From CBR to Ursus Breweries. Branzas realizes the rebranding of the “Compania de Bere România”, member of SABMiller Plc.

After having achieved 3 brands of the portfolio of the ancient Romanian Beer Company, Ursus, Keller and Ciucaş, Branzas was commissioned to confer to the umbrella brand the pride and passion of nearly 130 years of experience.

The objective was an expressive brand, which inspires in the insight and bears an efficient dialogue at the outside. While a name like CBR represented too less for the employees and said too less to the market, Ursus Breweries appeals to the tradition by using Ursus values, to the passion of the brewery art and to the international experience, through the connection with SABMiller holding and the use of an international language.

Although linked to Ursus brand, by name and by chromatic choice, Ursus Breweries remains an individuality which distinguishes by the force of a corporation brand. For brand’s visual identity we choose a stylistic and chromatic combination which expresses pride, stability and force on one hand, and passion, authenticity and tradition, on the other hand. “Ursus Breweries represented an interesting challenge to say tradition without suggesting conservative, passion without suggesting ephemeris, or lack of control, pride without arrogance, stability and seriousness without closeness” considers Bogdan Brînzaş, Creation Director at Branzas.

The rebranding process for one of the most important beer companies on Romanian market took 4 months and still continues. Branzas continues to provide services for brand book building, for Ursus Breweries identity and communication standards building. Octavian Buzoianu, vice-president of Ursus Breweries considers that the “new brand rises at the renown level of the names it promotes, as well as to the level of expectations of the entire Ursus Breweries team”.

Ursus Breweries is a company of SABMiller Ltd., which offers to the Romanian market the autochthon Ursus, Timişoreana, Keller and Ciucaş brands, besides the international brands Pilsner Urquell, Miller and Peroni.