ŻYWIEC
Capabilities
Brand identity
Package design
Limited edition launch
170 years. Two labels. One iconic couple.
For the 170th anniversary of Żywiec, we wanted celebrate its rich history — without overcomplicating things. The dancing Krakowiak and Krakowianka have been on the label for decades, instantly recognisable.
So we asked ourselves: how do you make something familiar feel fresh, without reinventing it?
SPLITTING THE COUPLE
The answer was simple (but not easy): we gave each of them their own label. One character per bottle. Two bottles that only really make sense as a pair. It’s a small change, but it completely changes how you interact with the symbol. You notice the figures individually. You pick a side. Or you just take both and enjoy the pair together.
KEEPING IT FAMILIAR WHILE MAKING IT FRESH
The anniversary edition is not about adding layers or bells and whistles but about subtlety, clarity, and energy.
The traditional costumes, the dancing motion, the instantly recognisable style — all of that remains. What’s new is the perspective. What used to be a single symbol is now a little more dynamic, a bit more personal, and just a touch more playful.
THE OUTCOME
A limited edition that feels immediately familiar but invites people to look again.
Two bottles. One iconic couple. And a 170-year story told in a small but mighty move that gives the brand a fresh energy.