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Zhashkivske Beers

Design: Dozen Agency
Location: Ukraine
Project Type: Produced
Product Launch Location: Ukraine
Packaging Contents: Beer
Packaging Substrate / Materials: Plastic bottle

The Zhashkivske beer was born from our partnership with New Products Group. It has become the second brand in the portfolio of New Brew, a brewery running high-performance German-made equipment that opens access to a classic beer brewing technology.
We targeted adult residents of regional cities that have firmly established themselves and like tasty food and outstanding beer. Working on the design, we had to tackle a difficult task—to create a local brand with a decent modern look but without wading into the craft, small-town or mass-market territory.
For the emerging Zhashkivske, we went for a distinctive ‘no-frills’ look. With two contrast colours, a dynamic ribboned composition, etched illustration, some cracks on the background, and somewhat naive asymmetric lettering, we managed to create a cozy design that encompasses a certain historic feel, a hint of global classical standards, the naturalness of the product, and the hands-on approach to one's favourite pursuit.
We went for a line-up of three classic styles: Pshenychne, Svitle, and Zhyhulivske. And they excellently stand out on the shelf. The brand looks somewhat familiar and is reminiscent of a local product, encapsulating a particular local product aesthetic and associations, while being totally different and immediately noticeable on the shelf.

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