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Grapefruit Signs the Rebranding of the Azuga Beer
Starting this fall, Romanian beer Azuga has a new appearance, created by branding and digital agency Grapefruit. Through the rebranding, the beer of yore becomes today’s “good time” beer, with an enhanced new taste that is highly appreciated by consumers.
Grapefruit developed this project after winning a pitch organized by brand owner—Ursus Breweries. The concept was based on a strategy the agency developed after carrying out a qualitative research in four regions of the country.
The new Azuga packaging prominently features nuncle Tase, an innkeeper from the mountains, who serves beer with the joviality of a good host happy to entertain his guests.
”Tase is a jokester with a contagious laughter, and his inn is a source of simple, daily happiness,” says Ștefan Liuțe, strategy director at Grapefruit.
The four pints of foamy beer allure people to gather and enjoy beer, for good, fun times, and represents a unique image on the local beer market. The label is completed by the slogan “Beer is better when together”.
The vivid colors of the label complement the joie de vivre conveyed by the main character—Tase. Yellow—a solar color that suggests energy, life, optimism and wellness—becomes the centerpiece of Azuga’s color palette, increasing the product’s shelf prominence and differentiation.
”We wanted the new Azuga beer to convey joviality, and Grapefruit’s Tase, the innkeeper, convinced us. And not only us, but the consumers as well, who decided that Tase is whom they’d like to see on the beer label. Also, the new label makes the product more visible on the shelf, another objective we had in mind for this project,” says Ștefan Teodorescu, Group Brands Director, Ursus.
The project team included strategy experts (Ștefan Liuțe, Adriana Liuțe (Todoran), Radu Țoncu, Bianca Dragomir) and designers (Marius Ursache, Cristina Poncu, Dan Munteanu). Working side by side with Grapefruit, the client team included Loredana Atomulesei (Junior Brand Manager), Marian Olteanu (Senior Brand Manager Stejar, Ciucaș, and Azuga), and Ștefan Teodorescu (Group Brands Director).
About Grapefruit
Grapefruit is the most internationally awarded Romanian branding and digital agency, that has developed and transformed some of Romania’s strongest brands in the past 11 years, such as Antibiotice, Azuga, Alevia, Labormed, Mercury 360, Prigat, Transavia, Kober Zertificat, and NNDKP. In the digital domain, Grapefruit has increased the performance of brands such as Dacia, Renault, ING Bank, OTP Bank, Pfizer, Abbott Laboratories, Kanal D, and Connex. With offices in Bucharest and Iași and a team of 23, Grapefruit has a portfolio of over 500 projects and 200 clients in 13 countries and on 4 continents. The agency authoredRomania’s most internationally awarded rebranding project (Labormed). Grapefruit brings a new perspective on branding: brand as interface™ i.e. as an instrument to facilitate and optimize the value exchange between brand owners and their audiences through all of the brand’s touch points—tangible and intangible, in the digital or analogic realm.
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