The brief to The Brand Union, who was tasked with the designing of a new trophy for the tournament, was to develop a visual language for Carling Black Label that would support the brand's new brand positioning and advertising campaign. Working closely with Ogilvy, the team created a visual language that speaks to the idea that 'Champion Men Deserve Champion Beer'.
The first design element launched from this project was the new Carling Black Label Trophy. The new trophy is a fitting prize for the competition and becomes the brand icon that visually cues the achievements of 'Champions'.
During the design process, The Brand Union ensured that the trophy reflected the Carling Black Label brand in every element and from every angle.
The inspiration for the handle design came from the silver and red lines found on every Carling Black Label pack. Starting at the base, the lines are interpreted as four separate bands, which sweep upwards and unify at the top to create a celebratory spiral. This symbolises team effort and the strength in unity required to succeed, while the upwards-spiraling motion echoes the effort and aspirations of the players who participate in the tournament.
The silhouette of the trophy mirrors, and is inspired by, the silhouette of the Carling Draught glass which subtly references the brand while creating an elegant main body for the trophy. The main body is plated in 22ct gold, which echoes the colour of the beer and symbolises the ultimate reward for achievement. The base is a large square stained wood item, which is proportioned to show strength, stability and integrity.
The Brand Union's Carling Black Label Cup trophy design represents a balance between everything the fans expect of the soccer teams and everything consumers expect from Carling Black Label. It was manufactured by David Bolam Jewellers, and is a celebration of the achievement of the man and the achievement of the beer. It acknowledges that Champion Men Deserve Champion Beer in the same way that a champion team deserves a champion trophy.