Becherovka, the iconic Czech herbal liqueur, has once again been recognized as a national treasure. This time, it’s not just the drink itself but also its unfiltered version that has been awarded silver by the World Brand Design Society.
The World Brand Design Awards are prestigious accolades given annually to agencies, creatives, freelancers, and design teams that excel in exceptional design. An independent jury of WBDA members awards gold, silver, and bronze prizes in three categories: agencies, creative design, and student awards. The winning design for Unfiltered Becherovka, which received the Agency Silver Award, was created by Aliaksandr Sharavarau from the agency Cocoon Prague. „All illustrations on the label, apart from the traditional gold cryptogram, were custom-designed to make the bottle’s decor elegant and appealing to both traditional Becherovka consumers and the younger generation who enjoy exploring new flavors,“ Cocoon commented on their creation.
The biggest challenge was to design a bottle that would highlight the uniqueness of Unfiltered Becherovka while still differentiating it from the traditional herbal liqueur Becherovka Original. The design process went back to the roots of the product’s creation. „We are thrilled with the award and the design itself because it perfectly captures what we envisioned for Unfiltered Becherovka. The iconic flat bottle shape was retained, but the design truly reflects what you will find inside,“ said Radi Uzunov, Global Brand Design Manager.
Due to the absence of filtration, Unfiltered Becherovka has a slightly bolder herbal taste, leading to the choice of natural colors – the amber-brown bottle with forest green accents on a matte beige background clearly define the pure taste of the herbal and spice blend. The simple visual style inspired by apothecary bottles, combined with the iconic Becherovka cryptogram in gold or the „small batch“ inscription, adds to the uniqueness of Unfiltered Becherovka. Tradition with a hint of rebellion – this is how the first unfiltered version of the traditional herbal liqueur can be described.
The final visual concept of Unfiltered Becherovka is not only visible on the bottle but has also inspired other materials such as point-of-sale displays, secondary packaging, and other visual elements for the launch and further communication of this new product.
In conclusion, the recognition of Unfiltered Becherovka’s design at the World Brand Design Awards highlights the brand’s commitment to innovation while staying true to its roots. The blend of tradition and modernity in both taste and design makes this new version of Becherovka a standout in the world of herbal liqueurs.