Ursus, part of the SABMiller portfolio, is a brand that crystallises the Romanian spirit and has grown to a well-known and respected beer brand.
Rory Fegan, Pearlfisher senior strategist, described the strategic approach: “Our goal was to create a stronger, more engaging relationship between the Ursus brand and consumers, firmly cementing their premium position as the ‘King of beer in Romania’, while highlighting the innovative nature of the brand. Our expertise in understanding local markets and marketing challenges was key in the success of this project. By understanding what is truly unique about Romania, its consumers, culture and Ursus we managed to define the next episode in the story of this iconic beer brand.”
Sarah Cattle, Pearlfisher creative director, said: “We created a unique graphic and structural design that is strong, progressive and masculine. The new structure features the bear claw marks on the sides of the bottle adding more character and texture and creating an innovative grip area that enhances the consumer experience.
“Ursus’ new, iconic packaging identity and innovative structural design celebrates national pride and achievement and creates a new consumer experience taking the brand to an entirely new, more premium, level.”
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