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.