Comprehensive Branding Campaign and Visual Identity for "PIWA REGIONALNE" in Olsztyn

The campaign aimed to establish a distinctive brand image for the "PIWA REGIONALNE" store and company while highlighting its extensive selection of over 300 unique craft beers.

OBJECTIVES:

• Create a new franchise-ready brand,

• Develop a distinctive brand image for the "PIWA REGIONALNE" store and company,

• Enhance brand recognition among Olsztyn residents,

• Emphasize the store's wide selection of over 300 unique beer varieties.

GRAPHIC CONCEPT AND EXECUTION: To build a compelling new brand, we decided to create a beer store identity completely distinct from market competitors. When designing the corporate layout, we creatively drew inspiration from retro and Art Nouveau (Secessionist) aesthetics, combining signature elements of these styles with photo collages and hand-drawn illustrations. As the primary visual motif, we introduced a gramophone (the horn appears in the horizontal logo variant, while a physical gramophone was integrated into the window display). The second signature element was an early 20th-century photograph of a woman; instead of her original hand mirror, we placed a beer bottle in her hand. This aimed to capture men's attention with an intriguing retro look while simultaneously appealing to female customers, who are often overlooked in traditional beer advertising. We also created a series of hand-drawn floral motifs and Art Nouveau frames, which were utilized in the store window design and directional signage.

CAMPAIGN EXECUTION AND STORE VISUAL IDENTITY:

• Designed and manufactured comprehensive store signage, window graphics, illuminated lightboxes, and outdoor feather flags (bowflags). We also participated in the interior space design,

• Produced advertising posters displayed on public billboard pillars and inside municipal buses (autobox format),

• Created promotional flyers incorporating the new corporate layout and store menu,

• Recommended corporate involvement in public events and concerts. We designed promotional banners and bowflags for sponsored events (e.g., at the Czesław Niemen Amphitheatre in Olsztyn Old Town, local music venues, and outside the store),

• Designed a vehicle wrap for the company car and recommended parking it in high-traffic city locations to maximize brand exposure,

• Built a web portal showcasing the product inventory. The website preserved the retro design aesthetic and featured interactive elements and Flash animations. We boosted traffic via a Google AdWords campaign,

• Promoted the brand on specialized craft beer forums (e.g., browar.biz) and established an official Facebook business page.

PROMOTIONAL MERCHANDISE:

• Double-sided pocket calendars,

• Custom fabric beer tote bags with padded compartments for 6 and 9 bottles,

• Bookmarks.

SUMMARY:

• The original visual identity successfully set the company apart from market competitors,

• The "PIWA REGIONALNE" brand achieved strong local recognition in Olsztyn, with high logo and name recall,

• Target consumers received a clear message: "PIWA REGIONALNE" is not just another liquor store, but a destination offering over 300 specialty beers from breweries worldwide. Whether a connoisseur or a casual beer drinker, it is a location worth visiting,

• The website generates an average of nearly 2,000 visits per month through organic search optimization and Google AdWords campaigns.