Premium Indian brand unveils new look
Cobra Beer is launching a full brand redesign this month to emphasise both Cobra’s premium positioning and world beer credentials, whilst retaining its Indian heritage. The redesign includes an updated Cobra brand identity and new primary and secondary packaging.
New beer packs and free standing units are being introduced at an exciting time for Cobra Beer which will also see the release of modern and sophisticated new glassware in November.
Originally imported from Bangalore, Cobra is brewed to a traditional Indian recipe with a modern twist for an extra smooth taste. Only the finest ingredients are used including rice, maize and a little less gas to create a uniquely smooth taste, quite unlike any other beer. The redesign establishes Cobra as a leading world beer, signalling the brand’s commitment to quality and consistency. Cobra is already well known as the perfect accompaniment to Indian cuisine and this new look reaffirms that Cobra is a beer that can be enjoyed on any occasion.
Lord Karan Bilimoria, Founder and Chairman of Cobra Beer said: “Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award winning beer. It is an exciting time for Cobra as we start our journey to lead the Molson Coors World Beer Category and ultimately become a top ten brand in the UK.”
In research consumers perceived the new look Cobra as being more premium, stylish and modern and, importantly for Cobra customers, are more likely to purchase Cobra as a result.
The Cobra redesign was completed by brand and product design consultancy Echo who were appointed in January 2011 after a two-way pitch.
Nigel Ritchie, Creative Director at Echo adds: “Cobra is such a well known brand but is almost exclusively associated with Indian restaurants. Cobra is now on a journey to make its presence felt in both the on and off- trade and the new design will contribute significantly to this. As befits a world beer from India it looks dramatically different to everything else that’s out there.”
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 appearing subtly 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 cleverly divide the pack. The upper part emphasises the refreshing qualities of the beer with the introduction of the flowing liquid image, whilst the darker colours of the lower half communicate its fuller flavoured characteristics. The partially exposed bottle with the distinctive embossing adds a sense of mystery so closely associated with India.
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Notes to Editors
For further information, please contact:
cobracorporateteam@redconsultancy.com
0207 025 6500
About The Cobra Beer Partnership
The Cobra Beer Partnership is a joint venture company that combines the brewing, selling and marketing expertise of the highly successful international brewer Molson Coors, with Cobra Beer’s iconic brand and strong presence in ethnic restaurants and off-trade. Formed in May 2009, the Cobra Beer Partnership is chaired by Cobra Beer’s founder, Lord Karan Bilimoria with the day to day operations managed by Molson Coors (UK).
First imported into the UK from Bangalore in 1990, Cobra Beer is now one of the strongest and best known brands in the world beer category. Originally imported from Bangalore, Cobra is brewed to a traditional Indian recipe with a modern twist for an extra smooth taste and is a great addition to the UK’s most diverse beer portfolio at Molson Coors (UK & Ireland). Cobra Beers are also one of the most highly awarded. In the Monde Selection, one of the most prestigious quality awards in the world for beer, Cobra Beers have been awarded a total of 55 Gold medals since 2001. 2011 is the 50th Anniversary of Monde Selection and this year Cobra Beer was awarded 4 Gold medals for Cobra Beer (bottle and keg), King Cobra and Cobra Zero.
About Molson Coors Brewing Company:
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through Miller Coors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com.
In the UK, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp’s brewery in Rock, Cornwall. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.
About Echo Design:
Echo is a design consultancy that specialises in bringing brand and product together through graphic and structural design, innovation and branding.
Founded in 2004, Echo’s clients include Molson Coors, Unilever, O2, Nestlé and Coca-Cola.
For more details about Echo, please contact Rachel Donachie, Senior Marketing Manager on 020 7647 8370 or email rachel@echobranddesign.co.uk