J.HARDY
A hooligan solution for parties. Packaging design for J. HARDY beer drink brand.
Client:
Bobruisky Browar Brewing Company
from Belarus
Task:
To develop packaging design for low-alcohol drink of J.Hardy trademark
Bobruisky Browar Brewing Company
from Belarus
Task:
To develop packaging design for low-alcohol drink of J.Hardy trademark
The Belarusian brewery company Bobruisky Browar commissioned the Brandiziac team to develop a concept for Radler, a German beer-based low-alcohol drink. The J.Hardy name, bottle shape and label were already ready.
The brand set a task: anyone who sees J.Hardy should realize at a glance that it is not a classic beer. We needed to attract a certain group of consumers - young people who like beer and low-alcohol cocktails.
We thought - what do young people do when they drink radler? They hang out. So we decided to take an artifact that unobtrusively refers to the center of any party - the DJ, who sets the mood of the evening.
The brand set a task: anyone who sees J.Hardy should realize at a glance that it is not a classic beer. We needed to attract a certain group of consumers - young people who like beer and low-alcohol cocktails.
We thought - what do young people do when they drink radler? They hang out. So we decided to take an artifact that unobtrusively refers to the center of any party - the DJ, who sets the mood of the evening.
The symbol of J.Hardy became headphones - an attribute with the help of which you can recognizably talk about the taste of the drink. The speakers made of fruit halves visualize the taste of the drink, and the composition of the label only hints at the presence of an imaginary DJ. By a hooligan method we managed to fit within the legal requirement that prohibits the use of images of people and animals in alcohol advertising, but left the outlines of people and animals in the label. and animals in alcohol advertising, but leave the outline of a living character.
Other visual solutions endure the aesthetics of craft beer, referring back to the base of the drink. The grunge fonts, engraving elements, and illustration style are pure rock and roll, but reinterpreted. It's like beer but not beer - a universal idea for the entire lineup.
Cherry headphones are also recognizable in monochrome version, which can be used to create promotional products - tableware, clothing, badges. When developing the line and introducing new flavors, cherries can be replaced with any fruit. It will be recognizable in the cut, without the possibility of confusing it with any other fruit.
If we've allowed ourselves to get a little creative with the design, so can anyone who tries a J.Hardy. After all, a little hooliganism is a necessary part of partying.
Other visual solutions endure the aesthetics of craft beer, referring back to the base of the drink. The grunge fonts, engraving elements, and illustration style are pure rock and roll, but reinterpreted. It's like beer but not beer - a universal idea for the entire lineup.
Cherry headphones are also recognizable in monochrome version, which can be used to create promotional products - tableware, clothing, badges. When developing the line and introducing new flavors, cherries can be replaced with any fruit. It will be recognizable in the cut, without the possibility of confusing it with any other fruit.
If we've allowed ourselves to get a little creative with the design, so can anyone who tries a J.Hardy. After all, a little hooliganism is a necessary part of partying.
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