Chef's Cerveza Etiqueta by Ana Mrazek Lugarov

Chef's Cerveza Etiqueta by Ana Mrazek Lugarov is a highly esteemed winner of the very prestigious 2021 A' Design Award Fierru Premiu in Pilluchina Kamay Competition Category.

FierruPilluchina· 2021

Chef's Cerveza Etiqueta

by Ana Mrazek Lugarov

Client: atelier ANII

A' Design Award Fierru Premiu Winner in Pilluchina Category

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Verified Award Winner

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Colors

The Design

About Chef's Cerveza Etiqueta

Chef's nisqaqa huk etiquetam, huk yanuq (chef), huk vino ruwaq ima cervezakunata ruwaqkunawan kuskachasqa cervezapaq ruwasqa. Kay cervezaqa cerveza ima vino ima kaqninkunata tupachin, hatun mikhuna wasikunapaq (fine dining) ruwasqa kashan. Etiquetaqa vino etiquetakunapa rikch'aynintam qatin, pisilla diseñowan, allin materialkunawan, hinaspa modernota kaqllataq clásicota rikch'akuq elegante letra tipowan. Traditional chef p'achan, yuraq iskay p'unchaw ñawpaq (double-breasted) casaca yana botonniyuq, kaymi inspiración karqan, huk qori línea ima allin ruwasqa kasqanta rikuchin. Offset imprimisqa, qori foil ima kimsa dimensión barnizniyuq ima ch'usaq mana llampu (uncoated) qara papelpi churasqa kashan.

The Recognition

About the A' Design Award Fierru Premiu

Chef's Cerveza Etiqueta A' Design Award Fierru Premiu mishak kan, yupaychay, kayta ruray yachak shinallatak industriapak mañaykunata paktachik alli diseñukunaman kun. Fierru mishak kashkakunaka hatun ruray ushayta, hanak yachayta, yachak yuyayta shinallatak ruray kamachiyta rikuchinku. Chef's Cerveza Etiqueta sinchi yupaychashka, kuyashka shinallatak kuyashka ruray, ruranapak alli shinallatak mushuk yuyaypi kanata munanku. Kay Fierru Premiu japishka diseñuka industriapak ashtawan alli ruraykunata tantachin shinallatak yachaywan shinallatak ushaywan tantashka tekniku ushayta charin. Sinchi ruraymanta Chef's Cerveza Etiqueta yupaychashka kan shinallatak kawsayta alliyachik ruraykunata kuypak ruray kan, pachata ashtawan alli kachun ruran.

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.