Genuinely Local: The Zhashkivske beer was born from our partnership with New Products Group. It has become the second brand in the portfolio of New Brew, a brewery running high-performance German-made equipment that opens access to a classic beer brewing technology.

For Those Who Value Tradition: We targeted adult residents of regional cities that have firmly established themselves and like tasty food and outstanding beer. Working on the design, we had to tackle a difficult task—to create a local brand with a decent modern look but without wading into the craft, small-town or mass-market territory.

Simple Yet Tasteful: For the emerging Zhashkivske, we went for a distinctive ‘no-frills’ look. With two contrast colours, a dynamic ribboned composition, etched illustration, some cracks on the background, and somewhat naive asymmetric lettering, we managed to create a cozy design that encompasses a certain historic feel, a hint of global classical standards, the naturalness of the product, and the hands-on approach to one’s favourite pursuit.

Zhashkivske Beers: We went for a line-up of three classic styles: Pshenychne, Svitle, and Zhyhulivske. And they excellently stand out on the shelf. The brand looks somewhat familiar and is reminiscent of a local product, encapsulating a particular local product aesthetic and associations, while being totally different and immediately noticeable on the shelf.