Concept, Naming and Packaging Design for a New Russian Beer Brand
ASGARD Branding - BRAUS
"ASGARD Branding has developed the brand concept, brand name, label design and packaging for a new beer brand launched by the Alcon company.
The new product is positioned as a traditional craft beer. For the brand name we chose a short dynamic German word, BRAUS. This sonorous and easy-to-remember word has fuelled our work on the product concept.
The label is divided into two sections. The top part is always a strip of a glowing colour carrying the logo, which ensures the consistency of the brand identity in the family of different flavours. The bottom part of the label is a graphic illustration corresponding to a specific sort of beer.
Each of the beers within the new product line has its own persona – and this is not just a casual remark to stress that each craft beer has its own soul, but is, literally, a graphic device. For each product, we have selected its own character which reflects its taste visually and emotionally.
The expressive portraits encompassing the spirit of the product and the bright brand patch are eye-catching. The faces differentiate the flavours, guiding the consumers on the way to their “personal” beer. BRAUS is a line of classic beer flavours with a strong, warm and charismatic personality. At the same time, the fresh colour scheme and contemporary graphics are certain to help the brand to expand its audience."
Design Agency: ASGARD Branding
Article Title: Concept, Naming and Packaging Design for a New Russian Beer Brand
Brand / Project Name: BRAUS
Design Credits: Art Director David Avakyan
Designer David Avakyan,
Designer Olga Loseva,
Designer Stanislav Virin,
Designer Polina Savenkova,
Project Manager Irina Lavrenko,
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming
Design Deliverables: Consumer Branding
Market Country: Russia
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Beer and Cider
Consumer Packaging Format: Bottle
Consumer Substrate / Material: Glass