How Some of Your Favorite Films Inspired Director Craft Beer

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.

Walk us through the design process that you went through for this project.

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.

What was one of the biggest goals you set out to achieve with Director Craft Beer packaging and how did you accomplish it?

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.

Thiago: Since when we defined the way of the project, we did not want anything to be gratuitous or not thought. The illustrations, the synopsis, the front panel with elements of film poster—in short, we all wanted a very true translation of what would be those elements of the brewing universe in the form of cinematographic art.

Why did you select the films you did, and how did you translate the essence of each film into a beer label?

Alexandre: The selected films were chosen because they are great classics of the cinema, to be memorable, creating an effective connection of the memory of the consumers that to a large extent, are within the age group that experienced these launches. The translation of the concept of each selected film, to the elements that make up the labels, was based on the memory that we make of these classics, besides the information that appears in posters, as in the DVD covers. In these materials there is the premise of the concept image that tells the story in a synthetic way, based on the characters and setting of the story to be told, as well as the synopsis, which is a brief summary to be told in images. In order to turn all this information into a brewery it was a fun and exciting process. We did not want the parody to be just text to fill the label with insight, we wanted the story to be as believable as a good movie script as the original titles, of course with a bit of humor. From then on the soundtrack, which is always an essential element, is another character that sets the tone of the moment. The entire label was designed so that the consumer had an experience in every sense, be it in taste, sight, smell, touch, hearing.

Thiago: The titles were also a challenge. We had to not only create a film title, but also important for the public to know what products are taking. So putting the information together with the idea was a point that we anchored for the choice of the films.

What was the most challenging part of this project?

Alexandre: It was to design a theme that transformed the experience of beer consumption into something unique and enriching the target audience. Something that awakened all the senses of the consumer, that made the moment to taste a moment of contemplation, something magical and fun.

Thiago: I agree with Alexandre. And if you look at the point of view that a film uses countless media to develop these various sensory aspects, we had only a small label with a lot of mandatory information to insert, and in the end, I think we were able to put everything we wanted without harming neither esthetics nor experience.

If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

Alexandre: It was to design a theme that transformed the experience of beer consumption into something unique and enriching the target audience. Something that awakened all the senses of the consumer, that made the moment to taste a moment of contemplation, something magical and fun.

Thiago: Although I'm a graphic designer, developing scripts for fictional films especially made me very proud. I also illustrated the labels, and I liked that too, but with the texts I had fun. I really got into the story and got into writing them. This one for me was a very satisfying aspect.

Share one lesson that you learned while developing the finished product.

Alexandre: What reinforces us as a lesson is that a project done in a thorough way, focused on differentiation and with a well-defined audience, are ways that lead to the success of a project, this is a philosophy that we follow here. Not only do we treat a project as unique, but we make it really unique and this gives us a differentiated recognition of the market.

Thiago: I think he said it all, hehe. To finish we wanted to say that we already have more titles on the way—coming soon, haha.