Title	THE MOST HONEST BEER PACKAGING
Brand	POLEVSKAYA BREWERY
Product/Service	BEER
Category	D02. DRINKS
Entrant Company	RED PEPPER Ekaterinburg, RUSSIA
Advertising Agency	RED PEPPER Ekaterinburg, RUSSIA

Name	Company	Position
Danil Golovanov	Red Pepper	Creative Director
Yulia Uzkikh	Red Pepper	Art Director
Nataly Kotovskaya	Red Pepper	Designer
Artem Zverev	Red Pepper	Copywriter

Brief Explanation

Beer package concepts are usually very beautiful. But in reality, the law demands placing a lot of additional mandatory information on the bottle. And this becomes a problem, because sometimes this information occupies more than 50% of label space.

The Brief

We had the brief of the total rebranding of an old traditional beer factory, situated in the middle of Ural, Russia. The task was to make the visual concept of brewery itself and beer brands modern and eco (as the beer is very natural with only 2 weeks of shelf-life) and also to have continuity with the previous packaging style.

How the final design was conceived

Looking on the brewery’s former logo in a shape of a tree, we have chosen direction of eco-labels and used the texture of tree bark and felling. We embedded all mandatory information about consist and limitations to the natural wood texture, saving the visual harmony and purity of idea.

Indication of how successful the outcome was in the market

Mandatory information + Brand book elements = 100% of mandatory information shown 100% of idea saved 100% not fake and already in stores