Brand: KraftIzdat

Agency: Svoe Mnenie branding agency

Creative Direction: Andrey Kugaevskih

Art Direction: Aleksandra Abramova

Designer: Aleksandra Abramova

Illustrator: Anastasia Ushnurtseva

The craft beer category is a big field for experimentation. There are no well-established stereotypes and rules in it yet, so it is always interesting for designers to work with such products. And if the company is also not afraid to make bold and creative decisions, then this can help create something really new, bright and unusual. This is exactly what happened with the KraftIzdat line from AB InBev Efes.

The company decided to redesign the craft beer line and contacted our agency. The main problem with the original design was that it did not highlight the product on the shelf and poorly reflected its main idea: the literary concept of the line refers the consumer to the famous book series "Classics and Contemporaries".

Of all the designs we proposed, the client chose the most daring and experimental option. He was distinguished by emotionality and brightness - something that the product previously lacked so much.

Extraordinary and slightly freaky images of literary characters and authors on the labels are complemented by original names that echo the names of the beers. We think they could easily become a kind of brand ambassadors - “heroes of our time”.

Thus, we were able to conduct a real creative experiment that helped the brand to take a fresh look at the craft beer category and expand its product line to 5 SKU.

In support of the literary concept, KraftIzdat has even assembled its bookshelf in the Bookmate online library: you can access it using the QR code on the label.

The new brand design made the product stand out from competitors and found a great response from the consumer. Discussions on the new design of the line (see #craftizdat hashtag) continue on social networks, which confirms the need for such experiments in design.