Velkopopovický Kozel, limited edition

Velkopopovický Kozel is a world-famous Czech lager that has been brewed since 1874. Its long history and solid quality gained the country's stellar reputation for classic beer. Accordingly, Kozel's core fans are traditionalists with a fondness for excellence. To attract new audiences, the marketing team aimed to offer something extraordinary while keeping a long-established tradition alive. Thus, we were asked to create a Limited Edition packaging design that guides customers to the Czech brewers' mastership chronicle.

Client: Anadolu Efes

Services: Visual strategy, Art direction, Packaging, Illustration, Copywriting, Photography.

Year: 2012

The inspiration came from the countryside-style brand's identity, where wood is the dominant material. So we imagined the beer can made of solid wood and decorated it with numerous tiny frescoes depicting the brewing process.

It is reminiscent of the wall of an old pub covered with pictures telling the establishment's unique story. In addition, we added the puzzle with a hidden message so the brand could launch a promotion campaign and offer a prize to those able to decode it.

While working on the project, we were focused on authenticity and realism. The final image for the design was burnt into natural wood after numerous experiments with wooden textures and laser settings. In the end, the cans were covered with a matte varnish to enhance the tactile feelings. That is how we turned regular can into a tiny part of Old Czechia. The packaging will undoubtedly become a desirable artifact for beer fan collections.

The commercial success of this Limited Edition was overwhelming and exceeded all marketing plans. As a result, the same can design was adopted in several more countries, and it started the whole Limited Editions series for the next few years.

︎ Dieline Awards 2013
Bronze in Beer and malt beverages

︎ Communication Arts Design Annual 2013
Winner in Packaging design (Food and drink)

︎ Pentawards 2013
Bronze in Beverages (Limited editions)

︎ Art Directors Club Ukraine Awards 2012
Gold in Graphic design (Packaging)

︎ Ukrainian Design: The Very Best Of 2013
Winner in Graphic design (Packaging)