Turning the original golden pilsner green
This was a complex project across a complex eco-system of global beer packaging. With a huge range of bottles and cans, each with different labels and logos, and multiple market need states, Pilsner Urquell wanted a pack refresh that brought global consistency, premiumness and sustainability.
We unified the bottle, can and secondary pack designs, harnessing all the key brand assets in a powerful and distinctive way, so they looked the same from Stockholm to Seoul.
We elevated the brand’s premium perceptions, with embossed glass detailing, thicker paper stock and bold heritage iconography; a key way for markets to justify their super premium price.
We made all the packs 100% waste free and 100% recyclable, ditching all the aluminium foil and plastic harmful to the environment that stopped them being recycled efficiently.
The result is an instantly eye-catching family of packs, with standout premium features, that has turned the original golden pilsner green!
Beauty identity | Packaging | Brand world
“Our new packaging is a huge step-change for the brand, internally and externally. We love the evolution from Purple – it not only looks good and is good for the environment but also realises our brand ambition to be more consistent and recognisable around the world.”
57 tonnes
of plastic a year we're saving (about the weight of 45,000 mugs of perfectly poured Pilsner Urquell!)
48 tonnes
of aluminium foil we're saving a year (about the weight of 820 full kegs of Pilsner Urquell!)