Cg case study_staropramen_web
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The document discusses the redesign of the Staropramen beer brand in the Czech Republic. It aimed to push boundaries in the conservative Central and Eastern European beer market by cleaning up cluttered labels, updating brand cues, and using consumer insights. The redesign featured a vertical label with the "S" logo prominently displayed as a new brand mark. It moved quality cues from the label to embossments on the bottle to create a bold, distinctive new structure. The resulting total identity refresh successfully navigated category requirements while differentiating the brand, leading to increased sales nationwide.
Cg case study_staropramen_web
- 1. A Czech Icon continues pushing boundaries
- 2. Few categories are as difficult to design for as Beer in Central and Eastern Europe. These very conservative markets demand a relatively strict adherance to established category codes and traditional cues. Nevertheless, the most forward thinking brands push hard against these restrictions in order to differentiate themselves and create shelf impact and buzz in these very, very crowded markets. A demanding category
- 3. The recent re-design of Staropramen represents the latest attempt by Staropramen to move the category forward cleaning up cluttered labels, updating established brand cues, and using consumer insight to build a brand which speaks to the needs of their target audience. A history of pushing the envelope 2011
- 4. Heritage images Badge Physical, tactile, feel Three objectives
- 5. The final identity, as expressed mainly on packaging, uses a number of 2D and 3D enhancements. The use of a vertical label - already a big step pioneered by Staropramen years ago (and copied countless times since), is continued here and made even more powerful by the use of the S as a strong, unique new mark, or badge, for the brand. Whereas the logomark on the old brand was shunted to the side, it now takes center stage. The brand name and mark become true heroes of the brand. Many of the quality cues which before cluttered the design have now been migrated to the bottle itself in a series of embossments and a new structure which is both distinctive and bold. A new icon
- 6. Off the pack, the brand block is now much cleaner and more modern, with stylish and flexible shape device. Indeed this is brand refreshes your sense of what a beer brand should look like! A total identity
- 7. After the development of the basic brand, Cocoon Group also worked to develop a number of additional SKUs (11 in all) and the identity manual for the brand. The new lineup
- 8. The new design of Staropramen successfully navigates the tightrope between category mandatories and envelope pushing. The success of this approach is already evident in increased sales across the nation.