When there are all kinds of beer with a lot of creative labels how would you make your product stand out when it’s not even a new brand and you’re limited to already existing brand identity and image?

We wanted to communicate the idea of a fresh beer on tap and the atmosphere of a bar and found a solution in the structural design of the bottle. That’s how an image of a PET glass of beer was created. The label is designed in a minimalistic premium style emphasizing the brand symbol – shield, and the plastic cap like foam on top of beer is a key feature of the design.

There are many great ideas that lie on the surface waiting for their time to shine. And the success is to be the first to discover and realize them. We are proud of the design that saw the light not as a limited edition but as a mass-market product. It was launched in late July and sales are incredible! You can hardly find it in the supermarket as the beer is sold out as soon as it arrives. Efes Russia apologetically reports that the demand exceeds the offer 4 times! Sales results surpassed even the most optimistic financial expectations.