Ciuc
Brewing self-expressions
Ciuc is one of Romania’s historical beer brands — brewed at Miercurea Ciuc since 1974, on water straight from the Harghita mountains, part of the Heineken portfolio since 2003. In 2018, Heineken Romania committed the brand to resolutely modern territory, and mandated Brandient with the strategic redesign of the entire Ciuc family.
The consultancy opened with a double reading — brand audit and design audit — to establish what the brand stands for and which of its visual properties carry its equity. The strategy crystallized in the brand idea Brewing Self-Expressions: a beer is both a hedonistic and a symbolic choice, and by celebrating its drinkers’ self-expression Ciuc takes the side of modern Romania without ever verbalizing the claim. A verbal platform and a self-expressive nomenclature for the new tastes completed the strategic layer.
On this foundation, the redesign: the brand’s expression renewed boldly, while the visual properties that make Ciuc recognized at a glance were deliberately protected — a design strategy carried across the whole portfolio, from the core lager through the new specialty tastes to the Radler range, down to the final artwork of every pack.
The redesigned Ciuc anchored the brand’s modern era: a historical brewery reading instantly fresh on the shelf — and unmistakably itself.
Client:
Heineken Romania
Industry:
Food and Beverages
Project type:
Rebranding — Brand Upgrade
Date:
2018
Services:
Brand Audit, Design Audit, Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Packaging Design, Communication Design
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