Appartement 103 was asked to revamp Starapraga Beer’s brand presentation, developing a more modern and masculine image while remaining faithful to the brand’s identity.
Starapraga, owned by the Azerbaijani group Baki Praqa, was suffering from an outdated image, losing its appeal in the local premium market. In order to create a coherent brand image, Appartement 103 worked on the entire range, developing not only the new graphic identity, but also a completely reconsidered bottle shape. The design needed to stand out on store shelves through a clear and assertive visual identity, as well as through a confident bottle shape that would be novel and iconic.
“The lines defining the shoulders of the bottle were raised and the foot of the bottle was given a more solid appearance, accentuating the modern, masculine and confident character of the brand, while reinforcing its elegance and sophistication,” said Appartement 103 creative director Marc Savary. “Every aspect of the label was revamped, from the cutout shape to the logo, brand icon and strong, bright colours, in order to raise the brand’s profile and help its quest for success even further.”
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