Deliverables
Strategy: Jan Blazek
Creative Direction: Tomas Nedved
Art Direction: Radek Dostal, Pavel Rat, Mat Slow, Anna Belousova
Project Management (agency): Nikola Timkovicova
Project Management (client): Lucie Srbova, Jana Dobruska, Petra Chovancova
Challenge
The Primator Brewery, founded in 1872, was a renowned Czech brewery known for its commitment to traditional, handcrafted beer production using only the finest ingredients. Over the years, the brewery built a strong reputation, particularly for its Porter — a dark, robust beer crafted from a carefully selected blend of malt and hops. In addition to Porter, Primator offered a diverse range of beers, including lagers, pilsners, and wheat beers, each celebrated for its quality. The brewery’s excellence was recognised through numerous awards, including a gold medal at the World Beer Cup.
However, despite its storied history and acclaim, the brewery eventually ceased operations. Before this closure, our agency was commissioned to undertake the significant task of redesigning the complete range of Primator’s beers, a final effort to refresh the brand and engage with its loyal customer base.
Concept
The agency began by reimagining the central visual motif — a horse, a symbol of great significance due to the brewery’s location in Pardubice, a city famed for hosting one of Europe’s most prestigious horse races. Redesigning this iconic motif was challenging, as it was pivotal to the brewery’s identity and crucial in redefining the beer range’s branding.
The new logo, featuring the updated horse motif, provided a strong and modern visual identity that resonated across all branding and packaging materials. Each beer in the range had its own unique history and name, requiring an individual approach to its redesign. Four art directors, each bringing distinct perspectives, collaborated to explore various design options, ensuring that each beer’s character was preserved while aligning with the overall brand refresh.
The final designs were vetted by a focus group, with the public’s feedback playing a key role in narrowing down the choices. This collaborative approach ensured that the redesign resonated with the tastes and preferences of beer drinkers.
Result
The extended redesign process, spanning several months, resulted in a complete transformation of the brewery’s beer range. While each beer maintained its unique character, the entire lineup reflected a cohesive, modern look that honoured the brewery’s rich history. Unfortunately, despite these efforts, the brewery is no longer in operation, but the redesign remains a testament to its legacy and craftsmanship.
