Tyskie Zero

Tyskie Zero

Background

Tyskie is the largest Polish brand* in the beer category – a segment currently undergoing a major transformation driven by social trends, evolving consumption patterns, and the rapid growth of non-alcoholic alternatives.
*(brand equity)
Challenge

How to convince the brand’s core target audience – the so-called "regular guys" – that non-alcoholic beer is still real beer, and choosing this option does not exclude them from the traditional, masculine world?
Insight

The most common reason men reach for a non-alcoholic beer is that they are driving. Recognizing this, we focused on a straightforward message tailored to drivers: "Driving? Choose ZERO!". The next step was to extend this campaign concept to the packaging and the overall visual identity of the ZERO variant, utilizing visual codes that resonate with any automotive enthusiast.
Solution

We decided to revamp the branding of the ZERO variant, clearly differentiating it from the core alcoholic product, Tyskie Gronie. We introduced a dynamic, slanted logo and emphasized the ZERO branding using styles reminiscent of rally racing numbers. Additionally, we incorporated visual elements associated with engine power and tachometer displays. The entire campaign was backed by endorsements from renowned Polish rally drivers, Krzysztof Hołowczyc and Adam Małysz.

Mamastudio dla Tyskie

Creative Direction

Piotr Ręczajski, Marcin Jurczak
Art Direction

Jacek Walesiak
Design

Sylwia Serek, Ronald Trei, Jacek Walesiak
Fotografia

Zuza Krajewska