The new product is positioned as a traditional craft beer. For the brand name we chose a short dynamic German word, BRAUS: it is part of an idiom which means “to live off the fat of the land”. This sonorous and easy-to-remember word has fuelled our work on the product concept.
BRAUS is a newcomer to the saturated Russian beer market, so our challenge was to make it stand out in the crowd. 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.
Art Director / David Avakyan
Design / David Avakyan, Olga Loseva, Stanislav Virin, Polina Savenkova
Project Manager / Irina Lavrenko
2018