Shāk! is a beer brand from Alsace with a unique concept. These are collaborative beers, meaning that microbreweries will produce a particular beer for the brand.
For this project, everything was created from A to Z. Firstly, the name, which refers to the idea of shaking things up and mixing talents, which is part of the brand’s DNA.
Then there was the design of an original typeface for the brand name, with the texture of the original design retained to give it a less smooth, rougher, handmade look. It’s also a reference to the artisanal side of the product. The main colour scheme is a bright green for the background, a light beige to bring out the details and a deep black to highlight the information. For future versions, each beer will have its own range of colours depending on its category. To liven up the labels, a graphic universe has been designed, using pictograms to indicate important information such as the specific characteristics of the beer, or even simple illustrations to guide the eye. The aim is to give the consumer a sense of direction. Finally, a mascot in the shape of a hop cone has been added to this identity. Its aim is to make the whole thing more human, to personify the project. The labels are radical, featuring typography with a regular balance and very clear information to guide customers. The choice was made to use massive, condensed typefaces to make a strong impact. To complement this, a graffiti-like script typeface breaks the codes. The text sizes are identical from one can to the next, to ensure perfect consistency in the displays. In the end, it’s a complete branding project aimed at creating a unique and instantly recognisable brand.