Freaktion: A Revolution in Craft Beer Design

Designers Allan Suleiman and Breno Frias Create an Irreverent Brand

Designers Allan Suleiman and Breno Frias were inspired by the challenge of standing out in a saturated craft beer market. They sought to create a brand that was irreverent, humorous, modern, and capable of pushing people out of their comfort zone. The result was Freaktion, a brand that combines the words 'freak' and 'friction' to represent authenticity and modernization.

The unique properties of Freaktion lie in its competitive analysis, consumer habits, and market trends. The designers identified a gap in the market and filled it with a brand that is both authentic and modern. The logo embodies friction through its typography and amplifies its youthfulness through vibrant colors. The visual universe is predominantly typographic, with dark colors strengthening the brand's unique positioning.

Freaktion's labels are printed on special silver paper. All colors, except white and black, are holographic, further differentiating the brand from others. The visual identity colors exist in both RGB and CMYK color profiles, with the main palette consisting of Magenta, Black, and Dark Grey.

Public interest in Freaktion was immediate, with many expressing interest in purchasing the product even before it existed. The design received particularly positive feedback from women, who found the design attractive. The project started in March 2015 in Sao Paulo, Brazil, and the beers were soon in the market, accompanied by a social media buzz.

Designers faced the challenge of creating a brand that represented authenticity and modernization while also appealing to the emotional needs of consumers. They sought to create a brand that had both rational and emotional appeal, resulting in a more engaged and passionate consumer base. The brand was designed to be different from others in the category, from its positioning to its design.

Freaktion was awarded the Golden A' Food, Beverage and Culinary Arts Design Award in 2017, a testament to the designers' prodigy and wisdom. This award is granted to marvelous, outstanding, and trendsetting creations that advance art, science, design, and technology.