The challenge was to step away from the conventional codes of the general beer dull market,
and of Kronenbourg masterbrand itself. The concept was to reveal a playful,
imaginative and crazy world that would ignite immediate desire!
The logotype and graphic style are inspired from the cartoon universe: pop and crafted with
originality. They mixed Kronenbourg’s historic icons (heraldry, lion, brand
signature) illustrated with a twist, and simple symbols evoking optimism,
conviviality and sharing (sun, blue sky) The capital letter K, with generous
forms, is written in big on packaging and labelling of the range and helps
consumers navigate through the range with fun.
Le style graphique se poursuit en-dehors des packagings sur tous les supports de communication et de promotion de K by Kronenbourg pour accompagner son lancement.