East Side La Cervesa Artesana Italiana by Roberto Terrinoni

East Side La Cervesa Artesana Italiana by Roberto Terrinoni is a highly esteemed winner of the very prestigious 2020 A' Design Award de Bronze in Disseny d'Embalatge Competition Category.

BronzeEmbalatge· 2020

East Side La Cervesa Artesana Italiana

by Roberto Terrinoni

Client: Roberto Terrinoni

A' Design Award de Bronze Winner in Embalatge Category

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Verified Award Winner
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Colors

The Design

About East Side La Cervesa Artesana Italiana

Una cervesa artesana en una petita ciutat del centre d'Itàlia, cada cervesa té una història, cada història s'explica a la seva etiqueta. A més de ser elegant i versàtil, la tècnica de collage permet inserir alguns elements visuals que posen de manifest la identitat del producte, com ara referències al significat del nom, a la tipologia de la cervesa i als seus ingredients. El disseny del logotip, que representa la identitat corporativa, es basa en una forma senzilla. Aquesta forma es reproduïa en el tallat de les etiquetes i en el sistema de símbols de cada cervesa mitjançant una personalització tant colorida com heràldica.

The Recognition

About the A' Design Award de Bronze

East Side La Cervesa Artesana Italiana és un guanyador del guardó A' Design Award de Bronze, un reconeixement altament prestigiós concedit a dissenys sobresortints que es distingeixen per la creativitat, l'enginy i l'astúcia. Els guanyadors de Bronze són artefactes ampliament hàbils i sorprenentment creatius que autentiquen la vasta experiència, la imaginació i el recurs dels seus dissenyadors. Es preveu que East Side La Cervesa Artesana Italiana sigui un objecte molt apreciat, admirat i estimat, notablement professional i innovador. Aquest disseny guanyador del guardó A' Design Award de Bronze incorpora les millors pràctiques de l'art, la ciència, el disseny i la tecnologia i és excel·lent per la seva atenció al detall. East Side La Cervesa Artesana Italiana satisfà esplèndidament les necessitats, toca els desitjos, encisa els sentiments i crida la curiositat.

Behind the Design

Press Kit

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

Unique Properties: As well as being elegant and versatile, the collage technique allows to insert some visual elements that highlight the identity of the product, such as references to the meaning of the name, to the beer typology and to its ingredients. The logo design, which represents the corporate identity, is based on a simple shape. This shape was reproduced on the die-cut of the labels and on the symbol system of every single beer using a customization which is both colourful and heraldic.
Dimensions & Packaging: 8,5x9 cm
Tags: beer, collage, packaging, label, italy,
Production Technology: Paper, off-set print, screen printing polishing
Design Challenge: The main challenge was facing a very fresh market in Italy: there were no know-how, no rules, only intuitions. Mixing the results of market research conducted abroad with the forecasts of the Italian demand was the most challenging task.
Research: At the dawn of the success of craft beer in Italy, the brief asked to approach the communicative tone of wine while maintaining some distinctive traits of beer. Being a product designed to be enjoyed at the table, it required the 75 cl format. The target had to be adjusted to the price of the craft, a much higher one compared to most industrial beers. The brand is ppredominant in the world of craft beers and it shows on the label, which is typical of an industrial beer, so to benefit the product and its identity.
Inspiration: Each label tells a story. This story is made of flavors, legends, qualities, references and ideas that complete the experience of tasting these ice-cold beers. A very complex visual architecture alternates elements that tell the story of the product (the photographic parts in collage style, the colors and the heraldic pictogram) to others that underline the brand identity (the setting, typography and frequent use of the basic form of the brand).
Project Duration: This project was born in 2015 in Latina, in Central Italy. A new brewery was starting to get attention and growing rapidly. A year after its foundation, it decided to reset the communication of the brand and restyle three labels from its selection of beers. The collaboration still goes on today and it has given birth to a range 22 labels; the goal is to reach 30 by the end of 2020. Today the brewery is considered a rising star in the Italian and international scene of craft beer.
Operation Flow: This label tells a story that the master brewer Luciano Landolfi manages to express with every single beer; a tale of processes, ingredients and cultural roots. The real challenge was to convey all these concepts with a small label.
Image Credits: video by east side brewing