hike – Farewell To Boring Beer

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Derrick Lin


Design: BBDO Ukraine
Executive Creative Director: Anze Jereb
Creative Director: Denis Keleberdenko
Art Directors: Mariia Plotnikova, Rostyslav Vyshnevyi
Copywriter: Dima Kishka
Designers: Andrii Kosmeniuk, Ihor Chalyi
Head of studio: Mariia Teterin
Motion Designer: Oleksiy Katruk
Producer: Oleksandra Huliai
Client Service Director: Iryna Danylevska
Account Director: Maryna Kytaeva
Account Manager: Anna Volovytska, Anastasia Bezhevets
Project Type: Produced, Commercial Work
Location: Kyiv, Ukraine
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle, can

hike is a mass market beer, produced by one of Ukraine’s biggest breweries.

It needed a redesign of its completely outdated, 14-year-old label. The brand wanted to compete with the new kings of the market – craft beer, cider and hard lemonade. So the label needed to stand out and be visible and strong.

A simple, edgy visual identity that’s revolutionary in the category.

We removed all the ‘beer’ cliches – no hops, no mills, no barrels. This allowed the brand to achieve a minimalistic identity while maintaining a bold, punchy and expressive visual code.

What’s Unique?
We took shiny shields, golden wheat, memorable dates, luscious hops and threw them all away. We replaced them with a bright, expressive, edgy, ‘non-beer’ minimalistic design and a shortened, bold spelling of the name. It wasn’t just time to change. For the first time in its 14 years of existence, hike decided it was time for something drastic.