Šariš

THE SPARK OF SLOVAKIA

Identity
Packaging
Brand World
Innovation
Guidelines

We partnered with Plzeňský Prazdroj Slovensko to transform Šariš from a heritage regional brew into a modern national beer brand, reigniting connection with drinkers across Slovakia.

Spanning identity, packaging, brand world and innovation, the bold new design celebrates the spark and spirit in every drop of Šariš.

Balancing respect for history with renewed energy and modernity, Šariš feels refreshed for a new generation of drinkers - a beer that Slovaks across the country can feel proud to choose.

Business Challenge:

Despite rich heritage Šariš had lost relevance with Slovakian consumers. The brand had become associated with price rather than preference, with declining brand strength and reduced visibility in bars beyond Eastern Slovakia.

The brand’s identity and packaging felt dated, and with Czech competitors also gaining ground it lacked the dynamism needed to compete in a modern beer category.

To reverse this decline the brand needed to feel contemporary, distinctive and full of life, while still being recognisably Šariš. It also needed a design system that could support exciting innovation, starting with a craft-led extension using 100% Slovakian hops.

Creative Solution:

We began with the wordmark, crafting a more confident and contemporary expression that strengthens recognition while signalling a clear step forward for the brand.

At the heart of the new identity is the ‘spark’, inspired by the existing caron accent above the ‘S’ of Šariš. We evolved the caron into a bold and ownable brand asset to bring energy, movement and modernity, and as a unifying element across pack and brand world.

The new packaging is clearer, has better standout and is easier to navigate on shelf, arming Šariš to compete more effectively in the national on- and off-trade.

And first to benefit from the flexible new design system is Unikát - the brand’s craft extension, which sits comfortably in the portfolio while having the freedom to express its more experimental, locally sourced character.

The result is a revitalised brand that feels unmistakably Slovakian and confidently modern, reconnecting Šariš with drinkers across the country and restoring Slovakian pride in every pint.