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.