Kronenbourg has long been a key player in the French beer market. However despite its longevity and success, in 2014 it chose to shake up its product range and introduce a new range of fruit flavoured beers that would appeal to a younger and more experimental generation.
CBA was invited to develop a concept that stepped away from the conventional codes of the beer market and create something that was more representative of the playful and imaginative personality of the new brand.
The logotype and graphics were inspired by a poppy, cartoon universe filled with colour and originality. It was as if ‘K’ had arrived from a parallel Kronenbourg universe that promoted conversation, freedom of expression and optimism in a spirit distinct from its more ‘mature’ elder siblings.
Following the brand’s launch, K by Kronenbourg was awarded in the Branding & Packaging category at the Grand Prix Stratégies du Design 2014.