Asahi Birell

Identity // Guideline // Packaging

After a decade of high growth, the non-alcoholic beer category in the Czech Republic was slowing down. To grow, Birell needed to stretch into new needs and occasions. Clear developed a new strategy and product to change the consumer mind-set from Birell as a ‘real’ beer replacement, into a positive and active lifestyle choice. Defining Birell as ’Active Refreshment’ positioned the brand in the world of healthier lifestyles rather than a compromise to beer drinking. The new positioning inspired a pipeline of product concepts and a cohesive visual language for future growth.

The identity built upon visual equities within Birell and provided new active lifestyle cues fundamental to the consumer context. We recognised there was a opportunity for the brand to own a new brand flag that would embody the positioning while not alienating its core consumer base. It would be an evolution on the original B symbol which already had recognisable brand equity. A refined logotype, colour system, pattern and image library provided Birell with the platform for growth they required.

The final result had 20% sales uplift in the Czech Republic. It was seen as more than just an improved pack, the brand was seen as offering something new.