Since its launch in 1989, Cobra Beer has become one of the most iconic beer brands in the United Kingdom. Cobra’s founder Lord Karan Bilimoria wanted to create a less gassy, premium quality beer. His vision has guided Cobra over the years, from its humble beginnings being sold out of the back of a van, to its current global presence in over 50 countries.Cobra pairs perfectly with an Indian meal, and its heritage is inherently associated with Indian restaurants. But Cobra wanted to grow and reposition itself as a mainstream premium lager.

The entire Cobra range was reworked to make the packaging more robust while maintaining an exotic Indian touch. Unnecessary messages were stripped back to focus on the beer’s qualities and Cobra’s “quest for the perfect beer.” The new visual identity can be seen in pubs, style bars, restaurants, and supermarkets. Cobra now has a contemporary, premium appearance and a unique look and feel that helps it stand out from other beers.

The success of Cobra’s refresh is clear. Six months after launch Cobra had acquired £1.6 million of the off-trade world’s lager value and 1.3 million litres of the world’s lager volume over the previous year.