Appartement 103 redesigns Azerbaijani beer Starapraga
Starapraga, owened by the Azerbaijani group Baki Praqa, was suffering from an outdated image, losing its appeal in the local premium market. With the need to refresh and reinforce the brand on the premium beer segment, Appartement 103 was asked to revamp its brand presentation, developing a more modern and masculine image while remaining faithful to the brand’s deep rooted identity.
In order to create a coherent brand image, Appartement 103 worked on the entire range line, developing not only the new graphic identity, but also a completely re-thought out bottle shape. The design needed to stand out on store shelves, through a clear and assertive visual identity as well as through a confident bottle shape that would be both novel and iconic.
“The lines defining the shoulders of the bottle were raised, and the foot of the bottle was given a more solid appearance, accentuating the modern, masculine and confident character of the brand, while reinforcing its elegance and sophistication.
Every aspect of the label was revamped, from the cut-out shape to the logo, brand icon and strong bright colors, in order to raise the brand’s profile and help its quest for success even further” – Marc Savary, Creative Director, Appartement 103.