Beer Flood Porter Label by Evgeny Dyakonov

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DESIGN DETAILS
DESIGN NAME:
Beer Flood Porter

PRIMARY FUNCTION:
Label

INSPIRATION:
The event, the bicentennial anniversary of whichw as celebrated on October 17, 2014, was the idea behind this brand: a tragic accident took place on this day in 1814 in London at Meux's brewery (also known as the Horse Shoe Brewery). One of its wooden vatsburst it was used for the maturation of porter, an absolute favorite among all beverages in the British capital at that time. In its pursuit of volumes, the brewery tried to use larger and larger vats, and this race for output has eventually resulted in the tragedy:a 270,000 gal vat (over a million liters) with portercracked at the seams, and the liquid leaked into the street, killing eight people and seriously damaging a few houses. Having studied the ancient recipes, the brewers decided to make the historical porter of that time - Beer Flood Porter. The studio designed an original label based on studies of the history and details of the incident in London and the nature of the drink.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Label design Beer Flood Porter. The collaborative porter was brewed by the craft brewery Heartly Craft in cooperation with Victory Art Brew.

OPERATION / FLOW / INTERACTION:
1) According to our surveys, the product design triggers positive emotions in consumers, and, as a result, they want to taste the historic Porter. This result was achieved due to the ironic label design depicting the events that occurred during the beer accident in London.

PROJECT DURATION AND LOCATION:
The duration of the project, including craft beer market analysis, concept development, coordination of intermediate variants and modifications, final label design and market launch of the product, was 60 working days.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Paper, offset printing

SPECIFICATIONS / TECHNICAL PROPERTIES:
Label: 220 x 110 mm

TAGS:
Porter, Beer, Flood, Lable, CUBA Creative Branding Studio, Design

RESEARCH ABSTRACT:
Having analyzed the historical sources, in the studio decided to portray the consequences of the accident (London Beer Flood in London) on the label – however, in a light and ironic manner. These events were covered in all printed publications of the time, therefore, we decided to use the newspaper article about the event in The London Chronicle, as well as images of beer vat fragments and beer components – black malt and hops - as core design elements.

CHALLENGE:
The main objective was not to cross the line between light and ironic, positive and appealing design and the risk of inducing negative emotions in consumers. The surveys have shown that the design captured the essence of the historical events with confidence and irony, as well as revealed the nature of the historic beverage based on the recipes of that time.

ADDED DATE:
2015-02-18 08:15:30

TEAM MEMBERS (3) :
Evgeny Dyakonov, Cuba Creative Branding Studio and

IMAGE CREDITS:
Evgeny Dyakonov, 2014.

Visit the following page to learn more: http://goo.gl/m0upED
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Heartly Craft Brewery

PROFILE:
Heartly Craft Brewery is a private craft brewery located in Lipetsk (Russia). The brewery opened in 2014, its specialty is original designer beer styles.This is the first craft brewery in the region.The brewery owners have ambitious plans:one of their main plans is to promote the craft beer culture to the public. In the near future, the brewers plan to open their own pubs, where, besides their own brands, they will offer the most remarkable new craft beer brands from their colleagues around the world.

NOMINATION DETAILS

Beer Flood Porter Label by Evgeny Dyakonov is a Nominee in Packaging Design Category.

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AWARD DETAILS

Beer Flood Porter Label by Evgeny Dyakonov is Winner in Packaging Design Category, 2014 - 2015.

· Read the interview with designer Evgeny Dyakonov for design Beer Flood Porter here.

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