Black Brew is a unique porter style beer addition to the Britos beer range. The brief was to communicate the strong taste profile of the Black Brew beer and create an ownable graphic style to launch this new beer. Particular attention was given to the description of the product and its typographic composition.
From its name ‘Black Brew’ to the typographic composition and the activations, we have aimed to communicate the unique, unapologetic strong character of this beer using bold graphics, textures and a no-nonsense tone of voice. The campaign follows the same principle with added wit.
This beer sits at the entry category of the Britos beer range, as a dark beer it is best enjoyed during cold weather. The Britos master brewer has worked in collaboration with us to ensure that the vocabulary used and the taste profile were a good fit with the final beer.
We started the project with a research and audit phase, where we looked at the stout and porter style beer market and more broadly at the visual codes associated with product of strong character.
We presented a visual audit of the typography, the textures, colours and Tone of Voice that felt relevant to this project. The creative stage then emerge from these learnings, we proposed 3 distinct routes that ultimately contributed to the final design.
We it came to the printing and production phase, we put particular attention to ensure that all the element including the smaller parts would print correctly on a black background. The final label combines matt gold elements with some embossings and gloss details.
The campaign features the bottle with a no non-sense tone of voice using bold typography and simple, impactful layouts. The strong visual style of the label allows for numerous typographic compositions and visual iterations from the guérilla style posters to the social media activity, we aime to create a holistic style that will be associated with this unique beer.
Hope you will like it as much as we enjoyed creating it.
Here’s to a bold and brighter year 2021…full of Hops!
- Agency/Creative: Agence MonograM
- Article Title: Agence Monogram Design Packaging Label for Black Brew
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: France
- Market Region: Global
- Project Deliverables: Brand Creation, Branding, Graphic Design, Packaging Design, Product Naming, Tone of Voice
- Format: Bottle
- Substrate: Glass Bottle