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Across a number of disciplines

Branding & Positioning

Branding & Positioning

Content

Content

Web Design

Web Design

Social

Social

Experiential

Experiential

Across a number of clients

BRANDING & POSITIONING

BRANDING & POSITIONING

Understanding a brand’s core values and the audience is essential for any successful marketing and design relationship.

Here at Crab, we begin by evaluating the existing brand proposition. In some cases, if we don’t feel there’s enough depth, we help clients build upon their existing foundation.

ONE OF THE COUNTRY'S OLDEST WINE MERCHANTS.

O.W. LOEB – POSITIONING

O.W. Loeb predominantly sold B2B and wanted to update their branding to achieve their future goal of becoming a direct-to-consumer oriented business.

We began by researching the company in depth and mapping their position against their key competitors to see what space their brand could own.

Radar Chart

This diagram demonstrates the perceived strengths and weaknesses of all the key competitors in the market.

The green shape is where O.W. Loeb was positioned at the time of the assessment.

CONTENT

CONTENT

A brand’s content should emphasise their reason for being in an engaging way.

Establishing insights into the audience including who they are, their wants and needs, interests and pain points, is fundamental to informing creative solutions.

ALPRO #DESKFEST

To help encourage Alpro’s target audience to make simple, plant-based swaps, we leveraged the increasing trend of people having breakfast at their desks and positioned it as something more creative and exciting.

We had a tremendous response, with peoples creations being shared on Twitter and aggregated into the microsite we designed and built.

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DRAMBUIE COCKTAIL SHOTS

New audiences are unsure of what they can do with Drambuie. Whats the best way to drink it? One of the best things to do is add it into cocktails to give them a sweet and herby twist.

In order to showcase the breadth of possibilities available with Drambuie, we produced these lavish and meticulously photographed cocktail images.

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<p>The iconic Rusty Nail. Drambuie’s signature cocktail.</p>

The iconic Rusty Nail. Drambuie’s signature cocktail.

WEB DESIGN

WEB DESIGN

We start with considering user journeys, content availability and then move to wireframes whilst considering technical limitations of the chosen platform. The final step is visual design and output of assets for our, or the clients development team.

USER EXPERIENCE

This is where we form the site’s hierarchy and refine things until we find the best user journeys.

DRAMBUIE DRINKS SECTION

There are lots of ideas at the start of any project. UX helps us scrutinise and resolve which ones would work, and which would fail – so that potentially expensive mistakes are avoided. They usually get pieced together as a mock-up so we can consider how the journey will be used and interacted with.

VISUAL DESIGN

DRAMBUIE DRINKS SECTION

Once all the user key journeys have been addressed it’s time to make the visual language of the site in-line with the brand identity and refine the finer details that the user will interact with.

See it in action
EXPERIENTIAL

EXPERIENTIAL

This is where things get real. When scoped to support a digital strategy experiential activities can provide a rich source content and insights that can drive an impressive amount of organic reach.

'OUT FRINGE, THE FRINGE' A FANTASTIC BRIEF AND AN INCREDIBLE CHALLENGE.

The Drambuie ‘Taste of the Extraordinary’ photo booth and bar, where, in exchange for purchasing a cocktail, Edinburgh Fringe Festival goers could have a surreal photo taken in our automated photo booth and then choose to share it across multiple social feeds, including Drambuie’s.

'OUT FRINGE, THE FRINGE' A FANTASTIC BRIEF AND AN INCREDIBLE CHALLENGE.

Analytics

At Crab we are passionate about data. It forms the basis of our proposals, guides adjustments made mid campaign and is instrumental to our insights and recommendations post campaign.

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Bloggers across Europe producing recipes

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Increase in retail sales

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Hours of engaged consumer interactions

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Over 25M Unique Users

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Followers

Crab

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studio@crabcreative.com +44(0)20 7490 4399