ABOUT

The bold identity for Jubel challenges - and cuts through - the look of the beer category with a design as refreshingly different as the product to propel the brand into the future.

Looking to create brand distinction for its natural peach lager and carve out a new area on shelf in the beer market, Jubel approached Pearlfisher to develop a creative and strategic positioning to expand the brand, and broaden its relevance and appeal from a niche following to a more universal, iconic proposition.

One big, bold idea – ‘Off piste’ – captures the central idea of breaking the mundane and taps into a more emotive and contemporary lifestyle experience. This is carried into the ‘cut’ device of the new brand identity, symbolising the flavour cutting through the beer, and communicates the idea of ‘beer done differently’ to create the right opportunities for growth and to appeal to audiences looking to think, behave and drink differently.