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Agency: Design Department
Designer: Vlasov Vadim
Location: Russia
Project Type: Concept
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle

Real gentlemen understand the varieties of craft beer as well as whisky or wine. Real gentlemen are restrained and strict on the outside but hide a mischievous boy-bully inside. The private brewery Shelby’s Pub – a place where real gentlemen can gather in good company and have a pint of excellent beer to give vent to his inner robber.

For each position, we picked up the image and a pattern reflecting the character and geographical origin of the variety. Subtle English humor in the copywriting part is used in layouts to create a friendly pub atmosphere.

The soulful slogan “Beer from my heart “, written in Cyrillic, makes a strict and solid style softer. In combination with the image of a bear on the souvenir products, the slogan also becomes a reference to Russian hospitality and simplicity.

What’s Unique?
Each beer is assigned its own pattern and image of the animal, corresponding to its taste, character and origin.