Masticamaro

Creative Agency: ByVolume
Project Type: Produced, Commercial Work
Client: Masticamaro
Location: London
Packaging Contents: Beer

CHALLENGE
Italy has seen a remarkable blossoming of small and independent craft breweries in recent years. Masticamaro is a new brand that took over the former production plant of one of the oldest Italian artisanal breweries in Prato, Tuscany. The three young owners burst enthusiasm for everything beer and want to claim back its natural identity: a simple, fun drink that brings people together and isn’t meant to be fussed over.

SOLUTION
The name Masticamaro literally translates as “chew bitterness”, an invitation to drink beers that are tasteful rather than bland commercial products. We looked at the world of early 20th century advertising for Italian aperitifs, where the strong use of character design made them widely popular and memorable at the same time. The Masticamaro character design embodies all the positive qualities of beer, it is heavily stylised so that it can be easily drawn by anybody, and adapts to each label bringing to life a different personality and setting suggested by the names and styles of the beers. The lettering Masticamaro is inspired by the futurist art movement and embraces its principles of movement and dynamics, enhanced by the zig zag that cuts the bottom half of the letters and hints at an open mouth with sharp teeth.

What’s Unique?
A uniquely shaped label: The lettering Masticamaro is inspired by the futurist art movement and embraces its principles of movement and dynamics, enhanced by the zig zag that cuts the bottom half of the letters and hints at an open mouth with sharp teeth. The same movement is used to create a zigzag shaped label.