Jarosov Brewery. Folklore in a bottle. Label design by Little Greta

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DESIGN DETAILS
DESIGN NAME:
Jarosov Brewery. Folklore in a bottle.

PRIMARY FUNCTION:
Label design

INSPIRATION:
For the visual language, we drew inspiration from botany, folkloric architecture and traditional folklore. Sorb tree, cockerel, heart and flowers - these are symbols of Moravian Slovakia, the brewery’s location, where folk traditions are alive and well. The cockerel motif also represents resurrection embodying the brewery's return to life. Moravia is primarily a wine region, thus we extended its iconography with beer symbols, hops and ear of barley.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
How to distil the richness of Moravian Slovakia folklore into a beer label? We managed to craft a flat background, vector lines and typography into a vibrant ornamental and eye-catching visual style. The design can be further developed to match the type of beer Moravian Slovakia folklore motifs decorate the classic Czech beers, while label designs of the other styles introduce appropriate folklore elements from different regions and cultures (i.e. Stout – Celtic knots).

OPERATION / FLOW / INTERACTION:
The Moravian Slovaks are very proud of their folklore. It is one of a few places in Czechia where the tradition is so vivid and alive. Folklore motives on a beer label are somewhat less popular, but we were not afraid to use them. It is because the Jarosov beer is brewed in the heart of Moravian Slovakia. The design was warmly welcomed and help the "resurrected" brewery to become a regional brand that the locals are proud of.

PROJECT DURATION AND LOCATION:
The beer is brewed and bottled in Jarosov, Uherske Hradiste, Czechia. It’s sold mainly in Moravian Slovakia and nearby regions, as well as in Czech craft beer shops.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The labels are printed on recycled label paper, die cut and glued to the bottle.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The bottle is a 500 ml dark-glass beer bottle with swing top closure. The label consists of three parts: the main label (77 x 115 mm), a safety stamp (21 x 99 mm) and the back label (65 x 100 mm).

TAGS:
folklore, Moravian Slovakia, Czech, botany, minimalism, ornament, cockerel, resurrection

RESEARCH ABSTRACT:
We are fans of offline research, thus we were more than happy to explore Moravian Slovakia as a part of our work. We went on a trip looking for famous ornamental wall paintings decorating the chapels and houses. The regional museum in Uherske Hradiste – the heart of the region – was very helpful in reaching the ornaments used at folk costumes. We derived the colours for the most basic beer label (white lines on dark blue background) from modrotisk – the traditional fabric-printing technique.

CHALLENGE:
Beer is rarely considered to be a sophisticated drink, especially in Moravia with its long wine-making tradition. The hardest part was connecting the wine-connected folklore elements, the ornamental form and the product itself being craft beer. Also challenging was the lettering, which had to serve two purposes – the label headline as well as the brewery's logo.

ADDED DATE:
2018-02-28 13:58:54

TEAM MEMBERS (7) :
Mateusz Slowakiewicz, Pawel Ratajczyk, Tomas Nedved, Jan Blazek, Marketa Dankova, Gabriela Zmeskalova and Nikola Timkovicova

IMAGE CREDITS:
Image #1: Photographer Julius Filip, Image #2: Photographer Julius Filip, Image #3: Photographer Julius Filip, Image #4: Photographer Julius Filip, Image #5: Photographer Julius Filip,

Visit the following page to learn more: http://beer.littlegreta.co.uk
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Jarosov Brewery

PROFILE:
Czech brewery situated in village Jarosov. In 1994, it was impossible for Czech people to escape the smash hit from Argema, a Smokie-style band (remember Smokie? Of “Livin’ Next Door To Alice” fame). With hurdy-gurdy music and cheesy lyrics, “Jarosov Brewery” made the eponymous brewery famous throughout the country. However, musical success wasn’t enough to save Jarosov. Financial pressures forced its closure, at the dawn of the new millennium. In 2016, backed by a new investor, Jarosov returned. Focusing on a craft beer niche. And seeking a new visual identity…

NOMINATION DETAILS

Jarosov Brewery. Folklore in a Bottle. Label Design by Little Greta is a Nominee in Packaging Design Category.

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AWARD DETAILS

Jarosov Brewery. Folklore in a Bottle. Label Design by Little Greta is Winner in Packaging Design Category, 2017 - 2018.



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