Finnish brewery Sinebrychoff rebrands flagship beer to 'make the safe choice sexy again'
Finnish Brewery Sinebrychoff has rebranded its flagship beer Koff as it looks to compete with the rise of craft beers and make the 'safe choice sexy again'.
In Finland Koff beer is widely known as the country's 'first' beer but the brand has struggled in recent years to attract loyal consumers.
The brewery tasked Taxi Studio with the challenge, giving the agency's brief to clean up Koff's brand architecture to differentiate its taste and benefits and refresh the core brand identity and pack designs to make it feel cooler for sociable, city-living consumers.
In response, Taxi Studio focused around bringing Koff’s well-known horse logo to life, while the can design itself was stripped back to basics, and the brand's red colour refreshed to deliver a modern, bold design.
Jonathan Turner-Rogers, associate creative director at Taxi Studio, explained the new look: "The quality and heritage of Koff is clearly defined by the founder’s signature and craft beer credentials. With a new strategy and identity in place for the core Koff brand and line extensions, we’re now working with Sinebrychoff to create a suite of exciting sub-brands."
In line with Koff’s sporting tradition, its new brandmark will also feature on the jerseys of the Ilves and HIFK ice hockey teams.
Johan Jakobsson, marketing manager at Sinebrychoff, added: “We are delighted with and excited about Taxi Studio’s redesign. They’ve sensitively evolved our flagship beer, respecting its strong roots and long history, and it now feels fresher than ever. We’re extremely confident that this iconic new design will help Koff become a commercial success in 2016 and beyond.”