Creative Agency: ByVolume
Photographer: Daniele Grizzi
Project Type: Produced, Commercial Work
Packaging Contents: Beer
Brewfist is one of the fastest growing Italian breweries, making contemporary craft beer styles alongside traditional recipes. In only five years they have more than tripled their production, expanded the brewery and invested in new innovative equipment.
One of the driver of their success is the quality and variety of their beers. Started off with four recipes, today Brewfist offers more than 30 products: from all-year-round beers to seasonal, special and collaboration brews. As it often happens, commercial growth can lead to losing sight of the brand strategy. ByVolume was tasked to restructure Brewfist portfolio and revamp its packaging without losing brand recognition.
We recognized that in order to maximise the brand’s potential and compete in the increasingly crowded beer market, Brewfist needed to clarify its proposition and reinvigorate its positioning in a way that was relevant and compelling for craft beer consumers.
"More Beer, More People" was the ethos that drove the brewery from its beginning and informed our design process.
Based on product characteristics and positioning in the market, we first structured their portfolio in three distinct lines: core, collaborations, barrels. We then defined each product strategy and with that in mind we set clear design principles and objectives to guide the redesign of each product line.
The barrel range conveys a premium look and feel. The dominant black colour and the barrel rack design remind us of the patience and time needed to create each batch of these special brews. The illustrations, specific to each product, help bring to life each beer’s personality and style.
Revealed in September 2016 the new identity has yet to be rolled out on all the single products, but initial reaction to it has been extremely positive and is already creating buzz within the craft beer community - from consumers to publicans and distributors.