Kozel

A Czech village spirit, bottled for the world. Velkopopovický Kozel has been brewed in the small Bohemian village of Velké Popovice for more than 130 years. As the brand began expanding into international markets, the opportunity was to create a more consistent and distinctive consumer experience while staying true to its heritage. The thinking behind the work was simple: Kozel is the village in a bottle. Rather than moving the brand away from its origins, the strategy was to celebrate the craft, character and creativity of the small Czech village where the beer has always been brewed. Central to this storytelling was Kozel’s long-standing mascot, the goat. Already an iconic symbol of the brewery, it became a key character within the brand narrative, bringing warmth, humour and recognisability to the communications. The art direction leaned into a world of craft and village creativity, celebrating authenticity and the charm of Kozel’s Bohemian roots. This approach allowed the brand to travel confidently across markets while remaining unmistakably connected to its place of origin. The work was implemented across advertising, brand strategy, brand design, film, and shopper retail environments, helping establish Kozel as a distinctive and recognisable beer brand across 27 markets worldwide.