Baltika brewery celebrates 20 years in the Russian market. Founded in 1990, the brewery has developed alongside the Russian economy, taking now a leading share in the Russian beer market.

 To celebrate this event, a special anniversary edition has been launched. This 20th year edition reflects the quality Baltika is famous for, a perfect tasting classic beer which is specially brewed. Designed by Claessens|Cartils the jubilee edition brings this event to the Russian consumers in a special way. Also an anniversary emblem was created by the agency; a stylish badge which will be used for all communication around Baltika’s anniversary.  

Claessens|Cartils wishes Baltika a great 20th anniversary!

Birell is a strategic value driver for Al Ahram Beverages Company (Heineken Egypt). It is the main non-alcoholic malt beverage within the Egyptian CSD market. Recently a new brand platform that revolves around “manhood” was developed. This platform is very successful and has given Birell an ownable and differentiating platform from other CSDs.  It is making Birell a more appealing and approachable brand for young consumers and is extending the amount of drinking occasions.

Following the new positioning, the packaging design needed to be adapted to convey this “manhood”.  The new design should highlight a more premium look for Birell that will help in recruiting new consumers. Key element during this process was to attract new consumers without alienating the brand’s loyal consumer base. The key channels are the on-premise as well as supermarkets.

The black background of the new Birell presentation gives the brand the needed masculinity. The new design shows a more self-confident branding due to the new brand shape and increased contrast of the logo. The whole presentation has become more dynamic and recognizable resulting in higher shelf impact. Most importantly it succeeds in expressing the requested premium look and feel. A new SKU has extended the assortment: a one-way bottle which is also promoted in a 6-pack.

Golden Brau is the most important brand of Heineken Romania. Romania has one of the highest per capita beer consumption in the world, while being a dynamic beer market with progressive consumers. As competitors recently re-designed their brands, Golden Brau urgently needed an update which involved repositioning the brand.

This has resulted in a refreshed design with a stronger brand impact. A new, more dynamic brand shape was developed. The golden was maintained, but silver was added to enhance modernity and freshness. Although the bottle is unchanged, the new specific label makes the bottle more attractive. The fact that this beer has won numerous awards for its quality is still communicated on the label, but in a more differentiating and contemporary manner.

In total: same qualitative brand, but with a refreshed look.

On October 1st SAB Miller festively introduced the new look of Castle Lite. This brand holds a No.1 position in the South African premium beer segment.

Claessens Cartils developed an evolutionary redesign with the main challenge to increase the premium feel and to position Castle Lite more independently from its mother brand Castle Lager.

The new packaging underlines the new brand positioning of COLD REFRESHMENT, especially by means of a snow-castle symbol which changes colour when the perfect drinking temperature is reached.

To underline the new look and feel, Claessens Cartils also created the LITE brand device which is now being used as the main communication tool during introduction.

New striking bottle and label design for Tyan Shan

Leading brewery Efes Kazakhstan launches the revolutionary redesign of Tyan Shan lager. This remarkable brand presentation by Claessens|Cartils underlines the new invigorating positioning.

The new design centralises the Tyan Shan mountain scenery. Both the strong glass embossment and the label die cut emphasise this theme. The bottle in itself shows pride by its clearly present shoulders, and refreshment through its transparent green colour. The amount of white in the label, combined with the brand colour blue, supports the latter even more. The brand impact is strongly increased by adapting the logo shape and contrast.

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.

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. 

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 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”.