Ceres faced a new positioning challenge: launching Ceres Lager, a fresh and easy-drinking 5% ABV beer that still embodies the brand’s bold character. As an extension of the historic brand—best known in the Italian market for its iconic “Strong Ale”, it needed to communicate a beer that was different from the classic Ceres while preserving all the strength and equity of the brand.
With the goal of increasing brand penetration in the on-trade channel and meeting the evolving preferences of younger consumers, who are increasingly gravitating toward lighter drinking experiences, the new Ceres Lager was born.
The packaging identity puts the product’s key characteristics front and center: the word “LAGER,” prominently displayed on the front of the green glass bottle, immediately signals the beer’s lower ABV. The green label further reinforces its connection to the lager category, while the descriptors “premium” and “superior quality” add depth to the product’s taste and quality credentials.
In this way, the brand strengthens both the visual and sensory identity of the product, inviting consumers to rediscover the lager tradition through a contemporary lens—while keeping the Ceres brand as a strong and unmistakable point of reference.
