Żywiec regains its ‘modern classic’ edge
5 May 2009 | By Popsop Team
Żywiec is one of the best known Polish beers with a long history and rich heritage. It belongs to the premium segment as the highest quality benchmark for years. However, the brand identity and the packaging started to lose their ‘modern classic’ edge.
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The Polish office of Dragon Rouge agency was to rejuvenate the brand by refreshing and modernizing its identity and packaging design keeping the image of a traditional premium brand and creating the quality advantage over competitors.
The desired effect was achieved by making the overall impression of the design more dynamic: Some elements were reorganized, made more airy and simplified. The ribbon with the brand’s name was widened and simplified and the enlarged logotype gained impact, becoming the first element to be read on the packaging.
The brand icon became the second element of the newly established communication hierarchy. It underwent modifications as well: the shield held by the dancing couple was eliminated and the crown was enlarged. The icon became more concise and clear.
Popsop.com
Tags: beer, Dragon Rouge, package design
