Giurgiu in a Bottle
Field: Food and Beverage Industry
Client: Dunareana Brewing Co.
Year: 2021
Brand Identity
Logo design
Art Direction
Packaging
Illustration
OOHs
Dunareana is a craft beer brewery inspired by the spirit of Giurgiu. The brand's identity reflects the Danube's waves, the sandy beaches, and the historic clock tower.
We developed the entire branding, including the visual identity, logo or labels for the first three beers. Each label tells a story, thoughtfully designed to capture the essence of the city and its unique heritage.
Summary
This project was a brand identity development for a craft beer collection, which included label design and logo creation. The special edition was crafted to honor the founders' hometown, Giurgiu. Their goal was to pay tribute to the city by offering its residents a traditional yet artisanal beer, while incorporating a modern design aesthetic. Three unique labels were created, each featuring iconic elements of the city such as the Clock Tower and the Sailor. Subtle color accents highlight the beer varieties—the sun representing the blonde beer and the moon symbolizing the dark beer. The Sailor serves as the symbol for the “Marinareasca” beer, a unique variety dedicated to the Danube-side city.
Challenge
One of the key challenges in this project was selecting a style and font that seamlessly blended traditional elements with modern trends. The beer was targeted towards an older demographic, yet the brand itself needed to reflect a fresh, contemporary image. We had to strike a careful balance between respecting tradition and embracing modern design aesthetics. The use of color required subtlety—adding just enough vibrancy to keep the design visually engaging while maintaining a clean, uncluttered look. To enhance the illustration, we meticulously fine-tuned the lines, ensuring they conveyed essential details and features without overwhelming the overall composition or making it feel messy. Finally, the logo needed to be integrated thoughtfully and effectively within the design, becoming a natural part of the composition.
Solutions
To achieve the desired balance between tradition and modernity, we selected two vibrant colors—yellow and deep blue—that blend seamlessly with the black-and-white line art design. We opted for an engraving effect, illustrating the characters and elements entirely with lines, creating a traditional yet captivating style. Small pops of color were added to bring the design in line with current trends, while the chosen shades ensured it stood out visually. A simple, modern font was selected to complement the overall aesthetic, integrating perfectly with the more traditional logo, achieving harmony between the brand’s new and old influences.
The font is a refined creation inspired by typefaces like Lato and Josefin Sans. The letterforms offer a clear and robust representation of the brand's vision. The entire brand identity is rooted in the simplicity of clean lines and the contrast between sharp and rounded edges.
The heraldic-style icon, paying homage to the brand's home city's rich history, further strengthens this connection to the past.
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