What makes one brand the brand? It's the visual and emotional connection with the consumer. What we feel when we use it, and at the end, what we remember when we think of it. Every brand has its unique code. Starting from the logo itself, color code, combination of brand assets, used in such way that only that brand has.
More lifestyle than ever
That was the foundation from which we embarked on to redesigning the visual identity of Jelen pivo. We decided to strip the brand to its essence, to eliminate all those irrelevant and secondary elements that burdened it, making the way for a firmer and stronger connection with the consumers.
Yellow color, black gothic letterings and the stag. Nothing more.
Since Jelen is one of the oldest and the most recognizable brands locally and regionally, we had to come up with the creative solution that would reinterpret all the essential identity elements, without disturbing the brand value. Our creative process consisted of identifying and “pealing off” all those elements and details in visual communication until the essence – yellow color, black gothic letterings and the stag, are the only thing left.
The stag illustration is now more “masculine” and more dominant with its stance, symbolizing the strength of the brand, but also that of an ordinary man – a typical Jelen consumer. The gothic letterings are reimagined to be more simple, direct and applicable. We achieved a perfectly balanced dynamic with the slightly ascending form of the letterings. The special care was dedicated into introducing the right nuance of the yellow color.
We wanted the “yellowest of yellows”
Not too orange and not too lemon, so it is now more lively in branding. The foundation year statement on the packaging is now enhanced in the space that was gained by eliminating all those unnecessary elements. We added a nice tone of contrast in the entire hierarchy with the impactful red color.