Karlova Krcma
Brief
The second oldest brewery in the Czech Republic, Podkováň, launched a new line of beers for export. A comprehensive brand development was required: it had to tell the story of the origin of the beer, brewed according to centuries-old traditions.
The brewery was built near the natural springs in Central Bohemia and the first mention of the brewery dates back to 1434.
Decision
In the 60s and 70s of the 19th century, it was supported by the enlightened priest and public figure Karel Winarski, in whose honor the new brand name — Karlova Krčma — was chosen. The rich history of Podkováň laid the basis for this beer brand legend.
With the logo and packaging design, Fabula Branding reflected the origins of the product while adhering to the classic design principles for the category.
The restrained palette, fonts, shapes and graphic elements refer to the beer’s traditional character.
The detailed illustration conveys the authentic atmosphere of a local Czech bar - a place for hearty conversations and good beer. The beers in the product line are customized by the color-coding.
Fabula Branding also developed promotional materials, making the new brand ready for the international market.
