How do you bring the sunshine and sophistication of Monte Carlo to the British beer market, where the forecast is more likely to promise grey skies and showers? This was the main challenge when launching MCB (Monte Carlo Beer) in the UK. Cocoon’s task was not simply to design a label, but to create a comprehensive identity that would bring the elegance, premium character and relaxed atmosphere of the Riviera to British pubs and bars.
Strategy: One Product, an Endless Visual World
The key to the MCB project was creating a precise and flexible design system for a single premium brand. It had to strike the perfect balance—feeling as refreshing and clean as the beer itself while retaining a sense of exclusivity.
- Visual identity: The foundation was a system built around elegance and lightness, setting the tone for all subsequent communication.
- Premium packaging: The packaging was designed to convey premium quality immediately, both on the shelf and behind the bar, while clearly distinguishing the brand from mass-market products.
- Princely approval: The project’s exceptional nature and authenticity are underscored by the fact that official approval from the Prince’s Palace of Monaco was required to use the name “Monte Carlo Beer.”
Execution: Design That Stands Out
The MCB project extended far beyond the bottle. Like a “golden thread of sophistication,” the design concept ran through every touchpoint along the customer journey, creating a cohesive brand ecosystem.
- Premium pubs: The brand identity was translated into designs for bar interiors and beer gardens, bringing the atmosphere of the Riviera directly to the streets of Manchester.
- Events and pop-up bar: The brand’s style is further reinforced by a roaming beer truck, which serves as a mobile ambassador for MCB’s elegance.
- Trade marketing and POS: From exclusive trade boxes, beer glasses and coasters to POSM displays, every element was designed to enhance the premium beer experience.
The Result
Our collaboration with the Molson Coors team resulted in a cohesive brand world that successfully brings the Monegasque lifestyle to the UK. MCB is more than just a beer; it is a design icon proving that even in rainy Manchester, you can taste the sunshine.
“We created a system that transformed a bottle of beer into an invitation to a world of sophistication—regardless of what the weather forecast says.”
More by Cocoon: www.cocoon.cz