Oude Meester was a tired, old man's brandy. They needed to appeal to a cooler, younger market. With this in mind, we created an advertising campaign that drew inspiration from the old master, Benjamin Franklin - the face on the bottle.

We used a modern master, Jamie Foxx, acknowledging his brilliance. The advertising worked brilliantly, however Oude Meester then needed a way to inspire all the people who work on the brand - design, online, sales etc. - to do equally excellent work in their fields.

With this in mind, we were briefed on a style guide with a difference.

Benjamin Franklin was famous for many things. However, his first and true love was printing.We used this fact to create an old-fashioned printer's tray for the style guide to live in. Each section of the style guide was assigned to a letter, which was then created out of wood and metal - as it was done in Franklin's day. However, each letter had a book containing the relevant section hidden beneath the metal.Complete with lead letters and ink, people could actually use the guide to print and discover more about the brand.

The overall tone of Oude Meester has changed drastically. Far from whence it came, it is now considered an up and coming brand in South Africa - with hundreds of Twitter mentions, and sales actually turning from a falling percentage to a growing market.