||A02. Rebrand / Refresh of an existing Brand|
|Product/Service||PRIMATOR BEERS |
PRIMATOR BREWERY Nachod, CZECH REPUBLIC
LITTLE GRETA Prague, CZECH REPUBLIC
Apart from the emphasis on unifying visual appearances across 15 different labels, and stressing out the 'craft’ element in approach to brewing (something preached by many but practised by few!), the client's brief was very open. Very little was set in stone — but guidance was equally scarce. Given Primator's broad portfolio and the fact it serves a large and heterogeneous audience of beer drinkers both in the Czech Rep. and abroad, the design needed to be universal, modern and work globally.
Describe the creative idea (40% of vote)
The agency decided to abandon the clichés — Art Nouveau ribbons, heraldry, gold, crimson and green colours, Schwabacher font etc. They are overused and not communicating the needed ‘craft’. The agency put emphasis on simplifying the logo and marrying the analogue world, represented by a series of fine pencil-drawn motifs and lettering, and digital world, represented by simple shapes and clean spaces filled with an unorthodox colour-coded palette distinguishing the 15 beers.
Describe the execution (40% of vote)
Contrary to common practices, the agency gave more prominence to the beer type rather than the brewery's logo. This further added to the product's recognisability. The simply designed motifs on the labels and the characteristic drawings separated beers into three groups, making it even more simple to find one’s preferred beer (or taste other beers from the same category — traditional, speciality and top). A special, heavier-weight stock redolent of handmade paper was used in print.
List the results (20% of vote)
Given the brewery's global reach it was vital to work on the design with a global perspective in mind. ‘Craft’ as the communication element is often associated with smaller, family-owned and operated breweries; yet the agency dared to adopt it for a much larger client. This approach to design has been elaborated further and is now featured on the brewery's website www.primator.cz/en/ as well as in its award-winning video, https://vimeo.com/255820730.