. It has a hint of Indian spices such as clove and cinnamon. (ABV 5.5%)
Fitness and diet inspired Ale that is a low calorie beer. It is a quick refreshment that goes well with any meal and has less than 90 calories. (ABV 4%)
Flavors
Typefaces Used
Labels
In 2013, a retired captain from the Merchant Navy, opened a brewery to bring to India the beers from around the world. Cancona embodies the Goan idea of 'Susegad'-Relax, Rejuvenate, Repeat. It is the choice of the Global Indian. This wheat beer is low on bitterness.
In 2013, a retired captain from the Merchant Navy, opened a brewery to bring to India the beers from around the world. Cancona embodies the Goan idea of 'Susegad'-Relax, Rejuvenate, Repeat. It is the choice of the Global Indian. This is a traditional crisp lager, with a rich color.
In 2013, a retired captain from the Merchant Navy, opened a brewery to bring to India the beers from around the world. Cancona embodies the Goan idea of 'Susegad'-Relax, Rejuvenate, Repeat. It is the choice of the Global Indian. This IPA has a less smokey flavor than regular IPA's.
In 2013, a retired captain from the Merchant Navy, opened a brewery to bring to India the beers from around the world. Cancona embodies the Goan idea of 'Susegad'-Relax, Rejuvenate, Repeat. It is the choice of the Global Indian. This is a quick refreshment that pairs well with any meal and has lesser calories than a soda.
Cancona on Display:
Packaging
Cancona on Youtube
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