CIUCAȘ – BRANDNEW

SUMMARY

CIUCAȘ

Context:

Even the most important touch point for Ciucaș is the package, the brand faces a inconsistency at AW level due to being developed in different periods of brand evolution: different shades of green, different meadows, different portrayals of the iconic stag.

Ciucaș is leading the economy beer segment, but, the overall beer segment faces a clear tendency of premiumization which affects Ciucaș.

CLIENT:

Ursus Breweries

BRAND:

Ciucaș

INDUSTRY:

Beverages / Beer

YEAR:

Packaging Redesign

The Brief / The Challenge:

Ciucas needs to be competitive and relevant to the consumers who tend to migrate to upscaled brands.

The Solution / The Design Concept

An evolution, not a revolution.

The new design builds on what the brand has already earned — trust, recognition, emotional connection — and refines it with purpose. We’ve created visual unity across the portfolio, bringing consistency while allowing each product to shine.

With a more modern and dynamic approach, the identity is elevated to speak the language of today’s consumers: confident, clean, and clear. The packaging stands out effortlessly, balancing shelf impact with simplicity and clarity.

But above all, we’ve stayed true to the brand’s most essential promise — its deep connection to nature. This comes to life through the bold, expressive use of its core iconographic elements: the logo, the stag, the green, and the meadow. Reimagined with strength and clarity, these timeless symbols now carry even more meaning — reminding consumers not just of what the brand offers, but what it stands for.