Brewed Refreshment...naturallySládkova Limonáda case study

Cocoon Group was asked to help extend Staropramen’s reputation for pushing the brewing envelope by developing the identity for their latest innovation on the Czech Market, a non-alcoholic ‘limonada’.

This is a cold, bottled drink which is made by brewing just like beer, but has a refreshing sweet taste more akin to a soft drink. Launching such a radical product in such a typically conservative beer drinking market presented a number of unique challenges which led to a number of hard questions and choices to be asked by CG designers and the client, Molson Coors. Should this product look more like a beer or a soft drink? Should it be a stand-alone brand or should it be an integral part of the Staropramen portfolio? Getting the answers to these questions – and hundreds more – might lead to total launch failure.

Visual cuesof malt lemonade category

Transparent bottle!!!

Natural textures and materials

(German market)

Stencil, burnor rough typography

Warm natural colors

The design team looked to Germany for some inspiration. In that country the category of brewed limonadas already has a pretty well established language. Natural colors and textures, ‘touched-by-hand’ design elements, and lightness and transparency all lead to a very natural feeling which works well with audiences in Germany and (we hoped) – audiences here in the Czech Republic.

1 Staropramen brand extension

3 Individual brand,more soft drink category

2 Individual brandwith Staropramen brand endorsement, balance between beer and soft drink categories

WINNER !

Most prospective

design strategy!

The next big task was to explore the distance of this new product to the Staropramen brand. 10 concepts were developed and tested, following 3 different brand architecture routes; a part of the existing Staropramen portfolio, an individual brand with various levels of Staropramen endorsement, or a stand-alone brand with no outward connection to Staropramen.In the end, one of the endorsement routes was the winner – taking some elements from Staropramen’s beer designs (vertical text, S icon on neck label) but using them in a completely new way unique to the Sládkova Limonáda brand.

The final result has its own distinct personalitybased on its natural credentials and unique taste.It looks like it came fresh from the orchard or farm!Yet it is unmistakeably a Staropramen product.

Outdoor sign

Table mat

Multipacks

Key visual

Parasol

Launched in July 2013, Sládkova Limonáda was so successful that Molson Coors was unable to keep up with initial demand.

As the launch was so recent, hard sales numbers have not yet been released, but we look forward to seeing how well our design has helped the brand!