Salden’s redesign concept

Derrick Lin


Design: Alexey Seoev
Illustrator: Daria Subbotina
Project Type: Concept
Location: Rostov-on-Don, Russia
Packaging Contents: Craft beer
Packaging Substrate / Materials: Glass, paper

Salden’s is one of the most famous craft breweries in Russia. The redesign should include the logo, the dividing of the entire brewery assortment (about 200 varieties of the drink) into two lines – usual and premium and creating a design for each of them. The project is a concept.

It was decided that a design of premium labels is to be based on a stylized and modernized classic scenario of several Western European fairy tales (such as the Little Mermaid, Little Red Riding Hood, Cinderella, etc.), however, it’s main character should be turned into to a male – a so-called beergeek, an indie rock, a barbershop and an art-house fan! The illustration abounds with details and allusions. The form of the label remains unchanged, however, for different SKUs the fabulous entourage and the story changes.