Sarbast, the first Uzbek beer which gets international recognition.
Certified by the prestigious Technical University of Munich in Germany, Sarbast proves that it complies with the highest international standards, strict laboratory control, as well as full compliance to the right brewing process, imported malt, German hops, special variety of yeast from Copenhagen and mild artesian water. The result is Uzbekistan’s first beer free of rice, corn and other non-malted products, sugar, sugar syrup, any artificial additives and preservatives.
When Sarbast reached I Mean It Creative, our goal was to create a remarkable story for this modern and progressive brand.
First we identified their sense of meaning, their purpose. As they support that quality is not an act, but a habit and continuous process of improvement, we believed that they stand for Progression.
Then, we analyzed their promise, high-quality and best tasting beer. We also highlighted their emotional value, male bonding and friendship.
The last part was to create a brand personality. To make the brand image unique and be more recognizable, we wanted to create a dual image. First one was Progression. For the second one, we wanted to create a sense of belonging in a more casual way: Progression & Ordinary Guy.
To create a unified brand feeling and look we designed logo and color code usage to implement different Key arts and Signage ads.
Followed by the logo standards we made a Logo book in terms of Corporate Identity principles to show the efficient usage of the logo and color code. We applied the work into many fields such as Car/truck branding, customer t-shirts, uniforms.
Also into retail environment; shelf frames, beer dispensers, on-trade and off trade application; menu designs, cooler, cash displays, shelf-talkers and all kind of retail tools, aprons, buckets, light box, table mats, posters and other kind of on trade material has been designed.
As the brand located in the dark market, we worked depending upon the restrictions. Dark market simply means that there are some restrictions on the advertising of certain products and prohibits the promotion of the products. That’s why we also build a visual identity without name recognition.