Cobranding – one story from three angles

Cafeterias and quick service restaurants are quite popular around hospitals for the quick refueling of doctors, nurses, patients and visitors. Likewise, I visited the ‘Red Fox’  cafeteria near Metropolitan hospital in Faliro to have a coffee. Together with my cappuccino, I was offered a 500ml bottle of water to accompany my beverage. The label immediately attracted my attention as the branding of the Red Fox cafeteria was prominent, with the logo of Nera Kritis (the producer) clearly playing a secondary role. Before jumping into conclusions, let’s examine this practice taking a separate look from 3 different angles:

NeraKritis

Continue reading “Cobranding – one story from three angles”

Cobranding – one story from three angles

Humbleness and knowledge

Citra IPA Septem

Few weeks ago I got Citra India Pale Ale from Septem microbrewery as a treat from a special friend, Amalia. I have to admit, it immediately but subtly grabbed my attention because of its warm, earthy colors and its retro design codes. Beer communication on pack mainly plays with heritage, with medals of distinctions, with bold recognizable names and fancy tag lines such as “probably the best beer in the world”. Howeve,r this beer was not as loud as its relatives and had something humble. Continue reading “Humbleness and knowledge”

Humbleness and knowledge