Hipster Craft Beer Fest, held in the heart of Russia, is a gathering like no other, bringing together beer enthusiasts who share a deep appreciation for the extraordinary. This event is not just about beer; it’s about celebrating the art of brewing, the uncharted territory of flavors, and the vibrant diversity that craft beer offers. In crafting a brand identity for such a festival, our main challenge was clear: how do we effectively convey the myriad tastes and textures of beer while accentuating the brilliance of their differences?

Our creative solution involved an innovative use of imagery – the distortion of beer by the angles of different beer mugs. This captivating approach served as the linchpin for our branding strategy, as it can be seamlessly adapted to a wide range of media. Whether it’s through simple yet striking graphics, captivating photography, or dynamic video content, this method serves as a visual metaphor for the multifaceted world of craft beer. It brilliantly captures the essence of the festival, accentuating the uniqueness of each beer variety and celebrating the spectrum of tastes.

In the creative journey to develop this brand identity, we were fortunate to collaborate with the Russian Higher School of Economics (HSE) Art and Design School. Their expertise and creative insights elevated our work, enabling us to delve deeper into the artistic nuances of the hipster craft beer culture. Their guidance was invaluable in bridging the gap between tradition and innovation.

We extend our special thanks to our mentor, Tanya Dunaeva, whose expertise and unwavering support played a pivotal role in shaping this project. Tanya’s guidance and dedication helped us navigate the complexities of brand identity creation and ensured that our work truly resonated with the essence of Hipster Craft Beer Fest.