Title | TEERENPELI BEERS |
Brand | TEERENPELI |
Product/Service | BEER |
Category |
D02. DRINKS |
Entrant Company
|
KUUDES KERROS Helsinki, FINLAND
|
Advertising Agency
|
KUUDES KERROS Helsinki, FINLAND
|
Credits
Tomi Teckenberg |
Kuudes Kerros |
Design Lead |
Johannes Hirvonsalo |
Kuudes Kerros |
Account Director |
Vesa Viljakainen |
Kuudes Kerros |
Designer |
Tony Eräpuro |
Kuudes Kerros |
Designer |
Taru Moilanen |
Kuudes Kerros |
Illustrator |
Mikko Mäkinen |
Kuudes Kerros |
Copywriter |
Jari Danielsson |
Kuudes Kerros |
Strategy Director |
Jari Mämmi |
Teerenpeli Panimo/Tislaamo |
Marketing Manager |
Anssi Pyysing |
Teerenpeli Panimo/Tislaamo |
Managing Director |
Marianne Pyysing |
Teerenpeli Panimo/Tislaamo |
Development Director |
Brief Explanation
The biggest problem was that our design had to be accepted by both beer enthusiasts and consumers who never had a bottle of high quality special beer. Another challenge we faced was that every variant had to be clearly distinctive with its own character, but together they need to form a powerful facade on the shelf.
The Brief
Teerenpeli beer wanted to find its way from restaurants to consumer stores. We were given a task to redefine and reposition the brand, and to communicate it with new cohesive packaging design.
How the final design was conceived
As a result of an extensive market and consumer research, we found out that people come to Teerenpeli restaurants because they want enjoy a good company, not to show off with their beer snobbery. We created a brand concept that lets customers focus on those enjoyable moments with simple yet high quality beer. We wanted to make the communication so simple, that it is easy for even a newbie to buy a bottle of Teerenpeli beer.
Every bottle has now a personalized, unique character with a funny name and a hat. Easy to choose and easy to talk about.
Indication of how successful the outcome was in the market
The ergonomic functionality of the bottle is naturally very good. More importantly, the package now communicates Teerenpeli brand as it should be.