Novaidea X 32 Via dei birrai – UNICO

Derrick Lin


Agency: Novaidea Creative Resources
Art Director: Franco Vendramin
Location: Italy
Project Type: Produced
Client: 32 Via dei birrai
Product Launch Location: Global
Packaging Contents: Beer
Packaging Substrate / Materials: Cardboard, Fabric
Printing Process: Offset

UNICO: a vintage cardboard box that becomes a treasure chest of memories. To create this bottle carrier for 32 Via dei birrai, Novaidea chose lively colours and a rather ‘unique’ (unico in Italian) style to embody the irony and aesthetics that have always been above the line for an inimitable brand. An original design with a bold but ironic promise for savings and wellness tips its hat to the classic adverts and packaging of the ‘50s.

The case is also perfectly in line with the brewery’s commitment to recycling, reuse and environmental sustainability. Unico is reusable and recyclable, which for 32 Via dei Birrai represents the economy of happiness. It isn’t a matter of selling ephemeral dreams but rather whispering our real needs with humour and authenticity: ‘Wash your soul, drink a beer!’