Valkea is responsible for creating the LUB communication platform for the Lubuski brand. The project focuses on strengthening overall brand awareness and giving Lubuski a more contemporary, distinctive and engaging character.
Lubuski is entering a new chapter in its history with the launch of a redesigned bottle and the new LUB communication platform. This marks the brand’s most significant image transformation in years, combining modern design, stronger premium positioning and a contemporary approach to building relationships with consumers.
Creative agency Valkea is responsible for the concept, strategy and implementation of the brand’s new communication system. The project was developed as part of a broader brand repositioning process. We created a communication system centred around the LUBUSKI brand – its recognition, identity and long-term development. The objective was to build a consistent communication universe that would allow the brand to operate more broadly and in a more contemporary way, while retaining its authenticity and distinctive character.
The new communication is based on language that is closer to today’s audiences – simple, clear and rooted in everyday experiences. A key priority was to combine the authenticity, heritage and quality that have formed the foundations of the brand for years with consumers’ current sensibilities and the way they build relationships with brands. The LUB platform introduces a narrative centred around choice, freedom and individuality, emphasising that everyone can define the brand on their own terms, regardless of their lifestyle.
The LUB platform was designed as a flexible communication system that can be implemented across multiple areas, including digital channels, events, HoReCa and sales support materials. As a result, the brand gains a consistent, long-term communication direction and a tool that will support its expansion into new categories.
– Today, effective brand communication requires thinking beyond the perspective of a single product. When designing LUB, we focused on creating a platform that strengthens the entire brand and builds its recognition over the long term. Our key priority was to strike the right balance between a contemporary, engaging communication style and the authenticity and high standards that have defined the Lubuski brand for years – says Agata Piłka, Chief Strategy Officer at Valkea.
This is another Valkea project focused on the strategic development of modern brand communication. For years, the agency has been creating integrated projects for clients across the FMCG, retail, lifestyle, beauty and other sectors, combining strategy, creative, digital, content and PR into cohesive initiatives that build distinctive brand identities and long-term relationships with audiences.
