BRIEF: Ursus is the most powerful beer brand in Romania and it needed to extend it's range following the market's trend in lemon flavoured beer consumption.
SOLUTION: The new Ursus Cooler adopted a nontraditional approach for a beer mix emphasizing its refreshing and cool side. I decided to make it a summer drink on its own with a disruptive design for this category. This was enforced by the consumers perceiving beer mixes as easy drinking cooling drinks. This was considered in the new design and its naming: Cooler. The big slice of lemon on the package makes the beer stand out in a crowded shelf and also expresses the sunny feeling of a hot summer, a targeted consumption opportunity. The lemon on the bottle label design gives the impression that the lemon is slipped on the bottle's neck which usually happens to exotic beers when consumed with slices of lemons.
For this project I created not only the packaging design line but also the visual identity for the launch communication pack.