June 2009, Granette A.S. launched a new spirits line targeting the high price segment of the Czech market in a design developed by Claessens|Cartils. The line consists of 11 different spirits varying from whisky and vodka to slivovice and absinth.
Granette A.S. is a significant Czech spirits producer with a 160 years-old tradition. Until recently, its portfolio mainly contained brands targeting the middle and low price segments. Last year, the company decided to extend its portfolio with a new premium product line under the company brand name Granette. Claessens|Cartils from Amsterdam was challenged to create unity in diversity: a coherent family line in which the different presentations each fitted the category coding of their individual products.
The final result reflects both distinctiveness and family resemblance. A unique bottle shape and bold Granette logo safeguard the family feeling, while the differentiation is supported by specific typefaces for the different product variants, unique colourings and background illustrations.
With this new premium line Granette A.S. again underlines its extensive knowledge of spirit production. Also the company is a step closer to its main objective to service all groups of consumers with a wide range of products.
Carlsberg Kazakhstan (Derbes Breweries), one of the main breweries in Kazakhstan, introduced a new brand presentation for their key brand Irbis. Irbis is one of the leading brands in the Kazakh upper mainstream beer segment. In order to strengthen the market position, Claessens|Cartils developed a new appearance focussing on innovation, impact and masculinity. In this presentation a leading role is given to the Irbis (Kazakh for ‘snow leopard’). This strong brand feature has been dominantly incorporated in the bottle design by means of a bold embossment. This unique embossment strengthens the impact of the presentation and brings it in line with the brand’s well perceived communication.
