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Cobra Beer redesigns with Echo


By The Drum Team, Editorial

October 10, 2011 | 1 min read

Cobra Beer is this month launching a full brand redesign with Echo, including an updated Cobra brand identity and new primary and secondary packaging.

The redesign by brand and product design consultancy Echo aims to establish Cobra as a leading world beer, while retaining its Indian heritage.

Research has found that consumers perceived the new look Cobra as being more premium, stylish and modern and are more likely to purchase Cobra as a result.

The Cobra brandmark has been redrawn whilst the iconic green and gold colours of the overall identity have been retained but enriched. The neck label has also been given added texture with smooth contour lines in the background.

The secondary pack design uses Cobra’s contour shape of the neck label as a primary graphic device to further reinforce Cobra’s uniquely smooth taste and divide the pack: with a yellower liquid image on the top half, while the bottom half is designed to remind of the beer’s Indian heritage.


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