Herbs in the Spotlight

After the successful launch of Becherovka Unfiltered dressed in our design, we continued by establishing its visual identity, developing key visuals and POS materials. On top of that, we used our imagination to create and then fully art-direct 6 original photographs. Have a taste of some of the best results, and see our behind-the-scenes video from a magical, high-end production photoshoot.

The nature-oriented expression of this liqueur inspired a richly herbal and crafty identity. (Read more about the design of Becherovka Unfiltered in our previous case study). It starts from a line-illustrated brand block, created also in the secondary version, embracing the golden Jan Becher cryptogram in the heart of it. The colour palette is simple and compliments the amber brown bottle: deep forest green best describes the genuine herbal taste and is elegant yet modern. Used in a combination with soft beige and a touch of gold, it creates a significant colour coding that links the look and feel throughout all the media mix.

Sshhh, we cannot expose all the herbs that Becherovka is made of, but we can give a hint. The mix of herbs that are true to the original ingredients inspired a completely custom-made patterned wallpaper design. Hand-drawn, digitalised, crafted, and colourised to match the visual identity, this herbal jungle as well as the individual leaves became its key assets. 

Becherovka is all about the right mix, and we had the right mix of elements to apply on various roll-outs. POS materials have been designed and produced. Simultaneously, we had the pleasure to develop two key visuals ready to be applied to different formats expressing the proposition of Becherovka Unfiltered. Once more, the herbs, the cloudiness, and the intensity of the liquid inspired our visual thinking for the KVs. We also created two claims expressing the uniqueness of this new premium drink: Tradition with a pinch of rebellion and The Time has come for Unfiltered. They can be used interchangeably, based on the occasion. 

… And the fun part came. Seethe video at the end of this case study to get a flavour of it. Kilos of dry ice, plants, moss, special effects and several pairs of skilful hands got involved. In the professional cooperation with 4D Photo (thank you for your great work!), and the talented photographer Petr Krejčí, we shot both on set (The Hemingway’s Bar in Prague) and in the studio. Six original images were made, enwrapping Becherovka Unfiltered in a world of its own - natural, herbal, mystical, and intensively tasteful. The photographs also introduced the drinking ritual “on the rocks”, which makes Unfiltered taste the best. On social media and in communication the consumers can now be invited into this world.

After only 5 months from the beginning of the launch, The Unfiltered grew from zero to hero, achieving a 7% share in the whole Becherovka portfolio in selected channels, which exceeded the plan by 4%! The journey of this unique product has just started. Beautifully, we dare to believe. 

tags: brand strategy visual identity photography packaging design

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