Leading design consultancy in Bucharest
STEJAR BEER
The only romanian beer we used to like anyway, picked us to redesign its identity.
Product
Stejar was launched by SAB Miller in 2005 as the first stand alone Strong beer brand. (with a higher alcohol content than regular products). After a year and a half the company wanted to evolve the package into a new variant, with lower alcohol, that would grow the brand outside the strong beers niche and bridge the gap between regular beers and strong beers, in order to capture a bigger slice of the market share. The price positioning was upper-mainstream.
Objectives
New position for Stejar to be Vitality (stimulation)
Make Stejar more appealing for the target (male, 25-40 y.o., medium & high income and education) by emphasising the key characteristics of this positioning: power, strength, pure masculinity, dynamism, energy.
Design Consideration:
It was mandatory to keep the Stejar Tree logo, to explore the white logotype on a black background and on the former dark red colour of the old package and take into consideration another colours.
Solution
Our approach was simple: we dived deep into men’s universe and gather from there all the things men treasure.
So we designed a shiny 3D package and logo based on sports team imagery, car logotypes, watches, carbon fibre textures from racing cars, and military heraldic.
We built a new, heavier and more masculine typeface for the logotype, place it on a dark red flag and we choose desaturated gold metallic to build a design reminding of automotive logos and expensive watches engravings.
Stejar Beer Bottle
Stejar Beer Can
Stejar Beer Pet
Stejar Beer
