Communication is a key element in marketing, and this is true also for the draught world.
A sophisticated and effective design is an important element in the positioning strategy of any brand. ADS2 Brands, a Celli Group company specializing in the design of customized towers, merchandising and branding solutions, is deeply aware of this.
Purchasing decisions are mainly driven by what the consumer sees and the emotions stimulated, especially when choosing among various brands. The task of ADS2 is creating customized towers which speak to consumers, influence their perception, define the brand granting a competitive edge.
Given the results, this task is performed in an excellent way: recently the Tennents’ tower created by ADS2 was awarded a prize at the Stars Awards in Scotland in the Design category.
The design process pursued by ADS2 helps to identify and reach the most important steps in the process.
The process starts with the steps of exploration and discovery, possibly the most important in any project, where the creative and technical briefing is defined with the customer. Understanding is essential for the success of a project: each designer must understand the company’s underlying requirements and be able to propose sound solutions to improve it. Pure design is the next step, requiring a method and the synergic cooperation of different roles, also very technical, to guarantee the correct focus: it is necessary to strike a balance between creativity, technical aspects, procurement, assembly and operational phase.
Lastly, the secret to the success of a customized tower is keeping a close relationship with the customer’s team, involving it deeply, becoming its extension, providing the information and skills lacking internally