CRAFT RAFTING

Each project’s journey is unique. We’ve slid along the high-oleic oil brand as smoothly as though oiled. We’ve cheerfully crunched down on baked bread snacks. And we’ve rafted through the turbulent, foamy, redolent stream of the Insider craft beer case.

LOVE STORIES ARE MANY,

but we come across some that are unique. Andrii Matsola is in love with beer. He loves it dearly and is loved. He came up with the idea of the Insider Craft Hub. It enables any brewmaster to brew matchless beer and start his own business. It offered a chance for our agency to breathe our love for the product in the spirit of the brand while working with a category of craft beer.

INSIDE THE INSIDER

We had to deal with the brand portfolio, keeping in mind that craft beer is, traditionally, a niche product, hard to fit into a product line. The project potential suggested Insider as a familiar category-building craft, the bulk of the craft products.

LINING-UP

the product line didn’t work, so we grouped the products into flavor and classic. We came up with a unique message for each SKU to communicate the product and the flavor to the consumer. IPA is an icon for craftsmen. To anchor the product, we suggested names for two line items: Bombay and Bengal, thus invoking the history of IPA.

THE SECRET IS IN

according to the strategy we came up with, because craft implies a fascinating background story. The brand identity reminded consumers of the world of secret societies and curious discoveries. It distanced the brand from other craft products, wrapped up as they are either in handmade minimal art or in a chaos of colors.

A COMPLICATED TERM OF METAMODERNISM

made it easy for us to grasp the mind of the brand. The craft’s spirit is self-irony, simplicity, and striking combinations. We’ve mixed the secret societies theme with craft emblems. We’ve combined the mash paddles with a flash of lightning symbolizing creative insight. We’ve put an eye in the center, something every secret society just has to have. You look at the beer, the beer looks at you.

THE CRAFT HOLDS ART,

so we invited Olha Selyshcheva, a famous artist, to reinforce our design team. Remarkably crafty tigers and elephants emerged from her brush. On top of that, each label was designed to tell the consumer about the flavor of the product.

THE RESULT

has probably been seen and tried by you already. We’ve added the spirit to the quality of beer, pouring it into the bottles—a fairly premium but familiar shift between the brink of the bulk and the brink of the niche product.