BRAND CREATION   PACKAGING

SAB Miller were keen to extend their mainstream beer portfolio in Russia. The beer was positioned to appeal to predominantly male groups of drinking buddies in a culture very different from that in the west, where much of the drinking was done in the home, or in communal areas outdoors.

In research groups the legend of the Three Knights resonated with consumers. The Knights (Bogatyrs) of ancient Rus, akin to the Knights of the round table, symbolise courage, strength and brotherhood. The packaging design utilised traditional beer language cues in keeping with the mainstream Russian market and appropriate for the target consumer.