Dim Summer takes its inspiration from the music festival scene which is a big part of an English summer and promotional collateral was designed around this theme. The menu has been enhanced to reflect the new promotion with an ‘east meets west’ style of BBQ burgers added to the more typical Asian delicacies. Gin will also be mixed up with tea infusions for a range of summer cocktails.
Fabricio Aguilar, Marketing Executive, Ping Pong said, “We love being able to make the Ping Pong brand react to seasons and events in a cool way yet still be part of our overall identity. Using Caulder Moore as our on-going design partner means they understand our history, but can shape our future campaigns too.”
The vibrant design uses abstract florals to evoke the images and colours of summer with a palate of vivid blues and greens with a faded retro style tint. A range of promotional materials support the new initiatives covering menus, aprons, posters, window dressing, wrist bands, branded Polaroids and a new drinks rewards card in the style of a festival ticket. The design is in keeping with the master brand, but gives Ping Pong a seasonal look and feel.
Caulder Moore worked with Ping Pong to create a new brand identity, positioning and architecture, and now produces on-going promotions including the recent 10 year anniversary marketing collateral.
Charlotte Colbert, Associate Brand Director, Caulder Moore added, “Having worked on the master brand identity it is great to be able develop seasonal campaigns that tie in but also have their own distinctive flavour and style.”