G U S I.
Branding of private brewery. Design, naming a line of craft beer.
The intensive development of the Russian beer market over the past 10 years has led to an increase in the number of small breweries with a predominance of original beers.
The craft wave opened a new segment of consumers who need interesting quality beer not from mass beer factories.
The GUSI brewery is located on the territory of the Technopark of Novosibirsk Academgorodok, in a place where the concentration of experimenters in almost all spheres is perhaps the highest in the region.
Initially, the brewery was a part of the restaurant of the same name. However, after changing the positioning, it became necessary to distance itself from the restaurant.
New for the company market of craft beer, a new competitive environment and distribution channels required appropriate visual identification for both the brewery itself and for the product it produces.
Moroz design's team got an assignmentwas to design the identity of the brewery and of the beer packaging line.
GUSI brews beer in classical styles — Czech Lager, Pilsner, Weizen, and in the more original Baltic porter, Oatmeal Stout, American IPA, Double IPA, American Wheat Beer, etc. To date, these are seven constant sorts of beer and regular experiments with new, seasonal and rare varieties.
The naming of the product line is based on the image of the brewery logo - a stylized goose paw, a goose-footprint. We create an area in which geese could be found and leave their footprint there. As a rule, this is a natural area, corresponding to the mood of one or another sort of beer.
For seasonal and new varieties is used the general name:
SURE SHOT (trial brew).
As a background there is a graphic structure based on repeating elements, revealing the name of the beer variety.
The general image of the structure is unique for each variety.
The result of the work is a modern, bright, attractive image with an emphasis on the logo of the brewery, which allowed the brand to create a clear color spot on the shelf, stand out from the competition and sell without significant marketing and advertising support.