PROUD BEER

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New generation Czech lager

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For Proud, a fresh brand from Plzeňský Prazdroj, we designed the full packaging system for both bottle and can. The brief was to create a standout identity for a modern Czech lager, lighter in taste, lower in alcohol, and crafted for a younger, style-conscious audience.

 

At the heart of the design is a custom ambigram-style logo that reads the same whether the bottle is upright or upside down, reflecting the carefree spontaneity behind the brand's "Turn the Tide" campaign. The wave graphic adds movement and a subtle nod to refreshment, while the minimalist layout keeps the focus on clarity and confidence.

 

The result is a contemporary look that feels fresh in hand, stands out on shelf, and works seamlessly across social content and real-life moments.

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