Nevskoe beer brand: re-designed by LFH

6 March 2009 | By Popsop Team

Nevskoe beer brand owned by BBH Russia asked London-based design agency LFH to overhaul completely its visual identity and packaging design.

Nevskoe was the first Russian beer brand to be launched in the 1990s, positioned as the most European beer in the local premium segment. It rose to become market leader having been awarded countless accolades for its superb quality and taste.

Market Challenges

Increased competitor activity and price pressures from licensed imports meant that Nevskoe needed to review its positioning. Its bottle shape had become a category generic and lacked differentiation. The brand needed to re-establish itself as a modern, premium and innovative Russian beer and recruit a new, younger audience.

BBH asked LFH to update both the graphics and structure to develop a contemporary interpretation of the brand whilst staying true to its values and historic St. Petersburg  roots.

PREVIOUS DESIGN

A Modern Classic

We designed a bottle structure that would not only be unique and ownable to Nevskoe, but which would also reinforce its core brand values of modernity and premiumness. We used detail from the existing label to create an embossed roundel on the bottle and brought the brand’s strong personality to life with a flared base and higher, prouder  shoulders.

RE-DESIGNED PACKAGING by LFH

The graphics work alongside the new structure emphasising the brand’s contemporary beer values. We gently evolved Nevskoe’s key equities, including the central holding device, colours and sphinxes, to add a greater sense of style and charisma. We also developed a new brand signifier, in the form of the ‘H’ device, for use as a short hand for the brand off-pack.

The BBH team was delighted with the result and since its re-launch in September 2006, Nevskoe is still a market leader in Russia’s premium beer market.

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Tags: alcohol drinks, beer, Russia