*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Osječko pivo was continuously losing its market share, as it was unable to compete with strong national and international beer brands in a saturated marketplace.
The rebranding turned an old fashioned and weak brand into a brand that unites the tradition and the contemporary so that is more relevant to the young and urban target group.
The results were visible after only five months: the sales grew by 15% and the redesigned bottle became the favorite topic of the young modern consumers through forums, blogs and social networks.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Copywriter: Moe Minkara, Ivan Čadež
Creative Directors: Davor Bruketa, Nikola Žinić
Art Director: Igor Manasteriotti
Designers: Igor Manasteriotti, Mia Marić
Ilustrator: Igor Manasteriotti
Prepress: Marko Ostrež
Implementation: Jelena Mezga