Objective
Create a platform, naming and design of a new craft beer for office workers who can drink it after work in a bar. Make it feel like a local brand that was brewed at a nearby brewery or right there, at the bar.
As part of the Dark Market, it was important to create the packaging that would be a communication media in itself, engaging the users with the brand’s story. The customers should interact with the packaging and create user-generated content..
Solution
In developing the design, we proceeded from the insight that people are bound by certain rules in the office, both external and internal: they must wear dress shirts and keep their emotions to themselves. It is only at night, after leaving work, that you can take all the masks off and become who you really are.
