The Lech brand, part of the renowned Kompania Piwowarska, is refreshing its positioning, visual identity and creative platform, while encouraging reflection on the pace of modern life. The challenges facing the younger generation, as well as the value of physical reality, become the foundation for Lech's new image.
Lech changes its visual identity
"Young adults in Poland and around the world face many challenges, especially overstimulation, the fast pace of life and the pressure of the digital world. Immersed in the virtual world, they often forget what is important, what is real. What is here and now. As Lech, we want to remind people that it is worth logging off sometimes, taking it easy, slowing down and refreshing your perspective to a slightly lighter one. That is what a brand in line with the NO-LO trend is for - a brand like Lech." - says Tycjan Lewandowski, Premium Brands Director at Kompania Piwowarska.
Lech's new brand manifesto includes a broad 360-degree campaign that begins on 2 April. It promotes not only the refreshed brand vision, but also introduces new packaging, TV transmissions, digital and press advertising, and billboards. The whole is complemented by specially designed outdoor contexts referring to specific places where the Lech brand becomes part of an extraordinary play on words and associations.
Lech refreshes its visual identity in a new campaign
For years, Lech has led not only in creating beer flavours, but also in setting trends in the beer industry. The brand was a pioneer in many innovations, such as introducing green bottles or alcohol-free variants to the market. In addition, Lech revolutionised packaging by introducing an easy grip feature that makes bottles and cans easier to hold.
VML will lead the new campaign
The agency VML plays the leading role in Lech's new campaign, responsible for communication strategy and production of materials. The brand's new visual identity was designed by Wojtek Mierowski and Prism, and the font was created by Mateusz Machalski. Zenith is responsible for media buying, and Cut the Mustard for influencer collaboration. The production of the main ATL campaign materials is handled by Moon Films and Televisor in cooperation with Studio Juice.
Along with the new chapter in the history of the Lech brand, Kompania Piwowarska manifests its commitment to creating products and experiences that not only respond to the needs of today's consumer, but also inspire reflection and encourage discovering the joy of life in the smallest moments.
So let us accept Lech's invitation to seize the moments and break away from the rush of everyday life in order to enjoy life to the fullest.
