Tyskie Sports New Packaging

The modern look has been complemented with the neck label. It is the only one in the Polish beer industry displaying a vertical caption with the brand’s name while the whole bottle is topped with a Crown.

23/10/08 Tyskie beer, leader of the Polish beer industry and a brand for years enjoying popularity among beer lovers all over the world, has changed its label. The change was accompanied by work of illustrious designers, a meticulous search and – most of all – a vision of combining a grand tradition and a modern character.

Tomasz Kanton, brand PR manager at Kompania Piwowarska, explains: "Qualitative research indicated the need for changing Tyskie’s packaging. The former packaging did not stand out from the crowd of the competing brands: an oval label, colours similar to those employed by direct competitors and a non-existent characteristic icon. On the other hand, our competitors have lately refreshed their packaging, making it more attractive. What is more, the consumers’ expectations of packaging are growing. Retaining the existing packaging for too long would have been a step back, accompanied by the risk of the product getting old and losing the consumers’ interest".

A Polish agency BNA was selected to tackle this task.

Marek Rawicki, marketing manager for Tyskie brand says: "The project took us four years, involving several designers from all over the world, including designers working for the biggest global brands. However, the winner was an agency from Poland, knowledgeable about the local consumer’s characteristics, tastes and the nuances of the ‘Polish psyche’. The change is profound but also of evolutionary nature".

The major elements of Tyskie’s refreshed label include the brand’s inherent attributes: the crown, the ribbon and the medals. These symbols have been rejuvenated and made more distinct and modern.

The background for all changes in the refreshed label is the brand’s historical production place, Tyskie Browary Ksiazece (Tyskie Royal Breweries) where everything started. The modern look has been complemented with the neck label. It is the only one in the Polish beer industry displaying a vertical caption with the brand’s name while the whole bottle is topped with a crown to make ‘our best’ beer from Poland more visible on the shelf.