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.
