Redesigning a Molson Coors’ beer brand

Redesigning a Molson Coors’ beer brand image

Deliverables

  • Conceptualisation
    Art Direction
    Graphic Design
    Illustration

Brief

As one of two agencies, we were invited to pitch our designs for the second largest Czech brewery Staropramen owned by Molson Coors. This was for their premium range Smíchovský výběr, or Smichov’s Selection.

Action

We decided to let four art directors and designers come up with different ideas and this led to unique creative approaches. The concepts were meticulously crafted around Smichov’s Selection’s exceptional recipe and history.

Result

Vox populi, vox Dei. While our designs were praised, a majority of beer-drinkers involved in the consumer test decided otherwise. Team Anna Belousova, Radek Dostal – Senior Art Directors Milan Quang Nguyen, Denisa Novobilska – Junior Art Directors Jan Blazek – Client Service

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