Introducing our new project. The agency was tasked with creating a brand identity for a new craft brewery and designing the packaging for the first line of beer. In the course of work we also developed social media design, merchandise products, POS materials and formalized the rules of working with style in a guidebook. Porkies stands out as a rebellious brand from the brewing scene in Tyumen. Craft beer, by its nature, defies conformity, attracting those who seek to challenge established norms, even if they later establish new rules.

At its core, Porkies communicates through the unique language of Cockney, where words transform into rhyming phrases. Over time, the rhyme is discarded, and the remaining meaning has no connection to the original word. This complexity makes it challenging for even native English speakers unfamiliar with Cockney slang to grasp the intended meaning.

Consider the word “Lies,” which rhymes with the phrase “Porky Pies.” When “Pies” is dropped, it morphs into “Porkies.” In everyday conversation, saying, “Stop telling Porkies about me!” essentially means “Stop spreading lies about me.”

The brand introduces a central character, a cat navigating diverse scenarios, consistently projecting an image of genuine toughness. Each situation becomes an opportunity for the cat to assume the role of a rugged individual. In a succinct presentation, Porkies is more than a craft beer; it’s a rebellion against conformity, expressed through language and embodied by its feline protagonist.