ROMANIA – Ursus, one of Romania’s most iconic beer brands, has redesigned its beer bottle packaging to feature 2D and 3D design that sets a new benchmark for local premium and international beers.
Ursus, part of the SAB Miller portfolio, is a brand that crystalises the Romanian spirit and has grown to a well-known and respected beer brand. It is a local icon with rich heritage, powerful character and strong out of home presence.
The beer wanted to bring the Ursus brand identity and packaging in line with their new communications platform, creating an integrated brand expression for Ursus that sets a new benchmark for local premium and international beers.
Pearlfisher, a design agency with offices in London and New York, was involved in the evolution of the visual identity and expression, primary and secondary packaging, structural innovation and retail visibility.
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach: “Our goal was to create a stronger, more engaging relationship between the Ursus brand and consumers, firmly cementing their premium position as the ‘King of beer in Romania’, whilst highlighting the innovative nature of the brand.”
The new packaging features a unique graphic and structural design that is strong, progressive and masculine. By incorporating bear claw marks on the sides of the bottle, Pearlfisher helped add more character and texture to the packaging while at the same time creating an innovative grip area that enhances the consumer experience.
Sarah Cattle, Pearlfisher Creative Director, commented, “The new structure features the Ursus new iconic packaging identity and innovative structural design celebrates national pride and achievement and creates a new consumer experience taking the brand to an entirely new, more premium level.”
“Our expertise in understanding local markets and marketing challenges was key in the success of this project,” added Fegan. “By understanding what is truly unique about Romania, its consumers, culture and Ursus we managed to define the next episode in the story of this iconic beer brand.”
The new Ursus packaging is now available across Romania and has become an instant success since launch.