Modernising an everyday Czech hero
Gambrinus
Creating relevancy with an iconic brand world
Gambrinus has always been one of the most popular mainstream brands in the Czech Republic, but its reputation and appeal began to nose-dive due to outdated branding and a low-quality stigma. It was losing volume, value and brand equity fast.
We were asked to spark a new Czech beer evolution – to not only refresh the identity but to imbue the brand with meaning and appeal to its core male audience again. We did this by updating the Gambrinus icon, putting the patron saint of beer in its rightful place at the heart of the brand world.
The icon was crafted anew, depicting him with the legendary status he deserved. Instead of the fairytale character he was before, we added warmth, charisma and confidence, something that instantly resonated with our Czech audience.
The Gambrinus word mark was also tweaked to be more modern and minimal yet still retain a sense of craftsmanship. The brand’s red colour palette was also premiumised to give flexibility across all brand channels and touchpoints.
“The cumulative effect of the changes has had a profound and progressive effect on the whole perception of the brand. It’s modern, relevant and confident again, ready for the future.”
