Reinventing Georgian beer
Georgia is a wine-drinking country, with beer traditionally being considered an unpretentious, cheap and cheerful drink.
However, with an increase in imported beers, perceptions are slowly changing – but not for the local brands.
Even though it is the biggest beer in Georgia by volume, and outstanding in quality, Natakhtari – as a locally produced beer – is still seen to be of a low standard and made in an artificial way.
The old packaging did nothing to help, with the design lacking in natural quality cues, and flavour and refreshment appeal.
Our task was to reposition and package the product so that local perceptions would change, and Georgians might feel they had a local beer brand they could be proud of.
We addressed the brand’s challenges with the positioning: Real. Georgian.
Beer. As an authentic Georgian product – made from only natural ingredients and pure
spring water – Natakhtari exists to share what it means to be real and to creatively (and
inspire a world where people are real. There is no more room for bullshit!
Real - Made with pure Natakhtari water, using only natural ingredients. True friendships. Personal integrity. Georgian - Not some touristic veneer, but with a deep understanding of what it means to be Georgian right now (a product of past and present) Beer - Never pretentious, but rather honest, down-to-earth and inclusive. It’s just beer.
We retained core equity assets for recognition, but evolved them to be imbued with more relevant meaning.
A crown, for example, is historically a symbol of the past, and irrelevant for the brand’s positioning. We created a new and unique crown from the core ingredients (barley, hops, water) to both look more contemporary and highlight the naturalness and quality of the product.
The brand’s primary yellow colour (which looked artificial, warm and insipid) was changed to two metallic gold tones, better cuing quality and refreshment.
The wordmark was custom redrawn by a National lettering artist to be more contemporary and ownable.
Natakhtari, the place, is renowned for its pure water, so we created a water purity symbol that only we (as Natakhtari beer) could own.
A unique and distinctive neck and body label set were created using an angled cutter-guide that would stand out dynamically on shelf and disrupt the fixture.
A background texture was developed for the labels by modernising traditional Georgian patterns. This helped deliver provenance through the design, but in a contemporary and relevant manner. Also, by printing the pattern in satin and matt golds, the beer medals were made to feel more like a hallmark in real gold, and overall quality perceptions were dramatically improved.
The existing blind-embossed crown detail on the bottle was recreated to echo the new hops and barley crown of the body label.
Back of pack was used to tell the brewing process story in order to dispel any remaining myths about the craft and care taken during the brewing process.
Natakhtari has just been relaunched, so it is too early to provide measured results. Early indications, however, show that there is revived interest in the brand, and its presence on shelf is far more distinctive and impressive.
Whenever we encountered a challenge, we never felt anything but confidence that our agency had the experience andflexibility to find the right solution.
Commercial Director, Efes Georgia
Project team locations.
Working remotely, it was great having the full support of the agency, guiding the process at every stage and ensuring the highest quality output.Daniel Goodman
Brown&co The Brand Collective Limited © 2018