SAB Miller’s Ursus, one of Romania’s most iconic beer brands, has unveiled a rebrand with Pearlfisher.
Pearlfisher’s challenge was to bring the Ursus brand identity and packaging in line with their new communications platform in order to create an integrated brand expression.
Sarah Cattle, Pearlfisher creative director, explained: “We created a unique graphic and structural design that is strong, progressive and masculine. The new structure features the bear claw marks on the sides of the bottle adding more character and texture and creating an innovative grip area that enhances the consumer experience.”
“Ursus’ new iconic packaging identity and innovative structural design celebrates national pride and achievement and creates a new consumer experience taking the brand to an entirely new, more premium, level,” added Sarah.
The work from the agency spans 2D and 3D design including evolution of the visual identity and expression, primary and secondary packaging, structural innovation and retail visibility.
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