Craft beer from Kaluga Brewery

Agency: Svoe Mnenie
Creative Director: Andrey Kugaevskikh
Designer: Natalya Popova
Type Of Work: Commercial Work
Country: Russia

Recently the Russian beer market catching up with America and Europe has seen the rise of the demand to craft beer of small regional breweries – the consumer sees them as more natural unlike global brands built mostly on emotional drivers. So there’s increased interest to the product itself and not the brand. Taking into consideration these trends, Efes Russia decided to launch craft beer which is produced at a small brewery of Kaluga region. The product was supposed to be identified with Kaluga brewery and had no brand name.

Svoe Mnenie branding agency put forward three main characteristics that gave the product its original name:

– 3 types of malt – lager, caramel and burnt

– 8 hours of brewing

– not less than 7 days of natural fermentation

These characteristics also served as a basis of an infographic concept of the label. As for the contrasting collar label it emphasizes the origin of the product – Kaluga brewery.

Efes Russia and Svoe Mnenie don’t aim at creating a niche product, they want to show to the consumer that the segment of local affordable beer can also have high quality craft beer different from traditional lager.