INSIDER. The bulk of the craft



Design: Dozen Agency
Location: Ukraine
Project Type: Produced
Client: Insider Craft Hub
Product Launch Location: Ukraine
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle, Paper

To become the most mass-market among craft on the beer shelf – that was the goal of Insider Craft Hub.

We decided to work with product portfolio nonlinearly and to see the individuality of each product. THE secrets have a way of getting out.

The individual nonlinear new products’ designs are bound together by the attractive logo. Five labels were created in the travel book style inspired by stories of the craft beer world with its usual attributes: stylized illustrations, fantasy characters, self-ironic symbolism.

We managed to maintain a balance between “outsіders” and insiders. Insider is now firmly on mass-market and it’s not a niche brand.

We need a third eye here now! And we went on to look at rituals of powerful secret societies. We created logo as rethinking of the masonic symbols and heraldic traditions. This brand is about brewery secrets and sharing it with insiders.