Special Laško Beer

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Agency: Human1st
Creative Direction: Andreja Jež, Boris Balant
Photography: Janez Pukšič
Printing House: Cetis, Slovenia
TV adds Production: Pakt media
Director: Gregor Vesel
Project Type: Produced, Commercial Work
Client: Laško Brewery
Location: Ljubljana, Slovenia
Packaging Contents: Beer
Packaging Materials: Paper, glass, metal

SPECIAL Laško was developed by the Laško Brewery in response to the increasing popularity of craft beers. Human1st developed the entire brand narrative. We included master brewers in the communication, put their signature on the bottle and put a serial number on each bottle. We also designed and developed a new SPECIAL bottle. We designed rules for communicating the brand, made brand book and made an info film about the brand and two TV spots. In designing the label we studied Laško’s label history, and developed a new labelling system for each of the two lines of beers which will join the SPECIAL family. SPECIAL has two lines: Traditionally Brewed (red) with traditional Laško recipes, and New Tradition (white) with new experimental recipes.