pilsner urquell

The challenge
First brewed over 160 years ago, Pilsner Urquell is a national icon in the Czech Republic. However, increasing competition from imported premium brands such as Stella Artois and Heineken threatened Pilsner Urquell’s position in the bottled lager market. Aware of changing tastes and attitudes amongst its target audience, Plzensky Prazdroj recognised the need to reinforce the brand’s qualities to maintain prestige and ensure continued dominance.
Sold in crates for the returnable market in most outlets, the visibility of the actual bottles is restricted. We took the opportunity to push the boundaries of crate design, developing a distinctive physical structure and utilising in-mould labelling to its best effect. This was balanced against ensuring that mandatory requirements – such as durability, provision of light protection for the bottles – were met.
The result
Our solution took account of how the brand is merchandised in-store and ensured a highly effective visual display from every angle. With greater standout and differentiation, the new crate designed helped to elevate the brand’s premium status and emphasised its position as market leader.

Previous crate

New bottle design

Side profile

Front profile

Stacked for merchandising

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