The agency made a redesign of packaging for one of the most popular beer brands in Russia.
The «Ochakovo» company is one of the largest producers of beer, soft drinks and non-alcoholic beverages in Russia. The «Ochakovo» beer is the most famous brand of the company and it exists on the market more than 20 years. It is a traditional drink which is produced according to the classical technology – there are no any preservatives and other additives in the «Ochakovo» beer, it’s made from natural ingredients only. The brand had an image, that was recognizable by everyone and associated not only with the beer, but also with the character of the manufacture itself.
A task to renew the image of the brand has become very important because of an increased competition on the Russian beer market, especially with relation to the fact that the «Ochakovo» company began to produce not only the traditional PET-bottles, but also beer in aluminum cans.
The DDVB Agency was entrusted to redesign packaging, initiating a change of attitude to the brand of the patriotic and sharing traditional values beer lovers.
An updated design is intended to improve the visual differentiation of the «Ochakovo» beer from «neighbors on the shelf» and to deliver a message that beverage is 100% Russian-quality, traditional and natural product.
In visual image designers strengthened an accent on «Russianness» of the brand due to the implementation of the map of Russia that reflects the riches of our country and a «national scale» of the «Ochakovo» brand. In the new design, that keeping the continuity of the predecessor, all the basic attributes of the brand are transformed - logo, corporate character, fronts and colors. That made packaging visually more «pure», «light» and modern, providing, however, its 100% recognition. The updated image got whole line of the «Ochakovo» beer - varieties of «Ochakovo Classic», «Ochakovo Special» and «Ochakovo Original».