Real beer, real friendship and real Turkey. That was the takeaway for Brown&co – The Brand Collective, spearheaded by Dave Brown and Troy Wade, both formerly of Brand Union, alongside David (Bic) Bicknell, co-founder of Tin Horse and Echo Brand Design.
Brown&co (brownandco.co) won the job to create a parent identity for EFES, and then considered how it might be applied across the entire product portfolio of more than 40 SKUs, providing brand cohesion, while still making it easy for consumers to navigate the beer range. EFES wanted to own the color blue as a key equity in the market and needed to be reshaped from a much-loved Turkish brand into a timeless beer icon. And the agency collective had just eight weeks to deliver on the design, artwork and print.