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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
EXCERCISING OCCASION RITUAL
CROWNING
CAPTURING
PUT YOUR
CROWN ON ICE,
I conceptualised and directed Black Crown’s new look & feel to romanticise the liquid as Liquid Grace, a moment of indulgence for a generation carrying more than it lets on.
I glorified the new African not by telling them who to be, but by showing them themselves.
The crown was always theirs.
We just gave them permission to put it on ice.
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