Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Union beer is one of the most iconic brands in the Slovenian market. The brand has a long tradition in Slovenia and the region, it has very recognizable and strong brand elements, and it is loved by consumers. But Union beer needed to answer to the market challenges and consumer needs and to set a new story for the digital age. The mission was to develop new communication and visual identity of the Union beer, Pivovarna Laško Union core range (lager, non-alcoholic and unfiltered beer). The identity needed to reflect a new brand and portfolio strategy, as well as to explore the inner strength and to find a way to reconnect with consumers.
“Immediately after I took over Union brand team in summer 2019, I started digging into the brand to get to know it better” – said Ajda Jurkas, senior brand manager and project lead from Pivovarna Laško Union. “We dedicated almost 2 months to deep-dived into market and brand data, we asked research agency for support, we talked to consumers, how they all see Union brand, does Union still have unique positioning, unique identity. The outcome was that Union is a very strong brand, with very recognizable elements of the visual identity, however, the brand uniqueness and Union dragon began to fade and were not reflecting the power that the brand had in its essence. Startaparat’s team brought back “the Union” dragon, that has been depicted on the products for more than 50 years. And they managed to blend it nicely into the whole visual storytelling, which carries the rich heritage and at the same time modernity of the brand. Feedbacks from consumers are super positive, better than we expected if I am honest.”
“The best way, to reconnect and to find out who we are, is to take a deep look into ourselves, right? To see where our inner strength lies. This is what our strategic and creative team did. We looked deep into Union’s heritage, into its core, and resurfaced and transported the distinctive heraldic and iconic brand elements of the famous beer to a new level. A passionate red, recognizable white Union inscription, and the dragon watching over the brewery and the city of Ljubljana. All those elements gave a fresh and dynamic look to the brand and showed that although rooted in its past, Union is looking bravely into the future” added Sanja Petek Mujačić, co-founder of Startaparat and director of Zagreb office.
As a result, with a new creative platform of the local favorite, the dragon’s power coming from the Ljubljana’s brewing masters is awakened and it is delivering Union’s unique experience in every sip to its beer-drinking fans.
And now, there is nothing else to do but… to raise our glasses high!
Pivovarna Laško Union is a member of Heineken Company.
The project was created in collaboration with Octopus Ink.
Startaparat is an innovative communication company – the full circle creative and strategic unit – supporting startups and corporates in innovative communication solutions, organizational culture design, and digital transformation processes. Combining this extensive knowledge of communication, branding, digital business, and technologies, and human resources with strategic thinking and out-of-the-box creative solutions, we have grown to an international collaborative network of professionals.
Startaparat was founded in 2017 in Vienna, and today we also have offices in Zagreb, Johannesburg, and Dubai.