Brandient repositioned Silva, a beer brand in Heineken Romania’s portfolio
Brandient repositioned Silva, the crown jewel of Heineken Romania’s portfolio, a beer brand deeply respected, born in Transylvania and with a 40 years old history.
Inspirited by its heritage, Silva embarks on a quest to reinterpret old recipes and create new ones, challenged by its will to better serve the modern consumers’ expectations — and it’s launching a collection of three different authentic local craft-quality beers: the new “Mandra Romaneasca” — a creative Romanian Pale Ale, the savory improved flavor Premium Blonde Lager — “Blonda Desavarsita”, and the famed crafted Strong Dark Lager — “Neagra Legendara”.
In this context, Brandient has been commissioned by Heineken Romania to advice on the repositioning job, while redesigning the new range.
Admitting that repositioning a product into an adjunct category means to create a new or a collateral territory of associations specific to the consumer behavior into the respective new category, the findings of the strategic research were optimistic, rewarding and beneficial to the scope of work. Based on the new strategic route, SILVA is an Authentic Romanian Craft-Quality beer brand. The brand is rooted on its past and is inspired by its future, so the slogan “New beer, old love” evokes a mature promise in a heartfelt and witty manner.
The aesthetic of the new SILVA packaging is a demonstration of Heineken’s commitment to excellence in design and branding, a step forward from the dogmatic approach of industrial beers. The new design conveys the true Transylvanian spirit of the brand identity — under a stylistic treatment of craftsmanship, a declaration for local nature, mastery and tasty genuine beer. The brand appears Strong, Simple and Modest.
The Brandient team also crafted the brand’s visual platform and the brand fundamentals.