Okocim: modern approach to old brewing traditions
30 March 2009 | By Popsop Team
Carlsberg Poland relaunches Okocim beer with new identity brandworld created by LFH
Okocim, one of Poland’s best known beer brands, owned by international brewing company Carlsberg has been redesigned by international branding consultancy LFH. In addition to creating a new identity, packaging and bottle, the agency has developed a complete brandworld for Okocim, including brand guidelines, PoS, glasses, parasols, and fridges. The key objectives are to re-establish Okocim as the iconic and distinctive premium Polish beer and boost sales.
LFH, which has offices in the UK and Belgium, has undertaken the year-long project which reviewed Okocim’s positioning and identity. The result is a newly designed bottle, together with a graphic design solution, which for the first time gives the range a clear brand architecture, helping consumers to understand the different beers within the Okocim family.
Aldona Szczerba, Okocim Marketing Manager says, “Okocim has retained a strong presence in the hearts and minds of consumers, but in recent years as the market has become more competitive, the core brand values needed to be enhanced .The new look of Okocim is going to radically change and will appeal to people who know how to ‘enjoy a small moment of real pleasure’.
LFH has developed a look and feel with a new brand positioning that will restore its position as a Polish beer icon, but in a much more engaging and contemporary way rooted in a great tradition.This major step will completely revitalise the Okocim brand.”
LFH has redeveloped the logo to make it fresher and more distinguished. The new design retains recognisable elements such as the goat and red shield, but the logotype has been evolved and a new bespoke brand typeface created. LFH also created the oval branding device and introduced a new brand colour to emphasise the brand’s quality and strengthen the identity.
The new, fully embossed bottle is a first – and a category breaking design for Polish beer. Its new shape is contemporary, whilst retaining heritage clues – the agency has created a waisted design in brown glass, giving it both elegance and making it comfortable to hold. The embossed logo implies quality, and incorporates traditional elements such as ears of barley. Graphically, the label design creates a distance between Okocim and other beers. The redesigned neck label uses different background colours for each variant – a marked change from the market norm. Green for Full Light &Burgundy for Porter &Yellow for Wheat beer & Black for Mocne – a stronger variant.
Steve Irvine, Creative Director at LFH says, “With 166 years of heritage, Okocim is one of Poland’s favourite premium beers. The Polish beer sector has remained very traditional and is dominated by brands that lack differentiated brand values and also adopt similar visual clues. Our challenge has been to redefine the brand and communicate that through the new design, to attract new consumers who appreciate the good things in life. Our radical approach will give Okocim clear standout in Poland, as well as its key UK and US export markets.”
The new look Okocim will launch in Poland in February, with the UK receiving supplies in March.
The Okocim brewery was founded in 1845 by German émigré Jan Götz.
Creative Director: Steve Irvine
Design Director – graphics: Russell Hardingham
Design Director – structural: Ian Smith
Popsop.com
Tags: alcohol drinks, beer
