Yarpivo

Rebranding of the Legendary “Yarpivo” Brand for Baltika Brewery

“Yarpivo” is a brand with a rich history, sold not only in its home region but also across the entire country. In 2022-2023, the brand presented new opportunities for development and transformation.

To celebrate the 160th anniversary of Yaroslavl brewing, “Yarpivo Parovoe” was launched, brewed using 19th-century technology with high-temperature fermentation. The launch was successful both in terms of communication and commercial results, so it was decided to rebrand the flagship product, returning its name and federal-level fame.

We reinterpreted the visual architecture of the “Parovoe” line, moving away from steampunk aesthetics and focusing on a hero. Our mascot remained the same – a bear, but this is a completely different beast. In addition, the bear is the heraldic symbol of Yaroslavl, featured on the city’s coat of arms and flag. Therefore, we transformed the cartoon character, as it was before, into a dignified bear filled with pride for his native land. It is drawn in a modernized engraving style, as the most appropriate for the character of the brand.

The rich history and traditions are also reflected in the seals: the beer is made from Yaroslavl malt, according to the 1997 recipe, and the plant itself was founded in 1974.

During consumer testing, this design concept received high marks and was launched into production, so it can already be found on shelves in federal retail chains.

As Denis Serov, brand manager of Baltika, notes: “The peculiarity of this project is that many consumers remember the old design well. In the updated version of the label, we needed to preserve the most recognizable elements – the mascot, the color scheme, the name of the variety, and at the same time modernize the design and make it in a unified visual style with Parovoe. We feel like we succeeded.”