Beer consumers are very brand loyal, so the aim here was to create a distinctive identity that could compete with the more established beers in the market. The design for Aurum had to incorporate all the visual language of a beer brand, and at the same time transmit personality and credibility. Aurum has been very successful in the market and is itself now an established brand, with the range extending to a special stronger beer, alcohol-free beer, shandy and flavoured beers.