VESĔLECKÝ HMEL. Beer is never boring
BEER IS NEVER BORING
Especially when it comes to the development for the Kazakhstan market. The approach and ideas about beer there differ significantly from those of the Ukrainian market. All the more interesting it was for us to work.
MISSION: UNUSUAL,
because one of the market leaders, First Brewery, set before us the task to embody the idea
of «the most Czech beer of Kazakhstan». This meant that we had to explore two markets instead of one.

HOW DO THEY SEE
the Czech Republic from Kazakhstan? Our customer helped us to research it.
Ideas, stereotypes, and, importantly, the country’s beer preferences. The future brand targeted a young audience there, which drank beer not for relaxation, as we do, but, on the contrary, to cheer up.
They wanted not just beer, but pure concentrated joy.
…HERE WE GOT
the stickman. Inspired by the image of Švejk, we created the label character.
The successor of the good soldier slyly smiled at his mustache, walked down the street with two glasses of beer,
and was the embodiment of the carefree recklessness.
IF WE ARE TO HAVE FUN,
we are to do it in Veselíčko! Vesĕlecký Hmel has become the embodiment of everything they love
light Czech beer for. There is no better place to have a mug of beer with a cap of foam, maybe the best beer
in your life, and with the additive of bright and happy emotions, than the Czech Republic.
VESĔLECKÝ HMEL. Branding & Packaging design
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