Saku Originaal

Hannes Paesoo is a talented Estonian designer I became acquainted with through Behance Network. His work for Saku Originaal beer is an excellent example of mass market beer branding, and is on par with what you might find in Europe, US and Japan for this market category. Hannes kindly sent in some photos of his work, which he produced while employed by the Estonian agency, The Division.


"Saku Originaal has been on the market since 1992. It has been the most popular beer brand here in Estonia since. Over the past few years it was heard that the old version was felt a bit too dim and too dark by the consumers. In 2010 the Estonian agency The Division, refreshed the look of the brand, giving it lighter and fresher feeling. I was responsible for the art direction."