Naming and packaging design for Birodei's second craft beer — a standalone brand launched in 2025
Отвара за Чар
THE SITUATION
Отвара за Чар — “Potion of Charm” — is a craft beer from the Plovdiv brewery Birodei, the second release after Отвара за Щастие (“Potion of Happiness”). The new beer had to stand on its own while continuing the established conceptual line, inspired by tabletop role-playing games such as Dungeons & Dragons.
WHAT WE DID
We developed the strategy, the name and the packaging with original illustration that carries the story forward. The design balances the magic of the name against the bold character of the craft scene. We rounded the story out with an original photoshoot to communicate the fantasy spirit more vividly still.
TEAM
Brand strategy and naming: Alexander Petrov, Selen Petkova, Martin Mihaylov · Creative direction and illustration: Alexander Petrov · Packaging design: Selen Petkova, Martin Mihaylov · Photo model: Katrin Staneva
THE RESULT
The beer reached the market in 2025 with an identity of its own that widens the Birodei universe and earns its place on the shelf.
WORDS FROM THE CLIENT
Before contacting Alex and the Embrand team, I had only a rough vision of how I want my product to look and feel. I had a hard time expressing it via words, but they showed a great deal of professionalism and dedication. They brought it to life despite my insecurities getting in the way, and I'm thankful for their patience and understanding. These people can give a brighter future to your business. They follow a tried-and-true process that brings out your ideas and gives them a recognizable identity.
Ivan Stanchev — Founder @ Birodei Craft Brewery
