Zwei Meister Venskoe is a new beer brand of SAB Miller launched on Russian market in 2011. The story of the brand focused on a real product which was available in Russia in the 1800s, a Viennese recipe which was introduced by an Austrian businessman using real Russian natural ingredients. This Venskoe beer enjoyed popularity in the 19th and 20th century (during Soviet time it was well known as Zhigulevskoye) and was an ideal candidate for a 'modern retro' revival.
A balance needed to be struck between Austrian heritage and Russian brand, also between nostalgia and modernity. The idea was to create something obviously new andexciting, yet with a definite feeling for the 'golden age' of beer. The brand story was enhanced through naming — Zwei Meister (Two Masters) refers to the Austrian businessman and the Russian farmer whowas his business partner. These two aspects — Austrian know-how and Russian quality ingredients – became cornerstones of the identity and communication.The two masters were further developed into actual icons, became prominent parts of the identity and packaging solution.
Improving the story through packaging eschewing the trend toward green bottles and contemporary shapes, the label shape, both of which furtherlend credibility to the product as a time decision was made to keep the traditional brown bottle, as well as a diamond traveler from the golden age of beer!
Zwei Meister Venskoe is one of SABMiller’s big bets and is expected to conquer a prestigious share in its category.
A balance needed to be struck between Austrian heritage and Russian brand, also between nostalgia and modernity. The idea was to create something obviously new andexciting, yet with a definite feeling for the 'golden age' of beer. The brand story was enhanced through naming — Zwei Meister (Two Masters) refers to the Austrian businessman and the Russian farmer whowas his business partner. These two aspects — Austrian know-how and Russian quality ingredients – became cornerstones of the identity and communication.The two masters were further developed into actual icons, became prominent parts of the identity and packaging solution.
Improving the story through packaging eschewing the trend toward green bottles and contemporary shapes, the label shape, both of which furtherlend credibility to the product as a time decision was made to keep the traditional brown bottle, as well as a diamond traveler from the golden age of beer!
Zwei Meister Venskoe is one of SABMiller’s big bets and is expected to conquer a prestigious share in its category.
Finding inspiration: a ‘golden age’ at the turn of the 19/20th century
1st stage of the brand development
2nd stage of the brand development
Zwei Meister Venskoe logo
Packaging: RGB 0,5 L and PET 1,5 L
The article about Zwei Meister Venskoe in SAB Miller magazine PRO PIVO
Outdoor campaign by JWT Russia
TV campaign by JWT Russia
More details about this project you can see on special beer site of Cocoon Group
http://azbeer.cg-eu.com/zweimeister.html
or on Cocoon Group web page
http://www.cg-eu.com/portfolio/zwei-meister/
Client: SAB Miller Russia
Agency: Cocoon Group
Illustrator: Marina Novikova
http://azbeer.cg-eu.com/zweimeister.html
or on Cocoon Group web page
http://www.cg-eu.com/portfolio/zwei-meister/
Client: SAB Miller Russia
Agency: Cocoon Group
Illustrator: Marina Novikova
