Historically Gambrinus has always been one of the most popular mainstream brands in Czech but its reputation and appeal amongst its core male audience nose-dived around a decade ago. Outdated branding and a low-quality stigma meant it was losing volume, value and brand equity fast.

We were asked to spark a new Czech beer evolution. The Gambrinus icon was at the heart of the identity, full of stature, confidence and craft that resonated with our Czech audience. He was even made left-handed to add balance to the celebratory scene. We added charisma and masculinity to enhance his legendary reputation, and raised his beer glass which always overflows with creamy foam.

Besides the icon, the Gambrinus word mark was tweaked to be more modern and minimal (but still retain a sense of craftsmanship) and the red-focused colour palette premiumised to allow flexibility with a selection of graduations that can be used across all brand channels.

The cumulative effect of the changes has had a profound and progressive effect on whole perception of the brand. It’s modern, relevant and confident again, ready for the future.

Brand world | Packaging