The new brand symbol
In the middle of 2012 there was a severe imbalance between the visual identity of the "King of Beers in Romania", and the brand's sheer scale. While Ursus' brand iconography was universally recognised, it was in desperate need of a facelift that would elevate it to new heights.
We started with a search for the most fitting gaze for the bear. With this in mind we selected portraits of some of the most coveted men on the planet and printed them on cards, which we then spread over the walls of our office. Rather than looking for a specific gaze, we wanted to understand how these symbols of masculinity work with their eyes. This experiment helped us greatly in our opening discussions with the client.
Once we had solved the question of the bear's gaze, the rest came by itself. We were so sure that we had come up with the correct solution, that any other graphic attempt seemed pointless. Our design won the pitch, and currently Ursus' new bear icon announces with an abundance of personality and charisma that you are not far away from one of Romania's most celebrated beers.