Cobra Beer is launching a full brand redesign this month aimed at emphasising both Cobra’s premium positioning and world beer credentials, whilst retaining its Indian heritage. The redesign includes an updated Cobra brand identity and new primary and secondary packaging.
New beer packs and free standing units are being introduced along with the release of “modern and sophisticated” new glassware in November.
Originally imported from Bangalore, Cobra is brewed to a traditional Indian recipe with a modern twist for an extra smooth taste. The company said that the redesign establishes Cobra as a leading world beer, signalling the brand’s commitment to quality and consistency. It added that Cobra is already well known as the perfect accompaniment to Indian cuisine and this new look reaffirms that Cobra is a beer that can be enjoyed on any occasion.
Lord Karan Bilimoria, Founder and Chairman of Cobra Beer said: “Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award winning beer. It is an exciting time for Cobra as we start our journey to lead the Molson Coors World Beer Category and ultimately become a top ten brand in the UK.”
In research consumers perceived the new look Cobra as being more premium, stylish and modern and, importantly for Cobra customers, are more likely to purchase Cobra as a result.
The Cobra redesign was completed by brand and product design consultancy Echo who were appointed in January 2011 after a two-way pitch.
Nigel Ritchie, Creative Director at Echo adds: “Cobra is such a well known brand but is almost exclusively associated with Indian restaurants. Cobra is now on a journey to make its presence felt in both the on and off- trade and the new design will contribute significantly to this. As befits a world beer from India it looks dramatically different to everything else that’s out there.”
The Cobra brandmark has been redrawn whilst the iconic green and gold colours of the overall identity have been retained but enriched. The neck label has also been given added texture with smooth contour lines appearing subtly in the background.
NamNews - Thursday 13th October 2011