Pravha

IDENTITY DESIGN

After the success of Molson Coors advertising, Staropramen asked VCCP to create an identity for a new Czech style beer brand. They had the name, Pravha. The brief was to create a modern twist on the classic pilsner that’s inspired by the unexpected side of Prague.

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Pravha branding

 

The brand identity for PRAVHA from the brewers of Staropramen was created by Dave and his design team at VCCP.

The twist in the V from the wordmark was to symbolise the different side of Pravha. It's unusual to have a Pilsner with such a light taste. A twist on a regular Pilsner.

We wanted a clean modern logo with a unique visual identifier that sets it apart from other drink brands.

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The Pravha logo sitting comfortably with more established brands. Photography by annalisabruno.com

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This was just one small sample of an extensive set of guidelines. Created to help with brand consistency which helps the brand to onboard partner agencies.

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After the logo was designed we created the badge for the font. It had to contain a lot of elements.

1 - The wordmark

2 - The descripter

 

3 - The halo

 

4 - The horseshoe

 

5 - The copy

 

6 - The alcohol content percentage

 

7 - The Staropramen ripples

 

8 - The Staropramen logo

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The Pravha glass also has a twist and the tower follows the same brand principles.

The pale green colour helped the brand stand out from the competition.