Company: Pivovara i pivnica Medvedgrad
Ilustrator: Tomislav Tomić
Designer: Andrea Knapić
Project Type: Produced, Commercial Work
Location: Zagreb, Croatia
Packaging Contents: Beer
Packaging Materials: Paper
At the Brewery we wanted the beer labels to tell our story. We are a growing family owned craft brewery with more than 20 years of tradition. From the beginning our brewery and pubs were in Zagreb, capital of Croatia. We got our name from a medieval castle called Medvedgrad (bear town), that overlooks Zagreb from a mountain.
Clear vision, more than just a label
When we were talking with our illustrator Tomislav Tomić and designer Andrea Knapić we asked them to combine two things. One, type of beer the label is for, and two, with our tradition and values. Our labels are more than just a classic label, they tell a story.
Extremely happy that we found such a powerful connection between the beer we love so much and our city, Zagreb.
The label goes around the whole bottle and this way completes the story. We use a white uncoated, matt, laid watermarked, woodfree printing paper with a tactile ‘hand made’ appearance and feel. Wet strength and fungicidal treatments. Fasson ® VERGE BLANC FSC – S2047NBG45WH IMP. Throug all of our label we use colours that are warm.
The story behind dark beer stout is that it was first kept in barrels, this is where it got its rich and creamy taste. We looked up the first best known cooper in our hometown Zagreb, and we found him. His name was Mijo Budicki and in 1850s he had his store in the old town where everyone went to get a quality made barrel. Finally we had our connection. We found his photo from the year 1852 and put him on our label. In the background is a real time drawing of Zagreb at the time. In history, Austrian’s and German’s called Zagreb “Agram” and this is how the beer got its name Agram Stout.