Cobra Beer's NRI founder redesigns brand

Cobra Beer, a company founded by NRI peer Lord Karan Bilimoria, has undergone a full brand redesign to emphasise both Cobra's premium positioning and world beer credentials, whilst retaining its Indian heritage.

The redesign, which will be unveiled later this month, includes an updated Cobra brand identity and new primary and secondary packaging.

New beer packs and free standing units are being introduced at an exciting time for Cobra Beer, which will also see the release of modern and sophisticated new glassware in November, the company said in a release.

Originally imported from Bangalore, Cobra is brewed through a traditional Indian recipe with a modern twist for an extra smooth taste. Only the finest ingredients are used, including rice, maize and a little less gas to create a uniquely smooth taste, quite unlike any other beer, the company said.

The redesign establishes Cobra as a leading world beer, signalling the brand's commitment to quality and consistency, it said.

Cobra is already well-known as the perfect accompaniment to Indian cuisine and this new look reaffirms that Cobra is a beer that can be enjoyed on any occasion, the statement said.

Lord Karan Bilimoria, the Founder and Chairman of Cobra Beer, said: "Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award-winning beer. It is an exciting time for Cobra as we start our journey to lead the Molson Coors World Beer Category and ultimately become a top ten brand in the UK."

As per research carried out by the company, consumers perceived the new look Cobra as being more premium, stylish and modern and as a result, they said they are more likely to purchase it.

The Cobra redesign was completed by brand and product design consultancy Echo, which was appointed in January, 2011, after a two-way pitch.