Karhu Authenticity

Bear Beer
Repositioned

Bear Beer

Karhu is a Finnish beer brand owned by the Sinebrychoff brewery, part of the Carlsberg Group. Karhu, meaning bear in Finnish is renowned for its strong taste.

With growth of a complex portfolio of offerings and in light of a newly defined positioning, our objective was to bring a greater sense of order to the packaging range, make it more impactful and contemporary but crucially make it easy to navigate at retail level. As creative director at McCabe Brands I worked with the team on the design, the positioning and expression of each pillar and guided the implementation to final deliverables. We documented the results in a brand book.

Karhu is a Finnish beer brand owned by the Sinebrychoff brewery, part of the Carlsberg Group. Karhu, meaning bear in Finnish is renowned for its strong taste.

With growth of a complex portfolio of offerings and in light of a newly defined positioning, our objective was to bring a greater sense of order to the packaging range, make it more impactful and contemporary but crucially make it easy to navigate at retail level. As creative director at McCabe Brands I worked with the team on the design, the positioning and expression of each pillar and guided the implementation to final deliverables. We documented the results in a brand book.

Karhu is a Finnish beer brand owned by the Sinebrychoff brewery, part of the Carlsberg Group. Karhu, meaning bear in Finnish is renowned for its strong taste.

With growth of a complex portfolio of offerings and in light of a newly defined positioning, our objective was to bring a greater sense of order to the packaging range, make it more impactful and contemporary but crucially make it easy to navigate at retail level. As creative director at McCabe Brands I worked with the team on the design, the positioning and expression of each pillar and guided the implementation to final deliverables. We documented the results in a brand book.

Karhu is a Finnish beer brand owned by the Sinebrychoff brewery, part of the Carlsberg Group. Karhu, meaning bear in Finnish is renowned for its strong taste.

With growth of a complex portfolio of offerings and in light of a newly defined positioning, our objective was to bring a greater sense of order to the packaging range, make it more impactful and contemporary but crucially make it easy to navigate at retail level. As creative director at McCabe Brands I worked with the team on the design, the positioning and expression of each pillar and guided the implementation to final deliverables. We documented the results in a brand book.

With the new positioning in mind we created more space and therefore gave more importance to the stories of the brand through back of pack stories. Each SKU would have it's own story infusing a sense of story telling into the brand. The bear icon was invested with new relevance and meaning becoming more of a focus and more integrated into the pack design.

Exploration Special Beers
For special beers we created a distinct new design based on the newly created brand identity system. We introduced new colours, a seal and dedicated back of pack stories. With three new propositions the pillar was successfully relaunched.

A Bear Reborn
We developed a new Craft beer proposition for Karhu. We’ve tasked a finnish artists to create a different and contemporary reimagining of the famous and much-loved Bear logo. The colours were inverted leading to a white pack with an overall simple and immediate design. We created a dedicated back of pack story.

Contact:
studio@christophstolberg.com
+44 7944 299 534

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