Žatecky Gus

Žatecky Gus: A Restyling with Respect for Tradition

Heads branding agency has developed a refreshed packaging design for the leading beer brand in the Kazakhstan market. The restyling aims to give the brand a modern look while preserving its recognizability and traditions.

Since its launch, “Žatecky Gus” has gained the love and trust of customers in Kazakhstan. However, over time, it became clear that changes were needed to meet evolving consumer preferences and highlight the outstanding quality of the product.

We delicately reworked the design, retaining the key identity elements that made “Žatecky Gus” a recognizable brand for the audience: the characteristic colors and key details.
This concept was chosen based on consumer testing results – beer lovers appreciated the agency’s delicate approach to working on the brand design.

We improved the readability of the logo while preserving its recognizable style and font.

The packaging is now more readable and free of unnecessary details, making product information more accessible to consumers. This calm and natural design aims to emphasize the quality level of the product.

The goose is no longer a cartoon character, it appears before us as a confident, jovial companion who invites everyone on an exciting journey through the taste of truly good beer.

“Žatecky Gus” remains the same reliable partner in choosing quality beer. The new design, developed by us, aims to reflect the pursuit of perfection for connoisseurs of excellent taste.

Carlsberg Brand Manager Tatiana Yanushkevich on the work on the project:

“In order to modernize the perception of Czech beer and strengthen the brand, it is necessary for the packaging and auxiliary visual materials to improve the message about the product’s properties. The previous packaging seemed outdated, although it was loved by our consumers. With the new packaging, the Gus remains the key distinguishing asset of the brand, but it’s time to move away from children’s cartoons and create a more mature image and atmosphere.The brand is still friendly and relaxed, it doesn’t take life too seriously, but now we can demonstrate this in our activities, not in the packaging.”