Pilsner Urquell Tankovna Bar Design

Client: Pilsner Urquell

Brief: Tankovna (or Tank Beer) is unpasteurised Pilsner Urquell, delivered fresh in a pioneering metal tank system straight from the brewery in Plzen, Czech Republic. Our task was to lead its design implementation and create a consistent brand experience, while considering the needs of each individual bar where the system was to be installed.

Challenge: The Tankovna system has a big physical and visual impact in a bar environment, so how do you complement each bar’s unique identity while achieving our brand visual and messaging objectives?

Solution: We worked closely with early-adopter markets on individual bar installations, offering hands-on design and consultancy. This ensured brand goals for the first Tankovna bars were met, and taught us how to balance our ambitions with those of the individual operators for their own unique bar experiences.

Armed with this knowledge, we created a set of Tankovna guidelines based on six key design principles built around the consumer journey. These were used as the Tankovna system was rolled out to over 30 Tank Bars in the UK, Germany, Austria, Italy and Poland, with many more to follow.