Ursus Packaging Redesign

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 1

URSUS. Creating an Icon of Romania.

Strategy and design presentation to Ursus Breweries, Bucharest 24 October 2005.

Amsterdam Hamburg Köln Moskau München Zürich

Interbrand Zintzmeyer&Lux branzas

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 2

Content.

First the bear, then the beer.

Background and project task

– Background and project tasks

Insights Our approach Design consepts and strategy

– Insights from: Competitive environment Actual packaging Consumers – Our approach – Design concepts and strategy

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 3

Content Background and project task Insights The challenge / our approach Design consepts and strategy

Background and project tasks.

Why do we need new design?

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 4

Background and project tasks.

Why do we need new design?

Ursus is THE Romanian beer brand which has risen from ‘Mainstream’ to ‘National-Premium’. It now wants to take on the international ‘Premium’ beer brands, which have a superior image because of their internationality.

Ursus achieved its position in the past, because it was always one step ahead of the local competition.

It leads the way in terms of the shape and colour of the bottle, the back-labelling, the metal neck foiling, the twist-off closure of the NRB and, of course, the whole valuable approach to packaging.

It stands out with a strong claim, the strong bear symbol and a continuous advertising approach (‘Ursus attracts’), with comparatively high budgets.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 5

Background and project tasks.

Why do we need new design?

This ‘Leader-Advantage’ has declined as the competition now offers the same bottle shape and improved labelling.

There is still a distance in image to the ‘International Premium’ that gives these brands an added value, especially for the younger target group. This difference becomes obvious in a lower pricing in retail and HoReCa.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 6

Background and project tasks.

The portfolio strategy of URSUS Breweries.

Ursus should become a genuine Premium-Brand. This means in pricing and image on the same level with the international brands.

All products in the current Ursus range should operate on this premium level. Lower and elevated ‘mainstream’ offerings are covered by other brands in the company portfolio.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 7

Your brief in short.

Make Ursus an Icon of Romania and the dominant player in the Premium-Beer segment.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 8

Content Background and project task Insights Our approach Design consepts and strategy

Insights.

Who, what, why?

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 9

Ursus

Competitive environment.

Who are we competing against?

Premium

Super-Premium

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 10

Competitive environment.

Who are we competing against?

Ursus Premium

Super-Premium

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 11

Competitive environment.

Who are we competing against?

The ‘Premium Brands’ – Heineken, Tuborg, Beck´s, Carlsberg, Stella Artois.

All these brands get their positive image through their ‘internationality’ and pricing.

Advertising, music and claims help in giving them a modern and young approach (Carlsberg: “probably the best beer in the world”). The pubs and clubs with their young visitors buy into this image.

All these brands benefit from their internationality.

All these brands have green bottles. Some of them have embossed design elements on bottle.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 12

Current Packaging.

What are the key elements?

Sitting bear with crown

Golden neck foil over cap

Gold/brown and red (as signal)

Beer From Cluj Red logo Big “S” in the centre

Almost Red box

Oval shape

Stars

Lots of gold

White “neck-V”

NRB Twist cap

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 13

Current Packaging.

What are the key elements?

The Ursus bottle is a masculine package.

It is mainly about strength, authority and power.

The bear: King of the forest in Romania/the Carpathians.

The crown: Leadership and power, tradition and heritage.

The stars: High quality and knowledge.

The intensive brown colour of the bottle.

It is also about roots and authenticity.

The red and gold colour combination has associations of royalty (power, strength).

The brown and golden colours are synonymous with beer flavour (golden beer and barley).

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 14

Current Packaging compared to competition.

What are we missing?

The current packaging is not seen as particularly original or distinctive, compared with the international brands. It lacks refinement and sophistication.

The qualities of strength and masculinity (imposing character) appear a bit too basic and solid and lack distinctiveness and originality. Self-confidence and pride are not fully communicated.

Some elements compete against each other. The big “S� against the bear, the massive gold against red.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 15

Current Packaging compared to competition.

Room for improvement.

The international premium beers are more refined, distinctive and expressive – and sometimes innovative.

However they are also too distant and lack appeal.

This is where URSUS can show its strength.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 16

Consumers.

Needs and Beliefs.

Romania has undergone, and is continuing to undergo, social change and a re-orientation of itself.

People seek social liberation, harmony and trust. They want to feel integrated with their peer group and the global community. They believe in human togetherness.

There is a need to redefine their values: what they are and what they stand for.

Ursus has the ability to become a symbol of Romanian pride.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 17

Consumers.

Needs and Beliefs.

Brands act as an individual “identity card�. They signal the outside perception of myself I aspire to. This is true especially for brands used publicly, like cigarettes and beer.

The fact that beer is regularly consumed directly from the bottle offers the opportunity of an enhanced experience of the brand.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 18

Consumers.

Target audience.

The target audience is divided: On one side there is the more mature male population in Romania.

They have a close relation to their homeland and want to feel pride in themselves as Romanians.

They are interested in preserving traditions, but also in stating their authority. For them, Ursus has a positive image and is a very popular brand.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 19

Consumers.

Target audience.

On the other side are the young, the 20 – 35 age group, both male and female. They enjoy spending their free time together. They want to prove that they are open to new things and the world of the 21st century, but they too are looking for symbols that enhance their selfconfidence and affirm their individuality.

Ursus is well known, has a positive image and (for them) goes well with parties. Advertising is recognized, but few remember the values conveyed by the brand.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 20

Content Background and project task Insights Our approach Design consepts and strategy

Our approach.

Carving out the right profile.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 21

Our approach. Intended reaction.

What would we like the target audience to think and feel in response to the new approach?

Think: Ursus once again has done the right step. It now looks superior and distinguished without losing its personality and its closeness to Romania. It really can match up with the international brands but is more unique.

Feel: Ursus goes its own way. Compared to others it really is a masculine beer of premium value, but it sticks to its roots. You can trust it. It is one of us.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 22

Our approach. Benefit.

What do we offer? What is the essence of our promise?

Functionally: Ursus is not only the best local beer in Romania, but it can compete with the best beers around the world. It has a great full taste and a bright and golden colour. The new pack-design with the green bottle gives a clear indication of this claim.

Emotionally: Ursus gives me the pride in the values of being Romanian.

Ursus – The king of beers.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 23

Our approach. Reason why.

Why should they believe us?

Ursus is traditionally brewed with the best ingredients, highest craftsmanship and the fresh, untouched and clear water from the Carpathians.

Ursus has always been a leading beer. Ursus sets a new quality approach in packaging for beer in Romania in keeping with international trends – in Retail, as well as, in HoReCa.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 24

Our approach. Mood & tone.

The desired brand personality.

Ursus is synonymous with strength, wisdom and masculinity.

Ursus is self-confident and a leader, not a follower.

Ursus stands for real values that are not changed by trends and fashions. Ursus is the one you can trust.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 25

Our approach. Mood & tone.

The colour range for Ursus.

Red symbolises masculinity, strength and passion.

Red and gold symbolises status.

White symbolizes freshness, purity and cleanliness.

Green suggests premium quality and aspiration.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 26

Content Background and project task Insights Our approach Design consepts and strategy

Design concepts.

See it. Feel it. Get into it!

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 27

Concept route 1.

Ursus – The king of beer.

Romanian people want to be accepted by the community – nationally and internationally. They want to feel integrated and accepted by the world. There is a need for value re-definition within the country. They are looking for guidance and norms to follow. They are looking for something they can identify with and be proud of.

Ursus is not only the best beer in Romania but it can compete with the best beers globally. It is of excellent quality due to its use of the highest craftsmanship, the best recipes and the fresh and untouched water of the Carpathians.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 28

Concept route 1.

Ursus – The king of beer.

Ursus is aspirational and conveys premiumness and leadership, tradition and expertise. A self-confident high class premium, open to the world and connecting with European values, Ursus still remains approachable.

It conveys competence and authority.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 29

Concept route 1.

Ursus – The king of beer.

Proposal A – package design

Personality

Substantiators

native distinctiveness

bear and brand name

modern beer connaisseur

white and gold

majestic dignity

oval, crown, elegant colours

remarkable and leading

big S, premium claim, slogan

distinguished taste

premium claim, colouring

the brewmaster´s pride

the story, the origins

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 30

Concept route 1.

Ursus – The king of beer.

Proposal A – premium bottles

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 31

Concept route 1.

Ursus – The king of beer.

Proposal A – line-up

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 32

Concept route 1.

Ursus – The king of beer.

Proposal A – touchpoints

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 33

Concept route 1.

Ursus – The king of beer.

Proposal B – package design

Personality

Substantiators

leadership and authority

proprietary shape (the signet ring of kings)

rigorous, balanced

symmetry, clear cut areas

the seal of quality

shape, red colour, decorations, premium claim

modern king

no crown, royal colours and attitude

convincing by superiority

the brand name and shield, high contrast

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 34

Concept route 1.

Ursus – The king of beer.

Proposal B – premium bottles

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 35

Concept route 1.

Ursus – The king of beer.

Proposal B – line-up

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 36

Concept route 1.

Ursus – The king of beer.

Proposal B – touchpoints

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 37

Concept route 2.

Ursus – Romanian power.

Romanian people want to show themselves in their best light. There is a desire for change and authentic values.

They want to feel integrated with their peer group and with the world around them. They are looking for self-confidence.

Ursus is the only beer with a bear – a symbol for the Romanian Carpathians. The bear stands for strength, masculinity and natural leadership. Ursus is the original.

It is trustful and competent – showing strength and energy. It’s approachable and not distant, with a strong feeling of togetherness. It is a symbol of Romanian pride.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 38

Concept route 2.

Ursus – Romanian power.

Ursus conveys pride, tradition, masculinity and leadership.

A real premium beer that defines what it means to be Romanian.

Ursus - We are proud of what we are.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 39

Concept route 2.

Ursus – Romanian power.

Proposal A – package design

Personality

Substantiators

stands up straight

vertical construction

strong mind, rough

black bear, brand name, rectangular shape

self confident, proud

big lettering, story, crown and origins

challenging, innovative

revolutionary shape, strong bear

no compromises

clear arrangement of elements

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 40

Concept route 2.

Ursus – Romanian power.

Proposal A – premium bottles

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 41

Concept route 2.

Ursus – Romanian power.

Proposal A – line-up

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 42

Concept route 2.

Ursus – Romanian power.

Proposal A – touchpoints

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 43

Concept route 2.

Ursus – Romanian power.

Proposal B – package design

Personality

Substantiators

bearish & beerish

massive bear, oval, gold (neck)

masculine projection of strength

the wordmark and bear, horizontal construction of writing

full of dynamism

ascending elements from small to large, rays

self-confident & proud

colour, accent on central star, standing up bear

going his own way

bear walking towards you

bold

red and gold, massive elements

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 44

Concept route 2.

Ursus – Romanian power.

Proposal B – premium bottles

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 45

Concept route 2.

Ursus – Romanian power.

Proposal B – line-up

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 46

Concept route 2.

Ursus – Romanian power.

Proposal B – touchpoints

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 47

Concept route 3.

Ursus – Super Premium.

Traditional craftsmanship, historical recipes and the pure untouched water from the Carpathians make this beer one of the most refined beers of the world. Its great and full taste and the bright and golden colour of the beer is out of reach.

Ursus conveys a feeling of uniqueness and tradition.

Elegant but ingenious. Experienced but young. Selfconfident and balanced, it is the beer of those in the know. An individualistic approach.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 48

Concept route 3.

Ursus – Super Premium.

Conveying prestige and aspiration through an expressive approach.

Ursus – the brand for individual and social liberation.

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 49

Concept route 3.

Ursus – Super Premium. package design

Personality

Substantiators

full of character

distinctive shape

expect the unexpected

new bear icon, diagonal layout

modern classic

fresh interpretation of brand assets (wordmark, bear‌)

remarkable

exclusive construction

genuinely authentic

gold and red stripes, handwritten premium claim

leading with pride

bear medallion, gold neckfoil

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 50

Concept route 3.

Ursus – Super Premium. premium bottles

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 51

Concept route 3.

Ursus – Super Premium. premium bottles

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 52

Concept route 3.

Ursus – Super Premium. touchpoints

Branzas/IBZ&L For SAB Miller 054007BRA/RBK 24 October 2005 Slide 53

Thank you.

Make your choice.

A project by Branzas/ Interbrand Zintzmeyer&Lux. The ideas and proposals documented in this presentation are the sole property of Branzas/ Interbrand Zintzmeyer&Lux, and are subject to current copyright laws.

Unauthorized use, reproduction in whole or in part, as well as transmission to third parties is not permitted.

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