OBJECTIVE
Help Birra Peja carve out a niche in a crowded market of mass-produced beer.
Craft beer is synonymous with artisanal quality, meticulous process, and individuality, aspects that often get lost in mass-market production. In our collaboration with Birra Peja, we were entrusted to design the packaging and overall visual identity for Crudo, their take on a mass-produced but craft-quality beer. We helped them develop a brand rooted in the balance between the artisanal and crude appeal of craft beer and the wider, diverse demands of a mass audience.
Use Peja region’s recognizable motifs, encapsulating the region’s spirit and legacy in the design.
A part of our design strategy focused on heritage. We incorporated symbols that represent the Peja region, tying the product back to its geographical roots. Traditional brewing ingredients were subtly transformed into badges and icons, serving as a testament to the brewing craft. We ensured the new design aligned seamlessly with the existing Birra Peja branding, reinforcing the brand’s identity. A cornerstone of this approach was amplifying the use of the brewery’s traditional red color, symbolizing its longstanding presence in the industry.
Integrate Birra Peja’s established branding into the design, ensuring consistency and reinforcing recognition among consumers.
Amplify our color in the design to strengthen our brand identity.
Next, we turned to reflect Crudo’s raw flavor in the design. We stripped away unnecessary ornamentation, letting the product’s authentic quality shine through a minimalist approach. Raw-looking material was chosen for the bottle and can to mirror the unrefined character of the beer. Sensory descriptive words were used to convey the robust flavors Crudo offers, offering a tantalizing promise of the unique taste experience that awaits. To compliment the rawness, we opted for crude contemporary typography that echoes the beer’s simplicity and purity.
Use only the materials that will give you the best performance, regardless of cost or appearance.
Transform traditional brewing ingredients into iconic badges, creating a connection between the craft and the final product.
Implement contemporary, clean typography, reflecting the simplicity and purity inherent in the beer’s character.
To ensure mass appeal, we aligned our design with popular trends in the beer market, making it an attractive choice for consumers. A large, bold, and clear logo was employed for high visibility and instant brand recognition on store shelves. The use of simple, straightforward language made the brand’s message accessible and engaging. Importantly, the design elements were built for scalability, ensuring the design’s consistency and recognizability across various sizes.
Opt for a minimalist approach, letting the beer’s quality speak for itself without excessive design elements.
Adopt clear, concise language, making the brand’s message accessible and engaging to a wide audience.
The implementation of our new visual identity for Crudo had a substantial impact on Birra Peja’s business performance. This surge was a clear reflection of the wider appeal the design had created.
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“We have unexpectedly increased production by four times due to increased customer demand, but we are working at full capacity to produce enough to satisfy everyone who wants Crudo.”
Ermal Berisha
Marketing Director
Devolli Group
