Cocoon Group helped Staropramen extend their brand and their positioning as the most innovative beer brand on the market by providing design and strategic branding services for the launch of Sladkova Limonada. Staropramen Sladkova Limonada is the first malt-lemonade, 100% all natural and 100% alcohol free, on the Czech market and it was necessary to differentiate both from beer products as well as soft drinks.
It was essentially the development of a completely new category with its own visual language and design cues!
Working with provided target demographics and product specifications, agency helped to define the brand concept and position of Sladkova within the Staropramen portfolio. The design team came up with a final design concept that strikes a balance between the language of brewing and that of other non-alcoholic soft drinks. It really reflects the uniquely crafted naturalness of this delicious, refreshing product.
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Cocoon Group helped Staropramen extend their brand and their positioning as the most innovative beer brand on the market by providing design and strategic branding services for the launch of Sladkova Limonada. Staropramen Sladkova Limonada is the first malt-lemonade, 100% all natural and 100% alcohol free, on the Czech market and it was necessary to differentiate both from beer products as well as soft drinks.
It was essentially the development of a completely new category with its own visual language and design cues!
Working with provided target demographics and product specifications, agency helped to define the brand concept and position of Sladkova within the Staropramen portfolio. The design team came up with a final design concept that strikes a balance between the language of brewing and that of other non-alcoholic soft drinks. It really reflects the uniquely crafted naturalness of this delicious, refreshing product.
Client: Molson Coors CZ / Pivovary Staropramen
Agency: Cocoon Group
In the beginning of 2014 Linteo approached us with the task of rethinking, redesigning and completing their portfolio, a portfolio including approximately 100 paper hygiene and similar products organized in 5 lines and 9 functional ranges.
The commodity character of the category of paper hygiene products–when consumers don’t spend much time in front of shelves and choose mainly according to price–makes the role of the brand even more important.
However, due to various extensions and product innovations that had been launched at different intervals throughout their history, Linteo’s initial portfolio lacked clear architecture and consistency in branding.
Client: Melitrade a.s.
Agency: Cocoon Group
Zwei Meister Venskoe is a new beer brand of SAB Miller launched on Russian market in 2011. The story of the brand focused on a real product which was available in Russia in the 1800s, a Viennese recipe which was introduced by an Austrian businessman using real Russian natural ingredients.This Venskoe beer enjoyed popularity in the 19th and 20th century (during Soviet time it was well known as Zhigulevskoye) and was an ideal candidate for a 'modern retro' revival.
A balance needed to be struck between Austrian heritage and Russian brand, also between nostalgia and modernity. The idea was to create something obviously new andexciting, yet with a definite feeling for the 'golden age' of beer. The brandstory was enhanced through naming — Zwei Meister (Two Masters) refers to the Austrian businessman and the Russian farmer whowas his business partner. These two aspects — Austrian know-how and Russian quality ingredients – became cornerstones of the identity and communication. The two masters were further developed into actual icons, became prominent parts of the identity and packaging solution.
Improving the story through packaging eschewing the trend toward green bottles and contemporary shapes, the label shape, both of which furtherlend credibility to the product as a time decision was made to keep the traditional brown bottle, as well as a diamond traveler from the golden age of beer!
Client: SAB Miller Russia
Agency: Cocoon Group
Illustration: Marina Novikova
Creative concept works with a stylized image of outstretched wings, and their symbolic meanings that manifest values, which the Czech Republic wants to follow in his presidential role.
The proposal serves wings as a symbol of freedom and the free, unhindered movement, as a means to ease the crossing of borders and barriers, which when viewed from the bottom often seem insurmountable. The wings are also a symbol of protection and security that would be provided by the union to its members.
Wings clamped at a sharp angle and perspective display of the logo available to represent the dynamism and active movement forward - to the future of the European Union. Using the Czech national colors then shows that the Czech Republic wants to be confident in the direction of the leader. Reflections at the ends of the wings symbolize reflection - the ability to perceive and reflect reality in decision-making on EU matters, transparency of both wings then underscores the willingness of maximum openness. Meaninful element is the overlap and connection of the wings, which represents the cooperation and unity of the Union.
Staropramen packaging design & visual brand identity
Redesign of whole beer range of Staropramen brand for Domestic market (CZ and SK). It includes about 11 varieties of beer and different types of package (glass and PET bottles, aluminum can, multipacks, mini-keg, crate).
Few categories are as difficult to design for as Beer in Central and Eastern Europe. These very conservative markets demand a relatively strict adherence to established category codes and traditional cues. Nevertheless, the most forward thinking brands push hard against these restrictions in order to differentiate themselves and create shelf impact and buzz in these very, very crowded markets.
The recent re-design of Staropramen represents the latest attempt by Staropramen to move the category forward – cleaning up cluttered labels, updating established brand cues, and using consumer insight to build a brand which speaks to the needs of their target audience.
Based on the insight that male and female roles are changing and that traditional masculine cues are becoming dated and relevant for fewer and fewer beer drinking males, Cocoon Group felt that there was an opportunity for a larger than normal shift in brand-thinking. We therefore developed the big idea 'Refresh your sense of Masculinity' – which we used as a basis for further development of the brand.
So while the Staropramen brand is still very much about young men having fun in traditionally masculine settings and situations, there is room for a less primitive approach –where masculinity is not overshadowed by 'dumb jock-ness'.
In seeking to 'refresh your sense of masculinity' the CG design team looked to bring three main ideas into the identity of the brand. They wanted to create much more of a 'Badge Brand' for Staropramen. They also wanted to find ways to bring tactile expression into the brand – expressing values not only through design elements, but utilizing other senses. Finally, the design team wanted to be sure not to lose the craftsmanship and heritage that already come with the prestigious Staropramen brand.
The final identity, as expressed mainly on packaging, uses a number of 2D and 3D enhancements. The use of a vertical label – already a bold step pioneered by Staropramen years ago (and copied countless times since), is continued here and made even more powerful by the use of the 'S' as a bold new mark, or badge, for the brand. Whereas the logomark on the old brand was shunted to the side, it now takes center stage. The brand name and mark become true heroes of the brand. Many of the quality cues which before cluttered the design have now been migrated to the bottle itself in a series of embossments and a new structure which is both distinctive and bold.
Off the pack, the brand block is now much cleaner and more modern, with stylish and flexible shape device. Indeed this is brand refreshes your sense of what a beer brand should look like!
After the development of the basic brand, CG also worked to develop a number of additional SKUs (11 in all) and the identity manual for the brand.
The new design of Staropramen successfully navigates the tightrope between category mandatories and envelope pushing. The success of this approach is already evident in increased sales across the nation.
Client: Molson Coors CZ / Pivovary Staropramen
Agency: Cocoon Group
This visual identity was created for Brazil Fest, the first festival of Brazil culture in Czech Republic. Music, dance, art, photography, cuisine – all facets of Brazil during one event, supported by Brazil Ministry of Tourism.
Bold prominent logo works as a key element of the identity. It absorbs several iconic symbols of Brazil to reflect multiplicity and vivid character of this country and festival atmosphere of the event. Each year/season logo can have new edition with different implemented symbols to keep novelty and consistent recognition in the same time.
Main color palette exploits colors of Brazil national flag (yellow, green, blue) to be immediately recognized. But identity supposes to use also quite wide range of bright and saturated colors to create cheerful and sunny mood.
