A beer label is a "clothing" for beer. It makes the first impression on the consumer and distinguishes beer from others. A label can tell a story and become a collectible.
Using the example of the Rauchbier label, we wanted to show what stages of design a label goes through: from idea to implementation.
In the beginning there was a word, and it was "recipe".
Rauhbir is a collaboration between Anora Mishchenko, Oleg Korotkiy (podcast "Two beers, pzhlst!") and Martin Heuser (Avangard malt house, Germany). The three of them developed a recipe and decided to share it not only in the form of beer, but also in the form of a real beer recipe. We decided to put the recipe on the bottle label.
DeconstructionThe desire for a recipe on the label was followed by the idea that this is a collaborative cooking. Therefore, the idea of the label was disassembled into "bricks" of what we want to see, and then re-connected. The hands of the three cooking participants add the ingredients to one pot. And, in fact, the beer recipe.
Happy endA few more edits later, we got what we needed. The label fully reflected the idea of three people working together and contained a beer recipe that the brewers wanted to share. And, of course, it reflected the contents of the package-rauhbir with Guinea pepper.
That's how one simple idea could be transformed beyond recognition. Did you like it?