Molson Coors Unveils New Look for Cobra Beer

New beer packs and free standing units are being introduced at an exciting time for Cobra Beer which will also see the release of modern and sophisticated new glassware in November.

Oct 12 2011 --- Cobra Beer is launching a full brand redesign this month to emphasise both Cobra’s premium positioning and world beer credentials, whilst retaining its Indian heritage. The redesign includes an updated Cobra brand identity and new primary and secondary packaging.

New beer packs and free standing units are being introduced at an exciting time for Cobra Beer which will also see the release of modern and sophisticated new glassware in November.

Originally imported from Bangalore, Cobra is brewed to a traditional Indian recipe with a modern twist for an extra smooth taste. Only the finest ingredients are used including rice, maize and a little less gas to create a uniquely smooth taste, quite unlike any other beer. The redesign establishes Cobra as a leading world beer, signalling the brand’s commitment to quality and consistency. Cobra is already well known as the perfect accompaniment to Indian cuisine and this new look reaffirms that Cobra is a beer that can be enjoyed on any occasion.

Lord Karan Bilimoria, Founder and Chairman of Cobra Beer said: “Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award winning beer. It is an exciting time for Cobra as we start our journey to lead the Molson Coors World Beer Category and ultimately become a top ten brand in the UK.”

In research consumers perceived the new look Cobra as being more premium, stylish and modern and, importantly for Cobra customers, are more likely to purchase Cobra as a result.

The Cobra redesign was completed by brand and product design consultancy Echo who were appointed in January 2011 after a two-way pitch.

Nigel Ritchie, Creative Director at Echo adds: “Cobra is such a well known brand but is almost exclusively associated with Indian restaurants. Cobra is now on a journey to make its presence felt in both the on and off- trade and the new design will contribute significantly to this. As befits a world beer from India it looks dramatically different to everything else that’s out there.”

The Cobra brandmark has been redrawn whilst the iconic green and gold colours of the overall identity have been retained but enriched. The neck label has also been given added texture with smooth contour lines appearing subtly in the background.

The secondary pack design uses Cobra’s contour shape of the neck label as a primary graphic device to further reinforce Cobra’s uniquely smooth taste and cleverly divide the pack. The upper part emphasises the refreshing qualities of the beer with the introduction of the flowing liquid image, whilst the darker colours of the lower half communicate its fuller flavoured characteristics. The partially exposed bottle with the distinctive embossing adds a sense of mystery so closely associated with India.