SHEMER is a new non-alcoholic beer brand from the city of Mansoura, Egypt. Initiated by the owner who is enthusiastic about barley and different taste, the owner wants this new brand to survive and compete in the crowded barley market in Egypt. Therefore, a key point is needed to differentiate the value from the local & imported competitors.
The barley market in Egypt is not ready enough for the bloody competition, and we didn’t find a distinct product in the original taste. Therefore, the owner chooses to compete in the barley market with distinctive and different flavors from the competitors. Most products couldn’t balance the taste of barley with the added flavors, While competitors depend on flavors and less quality types of barley as the main ingredients. In terms of design, business people in Egypt pay less attention to the brand identity built on the right strategy. Even so, this is a challenge in itself from the brand strategy side as the key to differentiating value from the competition.
This brand needed a name that was simple, concise, and easy to remember. We created the brand name SHEMER, which is a combination of the meaning of barley in Arabic and the ancient Pharaonic civilization. Of course, SHEMER needs a visual identity as a marker of his presence. We chose the wordmark as the SHEMER logo. Because the name SHEMER is short, so we don’t need to give fake symbols and end up obscuring SHEMER’S identity. We chose heritage bold as the font for SHEMER, this wordmark is unique with bold and thin angles on each character of the letters. In packaging design, we try to step aside with barley as the basis for packaging design ideas. Unlike most barley designs of competitors, We design an illustration of characters from Egyptian cultures who can experience new things without excluding origin. Apart from being an identity and design on the packaging, this illustration is also an iconography attached to the brand. It’s out of the ordinary, unique, and eye-catching.
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