Packaging design concept for a traditional Czech beer by Carlberg
CHALLENGE
Zatecky Gus (Zhatetsky goose) is a light lager with a light traditional flavor. It is brewed on the original recipe with addition of famous Czech aromatic hop grown in the area of Zhatets town in northern Czechia for more than 700 years. Zhatets is often called the world hop capital – Zhatetsky hop is one of the highest-quality hops in the world, it has been grown by the Institute of Hop growing.
APPROACH
To refresh the design of a well-known brand, we went through a discovery session, together with the client, formed the key requirements for the updated design. We left all the basic visual attributes of the brand, removed unnecessary elements, abandoned cartoonishness, and tried to make the design more modern and premium.
DESIGN
The key element of the packaging is the logo. We made it as noticeable as possible – placed it on a contrasting dark background, made it large. The packaging was visually divided into two zones – contrasting background with deep dark colors to add premium and categorical. The second is white, which highlights the type of beer. The outline of the city appeared on the packaging – a reference to the world capital of hop Zhatets, which provided the basis for the brand name. Also, the outlines of hops are visible on the background in order to emphasize the naturalness and high quality of the product. In addition to English, Czech is used in communication to emphasize the authenticity of the brand.
