The purpose was to make the branding and packaging design for Roger beer more distinctive and to create a visual connection to the brand for current and potential customers. This was necessary to define the brand visually from competing brands and, last but not least, to separate the public perception of the brand from the original Grádo brewery brand.
You have to feel the premium product, the quality from the design. Not pompous luxury. Roger beer will be on tap and on the shelves of chains. The marketing touchpoints are local banners (places where Roger beer is tapped) and social networks.
The Roger Brewery logo consists of a cartoon bull’s head and the handwritten name of the brewery, accompanied by the date of its foundation. The bull is the inherent mascot of the brand and should therefore be the most memorable visual element even among competitors. The logo evokes the tradition and craft of beer production combined with modern comic styling. The result is a style that is not currently found in any brand on the Czech market. It is often necessary to use the logo in different visual contexts. So, of course, there are colour combinations and a black and white variant, working in a sticker style.
We create a logo, we create an identity. But it’s really all about labels. Because they are the main visual element for sales and marketing. I guess it’s always easier to do business with a nicer product. Every label has a uniform mascot. But to avoid repetition of visuals, the bull always takes a different pose on the labels. Roger beer is thus more easily distinguishable and each label has its own distinctive colour palette. However, all of them reflect a uniform drawing style and overall stylization.
In addition to the logo, the key visual serves as the main and universal communication element for printed materials, online space, social networks and the web. Compared to the logo, it is more distinctive and in certain cases much more eye-catching. The bull is the main connecting motif of the brand communication.
The key visual was used for social media covers and as the main promotional campaign post for the product. The main motif is the brand’s mascot, the bull, which also appears in the logo. In addition to the tradition linking the bull to the brewery, we see it as dynamic, strong and distinctive. These are qualities that also characterise the Roger brand.
Its strength and expressiveness draws attention in a dynamic pose. It also includes a pint of beer, which clearly evokes for the viewer of the banner what segment of sales it is. Last but not least, there is the motif of the mill, which is a characteristic element of the original building that houses the current Roger beer factory. A complementary element is the green hops characteristic of beer production.
Of course, a graphic manual is also a prerequisite for setting the visual identity. In addition to most of the basic elements such as the use of the logo, its types, colors, fonts, we also create pages with the application of our illustrations. On request, we provide clients with an audit or professional supervision for the deployment of visual identity publicly and in campaigns.
Leube ordered a large quantity of beer from Grádo Brewery as a gift item to be given to employees, clients and partners at Christmas. Therefore, a branded label was created that retained elements of the original illustration but was styled appropriately to Leube’s visual identity and colours.
Once the visuals are processed, it is relatively easy to think about how to further use them in the form of recycling. Typical beer coasters of different motifs or a signboard are easy to make. So you won’t miss Roger Beer in any important place!
