TREF premium lager beer

TREF is a premium lager aimed at young people who appreciate naturally brewed, easy-drinking beer. As a new product on the market, its communication and design maximise the visibility of the name, while an innovative design concept draws attention to the product and its story.

TREF is the Croatian word for clubs, one of the four suits in a standard deck of playing cards. Playing cards and their vertical symmetry therefore became a natural starting point for the design. The brand name was designed as an ambigram – a wordmark that reads the same when turned upside down. The concept evokes expressions such as “You were dealt a good hand” and “lucky deal”. Eternal optimists, whose glass is always half full and who only lose at poker if they fail to have a good time, will recognise themselves in the slogan “Either way”.

The choice of colours, materials, and production techniques positions the product in the premium segment, striking a balance between the traditional visual language of lager beer and the more contemporary approach associated with craft beer.