VML and Bavaria Smalt ready for a fresh start with a fresh look

Antwerp, 5 November 2024

Bavaria is mainly known as a beer brand in our region, but the popularity of Bavaria Malt — refreshing malt-based drinks — is growing in the Middle East and Africa. VML was commissioned to breathe new life into this brand and appeal to a new, younger target group. The result is a complete makeover where everything was revised except the drink itself. With a completely new identity and name, the brand is ready to conquer the market. ​  

Dynamic fruit cross-sections underlie the new distinctive style. For each flavor, the main ingredient was translated in a fresh way into unique icons. These shapes are always combined with subtle grain symbolism, a nod to Bavaria's roots. For the logo, a liquid font was developed that “waves” around a malt symbol. With this pared-down visual identity, VML emphasizes the refreshing taste of the drink. 

A new identity, a new name

Another important part of the rebranding is the name change. Bavaria Malt becomes Bavaria Smalt. Bavaria Malt is a refreshing soda with malt as its unique ingredient. A subtle but clever change that illustrates the transition to a more emotional and distinctive brand. Moreover, it is a name that intrigues without denying the drink's authentic origins. The new name also immediately served as inspiration for the new baseline; Sgood. ​ ​ 

Design based on content and research

Before the agency sat around the design table, the essence of the brand was first sought through strategic analysis and market research. Bavaria Smalt was seen as a drink so surprising and refreshing that it translates to "contagious goodness". VML therefore created a unique style under the motto “intrigue and invite,” which inspires a great deal of curiosity to taste the drink. ​ ​ 

Much more than a design makeover

To reinforce the new identity and break the attribution with beer, VML went a step further. Goodbye old-fashioned 'thick can'. Welcome contemporary 'sleek can'. Together with CBA Design, VML also developed a completely new bottle design and introduced its own glass. Every detail contributes to the new, fresh look of Bavaria Smalt. With the new identity, the brand is ready to appeal to a wider and younger audience and to conquer new markets. Starting with growth markets such as the Middle East and Africa. 


CREDITS 

Client: Bavaria Smalt
Client contact: 
Kristof Ampe, Tom Robberechts, Tim Schnitzler
Agency: VML
Chief Creative Officer:
Klaartje Galle
Executive Creative Directors:
Kasper Janssens & Arjen Tarras, Kristof Snels
Creation: Tomas Van Loon, Patrick Vermeylen, Dennis Vandewalle
Account team: Pieter Van Schil, Molly Waeytens
Design: Davy Dooms, Tom Kruijzen, Jeffrey Uten, Tom Besters, Mona-Lisa Venlet
Strategy: Tom Vingerhoets, Mustafa Al-Haideri, Dimitri Mundorff, Jan Bouts, Goedele Pyck, Andreas Gregoras
DTP: Anja Van den Broeck, Jan-Bart Debruyne
Agency Production: Ingeborg Van Hoof, Caroline Van Ranst, Thomas Anthoni
Motion Design: Mikael Naudet, Andreas De Ridder, Karel Van Gucht, Lucas Van Orshaegen
Sound Design: Menno Van Riet
3D Design: Artbox Amsterdam
Bottle Design: CBA design

 

 

 

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