Designed by Polaris Brand Design & Development, Ukraine.
Hike – is a premium brand of Ukrainian Beer Manufacturer “Obolon”. Consumers of this beer brand are young people who are being ahead of the time. To be interesting for them Hike needs to move, to change and at the same time to maintain it’s own recognizable features.
POLARIS Company has undertaken market research and conducted 2 phases of rebranding.
We added new energy to Hike and made a new positioning with the slogan: Go ahead to impressions! It required the label restyling to show that the brand evolves.
First of all POLARIS changed heraldic sign with ears of wheat by dynamic shield – more strong position. The active orange color of label gave place to golden-orange working better for the beer category. The outline of logotype became more noticeable and confident. Direction of eagle flight became progressive. The attribute of Hike – the wings – is a sign of freedom and an urge toward the new.
The second phase of rebranding strengthened the brand positioning and Hike’s main values. Logo’s font became new and dynamic. Visual noise was taken away. Rebellious spirit of new slogan – Freedom is your way – was conveyed by graffiti. Renewed Hike is the new hero of the new times.