We created a visual concept that unified a diverse range of beers.
The Brief
Plzeňský Prazdroj partnered with us to rethink the approach to their specialty beer offer.
What may look like a new visual identity on the surface is in fact a carefully built system. We designed it to hold the entire portfolio together, no matter how the mix of beers evolves.
SmartSolution™
We started where the customer is: in the pub.
We noticed how customers struggled with unconventional beer names. So we simplified them into one-word Czech names.
We brought in well‑known artist Přemek Ponáhlý, who illustrated unique characters for each beer.
We designed the visuals to stand out in real pubs which are typically overloaded with promotional materials. Bold colours and distinctive illustrations help customers quickly recognise and distinguish the beer specials from the standard offer.
The Result
The new visual concept has been on the market for two years, and feedback from pubs confirms that it works. It maintains consistency across beer styles and seasons, enabling Plzeňský Prazdroj to develop its portfolio of beer specials in the long term.
We Took It Further
The tilted glass. We use it deliberately to add an unexpected element to the beer world. Just as beer specials stand out among classic lagers, our visuals break away from what people typically expect from beer communication. They naturally attract attention and spark curiosity.
1
consistent portfolio approach
8
characters created
2
years in market and going strong
I appreciate the strategic perspective Addict brought into the creative work. Our specialty beers now feel like a unified system, which allows us to keep developing the range over time. We can name new beer specials, differentiate them visually, and still maintain a coherent portfolio.
Michal Škoda
Commercial Innovations Manager CZ&SK
