Zlatopramen is a non-traditional Czech beer with perfect quality and taste. It is the most important brand in de Drinks Union (Heineken Czech Republic) portfolio and a well-known brand in the Czech Republic as well as in international markets.
In 2007 Claessens|Cartils developed new labels for the Zlatopramen range. Focus in this process was on making the presentation more modern, while preserving the expression of traditional roots, and on reinforcing the impact of the logo. This redesign was enthusiastically received by consumers and is doing very well. Following the success of the new brand presentation, in 2009 Drinks Union decided to additionally introduce a 1,5L PET bottle. Claessens|Cartils from Amsterdam developed the label for this new SKU in line with the existing Zlatopramen range. The new 1,5L PET bottle was recently introduced on the Czech market.
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.
Alexandrion Grup is a leading, ambitious Romanian distillery with international reputation. Its main brand Alexandrion is a Greek type of brandy. The brand is market leader in Romania and belongs to the top 3 brandy in Greece.
Claessens | Cartils was asked to rejuvenate the brand Alexandrion, consisting of Alexandrion 3 stars, 5 stars and 7 stars. Main objective was to secure market leadership and to implement new legislative requirements in the new presentation. The creative approach was evolutionary, ensuring recognition value for current consumers, whilst attracting new consumers.
Key element in the Alexandrion brand presentation is the Alexander the Great coin. During the design process, this coin has been turned into a qualitative decoration element adding more quality to the very popular brand. Furthermore, the Alexandrion logo was optimised and is used consistently throughout all three variants.
The new design has been successfully launched on the Romanian and Greek market in June 2009.
After the acquisition of Henniez by Nestlé Waters Suisse last year, Nestlé Waters reformulated the positioning of Cristalp into ‘the daily family hydration brand’. In line with this, Claessens|Cartils was asked to create an evolutionary redesign of the Cristalp brand presentation. This redesign was recently launched.
Cristalp offers consumers who highly value their family’s wellbeing an affordable, but high quality water product in the mainstream segment. A modern, joyful, and natural design execution reflects this family healthiness focus, which is reinforced by using the Nestlé Pure Life family symbol. This symbol fits the brand focus, but also safeguards a recognizable link to the mother brand.
The strong execution of the brand name together with the emphasis on the Swiss origin reinforced the impact of the design. Besides the label redesign, a new square PET bottle has been introduced for Cristalp Naturelle 1,5L. This angular shape stresses practical and sustainable characteristics, like less plastic being used and easy to compress. Cristalp is the pure and honest water for daily use!
In May 2009, Carlsberg Kazakhstan (Derbes Breweries) introduced a new brand presentation for their main brand Derbes.
Derbes is one of the leading brands in the Kazakh mainstream beer segment. In order to further reinforce its strong market position, Claessens|Cartils developed a new appearance focussing on national pride and modern dynamics. A strong brand icon has been developed that can act independently from the Derbes logo. A new Cyrillic logo character was defined to underline national pride, whilst keeping its recognisable character.
Derbes is available in 0,5L glass bottles and cans, consisting of Derbes Classic, Derbes Strong and the newly developed Derbes Light Refreshment. The last mentioned was launched in a green bottle to be attractive for young adults
On May 13, a new rose wine brand AIX was launched on the French and Dutch markets. This highly qualitative rose wine is made from grapes from the Provence, capital of rose wines, guaranteeing the consumer a tasteful wine of world class.
The brand name AIX comes from an old historic Roman town founded in 123 before Christ. In the Middle Ages, this town fulfilled a political role as capital of the Provence. Nowadays, Aix-en-Provence is a fashionable, artistic city that is well-known among bon vivants.
Claessens|Cartils from Amsterdam together with brand owner Mr. Eric Kurver, created a recognisable brand presentation that, through its simplicity, convinces the consumer of the unique taste and quality of this rose wine from the Provence.
On May 1st 2009, UzCarlsberg, leading brewery in Uzbekistan, has introduced Sarbast Special in the premium beer segment. Claessens|Cartils developed an outstanding label design for this new sub-brand.
The design clearly reflects the premium brand positioning, while still obviously linking to the Sarbast family. The green glass of the bottle emphasizes the premium feel even more.
The new Sarbast Special is an accessible beer for consumers who really appreciate a high quality beer above status.
By introducing this third member of the Sarbast family, the Sarbast portfolio was extended enabling the brand to attract even more consumers.
Anheuser-Busch InBev Russia, part of the world’s leading brewing companies, launched Brahma in a new vivid can design stressing the original Brazilian character of the brand. Claessens|Cartils developed this bright aluminium can with a matte coating to create the extra tactile sense connecting to the world of Brahma.
The intense red and yellow are characteristic for the brand and modified for the can design. Furthermore, the curved lines of the logo together with the dancing movements strengthen the positive and dynamic image, at the same time creating an atmosphere of a Brazilian summer beach party.
“Brahma is not just a brand it is a style of bright and dynamic life, - says Brahma’s brand manager Alexander Prokofiev. – We are glad that with this Brahma can our consumer will get a handy and original package for the hot meeting with the summer”.
Peter I is a growing Russian cigarette brand owned by JTI. Its growth is mainly caused by the brand’s unique promotional campaigns, having started in 2006, in which consumers can win an apartment (EUR 50,000.-)! The promotional packaging is sold from March to August (6 months), during the rest of the year the ‘regular’ packs are on the market.
ClaessensCartils developed the special packs for the 2009 promotion. This edition had to contain more emotionality and aspiration; at the same time keeping recognition with the regular Peter I packs. Also, due to possible price increase, a more premium overall appearance was desirable.
Although different approaches were tested among consumers, the winning design was close to former editions. However, by covering a larger part of the pack with a realistic illustration, the packs are now more coherent in their appearance and have a stronger perspective. Overall, the consumer perceives Peter I as more qualitative.
The promotional packs will be on the market from March to August 2009.
