Eivind Borgersen — Gruen Brewery Ltd.

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Identity

Gruen Brewery Ltd.

Print

Faculty of Science & IT

Illustration

Various Projects

Gruen Brewery Ltd.

3D Render of the Gruen Double Hopped bottle.

The brief was to A) design a label for the fictional label Gruen Beer for export from Australia to the US market within the premium segment, B) design a billboard campaign promoting Gruen Double Hopped Beer in the selected market and C) design parts of an annual report utilising visual elements previously created to form a consistent visual identity for Gruen Brewery Ltd. In the end it was decided to design two logos — one for the company as a corporate logo, and one for the beer label itself.

The typeface used was Baskerville, as it had a modern clean feel to it, as well as representing tradition without being too pretentious. The billboards and website uses Futura for slogans and headings as it is a highly legible sans-serif that suits the premium feel wanted. All the imagery was taken on a roadtrip into the New South Wales outback, and is the basis for the concept behind the labels. The concept relies heavily on using imagery and type upside down to emphasize “down under”.