Agency: Cocoon Prague
Creative Director: Karolína Bělohlávková
Account Manager: Çiğdem Çevrim
Senior Designer: Sasha Sharavarau, Andreea Bora
Illustrator: Petr Menčík, Sasha Sharavarau
3D Visualisor: Petr Ludvík
Artworker: Petr Ludvík
Photographer: José Sabino Jr.
Location: Czech Republic
Project Type: Produced
Client: Jan Becher Pernod Ricard – Becherovka
Product Launch Location: Global
Packaging Contents: Alcohol – herbal liquor
Packaging Substrate / Materials: Glass bottle
Printing Process: Mixed: digital + offset

The Background
It is the ideal situation when you have a product, which is answering the actual market trends. Consumers’ refocusing on naturalness, honest production and low ABV beverages was the perfect milieu for Becherovka LEMOND to be relaunched, boosting sales and winning new consumers.

Becherovka LEMOND – the well-established “younger daughter” in the Becherovka portfolio – is a 100% natural product combining the famous herbal liqueur with real fruit and spice flavours. However, the design did not reflect this, and as it became outdated, it was no longer appealing to consumers. Then, the bottle and identity were redesigned – quite a brave step. Or shall we say steps…

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