Birell - Putting bounce into Birell’s brand world

We evolved and modernised the brand world for Birell, the best-selling non-alcoholic beer (NAB) in the Czech Republic.

Having led the NAB category for more than 30 years, Birell’s success was coming under threat from cheaper, new-to-market competitors. So we refreshed and modernised the visual identity, creating a suite of clear and coherent brand DBAs that were full of fun and vitality but still retained the brand’s premium credentials.

Springboarding from a new ‘open-minded’ brand purpose, Birell wanted to both stand-out and stand for something deeper, connecting with drinkers on a more emotional level. A new logo was created which freed itself from its traditional enclosure but mirrored the original shape. The wordmark was given added bounce with crafted letterforms that captured the personality of the brand. A new flexible design system was created to amplify the positivity of the arc shape.

Alongside the logo elements, a rich blue was used in a more dominant way to signpost the NAB category, interwoven into everyday lifestyle moments and used graphically in POS and digital. The brand’s sense of everyday joy was also highlighted by a range of lifestyle imagery and typographic executions.