UK design agency Purple Creative has designed a series of beautiful retro Pilsner Urquell beer posters to help tell bartenders and Pilsner Urquell drinkers about the benefits of unpasteurised Tankovna beer.
With branded point of sale material notoriously difficult to get sited in bars, the posters were designed in an artistic Czech retro style so bars actively wanted to put them on their walls.
Inspired by the history of Pilsner Urquell, Purple Creative’s senior designer, Dave Walker, researched 1920-30s Czech matchbooks, with their original visual style. Working with illustrator Marcus Reed, he then created a set of striking heritage-inspired posters to appeal to a modern beer drinker.
Pilsner Urquell created its Tapster programme to ensure the craft of pouring the beer matched the craft of brewing it. The final few inches, from fount to glass, can undo all the care and passion taken to make and deliver the beer.
Tapsters are champions of all beer — not just Pilsner Urquell — trained in the Czech Republic by the brewmaster and beermaster over five days. From pipes to pour, it’s their job to ensure all beer in their bar is as perfect as it can be.
Tankovna is unpasteurised beer, a beer true to its heritage but delivered in a contemporary way. It’s delivered direct from the brewery to bars and kept in metal airtight tanks for freshness. As it is unpasteurised, it has more flavour — the perfect balance of hoppy bitterness and malty sweetness.
Dave Walker said: “After working on Pilsner Urquell Tankovna for the past few years, we realised there was a need to educate drinkers on its perfect serve, because it’s so different from how other beers should be served. The brand is about authenticity, so rather than simply invent something, we took inspiration from the early Czech matchbook designs. Hopefully you’ll see that the craft that goes into the posters is a simple reflection on how the beer is made.”
