Beck’s Beer – Branding the Disco

And now the first ‘commercial’ post. This is from the time I’ve worked at Publicis Serbia. The task was to brand a popular disco club, connect the beer brand with the music and dancing, thus differentiating it from the competition. So key concepts were: fresh, young, cool and modern.

I liked the idea of making a series of panels – different stuff connected by the same concept and yet not get boring and repetitive. There was also an issue of localizing the brand flavor – in most cases, global Beck’s campaigns had black background with somewhat gloomy look. The client didn’t like black, but I did. I wanted to prove my point – black doesn’t necessarily mean bad. Quite contrary.

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