UTENOS new look & feel
Marketing manager: Andrius Bagdzevičius
Brand manager: Justina Vėgėlytė
Design strategy: Valerija Žilėnienė
Art direction: Irmantas Savulionis
Graphic design: Aliona Bobin
Account management: Rita Dargytė
Printing manufacturing: Ardagh Group, Ball, Garsų pasaulis
Product photo shoot: PackShot
Project Type: Produced
Client: Švyturys-Utenos alus / Part of the Carlsberg Group
Product Launch Location: Lithuania
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle, Aluminium
Printing Process: Offset printing, Flexography
TASK & SITUATION
Utenos beer is the 2nd strongest beer brand in Lithuania. Historically, it has a loyal audience of 30-50 males. Regular guys. They’re typical Lithuanians who are looking for a reward moments after a hard day’s work.
We’ve been asked to create a new look & feel of Utenos beer. It should stay attractive to the historical consumers, on the other hand, try to become more relevant to under 30. Utenos should become the king of light beers for casual moments. Hence, the design should be as simple as the beer itself.
Meet old new Utenos! Totally revised but still recognisable. We stripped as much crap as possible from the logo and made it bold. We reviewed the most important historical visual assets and picked up only the best. Every detail was redrawn, from icons to the famous shield and typography.
Oh, wait! We renewed the Blue Color, which ensures a spectacular improvement in visibility on the shelves. So, the design’s answer to the brief is – visual comfort.
We stripped as much crap as possible from the logo and made it bold.