Pilsner Urquell - Turning the original golden pilsner green

The problem: Pilsner Urquell had a huge range of bottles and cans, each with different labels and logos, and multiple market need states, that couldn’t be recycled efficiently.  

The solution: Purple refreshed the pack design to bring global design consistency, premiumness and sustainability. 

We unified the bottle, can and secondary pack designs, so they looked the same. We elevated the brand’s premium perceptions, with craft and detailing. We made all the packs 100% waste free and 100% recyclable, ditching the aluminium foil and plastic. 

The result is an instantly eye-catching family of packs, with standout premium features, that has turned the original golden pilsner green!