URSUS SPECIALITĂȚI

SUMMARY

URSUS SPECIALITĂȚI

Context:

Ursus, one of the most iconic beer brands in Romania, is refining its presence in the specialty beer segment. This category within the Ursus portfolio had grown featuring multiple brands and sub-brands that often created confusion.

CLIENT:

Ursus Breweries

BRAND:

Ursus (Specialty Beer

Range Extension)

INDUSTRY:

Beverages / Beer

TASK:

Packaging Design

The Brief / The Challenge

The objective was to simplify and clarify the specialty portfolio by consolidating it under one powerful brand, as an extension under Ursus, introducing a cohesive and appealing line of four core specialty beer styles.

The packaging needed to do several things at once:

- Build strong brand consistency with the Ursus identity while clearly signaling that this is a different, more refined experience;

- Facilitate exploration by being easy to decode: style, taste profile and beer credentials should be instantly visible and understandable;

- Appeal to consumers who typically drink premium lagers or imported beers and encourage them to try something new - without feeling lost or overwhelmed.

The design had to strike a balance between premium feel and clarity, all while maintaining shelf standout and reinforcing brand trust.

The Solution / Design Concept

We developed a new packaging concept for Ursus Specialty Beers that centers around clarity, simplicity and confidence. The visual system elevates cues from the Ursus masterbrand, ensuring instant recognition and trust, while distinguishing this range as a step into something more crafted and nuanced.

Each label is designed with a clean, minimal layout that guides the eye naturally, making space for key information such as beer style, taste descriptors, etc. The design architecture is intuitive, helping consumers feel informed and confident in their choice.

Typography and layout are premium and modern, while a simplified color palette and custom iconography add a contemporary, tasteful edge. The overall look is refined but approachable, inviting beer lovers to step beyond lagers and into a broader, richer beer experience - all under the familiar quality stamp of Ursus.