Jelen Chill is a brand new line of beer with less bitter taste in accordance with the hero product Jelen beer. It was aimed towards younger and urban consumers that are opting for more “drinkable” and lighter beers, without that strong and dominant bitterness. From their point of view, Jelen was perceived as too “heavy” beer for them, and thus Jelen Chill was created in order to push through that barrier. Our task was to visually communicate that trait on the packaging itself.

Second challenge that lied before us was the fact that the main target group also perceived entire Jelen range as old fashion and not too “lifestylish” for their taste and their habits. The same thing we faced when we were redesigning the Jelen main line, we had to make it more approachable to all those who are making their choices on the cultural and lifestyle basis. If Jelen Pivo was stripped to its essence, Jelen Chill was supposed to be stripped, and then dressed in the smoothest and sleekest “clothes”. We wanted to perfectly communicate the freshness and the lightness of the beer in optimistic, relaxed and inviting manner.

So we came up with the creative solution that says “The beer is light, the taste is smooth and the design is just chill”. The message that would be immediately received by the target group’s lifestyle receptors. Our main idea was to create a design that would evoke the sense of smoothness right from the very first contact of picking up the can or bottle. We aimed to visually deliver all the core attributes of the unburdened but daring beer. We couldn’t convey our vision of the smooth design without having the right material on which it would be depicted. That is the reason why we opted for the metalized label, to create the complete look & feel of sleek and smooth metal surface.

We also had in mind that since their massive expansion on the market, craft beers have a strong impact on all other beer categories, premium and commercial, likewise. So we decided to implement certain elements of the craft beers and logically apply to the identity of Jelen Chill in the form of a short brand story. It was an additional lifestyle approach that would meet the expectation of the main target group.