INDIA – Cobra Beer has undergone a full brand redesign to emphasize its premium positioning in the global beer market, whilst retaining its Indian heritage.
Apart from newly designed free standing units and new beer packs, Cobra Beer is also set to unveil modern and sophisticated glassware in November.
The old Cobra brand mark, which was done by Landor Associates back in 2008, has been changed but the brand’s iconic green and gold colors have been retained save for some few enhancements. The neck label also has an added texture with smooth contour lines appearing subtly in the background.
Brand and product design consultancy agency Echo was appointed in January 2011 to create the new Cobra beer designs after a two-way pitch.
“Cobra is such a well—known brand, but is almost exclusively associated with Indian restaurants,” said Echo’s creative director Nigel Ritchie. “Cobra is now on a journey to make its presence felt in both the on and off—trade and the new design will contribute significantly to this.
“As befits a world beer from India, it looks dramatically different to everything else that’s out there.”
Market studies conducted by the company revealed that consumers responded positively to the new designs of Cobra, saying it is more “premium, stylish and modern” and adding that they are now keen on buying it.
Lord Karan Bilimoria, founder and chairman of Cobra Beer, commented, “Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award-winning beer. It is an exciting time for Cobra as we start our journey to lead the Molson Coors World Beer Category and ultimately become a top 10 brand in the UK.”