East Side 意大利精釀啤酒 by Roberto Terrinoni is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2020

East Side 意大利精釀啤酒

by Roberto Terrinoni

Client: Roberto Terrinoni

A' Design Award 銅獎 Winner in 包裝 Category

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Colors

The Design

About East Side 意大利精釀啤酒

在意大利中部一個小鎮上的精釀啤酒，每種啤酒都有一個故事，每個故事都在其標籤上講述。拼貼技術既優雅又通用，除了可以插入一些突出產品標識的視覺元素外，例如提及名稱的含義，啤酒的類型及其成分。代表企業形象的徽標設計基於簡單的形狀。這種形狀在標籤的模切上和每一個啤酒的符號系統上都使用了色彩鮮豔和紋章的定制來複製。

The Recognition

About the A' Design Award 銅獎

East Side 意大利精釀啤酒是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計East Side 意大利精釀啤酒將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。East Side 意大利精釀啤酒出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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