Wren & Rowe, international London-based brand consultants, have redesigned the Arsenalnoye Traditional beer brand for the Russian brewing company Baltika which takes 39.7% of the market, and is part of the Carlsberg Group.

The agency has redesigned Arsenalnoye’s label and introduced a new bottle shape to create a stronger, clearer and more contemporary brand image, emphasizing its modern and innovative quality whilst retaining icons rooted in tradition. The result is a label conveying the strength and reliability of the brand and the quality of its beer through the suggested shape of the shield, laconic lines, minimum details and a strict font design.

The previously rigid and heavy shapes have been restyled into sleeker, more sophisticated lines producing an overall sense of strength with subtlety and confidence, all contributing to strengthen the traditional positioning of the brand as the beer for real men.

Photo: Arsenalnoye new package design revised by Wren & Rowe