Embrace moments. Lech manifests a new chapter in the brand’s history

The Lech brand opens up a new chapter in its history. Manifesting refreshed positioning, visual identity and creative platform, it encourages people to distance themselves from the fast-paced world.

Lech, owned by Kompania Piwowarska, creates a bold umbrella brand that integrates the entire portfolio, offering a wide range of alcoholic, low-alcohol, non-alcoholic and functional beverages under the banner of "L" generation beer. All of this is a nod to the young-at-heart consumer who values the diversity of beer and consumption occasions.

Young adults in Poland and around the world face many challenges, including, in particular, overstimulation, high pace of life and pressure of the digital world. Immersed in the virtual reality, they often forget about what is important and real. About what is here and now. We, as Lech, want to remind them that it is worth logging out sometimes, taking it easy, slowing down and refreshing your perspective with a slightly lighter attitude. That is the job for a brand following the NO-LO trend – like Lech. -Tycjan Lewandowski, Premium Brand Director at Kompania
Piwowarska

Brand manifesto

The comprehensive 360-degree campaign promoting Lech's new vision launches on Tuesday, April 2, and will include: events, new packaging, TV, digital, press and OOH. Additionally, in the physical space, there will be contextual outdoor advertising referring to specific locations where Lech appears using playful word games and unexpected associations. One of the first creations to kick off the campaign is the Brand Manifesto, which will appear in digital, urban spaces, on murals and posters.

For years, Lech has been shaping not only tastes but also trends in the beer industry, setting the tone for the entire beer category. As one of the first brands in Poland, it introduced the green bottle to the market, as well as its non-alcoholic variant Lech Free and functional beers called Active. Lech has also implemented unique packaging solutions: the easy grip feature on cans and bottles featuring specially embossed protrusions on the sides, thanks to which the packaging can be held securely and comfortably in the hand.

The leading role in the campaign is played by VML - the agency responsible for the communication strategy, creative concept and production of all materials.

Lech’s new visual identity was designed by Wojtek Mierowski and Prism. The font was created by Mateusz Machalski. The packshots were prepared by Millarc. Zenith is responsible for media buying, and Cut the Mustard for collaboration with influencers. Moon Films will handle the production of the leading ATL campaign materials, with support from Televisor and Studio Juice.

Lech offers a range of light, progressive beers that allow consumers to take a step back and enjoy the moment in the way that suits them best. This is made possible by the brand's wide product portfolio:

Lech Premium 5% ABV is a refreshing, classic lager. What sets it apart is the harmony of taste and proper carbonation, ensuring excellent refreshing qualities.

Lech Easy 4.2% ABV is a delicate lager with a lower alcohol content and more subtle bitterness. Get some distance and enjoy the moment on your own terms.

Lech Free 0,0% is a non-alcoholic lager, perfect for the fans of beer bitterness. The 0.0% recipe allows
you to relax, log out and enter the chillout zone in any circumstances.

Lech Free 0.0% is a non-alcoholic variant, available in the following flavours: Lime Mint, Dark Fruits Sour, Watermelon Mint, Passion Fruit Melon, Dragon Fruit Grape, Yuzu Pomelo. Thanks to the alcohol-free formula, you can enjoy it whenever you want.

Lech 0.0% Fit Low Sugar is a unique non-alcoholic beer with a fruity flavour. It is a perfectly refreshing combination with low sugar content.

Lech 0.0% Active and Lech 0.0 Hydrate are refreshing non-alcoholic beers with hydrating properties.