Mad Packgaging
Field: Food and Beverage Industry
Client: MAD LADS Brewing Co.
Year: 2022
Brand Identity
Art Direction
Packaging
Illustration
Mad Lads is a craft beer brand from near Bucharest. The three founders wanted a design that would represent their personality.We created the brand identity, including the packaging. Each character on the labels has its own story, conceived and designed by us based on the type of beer produced.
Summary
MAD LADS is a Romanian craft beer brand that launched in the summer of 2021 with a mission to change the way Romanians perceive craft beer. They infuse a touch of their playful madness into each beer they produce in their hometown. The project required the creation of a complete brand identity, including labeling, logo, and a cohesive brand style. MAD LADS offers three distinct beer varieties, each with its own story: The Mad Workaholic, an IPA; The Mad Mixologist, a Margarita Gose; and The Mad Moonshiners, a Saison. Each beer tells a unique tale that reflects the brand's daring and unconventional spirit.
Challenge
The most critical aspect we had to focus on was ensuring that each label told a compelling story, one that people could personally relate to. It wasn’t just about creating visually appealing designs, but also about capturing the essence of each beer through storytelling. We needed to develop a design and style that reflected the urban lifestyle of Bucharest, resonating with the everyday life of the city. Another key challenge was crafting an interesting and unconventional design that would stand out, particularly appealing to the younger generation and urban craft beer enthusiasts. It was essential to create something that not only looked great but also connected with the modern, dynamic audience in a way that made them find themselves in the design.
Solutions
We created two distinct scenarios inspired by life in Bucharest: the vibrant nightlife of the city and the fast-paced, crowded mornings in the Bucharest metro. Each scene features unique characters representing the traits and types of Bucharest citizens, capturing the essence of urban life. The third label is a tribute to the founders, depicting the three of them as central figures. These characters were designed as imaginative, unique creatures with distinct features. The color palette is bold and vibrant, enhancing the overall impact. The branding emphasizes "the mad lads," represented by characters with red skin—a visual that symbolizes the brand’s bold identity and helps consumers connect with the brand’s positioning, making them feel part of its unique, rebellious culture.
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The Mad Workaholic
The first and one of the most popular beers in the MAD LADS lineup, The Mad Workaholic is crafted for corporate professionals. The characters on the label represent various archetypes found in multinational companies. The chick symbolizes the intern, still finding their place within the team. The Cyclops, casually seated, is the ever-prepared programmer. The flying bat portrays the assistant manager who knows everything happening within the company. The big manager is depicted standing with a phone in hand, embodying authority, while the CEO completes the lineup. At the center of the illustration is the "non-mad" character—a regular person, representing those who follow a more conventional path in life and who fits perfectly into the scene. The background is a bustling scene from the Bucharest metro, grounding the illustration in the reality of everyday city life.
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The Mad Mixologist
The Mad Mixologist is a lighter beer, with delicate hints of lime and lemon, ideal for capturing the vibrant nightlife of Bucharest. The label portrays a lively club scene featuring characters that represent different archetypes of urban hipsters. There’s the intellectual introvert, balancing his desire for comfort with the need for a social life. The Cyclops programmer from the previous label takes a break, now transformed into a free-spirited nomad, traveling the world and savoring his weekend nights. The trendsetter, deeply absorbed in the latest fashion, seeks to stand out. A lemon character is added to symbolize minority groups fighting for their rights. At the heart of the composition is a "normal" character, anchoring the scene in reality and seamlessly fitting into the dynamic atmosphere.
The Mad Moonshiners
The Mad Moonshiners features a unique, subtle ingredient: Limu Omani, a special type of lemon from Arabic countries. The label illustrates the three founders in a post-apocalyptic Bucharest, where beer has become a rare and precious commodity. Electric cars line the scene, with Vlad, one of the founders, using his IT skills in an attempt to make one work. Meanwhile, Ionuț, the master brewer, is documenting his secret beer recipes, and Ștefan is chasing after the lime character, which also appeared on the previous label, now transformed into a human Limu after being scorched by the sun. As she tries to steal their precious beer, the scene blends creativity and narrative, capturing the playful essence of the brand.
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