Design Büro undertook the redesign for Jelen, one of the oldest and most recognizable brands. To make this redesign a more robust representation for the brand, the team ultimately decided to strip back and eliminate the packaging’s secondary elements. This stripping back allowed the brand’s essence to showcase the bright yellow label, the dominant stag, and the bold gothic lettering. The red of the “1756” creates a beautiful contrast between the yellow label and brings out the amber tones of the beer. Now that the new packaging is more condensed, the main characteristics pop and make a stronger and more recognizable brand.
What makes one brand the brand? It’s the visual and emotional connection with the consumer. What we feel when we use it, and at the end, what we remember when we think of it. Every brand has its unique code. Starting from the logo itself, color code, combination of brand assets, used in such way that only that brand has. That is the essence of it.
