Craft beer Okolesica

Design: Anna Tsenina
Location: Russia
Project Type: Student Project
School: HSE Art and Design School
Tutor: Pavel Borisovsky
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle
Printing Process: Digital printing

All people are different. Some are serious, some are frolicking. Some gloomy, some lighthearted. Some are down to earth, some are in the clouds. Some speak Chinese, some speak Irish or Albanian. And lo and behold, all the differences almost evaporate after taking a pint of jolly good craft beer — the faces get lightened with amiable smiles, the gestures get smooth and gracious, the heavy shuffling turns into the moonwalk. And all the voices in different languages miraculously grow into internationally unfathomable gibberish, which universally happens to be the fastest and soulful way to set up the friendly bonds forever and ever.

What’s Unique?
The idea to name the line of beer products (beer, ale, cider) — “Okolesica” (“Gibberish”) — was inspired by some observations on beer lovers, who while being tipsy start speaking indistinctly and funny. The labels are supposed to contain different amusing palindromes to let the customers entertain themselves with reading them to and fro. For this particular design word, “Les” (“Forrest”) was used to construct different palindromes playing around the Russian definition of gibberish — Okolesica.

In addition, instead of a regular typeset, there was used an author’s accent font that was created by the combination (cross-styling) of the two headset styles. Such a label design both favorably highlights the craft beer products on a shelf and emphasizes its authenticity and craft origin.