Cheers to Design

Agency: Pristop;

Client: Pivovarna Laško Union

Award: Silver in the Design category;

BRIEF: In the summer of 2016, beer lovers fell in love with Union Nefiltrirano (Unfiltered) beer - and Union has long been in love with innovation and design. When Union launched the dark Union Nefiltrirano in October, they were looking for impressive autumn activations that would link real life and social media with the red string of beer lovers. At the same time, as they also aimed for a repositioning, they wanted to reach the younger, urban consumer who associates the premium feel of a product with its high quality design.

IDEA: Craft beer lovers are usually enthusiasts of good design and photogenic interiors and events. To unify all these elements – especially the love of design and beer – a manifestation that would satisfy these demanding consumers was required.

IMPLEMENTATION: Four Slovenian illustrators were given the task of creating a special limited edition design for two types of fresh brew.

Anja Šlibar created her interpretation of the Wizard archetype for the dark Nefiltrirano, Primož Zorko turned the light Nefiltrirano into his vision of a Creative, Manca Flajs shaped her view of a Pet on the light Nefiltrirano, and Zoran Pungerčar painted a Warrior on the dark Nefiltrirano.

The creative solutions were also printed on backpacks and t-shirts, which were unveiled at the top fashion event in Slovenia – the Mercedes Benz Fashion Week Ljubljana.

A website was set up featuring all the illustrators and their design solutions. Up till the end of the year, consumers were rewarded with promotional materials, thus engaging users across Slovenia to keep sharing posts, and to enjoy the new look of Union Nefiltrirano.

PROJECT TEAM:

Creative Director: Aljoša Bagola
Art Directors: Matija Kocbek, Vida Igličar
Designer: Vida Igličar
Copywriter: Nina Vidrih
Project Director: Melita Božič
Project Leader: Barbara Orešek