A bold new look for Captain Jack: the brand changes its visual identity and character

Captain Jack is opening a new chapter. This comprehensive redesign encompasses the visual identity system, typography, packaging, and a new brand positioning.

As one of the key brands in Kompania Piwowarska’s portfolio, Captain Jack has long been associated with its iconic parrot and tropical vibes. Today, the brand is boldly redefining itself, moving toward a more distinct, wild world inspired by popular cocktails. This shift addresses evolving consumer expectations and the need to strengthen the brand’s aspirational appeal. The rebranding process was led by the BNA / Brand New Attitude agency, with communication changes handled by the Przestrzeń agency.

One of the core elements of the brand redesign is the new logo, based on a parrot illustration. The symbol has gained a more modern, edgier and wilder character, aligning with a more mature brand image. What also stands out is the bold typography: the primary typeface in Captain Jack’s new communication is Tropical Groove Sans, a custom font designed by Borys Kosmynka in collaboration with BNA.

– In creating the rebranding concept for Captain Jack, we were guided by the “Wild by Nature” idea: not just as an aesthetic, but as an energy one can feel and identify with. We gave the brand clarity and maturity while highlighting its edginess and attitude. Our design is legible, high-contrast, and impulsive, yet it allows for seamless portfolio expansion with new flavours – Bogusław Gelba, Creative Director at BNA.

With its refreshed look, Captain Jack fills the space between the beer segment and the world of spirits, adopting a distinct cocktail-like character. This new positioning is reflected in custom serving icons for each flavour variant, mirroring the glassware recommended for each product. To emphasize this, specific on-trade activations will launch in selected venues, where Captain Jack will be served in dedicated glassware from a specially curated menu.

The redesign also introduced new packaging with a clear colour-coding system and strong logo exposure. The vibrant colours, typography, and metallic-effect labels bring freshness to retail shelves and strengthen the brand’s expressive character. All products in the revamped Captain Jack portfolio received the new visual treatment, including brand new higher-ABV variants.

The refreshed Captain Jack range includes 6% ABV beers inspired by popular cocktails: Original, Blue Pineapple, Watermelon Margarita Flavour, Tropical Sunset, and Citrus Tonic Flavour. Joining them are two new 8% ABV products: Cherry Tini and Lemon Spritz, available in Żabka stores from April 1.

– We are truly delighted to present the results of a year’s work: a completely new look for Captain Jack. It’s bold, fresh, and explores entirely new territories, making it attractive to all seekers of new flavours. The brand’s exciting new character is contagious – we can’t wait to reveal further elements of the rebranding and our new creative platform – Julia Stadnicka, Junior Brand Manager at Captain Jack.

Captain Jack’s rebranding is the first step toward a significant brand revamp and a better-defined market position. The new identity serves as a preview of broader communication activities to be rolled out successively in the coming months.