Birell is the best-selling non-alcoholic beer (NAB) in the Czech Republic. But having led the NAB category for more than 30 years, Birell’s success was coming under threat from cheaper, new-to-market competitors.

We set about refreshing and modernising the visual identity, creating a suite of clear and coherent brand DBAs that were full of fun and vitality but still retained the brand’s premium credentials.

Springboarding from a new ‘open-minded’ brand purpose, a new logo was created which freed itself from its traditional enclosure but mirrored the original shape. The wordmark was given added bounce with crafted letterforms that captured the personality of the brand.

Alongside the confident new logo, a rich blue was used in a more dominant way to signpost the NAB category, interwoven into everyday lifestyle moments and used graphically in POS and digital. The brand’s sense of everyday joy was also highlighted by a range of lifestyle imagery and typographic executions.

Brand world