Chef's Tšebeletso ea Motheo: Lebelo la Biri by Ana Mrazek Lugarov

Chef's Tšebeletso ea Motheo: Lebelo la Biri by Ana Mrazek Lugarov is a highly esteemed winner of the very prestigious 2021 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2021

Chef's Tšebeletso ea Motheo: Lebelo la Biri

by Ana Mrazek Lugarov

Client: atelier ANII

Moputso oa Tšepe oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Chef's Tšebeletso ea Motheo: Lebelo la Biri

Sengoliloeng sa Buka: Chef's ke lebelo le hlaphothiloeng bakeng sa tšebelisano ea biri e entsoeng ke setsebi sa lijo, moetsi oa veine le baetsi ba biri. Biri ena e kopanya litšobotsi tsa biri le veine, e reretsoeng 'maraka oa lijo tsa boleng bo phahameng. Lebelo lena le latela puo ea pono ea lebelo la veine ka moralo o bonolo, thepa ea boleng le mofuta oa litlhaku o mocha empa o boetse o le oa setso. Seaparo sa setso sa setsebi sa lijo, jaseng e tšoeu e nang le lihlopha tse pedi le konopo tse ntsho, e bile mohlomphehi oa moralo ona, ha mola oa 'gauta o bontša boleng bo phahameng. Mokhoa oa ho hatisa oa 'offset', foil ea 'gauta le varnish e nang le bophahamo bo boraro li sebelisitsoe holim'a pampiri e nang le sebopeho e sa kopitsoang.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Chef's Tšebeletso ea Motheo: Lebelo la Biri ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Chef's Tšebeletso ea Motheo: Lebelo la Biri e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Chef's Tšebeletso ea Motheo: Lebelo la Biri e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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.