Beer Mail by Volfas Engelman: A Unique Blend of Art and Craft Beer

Bold Brands' Innovative Approach to Craft Beer Packaging

The inspiration for Beer Mail came from the concept of mail and post stamps, which are often unique and collection-worthy. The designers wanted to reflect the exclusivity and uniqueness of the craft beers, which are produced in small quantities, in the design of each label. Each beer type has a unique combination of unexpected flavors, which inspired the collage-style illustrations on the labels. These illustrations combine elements that may seem inseparable at first glance, reflecting the surprise that the exceptional taste of the beer brings to the taste buds.

One of the unique properties of this design is its ability to not only attract attention but also retain it. The designers aimed to create an association with the taste of the beer, allowing consumers to find the ingredients used in the beer hidden within the lively illustrations. The labels were produced using digital printing technology at the brewery, while the cans were printed at a can printing house.

The Beer Mail brand products are produced by one of the largest local breweries. The primary challenge was to smoothly blend into the existing craft beer market. Therefore, 330ml bottles and 500ml cans were selected as the primary packaging. The design project started in January 2020 and is still ongoing, with a new variety being added every other month.

Research for this design revealed that the craft beer category is exceptional in its bold package designs and creative illustrations. One of the main goals was to find an exclusive style that would make this product noticeable in this challenging market. The designers overcame the challenge of combining the "chatty extrovert" design of craft beer with the gentleman qualities of the head brand, Volfas Engelman, without appearing casual or visually similar to a classic beer. The solution was collage graphics combined with a postage stamp resembling label, merging art courage and gentlemanhood into a unique visual identity.

This design was awarded Silver in the A' Packaging Design Award in 2021, a testament to its outstanding expertise and innovation. The award is given to top-of-the-line, creative, and professionally remarkable designs that exhibit a high level of excellence and introduce positive feelings, amazement, and wonder.