Siebert Head creates identity for Zagorka beer

International brand design consultancy Siebert Head has created the new look for Heineken brand, leading Bulgarian beer Zagorka.

The stylish and modern image of the new Zagorka bottle is the culmination of an eight-month project and underlines the brand's market leadership.

Siebert Head's new brand identity for Zagorka includes a new logotype and bottle shape.

The new identity will be rolled out across all of Zagorka's range and marketing activities including advertising, on and off-trade POS materials.

The new bottle design has several distinguishing characteristics, most notably the longer neck and height, which make the bottle look more elegant, and the embossed sign on the "shoulders" which outlines its identity, thus making it more distinguishable.

In addition, the well-defined base expands the bottle's stylish image.

The label with a new graphic design has preserved the brand's distinctive colours - white, green and red, and we have completely redesigned the logotype to emphasise the premium perception and the brand's stylishness.

Zagorka consumers were involved in the design and development process to ensure that their views and aspirations for the brand were fully taken into account and the resulting bottle design has received their enthusiastic approval.

The new bottle achieves the remarkable feat of adding considerable value to the brand, but also reducing commercial and environmental costs.

The new returnable bottle is significantly lighter than the previous bottle so over the production run of over 20 million bottles a significant saving is made in glass and energy costs.

Being a returnable bottle the transportation costs and carbon dioxide emissions are also significantly reduced over the 10-12 times each bottle is distributed and returned to be refilled.

Jan Derck Van Karnebeek, Executive Director of Heineken Zagorka, said: "This is a really great design that updates the brand - at last the content finally found its perfect shape.

"Consumers consider Zagorka to be the best Bulgarian beer and one that easily matches the quality of international brands.

"Beer like this deserves the perfect shape".

Tim Corvin, Managing Director of Siebert Head, commented: "We were briefed that the bottle shape for Zagorka must be contemporary and elegant, as well as differentiating.

"Following our own research into various aspects of Bulgarian life, we created a bottle that takes the form of a taller long neck bottle normally associated with premium international beer brands.

"The design is made unique by its broad rounded shoulders, reminiscent of Bulgarian architecture, and a tapered body raised on a plinth to create a uniquely proud presentation for the brand".

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