Cobra Beer, traditional Indian beer brand, is launching a full brand redesign this month to emphasise both Cobra’s premium positioning and world beer credentials, whilst retaining its heritage. The redesign includes an updated Cobra brand identity and new primary and secondary packaging designed by brand and product design consultancy Echo. The company was appointed for the project in January 2011 after a two-way pitch.  The previous brand and package design overhaul was completed by Landor Associates back in 2008.

The Cobra brandmark has been redrawn whilst the iconic green and gold colours of the overall identity have been retained but enriched. The neck label has also been given added texture with smooth contour lines appearing subtly in the background.

Lord Karan Bilimoria, Founder and Chairman of Cobra Beer said: “Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award winning beer. It is an exciting time for Cobra as we start our journey to lead the Molson Coors World Beer Category and ultimately become a top ten brand in the UK.”

Nigel Ritchie, Creative Director at Echo adds: “Cobra is such a well known brand but is almost exclusively associated with Indian restaurants. Cobra is now on a journey to make its presence felt in both the on and off-trade and the new design will contribute significantly to this. As befits a world beer from India it looks dramatically different to everything else that’s out there.”

Photo: new Cobra Beer’s brand identity and package design