Nättraby Kvartersbryggeri – Branding Through Neolocalism
This project consists of three beer labels produced for
Nättraby Kvartersbryggeri, a microbrewery located in Karlskrona. The goal of the
project is to further build the loyalty of customers and work towards becoming
an established part of the local identity. In a saturated market of modern beer
labels that have become stylistically diverse, I have decided to draw
inspiration from traditional labels in order to differentiate from a large part
of the craft beer market. I have explored if there is a way to create
credibility in a product through label design and visual connection to the local
community.
Influenced by medieval imagery of heraldry, line drawing with ink and
blackletter typography I have created a local, contemporary heraldic brand for
these beer labels. The motifs and product names are inspired by the city's rich
heritage of naval history which dates back to the 17th century. The archipelago
and the naval theme is a large part of the local identity thus perfect to
implement in the project.
The end product consists of three labels for beer bottles and beer taps which
are based on heraldic achievements and implemented with a duotone colour scheme.
Further, I have created a heraldic achievement specifically for the brewery to
use on things such as beer mats, beer glasses and t-shirts to create a longer
lasting product.
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