Craft beer is very popular among consumers due to a large variety of its profound unusual taste, that is why we made a decision to create our own brand in this category. However after the first launch we found out that the consumer didn’t understand the original book related concept of our brand. It is very important for us to mark the specific features of the brand and the product.

I trust big brewing companies and often buy their products but I would also like to understand popular craft brewing culture and try something new and unusual. I’d like to find high quality craft beer with the original back story and a brand new taste. 

Results (from the goal and brief to the final effect)

All  the tasks were completed and the main goal was achieved. New design of the product caused a massive response at the social media - users were actively discussing the package design and catchy names that were also created by or agency. The consumers are also enthusiastically participate in a manufacturer’s contest of creating their own names for the product. Sales statistics have exceeded the client’s expectations. The design leaves no one indifferent.

The vividness of new design is supposed to attract the consumer’s attention and highlight the product on the store shelf. For the figures pictured on the packages we chose the world most famous writers and the main characters of the greatest world known books who we also referred to in the names of the products: DostoALEsky, Dorian GrALE, FrankenSTOUT, GrIPAedov. Craft beer category allowed us to make a creative experiment, picturing the characters in the unusual, technicolour and one can say rather freaky style. The design we made inspired the brand for the further development of the creative concept and the enlargement of the product line.

Agency: Svoe Mnenie

Art director: Aleksandra Abramova

Designer: Aleksandra Abramova

Illustrator: Anastasia Ushnurtceva