The Craft Beer Festival is an event featuring various types of beer produced by small independent breweries. Craft beer differs from regular commercial beer in that it is made according to original recipes and often using unusual ingredients. The festival is held in Kolomenskoye Park in an open area and includes tastings of different beers, contests, music and communication with beer lovers.
In the process of selecting a metaphor, the attributes of a typical hipster were analyzed. Most often it is a characteristic plaid shirt. Plaid shirts are a popular wardrobe item among hipsters. Shirts can be either long or short, with or without a collar. They are perfectly combined with jeans, chinos and other elements of the hipster-style wardrobe. A bright association with such a cell was a deck of cards, the turnover of which is always a cell. There is also an unlimited number of themed decks of cards. Hipsters also use cards for entertainment and recreation, especially if the game takes place in pleasant company. As a result, it was decided to manually develop characters for decks of cards, namely kings and queens, who are connoisseurs of craft beer. Manually designed cages painted in shades of beer. To maintain the identity system, a layout system was developed. Chopped grotesque was chosen as the font. He perfectly emphasizes the characteristic illustrations of kings and queens, namely sharp corners. The project has developed the main media of the festival — beer, outdoor advertising, plaques, tickets, T-shirts, cap, cards, plaid, shopper and badges. The resulting corporate identity system forms a unique image of the festival, helps it stand out in the market and attract its target audience.