Zona Mosto Фирменный стиль бренда — Emanuele Grittini

Работа Zona Mosto Фирменный стиль бренда дизайнера Emanuele Grittini является высоко ценимым лауреатом престижной премии 2023 Бронзовая премия A' Design Award в конкурсной категории Дизайн графики, иллюстрации и визуальных коммуникаций.

БронзоваяГрафика· 2023

Zona Mosto Фирменный стиль бренда

Автор: Emanuele Grittini

Клиент: Zona Mosto

Лауреат премии Бронзовая премия A' Design Award в категории Графика

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Цвета

Дизайн

О дизайне Zona Mosto Фирменный стиль бренда

Zona Mosto — фирменный стиль, разработанный для крафтовой пивоварни. В логотипе использована авторская гарнитура, нарисованная с нуля, поскольку ни один из существующих шрифтов не соответствовал необходимым характеристикам. Цветовая палитра построена на трёх тонах. Оранжевый заимствован из янтарного оттенка двух сортов производимого пива. Кремовый отсылает к цвету пивной пены. Зелёный напоминает о свежесобранном хмеле. Сюрреалистические иллюстрации связывают каждую этикетку с названием сорта пива. Айдентика минималистична, но выразительна, и применяется на этикетках банок и в других корпоративных материалах.

Признание

О награде Бронзовая премия A' Design Award

Zona Mosto Фирменный стиль бренда — лауреат Бронзовой премии A' Design Award, весьма престижного признания, присуждаемого выдающимся проектам, отличающимся творческим подходом, изобретательностью и сообразительностью. Обладатели Бронзовой премии — это в полной мере искусные и поразительно творческие произведения, свидетельствующие об огромном опыте, воображении и находчивости их авторов. Ожидается, что Zona Mosto Фирменный стиль бренда станет высокоценимым, вызывающим восхищение и дорогим сердцу объектом, заметно профессиональным и инновационным. Этот проект, получивший Бронзовую премию A' Design Award, воплощает лучшие практики в искусстве, науке, дизайне и технологиях и превосходен вниманием к деталям. Zona Mosto Фирменный стиль бренда прекрасно удовлетворяет потребности, затрагивает желания, очаровывает чувства и пробуждает любопытство.

За кулисами дизайна

Пресс-кит

Авторы, участники команды и технические детали, предоставленные дизайнером.

Уникальные свойства: The design of the Zona Mosto brand is made unique by several factors. The first of all is the custom font. In fact, even having looked for a font suitable for the purpose, none existed with the required characteristics. This led to a complete design from scratch of the typography that makes up the logo. Another important unique and distinctive element are the corporate colors, orange derives from the amber shade of two of the beers that Zona Mosto produces, the cream, instead of the color of the beer foam and the green of the freshly picked hops. These 3 colors fully represent the concept of beer at the palette level, helping the brand to be even more communicative. The last factor that makes the brand unique is its ability to be minimal but very strong, the audience sample analyzed recognized the brand among many even after several days and in the midst of other brands.
Теги: Zona Mosto, Beer Can, can labels, Branding, Brand identity, beer brand, corporate identity, beer branding, beer,,
Технология производства: The creation of the brand was achieved in several steps, the first by hand, using pencils and sheets to create the drafts of the typography. Secondly, Adobe Illustrator was used to create the vector logotype. The next step was to create all the various corporate materials with Adobe Indesign and Adobe Illustrator. All on the mac os platform.
Дизайнерская задача: As the brand was just born, there was no historical background. The values, the mission and the target were created from scratch. On the part of the customer, however, there was a precise idea of what the reference target was, which was then confirmed by the analyzes carried out, this allowed to create a strong brand with solid foundations with a well-defined audience and an independent soul. We also tried not to imitate the big brands that produce beer, both in style and in the entire design. Going to give an exclusive "flavor" to each material produced, from the logo to the site to the labels. Finally, the biggest challenge of the project was to create a unique style and trait, which the consumer could only associate with the Zona Mosto brand. This is due to the large amount of microbreweries existing in the Italian market and their continuous transformation. For example, many of the brands existing today, which are competitors of Zona Mosto, use a different illustrative style each time on each can label, creating recognition problems and confusing the buyer many times. I am happy to say Zona Mosto is unmistakable, thanks also to tests made during the sale in some beershops in the Milan area, where buyers went "without fail".
Исследование: To create the Zona Mosto brand various competitors in the sector were analyzed, identifying the best microbreweries that had the following characteristics: high quality of the beer produced, wide diffusion of the brand, attention to design and to current trends. As a result, three microbreweries were chosen and analyzed to understand their strengths and weaknesses. The winning characteristics have been derived from them, such as: originality, non-conformism, extreme attention to product quality, the construction of a strong and well-defined brand. The next step of the analysis compared the target of Zona Mosto with the characteristics required to make the product salable and appealing to buyers, finding a good alignment between the wishes of the various buyer personas and the brand's proposal. Having understood the fundamental characteristics and values of the brand through analysis, we moved on to the construction of a visual identity system that complied with these results by creating specific stylistic moodboards proposed to a sample of users loyal to the buyer personas created to obtain feedback. on which communication was the best and most efficient. As a result we received unanimous feedback on certain choices which then led to the use of a certain style for the brand. The result was great, consumers enjoyed the Zona Mosto brand very much.
Вдохновение: The entire Zona Mosto project takes inspiration from a mixture of graphic and illustrative styles, to make the product unique and distinguishable. The illustrations, all of a surreal subject, have various themes that are related to the namming of the type of beer. But all draw their style from the logo and the strong and lively colors of the brand.
Продолжительность проекта: The project started in August 2021 in Milan and is still underway with the creation of new labels.
Рабочий процесс: Being a brand identity of a company that produces beer, the main purpose of interaction is to create appeal and lead the consumer to buy the brand's product. Making sure that the beer connoisseur recognizes himself in it and wants to buy and try the product.