Refreshing an iconic non‑alcoholic beer
Birell
Putting bounce into Birell's brand world
Birell is the best-selling non-alcoholic beer (NAB) in the Czech Republic. But having led the NAB category for more than 30 years, the pioneering brand was losing market share to cheaper, more aggressive, new-to-market competitors.
We set about refreshing and modernising the brand world, 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. We gave the wordmark 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.
Birell’s sense of everyday joy was also highlighted by a range of lifestyle imagery and typographic executions across the entire brand world, from POS to posts.
"Our aim was to capture the open-mindedness of our purpose. For too long, we’d had a colder, more corporate logo that didn’t fit our personality or portfolio but Purple helped us change all that – we now have a brand world that matches our DNA."