building on strong foundations - Streamline DUBAI

A fresh and innovative perspective for the new Fosters beer font

The brand

At ADS2 and Angram we specialise in bespoke design, delivering innovative and iconic products that help beverage and beer brands to raise their profile, enhance perception and influence choice. Our experienced and creative design and development team works to bring existing ideas to reality, or can create original designs to an open brief or a defined specification.
Whatever any brand needs, over 40 years of service excellence and long term client satisfaction shows that we deliver more than expected, on time and on budget.

Among the world's leading brewers, the ADS2 Group is perhaps best known for delivering bespoke fonts, taps and points of sale for beer brands. We offer a complete product design and development service in-house, from engineering design definition all the way through to final production.

Brands often need something new and unique that sets them apart from the crowd, and if that something doesn't already exist the ADS2 team will design, engineer, prototype and manufacture a bespoke solution. Our experience extends to all areas of dispense lighting systems and custom marketing materials, which can be seen in recent projects completed for other beer brands – Beck's, Heineken, Somersby, Tuborg and more.

Fosters International developed an in font cooling system called streamline.
This heat exchange coil fitted inside typical large Australian font propositions. This heat exchange unit was the foundation for the development of a new bespoke beer font proposition for Dubai and the Middle East markets.

The concept

ADS2 design, develop and deliver better brand experiences, helping brands raising awareness, developing and creating difference. This philosophy is reflected in our products and in the experience and know-how that comes from being the world's longest established manufacturer of beer towers.

After working closely with the customer's brands and technical team, we started following the Project Path, which ensures key development milestones are identified and achieved. This begins with Insight and Discovery; probably the most important stage within any project, where we define the creative and technical brief with the customer.

The creative process manifests in different ways and on different timelines for each person. Anyone who is able to unlock their creative potential goes through a similar process to bring an idea to life. The creative process is the evolution of an idea into its final form through a progression of thoughts and actions. The creative process involves critical thinking and problem-solving skills.
As part of the creative exercise ADS2 had to work to establish a design language for the Fosters' brand a language that reflected Australian heritage. Working with the International Brand team and in partnership with the local markets the design language established was surprising, a very literal embodiment of Australian heritage.

With the boomerang as the foundation of the design language the design study could start. The key constraints were – the size of the Streamline unit, and the volumes the order initially was for 50 units.


For ADS2 the development of the part weas exciting and a great opportunity to do something different. Exploiting robust supply chain partnerships and vertical integrated thinking ADS2 were able to craft a ceramic font that not only housed the Streamline unit it also provided the key Fosters branding in an illuminated format.

ADS2 delivered an iconic piece of design developed to build on existing technology, delivering internationally the new Fosters beer font proposition into emerging markets.


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