A modern-day spin on history, a historical spin on modern days, this was the approach we took when it came to redesigning Corona Alatau beer from Kazakhstan’s Pervyi Pivzavod. For this we had to take a deep dive into history—like, 4th–5th century A.D. deep. We took the aesthetics of that time and organically blended it with the contemporary design standards.

The exquisiteness of our approach lay in the thoughtful attitude toward the existing brand visualization, hence the preserved design continuity. We retained the overall composition and colors, adding more gold and going with a darker, nobler shade of red. For the product name and logo, we used Latin script, since Kazakhstan is currently transitioning thereto. All this helped impart a premium feel to the brand. On Corona Alatau cans, we added an eye-stopper—a red spot shaped like a beer bottle cap—to foster the associations with the product. Meanwhile, the background was based on pictorial motifs of the “Golden Man’s” outfit.

Revamped image – Corona Alatau gained distinctive features that bolstered its position as a national brand. Consumers easily recognize it on store shelves as a national brand, as always, finding in its flavor the lightness they came to appreciate.