The craft brewery Paradox was founded in 2013 in St. Petersburg, Russia. The founders were 4 friends who were united by the desire to create new and interesting beer: one of the founders of craft brewing in Russia, the well-known brewer Vladimir Naumkin.

The Paradox Brewery presented their debut drink in February 2014. As for today they have multiple products in cans and glass bottles, presenting new flavor every quarter. That is why before 2019 Paradox did not have a unique and own visual identity and differentiation elements being one more beer in craft beers clutter.

The project was realized in 2019 and entered the shelves and the best bars in 2020. It includes the new logotype, brand hero, visual identity system and 7 labels design.

Idea: the project aim was to develop new unique identity to spread brand idea and increase visibility in the bar’s coolers. The «paradoxical person» becomes a hero of the brewery brand. The hero character is cheerful, open to try new things using all edges, infinitely aesthetic “drinker” in all possible positions and conditions. There is a place for paradox in our life, that can change our point of view on familiar things, open up something new. The brand symbol is intellectual chaos.