Cheeky Blonde premium lager packaging redesign by Percept in Sydney. The aim was to increase retail sales in Australian liquor stores.

Case Study

After 4 years in Australian retail stores, Cheeky Blonde was looking to refresh their image in the market which had become saturated with competitor blonde beers.

Sydney’s Percept Brand Design were approached to redesign the packaging and label design for this premium beer product.

Strategically, Percept believed that more focus should be on the word Cheeky which is ownable to their brand. And hence, less priority should be on the word Blonde which is common to all beers in this market segment.

The resulting typographic solution satisfies this theory and has been hand crafted to give the brand a boutique feel. We wanted the consumer to believe that a lot of care had gone into the contents of the bottle.

The typography itself also displays a cheeky character and shows that this is a brand and product with true personality.

Effort was also made to ensure that the typography was working as hard as it could with the limited real estate available. Our opinion was that each individual element needed to be much stronger than it was on the original label and when combined, the new label as a whole packs a bigger punch.

Whilst the client’s requirements was for the illustration of the girl to be retained, we ensured it was simplified, made smaller and knocked back in a monotone silver foil treatment. The reason for this was to elevate the beer packaging to a more premium positioning than what it was previously.

Subtle banners and ribbon devices have also been used to compartmentalise the information. At the same time they also add to the premium feel of the packaging.

The colour palette was also stripped back. The gold was changed as we felt the yellow gold felt a little tacky.

The final product is a redesigned package and label that is more premium, simple and confident than before. Both the client and Percept are happy with the outcome.

More importantly, from a retail point of view, our client tells us that this alcoholic beverage product has seen a spike in sales since the redesign of the packaging to the more premium positioning.