As the most popular herbal liqueur in the Czech Republic, Becherovka is promoted not only through official campaigns, but also across pubs, bars, and events nationwide. To establish a unified look and feel, Becherovka needed a comprehensive brand book.
To present the brand’s rich history, full product range, and design assets in engaging way, we developed the brand book as a series of “diary entries” written in the voice of its founder Jan Becher. This storytelling approach brought history to life while introducing all key design elements in contemporary tone of voice.
We explored the brand’s historical archive in Karlovy Vary, and combined rare archival materials with current advertising visuals and product photography, creating a blend of past and present - exactly the Becherovka way.
Client: Jan Becher
Agency: Cocoon
Designer: Lenka Sobotková
Copywriter: Hana Studeničová
Creative director: Karolína Bělohlávková