Velkopopovický Kozel is a world-famous Czech lager that has been brewed since 1874. Its long history and solid quality gained the country's stellar reputation for classic beer. Thus, Kozel's core fans are traditionalists with a fondness for excellence.
To attract new audiences, marketing aims to offer something extraordinary while keeping a long-established tradition alive. Thus, we were asked to create a Limited Edition packaging design that guides customers to the Czech brewers' mastership chronicle.
The inspiration came from the countryside-style brand's identity, where wood is the dominant material. We imagined the beer can made of solid wood and decorated it with numerous tiny frescoes depicting the brewing process. It is reminiscent of the wall of an old pub covered with pictures telling the establishment's unique story.
In addition, we added the puzzle with a hidden message so the brand could launch a promotion campaign and offer a prize to those able to decode it.
