Tyskie Mundial

Football emotions captured in a can.

Background

Global football tournaments are among the most important communication moments for beer brands. The emotions, shared viewing rituals, and fan culture naturally create a space where brands aim to become part of the consumer’s sports experience.
Challenge

As the brand was not an official partner of the 2026 World Cup, it could not use the tournament’s official branding or direct references to the event. The challenge was to design packaging that would instantly evoke football emotions while remaining visually independent and legally safe.
Insight

The strongest associations with the World Cup do not come from official logos, but from the emotional landscape surrounding the tournament: national flags, colorful crowds, and fans from around the world united by football.
Solution

For this limited edition, we deliberately moved away from one of Tyskie’s strongest visual assets: the iconic red stripe beneath the logo. In its place, we introduced a dynamic pattern inspired by national flags and the vibrant energy of football crowds. The result was a bold visual system that immediately evokes the atmosphere of global football while remaining entirely independent from the tournament’s official identity. This allowed the brand to authentically become part of the World Cup experience without relying on official event branding.

Mamastudio for
Kompania Piwowarska

Mamastudio team

Marcin Jurczak, Jacek Walesiak, Piotr Ręczajski, Ronald Trei
Motion

Łukasz Podolak
Photography

Zuza Krajewska