Divine Brewery
craft beer’s identity
- Branding & Label Design -
An iconic story for a unique branding and creative label design
client : Divine Brewery
The main challenge of this project was to design a visual identity that stands out in a over-saturated market.
After an intense brainstorming, the quest for an iconic storytelling stopped at the striking idea of a reinterpretation of Dante’s Divine Comedy.
The allegory was perfect! Dante’s Heaven, Purgatory and Hell would inspire the three signature craft beers. And the graphic universe that the story offered was so rich and abundant that it would certainly trigger the mind of any craft beer connoisseur.
For a more powerful impact, it has been decided to name the beers with the Italian names: Paradiso, Purgatorio and Inferno.
The mix between modern and fantastic worlds create a timeless universe that speaks to all generations of craft beer lovers.
Introducing the DIVINE Brewery craft beer’s branding
I first created a logo that would perfectly represent the DIVINE Brewery’s brand identity. Starting from a sharp serif font, I tweaked it to give it a modern look and infuse this Heaven/Hell duality into it.
Then, I focused on the three labels design. For each of them I wanted to create an entire illustration that would symbolize Dante’s universe. Inspired by Gustave Doré’s work, a talented French illustrator from the 19th century, I mixed fantasy and gothic styles with wood carving influences and modern touches.
From light to darkness, each label gives the craft beer lover a first taste of the subtle flavor they are about to sip. Paradiso represents the delicate and light taste of a white beer, Purgatorio reminds the drinker of the deeper notes of a lager beer, while Inferno dives into the darkness of a brown beer.
Thirdly, I created a bespoke script lettering for the labels and the three craft beer’s names. I started by handwriting in calligraphy before digitalizing, and tweaking, the result for a finalized look. Those script names perfectly fit with the illustrations and are the perfect typographic counterpoint of the slick DIVINE brand logo.
Finally, I fashioned a monogram that could be used for the bottle cap, or any item used by the DIVINE Brewery.
Should you wish to know more about this project or branding in general, please feel free to contact me!
