THE MOST HONEST BEER PACKAGING
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
|
Credits
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