Chef's Этыкетка для піва by Ana Mrazek Lugarov

Chef's Этыкетка для піва by Ana Mrazek Lugarov is a highly esteemed winner of the very prestigious 2021 Жалезная прэмія A' Design Award in Дызайн упакоўкі Competition Category.

ЖалезаУпакоўка· 2021

Chef's Этыкетка для піва

by Ana Mrazek Lugarov

Client: atelier ANII

Жалезная прэмія A' Design Award Winner in Упакоўка Category

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Colors

The Design

About Chef's Этыкетка для піва

Chef's — гэта этыкетка, распрацаваная для сумеснага піва, створанага шэф-кухарам, вінаробам і піваварамі. Гэта піва спалучае характарыстыкі піва і віна і прызначана для рынку высокай кухні (fine dining). Дызайн этыкеткі прытрымліваецца візуальнай мовы вінных этыкетак дзякуючы мінімалісцкай кампаноўцы, якасным матэрыялам і элегантнаму шрыфту, які адначасова з'яўляецца сучасным і класічным. Крыніцай натхнення паслужыла традыцыйная форма шэф-кухара — белы двухбортны піджак з чорнымі гузікамі, а залатая лінія падкрэслівае вытанчанасць. На фактурнай неглянцавай паперы выкарыстаны афсетны друк, залатая фальга і трохмерны лак.

The Recognition

About the Жалезная прэмія A' Design Award

Chef's Этыкетка для піва — пераможца Жалезнай прэміі A' Design Award, прэстыжнага прызнання, якое прысуджаецца добрым дызайнам, што адпавядаюць прафесійным і прамысловым патрабаванням, чаканым ад добра распрацаваных твораў. Жалезныя пераможцы дэманструюць вялікае майстэрства, высокую спецыялізацыю, экспертнае разуменне і творчыя здольнасці сваіх стваральнікаў. Чакаецца, што Chef's Этыкетка для піва — гэта высока цэнены, захапляльны і любімы твор, практычны і інавацыйны. Гэты дызайн, што атрымаў Жалезную прэмію A' Design Award, інтэгруе лепшыя галіновыя практыкі і мае кампетэнтныя тэхнічныя характарыстыкі, звязаныя з ноу-хау і талентам. Chef's Этыкетка для піва паважаецца за грунтоўнасць і прызначаны даваць паляпшэнні якасці жыцця, што дапамагаюць зрабіць свет лепшым месцам.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: A label designed for collaboration beer between chef, winemaker and brewers. The beer is specific because it has the characteristics of beer and wine and was made for high gastronomy market. The label had to associate with a wine label, so a minimalist approach to design, quality materials, printing techniques that emphasize parts of the label were used. An elegant font was chosen, modern and classic. The strength of the label is that the name and design are connected, association is precise.
Dimensions & Packaging: 210 x 68 mm and 190 x 45 mm. Two different dimensions of label because beer came in two sizes, 750 ml and 375 ml.
Tags: beer, beer label, minimalistic design, elegant, sophisticated, label design
Production Technology: Paper for the label is textured, uncoated Martele blanc, offset printing, gold foil print and 3D varnish. Interesting contrasts in textures of paper and printing techniques correspond to clean and contrasting lines of graphic elements.
Design Challenge: The biggest challenge was to combine culinary, beer and wine traditions and connect it with the name of the beer and the design of the label in the cleanest and simplest way possible.
Research: Chef's beer is a complex product created in collaboration of chefs, winemakers and brewers, each of them experts in their profession. The name of the beer was a strong association in which direction to go with research and design. The chef’s uniform was very strong image around which I tried to tell a story. It was important to connect the name, the people who created it and it’s purpose. It is a gastronomic product intended to be enjoyed with a good meal.
Inspiration: Inspiration for this label was the name, the chef and his traditional uniform. White double-breasted jacket with black buttons worn by qualified chef give the label a perfect contrast. Golden line represents a visual part of uniform but also excellence and sophistication. White is intended to signify cleanliness in chef’s uniform and also on the label. Font is elegant and bold, both modern and classic.
Project Duration: The project was finished in 2020. It was created in Croatia and Slovenia. Label was designed in 2019 and printed in 2020. Beer was awarded with gold medal at the European Beer Challenge 2020 in London.
Operation Flow: By looking at a bottle of chef's beer, a minimalist visual and name, an strong association is created for the user. He is connecting the name and visual and an association of chef’s uniform is created in his mind.
Choosing the shape of the bottle may associate it with wine or champagne, but the name and a details on the label reveal that it is a very special beer.