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”.
Heineken introduced redesign of market leader Corgon. Claessens|Cartils is the winner of an international pitch organised by Heineken Slovakia on the redesign of Corgon.
The challenge was to create a new appearance for this leading beer brand that would fit its history and quality image. Based on a thorough evaluation of the current design, Claessens|Cartils developed an outstanding redesign of the brand.
The distinguishing characteristics and modernity have been reinforced using the unique shield-shape of the label. Furthermore the visual of Corgon, the legendary Slovak hero and part of the authenticity of the brand, was moved to a more dominant position building on its icon potential.
The redesign has made Corgon more accessible in any kind of occasion.
But above all, its looks fit and reinforce its strong position as market leader and symbol of the national football league.
In June 2008, Efes Moscow introduced its brand Full Knockout with a new label design. Taking into account consumer preferences, branding and packaging consultancy Claessens Product Consultants from Amsterdam, the Netherlands, created the new appearance of Full Knockout. Aiming at men who prefer strong beer, the presentation had to show the masculine, modern and dynamic brand character.
With the new design that directly goes against the traditional coding of the beer category, the positioning of Full Knockout as beer for the strong and active man who loves sport and highly values good-fellowship is clearly underlined. Download the PDF to read the Russian article as published on the website sostav.ru.
SABMiller launched a new premium brand in the first week of September: Dreher Premium Lager. After a joint effort of defining the design strategy Claessens Product Consultants was responsible for the execution of this NPD project. Claessens (Amsterdam agency) translated SABMillers general branding concepts into one word design directions.
In line with this design strategy the agency developed a convincing brand presentation consisting of a unique bottle shape and graphical design. Key graphical element is the strong and recognisable brand icon, which is used as the connecting visual element in all brand communication. ‘Dreher offers an exceptional beer-drinking experience that will afford consumers of premium brands a competitive and accessible alternative from which to choose” says SAB Ltd Managing Director Tony van Kralingen.
