Efes Light

Efes Light

Efes is the leading beer producer in Eastern Europe. Zeo was asked to rebrand their light beer, create a new identity, packaging along with all the promotional materials.

The challenge was that the new identity had to house the Efes logo, and the packaging had to stay true to the main Efes Pilsen beer brand and packaging. However, the Efes Light designs had to primarily appeal to women, as part of the new strategy.

Zeo designed the new logo with a very young face while staying true to the beer's long heritage. What made the new packaging attractive to a female audience was the background designs on the packaging, which became the main visuals used in promotional materials. These designs and the new silver packaging vs. the old yellow packaging helped create the feeling of lightness.