Team
Strategy: Zuzana Behova
Creative Direction: Tomas Nedved
Art Direction: Pawel Ratajczyk, Mateusz Slowakiewicz, Radek Dostal
Project Management (client): Barbora Stuchlova, David Brany
Challenge
The Czech beer market has declined in popularity among young adults aged 20-30, who increasingly turn away from traditional beers in favour of alternative beverages. This shift in consumer preference challenges the industry to innovate and adapt to a changing demographic. Proud, an experimental brewery owned by Pilsner Urquell, faced the daunting task of reinvigorating the traditional beer category with a contemporary lager that appeals to modern tastes while maintaining quality. This challenge underscores the necessity for a new branding strategy.
Concept
Invited to pitch their ideas, the agency developed three visual concepts to establish a new visual identity and reposition the brewery as a lifestyle brand. Targeted at younger, progressive millennials, the new branding strategy focused on minimalism and distinctiveness. It featured a lighter beer with a subtle citrus note and clear, standout packaging. The strategy aimed to transform the beer’s image to match its audience’s dynamic, social media-savvy lifestyle, making Proud not just a drink but a part of their identity.
Result
While the agency’s innovative approach to the new Proud branding and identity received positive feedback, particularly its bold and minimalistic design, it ultimately did not win the pitch.
