Marketing

Premium Indian brand unveils new look in Ireland

Cobra Beer looks set to reap the rewards of a full brand redesign in Ireland this month

CobraCobra Beer is launching a full brand redesign in Ireland this month to include 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. Ingredients included are rice, maize and a little less gas to create a uniquely smooth taste. The redesign establishes Cobra as a leading world beer, signaling the brand’s commitment to quality and consistency. Cobra is already well known as a good accompaniment to Indian cuisine but 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 brand in Ireland.”

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 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.

Sign up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's Free