Creative Agency: MOROZDESIGN
Designer: Alexandr Solodkin
Illustrator: Alexandr Solodkin
Project Type: Concept
Location: Novosibirsk, Russia
Packaging Contents: Craft Beer
Packaging Substrate / Materials: Paper, glass
Printing Process: Offset
The intensive development of the Russian beer market over the past 10 years has led to an increase in the number of small breweries with a predominance of original beers. The craft wave opened a new segment of consumers who need interesting quality beer not from mass beer factories.
The GUSI brewery is located on the territory of the Technopark of Novosibirsk Academgorodok, in a place where the concentration of experimenters in almost all spheres is perhaps the highest in the region. Initially, the brewery was a part of the restaurant of the same name. However, after changing the positioning, it became necessary to distance itself from the restaurant.
New for the company market of craft beer, a new competitive environment and distribution channels required appropriate visual identification for both the brewery itself and for the product it produces. Moroz design’s team got an assignment was to design the identity of the brewery and of the beer packaging line.
GUSI brews beer in classical styles — Czech Lager, Pilsner, Weizen, and in the more original Baltic porter, Oatmeal Stout, American IPA, Double IPA, American Wheat Beer, etc. To date, these are seven constant sorts of beer and regular experiments with new, seasonal and rare varieties.
It is dedicated to details in every step of the process and seeks the highest quality in all his recipies. Offering consumers an experience, translating the art of brewing into a musical images. We designed the illustrations, packaging, lettering with the same love and care that it transmitted to us.