COOLER by URSUS – BRANDNEW

SUMMARY

COOLER by URSUS

Context:

Over the years, flavored non-alco (FNAB) started to register record growth rates, growth coming mostly from strong endorsement of mother brands from beer and the refreshment benefit.

Even though FNAB registered record growth rates, the segment continues to have a low penetration and this unlocks new opportunity for further development.

CLIENT:

Ursus Breweries

BRAND:

Cooler

INDUSTRY:

Beverages / Beer

TASK:

Packaging Design

Packaging:

As FNAB segment was born as an extended range of beer mother brands, the FNAB packs were always a reflection of the beer category with strong beer cues. Over the years there were many facelifts and positioning changes in the FNAB segment, yet the packaging remained strongly rooted in beer which limits the potential of FNAB segment as it doesn’t manage to differentiate.

The players in FNAB were very active - in 2018, Cooler renovated its packaging in order to reflect the new positioning, followed next year by a renovation of Ciuc Radler.

Considering the pivotal role of packaging, since it represent the first contact with consumers, the ambition was to differentiate more versus current competitors in the segment and to take the battle of uplifting the entire segment.

The Brief / The Challenge

Improving the packaging appeal through mouth-watering approach that enhance the taste and refreshment.

The Solution / The Design Concept

A bold new concept that reinvents the FNAB category — one that blends refreshment, flavor, energy, and fun into a single, unmistakable visual experience.

The design captures the refreshing essence of the product through clean, vibrant cues — bold color palettes, fluid composition, and modern minimalism that speaks clarity and thirst-quenching cool.

Flavor bursts through the packaging via rich, expressive fruit visuals and color-coded intensity — instantly communicating taste at a glance.

Energy pulses through the layout: rhythmic arrangements bring movement and dynamism to every inch of the design.

A hybrid between categories, sensations, and styles — a visual statement for a new generation of consumers looking for more than just a drink.