Książęce
MasS Craft
PROJECT
A popular beer brand had to review its growth strategy due to the rising competition.
challenge
Although the Książęce brand experienced relatively stable growth in 2019, questions arose regarding its uniqueness, consistency of narrative, and overall experience. Additionally, new variants from the competing brand Tyskie entered the market, necessitating a new approach to strategy and portfolio development to ensure that Książęce could maintain its position in the category.
execution
A Distinctive Story
Kompanie Piwowarska asked us to review the brand strategy. The concept we developed focused on creating a cohesive brand image that positions it as the first friendly choice for those looking for an alternative to the typical lager. The portfolio structure and communication were built around ‘beer styles,’ where—contrary to the dominant category approach at the time—the story was not about taste, ingredients, or food pairings, but about the history of a particular style and its associated characteristics.
