Beer Deer: A Packaging Concept Inspired by Heraldic Shields

Bringing Tradition to Modern Beer Packaging

Brewing traditions have deep roots in the Middle Ages, where the knightly coat of arms and heraldic shields were widespread. These shields served as the basis for any coat of arms and conveyed important information about its owner. With Beer Deer, Kultygin aims to tell a story about traditions using a contemporary approach.

One of the unique features of Beer Deer is the use of heraldic shields to code each type of beer. These shields are divided into fields, each representing a specific characteristic of the beer. Additionally, the region of origin is depicted with a stylized flag, adding a touch of authenticity to the design.

The packaging itself is made from aluminum cans, utilizing the natural texture of the metal to give the product a rugged and distinctive character. By using a limited number of paints, the production cost is reduced without compromising the visual impact.

Beer Deer is designed to interact with consumers on store shelves. Its non-standard design immediately catches the eye, standing out from the typical beer labels. At the same time, the design effectively communicates the brand's values and the rich brewing tradition it represents.

The project, which started in April 2017 as a student concept in Moscow, was completed in July 2018. During the design process, Kultygin conducted extensive research on the history and evolution of heraldic shields, studying their elements and construction rules. He also explored contemporary examples of heraldic shield usage to ensure the design remained relevant and impactful.

Beer Deer has received recognition for its innovative approach to beer packaging. In 2019, it was awarded the Bronze A' Design Award in the Packaging Design category. This prestigious award is bestowed upon designs that demonstrate outstanding creativity, resourcefulness, and technical skills, contributing to improvements in quality of life.

With Beer Deer, Dmitry Kultygin has successfully merged tradition and modernity, creating a packaging concept that not only captures attention but also pays homage to the rich history of brewing.