FDBusiness.com

Pearlfisher has re-designed Ursus, one of Romania’s most iconic beer brands. The work spans 2D and 3D design including evolution of the visual identity and expression, primary and secondary packaging, structural innovation and retail visibility.

Ursus, part of the SABMiller portfolio, is a brand that crystalises the Romanian spirit and has grown to a well-known and respected beer brand. It is a local icon with rich heritage, powerful character and strong out of home presence.

Pearlfisher’s challenge was to bring the Ursus brand identity and packaging in line with their new communications platform, creating an integrated brand expression for Ursus that sets a new benchmark for local premium and international beers.

Rory Fegan, Pearlfisher Senior Strategist, describes the strategic approach: “Our goal was to create a stronger, more engaging relationship between the Ursus brand and consumers, firmly cementing their premium position as the ‘King of beer in Romania’, whilst highlighting the innovative nature of the brand. Our expertise in understanding local markets and marketing challenges was key in the success of this project. By understanding what is truly unique aboutRomania, its consumers, culture and Ursus we managed to define the next episode in the story of this iconic beer brand.”

Sarah Cattle, Pearlfisher Creative Director, comments: “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.”

The new Ursus packaging is now available across Romania and has become an instant success since launch.