Baltic porter case study

Visual identity
Client: Self initiated
Year: 2014
Services: Visual Strategy, Art Direction, Package Identity

The last couple of years was great for us, beer lovers. A constantly growing number of various beer styles, in connection with improved availability, can satisfy even the most demanding beer drinkers. We felt it was a great time to celebrate those developments in our own, creative way. We took upon ourselves a challenge, to explore the artistic direction for beer packaging based on the current state of the Polish beer market which is evolving and changing rapidly.

Porter Łódzki

Discovery

For case study purposes, we’ve focused on Baltic Porter, a style described by many as Poland’s brewing treasure. This statement also can be confirmed by the results of the latest international beer competitions: Gold in European Beer Star 2013 in Munich, and Bronze in the World Beer Cup 2014 in Denver for Polish Baltic Porters. Porter Łódzki - our local brand was chosen as a base for case study concepts.

As a style it emerged from Imperial Stout, a stronger version of traditional English Stout exported from the UK to countries along the Baltic Sea. The sensation of flavors with a sweet, roasted backbone joined by dark fruits, caramel, toffee or currant flavors, creates the experience of a rich and complex beer, perfect for cold winter evenings.

Porter Łódzki

After careful research, 3 potential groups of brewing companies emerged with very distinct visual solutions based on size, target group, market position and strategy.

Porter Łódzki

Segment I
Large brewing company possibly owned by international conglomerate

Large operation with potentially global reach. Visible focus on quality and modern approach to brewing, yet rooted in tradition. Targeted on entry level beer drinker/mass consumer.

Porter Łódzki

Visual references from Polish market

Porter Łódzki

Visual strategy

Creative Idea: Baltic treasure

Inspiration: Baltic amber

The Baltic region is a home to the largest known deposit of amber, called Baltic Amber. Gdansk, the undisputed amber capital of the world, provides a strong symbol of the Polish domination in the amber jewelry market. Rich tradition mixed with outstanding craftsmanship makes both, Baltic Porter and Baltic amber, Polish national treasures.

Visual execution

Porter Łódzki

Label Design

  • design rich in decorations and distinct ornaments emphasize beer’s bold character
  • high quality materials indicate premium product
  • historical drawing of brewery convey tradition

Logo Design

  • high readability
  • strong color coding
  • strong and massive main font
  • calligraphic text specific for premium alcohol segment
  • manly character
  • fire
  • nobility
  • energy

Color coding - amber, the gold of Baltic Sea

Porter Łódzki

Segment II
Regional brewery, mostly private or family ownership

Mid-size operation with country-wide reach. Visible focus on traditional approach to brewing with natural ingredients. Strongly connected to local environment. Targeted on mid level beer drinker who seeks something different for an affordable price.

Porter Łódzki

Visual references from Polish market

Porter Łódzki

Visual strategy

Creative Idea: Promised Land

Inspiration: Industrial Lodz

A constant influx of workers, businessmen and craftsmen from all over Europe transformed Lodz into the main textile production empire. Skill and craftsmanship, definite assets for brewing unique Baltic porter were similarly driving forces behind hard working people of Lodz. Exceptional beer for exceptional people.

Visual execution

Porter Łódzki

Label design

  • tradition oriented design, both in shape and style
  • local roots emphasized by historical drawing of brewery and industrial city landscape
  • decorations with high-quality materials indicate premium product

Logo Design

  • distinct, highly decorative typography inspired by local historic shop signage and beer labels
  • warmth
  • nature
  • art

Color coding - warm color palette inspired by historic local photography of Lodz during industrial growth.

Porter Łódzki
Porter Łódzki

Segment III
Craft brewery/micro brewery, private or family ownership

Small operation with limited reach. Visible focus on distinction and craft brewing, sometimes with local accents. Targeted to niche and very demanding consumers.

Porter Łódzki

Visual references from Polish market

Porter Łódzki

Visual strategy

Creative Idea: City of neons

Inspiration: Tradition of neon signage in city of Lodz

Nightlife in Lodz is the one of few things that can match the bold character of Baltic porter. Both are rich and offer plenty of surprises that give you the unique feeling of being one of the kind.

Visual execution

Porter Łódzki

Label Design

  • very distinct design solutions give impression of something unique
  • copper colossus - symbol of industrial workers covey tradition and local roots
  • neon-like typography

Logo Design

  • Monogram inspired by signage from gate of old brewery owned once by Karol Gottlob Anstadt.
  • fun
  • work
  • tradition

Color coding - Colors inspired by city's neon lights, but also its passion for tradition and craftsmanship

Porter Łódzki
Bunito
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