Skol new package
Skol is a beer brand owned by the Danish company Carlsberg, licensed to be manufactured in Brazil. Its name comes from the Swedish word skål, which means "bowl"; common expression that precedes gifts. The brand is the most valuable in the segment in the Brazilian market, valued at 8.146 billion dollars, and maintains the position of the most valuable brand in Brazil since 2013, according to consultancy Kantar. Skol is also the fifth largest segment in the world.
Challenge Align Skol's body and soul. In order to reflect your young, dynamic and disruptive soul. Build a graphic system for the brand as a whole, aiming to have a visual structure that will derive for all lines of its products. Pilsen, Hops, Pure Malt and derivatives. This was Tátil's challenge to redesign the most appreciated beer packaging in the country. They should be key moments in communicating the universe of values and sensations that the brand represents. SolutionIt was a work of pure immersion in the main moments of connection of Skol with its public, understanding what was the representativeness of the brand and what type of emotion it should create. The new packaging valued the main visual assets of the brand: yellow and arrow, and the aesthetics of glass of beer. In addition, we retrieve the "round drop" because it is a strong concept and able to express the functional and emotional attributes of the product.results. Our choices have ensured a more current look for the brand, suitable for your audience and with a huge strength in the POS. We managed to reflect the Skol attitude also on the packaging. And all this without giving up the brand recognition, which according to surveys, was even more immediate than the previous packaging.
SHORTLIST 13ª BIENAL BRASILEIRA DE DESIGN GRÁFICO
We developed the packaging inspired by the perfect glass of beer in Brazilian bars, 2 foam fingers became not only what happens in the glass but also in the packaging.