Cheers Drap

Corporate branding, naming, concept and design for products and collections, art direction, editorial design

On this occasion, we went back and collaborated with MY DRAP in order to reupdate the corporate branding, reorder its portfolio and create a new range of products for one of the company brands, Cubidrap.

Cubidrap are cloths for ice buckets made from 100% cotton and characterised by their functionality and hygiene. They are washable and fit perfectly around the bottles, facilitating the service of professional sommeliers.

We undertook the branding redesign (including naming & identity) with an emotional approach, focusing on the user experience rather than on the characteristics and functionalities of the product itself.

We therefore referred to the moment and action of toasting, i.e. using the recognisable word cheers! This concept would also allow us to expand the use of the cloth to the entire beverage sector, and thus liberate it from its strictly professional niche. The naming Cheers Drap and its communication claim – a toast for the best moments – reinforces this concept.

After reordering and segmenting the brand’s portfolio, we subsequently created a range of products with new designs and plain colours, tailored for the settings and occasions in which they can be used and enjoyed. Finally, we implemented the new branding, its creative concept and the freshly designed products onto a new corporate brochure.