Naming, label and packaging for a fantasy craft beer — from a rough idea to a recognisable brand on the market

About the services:

Brand Strategy Brand Naming Brand Identity Packaging and Print Web and E-commerce

Отвара за Щастие craft beer cans with an illustrated label against swirls of paint

The Birodei brewery logo — a bearded hop cone — on a colourful background

An Отвара за Щастие Hazy Pale Ale can on a blue stand beside role-playing dice

The Отвара за Щастие can beside a padlock and an old key on a map

The illustrated Отвара за Щастие label on a can inside a blue chest

An Отвара за Щастие can in an open chest among scrolls, a key and a padlock

A hand swirling a flask of golden beer like a magic potion

A flask of beer, a glass and a freshly opened Отвара за Щастие can

Close-up of the holographic foil on the Отвара за Щастие label lettering

Friends toast with Отвара за Щастие cans around a table with miniatures and dice

A man holding and drinking from an Отвара за Щастие can

Отвара за Щастие cans on the table during a board game night

Отвара за Щастие and Birodei T-shirts with the label illustration

Close-up of the embossed Отвара lettering on the label

Craft beer label design — the Отвара за Щастие can top with its flavour scores

Отвара за Щастие

THE SITUATION

Отвара за Щастие — “Potion of Happiness” — is a craft beer from the Plovdiv brewery Birodei, made for fantasy enthusiasts. The owner had only a rough idea of how the product should look; it needed a name, a story and packaging from scratch.

WHAT WE DID

We built the brand strategy, the name and the packaging with original illustration that tells a tale on the label. Every element — from the name to the last detail — is an invitation to taste the magic.

TEAM

Brand strategy and naming: Alexander Petrov, Selen Petkova, Martin Mihaylov · Creative direction: Alexander Petrov · Packaging design: Selen Petkova, Martin Mihaylov · Photography styling: Katrin Staneva

THE RESULT

The beer reached the market with a distinctive label that turned the owner's rough idea into a finished brand with a fantasy universe of its own.

SERVICES INCLUDED

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

This could have been your brand.

Let’s talk about how we make it real.

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