A MODERN-DAY SPIN ON HISTORY, A HISTORICAL SPIN ON MODERN DAYS —

this was the approach we took when it came to redesigning Corona Alatau beer from Kazakhstan's Pervyi Pivzavod. For this we had to take a deep dive into history—like, 4th–5th century A.D. deep. We took the aesthetics of that time and organically blended it with the contemporary design standards.

FIRST, WE TOOK THE GOLDEN CROWN

of the “Golden Man”, arguably the most famous archeological find on the territory of Kazakhstan—a nomad warrior from a tribe that once inhabited the country's steppes. To emphasize authenticity, we decided not to limit ourselves to the familiarity of the crown bearing three triangular spikes. We made a point of reproducing the interwoven plant motifs and skyward-pointing arrows, too. And then we supplemented the crown with animalistic ornaments characteristic of nomadic peoples. Finally, we crowned the brand, drawing on the country's historical and cultural legacy.

THE EXQUISITENESS OF OUR APPROACH

lay in the thoughtful attitude toward the existing brand visualization, hence the preserved design continuity. We retained the overall composition and colors, adding more gold and going with a darker, nobler shade of red. For the product name and logo, we used Latin script, since Kazakhstan is currently transitioning thereto. All this helped impart a premium feel to the brand. On Corona Alatau cans, we added an eye-stopper—a red spot shaped like a beer bottle cap—to foster the associations with the product. Meanwhile, the background was based on pictorial motifs of the “Golden Man's” outfit.

REVAMPED IMAGE

Corona Alatau gained distinctive features that bolstered its position as a national brand. Consumers easily recognize it on store shelves as a national brand, as always, finding in its flavor the lightness they came to appreciate.