Proud — Reimagining Beer for a New Generation

Proud — Reimagining Beer for a New Generation image


  • Strategy: Zuzana Behova

    Creative Direction: Tomas Nedved

    Project Management (agency): Zuzana Behova

    Art Direction: Pavel Rat, Mat Slow, Radek Dostal

    Project Management (client): Barbora Stuchlova, David Brany


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.


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.


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.

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