Craft products seem to have flooded the market, and with them a certain set of unspoken design rules. So when the opportunity to develop the branding for a new craft beer line came up, In-House team member Oscar Bastidas jumped at the chance. The concept itself is unique to the Venezuelan market: the Creola brand developed four beers to launch simultaneously, developing their flavor profiles around “Mestizo, Mulato, Indio + Zambo, the main colonial caste that originated the mixture of our present race.”
The concept demanded a brand that fully communicates the strength and uniqueness of each presentation. But brands and labels can be sterile affairs. In this case, a more human approach was mandatory. So it was approached by literally representing each of the four characters with features as strong and forceful as the taste of Creola; illustrated with a technique as crafty and tactile as the product itself and elevating the product through lithographic-style lines.
The brand’s launch caught the eye of Behance curators, who included Creola in “Packaging Design Served“, which selects outstanding packaging projects by leading creatives.
The Project was also picked up by AIGA’s social media team, who instagrammed the project to its 160,000+ followers.
Creola’s branding will be featured in “BRANDING ELEMENTS – LOGOS 4” produced by Sendpoints Publishing” in China.