Becherovka Unfiltered 2019

Agency: Cocoon Prague
Creative Director: Karolína Bělohlávková
Account Managers: Çigdem Çevrim, Jana Melníková
Brand Strategist: Jakub Plášek
Design Director: Evgeny Razzhivin
Senior Designer: Sasha Sharavarau
Designer: Anna Matoušková
Illustrator: Tania Sharavarava
3D Visualizer: Petr Ludvík
Artworker: Robert Špecian
Photographer: José Sabino
Location: Czech Republic
Project Type: Produced
Client: Pernod Ricard – Jan Becher
Product Launch Location: Czech Republic
Packaging Contents: Herbal Liqueur
Packaging Substrate / Materials: Glass Bottle

The original Becherovka recipe has always been a well-kept secret. The creation and successful production of its first-time-ever unfiltered herbal liqueur can be best described in the claim we developed for this new product: Tradition with a pinch of rebellion. Our visual concept has taken the direction of an absolute celebration of the herbal, traditional, and crafty spirit of this new premium sister of the original Becherovka. The label is inspired by the classical pharmaceutical style of visuality, bringing the uncomplicated feeling and the detailed crafting together in a perfect balance. Matt beige paper underlines the sensation, while forest green is used to replicate the wild, genuinely herbal taste.

The devil is in the detail, and so is the craft. The traditional art of the maker was given tribute to by putting the brand symbol – the cryptogram – in the center. We used golden hotfoiling and embossing for the right stand-out. Monograms of Jan Becher and UNF (standing for Unfiltered) complimented that hero. All the elements were placed in a simple yet detailed graphical composition with the UNFILTERED sign crowning them. The claims „Herbal Liqueur“ and „Small Batch“, which emphasize the uniqueness of the product, were printed in gold. But we did not stop here. A custom-made gift box was designed for influencers and bartenders to introduce this new spirit in a special way.