Chef's Etiketë Birre by Ana Mrazek Lugarov

Chef's Etiketë Birre by Ana Mrazek Lugarov is a highly esteemed winner of the very prestigious 2021 Çmimi i Hekurt A' Design Award in Dizajni i Paketimit Competition Category.

HekuriPaketim· 2021

Chef's Etiketë Birre

by Ana Mrazek Lugarov

Client: atelier ANII

Çmimi i Hekurt A' Design Award Winner in Paketim Category

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Colors

The Design

About Chef's Etiketë Birre

Chef's është një etiketë e projektuar për një birrë të krijuar në bashkëpunim nga një shef kuzhine, një prodhues vere dhe birra. Birra kombinon karakteristikat e birrës dhe verës dhe është menduar për tregun e restoranteve të kuzhinës së rafinuar. Etiketa ndjek gjuhën vizuale të etiketave të verës nëpërmjet një dizajni minimalist, materialeve cilësore dhe një shkronje elegante që është njëkohësisht moderne dhe klasike. Uniforma tradicionale e shefit të kuzhinës, një xhaketë e bardhë me dy gjoksë dhe butona të zinj, shërbeu si frymëzim, ndërsa një vijë e artë sugjeron finesë. Printimi offset, folia e artë dhe llaku tredimensional janë aplikuar në letër teksturuar pa veshje.

The Recognition

About the Çmimi i Hekurt A' Design Award

Chef's Etiketë Birre është fitues i Çmimit të Hekurt A' Design Award, një njohje prestigjioze që u akordohet dizajneve të mira që plotësojnë kërkesat profesionale e industriale që priten nga krijimet e dizajnuara mirë. Fituesit e Hekurt shfaqin aftësi të madhe, specializim të lartë, kuptim ekspert dhe kapacitet krijues të autorëve të tyre. Chef's Etiketë Birre pritet të jetë një krijim shumë i vlerësuar, i admiruar e i dashur, praktik dhe inovativ. Ky dizajn fitues i Çmimit të Hekurt A' Design Award integron praktikat më të mira të industrisë dhe ka karakteristika teknike të afta, të lidhura me njohuri dhe talent. Chef's Etiketë Birre respektohet për përpikërinë e tij dhe është dizajnuar për të ofruar përmirësime të cilësisë së jetës që ndihmojnë ta bëjnë botën një vend më të mirë.

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.