Being an established brand with 19 years of experience, Loco Entertainment Group needed a strong brand identity and brand look&feel to justify its leader position in the market, not only in terms of the visual identity but in terms of the packaging design of LOCO branded products as well.

The first step of the project was a detailed competitor analysis, including their brand and product look and feel, social media coverage, product line up, pricing and many other details both in terms of brand and product. Together with the wide scope benchmark analysis done covering both local and global cocktail and alcoholic beverages market, brand equity and point of differences are identified for both LOCO brand and Loco Entertainment master brand. In line with the objectives given in the brief and competitor & benchmark analysis done, creative approaches are identified for LOCO.

Having been positioned LOCO cocktail mixes in Artisanal Craftsmanship area, packaging design is created via leveraging artisanal category codes, such as using different handwritten typographies, red quality stamp and the security seal. Artisanal Craftsmanship is also underlined in the product name as Artisanal Cocktail Mixes. Leveraging colors and numbers enabled the brand to highlight its colorful world and referred to LOCO's core strength, being the expert in entertainment business.

Meanwhile, a new brand architecture is worked for LOCO Entertainment group and its sub brands to highlight its wide scope of service and create a mega brand structure. The ongoing inconsistancy in terms of visual identities is solved via redesigning them in a revolutionary way, to make them all serve to the LOCO mega brand. Brand universe and associated branded applications are created as the next step around the newly developed visual identity and LOCO packaging design, to secure the consistent flexibility in terms of customer experience across all communication platforms.