Viru is a British owned trademark. The beer is brewed and bottled in Estonia and on sale in exclusive clubs and restaurants around the world. Its initial development was ad-hoc and this was reflected in the conflict between label and bottle. The communication stressed a bit of everything and the brand lacked clarity.
Our job was to clarify the positioning of Viru, to define and stress its strengths while discarding everything that didn’t fit the Viru legend. All this without alienating loyal customers of the brand.
We anchored Viru in the art-deco period, emphasizing the uniqueness of the octahedral bottle and created additional suitable design elements. The bottle gained identity, the facing of the label was increased and the surface finish of the glass was improved. The broader story of Viru was illustrated on the new web page.
The overall identity of Viru has now been applied to incorporate 4-packs, cases and on supporting material from coasters to T-shirts. All the point-of-sale material is clearly focused on emphasizing the unique shape of the bottle and stresses the tag-line “Beautiful Beer.”
— Brand Manual
You’ve got to love that tagline.