Creative Brief for Shumensko Author’s Brew Season 2024: Christmas Edition

Project Overview

The 2024 Christmas Edition of Shumensko Author’s Brew (limited seasonal release) is a celebration of craftsmanship and holiday tradition, brought to life through an exclusive, festive design. This edition aims to evoke a sense of tradition, warmth, and joy, reflecting the premium quality and innovative character of the Shumensko brand.

Objective

Reinforce Shumensko’s reputation as a brand that innovates and connects deeply with its audience through innovation and craftsmanship.
Captivate both beer enthusiasts and gift shoppers with a visually stunning, premium product that stands out on shelves.
Deliver a collectible label that enhances the customer experience.

Target Audience

Primary: 25–45-year-old beer enthusiasts with a taste for seasonal, craft, and exclusive beverages.
Secondary: Holiday shoppers seeking premium, unique gifts for friends and family.

Key Design Messages

Exclusivity: The label must instantly convey that this limited-edition brew is available only for Christmas 2024.
Craftsmanship: Visual elements should highlight the artistry and attention to detail in brewing and packaging.
Tradition Meets Innovation: A harmonious balance of classic festive motifs and modern graphic aesthetics.

Label Design Guidelines

1. Color Palette:
Traditional Festive Colors: Rich red, luxurious gold, and deep green to evoke holiday warmth and cheer.
Accents: Use white and metallic touches (foil or embossing) for elegance and contrast.
2. Typography:
A mix of classic serif fonts for tradition and clean sans-serif fonts for modernity.
Highlight “Christmas Edition” and “Author’s Brew Season” with bold, standout typography.
3. Graphics and Motifs:
Winter-inspired elements: snowflakes, fir branches, Christmas ornaments.
Subtle references to brewing traditions: hops and malt woven into the design.
4. Logo Placement:
Ensure the Shumensko logo is prominent, reinforcing brand identity.
“Author’s Brew Season” should have equal visibility to tie the product to Shumensko’s seasonal series.
5. Finishing Touches:
Textured or embossed surfaces to give a tactile, premium feel.
Gold foil or holographic accents to enhance collectibility and visual appeal.

Packaging Vision
The label should stand out on shelves with an unmistakable festive aura while reflecting the premium quality Shumensko is known for. A festive yet sophisticated design will appeal to beer lovers and gift shoppers alike, making it the centerpiece of any holiday celebration.