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Telling the story of a unique brand

Telling the story of a unique brand

Brand language design for Pilser Urquell

We’ve designed a 3D form language for Pilsner Urquell that captivates the essence of the brand in a carefully selected palette of shapes, materials, details and graphical elements.

This structural brand language comes to life with their international beer fount and a range of point-of-sale items.

Worlds’ first pilsner

Worlds’ first pilsner

The very first clear, golden pilsner beer was brewed in 1842 in Pilsen, Czech Republic. This was the birth of the now famous Pilsner Urquell. The special combination of the soft, crystal clear Pilsen water, Saasz hops, and Moravian and Bohemian barley resulted in a clear, golden beer in a time when there were only dark, murky ones around.

Currently, Pilsner Urquell is one of four premium brands of one of the world’s largest brewer groups; SAB Miller. We are particularly proud to have been able to contribute to this brand’s legacy in the form of a fount and a series of point-of-sale products.

Worlds’ first pilsner

Worlds’ first pilsner

The very first clear, golden pilsner beer was brewed in 1842 in Pilsen, Czech Republic. This was the birth of the now famous Pilsner Urquell. The special combination of the soft, crystal clear Pilsen water, Saasz hops, and Moravian and Bohemian barley resulted in a clear, golden beer in a time when there were only dark, murky ones around.

Currently, Pilsner Urquell is one of four premium brands of one of the world’s largest brewer groups; SAB Miller. We are particularly proud to have been able to contribute to this brand’s legacy in the form of a fount and a series of point-of-sale products.

Context of the brand

Context of the brand

What triggers people? How can we communicate the story of the brand in the best way? What does the brand represent? To be able to answer these questions and to fully understand the brand we believed it would be essential to submerge ourselves into the history, context and character of the brand and the product.

The Pilsner Urquell case is a good example of this. We joined the client on a trip to where it all began; the brewery in Pilsen. We also visited several authentic Czech outlets. We believe that this research enables us to design the best brand experience.

Context of the brand

Context of the brand

What triggers people? How can we communicate the story of the brand in the best way? What does the brand represent? To be able to answer these questions and to fully understand the brand we believed it would be essential to submerge ourselves into the history, context and character of the brand and the product.

The Pilsner Urquell case is a good example of this. We joined the client on a trip to where it all began; the brewery in Pilsen. We also visited several authentic Czech outlets. We believe that this research enables us to design the best brand experience.

Storytelling

We wanted to pay homage to the unique history of Pilsner Urquell by developing a design language as unique as the beer itself and which is linked directly to the incredible heritage of the brewery. In our designs, we strove to emphasize the origin of the pilsner and the vital importance of the quality through craftsmanship, by using, for example, Art Nouveau elements and traditional techniques from the era the pilsner was first brewed.

To convey the rich history we used references and clues in the use of materials, shapes and detailing. Materials like copper, brass, forged- and wrought-iron, combined with Pilsner Urquell’s brand-specific references in the design and explicit attention to the detailing, were used to create a journey of discovery for the consumer.

Storytelling

We wanted to pay homage to the unique history of Pilsner Urquell by developing a design language as unique as the beer itself and which is linked directly to the incredible heritage of the brewery. In our designs, we strove to emphasize the origin of the pilsner and the vital importance of the quality through craftsmanship, by using, for example, Art Nouveau elements and traditional techniques from the era the pilsner was first brewed.

To convey the rich history we used references and clues in the use of materials, shapes and detailing. Materials like copper, brass, forged- and wrought-iron, combined with Pilsner Urquell’s brand-specific references in the design and explicit attention to the detailing, were used to create a journey of discovery for the consumer.

Craftsmanship
Series production

Craftsmanship

Series production

Essential in the design of the fount are the clues and references in the details. For example; we’ve worked hard to get the craft of a coppersmith into the fount, with its true fineness in the hammering of the copper.

This meant long hours in the workshop, with a hammer and pieces of copper, working towards the desired look and feel.

A big challenge was to realize the authentic, handmade craftsman look-and-feel while using modern-day, cost-efficient production methods. In the case of the fount, the translation to a reproducible manufacturing method was achieved by the use of a specially developed tool, beaten by hand by an actual craftsman.

In each manufactured fount, the surface is slightly different, so each fount is a unique piece. The hammered texture gives the copper and the surface an intriguing richness in colour, tones and shading.

Craftsmanship

Craftsmanship

Essential in the design of the fount are the clues and references in the details. For example; we’ve worked hard to get the craft of a coppersmith into the fount, with its true fineness in the hammering of the copper.

This meant long hours in the workshop, with a hammer and pieces of copper, working towards the desired look and feel.

Series production

Series production

A big challenge was to realize the authentic, handmade craftsman look-and-feel while using modern-day, cost-efficient production methods. In the case of the fount, the translation to a reproducible manufacturing method was achieved by the use of a specially developed tool, beaten by hand by an actual craftsman.

In each manufactured fount, the surface is slightly different, so each fount is a unique piece. The hammered texture gives the copper and the surface an intriguing richness in colour, tones and shading.

In a world of compromise, where corners are cut and quality is diluted in the pursuit of efficiency, Pilsner Urquell refuses to compromise.
Designing ‘perfect serve’

Designing ‘perfect serve’

As well as attempting to create an iconic design for the fount, we’ve paid a lot of attention to the beer drafting ritual. We created the ‘perfect serve ritual’ that elevates the customer experience and illustrates the care for the quality of the Pilsner Urquell beer. Some key elements in this ritual are:

An integrated temperature gauge, indicating the specific drafting temperature range to the bar owner and consumer, that guarantees optimal beer quality.

An integrated glass-rinsing unit that cleans and cools the glasses. This provides the right serving temperature for the glass, which ensures a good beer-foam head. In addition, we’ve designed the spout and handle, inspired by the authentic Czech sideways movement of drafting a beer.

Fount, spout and the ‘perfect serve ritual’ ensure a special and memorable experience.

Designing ‘perfect serve’

Designing ‘perfect serve’

As well as attempting to create an iconic design for the fount, we’ve paid a lot of attention to the beer drafting ritual. We created the ‘perfect serve ritual’ that elevates the customer experience and illustrates the care for the quality of the Pilsner Urquell beer. Some key elements in this ritual are:

An integrated temperature gauge, indicating the specific drafting temperature range to the bar owner and consumer, that guarantees optimal beer quality.

An integrated glass-rinsing unit that cleans and cools the glasses. This provides the right serving temperature for the glass, which ensures a good beer-foam head. In addition, we’ve designed the spout and handle, inspired by the authentic Czech sideways movement of drafting a beer.

Fount, spout and the ‘perfect serve ritual’ ensure a special and memorable experience.

Team

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