Packaging designers, Percept, were selected from packaging design agencies across Australia, winning a competitive pitch for the Coopers Brewery, Premium Lager and Premium Light beer range packaging design.
Coopers Brewery wanted expert packaging designers to improve the appeal of their Premium Lager and Premium Light beer, to make them more relevant in today’s competitive market. The main task in this packaging design project was to create new labels for this existing beer range that is sold throughout Australia. The desired outcome was that the packaging design would help boost market-share in a competitive environment of imported and domestic beers.
The aim of the packaging design was to challenge consumers to reconsider Coopers as an option when presented as a choice among both domestic and international premium lager brands available in Australia. This is why they wanted to work with leading packaging designers such as Percept.
Percept was chosen as the successful packaging designers from the packaging design agencies involved in the pitch. After initial concepts were submitted for the packaging design refresh from short-listed packaging design agencies in Australia in this paid pitch situation, Percept was awarded the job.
After assessing the existing products and competitor landscape, packaging designers, Percept, created a fresh packaging design solution that elevates the famous Coopers signature, giving it hero status. The signature is underlined by a metallic foil swoosh and is tied back into the iconic brand family by the familiar cross-hatch pattern detail which appears on other products from Coopers Brewery in Australia.
The new brand-led packaging design, is clean and sophisticated in style and now rivals well-recognised European beer brands. It features strong graphic devices and colour blocking, giving the products cut-through and shelf presence, whilst also achieving positive impact when in the hand of the consumer.
Percept continued as the packaging designers responsible for the roll-out of this packaging design project. This included; bottle labels, crown seal, cans, clusters and cartons as well as promotional cartons for competitions.
Packaging designers, Percept, then went on to create the point of sale material for retail environments, including posters, A-frames, coasters, tap decals and tap talkers.