Tyskie Pokolenie

From generation to generation – Tyskie brings people together.

Background

As part of its “We’re on first-name terms” brand platform, Tyskie launched a seasonal campaign called “Generations.” The goal was to engage a wide range of consumers and show that closeness can transcend age, bridging friends, families, and colleagues through shared moments.
Challenge

How do you visually represent generational diversity on Limited Edition packaging that must stand out on shelves, yet remain consistent with Tyskie’s brand identity?
Insight

Every generation has its own cultural codes, but the desire for connection, fun, and shared celebration is universal. By showcasing differences, we highlight common ground.
Solution

We created four unique cans, each representing a different decade – from the neon '70s and punk-inspired '80s, to the freedom-filled '90s and digital 2000s. Classic Tyskie elements like the crown and banner remain, but each is customized to reflect the visual language of its era. The result is a series of limited edition cans that spark nostalgia and connection – proving that “From generation to generation, we’re on first-name terms.”

Mamastudio for Tyskie

Strategy

Marcin Jurczak
PM

Piotr Ręczajski
Creative Direction

Jacek Walesiak
Marcin Jurczak
Piotr Ręczajski

Design

Zuzanna Charkiewicz
Sylwia Serek
Jacek Walesiak
Katarzyna Wojciechowska
Kierownik marki Tyskie

Wojciech Szerszeń
Kierownik ds. rozwoju identyfikacji wizualnej marek

Filip Opic
Photo

Zuza Krajewska