Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia by Ana Mrazek Lugarov

Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia by Ana Mrazek Lugarov is a highly esteemed winner of the very prestigious 2021 A' Design Award Hlau in Tsim Ntim Khoom Competition Category.

HlauNtim Khoom· 2021

Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia

by Ana Mrazek Lugarov

Client: atelier ANII

A' Design Award Hlau Winner in Ntim Khoom Category

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Colors

The Design

About Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia

Ntawv Nyeem: Chef's yog ib daim ntawv cim tsim los rau ib qho kev sib koom tes ua cawv bia uas tsim los ntawm ib tug thawj kws ua noj, ib tug tsim cawv txiv hmab thiab cov neeg ua cawv bia. Cov cawv bia no muaj yam ntxwv ntawm cawv bia thiab cawv txiv hmab thiab tsim los rau lub tsev noj mov qib siab. Daim ntawv cim no ua raws li tus qauv pom ntawm daim ntawv cim cawv txiv hmab los ntawm txoj kev tsim uas yooj yim (minimalist), siv cov khoom muaj zog qib siab thiab cov ntawv sau uas zoo nkauj uas muaj yam ntxwv niaj hnub nrog rau qub txeeg qub teg. Cov tsoos kws ua noj qub qub, ib lub tsho dawb ob sab (double-breasted jacket) nrog cov khawm dub, yog qhov ua rau muaj tswv yim tsim no, thaum ib txoj kab kub qhia txog kev zoo meej thiab siab tshaj. Kev luam ntawv Offset, kub daim ntsuab (gold foil) thiab cov kua ua kom pom peb sab (three-dimensional varnish) raug siv rau saum daim ntawv nyias uas tsis muaj kua lug (textured uncoated paper).

The Recognition

About the A' Design Award Hlau

Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Chef's Kev Ua Haujlwm Tseem Ceeb: Ntawv Cim Cawv Bia tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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.