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C3B PRESS RELEASES
C3 Brandworks Breaks New Ground for Silver Joe’s® Coffee Company
First Notable Change in Coffee Containers in 100 years.
FORT SMITH, ARKANSAS (January 15, 2007) — A newly patented, teardrop-shaped coffee container C3 Brandworks recently developed for Silver Joe’s Coffee Company is creating quite a stir in the package design and coffee industries while garnering numerous awards and accolades, according to Cameron Clement, C3B’s Creative Brand Director and container designer.
“The can is such a departure from the typical round metal coffee can of the past 100 years,” Clement stated. “Its unique shape, satin-silver-finish, and multi-level embossed tin has been causing a lot of hot talk.”
As the container approached its market availability, it started gaining recognition and winning awards within both the coffee and packaging industries, and was featured in several trade publications as being unique and noteworthy. Brand Packaging magazine featured the can in its “What’s Hot” section (October ’07) and Packaging Digest ran an editorial feature on the unusual entry into the coffee arena. Specialty Coffee also featured the tin in an article on “Thinking Outside the Box,” noting how the distinctive can design makes such a conversation piece that it will certainly be reused and not become ordinary landfill clutter (a “green” bonus for C3B since it is passionate about environmental concerns).
Enercon, the company responsible for the heat-sealing portion of the asymmetrical shape awarded the container their “Innovation of the Year” honor. This award was presented in Las Vegas at the 2007 PackExpo. The container also earned this same recognition in Germany at the K' Packaging Expo in Dusseldorf, Germany.
Clement said they realized they had something special on their hands when they introduced the prototypes in early ’07. “We had a feeling that we might generate excitement, but after the first few showings, and initial reactions, we realized it may well exceed our expectations,” Clement said. “During the initial design phase, a prototype was tested among several focus groups and 99% of those tested stated they would buy the product at least once just to own the can.”
When asked to explain the idea behind the can, Clement said that since Silver Joe’s Coffee produces a premium 100% Arabica bean coffee uniquely geared toward the outdoor adventure market as the official coffee of Airstream TM trailers, the challenge was to develop something that would create impact and immediately define its position in the industry as a select brand for select buyers. C3B developed a tin that is innovative, adventurous, and compelling to the consumer.
“This is an exciting start to a market introduction,” stated Clement, who pursued the design development for nearly three years before seeing the concept become a reality.
The specialty can has also proven to be a success for Silver Joe’s Coffee Company, with the company receiving a record number of pre-orders before it was even filled with coffee.
“Prototypes delivered to retailers for the holidays were requested by, and sold to customers, regardless of the fact that they were just for display and contained no coffee,” said Terry Smith, president of Silver Joe’s.
“We needed something that would set us apart and get us noticed in an already extremely saturated market,” acknowledged Smith. “This package creates the expectation for excellence that was exactly what we were looking for.”
C3 Brandworks is a creative-driven studio that provides results-oriented, brand-centric marketing solutions to clients in the local, regional, and national marketplace.
For more information and an exclusive presentation of C3 Brandworks’ capabilities, please contact President & Brand Communications Director, Cameron Clement.
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Cameron Clement Creating His Own Unique “Brand” of Excellence
National Brand Director Launches Brand-Centric Firm in Fort Smith, AR
FORT SMITH, ARKANSAS (Dec. 18, 2007) — After spending many years as a brand developer and creative director in large agencies working on prominent national accounts, Cameron Clement is announcing the launch of his brand-centric communications firm, Cameron Clement Creative Brandworks, Inc. (C3 Brandworks).
According to Clement, C3 Brandworks is a creative-driven branding studio that puts over 40 years’ of combined staff experience in branding, product development, advertising, marketing, and graphic design to work for its clients. The firm will specialize in brand development, brand strategy, and brand marketing, as well as advertising and marketing services.
And when it comes to big brand experience, there are few people who can name drop like Cameron Clement.
Procter & Gamble? Yup. Wal-Mart? Uh-huh. Airstream, Microsoft, Pepsi, Brunswick, Pringles, Folgers, Coca-Cola. All yes…and that’s just the tip of the iceberg.
“Our passion is to positively impact your products’ perception in the marketplace through the way your brand is communicated,” said Clement, company president and brand/development creative director. “Many people view a brand as a logo, but a logo is simply the cue that the brand experience will be remembered by,” he explained.
“Our mission at C3 Brandworks is to give your brand message strength and clarity by first, helping you define that voice, and second, letting it be heard by cutting through all the clutter,” Clement explained. “After all, it’s your ‘brand voice’ that sets you apart from your competitors.”
In order to show how their strategic branding principles can be effective in any field, C3 Brandworks plans to build its client base upon variety. “We’ve partnered with clients in many different industries - from food product to economic development,” Clement said, “but all will have one thing in common - a need for consistent and clear communication.”
“While this might be considered challenging for some, we enjoy the diversity. It is a revolution from the old-school ad agency way of thinking.”
As a powerhouse branding expert, Cameron Clement brings his extensive national background and record of success in the national marketplace to each and every project and campaign the team takes on.
“Our strength in providing effective, holistic brand-centric strategies gives us a competitive advantage,” said Kelly Kastel, C3B’s account manager, who brings over five years of account management expertise to the team. “We become fully integrated with our clients to obtain comprehensive knowledge of their market in order to develop effective solutions that give them a voice in their marketplace.”
Jennifer Clement, multi award-winning graphic designer and brand strategist, also brings her talent and energy - as well as 20 years of experience - to the groups dynamic. “We provide long-lasting, strategic solutions upon which our clients can build. We don’t just throw things on the wall and see if they stick…our recommendations are based on solid strategic and branding principles,” Jennifer Clement emphasized. “In the end, the work we do for our clients will add value to their brands, their shareholders, and their company.”
C3 Brandworks is a creative-driven studio that provides results-oriented, brand-centric marketing solutions to clients in the local, regional, and national marketplace.
For more information and an exclusive presentation of C3 Brandworks’ capabilities, please contact President & Brand Communications Director, Cameron Clement.
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