The history of Staropramen Beer began nearly 150 years ago, so redesigning it posed quite a challenge. How do you give a brand new life that will please both new and old customers? Cocoon managed to do it perfectly, creating a design for the brew that works just as well as a post-work drink for locals and a lovely souvenir for people passing through. We talked with Cocoon to learn more about incorporating the Czech spirit into this beer, controlling creative impulses, and more.
Cocoon: Staropramen is the second largest beer brand in the Czech market and belongs among other valuable Czech brands. Redesigning for a giant like Staropramen takes a lot of time and effort when shifting the brand towards a strategic direction chosen by the client.
Setting this strategic direction was the first step we took. Staropramen’s own story began almost 150 years ago, but its identity, brand positioning and communication went through many changes in the last thirty years. By participating in strategy and innovation workshops together with the client, we decided the brand should return to the beginning of its roots, traditions and rich history.
