Sitting down at home to watch one of your favorite classic films can only be made better by an ice cold beer. Director Craft Beer currently offers two beers, one inspired by Star Wars and the other by Indiana Jones. We spoke with designer Thiago Ranielli along with Alexandre Leal who collaborated with creative direction to learn more about designing the labels to capture the nostalgia of the films, offering consumers an experience, translating the art of brewing into a cinematic art and more.
Alexandre: When the customer came to us he had no idea what he wanted it to be developed, he had nothing definite and left us in charge of developing something unique, we were free to develop any way. Combining Brandholic’s know-how in the brewing market, together with research that we have done throughout the development process, we have noticed the affinity of a large part of the public for craft beer with pop culture, especially with cinema. There is a nostalgic connection of the public especially with great classics. So we define the concept and elaborate the name, logo and languages that would be used. From this moment we started creating the characters, illustrations, stories that would compose, soundtracks, among other elements that communicated to the public and generated the beer-cinematic experience.
Alexandre: The project’s main goal was experience. A unique experience with the consumption of the product, that of the purchase of the tasting. And this sensory set was incredible, an excellent beer with a packaging, concept and information that satisfies moviegoers, or even who has an affectionate memory with the great classics of cinema. The repercussion was excellent both at points of sale and by consumers on social networks. The comments are always positive and the experience has been put into effect.
