Drav is a Charming Beer With a Vintage Vibe
Drav is a super quality beer at a democratic price for the young and free. Wedge was approached by the company's founders to build a brand around this feeling. We studied the codes of iconic beers to develop a new modern icon for today's culture. One that believes pink can be for anyone.
From the brand strategy to identity to packaging to digital to local depanneur, Wedge became a trusted partner from idea through production. Wedge called on friend and photographer Alex Blouin to capture the true spirit of Drav in an editorial manner.
Windsor was selected as the typography for the logomark. A vintage classic paired with the modern typeface Swiss provided the just the right contrast and personality.
The overall design and expression played a crucial role in sales for the brand, driving it's success. The founders happily can not stock enough of it.
Please Drav responsibly whether enjoying an ice-cold-ish can on the rooftop or in Mother's basement.
Client: Menaud Brewery and Distillery
Client Brand Manager: Charles Boissonneau
Creative Director: Justin Lortie
Strategic Director: Sarah Di Domenico
Designer: Olivier Laporte
Art Direction: Justin Lortie, Olivier Laporte
Photography Art Direction: Justin Lortie, Guillaume Vaillancourt
Photographer: Alex Blouin
Web Designer: Guillaume Vaillancourt
Graphic Production: Jolin Masson
Packaging Production: Wedge
Packaging Printer: Carey Colour Inc.
Packaging Manufacturer: Ball
Location: Montréal, Canada