SABMiller Plc. have re-launched Pilsner Urquell, the original pilsner from Plzen, with new secondary packaging and can graphics by Lewis Moberly.
LM were appointed in 2008 as part of a global re-positioning of the brand. The new design reflects the high quality of the product and reasserts the rich and authentic heritage of the brandwith a contemporary edge.
The new spilt colour secondary packaging and can graphics are now a harmonious balance of a premium gold and dark green. The gold is a reminder of the wonderful golden colour of the beer while green reflects the familiar green glass bottle. Secondary packaging features a water-marked, cropped graphic version of the Plzen town coat of arms highlighting the unique relationship between the brand and the city. The brewery gates feature as a graphic device on the base of the can.
LM’s insight process Visual Intelligence® produced a study of the brand and its key competitors defining the brand’s D.N.A. and its key visual equities. Steve Arkley, International Marketing Manager for Pilsner Urquell at SABMiller says, ‘Secondary packaging will launch first and cans later. We are very happy with the re-design, and the research results are excellent. Lewis Moberly have answered our brief perfectly”.