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THE CROWN WASN'T BROKEN. IT WAS WAITING.
Waiting to become more than a product.
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THE CROWN WASN'T THE PROBLEM.
HAD A
PROPOSITION
IT ALREADY
HAD A
PRODUCT
IT ALREADY
IT ALREADY
HAD A
POINT OF VIEW
WAS PURPOSEFUL RESONANCE.
WHAT IT NEEDED
So I went looking for the feeling underneath the crown.
HOW SHOULD BLACK CROWN LOOK?
I HAD STOP ASKING
HOW SHOULD BLACK CROWN FEEL?
AND STARTED ASKING
LIQUID
PRESENTING
I needed the liquid itself to carry a meaning that could pull the entire brand toward “Put Your Crown On Ice.
GRACE.
The new essence of the Crown.
SIMPLY BECAUSE
REGALIA
DOESN'T HAVE TO SHOUT
I looked beyond traditional ideas of royalty and into contemporary expressions of status.
MONDAYS
PRODUCT INTRINSICS
THEN I GAVE THE CROWN A RHYTHM.
WEDNESDAYS
PAYING HOMAGE TO CULTURE
THURSDAYS
PAYING HOMAGE TO CULTURE
GRANTING
SIMPLY BECAUSE
REGALIA
DOESN'T HAVE TO SHOUT
I looked beyond traditional ideas of royalty and into contemporary expressions of status.
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