TYSKIE – RECONSTRUCTION OF THE PRINCE’S GENEALOGY.
With its ingenious advertising strategy, Tyskie managed to do something that seemed impossible: it dethroned Żywiec. Although the commercials (Ireland, Prague, Bavaria, Gent, etc.) helped Poles to discover the beer marvel of the brand, its appearance, bottle, tin and all the other brand insignia did not build the perception of quality of the beer that garnered international awards. The nobility of the drink called for a noble design of all the product elements.
It consisted in finding the genealogical roots, finding the source lost and neglected in the communist times. We decided to restore the origins of the brand and lead it as it there had been no communism in Poland. We acted as a futurologist and culture expert that shapes and develops the entire brand world building on the knowledge of global trends in the evolution of traditional beer tycoons rather than a restorer that reconstructs the original shape of the form. We needed to uncover the brand’s identity and grasp its distinctive features – and then cultivate it, ennoble it and make it more contemporary.
Over a two-year-long project of rebranding of the leading brand in the Polish beer market. A total change of the entire branding: from the simplest attributes and labels, through packs, pouring devices, neon signs, stadium bands to the smallest details such as the glass, pack of beer mats or the bottle opener and the entire beer culture environment including the branded pub. Tyskie started to look like an original Guiness in Dublin, Heineken in Amsterdam, Carlsberg in Copenhagen or Budweiser in New York. Tyskie exceeded a 20% market share!